The client for this project is a pub/restaurant called "Inn on the Green" in Acomb, Yorkshire, UK. The target audience is mostly local residents and regulars, who are predominantly older adults around age 45+. Research using Cameo, a demographic profiling tool, showed that the area has a low household income and social status. While many locals are older, advertising will need to target younger people as well to attract new customers. Cameo also indicated that 14% of local residents frequent a pub at least weekly and over half dine out weekly, so promotions could capitalize on these lifestyle traits through ads in the local area and on social media.

1. Client Project Research
Your Name

2. Audience
My client for this project is a pub/restaurant in Acomb called “Inn on the Green”,
therefore the audience is mostly the people who live in this area or people who go into
this pub as locals. The majority of people who are regulars in this pub are older people,
from around the age of 45+ so any promotional material would need to be aimed at on
older age group. I have used Cameo to look at the area around the pub, I used my own
postcode to look so there may be slight differences between this ad the pubs exact
location but my street is two streets off of the pub and therefore is similar.
The information gathered from using Cameo is interesting and will give me a more
detailed target audience. The first lot of information is based on jobs/housing/social
status of the area. The first thing to note is the household
income of the area is very low and the social status is only
DE, meaning any promotional material will do better through
using the cheapest prices and best deals at the front, to
attract this kind of audience. There is also mixed ages in the
area, so if you want to attract more than just the usual locals,
who are from the age of around 45+ (rough guess through
being in the pub) then they will have to advertise towards
younger people as well.

3. Audience
Through Cameo I could also find out the lifestyle of the people in the area of the
pub/restaurant, with 14% of the people in the area going to a pub or bar at least
once a week, so you may be able to get a certain amount of them to come into
this pub rather than wherever they go now through certain types of
advertisements. As well as this it shows that over half of people living in the area
like to go out to eat at least once a week, with this pub having a restaurant they
could capitalise on this through the right kind of advertisement, this could be
through social media or simple advertisements outside the pub or in the local area
to capitalise on this high percentage.

4. Bibliography

5. Bibliography
1. Katie (Inn on the Green worker) (2018) Target Audience Interviews
(conducted November 2018)
2. Cameo. Available: https://www.cameodynamic.com/. Last accessed
November 2018.