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

1. COUNSELING & PSYCHOLOGICAL SERVICES

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. 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. EARLY CHILDHOOD &
ELEMENTARY EDUCATION

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. 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. EDUCATION PSYCHOLOGY,
SPECIAL EDUCATION &
COMMUNICATION DISORDERS

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. LEARNING TECHNOLOGIES DIVISION

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