Downtown Jacksonville Art WalkNatasha Odelin

Social Media Account Manager for Downtown Vision, Inc.ncodelin@gmail.com

214 N Hogan St. #120, Jacksonville, FL 32202(904) 634-0303

Audience AnalysisAssignment 2 – 60 Points

Assignment Title Description Departmental Goals

Due Date

Points

2 Audience Analysis

Examining audience needs, expectations and media use

Conduct valid research, think critically, write effectively

60

This exercise requires you to identify and research the audience you would like to target to receive information about the client.

Imagine that the press kit you produce will be available on the website, but the materials must also be distributed to the media. To select the right outlets, you must be able describe psychographic and demographic needs of the publics who will most benefit from the information.

This exercise is designed to help you articulate audience’s demographics and psychographics so that the information will be positioned to meet your audience’s particular needs. You must use documented sources, which you will reference as a journalist would. Idiosyncratic surveys and interviews WILL NOT suffice for this exercise.

Reference the information as a journalist would; therefore, APA and Chicago and Turabian cites are inappropriate. First-person references are also inappropriate. Repeated failure to include sources may result in a 0 for this assignment.

Answer each of the following questions using the format provided. For the final version, you will re-format the analysis so that it looks professional, not like a class exercise.

I. Define your target public. Be sure to consider how its members will relate to the client

a. The target public is 25-to-34-year-olds who live in the Mandarin suburban of

Jacksonville. They have no commitments tying them down and are single with no

kids. They are either artistically inclined or enjoy the arts very much.

II. Give public a nickname that speaks to its demographics and psychographics (i.e. SUV-

driving soccer moms.)

Downtown Jacksonville Art Walka. Mandarin Urbanite Graduates

III. Provide a three-paragraph description of your public’s demographics (i.e. where they

live, age, educational level, marital status, income, ZIP Code description, etc.)

a. According to the database DemographicsNow: Mandarin urbanite Graduates live

in the Mandarin suburb of Jacksonville, with their zip code being 32257.

b. According to the database DemographicsNow they’re 25 to 34 years old and

make up 14.2 percent of the suburban. Most have obtained postsecondary

education. They either have graduated college at 22 percent or from graduate

school at 9.7 percent. The average household income is $65,485 with the median

income being $47,481. However, 33.6 percent of Mandarin urbanite graduates

earn from $20,000 to $39,0000 a year.

c. Mandarin urbanite graduates are free of most commitments in their personal lives

that would tie them down according to database DemographicsNow. They have

never been married at 28.6 percent and typically are renters making up 40 percent

of the population in Mandarin. They live alone and are one-person households at

30.7 percent. They own one car at 42.9 percent.

IV. Provide a three-paragraph description of your public’s psychographics (needs, desires,

how do members use information and expectations, etc.).

a. According to descriptions in Mosaics in DemographicsNow Mandarin urbanite

graduates fall into the “Single and Starters” segment of the population. The title

used that aptly described them was called “Full Steam Ahead.”

b. Mandarin urbanite graduates have steered away from bigger market cities such as

Los Angeles, Miami and New York due to the cost of living. In the past Mandarin

Downtown Jacksonville Art Walkurbanite graduates resorted to living in sketchy neighborhoods in dicey areas of

major cities, but not any more. They’ve taken a detour to second-tier cities in the

West and South fleeing denser, populous markets.

c. The second-tier cities that Mandarin urbanite graduates have relocated to have

lower crime rates and cheaper rent according to DemographicsNow. About one-

third of Mandarin urbanite graduates have lived in their residence for less than

three years. They’ve settled in areas that are close to their jobs but are centralized.

Bars, shopping and gyms are usually nearby. Mandarin urbanites work in sales or

the service-sector industry usually earning modest incomes where they are

gaining a ton of experience.

d. They have neither a mortgage or children. Thus they have the luxury of spending

their paychecks on whatever tickles their fancy. It’s usually newer technology and

nightlife. Mandarin urbanite graduates are expert shoppers who tend to browse a

lot. They are always looking for deals to pounce on. By no means are they frugal.

Once in a while they will frequent higher-end department stores such as

Nordstrom’s.

V. What are some of the key words that would be important to include in your materials?

These should be words that relate to your audience’s needs, wants, desires and

expectations.

a. City dwellers

b. Eclectic

c. Liberals

d. Intuitive

Downtown Jacksonville Art Walke. Trendy

f. Social

g. Body-conscious

h. Active

i. Digital-savvy

VI. Explain what that demographic, psychographic and representational information suggests

about what’s important to your audience. This can only be accomplished after sufficiently

answering questions 1 -6.

a. Both psychographic and demographic data suggest that those are adventurous

individuals that tend to spend their money frivolously at times. They are urbanites

in the sense where they are inquisitive and want to discover all there is to do in

their city. Whether it’s dining, clubs, museums or plays they want to be at the

periphery of emerging trendy events. They want to be at places and events in the

Jacksonville social scene that are at the cusp of blowing up.

VII. A brief outline of the public(s)’ informational networks in the order that they use

information (i.e. primary source of information is network of friends; secondary source is

TV, etc.)

a. According to the Mosaics in DemographicsNow those classified as “Full Steam

Ahead” are digital natives who have witnessed both the explosion of the internet

and the emergence of social media platforms. Using the internet is as integrated

into their daily routine as brushing their teeth.

b. According to Pew Research they rely heavily on social media networks for their

news. Specifically, Facebook, coming in at a staggering 61 percent.

Downtown Jacksonville Art Walkc. Their secondary source is TV according to DemographicsNow, with about 17.7

percent of them receiving information from CNN. MSNBC trails closely with

10.1 percent.