You have heard about personas. Maybe your boss has even asked you to create them. But do you know where to begin? We are here to help! In this webinar, learn how to gain a deeper understanding of your audience with personas and deliver more relevant content to keep subscribers engaged.

1. How to Create Personas
to Increase Relevancy
August 27, 2015
#PersonasWebinar

3. Do you know who you are talking to?

4. Who will be talking to you today
Chris Scavo
Digital Marketing Strategist
Andrea Zappone
Account Executive

5. What is a persona?
Fictional representation of your different audience types
• They have distinct needs
• Examples:
• Student Members
• Vendors
• Members with specific jobs
• Name, Picture, Description, etc.

6. They are not just data
A well rounded persona should contain:
• Head data – fact, demographics, fields on a database
• Heart data – personal, emotional, less tangible
People do not make decisions based on head data alone.

7. Personas
enable us to
easily separate
constituents
based on their
needs.

8. Personas versus Target Groups
TARGET GROUP PERSONA
Real people Fictional
Segments of data
(age, job title, income, etc.)
Demographic & Behavioral Data
(motivations, goals, ideals)
Focused on your company’s
needs
Focused on humanizing
to meet their needs
Based on known data
(how did they act?)
Provide future insights
(how will they act?)

9. Why are personas important?
• Unification of departmental strategies
• Increased audience insight and analysis
• Personalized content marketing plan for more effective
messaging
• Better understanding of prospects/leads

10. Increasing Relevancy

11. What a persona tells us
• Who you want to reach with your message
• A clear picture of your ideal subscriber
• How subscribers interact with their favorite brands
• Identification of individual subscriber needs

12. Question everything
• What resources do they utilize (web, magazines, blogs, etc.)?
• What are their motivations?
• What challenges do they face?
• What is their organizational role?
• What do they need in order to be successful?
• How can your organization satisfy that need?

13. Better data means better content
• Align organizational goals with subscriber needs
• Refined content strategy
• Design campaigns around member lifecycle
• What content elements work best
• Personalized images, stories, menu options, etc.

14. Better content results in deeper connections
• Brand recognition
• Speak to the individual
• Increased Content adoption
• Member retention

15. Remain relevant by staying engaged
• Personas are not set it and forget it
• Evaluate your personas
• Review your content – are you still saying the right things?
• Stay on top of industry developments
• Are there new laws being passed that affect your members?
• New actions that could affect subscribers?

16. Creating Personas

17. Keys to success
• Gain an advocate
• Gather stakeholders
• Conduct a persona workshop
• Actual versus Elapsed time
• Conduct interviews

18. Best practices
• Success is in the details
• Do not get hung up on a number
• Get to know the Head and the Heart
• There is no right and wrong

19. Persona Profile Learn Convert Retain AdvocacyEvaluate
Bachelor’s, Master’s, and/or Doctoral degree
Identify addiction symptoms, diagnose, recommend and direct patient treatment plan, and
provide clinical services/therapy through group, individual, and family therapy.
Male / Female 22 - 70 All 50 StatesCathy Counselor
Cathy is an Addiction Professional working in private practice or at a
treatment facility that has direct and indirect contact with
clients/patients that may exhibit addiction symptoms. She needs to
be able to recognize the telltale signs of substance abuse and be
equipped to lead the diagnosis and recommended treatment plan for
the individual, as well as provide clinical services.
Across the board
Information Sources:
• Clinical supervisor
• Educational organizations such as
ourselves
• Face-to-face conferences and trainings
where colleagues are present
Career Motivators:
• A strong desire to help people;
• Service to the profession because they
are also in recovery and feel obliged to
give back
Motivations for joining Membership:
• Need to be current with latest addiction industry
knowledge
• Need continuous education to keep current with
state certification requirements
• Need free CE certificates to renew their
license/credential so they can keep working.
Challenges / Pain Points:
• Case work can be stressful and work can
be very fast paced
• If they attend a training during the
workday, they are not seeing clients so
they are not making money
• Decreased funding support from
employers so there is no money available
to pay for resourced and education
• Need free/low cost resources to make it
possible to utilize.
Persona Name
Overview
Gender Age
Education Socioeconomic Status
Job Responsibilities
Location

20. Questions? Stay in touch!
experts@informz.com