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)
1. Age range: Young professionals (25-34) and middle-aged adults (35-54)
2. Income: Middle to upper-middle income ($50k-$100k household income)
3. Education: College educated, research-oriented buyers
4. Family status: Both families with children and singles
5. Geographic location: Suburban/rural (SUVs/trucks) and urban (compact/hybrids)
6. Gender: Mixed, varies by vehicle category
7. Ownership behavior: Buyers keep vehicles long-term, value resale
3) Psychographics – List 5-10 things you discovered about your company’s
psychographics. (List below)
1. Value reliability, durability, and low maintenance costs
2. Environmentally conscious; hybrids and fuel efficiency matter
3. Seek practicality, safety, and comfort
4. Brand trust and risk-aversion drive choice
5. Value total cost of ownership and long-term savings
6. Lifestyle: Family-oriented or commuting-focused, outdoor activities
7. Interest in technology and innovation, especially younger buyers
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.
Persona 1:
Persona 2
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.
Customer Journey 1
Customer Journey 2
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)
Persona A – Emma Rodriguez
1. Instagram/Facebook ads
2. Radio/TV spots
3. Toyota website comparison pages
4. Dealership test drive
5. Follow-up emails and service reminders
Persona B – Liam Chen
1. Influencer video reviews (YouTube/TikTok)
2. Instagram ads and posts
3. Toyota mobile app and website virtual tours
4. Online chat with sales rep
5. Digital follow-up content (owner tips, loyalty program)
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.
