Target Audience: specifiers, architects, designers, building engineers, Construction Specifications Institute (CSI) members and The American Institute of Architects (AIA) members. Mainly in the commercial construction industry (very little residential)
Age: We have a very mature audience (because it takes 7-10 years to the specifier role), however we are trying to target the young demographic (22-35 yrs)
-Technically savvy (high tech phones, heavy mobile app users), heavy Twitter-users and LinkedIn users
-Prefer direct communication (straight to the point)
-They "think" they are cool and they like to have fun.
-They don't mind being considered nerdy because they think nerdy is cool. I.e. they have a group of twitter users called the "Tweeps"
-I have attached 4 designs that were used for the past couple campaigns. We want to get away from the gears and the blue print. No gears, no blueprints and no hard hat. Our audience works on the planning/design side, not on the building side. We do want a fun, yet professional look.
-Fonts: Arial, Calibri, Helvetica
Major Competitors: World of Concrete (WOC), The American Institute of Architects (AIA), Greenbuild, Glassbuild, Metalcon and Neocon