aud analysis 2

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Audience Analysis

Assignment 2 – 70 Points

Reana Baltic

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 journali st would; therefore, APA and Chi cago and Turabian cites are

inappropri ate. F irst-person references are also inappropr iate. Repeated fail ure to include sources may

result in a 0 for this assignment.

Answer each of the foll owing questions using the format provided. For the final version, you wil l re-

format the analysis so that i t looks professional, not l ike a class exercise.

Define your target public. Be sure to consider how its members will relate to the client – 5 points

The audience that is being targeted to attend Art Walk in Downtown Jacksonville are parents that

reside in the newly developed suburb of Nocatee, Florida. The parents in this region usually have young

children and juggle busy lives that run on a tight and particular schedule.

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

soccer moms.) – 5 points



Parents with active lives residing in affluent suburbia

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.) – 10 points

Families in this region reside in the zip code 34268. The suburb lies within St. Johns County and

is located right next to the wealthy neighborhood of Ponte Vedra Beach, Florida. According to Nocatee's

website, Nocatee has over 13,000 homes and up to 1,000,000 square feet of land designated for retail. In

2014, 851 homes were sold in Nocatee, making it the “3rd best-selling master-planned community in

America." Of the households, 81.6% are considered family households.

According to DemographicsNow, Nocatee currently has a total population of 6,668 people, 52.1%

of which are female. The median age in the region is 36.6 years. There is a wide range of children in these

households, from pre-schoolers up to those in high school and parents usually being in their 30s and 40s.

Individuals ranging from ages 20 to 54 consist of 46.6% of the total population, and individuals ranging

from ages one to 19 account for 34.9% of the total population. Of the total population, 62.5% of people

are married in Nocatee.

Considered an affluent suburb, DemographicsNow proves that the average household income in

2014 was $109,713 and the median household income in 2014 was $78,600. Of the entire population in

Nocatee, 21.3% of people made over $150,000 last year. According to Point2Homes Demographics, these

large incomes reflect the high education in the suburb, with 19.2% of residents having a graduate degree,

46.3% having a bachelor’s degree and 8.9% having an associate degree. According to DemographicsNow,

3,284 people in Nocatee over the age of 16 are employed, 79.2% of which are white collar workers.

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

members use information and expectations, etc.). – 10 points

With money being plentiful in Nocatee, parents are able to acquire six-figure incomes that comefrom dual earners working at professional and technical jobs in public administration, education, science,

business and education. According to the Babies and Bliss psychographic mosaic, most of the parents in

this suburb are between the ages of 20 to 54 and are raising children ranging from ages 3 to 17 in the

comfort and safety of their residence. Because of so many children living in the region of Nocatee, leisure

activities are highly sought out in order to keep children occupied. These sprawling households regularly

visit theme parks, aquariums and museums and participate in athletic activities such as soccer, basketball

and baseball. On nights out, the parents enjoy visiting clubs, concerts, bars and restaurants. Daycare,

babysitting and nannying services are used often in the region.

Parents in Nocatee are considered power shoppers and usually direct their wallets towards kids’

products such as toys, games, action figures and children’s books in order to keep their children

entertained. They also are “early adopters” of technology and purchase new gaming systems, cell phones

and DVRs. These parents are undoubtedly price-sensitive shoppers and are usually conservative regarding

their style.

Parents in this region usually get their information online and frequently bank online, shop online,

download podcasts and join chat forums. Due to their active lives centered around children, they enjoy the

convenience of online shopping and are receptive to email ads, sponsored Websites and Web page links.



Their network of friends and the radio are also used as an important information source. Parents in

Nocatee prefer sports and reality shows over the news on television.

Overall, parents with children in Nocatee seek convenience in order to efficiently balance their

families and work. Their main goal is to maintain this balance with home and work, without missing their

children's music recitals, sports games or doctor appointments.

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. - 10 points

Because parents with children in Nocatee seek convenience in order to efficiently balance their

families and work, some key words that would relate to their needs, wants, desires and expectations

include quick, efficient, convenient, kid-friendly, price-sensitive and entertaining. Parents in this region

expect entertainment for themselves and for their children while also ensuring that said entertainment is

quick, convenient and safe due to their busy, hectic lives.

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. – 15 points

The demographic, psychographic and representational information suggests that their families

and work are most important to parents in Nocatee, Florida. Needing quick and convenient entertainment

and information shows how busy their lives are, but also shows how they care to fully enrich their

children’s lives as well as their own. These parents do everything they can to efficiently balance work and

entertainment for their families in the form of movies, sports activities and online shopping.

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.) - 5 points

Due to their time constraints, the target audience’s primary source of information is their network

of friends. They interact with these friends at work and at their children's sport games and other activities.

Their secondary source of information is in the form of the Internet and online ads, emails and social

media. Their primary and secondary source combine through social media outlets such as Facebook and

Twitter in order to quickly receive information.

Works Cited

Ltd, Experian. "Type B08: Babies and Bliss." DemographicsNow (n.d.): n. pag. Web. 10 Sept. 2015.

"Nocatee DemographicsNow." Gale Cengage Libraries. N.p., n.d. Web. 11 Sept. 2015.

"Nocatee, Florida." Wikipedia. Wikimedia Foundation, n.d. Web. 10 Sept. 2015.



"Point2 Homes." Nocatee Demographics & Statistics. N.p., n.d. Web. 10 Sept. 2015.

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