Assignment 1 · Uncategorized

Target Audiences Analysis

Our main target audiences would be the young generation, especially university students, in Sydney.

According to the conservatorium’s information, current concert audiences are generally retirees, older, concert staffs, parents, students. We went to a concert and confirmed this fact. There was a lack of young people.

Furthermore, a research (Chaffey, 2017) shows the main users of most social media platforms are between 16 and 34.

As we all know, universities gather a lot of young people whose ages are exactly within this range, so there are plenty of potential audiences.

Also, many students have already followed universities’ accounts on social media platforms such as Facebook and Wechat. Young people engage with three main types of people through social networking services, the friends who have relationships in reality; people introduced by friends; and people they randomly add (Bluemoon, 2011). It’s feasible to expand our influence not only in universities but also in whole society.

We also did research on people who work in the nearby companies. However, their lunchbreak is too short so they do not have enough time to enjoy a concert.

Given all these considerations, we choose young people, especially university students, as our core target audiences.

References

Bluemoon, G. (2011). Like, post, share: Young Australians’ experience of social media Qualitative research report. The Australian Communications and Media Authority, Australia.

Chaffey, D. (2017). Global Social Media Statistics Summary 2017Smart Insights. Retrieved 23 March 2017, from http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/?new=1/?new=1

Zhumin Yu, Karen Cheng, Aida Naizabekova, Kelen Wang

Assignment 1

Be The Filter

Group Member: Aijing Song, Yao Xiao, Yue Yang, Qi Qi

For Be The Filter, our group use four social media platforms (WeChat, Weibo, Facebook, and Instagram). We will use these platforms to conduct multi-way and multi-level approaches base on the characteristics of different platforms and users’ communication habits. Our approaches will include both direct and indirect communication, constantly online interaction to maximize our influences and their participation in Be The Filter. The target audience of WeChat focuses on 15-50 year-old Chinese in China (but not limited within China). This group occupies 86% of all WeChat population. The main audience of Weibo is 10~39 year-old Chinese young group, they account for 78.69% of all Weibo users. Their education background and income level are not so high compare to other platforms. Facebook has the highest popularity among the social media platforms and is used worldwide. Its target audience is all the Facebook users between the age of 25 to 34, occupied 29.7% of all users on Facebook. For Instagram, over 90% users are under 35, which makes it an attractive platform for many apparels, education, entertainment, and media brands focused on the 18 to 34-year-old age bracket . Among all the Instagram users, 68% of them are female.

Assignment 1

#Cultureforcoins Assignment 1 Blogpost

The #cultureforcoins campaign has identified three target audience members Businessman Brad, Tourist Terri and Student Sam. Brad is 25-44 years old, tertiary educated and works on or around Macquarie Street in an office. He catches the train to and from work each day living the 9-5pm lifestyle. He is a creature of habitual spending and enjoys varied social activities with a moderate-high disposable income.

Tourist Terri is 30-44 and has arrived in Sydney with a plethora of activities she has in mind to see. She is staying in or around the CBD and has high disposable income for her holiday in Australia. She wants something the whole family can attend together or something for her and her partner to enjoy on their own.

Student Sam 18-24 has a low disposable income and attends the Conservatorium of music where he studies in his chosen field. All his friends are studying the same discipline and they group together for lunch as well. He is quite insular, only operating in small, or closed, social circles that he meets through class.

Each target audience member has been chosen, as they are located in a realistic proximity for attendance at the Lunchbreak concerts.

Bureau of Transport Statics(2013) Trans Figures: Public Transport Users in Sydney, Chippendale, Australia

Sensis (2016) Sensis Social Media Report 2016: How Australian people and businesses are using social media, Melbourne, Australia.

Destination NSW (2015) Economic Contribution of Tourism to NSW 2014-2015, NSW, Australia

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Assignment 1

Target Audience Sydcon

Fangqi Yan, Malinda Hadiwidjojo, Aulia Yura and Alena Striebel

The client stated that they would like to have measurements undertaken to attract a younger audience to attend the music events of the conservatorium.

The Australian Journal of Psychology published the demographic of university students in Sydney in 2012. The following facts were discovered:

  • Age: between 16 and 74 years old, 83% of undergraduates are between 16 and 25 years old
  • Sex: 71 % female
  • Relationship status: 45 % in a relationship
  • Programm: 68 % Undergraduates
  • Accomodation:
    • 66 % living with their family or partner
    • 7 % University accommodation
    • 22 % other accommodation
    • 5 % living alone

The biggest group of students is between 16 and 25 years old, female, an undergraduate and living with their families or partners (Renner, O’Dea et al. 2015). Their demographic characteristics can be used to identify not only the university students in the preferred age range but also the music students. These could be addressed as secondary target group, because they are more heterogenic than the primary target group.

Socialmedianews.com.au published a ranking of the most used social media platforms in Australia. Facebook, Youtube, WordPress, Instagram, Snapchat and Tumbler are on the ranks one to six (in chronological order). Twitter is one of the platforms used by the Conservatorium and is nationally ranked 9th (Cowling 2017).

Resources

Cowling, D. (2017, 01/01/2017). “Social Media Statistics Australia – December 2016.” Retrieved 20/03/, 2017, from https://www.socialmedianews.com.au/social-media-statistics-australia-december-2016/.

Renner, P., et al. (2015). “Days out of role in university students: The association of demographics, binge drinking, and psychological risk factors.” Australian Journal of Psychology 67: 157-165.

Assignment 1

Target Audience – Sydney Conservatorium of Music

SynergyStrategists seek to increase youth audience participation and engagement in the Conservatorium of Music’s Greenway Series. This is achieved through the key message that their concerts are musically, cultural and socially diverse experiences that appeal to a youthful demographic between 16-30 years of age, whom primarily reside in the Sydney region. Our targeted audience are both creators and consumers of various musical genres. They enjoy seeing live music and attending music festivals, for the music, social, and cultural experience. Our user participation strategy includes partnerships with youth radio stations, such as Triple J’s Unearthed, to promote a competition to encourage the creation of new, engaging music that mashes eclectic styles with classical music from the Conservatorium’s back catalogue. This will bolster the image of the Conservatorium as a place to culturally engage in music creation and consumption. We will use the following hastag to promote the Con: #musicon.

The purpose of our chosen Social Media Services (SNS) is outlined below:

– Facebook: still the most popular for the demographic and is currently CON’s main SNS for campaigns
– Instagram: user created content, such as images and videos.
– Snapchat: daily guest snapchatters chosen from competition participants, CON students and creators of content.
– YouTube: users submit their videos here and engage with existing CON video clips.

Assignment 1

Target Audience Description

Group name: Produser

The Con Group: Vince Jin, Becky Wang, Wei Wei, Joshua Sun

The ideal audience for our campaign “Back to Live”  could be supposed to be the right group of people who are willing to spend lunch free time on a live concert for their activities and interests. This is because most of our concerts start at 12:30pm and last for 1 hour roughly. In terms of the concert venue-Sydney Conservatorium of Music, this proposal try to attract the potential audience working in CBD, or studying in surrounding area. It is within walking distance from CBD to the venue and there are various routes such as bus and train could directly get to the concert from USYD, UTS and other universities. The workforce of the CBD and Harbour area is dominated by workers in finance and financial services enrolled 83143 employs (City-Based Industry Sector, 2012). Australian Government also shows the total student population at the Sydney universities and the higher education sector is 406034. Based on the demographics, those affected people would across an age range from 18 to 35 including students and employees. According to NSW Government, Sydney, as the leading Australian tourism destination, attracted 10.2 million visitors in 2012 – 4.3 million of those stayed within metropolitan area and the number is increasing annually. Thus, tourists could be another considerable group of potential audience.

References:

City of Sydney Local Government Area Summary Report (2012)

Retrieved from http://www.cityofsydney.nsw.gov.au/business/business-support/business-in-your-local-area/cbd-and-harbour/workforce

Student Numbers Australian Universities/Higher Education (2014)

Retrieved from http://www.australianuniversities.com.au/directory/student-numbers

First stop Sydney (2012)

Retrieved from http://www.cityofsydney.nsw.gov.au/business/business-support/business-in-your-sector/key-industries/tourism

Assignment 1 · Uncategorized

MECO6936 Assignment 1 – Description of Target Audience (Thursday 9am Tutorial)

Tutorial: Thursday 9am-12pm. Group Members: Mengyao Su, Huiming Wang, Ziyun Chen.

 

Nowadays, social media platform has become one of the most effective ways to attract large amounts of audience. In our campaign design for the University of Sydney’s Conservatorium of Music, our basic target audience are aged from 18 to 54. They are social media most frequent users. According to Quiip[1], this age range takes 77.3% of all Facebook users, and Facebook has become Australian top social media site. Then we categorize our target audience into two large groups.

  • Target audience:
    1. The University of Sydney students
    2. General public:
      1. Music connoisseurs
      2. Music lovers
  • Demographic of target audience:
    1. The University of Sydney students: they are more willing to participate in school events. They have easy access to school information through students’ organizations, e.g. Jazz Society in the University, as well as University’s official social media accounts, e.g. the University of Sydney Facebook account.
    2. General public:
      1. Music connoisseurs: people who have professional knowledge about music. They can be attracted by particular musicians in this event. They may get invitations via formal platforms, e.g. LinkedIn.
      2. Music lovers: people who are interested in music. They may be attracted by more than just music, the determinants of their participation are diversified, such as location, ticket price, fancy promotion contents etc.

Our presentation link: http://prezi.com/c_kgcvz7g9w1/?utm_campaign=share&utm_medium=copy