DEMOGRAPHICS Name: Ewura Dansoa, The Local Expert Age: 25 years. Category: Gen Z Gender: Female Marital Status: Single Location: Kumasi Education: Masters Occupation: Marketing Professional Income Level: Middle Income Earner INTERESTS Passionate about festivals, festivities, and local events Eager to try out novel and distinctive drinks. CHALLENGES Aspires to learn about and enjoy Ghanaian-style beverages at celebrations. Looks for suggestions for high-quality drinks for various events. DIGITAL BEHAVIOUR Engaging with local influencers, brewers, and event pages on Facebook and Instagram. Opted in to receive emails and bulletins with updates on events and special deals. Shares content on local experiences and goods on a regular basis. JUSTIFICATION Competitive Insights: Competition strategy analysis shows that local influencers have a big influence on what customers choose. Rivals that run effective email marketing efforts frequently draw attention to the regional and cultural significance of their offerings. Internal Company Data: According to internal research, the target audience is becoming more and more interested in distinctive and culturally appropriate beverages. Click-through rates for personalised and event-specific material are higher in emails, according to engagement analytics. Third-Party Digital Tools: Social listening tools show that conversations about unusual beverage experiences and local events are popular. The target demographic actively interacts with local influencers on social media, according to analytics tools.

CONTENT FOR AWURA DANSOA Social networking (Instagram, Facebook): Postings that are visually appealing and incorporate products from Accra Brewery into regional festivities and activities. Working together with regional influencers to provide genuine content that speaks to Awura Dansoa's interests. Campaigns promoting user-generated content urged Awura Dansoa to talk about her personal encounters with Accra Brewery's goods during neighbourhood gatherings. Email marketing: Personalised newsletters with suggestions for unusual drink experiences tailored to the current event. Subscriber-only discounts for well-attended local festivals and events. Information on the brewing process and the cultural importance of specific drinks that is behind the scenes. Evaluation of Success/Failure Social Media: Keep track of engagement data, such as shares, likes, and comments on content. Keep an eye on the number of followers increasing and the influencer partnerships' reach. Email Marketing: Track the open, click-through, and conversion rates of email messages tailored to specific events. Monitor the influx and retention of subscribers over time. Local Influencer Collaborations: Track the impact on brand sentiment, engagement, and reach of influencer-generated content. Analyse any rise in revenue or website traffic attributable to influencer partnerships.

Evaluate the methods of generating awareness for the personas identified above using the channels selected, along with details of how you could measure success or failure taking into consideration the theme "improving the organization's product or service portfolio for sustained business growth

DEMOGRAPHICS Name: Kwame Baah, The Social Connector Age: 32 years. Category: Millennial Gender: Male Marital Status: Married Location: Takoradi Education: Masters Occupation: Business Owner Income Level: High Income Earner INTERESTS -Values products that complement his business and personal lifestyle - Excited to explore new and unique drinks. CHALLENGES -Looks for beverages appropriate for corporate parties and business networking. -Interested in discovering local products that share his company's ideals. DIGITAL BEHAVIOUR -Engages with business-related articles on Linkedln on a regular basis. -Participates actively in local business forums and internet groups. -For business-related updates and offers, prefers email communication. JUSTIFICATION Competitive Insights: According to competitor study, there is a trend in targeting business professionals with products ideal for corporate events. Corporate responsibility and sustainability issues have been included into successful marketing. Internal Company Data: According to internal statistics, company owners and professionals are increasingly interested in premium beverage offerings. Email engagement data suggest that content relating to corporate events and collaborations has better open rates. Third-Party Digital Tools: Linkedln analytics show that targets are active in business-related discussions and forums. Social listening techniques highlight talks across business networks about premium and locally-focused products. CONTENT FOR KWAME BAAH Social networking (LinkedIn): Professionally curated postings highlighting Accra Brewery's premium goods that are appropriate for corporate gatherings. Collaborations with local business influencers to promote the use of Accra Brewery's products in corporate settings. Accra Brewery's thought leadership content on sustainability and corporate responsibility activities. Email marketing: Business newsletters with product recommendations for business occasions. Special offers for bulk purchases and corporate partnerships. Accra Brewery's involvement in local business events and sponsorships is updated. Evaluation of Success/Failure Social Media (LinkedIn): Monitor engagement data on Linkedln posts, such as likes, comments, and shares. Keep track of the increase in followers in the business community. Email Marketing: Track the open, click-through, and conversion rates of email messages tailored to specific events. Monitor the influx and retention of subscribers over time. Local Influencer Collaborations: Track blog engagement metrics such as page visits, shares, and comments. Examine any growth in brand visibility across the corporate and business communities