Overview of one of my client archetypes. Example of the development of a B2B persona.

1. Persona:
PRAGMATIST
Wants Alone Time to
Create: Hires Effective
Communicators

2. Persona Archetype:
PRAGMATIST
• Inspires people to build new
things in sustainable ways
• Creates space for joy,
celebration, learning, and
relaxing
• Prioritizes healthy and high
quality over trendy and
disposable.

3. • Runs own company: construction/landscaping/
farming/sustainable product development
• Lives a simple life
• Plain spoken
• High on integrity
• Works with conviction
• Prefers to be alone with nature over lots of people
• Prefers organic and eco-friendly practices
• Very laid-back
• Takes things slowly and consistently
• Very talkative in person, very sparse in electronic
communications
• Prefers phone over text, and text over email
• Has been successful for many years, established in
their specific field for 3-5 years.
• Able to invest a minimum of $1000 a month in
outreach and implementation.
Overview
Archetype:
PRAGMATIST

4. • General Contractor
• Welding Cooperative Owner
• Artisanal Product Developer
• Organic Farmer
• Free-Range Rancher
• Eco-Friendly Architect
• Arts or Crafts Studio Owner
• Organic Skin Care Line Producer
• Niche Lifestyle Brand
Possible
Professions
Archetype:
PRAGMATIST

5. Support the growth of the
appropriate professional network,
the development of strategic and
effective use of communications
platforms, and brand
development, by engaging in
market research, planning and
executing market outreach, and
developing appropriate marketing
collateral.
My Key
Function
Archetype:
PRAGMATIST

6. 4
3
2
1 Long-Term Goals
Marketing Needs
Marketing Solutions
Success Indicators
ICON In-Depth Needs

7. 1
PRAGMATIST Long-Term Goals
• To build retirement income from vision and work
• To work with trustworthy people
• To find the right people to develop and implement
the vision
• To be working on craft, not marketing
• To build and maintain an eco-friendly/sustainable
product

8. 2
PRAGMATIST Marketing Needs
• Keeping to a consistent marketing plan with
measureable goals
• Maintaining consistent visual identity on
marketing platforms: from social media
imagery to website: needs cohesive,
consistent look

9. 2
PRAGMATIST Marketing Needs
• Strategy using modern communications
platforms
• Increased network of relevant stakeholders
• Communications skills in the information
economy

10. 3
PRAGMATIST Marketing Solutions
• Building the right messages and maintaining
communications on the proper platforms
• Hire the right consultants and creatives to take
outreach to the next phase
• Create the right connections, and guide the
process in connecting with people

11. 3
PRAGMATIST Marketing Solutions
• Set up structures & groundwork for ease of
communication
• Develop marketing plan
• Develop marketing collateral
• Develop workflows
• Hire appropriate labor
• Make appropriate introductions

12. 4
PRAGMATIST Success Indicators
• Ever widening network of relevant connections and
qualified labor
• Development of brand identity based on market
research
• Continued development of the business
• Development of criteria from big picture outcomes to
specific deliverables and timetables

13. Effective Product
and Message
Development Pre-
and Post-Launch
Long-Term Value to PRAGMATIST
Strong foundation based on market research,
strong brand foundation, and the development of
key relationships for successful product launch.

14. Real World Client Success
Timothy Foss
Owner, Blue Sage Villa

15. Client: Tim Foss
• Aspires to build an eco-
friendly events center in
Central Texas.
• Acts as sole proprietor and
visionary.
• Background in xeriscaping
and passive solar
construction.

16. • Brand Development
• Brand Management
• Network Development
• Network Management
• Project Management
Overview of
Services
Blue Sage Villa

17. Development of Brand Collateral
• Logo
• Brand Voice
• Brand Colors
• Brand Mission
• Brand Vision
• Pitch Video
Success
Indicators
Blue Sage Villa

18. Relationship Development with
Key Stakeholders & Database
• Wedding Planners
• Event Managers
• Creatives
• Market Researchers
• Architects
Success
Indicators
Blue Sage Villa

19. Success
Indicators
Blue Sage Villa
Completion & Implementation of
Market Research
• Competitive Analysis
• Marketing Plan
o Target Markets
o Emerging Markets
o Advertising Channels
o Key Personnel

20. Development of the necessary
relationships, data, collateral
and reporting to make Blue
Sage Villa attractive to
investors.
Success
Indicators
Blue Sage Villa

21. 4
3
2
1 Brand Development
Brand Management
Network Development
Project Management
Services In-Depth

22. 1
Brand Development
• Manage logo design
• Manage development of primary brand colors
• Write script for pitch video
• Develop brand personality
• Develop brand voice
• Develop brand mission & vision

23. 2
Brand Management
• Develop social media content
• Develop print collateral
o Explanatory handouts
o Business cards
• Acquire stock images
• Customize company images
• Write video script
• Design master slide deck
• Develop content for pitch deck
• Edit photos
• Develop newsletter content
• Edit presentations for content
and voice
• Write job descriptions

24. 3
Network Development
• Develop database of wedding planners
• Develop relationships with wedding planners for research
• Develop awareness of project with current network
• Hire market researchers
• Hire creatives
• Hire virtual assistants
• Hire videographer
• Introduce to key architect network
• Develop relationships with adverting platforms

25. 4
Project Management
• Oversee development of pitch deck
• Oversee development of visual identity
• Oversee development of web content
• Oversee market research
• Oversee development of marketing plan
• Oversee venue naming contest
• Develop and maintain database

26. Building the
Communications
Foundation for
Future Success
Long-Term Value to Blue Sage Villa
• Develop strong and trusted relationships with stakeholders.
• Create database and records of communications for future
growth.
• Develop venue design criteria based on market research.

27. Thanks for Considering Me!