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Twenty-something small business owner or entry level employee.

Background:

Millennial Matt has chosen his path and excited to see it through. He looks to achieve his goals in an effective and lasting way. Millennial Matt is a team player.

Demographics:

• Demographic could be male or female
• Ages 25 – 35
• Household income: $65,000/year – $90,000+/year
• Lives in the nearest transition neighborhood close to work

Identifiers:

• These young professionals are status driven
• They like the finer things in life for a good price
• Inclusion and representation motivates them
• Practicality is important to them, but they don’t like to admit it

Goals:

• Securing the goals they’ve set for themselves
• Save money and begin investing
• Building and maintaining valuable relationships

Challenges:

• Direct competition
• Financial stress
• Knowing when it’s the right decision
• Time management

How to Reach Millennial Matt:

Position your brand in the right circles, whether it be corporate events, alumni fundraisers, non-profits, golf tournaments, etc. As he spends so much time with co-workers during and after work, Millennial Matt is influenced directly by professional peers. A mobile responsive website and a healthy presence on social media and search engines is preferred, remember, Millennial Matt is a busy guy. 

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Lifestyle Video

Father figure who takes care of the ones he loves.

Background:

Traditional Troy is a hard worker, he is well into his career and identifies himself as accomplished. He is comfortable in his leadership role at home, in the community and at work.

Demographics:

• Demographic skews male
• Ages 35 – 65
• Household income: $120,000+
• Lives in a traditional home, potentially on a large piece of property

Identifiers:

• Put-together appearance
• Conservative spender, however has high quality assets like a Ford King Ranch truck
• Hobbyist that enjoys golf, travel, fishing etc. 
• Old school charmer (identifies with their generation)

Goals:

• Health and wellness
• Protecting assets and investments for children
• Making a difference, notable recognition

Challenges:

• New technology and trends
• Health and fitness
• Showing emotion
• Mid-life choices

How to Reach Traditional Troy:

Stay focused on networking and reputation, word of mouth is powerful with this demographic. Make them feel like they’ve been given a deal. The best marketing channels for Traditional Troy are traditional! These include billboards, promotional materials for networking events, and be sure you have an easily navigated online presence (SEO).

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Lifestyle Video

Single mother working full time.​

Background:

Tenacious Tana moves where opportunity takes her. She wants the best for her children and she works hard to provide for them. She also wants a little bit of a social life.

Demographics:

• Demographic could be male or female
• Ages 30 – 60
• Household income: $40,000/year – $95,000+/year
• Lives in a suburb

Identifiers:

• She drives an American-made car 
• You can find her at the Friday football game and at maybe church on Sunday
• She stays on top of mom trends
• She’s hesitant about dating, she wants stability

Goals:

• Ensuring the safety of her children
• A social life and beauty trends are important to her
• No regrets!

Challenges:

• Afraid of being alone
• Retirement
• Worries about everything
• Time management

How to Reach Tenacious Tana:

Tenacious Tana is truly fun inside and out. She can be a bit naive, but she is good at resourcing close friends, family and co-workers for advice. Real life testimonials go a long way for Tenacious Tana. She lives on her phone, she resources it for most things. She loves Facebook and she dabbles in Pinterest and Insta. Social ads and retargeting would work well with her to position your services at top of mind.

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Photography

Lifestyle Video

Hard-working blue collar professional.​

Background:

Dedicated Daniel has chosen his path and sticks to what he knows. Dedicated Daniel lives for today and is somewhat of a rogue member of society.

Demographics:

• Demographic could skew male or female
• Ages 25 – 60
• Household income: $25,000/year – $90,000+/year
• Lives nearby in a small town

Identifiers:

• These trade guys are money driven (move where the jobs are)
• They love their toys – guns, tools, equipment, motors, Copenhagen etc.
• Typically have a couple children
• They prefer to keep it simple

Goals:

• Fish and game records
• Save money and dream big
• Keep his family safe

Challenges:

• Industry fluctuation / job changes
• Financial stress
• Knowing when it’s the right decision
• Stepping outside their comfort zone

How to Reach Dedicated Daniel:

It’s best to position yourself boldly and across multiple platforms. Dedicated Daniel is traditional with his values, yet adventurous with his social communication and recreational activities. He likes to be on top of trends and impress his peers. Make yourself easy to find on Google, re-target him like crazy, and remain relatable yet cool with your social media presence. There’s a fine line between conservative and edgy with this one.

Campaign Language and CTA

Photography

Lifestyle Video