Target Audience, Buyer Persona and Brand Positioning Statement

Discussion Directions (Four Parts)

For your initial post:

Complete each of the following. Each section is worth 25% of your grade.

  1. Create a Target Market (Generalization of your audience):

WHO is your target market: Span of not more than 10 years, education level, metropolitan area, income level, etc.?

WHY do they need your Client's product or service?

  1. Create a Buyer Persona (Specific, Fictitious Representation of your Target Audience)

What is their name?

Where do they work?

How much do they make?

Where do they live?

What do they do for fun?

What drives them?

Where are they on social media?

How will they use your Client's product or service to make their lives better?

  1. Create a Brand Positioning Statement for your Capstone project. Use the phrase below EXACTLY as shown with your information inserted where appropriate.

"For (target audience), (Client/Brand/Product) is the (frame of reference) that provides (cite the unique capability) because only (Client/Brand/Product) is (describe the key point of competitive differentiation.)"

  1. Create a Mission Statement for your Capstone project. This is a simple statement of exactly what you are doing for the Capstone. This should not be, "I will create social media." This needs to be a SMART goal that tells (in a simple sentence) the scope of Capstone project. There is a video on SMART goals in the Week 1 Lessons.

Examples:

"For Autism and Disability Ministry, a social media campaign will be created focused on Facebook and Pinterest with the goal of increasing fans and followers within the target market of 20-30-year olds by 33% by September 2019."

"For author, Melissa Heiland, her newest book, 'A Mother's Comfort', will be promoted using Facebook, Instagram, a media relations campaign and book signings in the Atlanta metropolitan area, to surpass projected book sales by 10% by December 2019."

Follow guidelines in the Discussion Board Assignment.

Be free of any grammatical or spelling errors