140 W.

Monroe Street, Suite 200 Jacksonville, FL 32202

Franki Giustino
Public Relations Specialist
(561) 427-8791
Frankigiustino11@gmail.com
Audience Analysis
The target audience is small businesses in Florida. Getting these businesses to
participate in One Spark will only benefit Jacksonville as a whole and the small business
as well by possibly getting them to relocate. According to the Small Business
Administration, there are about two million small businesses in Florida with 18 percent
having 1-19 employees.
Nickname: Movin On Up Business Owners
Because the target audience is small business owners in the state of Florida, the
audience lives in Florida. According to WalletHub, Cape Coral- Fort Myers, Lakeland,
Winter Haven, and North Port-Sarasota, Bradenton, have the highest small business job
growth in the U.S.
As of 2012, the U.S. Small Business Administration had the following
information: just over 50 percent of small business owners were 50 to 88 years old. The
35 to 49 age range took 33.2 percent of the small businesses and the business owners
under 35 accounted for 15.9 percent of the small business owners in Florida. Males
account for 64 percent of small business owners while females make up the remaining 36
percent. The majority of small business owners were white making up 85.4 percent. Most
are married, about 67 percent. Education was split fairly evenly. Thirty-nine percent of
small business owners have a Bachelor degree or higher. Those who attended some
college was about 33 percent and those who had a high school diploma or less was about
28 percent.
Also according to the U.S. Small Business Administration, about 80 percent of
small business owners live in metropolitan areas while only 16.6 percent do not.
According to the same graph, small business owners who are moving to metropolitan
areas has increased about 6 percent since 2007.
Based on a study the U.S. Army Research Institute for the Behavioral and Social
Sciences, the University of Tennessee, and Resource Associates, Inc., the psychographics
found for successful small business owners were divided into 10 traits.

The results concluded that 10 personality traits of the owners lead them to the
most success--adaptability, competitiveness, dependability, emotional resilience, goalsetting, optimism, self-promotion, social networking, tolerance for financial insecurity,
work-based locus of control.
Liam McGee, the head of an insurance company called The Hartford, had his
company conduct a survey about small business owners degree of optimism and their
business prospects. He explains that most are concerned about their families and their
workers while having a true passion for what they are doing. Living the American
Dream is something small business owners still believe.
All of the 10 personality traits from the study about the successful small business
owners are all key words that should not be overlooked. Including words like success,
establishment, profitability, exposure, and prosperity are words that small business
owners would respond to.
From the information gathered, a couple of things are clear. First, family and marriage
is still a priority amongst small business owners. A majority of the target audience is
well-educated so being able to communicate with a literate audience should not be a
problem. Just over half of the audience is 50 years of age and older. This means looking
at the way they get their information and how they communicate and network will be
important. The data collected also shows that small business owners are moving to
metropolitan areas. This is good because it shows that people are willing to move and
expand their businesses to more established cities.
Almost 85 percent of the United States used the internet in 2013, according to World
Bank. Since then, over half of our target market is aged 50-88. According to statistics
from Pew Research Center, 58 percent do not use the internet. This means half of the
target audience would be accessible through other forms of networking such as meetups
and face-to-face interaction.