AUDIENCE PROFILES

An audience-first approach allows us to segment audiences based on behavioral patterns and cultural interest. The more we know about our audience, the better we can fulfill their needs.

For SeaWorld, there will be a shift in audience from families with kids to people of all ages who cares about marine lives, has a sense of responsibility and wants to learn more about marine lives.

Gender Female

Age 24 Years old

Location Seoul, Korea

Occupation Student

KIM SOO-MI The Diving Enthusiast

“I like to explore the underwater world and cherish the experience of living with marine life. The ocean is mysterious and interesting, and we should respect it.”

Traits

• Kim's dive diary is full because she uses every vacation to go to the island to dive.

• Kim uses a dive camera to record every dive experience because she thinks the time with marine life is very cherished.

• Kim prefers to explore less-traveled waters because she prefers to interact with wildlife than commercial landscapes.

• Kim joins the Marine Conservation Organization because she wants to contribute to what she likes.

• Kim enjoys studying oceanography because knowing more expertise can help her marine conservation career.

• As a senior diving enthusiast, Kim often reminds novice divers of environmental protection issues in good faith because she wants to bring more people to protect the marine environment.

• Kim occasionally uploads diving videos to the video channel because she wants to make more people interested in exploring the ocean.

Gender Male

Age 19 Years old

Location Torrance, US

Occupation Student

MATTHEW ANDERSON The Top Student

“Learning knowledge can enrich my life and broaden my horizons. Rather than getting information from books, I prefer to grow my experience through practice.”

Traits

• Matthew loves studying and especially likes studying marine life because he was influenced by his father who is a professor of oceanography.

• Matthew adopted many stray animals because he was a very caring person.

• Matthew often wants to learn more because he feels that learning can enrich his horizons.

• Matthew wants to use his knowledge to contribute to society because he is an ambitious person.

• Matthew doesn't like watching animal shows because he thought that forcing and imprisoning animals was a cruel act.

• Matthew likes to get along with animals because he thinks animals are quiet and friendly, which is much easier than getting along with people.

• Matthew prefers learning from practice rather than gaining knowledge from books.

Gender Male

Age 40 Years old

Location Ottawa, Canada

Occupation Military Veteran

SCOTT FULLER The Former Navy

“After I retired, I missed my life at sea very much. I missed the fresh sea breeze, abundant marine life, and the friendly relationship between people and marine life.”

Traits

• Scott likes marine life very much because those lovely animals made him feel relaxed during his time in the army.

• There are always pictures of past and comrades-in-arms in Scott’s wallet because he is a nostalgic person.

• Scott has a habit of keeping a diary because cameras are not allowed to use in the army.

• Scott uses his free time and money to participate in some public welfare activities because he is a caring person.

• Scott loves telling his children stories about the sea because he doesn't think they usually have a chance to learn about the real ocean.

• Scott hopes that his child can grow into a brave and responsible person because he has always demanded of himself and his family.

• Scott respects everything about the ocean because he considers the ocean to be mysterious and great.

Gender Female

Age 31 Years old

Location Chicago, US

Occupation None

MINDY JONES A Wise Mom

“In addition to paying attention to the knowledge taught in school, I also value kids' recognition of nature. It is more useful and memorable to take them to participate and experience some meaningful activities than to tell them the truth.”

Traits

• Mindy keeps a kitten at home because she wants to teach children compassion by letting children and animals interact.

• Mindy often tells children stories about the ocean because she finds her child curious about the underwater world.

• Mindy takes her children to participate in some volunteer activities because she believes that is the best education for children.

• Mindy encourages children to create and ask questions at will because she believes that parents should let their children run their imagination away rather than limit their thinking.

• Mindy educates her children should pay attention to environmental protection because she believes that this awareness should be cultivated from an early age.

• Mindy likes to take her children to the museum occasionally because it makes her feel that she is studying with the children and making progress together.

• Mindy's child loves taking care of the pets at home, which is very comforting because Mindy thinks the child's behavior shows a sense of responsibility.

Gender Male

Age 60 Years old

Location Shanghai, China

Occupation Teacher

FEI DENG The Retired Teacher

“I have taught children about biology for so many years, and I am full of longing for everything in nature. Now age restricts my actions, but I still have the heart to explore.”

Traits

• Fei used to be a high school biology teacher, so he always wanted to acquire more knowledge about nature before teaching it to his students.

• Fei likes to collect some biological fossils or artifacts because he finds these things interesting and memorable.

• Fei used to like watching some shows and channels about animals on TV because he was very busy at work and had little chance to get in touch with real nature.

• Fei likes to take his children and students to visit the museum because he thinks such activities can show knowledge more vividly and interestingly.

• Fei gets older and moves inconveniently, but he always looks for ways to learn and explore because he doesn't want to give up his love of nature.

• Fei is in awe of nature, and he is disgusted by people's actions that destroy the ecological environment because he feels that it also destroys the harmony between man and nature.

Gender Male

Age 5 Years old

Location Columbus, US

Occupation None

ELIJAH GARCIA The Curious Baby

“The underwater world is so attractive to me. The thing I look forward to most every day is that my parents take me to see amazing fish. I want to interact with marine life, touch them, and listen to how they communicate.”

Traits

• Elijah likes to ask his parents about all kinds of strange questions, especially about marine life because he is really curious about the underwater world.

• Elijah often stood in a daze in front of the fish tank at home for a long time because he wanted to explore the activities and habits of fish.

• The cartoons Elijah likes are all about animals because he thinks wild animals look free and their lives are fun.

• Elijah often told his parents that he wanted to swim freely under the sea like a fish because the scenery under the real sea was something he had never seen before.

• Elijah always blindfolds when he sees animal shows because he thinks it's cruel, but he can't help being curious and looks a few more times.

• There are two dogs in Elijah's home, and he enjoys playing with them because he feels that animals understand human intentions and are friendly to him.