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How To Build a Persona

Stop Marketing to Everyone

You’re a seasoned marketer. You know you can’t be all things to all people. But how well are you really targeting your audiences? Do you think of them as prospective students? Major donors? Young alumni?

While those groups may be narrower than “everyone,” they aren’t narrow enough to help you create the kind of marketing that helps you find the perfect match for your school — the student who can’t wait to attend, the donor who’s inspired to endow a scholarship, or the alumna who’s ready to give back.

But it doesn’t have to be that way. The best marketing targets one person, and that’s why you need our DIY persona guide: to create marketing that’s a perfect match for your audience.

A persona is a fictional character who embodies the goals, motivations, and concerns of your target audiences, and in this downloadable guide, we’ll share with you:

  • An explanation of how and why we create personas
  • A sample persona
  • A template to create unique personas for your institution

Download the guide and try creating your first persona today. Whether you’re writing copy for an admissions page, an alumni event invite, or a fundraising letter, it’s much easier to do that if you know who you’re talking to.

P.S. While the sample included here represents a donor, personas are a great tool no matter your focus area. Consider creating them for enrollment, alumni engagement efforts, or any of your marketing endeavors.

How To Build a Persona

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