Audience Analysis


Audience Analysis

The targeted public to be researched consists of Jacksonville Beach, Florida residents apart of the Millennial Generation. The Duval County Supervisor of Elections Office is devoted to providing information and resources to the residents in Duval County so that they can be effective voters. While Jacksonville Beach is considered its own city it is still a part of Duval County, and has over 8,000 residents within this age group. Which means Supervisor of Elections Office for Duval County is responsible for reaching those voters as well.

“The Millennial Community” is a nickname that speaks to their demographics and psychographics.

According to an Age by Sex Comparison from the Demographics Now database for 32250, Jacksonville Beach’s zip code, out of approximately 8,150 residents 18-34, 4,450 are male and 3,700 are female. A population comparison also from the Demographics Now database that shows 87.8 percent of the residents in Jacksonville Beach are white, 4.8 percent are black, 2.7 percent are of multiple races, 2.1 are percent asian or pacific islander, 2.1 percent are other and less than half a percent are indian. Using the statistics from zip code 32250 as a representation for the residents 18-34.

According to the US Census Bureau database on educational attainment for Jacksonville Beach residents, out of those 18 to 24, 22.6 percent have attained a high school diploma or equivalent, 43.2 percent have completed some college and 25.5 percent have attained a bachelors degree. Out of those 25 to 34, 96.7 percent are high school graduates or higher and 53.6 percent have attained a bachelors degree or higher.

According to, an online database that provides statistics for different areas, 45 percent of the residents in Jacksonville Beach are currently married. Out of the single male population, 59 percent fall within the target age group, and out of the single female population, 47 percent fall within the target age group. According to the same source, the median earnings per resident in Jacksonville Beach is approximately 45 thousand dollars per year.

The age group that the targeted public falls within classifies those individuals as a part of the millennial generation. That age group falls between 18 and 34. Only about 46 percent of millennials voted in the last presidential election according to the article ‘Millennials Now Rival Boomers As A Political Force, But Will They Actually Vote?’ on the National Public Radio’s website.

The Millennial Generation is often referred to as “Digital Natives,” which the Pew Research Center survey ‘Millennials In Adulthood’ describes as the only generation for which these new technologies are not something they’ve had to adapt to. This generation as a whole is “relatively unattached to organized politics and religion, linked by social media, burdened by debt, distrustful of people, in no rush to marry— and optimistic about the future (Millennials In Adulthood Survey).”

They consider themselves to be more on the conservative side than the liberal side, according to the article ‘Millennials Political Behavior Will Surprise You’ on the Huffington Post website by Ryan Scott who summarizes information from the 2015 Millennial Impact Report. Education, healthcare and the economy are the top concerns for this generation and the majority categorize themselves as activists, according to the same source.

The targeted residents in Jacksonville Beach believe they can make a difference. They are closely tied to their communities, and very interactive with socially, whether it be in person or via social media. They believe in making a local impact, and in doing what’s right. They are well educated, and work hard as a means to their success.

A few keywords to describe this audience are: activist, tech savvy, digital natives, social, determined, impactful.

Social media platforms happen to be the primary and secondary source for information for this group. The most widely used social media platform used by the millennial generation is Facebook according to ‘How Millennials Consume the News,’ an article on the Newsweek website by Joshua Blieberg.


News Release




Duval County Registration Extension

JACKSONVILLE, Fla., Oct. 12, 2016- The date to register to vote in Duval County has been extended six days because of problems related to Hurricane Matthew.

“The new deadline will ensure all voters have the opportunity to register,” said Greg Clark, the outreach director for the Duval County Supervisor of Elections Office.

Because of the hurricane, some Florida residents didn’t get a chance to register.

Governor Rick Scott ordered 1.5 million residents to evacuate their homes during the storm.

“All 67 county election supervisors must accept applications from new voters until 5 p.m. on October 8, and forms must be accepted if they are postmarked by that date, even if they arrive days later,” said Clark.

Florida residents were given 6 more days to register to vote after a one day extension was already given.

“We want a big turnout and we’ll make sure every vote is counted,” said Clark.

With the deadline to register to vote being extended, more Duval County residents will have the opportunity to increase voter turnout.

Duval County Supervisor of Elections Office Website




Talking Politics Over a Cup of Coffee at Jacksonville Beach

The clock stuck 1 p.m. at the local Jacksonville Beach Starbucks on third street as customers picked up their orders called out by description. “Iced caramel latte,” yelled the server. The strong aroma of coffee filled the air of the room, along with the conversations between friends, and continuous clicking coming from laptops.

Among the endless chatter, was talk about the upcoming election on November 8.

“As far as the issues go on both the national and local level, I think they’re both equally as important, but I feel like in our communities is where we start to make a difference,” said Frankie Matthews, a current resident of Jacksonville Beach when asked what issues are important to her.

She sat at a small wooden table next to the front window of the room wearing an over-sized, black tank top that sat wrinkled on her black leggings. The temperature in the room was low enough for you to see the small goosebumps protruding from her tan arms and chest as a result.

Frankie is one among than eight thousand millennials living in Jacksonville Beach, and plans on going to the polls to cast her ballot. Similar to the millennial generation, she is an active participant in her social community, and uses social media platforms to communicate her thoughts about issues important to her.

“If I don’t try and make a difference starting in my community, how can I make a difference in the world,” she continues. “I wasn’t born in Florida, but I’ve lived in Jacksonville Beach for years and I consider it home, and when I vote I’ll have my community’s best interests at heart,” she explains.

“For me that’s starting here.  I feel like everyone can make a difference. When we come together we are an unstoppable force, Frankie says passionately in response to how she feels the millennial community can make an impact in the election.




About Client


The Duval County Supervisor of Elections Office is located in Downtown Jacksonville. The office provides information and resources to the residents in Duval County so that they can be effective voters. The office is led by supervisor Mike Hogan.



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News Release


Jacksonville’s One Spark Festival

Nia Thomas

One Spark has secured a new financial backer to help support its fourth annual festival being held on April 6, 2016 in downtown Jacksonville, Florida.

Earlier today, One Spark board member Michael Muniz guest spoke at a meeting with Jax Tech a new technology startup business and networking group where they agreed to provide financial support for the popular one day event.

“We had a 2 and a half hour meeting with a lot of partners at the table who called us and said, ‘We want to help.’ They’re all capable organizations that can help us pull this together. So we will have an event that will help creators in April,” Muniz said.

One Spark Board Chairman Peter Rummell and also its largest single investor having invested $3.5 million. Rummell also attended the meeting and reassured the entrepreneurs on hand that he is committed to some continuation of the event.

In previous years One Spark was crowd-funded with emphasis on funding from the public and smaller investors. Over the years, and this year especially, things have changed due to a huge increase in overhead and other expenses the event $6 million to run.

By last year there was more than double the attendance than its original launch back in 2013 reaching more than 300,000 guests, the festival was expanded to 6 days, and there were 500 creator projects.

It became one of the city’s hallmark and cultural festivals.

This year it will extend 10 blocks and feature 300 creator projects and for all those really looking forward to One Spark, it will be the first time it is combined with Art Walk.

“We are very excited about the opportunity to partner with Art Walk. These are two great events that will create a powerful synergy Downtown for our creators, investors and the public,” Sell said.