This document discusses strategies for targeting a specific audience for a documentary production. It will focus on millennials, who value social interaction, loyalty, entertainment and emotion. The production will include music from live performances to connect with audiences emotionally. It will also address issues millennials face, like struggling artists unable to fund themselves due to declines in music purchases. Segmenting audiences using the Mosaic system, the production will target urban, educated young people as their likely readers also consume media like The Guardian. It aims to appeal to audiences who have progressed beyond basic needs in Maslow's hierarchy to self-actualization.

1. Olivia, Jake and Gianluca

2.  There are a number of different ways in which audiences can be categorized. Putting
audience members in the categories means that through the development of our
documentary and the review we can look to target a smaller group of people and their
specific needs. Targeting broad audiences is not effective for productions like ours
because of its specific independent nature. We therefore want to target a smaller groups
however have our production appeal to these people.
 Within this we will look to apply different categorizing methods to segment people,
allowing us to further identify our audience.
 Categorizing will allow us to be more specific in the way the final product appeals to the
target audience. We will also have the opportunity to look further at consumer trends and
how we can adapt these to our production to make it successful.

3. Consumer Trends
 Millennials (also known as the Millennial Generation or Generation Y) are the
demographic group following Generation X. There are no precise dates when the
generation starts and ends. Researchers as use birth years ranging from the early 1980s to
the early 2000s.
Millennial’s account for 25% of US population (77 million)
In order to attract this specific audience to our production we need to include the complex
set of values which they relate to. These values include Social interaction, loyalty,
entertainment and emotion. Within our production we are looking to consider these values
as specific ways of attracting and addressing this specific audience.

4. Music as a emotional connector
 ‘Music connects people’- Music connects other people,
 Traditional marketing strategies have changed to attract this type of audience
using Web 2.0 platforms.
 Music and the artists who make the music are integral to helping brands
connect to consumers. Through partnerships with music products are given
greater exposer.
 Within our production we will be marketing our product though these two
media platforms as having artists within our production will provide them with
greater exposer and provide us with the opportunity to reach a secondary
audience through the artists fans.

5. Music Incites social action
 Cause orientated, music drives creativity
 Driven by user generated content
 Within our production there are 3 live performances. In which our audience
will be-able to have a virtual experience.
 Virtual experience may be more suited to our audience, as students and people
on low income jobs, therefore don’t have the money to spend on things such as
live performances. Within our production we provide an insight that wouldn’t
commonly be available for such people.
 Using a digital medium is more effective for our audience than traditional
mediums due to the digital native nature of our audience.

6. Survey of consumption
 The survey of consumption illustrates trends of audience behaviour. The information
from this survey has shown that our audience may further be able to relate to our
production due to their method of getting music being illegal. Within our production
they will beable to see the struggle that acts face when they cannot fund themselves due
to people not buying there music.

7.  There has been a recent social movement, the survey shows that modern consumers are
using less traditional methods, buying music online. Audiences are becoming more use
to being able to buy music when they want, using areas such as illegal downloads to
access current music.
 Within our documentary audiences will beable to see the effects this is having on the
music industry. Allowing them to see the after effects of a generation not buying music
legally.

8. Mosaic
 Mosaic is a British classification system for UK households. It is a commercially available
way of segmenting households. The current version, Mosaic UK 2009, classifies the UK
population into 15 main socio-economic groups and, within this, 67 different types of
households.
 There are 11 different basic classifications of people however I will be looking to explain 5
relevant ones and apply them to our production.
 It is important that we consider how this applies to our production and how we segment
people who may look at our production.

9.  Status symbols – upper middle/middle class
 Rupert and felicity
This group represents the wealthiest 10% of people in the UK, set in their careers and with
substantial equity and net worth. These people tend to be white British but with some Jewish,
Indian and Chinese Minorities. This group also contains older people advanced in their careers.
 Happy Families-
 Darren and Joanne
 11% population
 Lower middle class and Middle class
Families from the midlands, focussed on children, home and career. tends to be in new suburbs in
more prosperous areas of the UK, Mostly white with few minorities
 Urban Intelligence-
 7.19 %
 Ben and Chloe
 Mixture of Middle classes
Young educated people in urban areas starting out in life, Includes significant minority presence
and students. Media interests- The Guardian, The Times, and internet

10.  Suburban Comfort
 15. %
 Geoffrey and Valerie
 Lower Middle Class
Comfortable homes in mature suburbs built between 1918 & 1970, moderate incomes.
Media- Internet and the daily mail
 Ties of Community
 16 %
 Lee and Norreen
 Lower middle class and Skilled working class
People focussed on local communities, families concentrated near Industrial areas. Media
interests Mirror, The Sun

11.  Our Double page spread review will be within a professional media
magazine, therefore we will be aiming it at a more professional
sophisticated audience such as :
 Urban Intelligence- 7.19 %
 Ben and Chloe
 Mixture of Middle classes, Young educated people in urban areas starting out in life,
Includes significant minority presence and students. Media interests- The Guardian, The
Times, and internet
Throughout the development of our magazine we will look to keep ‘Ben and
Chloe’ in mind tailoring information and layouts to what we research to be their
interests.

13. Maslow's
I am not going to look at the needs within Maslow's hierarchy which apply to my
production. We would expect that people within the Uk who could potentially read or watch
our production have Physiological needs, are the physical requirements for human survival.
If these requirements are not met, the human body cannot function properly and will
ultimately fail. Physiological needs are thought to be the most important; they should be
met first.
Safety needs
Safety and Security needs include:
 Personal security
 Financial security
 Health and well-being
 Safety net against accidents/illness and their adverse impacts

14. Love and belonging
 After physiological and safety needs are fulfilled, the third level of human needs is interpersonal and
involves feelings of belonging. Key elements being ;
 Friendship
 Intimacy
 Family
Esteem
 All humans have a need to feel respected; this includes the need to have self esteem and self-respect.
Esteem presents the typical human desire to be accepted and valued by others. People often engage in
a profession or hobby to gain recognition. These activities give the person a sense of contribution or
value.
Self-actualization
 Maslow describes this level as the desire to accomplish everything that one can, to become the most
that one can be. Individuals may perceive or focus on this need very specifically.
 Within our production we would expect documentary viewers to have reached a number of stages
such as Love and belonging be within esteem. Our target audience is students and people who are
educated therefore they should have reached this Self actualization stage.