COMM0014: Blog # 3 – Target Audiences

I will outline target audiences for the organisation I work for. International Rural Exchange Canada is a non-profit that aims at helping young adults go abroad and work in agriculture and horticulture while discovering new cultures. The main target audience is young adults between the age of 18 and 30. We try to make our campaigns as relevant to both genders as possible. Our Google Analytics from the past few months has shown that the audience on our website is very close to a 50/50 ratio male-female. We target college and university students, as well as professionals that have been working in the field for a couple of years. Our target audience of young adults most likely have interests in the outdoors, getting their hands dirty, enjoying physical labour, travelling, having an open mind, being comfortable with change, being curious about other cultures, being adventurous.

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For this target audience, we mix online with offline advertising. We visit career fairs, meet with agriculture and horticulture student clubs, meet with program directors and teachers. We reach out to school social media pages with our visit dates. We tag, hashtag, and specifically identify schools and institutions in our promotional posts. For the young adults who do not attend school, we have our general advertising campaigns on Facebook, Instagram, Twitter, and LinkedIn. We have paid advertising on all those platforms, except LinkedIn, multiple times a year.

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Another target audience that we have not explored much is the parents of those young adults. Age group 40-80. They are parents that want their children to travel in a safe environment. They are farmers who want their kids to experience farm life somewhere else in the world before coming back home to work on the family farm. They are adults who think international experience is an asset to their child’s resume. They are past trainees that want the younger generation to have as great of an adventure as they had on their placement back in the days.

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