ASSIGNMENT 1. UNDERSTANDING AUDIENCEA customer/marketing/audience persona is a useful tool for individuals and teams to use to strengthen their marketing strategy Humanizing the abstract and creating...

ASSIGNMENT 1. UNDERSTANDING AUDIENCE






























































































































































Persona Template NAME “A quotation that captures the essence of the personality of the subject” Age: Work: Family: Location: Character: PERSONALITY INTROVERT ANALYTICAL CONSERVATIVE PASSIVE EXTROVERT CREATIVE LIBERAL ACTIVE MOTIVATIONS INCENTIVE FEAR ACHIEVEMENT GROWTH POWER SOCIAL PREFERRED CHANNELS TRADITIONAL ADS ONLINE + SOCIAL MEDIA REFERRAL GUERILLA EFFORTS + PR BRANDS Trait Trait Trait Trait GOALS ● The goals this person hopes to achieve ● A task that needs to be completed ● A life goal to be reached ● An experience to be felt FRUSTRATIONS ● The frustrations this person would like to avoid ● The obstacle that prevents this user from achieving their goals ● The problems with the solutions already available ● The product or service that currently does not exist BIO This should be a short paragraph to describe the user journey. It should include some of their history leading up to a current use case. It may be helpful to incorporate information listed across the template and add pertinent details that may have been left out. Highlight factors of the user’s personal and professional life that makes this user an ideal customer of the product. YOUR PERSONA NAME “A quotation that captures the essence of the personality of the subject” Name your persona. It’s easier to develop successful campaigns, platforms and products when you’re thinking of a person to help and someone to communicate with. A name helps with that. Include an image. We are visual beings. It’s important to have a face to go with a name. You can use this-person-does-not-exist.com/en (keep refreshing the site until you get a picture you can work with). These are not real people, all images are computer-generated. Capture the essence. Select a quotation, mantra or motto that helps you define the focus and personality of your persona. Finding the right words will help with both your creative and critical thinking processes. Age: Work: Family: Location: Character: PERSONALITY INTROVERT ANALYTICAL CONSERVATIVE PASSIVE EXTROVERT CREATIVE LIBERAL ACTIVE Fill in the basic demographics. These details will be supported by, and support the identifiers you have already chosen. These details begin to form the general foundation and shaping factors of your persona. Personality points. Decide where on the spectrum between each of the two generalized behaviour or values this persona falls. If different descriptors work better, edit them. How does your persona think? Act? Vote? Behave? Modify as necessary. The colours, sections and options used in this template are not unchangeable. Alter the elements to best suit your creative process and your branding expectations. https://this-person-does-not-exist.com/en MOTIVATIONS INCENTIVE FEAR ACHIEVEMENT GROWTH POWER SOCIAL PREFERRED CHANNELS TRADITIONAL ADS ONLINE + SOCIAL MEDIA REFERRAL GUERILLA EFFORTS + PR BRANDS Motivations. Understanding your users on an emotional level will always make your work better. Think about what motivates this persona. What pushes them to act and to what degree? Move the bars to reflect the factors that motivate thought and action. This visual tool will help you make and defend your design and content decisions. Adding brands. Add the logos of other brands your persona uses to support their identity. This will help you think about the kinds of designs, messaging and tactics that works for your persona so it helps give you a place to start with your planning and development. Delete the grey circles after you decide on the logos to use. Preferred Channels. Your persona has communication preferences. Move the bar to illustrate what they respond to when discovering, choosing and acting. If there are channels that work better for your persona, edit the options to suit your needs and the needs of your persona. Trait Trait Trait Trait GOALS ● The goals this person hopes to achieve ● A task that needs to be completed ● A life goal to be reached ● An experience to be felt FRUSTRATIONS ● The frustrations this person would like to avoid ● The obstacle that prevents this user from achieving their goals ● The problems with the solutions already available ● The product or service that currently does not exist BIO This should be a short paragraph to describe the user journey. It should include some of their history leading up to a current use case. It may be helpful to incorporate information listed across the template and add pertinent details that may have been left out. Highlight factors of the user’s personal and professional life that makes this user an ideal customer of the product. Defining traits.* How would the friends and family of your persona describe them? How would they describe themselves? Use these traits to create projects that grab attention and support the values of your persona. Grab their attention and guide them by demonstrating that you know them as well as they know themselves. Goals. Think about what your persona wants. Where do they want to be in Six weeks, three months, five years. Think about your project might play a part in getting them there. Personal Narrative. Tell the story of your persona. If someone was to ask them to describe themselves, this is the story they would offer. Creating this story will help you uncover unexpected opportunities. Pain points. Describe the frustrations your persona experiences. This will help you understand what you need to do to make them feel better and what you need to avoid to make sure you don’t drive them away. Individual Assignment 1 ASSIGNMENT 1 • UNDERSTANDING AUDIENCE A customer/marketing/audience persona is a useful tool for individuals and teams to use to strengthen their marketing strategy. Humanizing the abstract and creating a detailed, fully-formed person makes executing marketing decisions easier and more e�ective. Decision-making can be supported, and ideas can be targeted more accurately when a persona becomes part of the marketing strategy. KEY INFORMATION Type: Individual Weight: 10% Due Date: Friday, September 22 | 11:59 p.m. INSTRUCTIONS Choose a Company from the list below: Indigo/Chapters Best Buy LCBO SportChek Create a Persona You are on the marketing team for the business you have selected, and you are going to be tasked with developing an advertising strategy that appeals to your audience (as described and explained with your persona). You may wish to use AI to assist you in organizing and creating this part of the assignment. If you choose to use AI, begin with this prompt: You are part of an advertising team for [insert your chosen company]. Create a customer persona description that could be used for advertising and marketing purposes. Include the following information in the persona: age, ethnicity, occupation, family makeup, favourite brands, four personal goals, four frustrations, personal motivations, four personality traits and a short biography. You may wish to iterate your prompt after evaluating what you get back. If you use different prompts to help you, include them as an appendix in your assignment. You may have to refine the output to get details suited to your company and your initial idea(s). Transfer the persona information to the template provided above. Hint: It is unlikely that you will want just to copy and paste. You must refine and make choices to create a robust and useful persona. Your final persona will be submitted using a copy of this template. Pitch some ideas With your customer persona to support you, suggest at least five subject lines that could be used in an emailed promotion that your persona is already signed up for. The intention for these subject lines is to grab attention and encourage engagement before being deleted. Base your ideas on the elements of the business you already know and understand, as well as the reality of the life led by your persona. You should be able to support your ideas based on the likelihood of your subject’s behaviour. Under each subject line, offer justification in connection to your persona. You should refer to your persona in the first person. You should not use AI for this part of the assignment. The likelihood that you will get nuanced, creative and applicable ideas that will meet the assignment requirements is low. This is the part where you practice your critical and creative thinking skills. Remember Communication Objectives (fromWK1) The three important questions (fromWK2) FORMAT Cover Page: Required. Length: 1-4 pages (Cover page included) Font Type: Any sans serif font, full justification Font Size: 11pt Spacing: 1.5 lines https://docs.google.com/presentation/d/1jp1NcMlmaJ9w1CM5p065l00dJzYa4fSfn23YSieifhQ/edit?usp=sharing