Developing focus
These archetypes and personas inform how you communicate with your prospective students and influencers . It ensures we are able to target the right message at the right time in their college decision process.
Content messaging
By understanding our audiences, we will be able to determine if the content is of value to our users, ensure it is relevant to their needs and guide them as to what we want them to do next.
Building empathy
From the foundational aspects to design and messaging, personas work as a lens through which those individuals will see and interact with our communications.
“Moments” lead to targeted communications
Use the “moments” within the journeys as messaging opportunities. These moments, or content opportunities, can be leveraged during key touchpoints (i.e. email series, info sessions, etc.). See the “Messaging Matrix” for a summary.
Keep it flexible
These personas shape our understanding of who the primary audiences are, yet they also don’t account for every individual’s mindset. Be flexible and utilize these as guidelines when communicating with your audience. There will likely be instances where prospective students fall into multiple personas; that’s ok.
