Kayla Kubart

Target Public: My target audiences for the Ogier Gardens are young, active, independent college women. I would then narrow it down to targeting the sorority women of the University of North Florida campus. Theyre known for being involved, charitable, educated and active on campus and in the community. Sorority girls are always looking for volunteer work for their philanthropy, resumes and personal enjoyment of being a part of something. These girls live healthy, active lifestyles and are always striving for whats best for them, setting new trends, showing off what they have. Fortunately, for the Ogier Gardens, healthy eating and organic foods are whats in! Sorority women have easy access to the gardens and will soon discover how much they will benefit from the gardens as do we when they come to visit! Nickname: Swooping Sororities Demographics: Swooping sororities would most likely fall under the area ZIP code of 32224. This ZIP code contains the University, two off campus student living neighborhoods and mid income homes nearby. According to the DemographicsNow database, the non-family population makes up about 23.7% of the people in this area code with college dormitories making up 6.9% of the population. Freshman are now required to live on campus and upper class man are known for living off campus in group living quarters, such as renting homes and apartments with fellow roommates or sisters. Of these household demographics on consumer expenditure, the data shows that households spend an annual average of $210.96 on fruit and $188.33 on vegetables. The education level of the sorority girls I am targeting fall under the some college education which is 23% and obtaining an associates degree which is 9% of the 32224 population. As for marital status, majority of these women and single, considering some sororities force you to become alumni when you become married. Majority of women in the five UNF NPC sorority chapters are of white Caucasian ethnicity or race due to there also being a separate organization for multicultural sororities. The population in the area is 80% white. A poll released on February 13, 2013 by the UNF Department of Communications narrowed down the 32224 population to a randomized selection of 917 students. This poll found that the highest percentage of students ranged between the ages of 18 to 24. Caucasians represented 61% of the campus, 41% of students have some college

Kayla Kubart

education at a minimum and the annual household income $25,000 to $50,000. Females constituted 52% of this survey. Reports provided by the Office of Fraternity and Sorority Life at UNF also show that there are 515 girls active in sororities on The UNF campus. Psychographics: The swooping sororities are known for being active and outdoorsy. They enjoy pickup sport games, outdoor festivals, working out and staying fit. They are cultural rich and immerse themselves in leisure activities during their spare time. This means they do not watch much TV, if they do, they are interested in E! Entertainment and cable new stations for information. They are not known to read the newspaper but still subscribe to their favorite magazines and publications. When it comes to the viewpoints of this audience, they tend to be more on the liberal side outnumbering the conservatives four-to-one. They are non-conformists and environmentally conscious. College students such as the Swooping Sororities support progressive, social and economic issues but lack in voting for participating in strikes or protests. Happy with theyre state they do not feel a need to improve society. Sorority women may be more on the fashionable side but compared to most college students they do not care about designer brands or the newest electronics. Students like thrift stores, clearance racks, fast food restaurants and listening to the radio. Their cheap lifestyles might have something to do with their bank accounts usually containing less than $5000 and rarely having credit. Majority of them do not have high speed internet at home and rely on their smart phones for internet. They use the cell phone internet for information and communications. Unlike most college students, sorority women tend to be more involved and active among other clubs and organizations on campus. They are also very active in their community considering each sorority has at least one philanthropic organization on which they spend time and money. They have raised at least $38000 in the spring 2013 Report from the UNF NPC while maintaining a GPA of about 2.98. Stakeholders: The stakeholders that would take interest in my clients would be the National Panhellenic Council because they oversee what each sorority is doing so that they can help spread positive publicity about their chapters to new and upcoming freshman sorority girls. Another stakeholder might be parents of the sorority women because they want to invest in what they're children are doing with their time and money. Another

Kayla Kubart

stakeholder would be the headquarters of each individual sorority because it could lead to the adopting of other sororities around the country adopting some type of farming philanthropy that can connect with the Ogier Gardens. Fraternities will also become a stakeholder because they are some of the largest contributors of raising money and participating in sororitys philanthropies. Another contributor to the garden and sororities would be local businesses that sponsor sororities and where they donate money and volunteer time to. Explanation: What seems most important to my audience is a sticking to your roots, keeping active and busy while living a simple and cheap lifestyle. I chose women because they make up the most of the population in the 32224 zip code. To be more specific, the UNF NPC reports that there are 515 girls in sororities versus the 415 men in fraternities, giving us a larger audience to reach for our client. To start, this ZIP code contains campus dormitories, two off campus housing communities and mid income household neighborhoods. Though college students are low income, you find them renting with multiple roommates to cut down costs. Sorority girl tend to be able to afford this type of living. Anyone in this ZIP code has quick travel times to the gardens, especially freshman sorority girls who are required to live on campus. My audience is educated with minimum of some college because to be active in a sorority you have to be enrolled at the university. Educated people are more self-aware of their personal surroundings and community. Because they belong to the university they may receive more benefits of attending the gardens and getting something out of it. Though college students range between the ages of 18 to 24, you may only be active in a sorority for 4 years. Fortunately for the Ogier gardens, this audience's age are known for being active outdoors people. They like pickup games, leisure activities, and staying fit which is perfect for students who want to pick up a new outdoor interest or hobby. Sorority women are also very active, philanthropic and charitable. DemographicsNow information shows that people of this age are environmentally aware and involved. The statistics also show that college students such as sorority women tend to prefer fast food over a fine dining meal due to cheap prices. This could lead to awareness of the gardens and the cheap prices of receiving your food from the gardens. Or even encouragement to have the sorority women adopt a bed and grow their own crops. Networking:

Kayla Kubart

The primary source of networking that will be most influential is through public speaking and word of mouth. Sororities allow chapter visits in which visitors can come into their meetings and spread information to the entire chapter. According to DemographicsNow, this age is moderate with technology and social media so this is why I would make it my second form of networking. Social media and technology such as emails are an easy way to contact and remind a larger audience such as sorority women. Majority of these girls have phones with access to internet for multiple communication outlets and information. My third source of networking would be a flyer or small pamphlet to be passed around or posted throughout campus. Sorority women speed a lot of time on campus and would be a great way to spread information on events and volunteering.