Take your business/client/brand (the one from the SMART goals assignment), and taking into account geographic area, tell me about your target audience. You will need to define both demographics and psychographics. You can look at your target area using either the US Census or SimplyAnalytics to see what your potential targets might be.
This is the target audience for your social media message NOT for the entire product. To whom are you speaking with your social media. Remember the narrower your target the more likely your social media campaign is to be successful. If you speak to everyone; you speak to no one.
Use the same business/brand as you used for your goal assignment. I have provided four samples below or (even better), you may also use a real local business. By using the same brand for all your assignments you will find that at the end of the semester you will have a social media strategy outlined for this business that you can put in your portfolio.
Sample Businesses for Social Media and Strategic Branding WITH potential client areas. (To help you narrow your audience and come up with a real number of potential targets.)
Elizabeth Marsh – Candidate for Mayor of Middle South Miami. District is composed of zipcode = 33134. Precincts 606 and 623
(note this is not the real boundary of South Miami, but I chose one zipcode to make demographics easier.)
Candidate’s interest and expertise are education and climate change
Candidate wants to raise money, so how many people would you say are interested in education (for their children) and sea level rise? Be honest with yourself (and me), not everyone cares about (or believes in) climate change and a smaller target is better.
Mobile Tire Repair and Replacement (you pick a great name) – service area is zipcodes = 33134, 33126 and 33144.
New company seeking to establish brand awareness
Tire repair and replacement at your work
Westchester International Bank – local area zipcodes = 33155, 33144,
Established community bank that wants to expand portfolio
Wealth management and estate planning
Little Royals VPK (Voluntary Pre-K) and childcare. Zipcode = 33134 & 33144
LRVPK is a well known high end childcare facility
Rebranding to service more moderate income families through state sponsored VPK
Using this brand, define their target market using demographics and psychographics. Your research should reflect SimplyAnalytics or the US Census, and ESRI. Your target must be narrow with respect to age, socio-economic bracket, and sex, also race/ethnicity if it is relevant.
I would like you to develop a complete definition on your chosen clients target audience. Who are they? (Demographics AND Psychographics)There is a worksheet/template to help you. This template is NOT the entire assignment.
You should then tell me how many of these people described above are in your target area. This is where you need to use SimplyAnalytics.
Lastly, create an audience persona (or buyer persona) which is description of a person with a name, sex, etc who is your typical audience member. This needs to include a picture. I have included templates for audience personas in the module. You may follow one of these or you may do some research on your own to find another style you like better.
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