Target Audience

Using the Arts Council TA document I have identified my target audience as:

Fun, Fashion & Friends

some engagement

Their leisure

• Fun, fashion and friends make time for socialising with their friends and partners at pubs and bars, over a meal or by meeting for the occasional coffee. Social networking sites are also used as a way of sharing information and keeping in touch with friends.
• They would describe themselves as creative, stylish and optimistic. They admit to treating themselves when out shopping, with a proportion stating they really enjoy shopping for clothes. Other interests include cooking, specifically trying new recipes and foreign cuisine.
• They pay attention to their fitness and tend to exercise two to three times a week by swimming, cycling and aerobics, but acknowledge there is more they could do to look after their health.

Engaging with Fun, fashion and friends

• Arts opportunities positioned as ‘contemporary’, ‘trendy’, ‘fun’ and as an opportunity to spend time with friends and family are likely to be attractive to this group. Keen followers of media and celebrity news, they might also respond to endorsements from high-profile media campaigns and celebrities.
• As this group are online everyday using the internet as a source of information and keeping in touch with their friends via social networking sites an online campaign could be an effective way to interact with this group. A Facebook page or Twitter feed could be a way of keeping this group updated with arts events on an ongoing basis.

Their media
Most important media for this group:

• Magazines. This group buys magazines to keep up with celebrity news and read about clothes, fashion and food. They are more likely to read Boots’ Health & Beauty, Heat, OK!, Now, Reveal, Closer, Hello, Sainsbury’s Fresh Ideas and Waitrose Food Illustrated.
• Internet. When Fun, fashion and friends need information the first place they look is the internet. This group uses the internet every day or most days and online activities include email, price comparison websites, online shopping and looking up cinema/theatre/concert listings. This group also visits social networking sites to interact with friends. Their most visited sites include Google, Facebook, YouTube, BBC and eBay. 

I feel my interactive newsletter is well suited to this target audience, the main reason being that they have an interest and passion for fashion. Another reason being that the internet and magazines are the most important media to fun, fashion and friends, as my interactive piece combines both these media forms I feel my online newsletter will be very engaging and appealing to the group.