For our client the Con, we decided to target the students at the University of Sydney. Our primary audience are undergraduate students, who have an average age of 21 and whom number 32 thousand at the university. Our secondary target audience comprises postgraduate students and international students and number 31 thousand. Of these two groups, we know most would be unaware of the Con’s offering of free lunchtime concerts, spend 35-45 hours/week doing uni work of which only a portion of that is in class and much is being on campus. Finances are usually a strain for university students so the ‘free factor’ presents a good incentive to for those to attend. For student’s communication habits “Using technology for communication is part of students’ lifestyles” (Gallardo-Echenique, Bullen & Marqués-Molías, 2016, p. 12) and that “[students] are heavily immersed in web 2.0 technologies … Facebook, Twitter, podcasts, wikis, blogs, virtual worlds, video sharing and photo sharing” Bicen & Cavus, 2011, cited in Gallardo-Echenique et al., 2016, p. 2). The Con, as a cultural institution, needs to be more expressive and communicative with its audiences through social networking sites to achieve its goal of increasing attendance at its concerts.
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