Downtown Jacksonville Art Walk

Natasha Odelin
Social Media Account Manager for Downtown Vision, Inc.
ncodelin@gmail.com
214 N Hogan St. #120, Jacksonville, FL 32202
(904) 634-0303
Audience Analysis
Assignment 2 60 Points
Assignment

Title

Description

Audience
Analysis

Examining
audience
needs,
expectations
and media use

Departmental
Goals
Conduct valid
research, think
critically, write
effectively

Due
Date

Points
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 audiences demographics and
psychographics so that the information will be positioned to meet your audiences 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. SUVdriving soccer moms.)

Downtown Jacksonville Art Walk

a. Mandarin Urbanite Graduates
III.

Provide a three-paragraph description of your publics 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 theyre 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 publics 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
urbanite graduates resorted to living in sketchy neighborhoods in dicey areas of
major cities, but not any more. Theyve taken a detour to second-tier cities in the

Downtown Jacksonville Art Walk

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 onethird of Mandarin urbanite graduates have lived in their residence for less than
three years. Theyve 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. Its 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
Nordstroms.
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 audiences needs, wants, desires and
expectations.
a.
b.
c.
d.
e.
f.
g.
h.
i.

City dwellers
Eclectic
Liberals
Intuitive
Trendy
Social
Body-conscious
Active
Digital-savvy

Downtown Jacksonville Art Walk

VI.

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.
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 its 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.
c. 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.