Audience Analysis
Target Public
Family oriented mid-upper class women between the age of 30 – 55 who live in Fruit Cove,
Mandarin and Ponte Vedra are the target publics for this campaign.
The Target Publics Nickname
The Suburban Super-Mom.
Demographics
The target publics live in Fruit Cove, Mandarin and Ponte Vedra. Fruit Cove and Ponte
Vedra, which is located in Palm Valley, are considered part of St. Johns County, according to
City-Data.com. Mandarin is located in Jacksonville and is considered part of Duval County,
according to City-Data.com. The target publics live in the following three ZIP Codes: 32259,
32258 and 32082.
According to City-Data.com, female’s account for 49.9 to 51.8 percent and males account for
48.2 to 50.1 percent of the population in the three ZIP Codes previously listed. CityData.com notes that 68.0 to 86.7 percent are family households and only a small amount,
2.5 to 4.0 percent, of households have unmarried partners. The median age is between 35.2
to 42.0 years and 85 to 88 percent drive alone in a car to work, according to City-Data.com.
According to Claritas 2010 Prizm Market Segmentation, average household income is
roughly $80,000 to $100,000. Almost all residents live in urban areas and the estimated
median house and condo value range from $210,000 to $450,000, according to CityData.com. Claritas 2010 Prizm Market Segmentation notes that the majority of residents
are homeowners.
According to Claritas 2010 Prizm Market Segmentation, the target publics hold
management level positions and education levels range from college grads to graduate
plus. The population is predominately white and 89.9 to 93.8 percent of residents speak
English in the home, according to City-Data.com.
Psychographics
According to Claritas 2010 Prizm Market Segmentation, the target publics enjoy sports
such as golf, tennis, swimming, snorkeling, skiing, boating and biking. They live in new
homes built on large properties, drive nice cars such as GMC Yukon Denali’s and watch payper-view movies. According to VALS Segment Characteristics the target publics are
achievers. Achievers lives are centered on their career and family. They avoid excess
change, have formal social relationships and are politically conservative. Achievers are
moderate, goal oriented and conventional. They are also attracted to premium products,
enjoy watching television and read business, news and self-help publications.
Audience Analysis
Senators and City Council Members who represent the Target Public
According to flsenate.gov, the Florida Senates website, the senators that represent the
target audience are:
 John Thrasher, Republican senator for District 8.
 Stephan R. Wise, Republican senator for District 5.
 Audrey Gibson, Democratic senator for District 1.
Thrasher serves the following counties:
 Duval
 Flagler
 Nassau
 St. Johns
 Volusia
Stephan R. Wise serves the following counties:
 Clay
 Duval
 Nassau
 St. Johns
Audrey Gibson serves the following counties:
 Duval
 Flagler
 Putnam
 St. Johns
 Volusia
According to COJ.net:
 E. Denise Lee is the District 8 city council member.
 Lori N. Boyer is the District 5 city council member.
 Clay Yarborough is the District 1 city council member.
What is Important to the Target Public?
The demographic and psychographic information suggests that the families in these areas
have a very comfortable lifestyle; financially they are doing better than most. They
participate in expensive but active leisure activities, which suggest that they like to have a
good time. The activities are team based which suggests that they spend a lot of quality
time together as a family. They also have large houses and nice cars suggesting that
financial status is important to them. Based on the amount of people that drive alone in
their cars to work one could assume they are not largely concerned with being
Audience Analysis
environmentally friendly or “green”. There are also quite a few schools in the area, which
suggests that they live in a family oriented community.
What is the Target Public’s Primary Source of Information?
According to Pew Research Center, 78 percent of adult women use the Internet. The Pew
Research Center also notes that 96 percent of those who use the internet have a household
income of over $75,000 and 94 percent have a college education. Based on this research the
target public’s primary source of information would be the Internet.
Local Print, Radio and TV Outlets
According to SRDS.com:
 The Florida Times-Union is the leading provider of news and consumer information
for readers and advertisers of Northeast Florida and Southeast Georgia.
 The Times-Union is distributed seven days a week.
 The circulation is: Monday-Friday: 99,280; Saturday: 108,565; and Sunday: 159,312.
 The Times-Unions website, Jacksonville.com, is the most visited website in the
market and that the total combined audience reached is 619,730.
According to SRDS.com, other local print sources include:
 The Ponte Vedra Recorder, a weekly paper published on Friday with a circulation of
4,975.
 Folio Weekly, a weekly paper published on Tuesday with a total circulation of
41,451.
 The Mandarin Newsline, published monthly with a total circulation of 24,479.
According to SRDS.com, there are two radio stations in the area that specifically target
women between the ages of 25-54:
 WEJZ-9.61 FM, Lite 96.1
 WGNE-99.9FM, 99.9 Gator Country
Lite 96.1 is adult contemporary radio with a 24 hour operating schedule; 99.9 Gator
Country also has a 24-hour operating schedule.
Other popular stations include:
 WJGI-96.9 FM: The Eagle
 WXXS -102.9 FM: X1029
 WAPE-95.1 FM: Jacksonville’s #1 Hit Music Station.
According the data provided by Pew Research Center the target publics are heavy users of
the Internet. Claritas 2010 Prizm Market Segmentation notes that the target publics
purchase products from websites such as amazon.com. Not only do the target publics use
the Internet for informational purposes; they also use it for entertainment.
Audience Analysis
Appropriate Media Choice
Based on its reputation and size the obvious source to place a print advertisement would
be in The Florida Times-Union. Compared to readership during the week, the Florida
Times-Union’s readership nearly doubles on Sunday. It also increases by almost 10,000 on
Saturday. Therefore ads would be placed weekly in the Saturday and Sunday paper.
The Internet would also be utilized because the more than three-fourths of the target
publics use the medium. Lite 96.1 and 99.9 Gator Country would also be utilized because
the stations specifically reach women within the age range of the target publics.