Target Sam with messaging around upcoming special exhibitions and lectures that align with her interests in fashion and jewelry. Leverage social media platforms she frequents like Facebook to promote these events. Offer a membership discount for young professionals to increase her engagement beyond single admissions. Track her attendance and interests to provide a personalized member experience.

1. HOT STUFF MUSEUM
DISPOSITION
FIRMOGRAPHICS
• Opened in 2011
• $20 million annual budget; $45 million endowment
• Permanent collection with 48,000 pieces of
contemporary sculpture from around the world
• 275,000 square feet of exhibition space
• 5 galleries – 3 for rotating exhibits drawn from the
permanent collection, 1 for special higher-profile
exhibitions, and 1 for smaller temporary exhibitions
• A 200 seat theatre
• 65 full-time and 80 part-time staff members
• Hours of operation: Tue-Sun from 10am-5pm,
plus extended hours on Thurs until 8pm
CATALOG
• Rotating exhibits from the permanent collection
• Special, temporary exhibitions from outside sources
• Memberships and single ticket admissions
• Educational classes and workshops
• Lectures and performances
• Galas and special events
• Café food items and beverages
• Gift shop merchandise
STRATEGY
• The museum has a strategic plan in place with
the marketing goal of increasing membership
by 18% over the next two years.
• The museum’s competitive strategy focuses
on leveraging special, temporary exhibitions to
raise awareness and draw new audiences.
• The patron relationship strategy focuses on
moving patrons from single-attendance to
multi-attendance to membership to donor.
MARKET SEGEMTNATION
• Hot Stuff Museum is the premiere museum in
the United States for contemporary sculpture.
• Hot Stuff Museum is a springboard for mid-
career sculptors by providing them with their
first nationally prominent solo exhibitions.
SITUATION
INVENTORY
• Individual membership is $50/yr. Currently, 30,000
individual members contributing $1.5M to the annual budget
• Family membership is $80/yr. Currently, 6,250 family
members contributing $500K to the annual budget
• General museum admission, non-members is $15.
• Special exhibition admission, non-members is $25.
This includes general admission to the museum.
Personnel
• During the annual membership drive, the museum
employs a cadre of part-time marketing assistants
for 60 days to directly contact current members
for renewals and prospective members from the
pool of last year’s multi admission buyers
• The graphic designer is having a surgical procedure next
week and will be unavailable for one week thereafter
• The museum increases the number of staff at the
Admissions Desk, café, and gift shop during special
exhibitions to cover the increase in attendance
Organizational Factors
• The annual membership drive is supervised by the
Marketing department, which hands off executed
renewals and new memberships to the Membership
department for on-going contact and support.
• Tomorrow is the opening for a 12-week special
exhibition of works by acclaimed sculptor Anish Kapoor
(reference point: Chicago’s “Bean” sculpture).
• A general operating support grant from the Maryland
State Arts Council was awarded at 75% of the ask.
Modest budget cuts are expected in all departments.
Environmental Activity
• The American Visionary Art Museum announced that
it will be increasing its corporate sponsorship in order
to provide free admission to Baltimore residents.
• The Walters Art Museum in Baltimore recently
entered into a reciprocal membership agreement with a
consortium of museums across the country. Members
at the Supporter Level now receive privileges and free
admission at over 40 museums around the U.S.
• Last week, Hurricane Zelda inflicted
$30,000 worth of damage to the roof in our
smaller, temporary exhibition gallery.

2. patron profile
HOT STUFF MUSEUM
Ms. Sam Cecil Shephard
Address: 1724 Luxour Street, Baltimore, MD 21224
Age: 37
Gender: Female
Ethnicity: White
Marital status: Single
Transactional History
Ticket revenue: $270.00
Fiscal Year 1
General admission: $15
General admission: $15
Fiscal Year 2
General admission: $15
General admission: $15
Lecture—Gothic Battlements: $25
Special event—Gala: $100
Fiscal Year 3
General admission: $15
General admission: $15
Lecture—Baroque Era: $25
Special event—Fashion Show: $30
membership revenue: $0.00
--
donation revenue: $0.00
--
NOTES
Sam always purchases one ticket per visit. She visits exhibitions on Thursdays.
Sam regularly visits jewelry and fashion arts exhibitions in our small gallery.
Sam sometimes attends our educational classes and workshops.
Sam attended both architectural exhibition lectures offered in the last three fiscal years.

3. DEMOGRAPHIC DATA
from city-data.com (cross-referenced with livebaltimore.com)
Data source: 2013 U.S. Census
Geographic area: 21224 – Baltimore, MD
Neighborhood designation: Southeast Baltimore
Canton Park, Greek Town, Little Italy, Patterson Park
Large populations of residents with Polish, Greek, Italian
and Hispanic ancestry make this one of the most ethnically
diverse sections of the city. Waterfront communities like
Butchers Hill, Canton and Fells Point are popular among
young professionals due to two- and three-story row homes,
downtown jobs, quaint shops, pubs and local eateries.
Population:
49,552
The Hispanic population is above the State average.
Average age of residents:
32.5 years. The largest age group is 21-34.
Median age below State average.
Average household size:
2.6 people
Median household income:
$55,085 (State median: $72,183)
The cost of living is higher than the U.S. average.
Median house/condo value:
$185,000
Median gross rent:
$1,135
The majority of residents in this zip code drive,
carpool, or take the bus/trolley to work.
Educational attainment:
High school or higher: 75.3%
Bachelor’s degree or higher: 29.8%
Graduate or professional degree: 12.0%
Top occupations:
Legal occupations
Architecture and engineering occupations
Law enforcement workers including supervisors
Computer and mathematical occupations
Health diagnosing and treating practitioners
Management occupations
Gender
Male
50%
Female
50%
Renters
41%
Home
owners
59%
residency
Never
married
46.8%
Married
35.4%
marital
status
Separated:
3%
Widowed:
5.1%
Divorced:
9.6%
Black
17%
White
59%
Ethnicity
Asian:
2%
American
Indian:
1%
Two or more
races:
2%
Hispanic
19%

4. PSYCHOGRAPHIC DATA
from the free snapshot components of the sources
Esri.com – Top Tapestry
(Environmental Systems Research Institute)
Segment: 27 – Metro Renters
Residents in this highly mobile and educated
market live alone or with a roommate in older
apartment buildings and condos located in the
urban core of the city. This is one of the fastest
growing segments; the popularity of urban
life continues to increase for consumers in
their late twenties and thirties. Metro Renters
residents income is close to the US average,
but they spend a large portion of their wages
on rent, clothes, and the latest technology.
Computers and cell phones are an integral part
of everyday life and are used interchangeably
for news, entertainment, shopping, and social
media. Metro Renters residents live close to
their jobs and usually walk or take a taxi to get
around the city.
Claritas.com - PRZM
Segment: 04 – Young Digerati
Tech-savvy and live in fashionable
neighborhoods on the urban fringe. Affluent,
highly educated, and ethnically mixed, Young
Digerati communities are typically filled with
trendy apartments and condos, fitness clubs
and clothing boutiques, casual restaurants
and all types of bars—from juice to coffee to
microbrew. Management-level employment,
graduate-level education.
TYPICAL TRAITS
• Strive to be sophisticated;
value education and creativity
• Become well informed before purchasing
• Socializing and social status very important
• Work long hours
LEISURE ACTIVITIES
• Yoga, Pilates, and downhill skiing
• Travel overseas and domestically
CULTURAL ACTIVITIES
• Frequent museums and cinemas
SHOPPING HABITS
• Trader Joe’s, Whole Foods, Banana Republic,
The Gap, Nordstrom, Bloomingdale’s, Crate
& Barrel, Pier 1 Imports, amazon.com,
barnesandnoble.com
MEDIA HABITS
• Use a tablet for reading newspapers and
magazines
• Favorite websites: Facebook and YouTube
• Read Dwell, New York Times, history books
• Listen to classical music, jazz, all-news, and
public radio stations
• Seldom watch TV, but prefer programs from
Independent Film Channel, Travel Channel
TAKEAWAYS
jot down your preliminary thoughts on marketing to Sam

5. BALTIMORE MEDIA INFORMATION
a selection of media outlets in Baltimore, MD
PRINT - NEWSPAPER
• b - weekly publication, targeted at young adults
• The Baltimore Sun - largest daily newspaper supplying coverage of news, events, people and industries
• Baltimore Business Journal - business news from a local, regional, and national perspective
• Baltimore City Paper - an alternative source of news and opinions on local politics, communities,
culture, and the arts
PRINT - MAGAZINES
• Baltimore Magazine - award-winning feature stories about prominent local people, arts and culture,
and sports
• Baltimore Style - lifestyle magazine covering home and garden, fashion, food, travel, and local
personalities
• JHU Gazette - free monthly publication of the Johns Hopkins University, distributed at campuses
• SoBo Voice - South Baltimore Peninsula area publication
RADIO
• WBAL - home of the Orioles, talk and news, leans conservative
• WYPR - NPR affiliate
• WCAO - Urban gospel
• WBJC - classical
• WCBM - talk radio, leans conservative
• WLIF - adult contemporary
• WEAA - jazz
OUT OF HOME
• Maryland Transit Administration offers advertising opportunities on buses, trains, and bus shelters
• Private companies offer advertising opportunities on billboards, wallscapes, and bike hubs
TELEVISION
• Maryland Public Television (PBS)
• WBAL-TV Channel 11 (NBC)
• WBFF Channel 45 (FOX)
• WJZ Channel 13 (CBS)
• WMAR Channel 2 News (ABC)
…and don’t forget about social media
Designed by freepik.com

6. How can we cultivate this patron?
Context:
Business disposition: Hot Stuff Museum is the premier museum in the US for awesome
contemporary sculpture. We’re moving into a new fiscal year and are focused on membership
acquisition.
Business situation: The museum has many visitors who buy tickets to exhibitions and events,
but are not members. There are many next steps that Sam could take, but your organization
wants Sam to become a member. This objective is where you believe your business
circumstance and Sam’s customer circumstance align.
Sam’s disposition: As you can see in her patron profile, Sam has purchased tickets to multiple
exhibitions and events at Hot Stuff Museum. What does the data suggest?
Challenges: What are some reasons that Sam might say “NO”?
1. __________________________________________________________________
2. __________________________________________________________________
3. __________________________________________________________________
Opportunities: What are some ways that we might get her to say “YES”?
1. __________________________________________________________________
2. __________________________________________________________________
3. __________________________________________________________________
Sam’s situation: What’s one moment of need in which you could meet Sam’s needs?
__________________________________________________________________________
What now?
Where/when would you address your message to Sam?
Where would Sam be? __________________________________________________
When would she get your message? ________________________________________
______________________________________________________________________
HOT STUFF MUSEUM
How can we cultivate this patron?
Context:
Business disposition: Hot Stuff Museum is the premier museum in the US for awesome
contemporary sculpture. We’re moving into a new fiscal year and are focused on membership
acquisition.
Business situation: The museum has many visitors who buy tickets to exhibitions and events,
but are not members. There are many next steps that Sam could take, but your organization
wants Sam to become a member. This objective is where you believe your business
circumstance and Sam’s customer circumstance align.
Sam’s disposition: As you can see in her patron profile, Sam has purchased tickets to multiple
exhibitions and events at Hot Stuff Museum. What does the data suggest?
Challenges: What are some reasons that Sam might say “NO”?
1. __________________________________________________________________
2. __________________________________________________________________
3. __________________________________________________________________
Opportunities: What are some ways that we might get her to say “YES”?
1. __________________________________________________________________
2. __________________________________________________________________
3. __________________________________________________________________
Sam’s situation: What’s one moment of need in which you could meet Sam’s needs?
__________________________________________________________________________
What now?
Where/when would you address your message to Sam?
Where would Sam be? __________________________________________________
When would she get your message? ________________________________________
______________________________________________________________________

7. What would be your banner message to Sam? (i.e. What is the unique selling proposition?)
____________________________________________________________________________
____________________________________________________________________________
What three primary channels would you
use to get your message to Sam?
1. ___________________________________
2. ___________________________________
3. ___________________________________
What three channels would you probably
NOT use to get your message to Sam?
1. ___________________________________
2. ___________________________________
3. ___________________________________
What is the ideal call-to-action and/or offer?
____________________________________________________________________________
____________________________________________________________________________
What specific action do you want Sam to take upon receiving the message?
___ call patron services
___ go to service counter
___ get online and sign up
___ mail something
___ Other: ____________________
What is Sam’s next most-likely action after receiving your message?
____________________________________________________________________________
____________________________________________________________________________

8. DATA RESOURCES NOT ALL OF THEM, BUT GOOD PLACES TO START
factfinder.census.gov
A helpful tool that walks you through pulling data
from the U.S. Census.
bls.gov/cex/
Bureau of Labor Statistics Consumer Expenditure
Survey (CES), provides information on the buying
habits of American consumers, including data on
their expenditures, income, and consumer unit
(families and single consumers) characteristics.
city-data.com
Detailed, informative profiles of all cities in the
United States. Free.
claritas.com
Home of Nielsen’s PRIZM® model, the industry-
leading lifestyle segmentation system. Offers
free snapshots of every segment, but full profiles
require purchase.
acorn.caci.co.uk
It’s like PRIZM®, but for the United Kingdom.
esri.com/landing-pages/tapestry
Esri’s primary work is GIS (geographic information
systems), and they acquire a lot of data. Tapestry
is their segmentation system. Offers free
snapshots, but you have to subscribe for the full
service. You can try a 30-day free trial of ArcGIS
Online, which is the system that houses Tapestry.
PDF of cluster narratives: http://www.esri.com/
library/whitepapers/pdfs/community-tapestry.pdf
srds.com
Media planning and research. Not nearly as
expensive as you’d expect.
MarketResearch.com
Database of expert insights on global industries,
companies, products, and trends. Reports to fit
most any budget.
euromonitor.com
Home of Passport, a robust global market
research system. Also industry-specific data
reports. Bigger and more expensive than you
need, but if you can afford it, fascinating data.
Principal Urban Centers:
Young, mobile, diverse in metros of 2.5 + million people
LIFEMODE SUMMARY GROUPS
1. Affluent Estates: Established wealth—educated,
well-travelled married couples
2. Upscale Avenues: Prosperous, married couples
in higher density neighborhoods
3. Uptown Individuals: Younger, urban singles on the move
4. Family Landscapes: Successful younger families in newer housing
5. GenXurban: Gen X in middle age; families with fewer kids
and a mortgage
6. Cozy Country Living: Empty nesters in bucolic settings
7. Ethnic Enclaves: Established diversity— young, Hispanic
homeowners with families
8. Middle Ground: Lifestyles of thirtysomethings
9. Senior Styles: Senior lifestyles reveal the effects of
saving for retirement
10. Rustic Outposts: Country life with older families, older homes
11. Midtown Singles: Millennials on the move; single, diverse, and urban
12. Hometown: Growing up and staying close to home;
single householders
13. Next Wave: Urban denizens; young, diverse, hardworking families
14. Scholars and Patriots: College campuses and military neighborhoods
Urban Periphery:
City life for starting families with single-family homes
Metro Cities:
Affordable city life, including smaller metros, satellite cities
Suburban Periphery:
Affluence in the suburbs, married couple-families, longer commutes
Semirurals:
Small town living, families with affordable homes
Rural:
Country living with older families, low density, and low diversity
TAPESTRY
SEGMENTATIONThe Fabric of America’s Neighborhoods
TM
FOR MORE
INFORMATION ABOUT
TAPESTRY SEGMENTATION
• Call 1-800-447-9778
• Visit esri.com/tapestry
• Send an e-mail to info@esri.com
Copyright © 2014 Esri. All rights reserved.
URBANIZATION SUMMARY GROUPS
1A
1B
1C
1D
1E
2A
2B
2C
2D
3A
3B
3C
4A
4B
4C
5A
5B
5C
5D
5E
6A
6B
6C
6D
6E
6F
7A
7B
7C
7D
7E
7F
Top Tier
Professional Pride
Boomburbs
Savvy Suburbanites
Exurbanites
Urban Chic
Pleasantville
Pacific Heights
Enterprising Professionals
Laptops and Lattes
Metro Renters
Trendsetters
Soccer Moms
Home Improvement
Middleburg
Comfortable Empty Nesters
In Style
Parks and Rec
Rustbelt Traditions
Midlife Constants
Green Acres
Salt of the Earth
The Great Outdoors
Prairie Living
Rural Resort Dwellers
Heartland Communities
Up an
Urban
Ameri
Barrio
Valley
South
Households: 2,052,000
Households: 1,878,000
Households: 1,695,000
Households: 3,543,000
Households: 2,320,000
Households: 1,574,000
Households: 2,674,000
Households: 870,000
Households: 1,627,000
Households: 1,240,000
Households: 1,734,000
Households: 1,264,000
Households: 3,327,000
Households: 2,058,000
Households: 3,319,000
Households: 2,973,000
Households: 2,675,000
Households: 2,411,000
Households: 2,685,000
Households: 3,043,000
Households: 3,794,000
Households: 3,517,000
Households: 1,850,000
Households: 1,307,000
Households: 1,215,000
Households: 2,864,000
Househo
Househo
Househo
Househo
Househ
Househo
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Income
Median Incom
Median Incom
Median Incom
Median Incom
Median Incom
Median Incom
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Age
Median Ag
Median Ag
Median Ag
Median Ag
Median Ag
Median Ag
46.2
40.5
33.6
44.1
49.6
42.6
41.9
41.8
34.8
36.9
31.8
35.5
36.6
37.0
35.3
46.8
41.1
40.3
38.4
45.9
43.0
43.1
46.3
43.4
52.4
41.5
30.7
33.3
31.8
28.3
26.6
33.8
$157k
$127k
$105k
$104k
$98k
$98k
$85k
$84k
$77k
$93k
$52k
$51k
$84k
$67k
$55k
$68k
$66k
$55k
$49k
$48k
$72k
$53k
$53k
$51k
$46k
$39k
$64k
$58k
$48k
$36k
$32k
$27k
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Singles
Household
Singles
Household
Singles
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
w/No Kids
Household
Married Couples
Household
Married Couples
Household
Married Couples
w/No Kids
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
w/No Kids
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Household
Married Couples
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Multi-Units;
Single Family
Housing
High-Density
Apartments
Housing
Multi-Unit Rentals
Housing
High-Density
Apartments
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Family
Housing
Single Fam/Seasonal
Housing
Single Family
4
4
4
4
4
4
4
2
4
1
1
1
4
4
5
4
3
4
2
4
1
2
3
4
5
6
6
6
6
6
6
5
4
2
2
2
5
2
LifeMode 1:
AFFLUENT
ESTATES
11,488,000
Households
9.7% of
US Households
LifeMode 2:
UPSCALE
AVENUES
6,744,000
Households
5.7% of
US Households
LifeMode 3:
UPTOWN
INDIVIDUALS
4,238,000
Households
3.6% of
US Households
LifeMode 4:
FAMILY
LANDSCAPES
8,704,000
Households
7.3% of
US Households
LifeMode 5:
GENXURBAN
13,787,000
Households
11.6% of
US Households
LifeMode 6:
COZY
COUNTRY
LIVING
14,547,000
Households
12.2% of
US Households
E
Prof/Mgmt
College Degree
White
■ Own lavish vacation homes
■ Hire financial advisers
■ Shop at high-end
retailers/chains
■ Access radio and newspapers online
■ Purchase/Lease fully equipped
luxury cars
Prof/Mgmt
College Degree
White
■ Upgrade picture-perfect homes
■ Hold401(k)andIRAplans/securities
■ Own latest tablets,
smartphones, and laptops
■ Read epicurean, sports,
home service magazines
■ Own 2–3 vehicles
Prof/Mgmt
College Degree
White
■ Hold gym membership;
own home equipment
■ Have home mortgage
■ Prioritize physical fitness
■ Own, use latest devices
■ Prefer SUVs,
luxury cars, minivans
Prof/Mgmt
College Degree
White
■ Enjoy good food, wine
■ Carry first, second mortgages
■ DIY gardening, home remodeling
■ Shop, bank online
■ Prefer late-model SUVs
minivans, station wagons
Prof/Mgmt
College Degree
White
■ Contract for home care services
■ Invest actively;
use financial planners
■ Prefer natural, organic products
■ Support public TV/radio
■ Choose late-model
luxury cars, SUVs
Prof/Mgmt
College Degree
White
■ Visit museums, art galleries
■ Own healthy portfolios
■ Ski; practice yoga; hike;
play tennis
■ Shop, bank online
■ Choose luxury imports
Prof/Mgmt/Svcs
College Degree
White
■ Enjoy outdoor gardening
■ Invest conservatively
■ Go to the beach,
theme parks, museums
■ Have bundled services
(TV/Internet/phone)
■ Own/Lease imported SUV
Prof/Svcs/Mgmt
College Degree
Asian/Pacific Islander
■ Own iPods, iPads, newer Macs
■ Invest conservatively
■ Gamble at casinos; visit theme parks
■ Watch Showtime, HBO,
Travel Channel, CNN
■ Choose imported,
late-model vehicles
Prof/Mgmt
College Degree
White
■ Gamble; visit museums
■ Own 401(k) through work
■ Buy trendy clothes online
■ Watch movies, TV on demand
■ Buy digital books for tablet
Prof/Mgmt
College Degree
White
■ Support environmental groups
■ Save for retirement
■ Stay connected via laptop,
iPad, mobile phone
■ Listen to classic rock, jazz, blues
■ Take public transportation;
walk; bike
Prof/Mgmt
College Degree
White
■ Preferenvironmentallysafeproducts
■ Spend wages on rent
■ Practice yoga, Pilates; ski
■ Active on Facebook, Twitter,
YouTube, LinkedIn
■ Take public transportation,
taxis; walk; bike
Prof/Svcs/Mgmt
College Degree
White
■ Travel frequently
■ Seek financial advice;
build stock portfolios
■ Shop at Whole Foods, Trader Joe’s
■ Stay connected; prefer texting
■ Choose subcompacts,
public transportation
Prof/Mgmt
College Degree
White
■ Go jogging, biking,
target shooting
■ Carry high level of debt
■ Visit theme parks, zoos
■ Shop, bank online
■ Own 2+ vehicles (minivans, SUVs)
Prof/Svcs
College Degree
White
■ Eat at Chili’s, Chick-fil-A,
Panera Bread
■ Invest conservatively
■ Shop warehouse/club,
home improvement stores
■ Watch DIY Network
■ Own minivan, SUV
Prof/Svcs
College Degree
White
■ Buy children’s toys, clothes
■ Carry some debt; invest for future
■ Go hunting, bowling,
target shooting
■ Watch country, Christian TV channels
■ Own trucks, SUVs
Prof/Mgmt
College Degree
White
■ Play golf; ski; work out regularly
■ Save/Invest prudently
■ Prefer to eat at home
■ Listen to sports radio;
watch sports on TV
■ Own 1–2 vehicles
Prof/Mgmt
College Degree
White
■ Support arts, theater,
concerts, museums
■ Hold retirement savings,
insurance policies
■ Use coupons, mobile coupons
■ Carry, use smartphones
■ Own late-model SUVs or trucks
Prof/Mgmt/Admin
HS Diploma Only
White
■ Take US vacations
■ Budget wisely
■ Play blackjack, poker online
■ Watch Animal Planet, Discovery,
History Channel
■ Own domestic truck or SUV
Svcs/Prof/Admin
HS Diploma Only
White
■ Buy American-made products
■ Hold home mortgage
■ Play games online
■ Read newspapers; watch TV
■ Own 2–3 vehicles
Prof/Svcs
College Degree
White
■ Attend church; are members
of fraternal orders
■ Have retirement income,
Social Security
■ Read; go fishing; play golf
■ Watch country, Christian TV channels
■ Own domestic SUVs, trucks
Prof/Mgmt
College Degree
White
■ Are member of veterans’ club,
fraternal order
■ Bank, pay bills online
■ Do home improvement projects
■ Watch TV by satellite
■ Own truck/SUV
Prof/Svcs
HS Diploma Only
White
■ Go fishing, hunting,
boating, camping
■ Buy insurance from agent
■ Tackle home improvement projects
■ Access Internet by dial-up modem
■ Own truck, ATV
Prof/Svcs
College Degree
White
■ Belong to AARP, veterans’ clubs
■ Might invest in real estate
■ Own pet dogs or cats
■ Watch CMT, History Channel,
Fox News
■ Own 4-wheel drive trucks
Mgmt/Prof/Svcs
HS Diploma Only
White
■ Shop at Walmart; eat at Subway
■ Own CDs, term/whole life insurance
■ Go fishing, hunting,
boating, camping
■ Read fishing, hunting,
auto magazines
■ Own truck, ATV/UTV
Svcs/Prof
HS Diploma Only
White
■ Tend vegetable gardens
■ Own low-risk assets
■ Go hunting, freshwater fishing
■ Watch Animal Planet,
Discovery Channel, DIY Network
■ Own older, domestic vehicles
Svcs/Prof
HS Diploma Only
White
■ Go hunting, fishing;
ride motorcycles
■ Buy insurance from agent
■ Participate in local activities
■ Listen to country music; watch CMT
■ Own domestic truck, SUV
PRIZM® segments