MKT- 462

The purpose of this assignment is to demonstrate how defining market segmentation using personas strengthens targeting within a digital marketing campaign.

Using what you learned from the topic Resources, complete the "Audience Personas" template by using the data from the "Instagram Demographic Analysis" (Followers of: @ nike) document, located in the Topic 2 Resource, to create two unique personas for Lopes Active Apparel Co., a company that offers fitness training apparel for men and women who engage in high intensity activities.

When developing your personas, focus on the following sections of the Nike "Instagram Demographic Analysis":

Page 3: Basic Demographics

Page 5: Location Summary

Page 13: Education

Page 14: Work Summary

Page 24: Likes and Interests.

Persona 1 This section should identify one of the main personas of your target audience. Be sure to include an image of your persona.

Demographics: sex, age, ethnicity, industry, job, income.

Psychographics: values, beliefs, hobbies, habits, etc.

Challenges: What struggles is this person facing that relate to your product/service?

Pain Points: What are some problems your personas are facing that your organization can fix?

What Motivates Them to Purchase: What does the persona need to see from you that would persuade the persona to buy from you?

Where Do They Obtain Information: What is their main source for information relating to products/services (e.g., online searches, social media, ads, recommendations from others)?

What Type of Content Do They Prefer: What is the best way to communicate (e.g., text messages, ebooks, videos, social media posts)?

How Can You Help: What content or resources can you provide to help your audience and persuade them to buy?

Persona 2

Demographics: sex, age, ethnicity, industry, job, income.

Psychographics: values, beliefs, hobbies, habits, etc.

Challenges: What struggles is this person facing that relate to your product/service?

Pain Points: What are some problems your personas are facing that your organization can fix?

What Motivates Them to Purchase: What does the persona need to see from you that would persuade the persona to buy from you?

Where Do They Obtain Information: What is their main source for information relating to products/services (e.g., online searches, social media, ads, recommendations from others)?

What Type of Content Do They Prefer: What is the best way to communicate (e.g., text messages, ebooks, videos, social media posts)?

How Can You Help: What content or resources can you provide to help your audience and persuade them to buy?

Justification: Insert your 250-350-word justification here using the following questions. 1) Provide justification for the personas you created. 2) Explain how the personas define the market segment and can be used to effectively target the digital marketing campaign. 3) Discuss ethical responsibilities associated with the collection of customer data.