Target Audience

There are two target audiences for this content marketing campaign. The first and most important is the local Islanders and summer residents for whom Sune’s is the only local grocery store. The second target audience is the tourist visitors who frequent the island.

Residents: According to a census taken by Point2 in 2018, the total number of Drummond Island residents is 1,104, 52.99% male, 47.01% female with a median age of 58. A majority, 65.9%, consider themselves white collar workers while 34.1% consider themselves blue collar workers. A majority, 61.5%, are employed by private companies, 16.67% consider themselves self-employed, 11.79% work for non-profit entities and 10% are government employed. 63.82% are family households of 2 people, and 87.5% of households are without children. Median household income is $50,212.00 for ages 25 to 65+. 57.9% own their own homes without mortgages. Educationally, 39.57% had some high school, while 29.55% had some college. A majority, 62.38%, are married, 19.15% have never married, 10.25% are divorced, .97% consider themselves separated and 8.22% are widowed. The major form of transportation is by private vehicle. 

Tourists and Visitors: The reasons people visit are varied as is the length of stays. Some are summer visitors who arrive in early spring and depart in early or late fall while others are weekly vacationers and yet others are weekend warriors who enjoy short, action-packed days. Demographically, the snowbirds are retired older people who usually have houses or cottages they return to yearly. They are a mix of ages from 60-85. Weekly vacationers are usually working-class people from downstate who spend their family vacations camping or staying at one of the many resorts. They are family-aged people with one to four children on average and of middle-income range. Weekend warriors bring their toys of choice up for short weekend stays. They may camp or rent some of the limited number of hotel rooms. Their demographic is 18-45 years, of both sexes, leaning heavily toward males. This group are outdoors people who seek the many activities offered from birding to ATV riding, to fishing, hunting, boating, hiking or golfing. Drummond Island Tourism Association (2020).

Buyer Persona(s): 

Resident: Rob is a typical Island resident is a 55-year-old male with a white-collar job. He likes to do outdoor activities in his time off. He lives with his wife, Joyce, 55, in a single-family home where they have raised their two children, who are now grown. She also works, either on or off the Island. Together they have leisure time enough to fish, ride ATVs or attend Island functions. Their primary means of transportation is his truck and her car. They have time to make the 2-hour round trip to Sault Ste. Marie or Petoskey to the big box stores to buy groceries for both the larger selection offered as well as for the entertainment. They usually shop locally if they need immediate items such as soda or liquor or for perishable items such as dairy and baked goods. 

Tourist/Visitor: Dan is a typical tourist. He is 38 years old white-collar worker from down state. He visits Drummond Island once per year for his weeks-long vacation. He brings his wife, Stacy, 37, and their three elementary school children. They rent a small cabin from a resort where they rent a boat when they aren’t out riding their two ATVs or taking the children to a beach. They will visit the retail stores for souvenirs and may stop at the grocery store if they have forgotten grocery items in the groceries they have carried from downstate. They consider Island prices too high compared to the big box store prices and varieties they are used to back home. Dan comes to the Island as a weekend warrior in the fall for a guy’s weekend with three of his buddies. They stay at a local motel where they leave from to ride ATV trails all day before catching dinner at a local bar or restaurant. They either bring their liquor supply or buy it at one of the two places it is available on the Island. 

Problem Resolution and/or Benefit Gain

Problem or benefit to target audience(s): The target audience(s) will benefit by being educated about what it takes to get groceries to the Island and understand why the prices are higher than the big box store prices. They should feel confident that the prices are as low as possible given the situation. They should see Sunes as the solution to the problem of having to bring groceries on a long vehicle trip or the need to make frequent trips to nearby larger box stores. This ties into current marketing efforts providing valuable, timely information on Sune’s website and Facebook page, Twitter feed and Instagram posts, reminding residents and inform visitors of special offerings and giving them reasons to shop locally.