DUE NO LATER THAN FRIDAY, January 8, 2021.
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Instructions
The three parts of the overall marketing plan that will be completed this week are Market Research, Demographics, and Competing Forms of Entertainment. Please thoroughly addresses the following components.
Please provide as much market research and demographic/psychographic information as possible on the Charles Town, WV area. Possible items for inclusion could be:
· Age breakdown of area residents
· Population data
· The marital status of area residents
· Educational information on area residents (e.g. high school graduates, college graduates, etc.)
· Religion breakdown of area residents
· Geographic location (e.g. city population versus suburbs)
· Gender breakdown
· Racial composition
· Political views
· Unemployment rate
· Languages spoken
· Income data
· Average disposable income
· Interest in sports
· Competing forms of entertainment are also important to consider. This will vary from city to city and regionally, but could include:
· Local college, high school, or professional sports teams
· Events brought in by the local Chamber of Commerce to stimulate economic development
· Theaters, concerts, etc.
· City, county or state fairs
Please create a PowerPoint presentation covering the areas listed above for presentation to the City Council of Charles Town, WV. Remember, the PowerPoint must be in bullet format and must include a notes section. The notes section should be a summary of the bullet points in your presentation, such that if you were unable to make the presentation, someone else could make the presentation for you by reading what you’ve written in the notes section.
Remember, you will be handing this to the president and board of trustees for review. Be sure to carefully proof your work. Please include a title slide that includes your name and the assignment topic, as well as a reference slide at the end of your PowerPoint presentation which includes a minimum of three (3) scholarly sources. However, since your goal is to have a minimum of ten (10) overall sources for your final marketing plan, sources utilized for this week should be different than those in the Week 2 and Week 3 assignments. Don’t forget that every source should be correctly cited throughout your presentation on the appropriate slide.
Length of this section of your marketing plan: This assignment should be approximately 10-12 PowerPoint Slides (not including title page and references).
Marketing Research & Demographics
Randy Ozbirn
Dr. Lisa Miller
SPMT609 D001 Fall 2020
January 10, 2021
Population Data
Charles Town has a population of 137,566, per the 2019 census (United States Census, n.d.)
6% of the population is below 5 years old
16.7% of the population is below 18 years old (United States Census, n.d.)
14.6% is over 65 years old
52.8% of the population are female
Charles Town, Carolina has a population of 137,566 persons based on 2019 census (United States Census, n.d.).
Women account for 52.8% of the population while those aged below 18 years 16.7%.
2
Marital Status and Education
Residents are married in an estimated 55,889 households
95% of the residents are 25 years old and above and are high school graduates or higher (United States Census, n.d.)
53.1% of residents have a bachelors degree or higher
Common college degrees are Nursing, Business and Administration (Data USA)
There are 5,889 estimated household in the city.
95% of the residents have a high school diploma or higher (United States Census, n.d.). 53% have a bachelors degree or higher.
3
Religion and Geographics
Historically, religious freedom was used to attract settlers to Charleston (Monroe, 1962).
78% of the population can be identified as Christians while 19% as Atheist.
3% of the population can be identified as other religion.
The population of the suburbs keeps growing at a faster rate than in the city.
According to Monroe (1962), religious freedom was used to attract settlers to Charleston. 78% of the population consists of Christians.
The population of the suburbs keeps growing at a faster rate than in the city.
4
Gender and racial breakdown
Females account for 52.8% of the population which is approximately 72,635 (United States Census, n.d.).
Majority of the population is white accounting for 74.1%.
African Americans 21.7% of the population.
Hispanics are 3.2% of the population.
Females account for 52.8% of the population which is approximately 72,635 (United States Census, n.d.).
Majority of the population is white accounting for 74.1%.
African Americans 21.7% of the population.
Hispanics are 3.2% of the population.
5
Political and Unemployment
A majority of the residents are democrats based on the last presidential elections.
The last three elections have seen the residents voting for democrats.
The unemployment rate is 9.0%
The number of civilians in labor force is 66.9% based on 2019 census data.
The last three elections have seen the residents voting for democrats.
The unemployment rate is 9.0 whereby the number of civilians in labor force is 66.9% based on United States Census data.
6
Language and Income
The majority of the population is whites followed by African Americans.
English is the predominant language.
The other languages include Spanish due to the 3.2% Hispanics.
The median household income is $68,438.
Persons in poverty 13.2%.
English is the common language spoken in the city.
The median household income is $68,438.
Persons in poverty 13.2%.
7
Disposable Income
The average income for the city is $33,117 which is above the U.S. annual average.
This shows a high disposable income for the residents.
The region is best known for hockey and football.
There is a high interest in sports with the leading sports being football, baseball and basketball.
The average income for the city is $33,117 showing a high disposable income.
The region is best known for hockey and football.
There is a high interest in sports with the leading sports being football, baseball and basketball.
8
Competing entertainment
Boat tours.
Walking tours.
Beaches
Art museum
Brewery tours
Other sports like hockey and football.
Boat tours.
Walking tours.
Beaches
Art museum
Brewery tours
Other sports like hockey and football.
9
Professional sports teams
South Carolina Gamecocks (football attendance of 73,628).
Clemson Tigers (football attendance of 81,500).
South Carolina state football
South Carolina Gamecocks women basketball.
Charleston River dogs (Soccer team)
South Carolina Stingrays hockey team.
South Carolina Gamecocks (football attendance of 73,628).
Clemson Tigers (football attendance of 81,500).
South Carolina state football
South Carolina Gamecocks women basketball.
Charleston River dogs (Soccer team)
South Carolina Stingrays hockey team.
10
Economic development
Tax incentives for companies to grow an international scale.
Business development to attract investors to the city.
Recruitment of new business and supporting existing business.
There are local art galleries and museums.
Tax incentives for companies to grow an international scale.
Business development to attract investors to the city.
Recruitment of new business and supporting existing business.
11
State of Affairs
Regarded as the top travel and leisure city in the United States.
World class restaurants and historical sites that attract tourists annually.
Great beaches that are attracting people to move to Charleston.
Regarded as the top travel and leisure city in the United States.
World class restaurants and historical sites that attract tourists annually.
Great beaches that are attracting people to move to Charleston.
12
References
Data USA. (n.d.). Charleston City, South Carolina. Retrieved from https://datausa.io/profile/geo/charleston-sc/
Monroe, H. (1962). Religious Toleration And Politics In Early North Carolina. The North Carolina Historical Review, 39(3), 267-283. Retrieved January 5, 2021, from http://www.jstor.org/stable/23517286
United State Census Bureau. (n.d.). Charleston City, South Carolina. Retrieved from https://www.census.gov/quickfacts/fact/table/charlestoncitysouthcarolina,charlestoncountysouthcarolina/PST045219
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