ESPN EVENT BIRMINGHAM BOWL CAMPAIGN PLAN

ESPN EVENTS BIRMINGHAM BOWL CAMPAIGN PLAN 2017

TARGET AUDIENCE

Primary Target: Fanatic Family Men

Psychographics/Lifestyles Fanatic Family Men:

This campaign will target two different aud i enc e s egmen t s . The p r ima r y audience will be males between the ages of 25 and 54, living within the 90- mile radius surrounding Birmingham, Alabama. These men will ideally have a college education and a household income of $50,000 or more a year. These individuals have a high interest in college football, the financial means to buy a ticket, and are in driving distance to the game. All of these attributes make them a desired audience for the Birmingham Bowl.

This target is adventurous and likes taking risks. They are huge college football fans and also participate in sports or exercise at least once a week. This target consists of mostly men who enjoy doing activities such as barbecuing, participating in fantasy sports leagues, tailgating, and spending time with family. Family Event-Planning Women: The women in this audience are typically enthusiastic about making plans with and keeping in touch with friends. They are usually organizers so friends and family often look to them to plan events. They enjoy activities such as shopping, cooking, reading, and spending time with family. Family life is one of the most important things to them. Media Usage Like most people, these two targets are using the Internet more than ever before. They are doing more of their shopping online and are also getting more of their news from the Internet. Social media has become a key way for these audience segments to communicate and get information. They both listen to the radio most days, whether it be during the commute work or other obligations. They do not read conventional magazines and newspapers as much anymore. They annoyed by the majority of television adver tising and are more likely to purchase products that are advertised or recommended on social media, a medium that increasingly influences them day-by- day.

Secondary Target: Family Event-Planning Women

Our secondary audience will be females between the ages of 25 and 54. These women are most likely married and have at least one child. They are frequent shoppers and their children have a significant impact on their purchases. This target audience segment is often looking to buy gifts for their husbands and children, which they usually postpone for special occasions. Because the interest in college football is significantly higher in the state of Alabama, tickets to the Birmingham Bowl are a practical gift for these women to purchase for their families during the holiday season.

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Target Audience