Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Graduate Student Applicant Personas

168 views

Published on

Personas created as first step of content marketing strategy to recruit graduate students pursuing education and human development master's degrees.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Graduate Student Applicant Personas

  1. 1. COUNSELING & PSYCHOLOGICAL SERVICES
  2. 2. Alumni ALEX Gender Age Ethnicity Residence Occupation Education Family Male 26 Haitian American Atlanta Martial arts instructor BA, Studio Art, ‘12 Single, no children “In building a better world, we must start with ourselves.” Scenario Born in Brooklyn to a traditional Haitian family, Alex moved to a rural town in Georgia as a child. Having recently graduated, he currently teaches martial arts instructor, but wants to pursue a master’s degree in mental health counseling to be able to lead an agency dedicated to helping people advocate for truth. He’s interested in the attending Georgia State’s graduate program because he believes it’s the best in the nation and is close to home. Mental Health Counseling M.S. Goals • Obtain masters in mental health counseling in two years • Become a mental health counselor at a nonprofit or school that serves high needs individuals Attributes • Blogs about resources for people living with a disabled family member • Prefers communicating via text vs phone and email • Amateur photographer • Heavy user of Facebook, Twitter, and Instagram • iPhone and Dell laptop user • Influenced by his family and peers • Consumes information primarily online, no cable, doesn’t read any print magazines/newspapers Pain Points • Wants to help empower people that feel hopeless and helpless Background • Middle class • Martial arts instructor for 11 years • Graphic designer, comic book artist, sculptor, photographer, guitar player • Georgia State alumni Needs • Advance skills in working with people in need of mental health services • Supportive and diverse faculty and student body • Cutting edge technology and teaching methods • Program should be in urban setting Objections • Investing in masters may not increase salary
  3. 3. Recent Grad Giselle Gender Age Ethnicity Residence Occupation Education Family Female 23 Latina Atlanta Recent graduate BA, Psychology, ‘14 Married, no children “I want to help people with disabilities live independent lives.” Scenario Giselle recently graduated with a bachelor’s from Georgia State and wants to pursue a master’s degree in rehabilitation counseling to help people with disabilities. She’s motivated by her experience growing up with an older brother who has down syndrome. She’s interested in Georgia State’s program because it’s her alma mater, believes it’s the best in the nation, and is close to home. Rehabilitation Counseling M.S. Goals • Obtain masters in rehabilitation counseling in two years • Become a director of state agency or NPO serving people with disabilities Attributes • Blogs about resources for people living with a disabled family member • Prefers communicating via text vs phone and email • Amateur photographer • Heavy user of Facebook, Twitter, and Instagram • iPhone and Dell laptop user • Influenced by her parents and peers • Consumes information primarily online, no cable, doesn’t read any print magazines/newspapers Pain Points • N/A Background • Middle class • Recently married, no kids • Lives near family and spends time w/brother often • Tutors children at local homeless shelter • Recently bought condo in Midtown Atlanta Needs • Advance skills in working with people with disabilities • Supportive faculty • Cutting edge technology and teaching methods • Small cohort of students • N/A Objections
  4. 4. EARLY CHILDHOOD & ELEMENTARY EDUCATION
  5. 5. Teacher TINA Gender Age Ethnicity Residence Occupation Education Family Female 28 African American Decatur, GA Non-certified teacher BA, English, UCLA, ‘08 Single, no kids “I’m not sure if furthering my education is worth the investment if my salary won’t increase.” Scenario Tina has six years of experience as a non-certified, 2nd grade teacher in Atlanta and wants to pursue a master’s degree in early childhood education to become a certified teacher. She cannot afford to quit her job and is not considering out-of-state colleges, so she’s only looking at programs within 30-40 minutes of her employer that offer online and/or evening classes. She’s not sure if getting a masters is worth the investment and time because she’s heard there may not be a pay bump for teacher’s with a masters in Georgia, however, she believes the additional training will help her become a better teacher. Early Childhood Education M.A.T. Goals • Obtain masters in teaching in two years; become certified • Publish non-fiction book on how teaching has changed her life Attributes • Tech savvy • Prefers communicating via text vs phone • Vlogs about her experience as a teacher on YouTube • Uses Facebook, Twitter, and Instagram frequently • Android smartphone and Dell laptop user • Loves playing mobile games on smartphone • Influenced by her peers and affluent people • Reads fiction novels, subscribes to Essence magazine • Does not read newspapers • Watches 1-2 cable shows, spends most time online Pain Points • Doesn’t have the right experience to teach math • Feels professionally stagnant Background • Middle class, single • Volunteers at church and sings in choir • Commutes 30 minutes to work by car • Foodie who loves to try new restaurants every month Needs • Take her teaching skills to the next level • Flexible program she can commute to easily • Small cohort she can grow with • Financial aid or scholarship opportunities • Supportive faculty • Not sure if investment in graduate degree will pay off with higher salary Objections
  6. 6. Marketer MARY Gender Age Ethnicity Residence Occupation Education Family Female 32 Caucasian Brooklyn, NY Marketing Manager BA, Sociology, CUNY, ‘04 Single, one child “I’m bored and unfulfilled in my current career and want to make a difference in the lives of at risk children.” Scenario Mary has 10 years of experience in marketing, but, she wants to change careers and pursue a master’s degree in education to teach in an urban elementary school because she’s unfulfilled in her career and wants to make a difference in children’s lives. She doesn’t want to pull her seven year old son out of school, however, she’s open to leaving Brooklyn for the right program, and wants to live in an affordable city given the high cost of living in Brooklyn. Urban Accelerated Certificate and Master’s (UACM) Goals • Obtain masters in teaching in two years • Teach full-time in urban school setting in affordable city Attributes • Active in son’s school, volunteers frequently • President of PTSA • Prefers communicating via phone and email vs text • Uses Facebook and Twitter for work and personally • iPhone and iPad user • Uses desktop at home for son’s school work • Influenced by her peers • Subscribes to marketing blogs • Reads print and online publications • Subscribes to cable, watches children’s shows with son • Wants to live in affordable city Pain Points • Tired and bored of marketing career • Not challenged enough and wants to make a difference in the lives of at risk children Background • Upper middle class, one son (7) • Volunteers at church and sings in choir • Commutes 30 minutes to work by subway • Foodie who loves to try new restaurants every month Needs • Have a more fulfilling and meaningful career that serves kids • Live in an affordable city with many opportunities to teach • Flexible program that offers real life teaching experiences • Small cohort she can grow with • Supportive faculty • Doesn’t want to uproot son from his home/school/family • Moving to city where she doesn’t know anyone Objections
  7. 7. EDUCATION PSYCHOLOGY, SPECIAL EDUCATION & COMMUNICATION DISORDERS
  8. 8. School Psychologist PAUL Gender Age Ethnicity Residence Occupation Education Family Male 39 Caucasian Atlanta School Psychologist MS, Psychology, UGA, ‘99 Married, two children “Emotional well-being in children is critical to a healthy society.” Scenario Tom has 10+ years experience as a school psychologist at an urban high school in Atlanta. He wants to pursue a dual graduate degree in educational psychology, and eventually become a professor. His decision is based on his experience working with high needs youth and wanting to research how technology-based interventions can be used to improve behavior and learning. He has a flexible work schedule and believes investing in the right graduate program will allow him to grow professionally, and eventually become an educational psychology professor at a local university. Educational Psychology M.S./Ph.D. Goals • Obtain doctorate in Educational psych in five years • Become educational psychology professor at local college Attributes • Secretary, Georgia Assoc. of School Psychologists • Subscribes to Journal of Educational Psychology • Prefers communicating via email/phone vs text • Uses social media infrequently • Android and Dell laptop user • Likes using alternative techniques (i.e., apps) to work with students • Influenced by his wife and colleagues • Motivated by desire to be a college professor • Watches evening news and MMA enthusiast Pain Points • Not enough evidence of technology-based intervention methods • No published research to prove his theory re: technology-based intervention methods Background • Middle class, 2 girls (5 and10) • Active in PTSA • Commutes 20 minutes to work by car • Enjoys spending time with family when not working • Bicyclist and gardener Needs • Advance research skills in learning and development • FT program, on-campus • Cutting edge technology and teaching methods • Recognized faculty researching technology-based interventions • Concerned FT program could interfere with current position Objections
  9. 9. LEARNING TECHNOLOGIES DIVISION
  10. 10. HR Manager MIKE Gender Age Ethnicity Residence Occupation Education Family Male 35 Asian American Vinings, GA Human Resource Manager BA, Business, USC, ‘02 Married, two children “I’m always asked to train employees, but, I don’t have the skills to do it well.” Scenario Mike has 10+ years experience in human resources, specializing in employee development, for SunTrust Bank in Atlanta. He wants to pursue a master’s degree in instructional design to develop corporate training programs. He was encouraged by a colleague to look into Georgia State’s IDT program because it’s close to his job and offers online courses. He’s a busy professional, husband and father, however, he believes investing the time and money into the program will leverage his background in banking, allow him to grow professionally, and increase his salary so he can take better care of his aging mom. Instructional Design & Technology M.S. Goals • Obtain masters in Instructional Design in two years • Transition to eLearning Director for current employer Attributes • Board member, SHRM-Atlanta • Subscribes to HR/training blogs and journals • Cares for aging mother • Prefers communicating via email/text vs phone • Uses Facebook frequently, no other social media • iPhone and iMac user • Uses apps to stay organized • Influenced by his colleagues • Uses Kindle eReader • Watches evening news, no other TV shows Pain Points • Doesn’t have knowledge/training to deliver effective employee training • Needs experience with new technologies to be effective Background • Upper middle class, 2 boys (7 and 8) • Active in children's’ school PTSA • Commutes 20 minutes to work by car • Enjoys spending time with family when not working Needs • Advance skills in training and learning technologies • Online courses and easy commute • Cutting edge technology and teaching methods • Supportive faculty • Afraid course work could interfere or disrupt family obligations Objections

×