Defining the Stakeholder

In preparation for designing direct mailer postcards on behalf of the University of Oklahoma’s recruitment services, a target audience must be specified.

Who do we want to connect with our direct mailer?

What characteristics does this group of individuals posses?

Why are we drawn to them?

The target audience selected is prospective undergraduate students, ages 16-18, reside in the state of Texas and are currently ranked in the top 10 percent of their graduating high school class.

We are targeting this specific group of prospective students because of the Texas House Bill 588. This law rules that any high school student who graduates within the top 10 percent of their class may receive automatic admission to any university in the state of Texas. Most students who fall within this category will choose to attend a Texas university, such as the University of Texas or Texas A&M University. We want to direct their attention to possible other options outside the state line.