Courtney McCleister

Public Relations Specialist

1) Target Audience:
The target audience is young, multi-ethnic, lower-middle class, singles between the ages of 16-26 who
live in the South Florida area. This audience enjoys nightlife and being active all while spending little money.
2) Audience Nickname:
Social Seeking South Floridians
3) Audience Demographics:
This target audience lives in South Florida. South Florida is made up of 22 counties starting with Pinellas,
Hillsborough, Polk, Osceola and Brevard ending in Miami-Dade County.
According to DemographicsNow.com the target age group of 16-26 makes up around 14 percent of the
population in these counties. DemographicsNow.com showed that this audience is made up of mostly whites,
blacks and Hispanics.
According to DemographicsNow.com when the median age of the head of household is over 50, this
audience section still lives at home and enjoys an average household income of $160,000. The income amount
drops to around $20,000 when the average head of household is under 25. The majority of this audience is
young singles. They spend most of their money on shelter followed shortly by transportation, food, utilities and
entertainment according to Demographicsnow.com. Although shelter is the No. 1 expenditure, other lodging
was at a low 5 percent.
4) Audience Psychographics:
According to the Nielsen PRIZM segmentation system, South Floridians ranging from 16-26 can be
classified as Midtown Mix and Young Achievers. The Nielsen PRIZM segmentation system combines
demographic, consumer behavior, and geographic data to segment audiences.
According to PRIZM, this audience consists of urban residents with a low income who are motivated by
social activities. Since this group includes high school and college students much of their extra spending money
is spent on the newest technology.
PRIZM shows that between bills and staying up to date, this group does not have many thoughts for
saving for retirement. These young consumers are fashion conscious and try to stay up to date with the latest
trends. Young and uncommitted, the majority of this group live in rented apartments. Almost half of this
segment has secondary education and has attended a college or university.
The Midtown Mix is the most ethnically diverse social group, according to PRIZM. The Mix consists of
a mix of singles and couples, homeowners and renters, college alumni and high school graduates. Their
motivations are highly influenced by the pursuit of an active social life. These members are considered newage-early adopters who spend their time keeping up to date with the latest technology and frequenting bars,
health clubs, and restaurants.
According to PRIZM Young Achievers is a life stage group of 20-somethings who've recently settled in
metro neighborhoods. Young Achiever segments are twice as likely as the general population to include college
students living in-group quarters. As achievers they are setting goals and reaching for them while enjoying their
youth.

208 North Laura Street Suite 102 Jacksonville, FL 32202

E-Mail: cmccleister@yahoo.com

Phone: (954) 918-1088

Web: VisitJacksonville.com

Fax: (904) 798-9104

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5) Keywords:
Some keywords important to this audience are cheap, low price, deal, coupon, drink special, outdoors,
nature, adventure and new. Other keywords could be update, latest, hipster, beach, art, hippie, bohemian, foodie
and local.
6) Whats important?
The demographic and psychographic information that represents South Floridians between the ages of
16-26 suggests that active, social and cheap lifestyles are important to this audience. They are motivated by
staying up to date with the latest events, specials, technology and clothes, as long as they fit in their budget.
The statistics show this group spends more money on permanent lodging and a very low percent on
other lodgings. This is important to keep in mind when reaching out to this audience to spend money on
vacation.
The head of household information tells me the target audience includes students still in high school as
well as South Florida high school graduates who did not venture away from home. The information also tells
me this group values education as a large majority of them attended a second level education. Their education
level also shows they are goal oriented and motivated. They are able to set out to get a degree and achieve that
while maintaining an active lifestyle. Technology and entertainment is another strong motivator for this group.
They keep up to date with all technology, social medias, fashion and pop culture. Using celebrities, social media
and hip ideas are key to reaching this audience.
A key point I took from the information gathered is that the audience is really motivated by the thoughts
and approval of their peers. They will always want to eat, drink, travel to, and wear what is trendiest at the time.
This is key to finding hip and funky places to attract this audience for their next social media post.
7) Audience Sources:
Primary:
1. Family
2. Friends
3. Acquaintances
4. Professors/teachers
5. Community leaders
Secondary:
1. Social Media (Twitter/Instagram/Facebook, etc.)
2. Entertainment (movies, television series, YouTube, Vine, etc)
3. Magazines
4. News Channels
Order of audience sources significance according to research from PRIZM and Demographicsnow.com.

Visit Jacksonville

Courtney McCleister
Public Relations Specialist

208 North Laura Street Suite 102 Jacksonville, FL 32202

E-Mail: cmccleister@yahoo.com

Phone: (954) 918-1088

Fax: (904) 798-9104

Web: VisitJacksonville.com