oh segmenting....

How segmenting relates to our target audience was a little confusing at first. Our add campaign is going to be aimed at increasing Gardasil vaccines in young males (19-26). So, we need to figure out how we are going to divide them up. I was thinking of possibly dividing our target population up by those that are more concerned with genital warts and those who are more concerned with passing HPV to their partners. I feel as though the men in each of the groups will have very different views of the vaccine and motives for getting it.

Our group really wants to use the Prizm website to better target our audience. We were thinking of looking up the college area, Pacific Beach, UTC, and Linda Vista zip codes to better understand the college population, since these are popular areas for college students. Just to give an example, when I typed in the zip code for Pacific Beach it gave me: boomtown singles, up and comers, brite lites, li'l city, city start-ups, and second city elite. I think that city start-ups really captures our audience:

Low Income, Younger w/o Kids

In City Startups, young, multi-ethnic singles have settled in neighborhoods filled with cheap apartments and a commercial base of cafés, bars, laundromats, and clubs that cater to twentysomethings. One of the youngest segments in America--with ten times as many college students as the national average--these neighborhoods feature low incomes and high concentrations of African-Americans.

One thing that I am thinking about now is how we will use this information and where they like to shop, drive, and travel to, to better create our campaign. I think one piece of useful information is the information about the ethnic diversity of that segment; so while creating campaign materials they may be more culturally appropriate. I think that the Prizm website will be a good starting point for our campaign, but definitely further research is necessary.