Week Four: Target Market

My Target Market Scratch This. See Week Four *Update*

The business I chose to represent for the duration of the course is my current employer, a charity called Cancer for College that provides college scholarships to cancer survivors. Selecting a target market was a bit challenging because we have two distinct markets – one is the donor and the other is the recipient.  For the purpose of this class, I’ve decided to market towards the recipient with the goal of increasing the awareness of the scholarships we provide and ultimately gaining more applicants.

And so, the analysis of my target market includes:

Demographic Analysis:

Young men and women aged 17-25

Cancer patients or cancer survivors

College students or high school seniors

US residents attending school in the US
Most likely financially burdened by cost of cancer treatments

Psychographic Analysis:

Motivated to succeed

Believe in the value of a college education

Willing to work hard despite setbacks and challenges
(Being a Will Ferrell Fan is a plus, because he is our celebrity superhero)

Behavior Analysis:

The individuals in our target market are willing to do the work required to apply for scholarship funds to assist in paying for their college tuition.  They are students who have overcome the challenge of a life threatening disease and have not let cancer beat their spirit or dampen their dreams.