Target Audience Proposed for Campaign

The Childrens Discovery Museum in Uptown Normal is a centerpiece for the community. The
four story building lies just off the Uptown Roundabout serving as a landmark for residents. The
modern architecture and rich history of the museum add to the appeal and makes the Childrens
Discovery Museum a one of a kind attraction.
The museum activities, exhibits, classes, and learning exercises are geared toward children ages
0-12, so the target audience for communication and marketing efforts must be focused on the
adult who would be caring for the child during the day. Therefore, parents and grandparents from
the Bloomington/Normal area serve as the target audience for our campaign. Refer to Exhibit 1
for a complete target market description.
Bloomington-Normal is home to a large population of young parents ages 24-40. The total
population is 28,448. By primarily targeting parents who strive to teach their children outside of
the classroom, we will be able to highlight the many exhibits that encourage creativity and
brainpower. Grandparents also tend to be caregivers to young grandchildren through the week
and weekends, so they will be serving as our secondary target audience with a population in
Bloomington-Normal of 27,627.
One aspect that we are going to focus on throughout our campaign is that the museum can offer
social interaction not only for children but parents and grandparents as well. The different
weekly classes offered by the CDM allow a space where guardians can connect with each other.
The museum is hands-on and climbing, touching, and deconstructing is encouraged. This relaxed
atmosphere can leave guardians at ease and provide a space to meet others.
The Childrens Discovery Museum delivers a unique experience for a great price. One day
admission to the museum is only seven dollars; the amenities and different discovery floors
provide all day entertainment for children. The CDM also provides a family membership plans
specific to parents and grandparents. These plans are 12-month all-access admission to the
museum [5]. By targeting parents and grandparents in the Bloomington-Normal area we hope to
increase daily attendance to the museum, and in turn increase the amount of yearly memberships
bought.

Exhibit 1
Target Audience Profile

Childrens Discovery Museum

Primary Target Market: Bloomington-Normal Families
Estimated Target Audience: 28,448
Normal: 9,576 [1]
Bloomington: 18,872 [2]
Primary Demographic
Diverse ethnicities and religions
Families with young children
Residents of Bloomington-Normal
Age: 25-40
Age of their Children: 0-12
Psychographics:
Seeks Educational Activities
Seeks Social Interaction
Leads an Active Lifestyle
Prefers high quality activities for a lower cost
Looking for unique opportunities
Secondary Target Market: Bloomington-Normal Grandparents
Estimated Target Audience: 27,627
Normal: 8,939 [3]
Bloomington: 18,688 [4]
Secondary Demographic
Diverse ethnicities and religions
Grandparents with young grandchildren
Residents of Bloomington-Normal
Age: 50-80
Age of their Grandchildren: 0-12
Psychographics:
Seeks Educational Activities
Seeks Daycare Activities
Seeks Social Interaction
Leads an Active Lifestyle
Prefers high quality entertainment for a lower cost
Looking for unique opportunities
Reference Groups/Influencers
Friends/Neighbors
Other families with children
Co-Workers/Teachers
Other children
Social Media

Primary Target Audience

The primary proposed target audience for this campaign is parents in the Bloomington/Normal
area. This target audience includes both Bloomington and Normal families. Bloomingtons
family population makes up a majority of this primary audience with 18,872 [2]. Normals
family population makes up the other part of the primary audience with 9,576 [1] f. In total, the
primary target audience for The Childrens Discovery Museum is 28,448 family households.

More specifically, the primary target audience is parents between the ages of 25 and 40 years old.
These parents would have children between the ages of 0 and 12 years old. They are families
with young children in the Bloomington/Normal area. This target also has diverse religions and
ethnic beliefs.
Primary Psychographics
The primary target audience of The Childrens Discovery Museum seeks educational activities to
do with their children, in order to keep their childrens minds moving. They also seek social
interaction for themselves and their children, for personal growth. The primary target audience
also lives an active lifestyle as they seek activities that keep them moving. This primary target is
also looking for unique opportunities that are considered high quality entertainment at a low cost.
The prices at The Childrens Discovery Museum are very attractive, especially given the
business the museum is in.
Secondary Target Audience
The secondary target audience is grandparents of the Bloomington/Normal area. This audience
includes both Bloomington and Normal grandparents. The target audience consists of 8,939 [3]
individuals aged 50-80 in Normal and 18,688 [4] in Bloomington. Therefore, the total target
audience for the Bloomington/Normal area is 27,627 individuals.
The target audience focuses mainly on grandparents who are 50-80 years old and is specifically
focused on grandparents with grandchildren 0-12 years olds. The target audience includes
diverse ethnicities and religions.
Secondary Psychographics
The secondary target audience of The Childrens Discovery Museum seeks daycare activities
while watching their grandchildren that also include educational purposes. The grandparents are
seeking social interaction for the children that will also help them lead an active lifestyle. The
target audience is looking for high quality entertainment for a lower cost. They are also looking
for a unique opportunity for their grandchildren during their time babysitting.

Influencers
Individuals from both the primary and secondary target audiences elicit certain behaviors that
influence other members within their group. Our primary demographic consists of the parents of
the Bloomington-Normal area, and they provide many opportunities for the Childrens Discovery
Museum. For example, parents have become very avid Facebook users in recent years. They
share their experiences and tag their location, along with adding pictures for all their followers to
see. Teachers of young students who are also parents may visit the museum and express their
experience with the school and request possible field trips. Our secondary demographic consists

of the Bloomington-Normal grandparents with grandchildren ranging from ages 0-12. This
generation spends a lot of time with other grandparents and can institute an influence through
word-of-mouth experiences.
Target Audience Size
In order to find the target audience size for the Childrens Discovery Museum we used the US
Census for demographic information. The primary target audience for Childrens Discovery
Museum is families in the Bloomington Normal area. We found that there are approximately
18,872 family households in Bloomington [2]. In Normal there are approximately 9,576 [1]
family households to bring the total primary target audience size to 28,448 family households.
The secondary target audience for the Childrens Discovery Museum is the grandparents of
Bloomington Normal. There was not enough thorough information available to give us the
number of local grandparents so we used the total number of people aged 50-80 in Bloomington
and Normal. This age range represents the large majority of grandparents who may babysit their
grandchildren at times. We estimated that there were approximately 8,939 households with
individuals aged 50-80 in Normal [3] and approximately 18,688 in Bloomington [4]. This
provided us with a total secondary target audience of 27,627 individuals.

Section I: Target Audience References

[1] U.S. Census Bureau, 2010 Census. Normal town, Illinois. Summary File 1, Tables P17, P18,
P28, P29, P37, P38, and P39. Web. 13 Sept. 2015.
<http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF>.
[2] U.S. Census Bureau, 2010 Census. Bloomington city, Illinois.Summary File 1, Tables P17,
P18, P28, P29, P37, P38, and P39.Web. 13 Sept. 2015.<
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF>.
[3] U.S. Census Bureau, 2010 Census. Normal town, Illinois. Web. 13 Sept. 2015.
<http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF>.
[4] U.S. Census Bureau, 2010 Census. Bloomington city, Illinois. Web. 13 Sept. 2015.
<http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF>.
[5] Childrens Discovery Museum, About Us. Web. 13 Sept. 2015.
<http://www.childrensdiscoverymuseum.net/about-us/>.