1. Survey Results A survey was conducted to gauge the awareness level of The Boys and Girls Club of America, Lee County, and of the activities that are involved in the daily operations. Questions were also asked about age brackets, and whether or not they would be willing to donate to The Boys and Girls Club of Lee County if events were planned in the local community. The survey was distributed in gated communities in the area, including Stoneybrook at Gateway, Stoneybrook Estero, Copper Oaks, and The Forest. In total, 43 responses were given. Out of the 43 responses, 34 people were full time residents, with the remaining 9 seasonal residents. Of the 43 responses, 30 members had heard of the national chapter of the Boys and Girls Club. Target Market 17

2. Target Market When asked about awareness of the Club's services, only 24 of the original 30 knew exactly what the club was even about. The numbers start to dwindle further when asked about knowledge of the local chapter. Only 19 people given the survey knew of the clubs existence. At this point, the lack of awareness of The Boys and Girls Club of Lee County and the services they provide for the impoverished children of the community was starting to become apparent. The survey's focus then shifted to age brackets and possible donors. Survey Results 18

3. When asked what age bracket the survey takers were, the outstanding age bracket was in the 45-64 range with 22 people. Following in second was 65+, with 10 people. This would mean that the combined segmented target markets of 45-64 and 65+ made up 32. Out of the 43 people who answered the survey, that makes up almost 75% of the total market. The survey then questioned whether or not the homeowners had ever donated to non-profit youth charities before was asked, and the answer came out to 14 people having done so. Target Market Survey Results 19

4. Survey Results Target Market The final question brought reassuring information, however. When asked whether or not they would be more willing to donate to the Boys and Girls Club of Lee County if a charity fundraiser event were planned, the overwhelming majority said yes, with 32 of the 43 giving the affirmative. This would successfully confirm the problem that the aging, more affluent members of this community lack the awareness level that is required for The Boys and Girls Club of Lee County to stay afloat. With the information given by the survey provided, the target market of affluent aging members of Lee County is fitting. They are willing to give their resources to help the local community if given the chance. 20

5. Target Market According to the Brookings Institute's State of Metropolitan America Report, the Fort Myers-Cape Coral Metropolitan Area has shown incredible growth among similar "Mid- Sized Magnet" cities (Mark Washburn). Among the top 100 Metropolitan areas, Lee County showed up in fourth, with an impressive 33.6% growth. The growth of the segments ages 45-64 and 65+ is especially interesting, with the former ranking in third, and the latter ranking second (Mark Washburn). This is important information for the campaign, as these are the targeted market segments. Demographics 21

6. Target Market The population by age distribution for Lee County, as shown to the right, shows that the targeted segments of the market make up a large amount of the total population (Fort Myers Regional Partnership). The age brackets for 45-54, 55-65, 65-74, and 75+ add up to 49.1%, nearly half of the entire population. While this campaign would not market to all of these segments, it would be directed towards the higher end, more affluent members. Studies show that the baby boomer age group will get much larger in the near future. By 2017, the bracket will have grown by 23%( Brecht, Robert ). Demographics 22

7. Target Market When it comes to the household income of the markets this campaign would utilize, the segments chosen were households that made $75,000+. This is made up of four categories, the lowest starting at $75,000, and the highest being $250,000 or more. Of the 245,751 households included in the U.S. Census Bureau's study on Lee County, 74,308 households fall into the selected target market (Census Bureau). While these datasets of demographics may not seem to correlate, the psychographics bridge the gaps between aging members of society and income in Lee County. Demographics 23