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Some radio stations create a fictional listener persona to help program-makers identify with and focus on their target audience. Nonprofit Marketing Guide's Kivi Leroux Miller suggests creating audience personas as a marketing tool: A big part of a successful marketing plan is knowing your target audience and really understanding what they care about. You can't create messages and marketing plans without this knowledge.
To help you better understand the people you are communicating with, I've created a worksheet to guide you through creating some audience "personas." A "persona" is a very specific description of an individual who is typical of the larger group. While it can be a real person who is typical of the group, it's usually best to create an imaginary person who embodies the characteristics of the group. The description of the persona should include some basic demographics (age, gender, ethnicity, etc.), along with descriptions of behavior patterns, goals, skills, attitudes, and day-to-day environment. Creating personas will help your staff, board members, and volunteers share a specific, consistent understanding of who they are trying to reach. Messaging and communications tactics will be selected based on whether they make sense for these specific personas. Download the Creating Personas Worksheet (PDF) |
