"Rural America Marketing" Campaigns

I am 35 I am married I have two children I am a college graduate My household income is $75,000 I own my home I live in “Rural” America

Rethink RURAL

Rural geography is often associated with small towns and farm-like areas populated by consumers that are very different from those of the metro areas. It’s time to rethink “rural,” because rural America is changing! While differences between rural and metro population exist, they are much more subtle than commonly perceived. Advertisers cannot afford to ignore an opportunity with the rural population segment.

• Rural is where new industry is – all Sparkit! markets include at least one manufacturer
• Presence of higher education establishments is driving employment and population growth - 71% of Sparkit! markets are home to colleges and universities

A large percentage of consumer spending power is outside the major metro areas – these consumers demand shopping choices and value offers.

DEFINING “RURAL” AMERICA IN SHARED MAIL MARKETS

"RURAL" IS JUST A TERM

The share of the U.S. population considered "rural" ranges from 17 to 49 percent depending on the definition used. Rural definitions can be based on administrative, land-use, or economic concepts, exhibiting considerable variation in socioeconomic characteristics and well-being of the measured population. There are more than two dozen "rural" definitions currently used by Federal agencies.

DEFINING “RURAL” AMERICA FOR SHARED MAIL ADVERTISING

Some media outlets, as well as advertisers, prefer to use DMAs to define advertising  territory. By segmenting population this way, defining smaller and less-densely populated consumer clusters can be challenging, if not impossible. In today’s state of media fragmentation, the majority of advertisers want the ability to segment and target small population clusters. By acknowledging there are differences in metro and rural (exurban/suburban) population, and dividing those groups, advertisers can more effectively target their message and get a better return on their advertising investment. For the purposes of this report, “rural” is defined as non-metro geographic territory in C and D counties.