BOOK
PLAY
THE
Perso a
Step 2
Prioritize your personas
Step 1
Build your persona matrix
Step 3
Build your persona profile
PERSONALIZATION
Personas are the bridge between your organization and your association community.
Build your persona matrix
Identify your key personas based on their challenges, interests, nuances, and goals. Think of how your constituents consume content. If one constituent category consumes content very differently than another, those are two distinct personas. Most associations will have anywhere from 5 to 7 personas within their matrix.
1
Prioritize your personas
Identify the persona(s) you want to pursue first and build out a hierarchy for how you go to market. Tap into your membership base to prioritize your personas. The personas to pursue first will fall into one or more of the following categories:
2
The persona within your membership or customer base who has historically brought in the most revenue
The persona within your membership or customer base who will get the most out of your current offerings
The persona within your membership or customer base who are highest in terms of needs
3
Build your persona profile
Now that you’ve identified and prioritized your persona matrix, it’s time to round out each of your persona profiles. You’ll conduct an exercise that will detail the following categories:
Demographics
Challenges
Goals
Obstacles to joining
Opportunity areases
Soft skills/attributes
Persona building blocks
Empathy
Consultants like HighRoad
Secondary research
Interviews
Date Dive
Survey research
Ready to start the process?
We'll reach out to you to set-up your first session.
