CROSS TIMBERS ORTHOPAEDICS

Modern Mom

Background:

Chic Charlotte is a young working mom. She has a college degree, she is married and she has a couple kids. 

Demographics:

• Skews female
• Ages 25 – 45
• Dual household income: $150,000+
• Lives in the suburbs in a good school district

Identifiers:

• Busy working mom who wants the best for her kids
• Believes in the power of social media, for connections, also for news and events
• Educated follower of trends and the source of a product
• Values the product / company’s story more than the cost

Goals:

• Finding balance at work and at home
• Ensuring the happiness and health of her family
• Maintaining a personal identity

Challenges:

• Her family schedule, different ages, different needs, all of them important
• Finding time for herself
• Finding time at all! 

How to Reach Chic Charlotte:

Keep your messaging easy to access and widespread with a responsive website and digital marketing including Google and Facebook. Offer time savings and consider company values in targeted marketing efforts.

Cool Silver

Background:

Jazzy Judy is loving life! She is financially stable and living out her dreams, she has a couple of grandkids and she is almost completely comfortable with who she is. Jazzy Judy is confident in her decision making and as a mentor the many family and friends that she cares about.

Demographics:

• Demographic could be male or female
• Ages 55 – 75
• Household income: $80,000+
• Lives in an established neighborhood in her paid off ranch style home

Identifiers: 

• Highly maintained appearance (hair, nails, eye cream, etc)
• Likes to be “in-the-know”, stays involved in family and community groups
• Has a smartphone, but never answers it
• Worries about everyone all the time

Goals:

• Health and longevity
• Learning new things
• Instilling good memories and healthy habits

Challenges:

• Choosing positive trends
• New technology
• Balancing family and self-care
• Financial stress (specifically unknowns, like budgeting medical care)

How to Reach Jazzy Judy:

Jazzy Judy is not impulsive, she considers every decision carefully. The best way to impress her is to come highly recommended by friends and acquaintances, testimonials go a long way with Jazzy Judy. Staying in front of her, sublimidly, may work, too. In other words, be present visually with signage and social media campaigns (while she’s liking pics of the grandkids on Facebook). Jazzy Judy may not remember why she knows who you are, but she’ll find comfort in recognizing your brand.

Born Educator

Background:

Devoted Donna wanted to stay in the town where she grew up so she chose the path of education giving her the opportunity to make a living locally. Also, the school schedule is convenient for a working parent. 

Demographics:

• Demographic could be male or female
• Ages 23 – 60
• Household income: $25,000/year – $60,000+/year
• Lives nearby in a small town

Identifiers:

• She is a natural caretaker
• You can find her at the Friday football game and at church on Sunday
• She stays on top of trends
• Married high school sweetheart

Goals:

• Ensuring the safety and success of her children (students and natural children)
• Living a long time, health and appearance are important
• Making a difference for the better

Challenges:

• Retirement
• Worries all the time about everything
• Technology can be a challenge

How to Reach Devoted Donna:

Devoted Donna truly good inside and out. She is good at resourcing close friends, family and co-workers for advice. Real life testimonials go a long way for Devoted Donna. And while she can be technologically challenged, she embraces it and enjoys it. She loves Facebook! Social ads and retargeting would work well with her to position your services at top of mind.

College Athlete

Background:
Competitive Caleb is all American. He lives for the game and all that goes with it. He seems young to already know what he wants, but sports is all he knows and on the field is where he feels naturally in control. 

Demographics:

• Demographic could be male or female
• Ages 17 – 27
• Household income: Family support and scholarship $$
• Lives on campus in a tiny apartment close to the gym

Identifiers:

• Energized, naturally high on endorphins
• Basic comfortable clothing/appearance
• Puts God and family first
• Majors in business for an injury ruining career Plan B

Goals:

• Win the game
• Set records
• Retire by age 32

Challenges:

• Maintaining his support system (coach, girlfriend, professors)
• Balancing sports and school
• Avoiding injury
• Seeing life past football

How to Reach Competitive Caleb:

Competitive Caleb will immediately seek you out when he needs you. The best strategy is to be sure you’re easy to find. This comes with excellent recommendations from coaches, signage (promotional items, banners, billboards), as well as a mobile friendly website highly ranked on Google.