Course Project Part 2 (Strategy)
Name of Company:
1) Research the demographics and psychographics of your company’s
target audience. Use Google search and library.ensign.edu.
2) Demographics – List 5-10 things you discovered about your company’s
target demographics. (List below)
3) Psychographics – List 5-10 things you discovered about your company’s
psychographics. (List below)
4) Create Two Personas – Use the research you found about demographics
and psychographics to create two different personas for your company.
Create a one-page visual on Canva.com for each persona to visualize what
each of these target customers looks like. Make sure your personas
represent two different age groups.
Save your personas as pdf files and submit them in Canvas, along with this
worksheet.
5) Map A Customer Journey for Each Persona – Use Canva.com to create
two customer journey maps– one for each of your personas.
Identify which persona you are mapping at the top.
Label the Awareness stage, the Consideration stage, and the Conversion
stage.
Explain the experience for the personas in each stage. For example,
describe how the young man goes from Awareness to Consideration, or
how the older woman moves from Consideration to Conversion. Explain
what happens to facilitate these shifts.
Save both of your Customer Journey Maps as pdf files as submit them in
Canvas and submit them in Canvas, along with this worksheet.
6) Touchpoints – identify two sets of touch points for your company (social
media, website, radio, billboards) one set of touch points for each
persona’s customer journey. (List below)
7) 300 Word Write-up – Write a 300-word write-up explains why
understanding the demographics, psychographics, personas, touchpoints,
and the customer journey is so important to your company. How does this
information help the company make good marketing decisions? How does it
help the company create a digital marketing strategy? Based on what you
have seen of your company’s advertising, are they doing a good job of
reaching their target audience? Why or why not?
8) Submit your project in Canvas. You should submit the following files:
This worksheet (#2,3,6 should be filled out)
2 personas for your company
2 customer journey maps
300-word write-up.
