Client: Jacksonville Children’s Chorus

1) Target Public:
a) Primary audience – parents ages 28-40 of young singers with diverse backgrounds in
in St. Johns County, Duval County and Clay County
b) Secondary audience – grandparents of young singers

2) Public nicknames that speak to demographics and psychographics:

a) Primary Audience – Active Achievers
b) Secondary Audience – Upscale Elders

3) Demographics for Primary Audience:

a) St. Johns County
- ZIP Code: 32259
- Total Population by Age: 12.6%
- Age: 35-44
- Education:
-Bachelor’s Degree: 28%
-Graduate Degree: 14.7%
- Marital Status: 58.2% now married
- Average Household Income: $109,761

b) Duval County
- ZIP Code: 32099
- Total Population by Age: 12.5%
- Age: 35-44
- Education:
-Bachelor’s Degree: 18.8%
-Graduate Degree: 8.5%
- Marital Status: 46.3% now married
- Average Household Income: $74,435

c) Clay County
- ZIP Code: 32068
- Total Population by Age: 12.7%
- Age: 35-44
- Education:
-Bachelor’s Degree: 16.2%
 -Graduate Degree:7.6%
- Marital Status: 56.6% now married
- Average Household Income: $80,059

Demographics for Secondary Audience:

a) St. Johns County
- ZIP Code: 32259
- Total Population: 4.33%
- Age: 51-56
- Highly educated
- Married
- Estimated Household Income: $145,000

b) Duval County
- ZIP Code: 32099
- Total Population: 6.89%
- Age: 51-65
- Highly educated
- Married
- Estimated Household Income: $140,000

c) Clay County
- ZIP Code: 32068
- Total Population: 7.45%
- Age: 51-65
- Educated
- Married
- Estimated Household Income: $ 125,000

4) Psychographics for Primary Audience:

Cellular Phone Televisions Food Away Gasoline and

Service from Home Motor Oil

St. John’s $7,142.98 $1.098.09 $3,560.72 $2,252.41

Duval $6,987.08 $989.98 $3,110.89 $2,177.80
Clay $6,409.89 $600.87 $3,320.54 $2,42.69

Psychographics for Secondary Audience:

 Food at Home Eyeglasses and Pet Purchase, Gardening and
Contact Lenses Supplies Lawn Care
Medicine
St. Johns $4,305.98 $210.98 $98.88 $109.76
Duval $3,709.89 $201.67 $89.50 $100.78
Clay $2,989.98 $98.65 $95.13 $70.99

5) Local and State Districts:

The three local districts the Jacksonville Children’s Chorus pulls from are Clay, St. Johns
and Duval County.

6) Important key words to include in materials:

Jacksonville Children’s Chorus, diversity, music lovers, philanthropy, networking,
concerts, music education, choral art, charities of the arts

7) Informational Networks:
The primary audience best receives information through friends, email, social media and
TV. The secondary audience best receives information through the radio, newspapers and
direct mail to their house.

8) As depicted through the demographic, psychographic and representational information,

education and entertainment are both important to the audience. Whether it be through
scholarships or personal funding, the audience will find a way to get their child into JCC
because of their appreciation for education. In addition, they also like their entertainment
and communications through cellphones and TVs. Therefore, they may be interested in
entertainment through JCC.

References

Gale Business (2019) “Comparison: Complete Demographic Comparison Report”

https://dnow.gale.com/dnow/?p=DNOW&u=jack91990
Gale Business (2019) “Comparison: Consumer Expenditures Comparison Report
https://dnow.gale.com/dnow/?p=DNOW&u=jack91990

Gale Business (2019) “Aging of Aquarius”

https://assets.cengage.com/gale/help/dnow/Mosaic/MosaicTypeC11