In order to establish our target audience, statistics from the PMB and information from the media kits of our potential competitors was used to define both demographics and psychographics.
Demographics: Since living a healthy, active, and engaging lifestyle starts at a young age and is gender neutral, Coast Culture will target males and females who are between the ages of 18-55. Keeping with the geographic location, a large percentage of individuals living in the lower mainland have graduated secondary education and also have a relatively higher income than those living in rural areas. With this in mind the targeted level of household income will be between $55,000-75,000. A summary of demographics is as follows
Age: 18-55
Gender: Male & Female
Education Level: Completed Secondary, Some post-secondary
Income level: Household income between $55,000-75,000
Geographic location: Greater Vancouver, and Vancouver Island
Employment Status: Full-time or Part time
Employment-Professional/Managerial/Executive
Marital Status-Married/with Children in Household
Psychographics: Using the PMB’s psychographic Clusters, Coast Culture has narrowed down our potential readers into the following groups
Health Enthusiasts - This group places a high emphasis on being fit, primarily for health and beauty reasons and takes time out of their day to exercise. It is this type of individual, one who chooses to be fit and healthy for various reasons; that we look to target and gear our content towards
Living Healthy - The living healthy cluster treats living a healthy lifestyle as common sense, but doo in fact pay attention to the nutritional content of foods. The group also feels that there might be too much emphasis on heath related issues, which is why Coast Culture will take a common sense approach to such topics. Health Conscious Champions - Individual in this category know what they are eating, and are willing to pay a premium for healthy foods. This group is seen as advocating and enthusiastic about good health, and exercised. With its content Coast culture will achieve a balance between enthusiasm and common sense when promoting a health lifestyle and choices. Passive Environmentalists - People in this group are well educated and earn a high income. They take the middle stance on “green issues” and aren’t overly aggressive about nutritional quality. Professional:
This is the serious business person that is constantly looking to become more, and to make more. Power and physical wealth is the major stimulator that makes this person perform day in day out, 12-16 hours a day, 365 days a year. Workaholic is frequently an apt way of describing these people. This type will drive the Lexus, BMW, Mercedes, Hummer, Porsche, high end luxury cars. They want to get a healthy and to release their stresses by apart from the urban city. Belonger: The belonged loves community, loves being with family and friends. This person needs to belong to a group, a community. These people frequently drive Greater Vancouver made Pickup trucks. They are very nationalistic, and don't like change. Their best time is spending time with their friends, talking, having fun, and hanging out by going to coast. Travelers:
The travelers could be came from other provinces, state or other countries where the travellers would like to have a better idea of knowing more about Great Vancouver’s coasts. For instance, our magazine includes listings of year round pursuits found both indoor and outdoor activities.