The Duval County Supervisor of Elections Office

105 E. Monroe St. Jacksonville, FL 32202

Audience Analysis

Target Audience
First-time voters on the University of North Florida campus.

Target Audience Nickname

Voting Baby Ospreys

Demographics and Psychographics

The University of North Florida is located in the ZIP code 32224. According to Mosaics
Population Comparison, 36.6 percent of this population is made up of the young people who are
voting for the first time in the next election. Demographics Now shows that within the ZIP code
32224, 39.6 percent of the population are within the age rang of 15-24. Mosaic narrows this
information to 13.4 percent being between the ages of 19-24.
Within this population there are more females than males. Mosaic show that 59.7 percent
of the population is female and 40.3 percent are male. It also shows that 2.2 percent of this
population is married. According to Mosaic, 45.6 percent of females are single and do not have
children while 31.3 percent of males are single without children.
Mosaic shows that of the 36.6 percent of the 32224 ZIP code, 63.8 percent of the population
is White, 15.9 percent is Black and 5.7 percent is Asian. 96 percent of the population are renters
who often live in transient neighborhoods. Mosaic also shows that 22.8 percent of this groups
annual household income is less than $15,000. According to Mosaic, 41.1 percent of the
population has some college education.
According to Mosaic, Voting Baby Ospreys are twice as likely than the average
American to use their cell phones for the internet. They rely on the internet to chat with their
friends, to bank, to shop, to look for apartments, to blog and to play games. Mosaic reports that
these Americans say that the internet is their prime source of entertainment, and they tend to get
less sleep because of going online.
According to Mosaic, this group of Americans are described as very liberal and strongly
identify with the Democratic Party. They are often very willing to volunteer and donate to a good
 The Duval County Supervisor of Elections Office
105 E. Monroe St. Jacksonville, FL 32202
cause. Mosaic also says that this group enjoys bettering their selves at the gym by working out
and taking classes to better their photography and art. Many enjoy watching prime time
television, animated shows, game shows and reality TV shows.
Mosaic shows that this group often does not have much money. It says that they make less
than $42,000 a year. Between paying off their college loans, car payments and credit card bills,
they dont have much money left to put into savings. According to Mosaic, if they are not
insured through their jobs they are more than likely to not be insured at all.

Key Words
Internet, cell phones, loans, shopping, money, opinions, voting.

Important Issues
Voting Baby Ospreys would find loan forgiveness programs important due to the fact that
they are either currently working to pay off their college loans or will have to pay future college
loans. This group of people may also be interested in the way social causes are being treated.
Mosaic says that when it comes to something they believe in, they will protest for change.
Meaning, they will want to make sure the social causes they are in support of are being treated
correctly. The job market is also important for Voting Baby Ospreys. They are the age where
they are either entering the job market or getting ready to. It will be important to them that jobs
will be available and that unemployment is down.

Primary Source of Information

People tend to believe that the age range of Voting Baby Ospreys do not get the news and
information anymore due to the fact that many have abandoned print media. However, the
American Press Institute says differently. In its study they found that this age range is getting
news through a different way. Their primary source of information is the internet. The AP News
survey found that many people in this generation use up to three different types of social media
as their source of information. The AP News survey then says that their secondary source of
information comes from television.
 The Duval County Supervisor of Elections Office
105 E. Monroe St. Jacksonville, FL 32202

News Release
For Immediate Release
Oct. 12, 2016
Name: Makayla Halbrook
Pubic Relations Specialist
Phone: (904) 630-2920
Email: mhogan@coj.net

REGISTRATION DEADLINE EXTENDED

JACKSONVILLE, Fla, Oct. 12, 2016 Florida citizens now have an extra six days to vote due

to problems related to Hurricane Matthew.

The Duval County Supervisor of Elections Office says the county will accept new voter

applications up until 5 p.m. Oct. 18. Director of Outreach Greg Clark believes this will ensure

that all voters will be able to register.

Early voting begins Oct. 24 and will run through Nov. 6. Clark expects 81 percent of

voters to go to the Duval polls in November. There will be 17 early voting sits in Duval County.

To find out locations and times for voting, visit http://www.duvalelections.com/Election-

Information/2016-General-Early-Voting.

We dont want everyone to wait until Election Day to cast a ballot, Clark said. We

want people to come out to the polls early.

Other than voting early, The Elections Office says citizens can vote by mail or in person.

For citizens to vote at the polls the workers at the Florida Statute requires all voters to present a

valid photo ID with signature.

However, No voter is ever turned away, Clark said. Voters without acceptable ID can

vote via provisional ballot.

According to Clark, the Duval County Supervisor of Elections Office is one of the largest

in the state of Florida. On Election Day, Clark said all votes will be counted fairly.

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 The Duval County Supervisor of Elections Office
105 E. Monroe St. Jacksonville, FL 32202

Feature
For Immediate Release
Name: Makayla Halbrook
Pubic Relations Specialist
Phone: (904) 630-2920
Email: mhogan@coj.net

Early voting has begun in Duval County, Florida.

JACKSONVILLE, Fla, Oct. 28, 2016 The sun was shinning, the air was cool, and Amanda

Elliott, a 19-year-old University of North Florida criminal justice student, was about to vote for

the very first time.

Elliott and her roommate Jessica Ritchie, a 20-year-old UNF student and history major,

made sure to leave early to avoid the long lines at the polls. The early voting site that the

roommates chose to vote at was at the Duval Supervisor of Elections Office in Downtown

Jacksonville. On the walk to the office, Elliott pointed to the A-frame sign that sat in-between

two trees. Early Voting was largely printed across the sign.

Ive had the most difficult time trying to decide on who to vote for, Elliott said as she

continued to stare at the A-frame sign. Neither candidates really represent what Im for.

Early voting in Florida began Oct. 24. and it extends to Nov. 6. Greg Clark, who works as

the director of outreach at the Elections Office, is urging anyone who wants to avoid long lines to

go out and vote early. Duval County will have 17 different voting sites for citizens to utilize.

We dont want everyone to wait until Election Day to cast a ballot, said Clark. We

want people to come out to the polls early.

Ritchie turned her head away from the sign, This is such a huge election. Its upsetting

that I dont care for any of the people I can vote for.

-more-
 The Duval County Supervisor of Elections Office
105 E. Monroe St. Jacksonville, FL 32202
Honestly, its like Im voting if I want to be shot in the left or right arm, Elliott said.

Laughing, Richie began to open the glass door to the entrance of the building. As soon as the

young women started to walk into the office, there was a blast a cool air from inside. The entire

room was large enough to hold about 50 people.

However, the individual voting stations blocked off most of the room. Now, it seemed

that the room could only hold about 12 people at a time. There were six stations that lined the left

side of the room when one walked in.

The right side of the room had a counter where workers were taking citizens information

and handing them their ballots to cast their votes.

Can I see your license and voter ID card, please? asked the woman at the desk. As

Elliott pulled her wallet out to grab her information, a line began to form full of eager early

voters. Clark wanted to make sure to people knew how important early voting is.

The citizens of Duval were listening. By the time Elliott had accepted her ballot and

moved into her private voting cube, the line to vote had begun to extend out of the door of the

office. There were at least eight people waiting in line as Elliot took her ballot to the machine to

submit it.

She was handed her oval I voted sticker, and she proudly held it up. As she and Ritchie

walked outside she peeled it off the paper and stuck it onto the top left side of her plum-colored

shirt. Smiling widely, she headed towards that car.

Once at the car Elliot snapped a picture of herself with the sticker purposefully in view

and then called her mom.

Your girl just voted for the first time!

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