Audience A - Youth Athletes
Demographics
- Middle school (ages 10-14)
- Middle school basketball players, ages 10-14
- Gender: Male and Female
- Ethnicity: Diverse, with significant representation from Black/African American, White , Hispanic/Latino, and other ethnicities
- Location: Urban and suburban areas across Michigan, with concentration in Detroit, Flint, Grand Rapids, and surrounding communities
- Education: Currently in middle schools, including Detroit Public Schools, Detroit PAL league, Charter Schools, and Catholic Schools
- Household Income: Range from lower income ($25,000-$40,000) to middle income ($40,000-$80,000)
Psychographics
- Passionate about basketball and sports in general
- Aspirational – look up to NBA stars, especially local success stories like Derrick Coleman
- Competitive and goal-oriented, motivated by achievements and recognition
- Desire to belong to a team and community
- Enjoy making new friends/connections with others who also share similar interests
- Value skill development and improvement
- Dream of athletic scholarships and future sports careers
- Enjoy challenges and measuring progress against peers
- Developing self-identity through sports participation
- Seeking role models and mentors in the sports world
Behavioural
- Heavy social media users, particularly TikTok, Instagram, and YouTube
- Consume basketball content daily (highlights, tutorials, player profiles)
- Attend practices 3-5 times weekly plus weekend games
- Participate in multiple tournaments annually
- Watch NBA games regularly (76% weekly viewership)
- Share sports achievements on social platforms
- Use smartphones as primary technology device (92% have access)
- Influenced by peer opinions about equipment, shoes, and sports trends
- Learn basketball skills through both in-person coaching and online videos
- Spend 1-3 hours daily on basketball-related activities (playing, watching, or consuming content)
Needs And Preferences
- Recognition for skills and achievements
- Opportunities to showcase talents in competitive environments
- Sense of belonging to a team and sports community
- Access to quality equipment and facilities
- Mentorship from experienced players and coaches
- Visual, engaging content that's short and dynamic
- Stories of players who've overcome challenges
- Inclusive environments that welcome all skill levels
- Clear pathways to improve and advance in basketball
- Connection to professional basketball culture and trends
THEIR PERSONA
"Marcus Johnson"
Marcus is a 12-year-old point guard from Detroit who's been playing organized basketball since he was 7. He attends a Detroit Public School and practices with his team four days a week. Basketball is more than a sport to Marcus—it's his passion and potential pathway to opportunities.
Every day after homework, Marcus watches NBA highlights on YouTube and practices dribbling moves in his driveway. His favorite player is Cade Cunningham, Point Guard for the Detroit Pistons. Marcus follows several basketball accounts on TikTok and Instagram, where he's constantly looking for new drills to improve his game.
Marcus's family is supportive but has limited resources. His parents work hard to ensure he can participate in tournaments, but expenses like travel and equipment can be challenging. The washer in their home recently broke, making it difficult to keep his practice clothes clean.
When Marcus hears about the Derrick Coleman tournament, he's immediately excited—not just about competing, but about the possibility of meeting a basketball hero and potentially winning a life-changing prize for his family. He wants to prove himself on the court and help his family at the same time.
Audience B - Parents/Families
Demographics
- Parents/guardians of middle school basketball players, ages 32-55
- Gender: Female and Male
- Marital status: Single-parent households, married/partnered
- Ethnicity: Diverse, reflecting Michigan's population with higher representation in urban areas
- Location: Urban and suburban Michigan communities, concentrated in Detroit metropolitan area
- Education: High school diploma, some college
- Household Income: Range from low $25,000-45, 000, with median around $45,000
- Occupations: Service industry, healthcare, education, manufacturing, small business owners
Psychographics
- Focused on providing opportunities for their children
- Value education and character development through sports
- Concerned about children's future prospects and pathways
- Pride in children's achievements and development
- Budget-conscious but willing to invest in children's activities
- Appreciate corporate initiatives that provide tangible family support
- Practical and solution-oriented regarding household needs
- Community-minded, especially regarding youth development
- Facing work-life balance challenges while supporting children's activities
Behavioural
- Primary social media platforms: Facebook , Instagram
- Coordinate family schedules around children's practices and games
- Research sports programs, equipment, and opportunities for their children
- Network with other basketball parents for support and information
- Average 20+ hours monthly supporting children's basketball activities
- Shop for household necessities on tight budgets
- Make decisions based on family needs and financial constraints
- Rely on mobile devices for communication and scheduling
- Share children's achievements on social media
- Volunteer at school and community events when possible
Needs And Preferences
- Programs that provide value and development for their children
- Resources to support their children's athletic pursuits
- Assistance with practical household needs (like appliances)
- Clear, transparent information about events and opportunities
- Flexible scheduling that accommodates work commitments
- Community support systems for youth development
- Recognition of financial challenges facing families
- Content that addresses practical parenting concerns
- Stories of positive impact from programs like this initiative
- Connection with other parents in similar situations
THEIR PERSONA
"Elena Williams"
Elena is a 38-year-old single mother of two children, including 13-year-old Jamal who plays basketball for his middle school team. She works as a nursing assistant at a local hospital, often juggling shift work while ensuring her children get to school and activities.
Elena is incredibly proud of Jamal's dedication to basketball and believes it keeps him focused and out of trouble. She sacrifices to make sure he can participate, sometimes picking up extra shifts to cover tournament fees or new shoes. Her washing machine is 15 years old and constantly needs repairs, making it difficult to keep up with the constant cycle of sports uniforms and practice clothes.
She's active in the parents' group chat for Jamal's team and frequently checks Facebook for updates from coaches and the school. Tasha appreciates when events are scheduled around working parents' schedules and when there's clear communication about what's expected.
When Elena hears about the Derrick Coleman tournament and the Whirlpool sponsorship, she sees it as both an opportunity for Jamal to compete and a potential blessing for their household needs. She's excited to support Jamal's team and hopes the tournament might provide some practical assistance for families like hers.
Audience C - Community Advocates
Demographics
- Age: 30-65, with core concentration between 35-55
- Gender: Female and male
- Roles: School administrators, nonprofit directors, community organizers, local business owners, corporate CSR managers, city officials, youth program coordinators
- Education: Bachelor's degree and college
- Location: Concentrated in Michigan urban centers, in suburban and rural areas
- Income: Moderate to upper-middle income ($50,000-$120,000)
- Political leaning: Predominantly progressive on community issues, regardless of overall political affiliation
Psychographics
- Deeply committed to community development and youth empowerment
- Value partnerships that create a tangible impact for underserved populations
- Mission-driven and focused on measurable outcomes
- Believe in the transformative power of sports for youth development
- Concerned about resource inequities in education and recreation
- Appreciate authentic corporate citizenship over token philanthropy
- Seek sustainable solutions to community challenges
- Pride in Michigan's community resilience and local initiatives
- View youth programs as critical for community vitality
Behavioural
- Primary platforms: LinkedIn, Facebook, local news
- Attend community meetings, school board sessions, and local government forums
- Network extensively with other community leaders and potential resource providers
- Research best practices in youth development and community programming
- Evaluate partnerships based on alignment with community needs and values
- Share impact stories and community success on professional networks
- Regularly apply for grants and seek corporate partnerships
- Speak at community events and advocate for youth-focused initiatives
- Collaborate across organizational boundaries to maximize resources
- Consume local and national news daily with a focus on education and community issues
Needs And Preferences
- Evidence-based approaches to community development
- Partnerships that provide substantial, measurable benefits
- Clear articulation of program goals and expected outcomes
- Opportunities to extend their organization's reach and impact
- Stories and data that demonstrate program effectiveness
- Recognition of their role in facilitating community connections
- Resources that can be leveraged across multiple community needs
- Professional content that can be easily shared with stakeholders
- Transparent communication about partnership structure and responsibilities
- Long-term vision for continuing successful initiatives
THEIR PERSONA
Michael Washington
Michael is a 42-year-old former teacher who now directs a community center in Detroit that offers after-school programs, including basketball leagues. With a master's degree in education and 15 years of experience working with urban youth, he's become a respected voice in community development.
Michael's community center serves over 200 children weekly, but he's constantly struggling with limited resources. He's built relationships with local businesses and applies for every relevant grant, but needs to continue to outpace funding. He sees firsthand how many families struggle with basic needs while trying to support their children's activities.
Michael is well-connected on LinkedIn and Twitter, where he shares success stories from his programs and advocates for greater corporate investment in urban communities. He attends city council meetings regularly and serves on two nonprofit boards focused on youth development.
When Michael learns about Derrick Coleman's initiative with Whirlpool, he immediately recognizes the potential for impact beyond just the basketball tournament. He wants to understand how this model could be replicated or expanded, and how his community center might partner with similar initiatives in the future. Michael values the practical approach of providing washers and dryers to families, as he knows from experience that such basic needs often go unmet even as children participate in enrichment activities.
These detailed audience profiles should give you a strong foundation for developing targeted content for the Derrick Coleman basketball tournament project. Each segment has distinct characteristics, motivations, and needs that your content strategy can address.
