One of the most effective things you can do to market your program/initiative/event efficiently is to choose a target audience. In other words, prioritize.
To determine the most valuable audience for each piece of communication, think about the group of people who are most likely to be interested in the message.
For example, instead of sending the same emails to everyone in our database, we can segment by audience and tailor our messaging according to what we know about them, using audience personas.
Personas are fictional, generalized representations of our target audiences. They help us understand our audiences better, and make it easier for us to tailor content to the specific needs, behaviors, and concerns of different groups.
Each persona represents a significant portion of people in the real world and enables writers, designers, etc. to focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals.
Source: A Closer Look at Personas, Smashing Magazine
Using Georgia Tech's Audience Personas
We have compiled several personas for different Georgia Tech audiences. Each of these personas are based on Institute research, vendor research, focus groups, surveys, and personal experiences.
Each persona is combined with a lifecycle stage (i.e. how far along someone is in our sales cycle) to help create highly targeted content.
Use this information to efficiently create content for specific audiences, maximize the impact, and increase the rate of response.
Gatech.edu Primary Personas
Audiences who are currently prioritized to help the Institute fulfill its strategic vision.
- Prospective Paul Undergrad Student
- Prospective Piper Graduate Student (coming soon!)
- Prospective Pete Industry Partner
Less representative of the Institute's target audiences, but these personas still represent a set of related findings from the research.
- Current CiCi Undergrad Student (coming soon!)
- Current Connor Graduate Student (coming soon!)
- Current Cali Industry Partner (coming soon!)
- Allen Alumni (coming soon!)