DUVAL COUNTY SUPERVISOR OF ELECTIONS
5200-2 NORWOOD AVENUE
JACKSONVILLE, FLA
For more information contact
Hannah Johnson, Public Relations Manager
(904) 502-3362
N00640569@unf.edu
Target Public
The “Millennial Generation” consisting of 18-29 year olds working part-time without a college degree in the 32204 area code. According to PEW research center, this age group has the least amount of participation in voting than any other age group.
Public’s Nickname
“The Riverside Somethings”
Public’s Demographics
The US 2010 Census states that there were 821,784 in Jacksonville, Fl. Of this population there were 1,364 people aged 20-29 in the 32204 zip code.
Claritas’ 2011 PRIZM Segmentation System also states a group of younger, lowincome singles without kids is prominent in Riverside, or the 32204 area code. This urban area is known for its’ nightlife and young residents. They are referred to by PRIZM as the
City Startups. This public lives in a neighborhood with café’s, bars, and clubs, and is one of the youngest segments in America.
The life stage group under this heading is called Striving Singles. According to
PRIZM’s 2011 statistics they are renters who make a median of $33,160 a year from service jobs or part-time work. The US Census states that 2,451 are renters in this zip

DUVAL COUNTY SUPERVISOR OF ELECTIONS
5200-2 NORWOOD AVENUE
JACKSONVILLE, FLA code, roughly a quarter of that number is from the 18-29 age group. Housing for this public consists of mostly cheap apartments.
The racial makeup of this neighborhood is Caucasian, Hispanic, and a high concentration of African Americans and they do not have college degrees.
Psychographics
According to “
MILLENNIALS: Researching the application of demographics to build customer relationships and HR strategy,” an article by Philip Atkinson, Millennials express an entitlement attitude, they are selfish and have no work ethic. They are the generation who came home from school and were immediately engulfed with tv. They absorbed more TV and MTV than any other generation.
Those who aren’t in college have a sense of a day-to-day living. Time is money and they spend it having fun. They don’t foresee the future and how what they do today can affect their tomorrow. With the internet coming into such sophistication in their generation, their information is instantaneous. Millennials grew up in a “need information and need it now” era.
They have experienced instability in their lifetime, be it 9/11 and the war on terror, or sinking economy, and the lack of jobs. Now they are more difficult to motivate.
To do so you need to know what they are passionate about and what they don’t care about. Millennials also get bored easily and hate to stretch their intellect. Many don’t know the election process or what each candidate’s platform is. They don’t go out and research the matters important to today’s election and therefore, don’t vote.
State and City Representatives

DUVAL COUNTY SUPERVISOR OF ELECTIONS
5200-2 NORWOOD AVENUE
JACKSONVILLE, FLA
Audrey Gibson- State senator for District 1 containing Duval county.
Representative Mia L. Jones- She worked for the Mayor's Office of Equal Employment
1992-1995, Equal Employment Opportunity (EEO) Assistant
Representative Michael B. Weinstein- on the Jacksonville Super Bowl host committee,
Downtown Rotary-past member
What’s Important to Audience
According to a recent Forbes article we need to take 20-somethings seriously.
This group has come of age into the toughest economy. They are being told “The 20s are for having fun anyway. Real life starts later.” However this age is the most important in a young person’s life. According to Meg Jay, Ph.D., a clinical psychologist specializing in adult development and the author of The Defining Decade: Why Your Twenties Matter– and How to Make the Most of Them Now
, 80% of life’s most significant events take place by age 35, making the 20s a “developmental sweet spot.” This includes deciding who they want to run their country.
If this group isn’t targeted and hit hard with information they simply won’t care enough to vote. They need to be presented with frank information on the voting process and resources to get information they need to make an informed vote. They need to be told where to go and what to do, what information to fill out and any deadlines. This all needs to be done in a quick and easy, even fun, method or their attention will be lost.
Outline of Informational networks
1.
Friends a.
Word of mouth (Primary)

DUVAL COUNTY SUPERVISOR OF ELECTIONS
5200-2 NORWOOD AVENUE
JACKSONVILLE, FLA b.
Social networking sites, especially Facebook (Secondary)
2.
Standard Networks a.
Local Magazines b.
Radio
Audience Media Outlets
Folio weekly is a free magazine geared towards urban life such as that in the 32204 area, according to their website. They target the bars, clubs, and local café’s in their promotion and news. According to SRDS, 93.3 FM is the main local radio station for 18-24 year olds who make under $30,000 a year. 95.1 FM is geared towards 18-49, 97.9 and 107.3
FM to 18-34 age group. To address social networking sites, the best way to target this audience would be to make a Facebook page and Twitter handle for any events or news about the election and voting process.
Contacts:
95.1- Gloria Bryant, PSA Requests. Gloria.bryant@coxinc.com
, (904)245-8500
97.9- Tommy Bodean, Program Director.tommybodean@979kissfm.com
107.3- Lisa McMahon, Sales Manager. lisamcmahon@clearchannel.com
Folio Weekly- Denise Reagan, Editor- dreagan@folioweekly.com
David Johnson, Arts & Entertainment Editor- djohnson@folioweekly.com
Media Choice
Primary source of information would be friends. This public relies heavily on social experiences including, but not limited to, social media. They want their information fast

DUVAL COUNTY SUPERVISOR OF ELECTIONS
5200-2 NORWOOD AVENUE
JACKSONVILLE, FLA and to be able to filter their news by their personal likes and dislikes, and to have access to what relates to them the most. Internet sites, mainly social media, for information about events at bars and clubs would be geared towards this public.
Second source of information would local urban magazines such as Folio Weekly. This magazine has promotions and news about urban parts of Jacksonville, along with thriving night life and events around the city.
Third source would be the radio. They may listen on the way to work in the late morning or afternoon, and on the way home late after going out. PSA’s would be beneficial at this time.