PUR4932 project 1

1. Buyer Persona Overview
September,2015

2. Clark the Communications
Manager
BACKGROUND:
• In charge of communication strategies for
lifestyle brand that sponsors surf team
• Remained comfortably at the same company
for 6 years.
• Experienced but too comfortable in routine
• single, surfer, traveler
DEMOGRAPHICS:
• Male
• 35-50
• $70,000
• suburbs of California
IDENTIFIERS:
• relaxed and cheerful
• adventurous

3. Clark the Communications
Manager
GOALS:
• Increase fan base for brand and its team in the
surfing community
• More athletes interested in signing
CHALLENGES:
• Dynamic competitor brands that have signed top
surfers already
• Lack of consumer advocates
HOW WE HELP:
• Engage with the same users on social media that are
engaging with competitors.
• Provide insider information (videos, quotes) about the
athletes, the brand and share additional industry news.
• Schedule posts using social media tools and
editorial calendars, evaluate progress during
implementation of the communications plan.
• Host an event, either fundraiser or party, that
will make people want to get up close and
personal with the brand.

4. REAL QUOTES:
• “We need to get this company back to
where it was when it built its name.”
• “I don’t have time to change anything
because I am busy managing what
we already have, and people already
know our name just not as well as
they used to.”
COMMON OBJECTIONS:
• “We aren’t like our competitors
we don’t necessarily want to do
the same dynamic things they
are doing to get attention.”
Clark the Communications
Manager

5. MARKETING MESSAGING:
• Use social media platforms
to appeal to more
millennials and especially
rising talent in surfing
community.
ELEVATOR PITCH:
• I will help you curate
content that millennials will
want to promote over their
own social media.
Clark the Communications
Manager

6. 6
Examples
Social Media Messaging:
• Curate content that appeals to
the target audience while
participating in conversations
across social media platforms.
• Example: RedBull uses this
simple post to spread their
message to those participating
in conversations about
#NationalPoetryDay.

7. 7
Examples
Social Media Messaging:
• Have well-known professionals
act as brand advocates over
social media.
• Example: Julian Wilson
promotes a product on his
personal Instagram account
for Hurley, one of his
sponsors.

8. 8
Examples
Engagement:
• Take increments of time each
day to respond to those who
have been reaching out over
social media.
• Answer any questions quickly
and thoroughly.
• Nixon does a great job of
engaging over Twitter.
• Social media contests and
giveaways are good ways to get
consumers talking about your
brand.