The document discusses developing marketing personas, empathy maps, and customer archetypes to better understand target audiences. It provides instructions on creating a singular market persona for Westjet, developing an empathy map for the persona, choosing an archetype from a website, and using this information to develop an ideal target market profile for a Westjet customer. The goal is to gain insights into customers to help with marketing.

1. AUDIENCE PROFILES
Marketing Personas
Empathy Map
Customer Archetypes

2. Marketing Persona
• Age
• Gender
• Current Job Title
• Defining Words
• Buying Behaviour
• Worries & Aspirations
• Image

4. What Does Your
Customers
Archetype Reveal
About Them?

5. Instructions
https://gofilament.com/archetype/

6. Hard working and competent, she is a
trusted ally amongst her peers. She is
well read, travelled, and experiences
different cultures and ideas regularly.
She is excited by the opportunity to
advance and give exposure to new and
important ideas.
• Decisive, but also analytical and
systematic
• Looks to understand ideas on a
deeper level
• Trusted leader due to her reputation
• Ok with being a hero-maker
Jillian

7. ASSIGNMENT

8. Instructions
1.Find and Research all social media channels Westjet is currently using
2.Based on your findings, develop a Singular Market Persona.
3.Develop an Empathy Map for your target market profile,
4.Choose the ideal Archetype for your profile using gofilament.com/archetype/
5.Using the Persona, Empathy map, and Archetype findings, develop a target
market profile for an Ideal Westjet Customer, as you see it.