OBJECTIVE:

Our objective was to market to the Kooks product to college aged students residing in St. George.  We appealled to the "halfster" crowd--meaning half-hipsters.  These are those who regularly post on social media veins like Instagram and enjoy activities like volleyball, longboarding, skimboarding, and hiking.

 

SAMPLE CONSUMERS:

Chris, 23, is a college student attending DSU.  He's on student government and enjoys playing volleyball with his friends when he has free time.  He's from northern Utah and came to St. George for the nice weather.

Rosalee, 23, is from St. George.  She leads a group that goes longboarding on Thursday nights, and she uses Instagram to update her them on the route they plan on riding.  She likes wearing two-toned t-shirts and flat-soled shoes, much like Kooks.

Millie, 22, moved to St. George from Seattle, WA.  She loves photography, wearing thick-rimmed glasses and plans on attending DSU in the fall.  She loves going on hikes and meeting new people.  People tell her she has a style all of her own, and she's extremely likeable.