Communication With Diverse Audiences Project
Monte Kuhn
Southern New Hampshire University
Communication With Diverse Audiences
Professor Gretchen
18 September 2021
The three key considerations to consider crafting an effective message towards your
intended audience is to define the audiences geographics, demographics, and psychographics
The geographics for the intended audience is mainly for the city of San Francisco, the
demographics are for families, first-time visitors, and middle-aged adults, and the
psychographics are those who are adventurous and have an above average annual income. The
intended audience are tourists that are visiting San Francisco for the first time. Therefore, the
original message that is currently directed towards advertising the scooters and bicycles should
be adapted towards the experiencing the city of San Francisco first-hand and visiting the
historical landmarks. According to the Travel Association of San Francisco and California
Department of Finance the average age of visitors to San Francisco is 40.1 years old and the
average annual household income is $94,367. With this information we will be able to craft a
message that is focused on our audience.
The current strategies of connecting with the community that is within one mile of the
store by handing out 20% discount coupons and offering two-for-one deals for followers on
Facebook who share the post are effective they are not directed towards our direct audience.
They can be improved by making connections with other small businesses within one mile of the
store; for example, if we make a connection with a restaurant in the are they can put our business
logo on the menu, and we can repay the favor by putting their restaurant logo on our
complimentary map. Another way to improve it is by being more consistent with posts on social
media and offering family deals and first-time visitor deals. The new delivery methods for our
intended audience are to not only be more consistent with posts on social media, but to make the
posted content correlate with first time visitor interests on Facebook, Instagram, and TikTok.
The main issue that may arise is that many first-time visitors may not have families, so
they won't qualify for family deals. In addition, the advertising on Instagram and TikTok may
reach an unintended audience because our target audience is intended for people around 40 years
old and the average users for Instagram is between 25 and 34 years old according to the Statista
Research Department in July 2021, and the average age of TikTok users are between 16 and 24
years old according to Wall Room Media. These considerations are important because it will
change the style of content that will be posted on TikTok, and Instagram compared to Facebook
due to the average age user.