Target Market and Influence Analysis
Created using Nature template via Piktochart.com This is a Target Market and Influential Analysis Milestone for the project: Social Media Marketing Plan for the AMC Program that was in fulfillment of the MARK 5002 course (Integrated Digital Media) under the Post Grad Certificate of Interactive Marketing Communications of St. Lawrence College in Kingston, ON. Project Goal: Identify and understand the attributes and preferences of the ideal target market and the influence of the AMC program in order to be able to develop a strong target profile a highly targeted strategy with your team. Target Audience The target audience for the campaign speaks to the millennial generation. They are from the age bracket of 18-24 years old where the majority is female that belong to the Frontenac County Region. The target audience belongs to two group segments under the Younger Years PRIZMNE group classification. We identify these two group segments as the Striving Singles and the Mainstream Singles: STRIVING SINGLES Striving Singles are centered in exurban towns and satellite cities, these twenty something singles typically have low incomes—often under $25,000 a year—from service jobs or part-time work they take on while going to college. Housing for this group consists of a mix of cheap apartment complexes, dormitories and mobile homes. They are racially mixed and as consumers, the residents in these segments score high for outdoor sports, movies and music, fast food and inexpensive cars. MAINSTREAM SINGLES Mainstream Singles are recognized as young and hip, they are a life stage group of twenty-something who have recently settled in metro neighborhoods. Their incomes range from working-class to well to do, but most residents are still renting apartments in cities or close-in suburbs. These segments contain a high percentage of Asian singles, and there’s a decidedly progressive sensibility in their tastes as reflected in the group’s liberal politics, alternative music and lively nightlife. They are twice as likely as the general population to include college students living in-group quarters.
