1) Define your target public.

Be sure to consider how its members will relate to the

client 5 points
For this project, I have decided that my target audience will be
surrounding college students who enjoy listening to music.
2) Give public a nickname that speaks to its demographics and psychographics (i.e.
SUV-driving soccer moms.) 5 points
The nickname I chose for this demographic is radiohead.
3) Provide a three-paragraph description of your publics demographics (i.e. where
they live, age, educational level, marital status, income, ZIP Code description,
etc.) 10 points
In this situation, radioheads are individuals who live in the 32224 area and
attend the University of North Florida. According to the 2010 census
accessed on Demographics Now, 22.8 percent of the population in this
area is between the ages of 15 and 24. From these ages, it presents late
high school students and students attending college.
The website also presents that 85.9 percent of the population is considered
legally single as well as 69.4 percent of the population making under
$50,000 a year. From this, most students most likely work regular jobs on
campus or near campus in order to pay for school and other expenses that
make the individuals seek low cost entertainment.
According to Simmons OneView, 88.9 percent of individuals from the
ages of 18 and 24 and in college agreed that music was an important factor
in his or her life in some way. Simmons OneView also demonstrated that
81.4 percent listened or played music and that 12.1 percent had been to
music festivals and/or concerts in 2013. Among college students between
the ages of 18 and 24, 56.5 percent listen to pop, hip-hop, alternative, folk
and rap.
4) Provide a three-paragraph description of your publics psychographics ( needs,
desires, how do members use information and expectations, etc.). 10 points
According to Pew Research Centers Maeve Duggan, 80 percent of people
between the ages of 18 and 29 use his or her cellphone to listen to music.
With this being said, it is expected that music is a common thing that
people in this age group use their phone for and makes it a high priority in
a digital era. In suburban areas like UNF, 49 percent of cellphone owners
use his or her phone for music listening as well.
In another research found on PRC by Amanda Lenhart and Mary Madden,
56 percent of college graduates stated that they did not mind downloading
copyrighted songs. It is illegal for copyrighted music to be downloaded
without the consent of the artist from either the artist themselves or from
an authorized third party. The college graduate puts him or herself at risk
by downloading illegal copyright music. If music had not been such a key
and necessary desire in a graduates life, the individual would not risk jail
time in order to get the necessary content.
In a research by Dan Hess, Lee Rainie and Max Kalehoff found on PRC,
audiogalaxy.com, billboard.com, azlyrics.com and other music related

websites pulled 15 to 18 percent of its audience from a college or

university student. This means that a large portion of college and
university students are involved in some sort of music scene and keep in
touch with happenings in the musical realm. With this, music is seen to be
a constant factor in student activity.
5) What are some of the key words that would be important to include in your
materials? These should be words that relate to your audiences needs, wants,
desires and expectations. - 10 points
Key words that would be important to include in my materials would be
cheap; pop; rap; hip-hop; alternative; local; indie; social; fellow college
students; food; beer; nearby.
6) Explain what that demographic, psychographic and representational information
suggests about whats important to your audience. This can only be accomplished
after sufficiently answering questions 1 -6. 15 points
The most important information about radioheads is the common relation
to music, social activity and the cost of the experience.
Among radioheads, music is a relevant subject. Simmons OneView
showed that 88.9 percent of college students ranging between the ages of
15 and 24 believed that music was an important factor in his or her
lifestyle. Following that study, 80 percent of people ranging between the
ages of 18 and 29 also used his or her own cellphone to listen to music. In
a digital age, the cellphone is a tool used daily by the millennial age that is
completely necessary to carry about daily functions. Whether music plays
on the transit from one area, radios on the sidewalk or another through
transportation or headphones on a phone, radioheads are in constant
contact with music.
With 85.9 percent of radioheads being single and 69.4 percent making less
than $50,000 per year, social activity for a low cost is a strong factor.
Radioheads look for social activity, but usually do not have the ability to
access it due to high cost of concerts and festivals. This being said, only
12.1 percent of individuals have gone to concerts or music festivals within
the past year, according to Simon OneView. Radioheads are turned off
from the idea of social, musical events because of the cost even though
music is such an important factor in his or her life. With the Art Walk
music scene free except for parking, it will attract more radioheads to
come and experience.
7) 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
The primary source of information is the radioheads network of friends.
Friends usually have similar taste and therefore have the best opinion in
what the radiohead will like. This friend experiences the event first had
and then relays to the radiohead how the experience goes and how he or
she may or may not like the event. The secondary source would be from
online ads. With musical websites having college students take up 15 to 18
percent of its audience, college students rely on those websites to relay

any happenings he or she may take interest in and experience first-hand.

Other sources of information would be fliers posted around campus that
the student sees or advertisements by the student homepage. Some booths
also advertise the idea that Art Walk is a happening and it is something the
student should experience. Lastly, teachers are a source of information
because teachers want his or her students to experience new things and
with Art Walk being an easily accessible event, the teacher will give the
students the idea to attend.