In-Depth Audience Analysis

Topics: Business, Small business, East Coast of the United States Pages: 5 (1688 words) Published: November 12, 2012
Jacksonville, Florida’s Chamber of Commerce’s community profile depicts a city in position to grow and attract new business. The city’s site offers information that would appease its audience as well as provide necessary information for new or relocating businesses. An analysis of the site reveals there is room for improvement, but overall the Chamber’s site is well constructed. An analysis of the audience intended for the message’s receipt indicates the prospective audience are people looking for a beach community with low cost of living, retirees, military personnel, or businesses looking to start a new branch or startup in Jacksonville. Recommendations are made on how to build upon the site to make it appeal to its intended audience and stakeholders.

Number One Spot
View of the Audience and Stakeholders
The message’s view of the audience and stakeholders based on the written profile is a push to build Jacksonville, Florida. Jacksonville’s community profile has several tabs depicting information on starting a business and getting involved in the community (JaxChamber, n.d.). This indicates the Chamber is pushing for growth in Jacksonville. The site uses usergraphics and webographics as an approach to define its intended audience and stakeholders. Bonnye Stuart, Marilyn Sarow, and Laurence Stuart (2007) wrote that usergraphics defines how customers use a product and webogrpahics takes profile information collected by users of the website to track information (pp. 59, 60). These two definitions align with how the Chamber clearly wants to attract businesses and people to the city. Jacksonville’s Chamber of Commerce (n.d.) wrote “The mission of JAX Chamber’s Small Business Center (SBC) is to assist the growth and development of Jacksonville’s small businesses community by constantly assessing their needs, collaborating with service providers and offering technical assistance, mentoring and access to capital.” This shows it views stakeholders and businesses as a viable source of income and growth in the Jacksonville community. Other factors that align with this view include the useful information about events and information about being an active participant in the business community. A sidebar showing featured events and news also makes the site user-friendly. Analysis of Community Stakeholders and Audience

An analysis of the community stakeholders and audience using the demographics, geographics, psychographics, sociographics, usergraphics, and webographics described in this chapter reveals Jacksonville to be a city trying to capitalize on a diversity of executives, young married professionals, and military men and women, as well as businesses, moving into the area. Looking at each individually reveals how the site uses the information to specifically target audiences and stakeholders that might be interested in specific information, while leaving other information ambiguous. Demographics

Analyzing the demographic data provided on the Jacksonville Chamber of Commerce website, not much is given. This shows the Chamber is trying to focus on the positives of the city. The demographics are very diverse. The city is literally a melting pot of different races, cultures, and people of many different origins as well as immigrants (JaxChamber, n.d.). In the tab giving information about starting a business, information can be found linking to the Bureau of Labor Statistics, which gives a more clear depiction of the demographics of Jacksonville. The location of the city has much to do with the demographics of the area. Geographics

The website uses the nickname of Jacksonville very liberally, thus showcasing the city’s geographic location. Jacksonville is located in the northeast corner of Florida, which makes it the first Atlantic coastal city of the state, hence the name the “First Coast” (JaxChamber, n.d.). This is used heavily throughout the site, along with the shortened version of...
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