The document outlines various customer personas for a digital marketing campaign related to camping. It provides detailed backgrounds, demographics, buying habits, media consumption, and conversion goals for four personas: a competitive college student, a methodical family man, a spontaneous double-income individual, and a humanistic stay-at-home mother. Each persona's motivations and behaviors are linked to effective marketing strategies and calls to action.

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Camping For All
Customer Segment Personas & Sample Ads

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College Students
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Jon Troost
Background
Jon comes from a conservative , upper middle-class family from the Northeast. As the
oldest of three children, he remembers dozens of family vacations all across the U.S.
Jon was always involved in high school student body events and sports. He was never
dedicated enough to excel at any one sport in particular, but he can shoot hoops or hit a
few balls with just enough skill to get along with anyone. He is a well-rounded, well-
travelled college student in his upper classman years. Jon has been a resident advisor
on-campus, and lightly involved in student government. His senior year he was voted
President of his fraternity and is a well-known, well-liked, and influential guy on campus.
Demographics
Male, Caucasian, 22, part-time office position on-campus, single, no kids, annual
household income of $15,000
Persona Type – Competitive
Jon likes to find the latest and the greatest, and be the first to know about great new
products and ideas. His pragmatic side causes him to rely on logic for making the best
decisions, but his over-achieving nature means he will make quick decisions.
Role
Jon is buying for himself but will be a major influencer for the group that he travels with.
Buying Habits
He is always ready to be one of the first to buy the latest and greatest and give his
peers a solid review. He easily cycles products in and out as newer models become
available. Much of his buying pertains to maintaining and furthering his image as the
go-to guy for advice and direction.

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Media Consumption
Wherever Jon goes, he has most media forms at his disposal. He uses all forms of
digital media for entertainment and information. He is especially fond of his laptop for
Internet use, as well as his mobile device. He spends up to 6 hours per day online
between his room at the fraternity, the student lounge, the on-campus office he works in,
and his mobile device.
Conversion Goals
For Jon, a successful primary call to action would be ADD TO CART. This helps him to
know how to make his quick, logical decision to purchase the latest and greatest gear.
A secondary call to action is SHARE PRODUCT. If he has already made a purchase,
or isn’t quite ready to buy yet, this call to action still moves him towards a purchase
commitment, and capitalizes on his relational influence with his peers, as well as
securing his email for future contact.
SAMPLE Banner Ad

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Families
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Jay Jones
Background
Jay grew up in a middle middle-class family in the Midwest. He has a sister who is ten
years older than him. After high school, Jeff attended a state university and married his
college sweetheart after graduation. He is very family-oriented and takes pride in
financing his family’s busy extra-curricular activities. Jeff’s wife is a teacher at a
prestigious private school in town.
Demographics
44; M; married; college degree; project manager for IT firm; four kids in middle and high
school; annual household income of $250,000
Persona Type – Methodical
Jeff does everything with thought and intention. His kids joke that he is slower than a
turtle at making decisions. It is because he cares so much for his family that he
gathers all the facts about a situation before he considers all the angles and decides
which one is right for a particular scenario.
Role
Jay is buying for himself, his wife, and his four children.
Buying Habits
Jay researches everything for months before he makes a purchasing decision. He likes
to involve everyone in the family in the decision making process and have a unanimous
team-building outcome. He is willing to pay a premium for quality.

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Media Consumption
All day at the office, Jay is able to surf the web for information as he conducts his work.
He prefers online periodicals and journals, but does have multiple subscriptions to
newspapers and magazines delivered to his home. Jay carries two mobile devices with
him (one for work use and one for personal use) and is always reaching for one of them.
He also has a desktop Mac at home and a personal laptop.
Conversion Goals
For Jeff, the most effective call to action will be PLAN YOUR TRIP. This gives him the
freedom and space to gather the pertinent information he needs, while moving him
towards a buying decision. A secondary call to action is REQUEST BROCHURE. By
receiving a brochure at home, he can involve the family in his decision and keep the
visual reminder nearby until a decision has been made.
SAMPLE Banner Ad

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DINK (Double Income No Kids)
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Jeff Kovac
Background
Jeff grew up the middle child of a lower middle-class family and learned how to work
hard and diligently. Though he never attended college, he began working at a national
courier company out of high school and has received numerous promotions over the
years. He lives with his long-time fiance who works as a nurse. Since Jeff works hard,
he knows how to play hard and enjoys trips and toys.
Demographics
31; M; Caucasian; lives with fiance; no college; no kids; general manager; annual
household income of $85,000
Persona Type - Spontaneous
Jeff believes life is meant to be enjoyed. He is generous (to a fault) with his family and
friends, and isn’t worried about the future.
Roles
He is buying for himself and his fiancé, but is likely to think of a buddy or two that he
could share a great find with.
Buying Habits
Jeff will buy whatever feels right at the time. Though he and his fiancé have a “double
income no kids” profile, they have little financial reserves to show for it. They are both
lifestyle people and prefer to spend their hard earned money on the things that make
them happy today, rather than see it sitting untouched in an IRA.
Media Consumption
After a long day, Jeff likes to unwind in front of the tv for a few hours. Before bed he is
likely to surf the net for a while, but mainly video sites like YouTube. Access to media is
primarily restricted to his home and friend’s houses.

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Conversion Goals
A primary call to action that will appeal to Jeff is ADD TO CART. This appeals to his
spontaneous nature and helps him imagine physically owning the exciting product. A
secondary call to action for Jeff is WATCH DEMO. If he isn’t sold enough on the cool
factor, watching a short, dynamic online demo will get the audio/visual input excited and
lead to better buying readiness.
SAMPLE Banner Ad

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SCOUT TROOP Den Mother
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Jackie Michaels
Background
Jackie was raised in a middle middle-class family and is the second of four kids. She
grew up doing scouts with her siblings and had very active parents in the scout troop.
Throughout high school Jackie could always be counted on to help with whatever
charitable event was going on, and she spent summers as a camp counselor through
her teen years and while attending the local junior college. Jackie finds great purpose
and satisfaction as a den mother for her children’s scout troops, and in serving on the
school PTA board.
Demographics
34, Hispanic/Caucasian, F, stay-at-home mom, three elementary-aged children, some
college, annual household income of $55,000
Persona Type – Humanistic
So that she can stay home to raise her three children, Jackie is very conscientious
about finances. She is very relational, and so prefers to make decisions from an
emotional place, rather than a logical one. She also likes to feel confident about her
choices, and doesn’t like to be rushed or pressured into things.
Role
Jackie is buying for herself, her three elementary-aged children, and her busy working
husband. She is also a leader in the scouts’ troops and PTA, so can influence group
buying decisions as well.
Buying Habits
With Jackie, no penny goes unaccounted for. Though she is conscientious about
expenditures, she knows how to splurge at the right time to get a great deal. Jackie
also never pays full price.

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Media Consumption
With running a full house, and parenting three active children, Jackie doesn’t have much
time for media. She may spend 1 to 2 hours per day online doing emails, keeping up
with friends on a social network, or making a purchase. She rarely has time for
television, and can’t handle the distraction of a mobile device. She is known to always
have the radio going in the background with great, upbeat tunes. Her primary source
for media is in her home on a rather outdated PC.
Conversion Goals
For Jackie, a successful primary call to action would be SHOP & COMPARE. This
appeals to her desire to make deliberate financial choices, and also helps her justify the
expense. A good secondary call to action would be GET FREE CAMPING TIPS. This
appeals to her thrifty side, and lets her make the most of her limited time online.
SAMPLE Banner Ad