PAC GISD 4for1

Here are some of the resources that you might need.

There are several key personas that we want to target in our efforts. These are created with the goals of the committee in mind, as well as who lives in our community. Ways to attract and captivate the different personas will also be highlighted in this section.

Modern Mom

Background:

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

Demographics:

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

Identifiers:

• A 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 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.

For GISD PAC:

Because Chic Charlotte keeps her children as a first priority, she will be attracted to the facts of how her children’s education will be impacted through the passing of the bond. Utilizing social media, infiltrating her circle of friends will be beneficial as they will share their thoughts and opinions, and tend to do what the others do. She might be one of our most valuable advocates, so long as we can get her on board. 

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 Polished Preston:

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. 

For GISD PAC:

Word of mouth will undoubtedly be the most powerful tool for targeting Jazzy Judy. Things such as mailers and flyers would be helpful as well as a secondary source of affirmation. 

Mid-Lifer Hobbist

Background:

Reliable Richard is steady and well-ordered in life. He is financially stable and dependable to those around him, including colleagues, family and friends. He’s a bit set in his ways and looks to new adventures (hobbies) as outlets to learn more about himself and build his experience with the world.

Demographics:

• Demographic could be male or female
• Ages 55 – 75
• Household income: $80,000+
• Lives in an established neighborhood in his 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 Polished Preston:

Reliable Richard is traditional, yet surprisingly open to new ideas. He’s spent so much of his life committed to routine, he’s open to stepping out of it from time to time. The best way to reach him is to give him the “why”. He wants to learn more the moment he sees that your product is a viable option, whether that’s through educational videos or recommendations from trusted sources. He is interested in sport and competition as it lends to a sense of accomplishment and status. Let him know about your business through invitationals and trusted real life testimonials.

Young Professional

Small- to medium-sized business owner or employee working their way up

Background:

Motivated Matt has chosen his path and is excited to see it through. He looks to achieve his goals in a lasting way. Motivated 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 really most 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 Motivated 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, Motivated Matt is influenced directly by professional peers. A mobile responsive website and a healthy presence on social media and search engines is preferred, remember Motivated Matt is a busy guy.  

For GISD PAC:

Because Matt is likely to have children that will grow up in the GISD system, we want to inform him on what it means to be an educational destination. Because success and education is important to him, it will be important that his children are brought up in exceptional schools. He will be drawn to things that make sense, and are forward thinking. Social media will be a major factor in drawing him in. 

Born Educator

Committed to education, community, and family

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. The schedule works well for a working mother as well. 

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 mom trends
• She likely married her high school sweetheart

Goals:

• Ensuring the safety and success of her children (students and natural children)
• Living a long time, health and beauty are important to her
• Being able to look back at her life and know she did the best she could

Challenges:

• Afraid of being alone
• Retirement
• Worries all the time about everything
• Technology can be a challenge for her

How to Reach Devoted Donna:

Devoted Donna truly good 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 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.