Building Personas for Targeted Communications

Challenge: A professional association was creating a new and innovative event and wanted to understand different segments of their target audience so they could target event marketing.

Approach: We conducted an online survey among the association’s membership and used factor analysis to create four distinct personas, each with different priorities and needs for an event, as well as different preferred communications channels.

Result: The association was able to develop specific marketing and communications materials for each audience and target them strategically.