My Client Project Research

1. Client Project Research
Your Name

2. Audience
For the client project, I am going to be working with the Yorkshire Wildlife Trust to create a poster/leaflet of what wildlife means to me. The
Yorkshire Wildlife Trust protects our current wildlife spaces as well as creating new spaces to increase the number of wildlife and the space
for them. The Yorkshire Wildlife Trust appeals to a very large audience. Protected areas in Yorkshire provide great places to take pictures,
visit the animals or go on a long walk. This means that the different trusts appeal to a range of people. Once people have retired, they have
more free time and tend to pick up more hobbies such as walking. Therefore, the Yorkshire Wildlife Trust has a strong older target audience.
However, the protected areas also provide great days out for families. Children can look at the wildlife, as well as play in the parks etc. This
means that people aged from 20-30 years old tend to go to the different trusts with their families. Finally, the Yorkshire Wildlife Trust
appeals to teenagers and young adults because it is full with beautiful scenery. This means that people who enjoy photography and study
the subject can go to these places to practice their own photography. I personally enjoy going to different protected areas because they
provide me with great landscape shots as well as wildlife photography. Overall, the YWT appeals to everyone; anyone can go to the
protected areas and enjoy their day out as well as making a donation to help protect our wildlife. The YWT is not targeted at any specific
gender: absolutely anyone can visit the trusts and enjoy their day out. Analyzing more into the logo for the YWT, the colours are simply black
and white. The trust is not following gender stereotypes of blue or pink to appeal to males or females. Instead it has remained gender
neutral so that anyone can visit the trust. Because I could not find a YouGov profile for the YWT, I researched the WWF instead and found
that the trust appeals slightly more to women and the age audience is spread wide. However, just because the trust is more popular with
women does not mean that it was the trusts intention as the branding once again seems very gender neutral.

3. Audience
There are several different socioeconomic status’s that the YWT will appeal to. The Yorkshire Wildlife Trust appeals to not only the upper
middle class because they can afford to help the trusts grow larger with their own donations. On the other hand, the YWT will appeal to the
working class because in their own time they can visit the different areas as a chance to get away from work and get out into nature. Once
again, people from any socioeconomic can go to the trust with their families therefore it doesn’t matter what socioeconomic that you are.
The majority of the reserves are free or are reasonably priced which means that it doesn’t matter how much money you make, you can go to
the trusts as a nice getaway or day out. I used the website Cameo UK so that I could find out different information about the geodemographic
of north Yorkshire. When I used my postcode, I discovered that the household composition consists of 46% families. 35% of people are in
higher education and tend to have terraced houses. This means that families can enjoy visiting the nearby trusts because it provides them
with a great day out. Because most people are aged between 25-39 years old in higher education it means that in their spare time they can
go on a walk or photograph the wildlife. I then researched information around Askham bog which is the nearest YWT nearby. People are
much older and wealthier. They are aged between 40 and 54 years old and have jobs in management and directing. This means that in the
spare time instead of being sat in the office, they can go outdoors and go see some nature. It also means that they can provide lots of
donations to the trust to help protect the environment. This supports my research that I found about age and gender. People that live near
Askham Bog enjoy eating out and shopping online. They don’t regularly use twitter or social media because they are in an older age range.
However, comparing this to people that live near me have ambitions of getting a better job, and do not eat as much ,( only 46%). This means
that they do not have as much money because they have standard jobs with a normal salary.

4. Audience
I think that the Yorkshire Wildlife Trust appeals mainly to a explorer psychographic because they tend to
be adventurous and challenge themselves to new experiences. The explorer psychographic consists of
young students which I think always want to learn more. On the other hand, I also think that the YWT will
appeal to reformer because they are curious about their own personal growth and social awareness. I
think that they will enjoy visiting the YWT protected areas because it allows them to get away from
technology and be in a quiet place and relax. I do not think that the YWT is aimed at mainstreamers or
niche more than another. I think that the protected areas are targeted to interest anyone that wants a
nice relaxing day out in nature. The YWT has a website as well as Facebook, Instagram and Twitter. In that
sense, the trust is targeted at mainstreamers because they will regularly spend lots of time on social
media and keep up with the trust and receive regular updates. For example, Peter is a 62 year old widow
who is very interested in birds. The YWT would provide various different locations close to his home
where he can see different species of birds and photograph them. He would love to volunteer and one of
the trusts as long as his specialties were valued. Peter’s hobby is not a mainstream hobby that lots of
people have which means that the YWT is targeted at a niche audience type. Alternatively, Henry is a
media student who enjoys camping and getting away from technology. He thinks that the YWT is just for
old people, however the YWT would really interest him as it provides lots of space for him to walk his dog
or go camping with his friends. Because he studies media, he possibly enjoys photography or film making
which means he could create several different products at the YWT protected areas. I personally enjoy
going to different wildlife trusts because it allows me to develop and improve my photography skills. My
mum also enjoys visiting the different trusts because it gives her a break from everything and allows her
to relax. She likes walking and bird watching so it once again it appeals to a niche audience.

5. Bibliography

6. Bibliography
1. Interviewees, Name. (2018) Target Audience Interviews (conducted on
DATE)
2. Interviewees, Name. (2018) Target Audience Interviews (conducted on
DATE)
3. Publisher. (Year of Release) Magazine Name
4. Available: https://yougov.co.uk/topics/politics/explore/not-for-
profit/WWF. Last accessed 14th Nov 2018.
5. Available: https://www.cameodynamic.com/. Last accessed 14th Nov
2018.
6. Available: https://www.wildlifetrusts.org/. Last accessed 14th Nov 2018.