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Publics to See the Full List of the Publics, Read Appendix a on a Later Carol Spooner Portraits Public Relations Plan 1 Publics To see the full list of the publics, read Appendix A on a later page after the Reference section SCOPD Analysis Relationship to The relationship to the company and situation provided is that they are the company or either current or potential customers of Carol Spooner Portraits. organization and the situation provided. Communication The data for the Canadian market is difficult to find, so the information Preferences. stated is from the United States. So, it will be assumed that it will be similar in the Canadian market. The plan is focusing on the 35 to 45 age bracket that is mentioned in the demographics. According to Burstein from Marketing Sherpa, these are the findings: ● “Email: 78%. ● Postal Mail: 42%. ● Television Ads: 33%. ● Print Media (e.g. newspaper, magazines): 21%. ● Text Message: 21%. ● Social Media: 19%. ● In-person conversation or consultation: 13%. ● Phone Call: 13%. ● Online Videos (e.g. YouTube, Vine): 10%. ● Online Video Ads (e.g., in-stream (video ads appear before, during and after Internet videos), pre-roll (ads appear at the beginning of online videos): 8%. ● Mobile App: 13%.” (Burstein, 2015) Note: these numbers estimate what it could be the Canadian market, which would be similar. The media they Listen (Radio) and which ones they listened to in the Past Week from listen Nielsen 2016 Database: to/watch/follow/ ● Kitchener [AM-CKGL-570 (570 News)]: read. 130 likelihood [index]. ● Kitchener [FM-CKKW-105.3 (Virgin Radio)]: 123 likelihood [index]. ● Kitchener [FM-CHYM-96.7 (Chime FM)]: 111 likelihood [index] ● Kitchener [FM-CIKZ-106.7 (Country 106.7)]: 115 likelihood [index]. ● Kitchener [FM-CJDV-107.5 (107.5 DAVE ROCKS)]: 127 likelihood [index]. ● Kitchener [FM-CKBT-91.5 (The Beat)]: 134 likelihood [index]. ● Kitchener [FM-CJTW-94.3 (Faith FM)]: 111 likelihood [index]. ● Kitchener [FM-CKKW-99.5 (KFUN 99.5)]: 123 likelihood [index]. For further information about other radio stations, they listen to see Carol Spooner Portraits Public Relations Plan 2 Appendix B. Watch (TV and shows they watch on one of CTV channels) based on Nielsen Data from 2016: ● The Social (watch it once a week): 108 likelihood [index] ● Marilyn Dennis (watch it once a week): 84 likelihood [index] ● Dr. Oz [watch it 4 times per Week]: 149 likelihood [index]. For further information see Appendix C. Follow (social media) and platforms they use based on the Spredfast data: ● Facebook: “84%” for the 30-to-49-year-olds. ● Instagram: “33%” for the 30-to-49-year-olds. ● Pinterest: “34%”30-to-49-year-olds. ● Twitter: “23%” 30-to-49-year-olds. ● LinkedIn: “34%” 30-to-49-year-olds. ● YouTube: “26%” 35-to-44-year-olds. (Spredfast, 2018) Note: the data above is from the United States, but the Canadian data would be similar in nature. Read (magazines and newspapers) Nielsen 2016 Database and Grand Magazine Media Kit: ● Chatelaine (read in the past year): 101 likelihood [index]. ● Grand (from the Media Kit): “targeted [distribution] ensures that Grand Magazine reaches exclusive households in Waterloo Region. These … readers understand quality and luxury.” (Grand Magazine, 2018). ● Flare (read in the past year): 124 likelihood [index]. ● Elle Canada (read in the past year): 100 likelihood [index]. ● Canadian Living (read in the past year): 103 likelihood [index]. ● Waterloo Region Record (read in the past 3 months): 94 likelihood [index]. ● The Globe and Mail (read in the past 3 months): 81 likelihood [index]. ● National Post (read in the past 3 months): 88 likelihood [index]. For further information see Appendix B. Motivates them To Buy: positive experience, seeing themselves look good (Interview) to buy/to To Engage: relationship with Carol, personable/kind (interview) engage/to To Notice: improve social media, so people have access. (Based on the respond/to get Audit) involved/to care or to notice. Leisure They enjoy the following leisure activities, according to the Nielsen activities and Data from 2016: what they do on ● Participate in Photography [10+ Times Past 12 Months]:108 the weekends likelihood [index]. ● Participate in Gardening [3-9 Times Past 12 Months]: 118 likelihood [index]. ● Going to the movies in the [past 12 months - yes]: 104 Carol Spooner Portraits Public Relations Plan 3 likelihood [index]. ● Going to restaurants on her own: 100 likelihood [index]. For further information, see Appendix D. Buying/shoppin Volunteer Habits based on Nielsen Data from 2016: g/consumer/phil ● Personally Did/Past 2 Years [Did Volunteer Work]: 94 likelihood anthropic or [index] volunteer habits For further information, see Appendix C. Shopping habits include the following from Nielsen Data from 2016: ● Women's Clothing - $ Spent Personally/Past 12 Months [$2,001-$3,000]: 167 likelihood [index] ● Jewellery-$ Personally Spent Past 12 Mos [$500-$999]: 109 likelihood [index]. ● Jewellery-$ Personally Spent Past 12 Mos [$2,500-$4,999]: 445 likelihood [index] ● Food Shopping-$ Spent by HH/Avg Week [$150-$249]: 101 likelihood [index]. ● Books-$ Spent/Past 12 Mos [$1-$49]: 139 likelihood [index]. For further information, see Appendix E. Demographics Age: 35-45 (Mentioned in Interview) Gender: Female (Mentioned in Interview) Family: 2 kids (Russell, 2017) Education: degree holders or higher, and have work experience. According to Ferguson from StatsCan, “The proportion of women aged 25 to 64 with a university certificate or degree...grew at a faster pace than that of men, more than doubling between 1991 and 2015 from 15% to 35%.” (Ferguson, 2016) Work: a variety of areas that can include education and medical fields. Ferguson from StatsCan states, “… business, management … marketing … related support services … most common field of study was education (19%), while health professions and related programs was the third most common field of study. … examples … are business administration, primary school teaching, and registered nursing.” (Ferguson, 2016) A full list of examples of potential jobs they can have from Workopolis: ● “Marketing and ad managers ● Chief executives ● Physician [View jobs] ● Lawyer [View jobs] ● Sales people [View jobs] ● Office support ● Secretary ● Accountant ● Teacher ● Nurse ● Manager” (Workopolis, 2015) Geography: Kitchener and Waterloo (based on the interview and location of the business) Income level: middle/upper class. The median household income in Ontario is “$74,287.” (StatsCan, 2017) For this market, that would be that salary amount and up for this public. Carol Spooner Portraits Public Relations Plan 4 Psychographics Social Class: middle to upper class (connecting to the information above). Lifestyle: Based on “The Common Characteristics of Generation X Professionals” by Kane; ● “Individualistic ● Technologically Adept ● Flexible ● Values Work/Life Balance” (Kane, 2018) Subculture: Individualistic and prefer a balanced life. (Based on the lifestyle above). Personality traits that include ones from VALS Framework: ● “Reflective ● Informed ● Content ● Goal oriented ● Conventional ● Sophisticated ● Curious.” (VALS, 2009) Behaviouristics Occasions: “I Enjoy Being Extravagant [strongly agree 4]. To Buy Myself Something New-One/Greatest Pleasures In Life [strongly agree 3] 106 [index].” (Nielsen, 2016) For further information, see Appendix F. Benefits: feel positive throughout the experience. Able to relax and be themselves. (based on the interview with the client. User Status: nonexistent to average (based on the interview with the client). Buyer Readiness Stage: low to high (considering what was discussed in the interview with the client). Attitude toward product: interested and ready. Persona Jennifer Smith Note: the first name was popular back in 1978. (Baby Center, 2018) Demographics Age: 40 (median age) Gender: Female Education: A degree in Nursing from Mcmaster University. Occupation: a Nurse at St. Mary’s Hospital in Kitchener, Ontario. Salary: “$73,000” is the typical salary in Ontario for this profession. (Living in Canada, 2018) Lifecycle: She is a mother of 2 children. She is married to her husband for 12 years. She is a homeowner along with her husband. She puts her family first and deserves a break. Carol Spooner Portraits Public Relations Plan 5 Geographics: Kitchener, Ontario. Likes and Dislikes: ● She enjoys photography and wants to treat herself with a personal photoshoot. ● She likes purchasing books when they are needed. ● She dislikes when she cannot have a work/life balance. ● Dislikes when she cannot do any gardening at all. Attitudes and opinions towards products: ● Relies on a variety of platforms such as: ○ Email ○ Postal Mail ○ Television Ads ○ Print Media (e.g. newspaper, magazines) ○ Text Message ○ Social Media ● She wants products that make her feel positive about life and herself. ● Interested in photography overall as a leisure activity. Buying Behaviours ● She enjoys being extravagant and buying something new. ● Other than grocery shopping, she sees shopping as one of the greatest pleasures in life. ● She enjoys shopping for women's clothing and jewellery to treat herself for specific occasions. ● She does the food shopping so any meal can be made for the family. ● She purchases books for herself and the family. Leisure activities: ● She loves photography in any form and would love to have a picture of herself. ● She enjoys gardening in the spring and summer. ● She enjoys time with her family and friends. ● She enjoys going to the movies with family and friends. ● When she needs time for herself, she goes to a restaurant on her own.
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