1) Target Audience Duval County dads between the ages of 45-54 2) Nickname Eco-friendly Single Dads 3) Demographics According

to DemographicsNow, men between the ages of 45-54 made up 14.3% percent of the population in 2012. DemographicsNows mosaic feature also shows that over 30,000 households (8.8 percent%) in Duval County are composed of a group they call Everyday Moderates which includes my target audience. According to the American Fact Finder, the latest estimate of the total population in Duval County is about 870,000, estimated in 2011. The American Community Survey found on the American Fact Finder website shows that my target audience is 15,000 households. It says that these are the men who are the leaders of a household with no wife present. Of those 15,000 households, about half have of them house at least one child under the age of 18. Surprisingly, in Duval county, only 25 percent% of the population over the age of 25 has a bachelors degree or higher, according to the American Fact Finder. The American Community Survey also shows that about 6,000 men between the ages of 45 and 54 (with no regard to race) live in poverty, however, my target audiences highest earnings by age are between 64,000 and 99,000. 4) Psychographics DemographicsNows mosaic research feature shows that my target audience is the norm with a parent between the ages of 45 and 65 and are mostly white with the percentage of Hispanics rising. More than a quarter of these households have children who are teenagers or in their early 20s. It also says that only deviation from the average is in their education levels. It is made up of mostly people with high school educations. This group primarily watches Primetime TV and are turning toward the Iinternet, instant messaging and research for the news. Theyre responsive to outdoor ads on billboards. They tend to go to websites like CNN, NSNBC, ABC and FoxNews for their information, and also social media sites like Ffacebook. The main reason I chose this group is because of their recreational activities. They dont enjoy traditional exercise, but do like outdoor activities like hiking. 5) Stakeholders According to my research on my target audience, their main stakeholders would be commercials during primetime television. Nightly news stations are important because this is when my target audience is usually watching television.

Comment [MAS1]: Twitter?

Billboards and other types of outdoor advertising like flyers or brochures left in their places of employment may also be helpful to the single dad. Its important to recognize that the internet is also a huge factor in where my target audience gets their information. They often search internet news sites for more information. 6) Whats important? Based on the information Ive gathered from DemographicsNow and The American Fact Finder, my target audience is interested in ways to entertain their children. They are interested in outdoor activity, and finding unique ways to exercise other than traditional aerobics. They have good careers for the most part, and most have a high -school education. They tend to be more independent on how they get their news and information, as opposed to women who primarily look for their news through personal relationships. Single dads are primarily composed of those who are divorced, widowed or nevermarried men, according to Pew Research Social Trends. I also found a Pew Research study that said that though single fathers are better off financially than single -mothers, theyre becoming increasingly more interested in spending time with their children and providing emotional support, rather than just financial support. 7) Informational Networks I. Primetime Television (primary) a. News stations b. Commercials c. Sports Stations II. Internet (alternate primary) a. News sites (news4jax.com, firstcoastnews.com) b. Social media (mostly Facebook/email/instant messaging) c. Independent research (google, bing, yahoo) III. Personal Relationships (secondary) a. Family b. Colleagues c. Friends

Comment [MAS2]: These are not stakeholders. Stakeholders are people or organizations that also have an interest in your organization/client.

Comment [MAS3]: Not sure I understand this statement? Needs a rewrite.

Zarina, Check AP style. Also see notes under stakeholders and make corrections for your press kit! Grade: 63 pts.