Target Audience

Summer Miracles Campaign

Demographics

• 35-50 in age
• Are either married couples or single females
• Earn at least $30,000
• Professionals
• Education includes at least a bachelor's degree

Psychographics

This target consists of people who are actively interested in adopting internationally, and open to the idea of hosting a child for six weeks and possibly for life. These may be people who are unsure about making the lifelong commitment of adopting and would be more willing to adopt a child (especially an older child) if they could get to know him/her first.

Members of our target audience may be more interested in international adoption because it takes less time than domestic adoption. Also, some fear that if they adopted domestically, the birthmother might one day want the child back.

Behaviors

They lead an active lifestyle, are out-going, sensitive, and fun-loving. They are well-educated and use newspapers, radio, and internet more than television as sources of information.

Awareness Campaign

Demographics

• Generally, adults in the U.S. population who are within the reach of our media
• People who have children, work with children or are concerned about children
• Specifically, more affluent Americans (middle income and up)
• Professionals, especially those involved in upper-management or philanthropy for large, socially responsible corporations.
• Most have at least a bachelor's degree

Psychographics

These people are educated and concerned about keeping abreast of current events. They care about social issues and want to contribute to worthwhile causes. Some are motivated by personal ties to an issue, others are motivated by tax incentives and social standing.

Behaviors

The behaviors of this group are widely varied. They consist of keeping up with all forms of media, and desiring to do positive deeds for the world.