The document discusses persona mapping in marketing, emphasizing the importance of understanding different personas, such as architects and engineers, to effectively communicate value and build trust. It outlines how tailored marketing strategies can help address the specific needs and interests of various personas, thereby increasing sales and enhancing business growth. Additionally, it provides examples of persona types and corresponding content ideas to engage these audiences effectively.

1. Persona Mapping

2. The Process of Marketing
Give your audience something of value, build trust and credibility, and then introduce your
products and services to help them solve their problems.

3. Persona Types
CEO
Home Owner
Planning Director
Architect
Property Developer
The purpose of persona mapping is to enable you to communicate with different types of
personas using language they understand from the way they see the world.
Architects see the world differently that engineers, you have to communicate to them in the
world they understand to get your marketing messages across.
Get it right and your business will grow from more sales.

4. Persona Interests

5. Social Demographic
B – Middle class
C1 – Lower middle class
Specific features that matter to me
Case studies
Product information
Technical information
About the company for trust
Future plans of the business
Design guides
Specific benefits that matter to me
Simple to use
Easy to find what I am looking for
Architect Persona
The reason I buy from you
Quality of the business
Reputation
Certificates
Management systems ISOs
Technical assurance
Testimonials
Internal Stakeholders I need to please
Partners
It’s all about
Designing and building great buildings
New design concepts and innovations
Being the best practice
Reputation

6. Online Habits
Email, Twitter, LinkedIn, Pinterest
Social Cannels I visit
LinkedIn, Twitter, Pinterest
Favorite Blogs/Websites
Property
Architecture
Architect Persona
Companies I follow - LinkedIn
Bovis homes
Arup
Cheshire and West LEP
Wates
Kirkegaard Associates
Lend Lease
AA Projects
Morgan Sindall
Sutcliffe Construction
Products/Services I want
Design presidents, concepts, innovation
Historic maps
Aerial photo’s
Content I consume and share
Place North West
Insider
Building design
Groups I am in - LinkedIn
Construction Architecture
Design meets business
Construction Excellence
Carbon Connect
Business is great Britain
LinkedIn Liverpool
Building Design
Revit Users
People I follow – LinkedIn Influencers
Richard Branson
James Caan
David Cameron

7. Experimental/New/Innovat
ive
Performance/Quality/Reli
able/Dependable
Psychographics
Value/Worth/Money
People orientated Business Developer Head Teacher People Manager
Objective, numbers,
logic orientated
Project manager
Wealthy Individual
Engineer
Works Engineer
Estates Director
Operations Director
Business owner
Land Buyer
CEO
Thinker, self ideal,
living inside the head
orientated
Architect
Development Director
Chief Architect
Entrepreneur
CEO
Different personas think differently
• An architect lives in his/her head and likes innovation
• An engineer is logic orientated and likes performance

8. Words Architect Persona
Experimental Performance Value
Introducing Improved Free
✔ Breakthrough Just arrived Bargain
Miracle Valuable Save
✔ How to Easy Send no money
Never before At last Bonus
First time Instantly Discount
Discover Premium Offer
✔ Challenge Quick Super
Revealing Remarkable
Initial Powerful
Revolutionary Incredible
New Phenomenal
✔ Innovative Successful
People Objective Thinker
Gift ✔ Unique Now
You It’s here The truth about
Your Guaranteed Miracle
Today Which How to
Limited This Secrets
Special Sensational Last chance
Premium Incredible ✔ Discover
Love Here Magic
Astonishing Greatest Challenge
Time These ✔ Advise
Sensitive Revealing Successful
Urgent Successful
Wonderful ✔ Exciting
What do they want?
Experimental Performance
Satisfy their curiosity ✔ Protect the environment
Be successful Prevent or relieve boredom
Be comfortable ✔ Get ahead
✔ Make their work easier Enjoy beautiful things
✔ Gain recognition or praise Be popular
Save money ✔ Be their own boss
Make money ✔ Enjoy leisure pursuits
✔ Satisfy their ego Gain better health
✔ Gain self respect Become fit
✔ Be recognized as an expert Get rid of aches and pains
Protect self, family, business Be more active
✔ Protect their reputation ✔ Satisfy their own desires
Avoid embarrassment Be good parents
Save time ✔ Relax with friends or alone
Gain status Be safe and secure
Gat a bargain Financial freedom
Get something for free Live longer
Reduce stress ✔ Enjoy their life more
Words and wants an architect
may relate to

9. Types of Personas
Sectors and Persona Types
Personas Private Sector Public Sector
Persona 1 Persona 2 Persona 3 Persona 4 Persona 5
Education Bursar Head Teacher Estates Director Director of Education
Housing RSL CEO Opperations Director Development Officer Chief Architect
Housing Elderly & Assisted CEO Opperations Director Development Officer
Housing Private Wealthy Indvidual
Housing Student CEO Opperations Director Development Director
Housing Developer CEO Opperations Director Development Director Land Buyer
Office Land Buyer
Retail Estate Director Chief Architect
Leisure CEO Opperations Director Development Director Estate Director Director Leisure/Tourism
Culture Head of Museums
Industrial CEO Operations Director Works Engineer
Community Estate Director
Mixed Use CEO Opperations Director Development Director Land Buyer
Heritage & Conservation Property Owner Conservation Officer
Who are the personas in your sectors?

10. Build Persona Lists
Existing Customers Twitter LinkedIn Web Forms Partners
Architects ✔ ✔ ✔ ✔ ✔
Engineers ✔ ✔ ✔ ✔ ✔
Estate Managers ✔ ✔ ✔ ✔ ✔
Project Managers ✔ ✔ ✔ ✔ ✔
Business Owners ✔ ✔ ✔ ✔ ✔
CEO/MDs ✔ ✔ ✔ ✔ ✔
Buyers ✔ ✔ ✔ ✔ ✔
Works Engineers ✔ ✔ ✔ ✔ ✔
Mechanical
Engineers
✔ ✔ ✔ ✔ ✔
Process
Engineers
✔ ✔ ✔ ✔ ✔
Electrical
Engineers
✔ ✔ ✔ ✔ ✔
You cannot do any marketing without a segmented marketing
database and CRM system to monitor, score, improve results

11. Persona Mapping Workshops
Makes it Easy

12. Persona Name
Problem or opportunity that the
above person needs help with
Have defined their solution
strategy, method, or approach.
Have clearly defined and gives a
name to their problem or
opportunity
Have realized & expressed
symptoms of a potential problem
or opportunity
Content Idea Content Idea Content Idea
Jimmy Gym Owner
Persona Mapping & The Sales Process
1

13. Persona Name
1
Problem or opportunity that the
above person needs help with
Have defined their solution
strategy, method, or approach.
Have clearly defined and gives a
name to their problem or
opportunity
Have realized & expressed
symptoms of a potential problem
or opportunity
Content Idea Content Idea Content Idea
Jimmy Gym Owner
2
Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but is
unsure where to begin, how
much he should spend, etc.
Persona Mapping & The Sales Process

14. Persona Name
1
Problem or opportunity that the
above person needs help with
Persona Mapping & The Sales Process
Have defined their solution
strategy, method, or approach.
Have clearly defined and gives a
name to their problem or
opportunity
Have realized & expressed
symptoms of a potential problem
or opportunity
Content Idea Content Idea Content Idea
Jimmy Gym Owner
2
Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but is
unsure where to begin, how
much he should spend, etc.
• Beginner’s Guide to
Buying Gym Equipment
[Ebook]
• New or Used: When to
Stretch Your Gym
Equipment Budget &
When to Splurge
[Infographic]
3

15. Persona Name
1
Problem or opportunity that the
above person needs help with
Persona Mapping & The Sales Process
Have defined their solution
strategy, method, or approach.
Have clearly defined and gives a
name to their problem or
opportunity
Have realized & expressed
symptoms of a potential problem
or opportunity
4
Content Idea Content Idea Content Idea
Jimmy Gym Owner
2
Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but is
unsure where to begin, how
much he should spend, etc.
• Beginner’s Guide to
Buying Gym Equipment
[Ebook]
• New or Used: When to
Stretch Your Gym
Equipment Budget &
When to Splurge
[Infographic]
3
• Gym Equipment Budget
Template [Excel
spreadsheet]
• Purchasing Timeline for
Gym Equipment: What
Should You Buy First?
[PowerPoint worksheet]

16. Persona Name
1
Problem or opportunity that the
above person needs help with
Persona Mapping & The Sales Process
Have defined their solution
strategy, method, or approach.
Have clearly defined and gives a
name to their problem or
opportunity
Have realized & expressed
symptoms of a potential problem
or opportunity
Content Idea Content Idea Content Idea
Jimmy Gym Owner
2
Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but is
unsure where to begin, how
much he should spend, etc.
• Beginner’s Guide to
Buying Gym Equipment
[Ebook]
• New or Used: When to
Stretch Your Gym
Equipment Budget &
When to Splurge
[Infographic]
3
4
• Gym Equipment Budget
Template [Excel
spreadsheet]
• Purchasing Timeline for
Gym Equipment: What
Should You Buy First?
[PowerPoint worksheet]
• Request a quote
• Phone assessment of
equipment needs
5

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www.Constructionmarketing.org