Audience Analysis

The target audience I have chosen is students from the University of North Florida
and Florida State College of Jacksonville looking for an outlet to complete volunteer
hours. I am naming the group compassionate college students.
Demographic Information:
Pawsitive Pets brings the R.E.A.D. program to schools located in Duval County and
St. Johns County. Within these counties, there are 11 major colleges and universities.
These institutions are located in the following zip codes: 32202, 32205, 32209,
32211,32224, 32246, 32256, 32218, 32081, 32084, and 32086. The total post-secondary
student daytime population in the beginning of 2014 for these zip codes is shown below:
Daytime Population: Post-Secondary Student Population 2014A, Sorted by Zip
Code for Covered Counties, Duval County and St. Johns County
Duval
32211-Jacksonville University- 2,880
32224, University of North Florida- 11,415
32202, Florida State College Jacksonville (FSCJ), Downtown Campus- 2,147
32205, FSCJ, Kent Campus- 1,375
32256, FSCJ, Deerwood Campus- 3,900
32246- FSCJ, South Campus- 3,620
32218- FSCJ, North Campus- 3,694
32209- Edward Waters College- 2,637
St. Johns
32084- Flagler College- 3,381
32086- University of St. Augustine for Health Sciences- 1,866
32081- First Coast Technical College and St. Joseph College of Florida- 503
For the purpose of this assignment, the focus is on the two campuses closest to the
Pawsitive Pets physical location- UNF and FSCJ. The target public is college students
between the ages of 18 and 24 that attend these to schools. According to Demographics
Now, 46.3 percent of the population in the 32224 zip code and 34.4 percent of the
population in the 32246 zip code are single. Based on the results of the 2013 Mosaic
Household Comparison found on Demographics Now, the target public was narrowed to
a classification of colleges and cafes. According to the site, the typical person from this
group is well-educated and a charitable donor. They typically live in inexpensive rental
homes and apartments and move relatively often, approximately every three years, in
comparison to other demographics in these areas.

Psychographics
This public is hard to define as one whole entity because interests are varied
across the board. However, most are students in college or recent graduates.
According to Dr. Kapner, these individuals are idealistic, socially conscious,
individualistic and anti-corporate. These individuals expect to have successful
careers after college. People in this public are highly concerned with self-identity and
this desire often drives life choices and spending habits.
According to Demographics Now, this public does not typically use traditional
media platforms to access their news. Those individuals in this public that do use
traditional media platforms only read the first page, comics section and general news
section of newspapers. Increasingly this public is moving to Internet new sources,
social media and their peer groups for information.
The most complete psychographic profile of college students was developed by
Peter Bennett, N.D. and published in the second edition of AMA Dictionary of
Marketing Terms. According to Bennett, college students have the following
attitudes: cynicism towards packaged messages, expectation of constant feedback
and a belief that that they can make a difference in the world. Bennett found that
college students have traditional values with what he describes as, high levels of
voluntarism. In his analysis Bennett found that college students are multi-tasking
content creators. They receive and create news content using a multitude of media
platforms and belong to the first generation of digital natives.
The information for this public is confusing because it is difficult to define.
College is a time where students form the ideologies that shape their identity and
students have an array of varying interests. However, one thing is clear, this public is
extremely introspective. Personal identity and getting through college are extremely
important to them. According to Bennett, this public is concerned with the
environment and giving back, especially through volunteer work. In order to appeal
to this publics interests, one must show how volunteering will benefit them
personally.
Key Words for Communcations:
1. Opportunity
2. Compassionate
3. Enthusiastic
4. Credit Hours
5. Academic
6. Comfortable
7. Assist
8. Relaxed
9. Influential
10. Giving Back

11. Help
12. Reading
13. Dogs
14. Books
15. Confidence
16. Children

Informational Networks:
1.
2.
3.
4.
5.
6.
7.
8.

Social network (peers)

Social Media
Internet news sources
Blogs and non-news internet sites
Television
Radio
Magazines
Newspapers