| 1) Youth Athletes & Their Families – (Audience “A”) | |
| Demographic | Middle-school athletes (ages 10-14) participating in Detroit Public Schools, PAL League, Charter Schools, and Catholic Schools. No access to private leagues, play mostly on school teams. Parents and guardians (ages 30-45) who are invested in their child’s sports journey but struggle with utility and other financial bills. Income: $25,000-$35,000Families from urban and suburban areas across Michigan, particularly those in underserved communities. (Dearborn, Southwest Detroit)Service-sector jobs with irregular hours. |
| Psychographic: | Youth Athletes: Passionate about basketball, teamwork, and competition. Dream of playing at higher levels and admire sports figures like Derrick Coleman. Hold to their heart a “make it out” mindset. Basketball is a gateway to so much more. Parents/Guardians: Value opportunities for their child’s development, both on and off the court. Appreciate organizations that provide meaningful support for families. Value community-based programs that teach their kids important life skills such as respect, hard work and dedication. Loyal to neighborhood teams (PAL, AAU). Prideful in representing Detroit as an “underdog city.” Striving to be more than “just another kid.” |
| Behavioral: | Engage heavily with social media, particularly Instagram, TikTok, and YouTube, where they follow basketball highlights, training videos, and sports content. Often interested in challenge videos, Instagram memes + highlights from NBA games. Seek YouTube as a place for entertainment and free training tutorials to better their mindset and skills. Often practice playing basketball with friends around local park courts. Parents seek resources and support for their children’s sports involvement, from scholarships to essential home appliances like washers and dryers. Parents/Guardians: use Facebook with other parents to communicate via Facebook groups and Instagram where they post updates on their child’s basketball and life journey including milestones such as “player of the game”, “13thbirthday” celebration. Likely to share personal stories of their child’s athletic journey, community events, and sponsorship opportunities. Are likely to search “free basketball shoes in Detroit” or “scholarships for 8thgraders.” |
| Needs and Preferences: | Youth Athletes: Want to feel recognized and be part of a meaningful competition that celebrates their talent. Excited about winning a championship and being part of a larger movement. Crave spotlight but are humble. “Notice my skills.” Flexible event timing that doesn’t interfere with the parents/guardians busy/inconsistent work schedule. Parents/Guardians: Interested in how this event benefits their families (i.e., Whirlpool’s washer/dryer donation), seeking reassurance that sports can positively impact their child’s future. Looking for tangible support and emotional validation from other parents whose kids have gotten scholarships or have received appliance donations. “Show me this will help my kids future – I’m trying to give them the world.”Both groups will engage with content that is motivational, inspiring, and highlights the importance of community support in youth athletics. Enjoy videos that highlight a Detroit athletes’ journey. Easy to join events.Free gear, training access. Trusted networks that offer no judgment support to parents/guardians. |
| 2) Local & Community Advocates – (Audience “B”) | |
| Demographic | Community leaders, school administrators (public school teachers, after school program directors), local business owners (construction, retail & restaurants, and nonprofit organizations (youth development, urban revitalization) (ages 49-60). Detroit Parks & Rec coordinators. Organizers of neighborhood associations/events and activist groups. Reside in Detroit and surrounding Michigan communities. (Corktown, Southwest Detroit, Brightmoor) Income: $60,000-$120,000Include educators, city officials, grassroots organizers, and corporate social responsibility (CSR) teams. 60% hold higher level education degree. 40% are Detroit leaders with deep community ties. |
| Psychographic: | “Rebuild Detroit from Talent Within” Prefer local solutions Corporate Responsibility – long term investments from brands. Believe in the power of sports to instill discipline, teamwork, and leadership in young people. Passions surround mentorship, sustainability and justice for the community. Interested in corporate and nonprofit partnerships that provide tangible benefits to local families. “Sports Work to Build Life Skills” |
| Behavioral: | Active on LinkedIn, Facebook, and Twitter/X, engaging with content about youth development, community programs, and corporate philanthropy. “Detroit Small Business Network” groups. Advocate for policy changes. Share before and after stories. Callout brands with minimal support – “Who will step up for our future generation, for our kids, neighbors” Attend community events and charity initiatives that benefit local families and schools. Will be seen at city council meetings, youth sport fundraisers. Collaborate with schools – career day. Likely to share and amplify content about this campaign if it aligns with their values and mission. |
Audience “A” Personas:
(Youth Athlete)
(Parents & Guardians)
Audience “B” Persona:
(Local and Community Advocates)
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