Brittney Darner

Fredrick and Ophelia Tate Ogier Gardens 1 UNF Drive, Jacksonville, Fla. 32224 CONTACT: Brittney Darner (904) 303-2348 b.darner@unf.edu

Audience Analysis: Academic Amazons 1) My target audience is young, educated, feminist college-age women. These women are independent, self-assertive, and proud of their gender identity as a woman. Academic Amazons will likely be involved in feminist-movement research, such as woman-focused courses, pro-womens rights clubs, and online female support systems such as blogs. Not only are they proud of their identity, but they also have a desire to change the way society treats women. The Amazons are proactive in making a stand in the feminist movement. Academic Amazons might not be as interested in their looks as other women their age. Many may strive towards vegan or all-organic lifestyles and be present in local pro-life and anti-rape culture rallies. These strong women are potential targets for the Ogier Gardens due to their interest in healthy, all-natural lifestyles. Their desire for independence could be put to use through volunteering at the garden and receiving the satisfaction of knowing they are growing their own food. The amazons also thirst for new knowledge and love learning about different cultural opinions. The gardens are a great threshold for conversation between students with strong ideals. 2) Academic Amazons 3) Demographics a. The Academic Amazons would most likely live in three main areas: Riverside, Jacksonville Beach, and near the town center shopping plaza. The zip codes most applicable would be 32204, 32256, and 32224. According to the DemograpicsNow database, 7.8 percent of the women in the 32204 area code are between the ages of 20 to 24. For the same age group and gender, the percentage is 12.4 percent for 32224 and 8.3 percent for 32246. Many of these young women are very interested in their academic careers, and may desire to live on campus in order to be more involved. Those who prefer to live amongst others their own age and have also moved off campus might live in Jacksonville Beach. The college students near the beaches tend to have more open minds and be accepting of strong beliefs, such as feminism. Riverside is another zip code that houses the target audience. Those who live in Riverside tend to enjoy thrift shopping, which might be a hobby of an amazon who prefers to

spend their money on learning. According to White Pages, there are around 80 thrift shops in the Riverside area. The arts market also takes place in Riverside, which would be a cultural event that would attract the target audience. b. Income-wise, these Amazons would mostly rely on their families for paying for their education, but are independent enough that they desire to earn money for all other needs on their own. They would be proactive in searching for scholarships to help lessen the burden on their families. According to the database DemographicsNow, zip code 32224 classifies 19.3 percent of that population to be in the Singles and Starters group, and fall under the Full Steam Ahead category. For that same zip code also under Singles and Starters, 14.1% is described as the striving single scene. This applies to our Amazons because it clarifies that 32224 is not only filled with students, but students who are independent, single, and working towards their future. c. For the 32204 zip code, which falls under the Riverside area, 12 percent is classified as Urban Ambition, and also under the singles and starters group. This tells us that Riverside differs slightly in that our Amazons are still single, but are involved in an urban lifestyle as well. The 32246, or Jacksonville Beach area code, have 33 percent as Full Steam Ahead. This also promotes that our demographic can be found in this area, and has a strong surge of students who care about their education. 4) Psychographics a. From DemographicsNow we can also find out about how our Amazons are spending their money. By looking specifically at a breakdown of median annual income into likely food purchases, we can learn a lot about how our audience will respond to the gardens. In the 32204 zip code, people spend $166.44 on fresh fruits and $150.22 on fresh vegetables. In 32224, people spend about $210.96 on fresh fruits and $188.33 on fresh vegetables. Lastly, in the 32256 area, people spend about $202.28 on fresh fruits and $182.85 on fresh vegetables. In comparison to other food options fruits and vegetables scored a little higher than mid-range with vitamin supplements being the lowest and dairy being the highest. b. The Academic Amazons place a high level on their education with their future career in mind. They are incredibly passionate about gender discrimination- such as fair wage and other gender issues. Most will be well-informed on women controversies such as rape cases, pro-choice, and sex education. They not only have this information readily available, but they use it in rallies as well as other public opinion gathering. One oncampus group that would appeal to the Amazons would be the Womens Center, which puts on feminist ideal-based shows such as the Vagina Monologues. Young women can meet in the center every Friday night to share ideas and opinions. This could potentially be a great place to meet with the target audience one-on-one. c. On a needs basis, our Amazons prefer to be simple. Very eclectic wardrobes are common for the audience, with many items coming from

thrift shops as well as hand-me-downs. For technology, this can vary. Since the audience is enthusiastic about politics and cultural movements, many may desire a smartphone with easy web-access. Others may prefer a more traditional method of communication by word of mouth. Their needs are food, shelter, and most of all, companionship. As much as amazons value independence, they desire having a group of similarly thinking students to spend time with. 5) Stakeholders in the Ogier Gardens: Other organizations or groups that would have an interest in the gardens would be: a. Activist clubs on campus such as UNF supports Catty Shack Ranch and Voice of the Orcas, because they have already made it clear that their supporters value furthering the local community. They also support environmental causes that work for the betterment of the planet. b. Chartwells dining services because the Ogier Gardens sells their produce to on-campus dining. Chartwells saves money by doing this, and also gets to support the students they are feeding. c. Health conscious groups such as athletes and nutrition majors. These groups would be attracted to the gardens because an active lifestyle and a balanced diet go hand in hand. Also, nutrition students are knowledgeable about food and the value of a vegetable-based diet. d. Fast food restaurants because they would compete with Ogier customers. e. Home-owned organic food suppliers such as BioMax on Atlantic Beach, they would support other local organic movements. 6) Whats Important: a. Judging off of the information collected regarding age, gender, and money uses ect., the target group is passionate about changing the closed mindsets of the previous generations through education and personal advocacy. The information also suggests that our Amazons do not have a lot of money, and save their dimes wisely. They prefer doing activities with more emotional and psychological depth than the typical entertainment methods. I.e. attending a poetry slam as opposed to seeing a movie with friends. Our Amazons will be involved on campus and offcampus through various clubs to show their support for womens rights 7) a. Primary Sources: i. Friends ii. Clubs 1. Give voice to the Orcas 2. UNF helps Catty Shack 3. Religious groups on campus 4. Environment Club 5. Groups that regularly go kayaking on the UNF lake

iii. Classes 1. Phycology classes 2. Womens studies classes 3. Nutrition classes 4. Courses that include projects that require students to explore on campus extra-curriculars b. Secondary Sources: i. Internet 1. Facebook 2. Twitter 3. Tumblr 4. Pinterst 5. Pro-Organic recipe sites 6. Other blog sites such as blogger 7. YouTube ii. Phones 1. This is another way they can connect to their social media. Other apps such as Snapchat or Foursquare could spark interest. If the viewers friends take a picture of the gardens and share it or say they are there, they will be curious. iii. TV 1. Shows with strong central female characters such as 30 Rock, Parks and Recreation, Mindy, Mad Men, Girls, and New Girl. Also, cooking shows such as Beyond Organic or Healthy Appetite.