We’ve broken up our target market into four customer segments; Mark, Jenna, Aubrey, and Luke and identified their main needs, values, and attributes, in order to best target them with our campaign. At our initial launch, we are focusing on Mark, but after analyzing our KPI’s and metrics after the first season, we will implement strategies for our other main segments.
These personas help the Marketing Division to better define our target audience. Although they all fall within the specified target market of millennials, they are all very different and consume media in different ways. Honing in on each person helped us to capture insights that will ultimately help the team to engage and deliver content about the app to each subgroup where they are in a way that matters to them. We should keep these personas in mind when designing the app itself and delivering content.
Mark recently relocated to Seattle Washington with his family from Pittsburgh, PA after being offered a marketing position at Starbucks headquarters. He’s an active father of two who stays connected with his family and friends back east through the internet, specifically Facebook on his mobile device. Mark is considered a mobile-first viewer. He consumes a large proportion of long video content on his Samsung Galaxy at night in bed next to his wife after the kids are sound asleep. Although he prefers to consume media in the evening, he sometimes finds himself being distracted at work if he decides to scroll through his Facebook timeline. Mark has been very active on the Seattle NHL Hockey Team Fan Page. He has not had the opportunity to join the group for an event due to his lack of extra time but would jump if the opportunity presented itself. While his loyalty lies with the Penguins, his love for the game fuels his excitement to be able to view the game without traveling very far.
Jenna’s parents immigrated to the United States when she was 4 years old. She works remotely at Doist which affords her time to frequently travel. Travel blogs are her guilty pleasure and she often contemplates about creating her own user content.
Jenna is considered a cord cutter; she watches Hulu and Netflix on her MacBook Pro. She spends less than two hours per day viewing video content on her mobile device. Most of the ads she consumes are targeted to her through her mobile experience on Instagram and email. Jenna doesn’t mind sharing her personal data with marketers as long as she knows how they are using it. Her phone is always connected to her palm, so she’s always in the know about what’s going on politically and socially. She lives life carefree and is known for her impromptu last-minute plans.
You can catch Jenna at an E-sports event once in a while. She values family and makes time to spend with her parents and siblings and appreciates the city where she grew up.
Aubrey is originally from Portland, Oregon. They don’t visit home very often and spend most of their time on or very close to campus. Aubrey would not consider themselves a sports fan but enjoys the social aspects of gathering in public places, such as bars, to view various sports games as long as it’s not too crowded. Aubrey accesses the internet primarily through their smartphone except when they are doing research directly linked to schoolwork. They prefer to consume the most media early in the morning before they get their day started but is always connected. Nearly one fourth of their media time is spent on social media.
Aubrey values their amount of free time and close ties with their friends and community.
Luke is a small business owner who prides himself on his 70 inch flat screen television. Nonetheless, he uses his iPhone to view short videos. Luke also spends a substantial amount of time on Facebook. Targeted ads used to give him the heebie jeebies but he’s grown accustomed to seeing Wrangler ads on his timeline. Luke has heard talk about a hockey team being launched in Seattle, but is not ready to jump on the bandwagon just yet.
Luke is a diehard Vancouver Canuck fan. Although it is difficult for him to travel to the games, the local sports bar often doubles as an arena. All of Luke’s children, ages 4-17, play ice hockey. He coaches his twin son’s team and drives like a madman across town on Saturday mornings and afternoons to make it to the other’s games. While Luke and his wife went through a nasty divorce, he strives to maintain a special bond with his children.