We decided to target Pepperdine females ages 18-24 based on research regarding
the characteristics of millennials. Millennials make up $1.3 Trillion of consumer
spending. On average, millennials spend $102.85 when they go shopping. Therefore,
this is a group with potential for profit. In addition, a millennial is a connector: They
are twice as likely to have 200-500 friends on Facebook than older generation. In
addition, millennials are more than 3 times as likely to have more than 500 Facebook
friends. With this research, Icon plans to implement word-of-mouth advertising among
students along with an authentic act of material sharing.
IDEAL CONSUMER PROFILE
“Boho Chic”
Jamie Campbell is an 18-year-old female attending Pepperdine University. This is her
first year at Pepperdine and she is studying film. She likes to get involved on campus
through her sorority. She doesn’t work at the moment because she wants to focus on
her studies and sorority so her parents currently support her. Her religious background
is Church of Christ and attends church every Sunday. She is very creative and freespirited which can be reflected in the way she dresses.
“Beachy Casual”
Allison Smith is a 20-year-old female attending Pepperdine University. She is currently
a junior studying Biology. She is not affiliated with any club or sorority because her
major takes up a lot of her time. She does attend the University Church every Sunday
and in her free time likes to go to the beach and surf/paddleboard in between classes
and on the weekends.
“Glam”
Rachel Ramirez is a 21-year-old female attending Pepperdine University. She is a
senior studying Business Administration. She is part of a business fraternity and likes to
attend networking events on campus. In her free time she likes to go out and explore
the LA area, particularly the nightlife. Her dressing style can be described as elegant
or glam but affordable.
UNIQUELY YOU, UNIQUELY ‘BU.
Icon Advertising is implementing a tagline that is inclusive to all different types of
people. According to Pew Research, millennials have forged a personality: confident,
self-expressive, liberal, upbeat, and open to change. Research shows that selfexpression is important to the millennial generation. This can be seen when examining
that three quarters of millennials have created a profile on a social networking site,
one in five have posted a video of themselves online, nearly four in ten have a tattoo,
and nearly one in four have a piercing in some place other than an earlobe.