Part 1: Audience Analysis/Segmentation

Freberg Chapter 8 discusses audience segmentation and the importance of targeting

the correct audiences. This portion of the project requires you to answer the
question: Who is the target audience for your “client” organization?

NOTE: You can’t answer this question with “everyone.”

Complete the following table (refer to Freberg Table 8.1 on BlackBoard for more
information)

Demographics of target Psychographics Platform Type of Social metrics of

audience of target specifics social target audience
Families audience of target media user How many likes or
People who are on a Happy people audience
Facebook
Sad people Social shares we receive on a
budget media
Instagram
post
Twitter

What is their age? What are their What’s Are they What is their digital
1-50 attitudes? their life creators? behavior like on certain
Excited stage? They might platforms?
enthusiastic Babies be! They Facebook-very active
Young can create Instagram- semi-active
adults their own Twitter- more of a
Adults reader than posting
creations at
elderly
big scoops
22

What is their gender? What are their What is Are they How much time do they
behaviors? their inactive? spend on platforms and
Female and Male Good behavior industry No, they are which platforms?
and active and Facebook: 29 hours a
compan full of life week
y size? Instagram: 31 hours a
Average week
people Twitter: 2 hours a week
What occupations do What are their What Are they What time/day of the
they hold? interests? type of collectors week are they most
Teacher Spending time user are of active on social
Nurse with their they information media?
Firefighter family (see ?
Mornings
Personal trainer Indulging in next They
Business women/men column Late afternoon
sweet treats collect
to the night
information
right)? over the
They like
internet
to read
informati
on on the
internet

What is their race? What are their What is Are they What type of content
White, black, asian, opinions? their spectators resonates with this
green, blue, anybody positive loyalty ? audience?
to the They might Happy, joyful, improving
brand? watch the community
Yes we when we
are a first open to
local see if we
brand are going
so they to be liked
want to
support
us

Where are they What is their Are they What device do they
geographically? lifestyle like? critics? use to access social
Lives in the city or Works Yes but media?
surround suburbs monday-Friday their critics Computer
and has the are Cell phone
evenings and supportive tablet
weekends off

What is their language What types of Are they

preference? connections joiners?
english do they have? I would say
yes since
they decide
 Friends, family, to join us in
and people our local
they work with ice cream
shop
success

What is their likely

relationship status?
Single
In a relationship
married
Divorced
Heart broken
It's complicated

After answering these questions, write a brief paragraph or two describing the
primary target audience for your “client” organization. Why is this group your target
audience? How will you reach them through social media? What specific social
media platforms will you use to reach them and what kind of content is most
appropriate to reach them?

● Our target audience would be families and friends. This group is our target
audience because they are people that would like to go out and have a sweet
treat one afternoon. Families have children and children always want ice
cream. A couple of friends might want to meet up and grab a quick treat to
catch up or spend time together. We will reach this audience by posting on
instagram and facebook. We will use both of these social media websites to
run specials, introduce new flavors, and announce when we are doing events
for the community.

Part 2: Content creation (community-service oriented)

Freberg Chapter 7 focuses on writing for social media platforms. She claims that only 1
in 4 social media posts should promote the organization’s products or services. The
other 3 out of 4 should promote community, clientele and company culture. This part of
the project requires you to create a social media post that promotes a
community-service event that your “client” will host. Think about how your “client”
organization can give back to the community (pay it forward) and then write a brief post
(two to three brief paragraphs) promoting this event. You’re creating content for your
“client’s” social media platforms; you’re not curating content in this case.
Refer to the rules of content creation in the Chapter 7 PPT, and then answer the
following questions; then include the actual social media content:

1. What specific event/campaign/fundraiser will your “client” hold in order to give

back to the community? This needs to be an event that is original and specific to
your client.
1. BYOB – Bring your own bear and receive a free ice cream cone. The bear
(toy) will be donated to the Boys and Girls Club of Spartanburg.
2. Why did you choose this event?
1. To not only bring toys and happiness for those in need, but it brings the
family out for ice cream.
3. How will this event serve the community?
1. This event will serve the community by bringing having the children share
their bears (toys) with other children. Bringing the community together one
bear at a time.
4. What is the purpose of this event? Is your “client” raising money for a certain
charity or local group? Is your “client” donating its products/services? What’s the
point of this event?
1. The purpose is to give back to children who don’t have the ability to have
toys like this. Our client isn’t raising money, but they are holding a toy
drive in exchange for a free cone. The point is to bring out families to
donate, but also have them associate Big Scoops with a family friendly
environment.
5. What are the specific details of this event (when will it be held? Where will it be
held? Will snacks be provided? Who’s invited, etc.)
1. This event will be held at the Big Scoops store on July 7, 2019, right
around the time students are out of school for the summer. No snacks will
be provided, but ice cream will be available for sale or for trade for a bear.
We will post flyers and send out emails for those who are subscribed to
our emails.

Post the content you’ll place on social media here, and specify which social media
platforms you’ll use to promote this event. Why did you choose these specific social
media platforms? In this post, be sure to include your “client’s” name and the details of
the event; also, be sure to indicate if this event is invitation-only or if it’s open to the
public.
● We will be posting this flyer on facebook and instagram. We are picking these
two social media platforms because we believe our target auice uses these two
the most. We will be able to reach families through facebook mainly mothers or
the women of the household. We will reach the younger generation via
instagram.