ASSIGNMENT 1. UNDERSTANDING AUDIENCE
A customer/marketing/audience persona is a useful tool for individuals and teams to use to strengthen their marketing strategy Humanizing the abstract and creating a detailed. fully-formed person makes executing marketing decisions easier and more effective Decision-making can be supported, and ideas can be targeted more accurately when a persona becomes part of the marketing strategy
Type: Individual Weight: 10%
Choose a Company from the list below:
Best Buy LCBO
Create a Persona
You are on the marketing team for the business you have selected, and you are going to be tasked with developing an advertising strategy that appeals to your audience (as described and explained with your persona).
You may wish to use Al to assist you in organizing and creating this part of the assignment. If you choose to use Al, begin with this prompt:
You are part of an advertising team for [insert your chosen company]. Create a customer persona description that could be used for advertising and marketing purposes. Include the following information in the persona: age, ethnicity, occupation, family makeup, favourite brands, four personal goals, four frustrations, personal motivations, four personality traits and a short biography.
You may wish to iterate your prompt after evaluating what you get back. If you use different prompts to help you, include them as an appendix in your assignment. You may have to refine the output to get details suited to your company and your initial idea(s).
Transfer the persona information to the template provided above. Hint: It is unlikely that you will want just to copy and paste. You must refine and make choices to create a robust and useful persona.
Your final persona will be submitted using a copy of this template.
Pitch some Ideas
With your customer persona to support you, suggest at least five subject lines that could be used in an emailed promotion that your persona is already signed up for. The intention for these subject lines is to grab attention and encourage engagement before being deleted. Base your ideas on the elements of the business you already know and understand, as well as the reality of the life led by your persona.
You should be able to support your ideas based on the likelihood of your subject's behaviour. Under each subject line, offer justification in connection to your persona. You should refer to your persona in the first person.
You should not use Al for this part of the assignment. The likelihood that you will get
nuanced, creative and applicable ideas that will meet the assignment requirements is low. This is the part where you practice your critical and creative thinking skills.
Communication Objectives (from WK1) The three important questions (from WK2)
Cover Page: Required.
Length: 1-4 pages (Cover page included) Font Type: Any sans serif font, full justification
Font Size: 11pt Spacing: 1.5 lines