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Audience Profile Memo (18 Points)

Overview

In this assignment you will actually transform a set of data tables into an actionable definition of who the target audience is.  In a sense, this exercise is where you breathe life into a set of numbers. 

Attached to this assignment are three scenarios (1, 2, 3). Choose one of these scenarios and then download the corresponding data tables (located for download at the bottom of this assignment). Using these data tables, define your audience and describe this audiences' tendencies.

In other words, develop an audience profile from the data provided.

Criteria for evaluation of your memo is provided below.

Directions

Develop a Memo that is 3-5 pages and includes the following:

1. A statement of the business goal and campaign objective.  This objective statement should be measurable and should be no more than a sentence or two.  You will have to craft a "fictional" objective based on the information provided in the scenario you’ve chosen. 

2. A statement providing a "30,000-ft." explanation as to why this audience is a viable target. This summary statement is best written after the audience profile has been completed (hint - come back to this part of your writing after you've done your analysis).

3. An audience profile of one target audience the campaign should reach.  The profile should include the following:

· An explanation of the demographics of the audience.

· An approximate size of the target audience in question in relation to the total population available in your dataset (e.g., This audience represents approximately XX of the total population.)

· An explanation of other tendencies of the audience (e.g., psychographics, self-reported behaviors) that could inform messaging and outreach to the audience.  Your profiles should include an analysis of at least three non-demographic variables.

· A creative "name" for your audience profile

1. The memo should include a discussion about how to reach the audience based on the data provided.

2. The profile should include percentages that compare the audience to another relevant audience available in the data tables (this may be the total population, or another potential target)

3. The profile must include at least 1 but no more than 3 visual aids to illustrate the target audience.

The memo should adhere to the following guidelines:

· The memo should be written using a business memo Links to an external site. format.

· The final document should be between 3-5 pages.

· The memo must be organized, with section headers, and page numbers, so the reader can easily follow the audience profile. 

· Be sure to write concisely.

· You can use bullets when illustrating audience differences, but there must be paragraphs that explain who the audiences are and what the data mean for the overall campaign.

· You can be creative when developing visual aids, but they should be used to advance the story the memo tells about the target audience. In other words, use what you have learned about representing survey data to create your visual effectively.

Audience Profile Memo Rubric

This assignment is worth 30 points. The following rubric will be used to evaluate your Memo:

Audience Profile Description: 8 points

Exemplary work for full credit will provide a strong story that introduces the audience to the reader. It is easy to see how the data led the analyst to the conclusions drawn in the memo. There are very few data analysis errors. The memo clearly defines an audience. The memo provides a very straightforward explanation of how to reach the audience. The audience comparisons employed make sense given the target audience selected.

Memo Components: 5 points

Exemplary work for full credit will include a clear and articulate summary statement of the audience, the objective, and effectively meet the visual aid requirement. The memo will also be clearly directed to the client.

Writing/Visual: 5 points

Exemplary work for full credit will be free from spelling and grammatical errors. The memo will be appropriately formatted and effectively translate ideas using clear and concise language and active voice. The visual aid element adds to the quality of the story, providing illumination and/or clarity, and is not an "add-on" with no purpose.