Based on what you know of Dry Culture, your group is to further identify & research the audiences you will be creating content for and marketing to. You will be responsible for submitting two (2) distinct audiences including personas for each. You can use the HubSpot Persona templates to complete this section. I have provided you with the beginnings of our defined audiences but you are to research the company, the industry and further outline and define these audiences in detail including the personas. Use critical thinking & research. This is a vital step in entire project. You group must go in-depth with this as everything you do will relate back to theses audiences. We have provided an overview of our research of basic information outlining who purchases our product. However, additional information is required. These audiences may not fit with your campaign/content planning. We spoke about this in class. (20 Marks)
| Persona 1: The Outdoor Adventurer Name: Mr. Jack Brown 1. Demographic info: Age: 25 Location: Windsor Family status: Single Education level: holds advanced diploma. | Persona 2: The Active Family Name: Mr. William Bond (family) 1. Demographic info: Age: 45 Location: Toronto Family status: Married with children. Education level: holds bachelor’s degree. |
| 2. Psychographic: Mr. Jack is an account manager who values work-life balance and enjoys spending time in nature. He is passionate about outdoor adventures like hiking, kayaking, and camping, and seeks high-quality gear that enhances their experience. | 2. Psychographic: Mr. William is a dad that enjoys spending quality time outdoors with his loved ones. He values safety, convenience, practicality and activities that can be enjoyed by all family members. |
| 3. Quote: “I want to explore the great outdoors without worrying about my belongings getting wet or damaged.” | 3. Quote: “We want to find versatile, durable outdoor gear that can accommodate the needs of our family.” |
| 4. Frustrations (Pain Points): Difficulty finding reliable, waterproof backpacks that can withstand various outdoor conditions. Concerns about the durability and functionality of gear, especially when dealing with unpredictable weather. Discomfort caused by backpacks that are not designed for extended use or do not fit well. | 4. Frustrations (Pain Points): Difficulty finding outdoor gear that is safe. Concerns about the durability and ease of use of gear, especially when dealing with multiple family members. The need to purchase multiple items for the family, which can be expensive and time-consuming. |
| 5. Motivations (goals): To find high-quality gear that enhances their outdoor experience. Ensure their belongings are protected regardless of the weather conditions. Value durability, functionality, and style in the products they choose. | 5. Motivations (goals): To find versatile, durable outdoor gear that can accommodate the needs of an active family. Ensure that belongings stay dry and secure no matter what the activities. Value products that are easy to use, clean, and maintain. |
| 6. Jobs to be done: Participate in outdoor activities like hiking, kayaking, and camping. Protect their belongings from water and dirt during these activities. Improve their overall outdoor experience by investing in quality gear. | 6. Jobs to be done: Plan family outings and adventures. Protect belongings from water and dirt during these activities. Improve their overall outdoor experience by investing in quality gear that caters to the needs of the entire family. |
| 7. Factors influencing buying decisions: Durability and functionality of the product. Comfort during extended use. Style and aesthetics that align with their personal preferences. Environmental consciousness of the brand. | 7. Factors influencing buying decisions: Durability and ease of use of the product. Suitability for family use, including child-friendly features. Value for money, considering the need to purchase multiple items for the family. Environmental consciousness of the brand. |
| 8. Gains from my product (Dry Culture product): Comfort and ease of use during outdoor activities. Stylish designs that align with their values and aesthetic preferences. Eco-friendly materials that align with their environmental concerns. | 8. Gains from my product (Dry Culture product): Waterproof dry bag backpacks that are perfect for family outings, ensuring that belongings stay dry and secure no matter the adventure. Durability and ease of use make them suitable for both adults and children. Stylish designs that appeal to the whole family. Environmental consciousness of the brand, aligning with their values. |
| 9. Communication (Channels- Content types and formats- content themes and topics): Social media platforms like Instagram, Facebook, and Twitter. Blog articles and guides on outdoor activities and gear. Videos showcasing product features and customer testimonials. Email newsletters with special offers, product updates, and tips for outdoor enthusiasts. | 9. Communication (Channels- Content types and formats- content themes and topics): Social media platforms like Instagram, Facebook, and Twitter. Blog articles and guides on family-friendly outdoor activities and gear. Videos showcasing product features and customer testimonials. Email newsletters with special offers, product updates, and tips for families. |
| 10. Brands and influencers: Brands like Patagonia and The North Face, which produce outdoor recreation products. Influencers such as Nick Troutman and Maia Wilker | 10. Brands and influencers: Brands like REI and Columbia which cater to the family outdoor enthusiast market. Influencers such as Isabel King and Andy Neal. |
Leave a Reply