Persona Development for Audience Engagement

ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT

Dr. Pamela Rutledge | prutledge@fielding.eduDr. Jerri Lynn Hogg | jhogg@fielding.edu

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This course explores audience engagement through the development of personas

What is a persona?Why bother?

Albert Einstein

You can’t solve a problem with the same thinking that created it

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What is a Persona?

A model or a representation GoalsAttitudesBehaviors

Forces you to define the audience

Creates a clear image in the minds of managers, designer & marketers

Goal: Look Through the Buyer’s Eyes

Why Invest in Personas?Focus on real people

to create empathy Build consensus and

commitmentConsistent team

communicationReduce

interpretation

How Do You Use Personas?

Articulate Goals and Improve DecisionsStrategySpendingMetrics

ResultsChallenge misconceptionsStop design debatesImprove marketing messages, programs and

distribution

Is 6 Too Many, Is 2 Enough?Create personas

that represent different needs

Buyers are different than customers

It’s about value, not number

Market Segments Are Not PersonasMarket segment

Demographics: age, income, workPsychographics: hobbies, lifestyle

PersonaGoals, beliefs, interactions, motivations, identityNarrative

Build Persona in LayersWho they are every

day?What they want?How they interact with

you and your competitors?

What facilitates the interaction?

How does (or can) your persona impact your organization?

Involve everyone in the company

Personas are an archetype representative of the psychological

and behavioral profile of a customer, buyer or user base

A persona creates a common vision within an organization to guide

decisions about strategy, content, interaction and design

ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT

Dr. Pamela Rutledge | prutledge@fielding.eduDr. Jerri Lynn Hogg | jhogg@fielding.edu