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Creating Marketing Personas.
How fictional characters help you
communicate with your target markets.



                              Kathi Rabil, CEO
                           Dick Rabil, President
                                       Slice Inc.
The persona in marketing is a fabricated or (fictionalized) face
 of a combination of characteristics of our target audience
 based on real life research and analysis.

 It allows us to describe WHO the customer is and what their
 behavior is. Creating a persona provides insights for us to
 tailor our interactions for the best response.




Creating Marketing Personas.
The persona in marketing is a fabricated
 or (fictionalized) face of a combination of
 characteristics of our target audience
 based on real life research and analysis.

 It allows us to describe WHO the
 customer is and what their behavior is.
 Creating a persona provides insights for
 us to tailor our interactions for the best
 response.


Creating Marketing Personas.
…between a target audience and a marketing persona?




                               TARGET  MARKET
                                HIGH  SCHOOL




              PERSONA  A         PERSONA  B         PERSONA  C    
               COACHES            PARENTS         ADMINISTRATORS




Creating Marketing Personas.
…helps you build a better marketing plan by allowing you to
 target your campaigns to the right prospects and customers.
 It allows you to put a face on your customer.




Creating Marketing Personas.
…also gives valuable insights on the path that prospects take on
 the journey to becoming a customer. You’ll start learning their
 characteristics based on the things they like.




Creating Marketing Personas.
What are the biggest problems they are trying to solve?
      What do they need the most?
      What information are they searching for?
      What trends are influencing their buying decisions?
      How do they like to get their information?
      What is their pain point?




Creating Marketing Personas.
…of your prospects and their behaviors. The result of this
 process will be a detailed persona with demographics, needs
 and behaviors.
                                                                      TORS
                                                     AND DISTRIBU
                        —MANUF         ACTURERS
    AUDIEN   CE PROFILE
                                                                                                                                                                   IATORS
                                                                                                                                                    INED IRRAD
                                           e
                       and Importanc
     Audience Size
                                         utors (M&Ds)                                                              ROFILE—       SELF-CONTA
                      turers & distrib                                                               AUDIENCE P
     o 26 manufac                                                                                                                     ance
                                          est  volume                                                               e and Import                          tialed users             sources, mov
                                                                                                                                                                                                e
                       dience but high                                action volume                  Audience Siz                        rs, 40 creden            nsactions (1-2
     o Smallest au
                                       counts for 20
                                                       % of all trans
                                                                                                           0 self-cont ained irradiato         & infrequent tra
                              turer ac                                                                o 74                             urces
             One manufac                                     all M&D volum
                                                                              e
                                                                                                                    dience, few so
                          ufacturers repr
                                             esent 80% of
                                                                                 )                    o Largest au ars, verify annually)
              Three man
                                                   t transactions
                                                                    (some daily                          every 5-15 ye
                                  urces, frequen                          entialed & repo
                                                                                           rt
                 number of so                               rly are cred                                              s
      o Large
                                           o report regula                                             Demographic
                          ufacturers wh                                                                   College-educa
                                                                                                                          ted
      o  100% of man                                                                                L o
                                                                       tronically (tr ansmitting XM    o 20-50   years old               search labs
          electronically                                n submit elec                                                  iversities & re                      s
                                        e volume ofte                                                  o Work for un uding Research Assistant
       o Manufac     turers with larg                                                                                 incl
                                                                                                        o Titles vary
           files via emai
                           l)                                                                                                               Researchers                    aterials
                                                                                                                      ion Channels— , publications & online m
                                                                                            ed)
                                                                                                        Communicat           ations, events ) Journal & newsletter
                                                                             y family-own                              soci
        Demographic
                         s
                                                              ployees, man                              o Industry as sics Society (HPS                          Safety Round
                                                                                                                                                                                table
                                             nies (2-100 em                                                    Health Phy                        ity Radiation                        nal of Laser
            Small to mid    -sized compa                                                                                        State Univers                        wsletter & Jour
        o                                                                                                      Pen nsylvania                       IA) meetings, ne
                          s old                                                                                                  of America (L
        o 40-50 year                                                                                           Laser Institute                                                Society)
                                           l experience                                                                                                       ican Chemical
                          s professiona                                                                        Applications
         o 15-20 year                                          in LA, TX, CA
                                                                                & MA
                                                                                                                                ngineerin   g News (Amer
                                              concentrations                                                    Chemical & E
                           ross U.S. with
         o Located ac                                                                                                     RSO blogs
                                                                                                                Medical
                                                                                                                                 tworks
          Communicat
                           ion Channels                                                                         Local RSO ne                  hop
                                                ts & publicatio
                                                                 ns
                                                                                                                DOE lase    r safety works                                                    )
                 dustry associa
                                   tions, even
                                                                                                                                     ley Lab works
                                                                                                                                                       hop                     ese licensees
          o In                                           clear News                                              Lawrence Ber
                                                                                                                                  ke                             to some of th
                                       ar Society’s Nu                                                                                     s (m ay only apply                 gi sts
                                                                                erences                                   ns & registrie                      ction Technolo
                                   cle
                   American Nu                                    & safety conf
                                                 mental health                                            o Certificatio egistry of Radiation Prote
                   General     Electric environ                                                                  Nationa  lR                         sics
                                                     al meetings                                                                   rd Health Phy , workshops & webinars
                                     material annu                                                                American Boa
Creating Marketing Personas.
                   DOE nuclear
                             reement state
                                               meetings, wo
                                                              rkshops &    webinars
                                                                                og & calls                 o NRC & ag
                                                                                                                          reement state
                                                                                                                                            meetings
                                                                                                                                       , mailings, broc
                                                                                                                                                          hures, website
                                                                                                                                                                          , blog & calls
            o NRC & ag                                              website, bl                                           RC emails
                                  emails, mailin
                                                  gs, brochures,                                           o State & N                                      radiators
                State & NRC                                                                                                               els—Blood Ir                     e materials
             o
                                                                                                     Commun           ic ation Chann     nts, publ        ications & onlin     tter & Tr    ansfusion
Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-size Service company

                                                      Background:                                     Key Attributes:
                                                      Thompson is an executive in a medium-              College Educated, Masters
                                                      size (100+) company. He is focused on              50-60 years old
                                                      the company future and is concerned                Predominately Male, Married
                                                      about bringing his team to a deeper level          Lives in upscale suburb
                                                      of expertise and discipline. He is                 Plays sports such as golf and tennis
                                                                                                         Buys on high end and owns late
                                                      responsible for providing key supervision
                                                                                                         model vehicle
                                                      or support to the corporations’ field              Very knowledgeable with 30 years
                                                      leaders or sales force. He is also                 experience
                                                      responsible for the strategic leadership           Pragmatic about doing what’s
                                                      and operational management of the                  necessary
                               services firm or division.                                                Media interests from TV, radio,
                                                                                                         internet
                                                                                                         Attends annual meeting regularly
                               Information Goals:
   …and build a                    If he gets printed material, he will scan it for key terms and
                                   see if the program will meet his needs.
                                                                                                         Tends to be conservative

                                                                                                      Three words to describe him:
                                   He will not read it thoroughly unless he has already
   hypothetical                    decided that will be a good ROI.
                                   To him, the experience is the brand.
                                                                                                      Dedicated, strategic and diligent




   character for our           He knows our organization and knows we are credible. He will
                               likely see the ads in our publication. He may scan emails sent
                                                                                                      Daily Routines:
                                                                                                          Keeping informed of progress and
                                                                                                          status of sales

   outreach.
                               and if interested put it in his file to return to. Since he’s low on
                                                                                                          Responding to e-mail and phone calls
                               time, he will not call us, but may delegate that or will go to their       Involved in lots of meetings
                               web site to see what the offer is. He will expect it to be                 Keeping informed of adverse events
                               extremely easy to find what he wants. If he doesn’t get                    Overseeing and coordinating
                               information fast, he may give the search engine a try. If that             company teams
                               fails, he’ll quickly lose interest.                                        Ensuring proper sales monitoring
                                                                                                          Feels on a very tight schedule and


   This persona is
                               He will be interested in a service or program that:                        could be overwhelmed
                                  Offers great value for his investment
                                  Gives a competitive edge for company

   named Tom.                     A results oriented, actionable service or program
                                  Develops individuals who become invested in the
                                  company’s success
                                                                                            Key Barriers:
                                                                                               ROI
                                  Develops individuals to learn think strategically, develop   Time-intensive; how much time does it
                                  problem-solving, assessment, decision-making and analytical  take?
                                  skills                                                       Will it requires time out of the office
                                  Provides individuals feedback on their performance           and may travel
                                                                                               Does it have a track record of
                               He wants the service or program to fill the gap between basic   success?
                               and advanced career development.                                Are my competitors using this?




Creating Marketing Personas.
Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-si

                                             Background:                                            Key At
                                             Thompson is an executive in a medium-                     Co
                                             size (100+) company. He is focused on                     50
                                                                                                       Pre
  … when developing your messages. bringing his team to concerned
                                             the company future and is
                                             about                       a deeper level                Liv
  Think about what information channels your discipline. He is
                                             of expertise and                                          Pla
                                                                                                       Bu
  personas will use. Allow the personas to tofor providing key supervision
                                             responsible
                                                         drive
                                             or support the corporations’ field
                                                                                                       mo
                                                                                                       Ve
  the methods for reaching them. leaders or sales force. He is also                                    exp
                                             responsible for the strategic leadership                  Pra
                                             and operational management of the                         ne
                      services firm or division.                                                       Me
                                                                                                       inte
                                                                                                       Att
                               Information Goals:
                                                                                                       Te
                                   If he gets printed material, he will scan it for key terms and
                                   see if the program will meet his needs.
                                                                                                    Three
                                   He will not read it thoroughly unless he has already             Dedica
                                   decided that will be a good ROI.
                                   To him, the experience is the brand.

                         He knows our organization and knows we are credible. He will               Daily R
                         likely see the ads in our publication. He may scan emails sent                 Ke
                                                                                                        sta
                         and if interested put it in his file to return to. Since he’s low on
                                                                                                        Re
Creating Marketing Personas. he will not call us, but may delegate that or will go to their
                         time,                                                                          Inv
                         web site to see what the offer is. He will expect it to be                     Ke
of expertise and discipline. He is
                                                      responsible for providing key supervision
                                                      or support to the corporations’ field
                                                      leaders or sales force. He is also
                                                      responsible for the strategic leadership
                                                      and operational management of the
                               services firm or division.
  … when developing your messages.
  Think about what information channels your
                        Information Goals:
  personas will use. Allow Ifthegets printed material, he will scan it for key terms and
                              he personas to drive
  the methods for reaching them. read it thoroughlyhis needs. has already
                            see if the program will meet
                            He will not                  unless he
                                                                                                      T
                                                                                                      D
                                   decided that will be a good ROI.
                                   To him, the experience is the brand.

                               He knows our organization and knows we are credible. He will           D
                               likely see the ads in our publication. He may scan emails sent
                               and if interested put it in his file to return to. Since he’s low on
                               time, he will not call us, but may delegate that or will go to their
                               web site to see what the offer is. He will expect it to be
                               extremely easy to find what he wants. If he doesn’t get
                               information fast, he may give the search engine a try. If that
                               fails, he’ll quickly lose interest.

                           He will be interested in a service or program that:
                              Offers great value for his investment
Creating Marketing Personas.
                              Gives a competitive edge for company
1.  What they want is
       what they need.
       Tailor your communications around their issues.




Creating Marketing Personas.
Where do your personas like to get their information?




Creating Marketing Personas.
Leads to strong relationships cemented on trust & loyalty.




Creating Marketing Personas.
Attract respondents who are the right fit for your company.




Creating Marketing Personas.
Blog   Reconciliation   Help Desk        Credentialing




         Safe. Easy. Fast. In three steps.                                                                                                                                                                                            Be part of the
                  Step 1                                                                Step 2                                                                Step 3


                                                                                                                                                                                                                                           BigPicture.
                                        NSTS                      NSTS                                          NSTS                  NSTS


             NSTS applicant              Online                    A paper              The paper           The paper packet    A smart card and       Reader is installed
              enrolls online          application is          identity proofing           packet is           and application    reader are mailed         and used to
           https://pkii.nrc.gov         reviewed               packet is mailed       completed by             are reviewed,     to the applicant.       download the
                                     and approved.            to the applicant.       the applicant,             anomalies                                 applicant’s



                                                                                                                                                       Get
                                                                                      notarized, and           are resolved,                            certificate to the
                                                                                       mailed back.            employment                                  smart card.
                                                                                                              is verified and



                                                                                                                                                     Credentialed
                                                                                                               enrollment is
                                                                                                                 approved.



              Credentialing
              The easiest way to report to the NSTS is
              online. You will first need to enroll for a
                                                                                 Source Reporting
                                                                                 Once an NSTS user completes the
                                                                                 credentialing process, all source             Blog
                                                                                                                                         NSTS Blog
                                                                                                                                                     … and get it done.
                                                                                                                                         Stay up-to-date on all NSTS activities by
                                                                                                                                         subscribing to the NSTS blog, including
  Credentialing                                                        Reporting
     digital certificate, an electronic identification                  transactions may be completed by logging into           information on Web site updates, upcoming training
                                                                                                                                                                   Speed. Accuracy.   Convenience.
     which allows the NSTS to uniquely identify each                   the NSTS online system.                                 events, industry meetings and more.
     user. The process of obtaining the digital certificate                                                                                                       In 3 easy steps.
                                                                       The NRC strongly encourages online, which
     is called credentialing.                                                                                                             NSTS Help Desk
                                                                       provides timely and accurate tracking. Visit the
                                                                                                                                          Get answers and solutions regardingreports to NSTS Online
                                                                                                                                                                      Filing
     The credentialing process takes approximately                     NSTS Web site to access online reporting training
                                                                       Reporting                                                Blog
     30 days from start to finish. See the three steps                 materials.                                               Help Desk credentialing, login procedures, system
                                                                                                                               use, transaction reporting, and any otherfaster and easier than ever.
                                                                                                                                                                      is issues
     you need to complete above.
  Credentialing                                                                Annual Reconciliation                           encountered while using the NSTS. Contact the Help
     Licensees possessing Category 1 or 2 sources                                                                              Desk to submit system change requests regarding
                                                                               The NRC requires all licensees to review
     may begin the credentialing process online.                                                                               functionality.
                                                                               and confirm their inventory annually            Help Desk
     Enrollment is easy and should take no more                      Reconciliation
                                                                       conduct inventory reconciliation each January.
     than 10 minutes. All NSTS users with digital                                                                                     Help Desk Hours:
                                                                       A specially formatted inventory report has been
     certificates issued prior to July 2009 must renew                                                                                Monday–Thursday 8:00am–5:00pm (EST)
                                                                       created to confirm inventory and ensure that all
     their certificates one year from the issued date to                                                                              Friday 8:00am–3:00pm (EST)
                                                                       records in the NSTS are correct.
     maintain access to the NSTS. Once an NSTS user                                                                                   Phone: 1-877-671-6787
     renews the certificate, it is valid for the 2 years.                                                                             E-mail: NSTS.Help@nrc.gov
                                                                     Reconciliation




                                                                                               www.nrc.gov/security/byproduct/nsts/




                                                                                                                                                       NSTS
                                                                                                                                                       National Source Tracking System




Creating Marketing Personas.
N A T I O N A L               S O U R C E        T R A C K I N G              S Y S T E M          N A T I O N A L               S O U R C E         T R A C K I N G              S Y S T E M        N A T I O N A L              S O U R C E           T R A C K I N G             S Y S T E M




                       How           Secure                                                                         Lost in            Space?                                                                      Get          Credentialed
                                     are your sources?                                                                                 Take a better path                                                                        … and get it done.
                                                                                                                                       to accountability.




                                    100% accountable.                                                                                  Get users credentialed.                                                                   Speed, accuracy, convenience.
                                    Fast & easy.                                                                                       Run a tighter ship.                                                                       In a few easy steps.
                                     Reporting to NSTS Online is up to 10 times faster and far                                         Reporting to NSTS Online is up to 10 times faster and far                                 Online reporting to NSTS is faster and easier than ever.
                                     more secure and accurate than other reporting methods.                                            more secure and accurate than other reporting methods.
                                     With a few clicks, users can help improve public safety —                                         With a few clicks, users can help improve public safety and                               By reporting online, you’ll help improve emergency preparedness
                                     and save time and effort.                                                                         save time and effort.                                                                     and public safety and save time and effort. Online reporting is
                                                                                                                                                                                                                                 up to 10 times faster than faxing, and far more secure and accurate.
                                     Approximately half of all licensees that have nationally                                          Approximately half of all licensees that have nationally                                  Using NSTS Online can make a big difference.
                                     tracked sources currently report to NSTS using slow, error-                                       tracked sources currently report to NSTS using slow, error-
                                     prone methods such as fax and e-mail. Using NSTS Online                                           prone methods, such as fax and e-mail. Using NSTS Online                                  It all starts with getting credentialed. Urge users to visit
                                     can make a big difference.                                                                        can make a big difference.                                                                   nrc.gov/security/byproduct/nsts/credentialing.html to get
                                                                                                                                                                                                                                        started with online reporting.
                                     It all starts with getting credentialed. Urge users to visit                                      It all starts with getting credentialed. Urge users to visit
                                     nrc.gov/security/byproduct/nsts/credentialing.html                                                  nrc.gov/security/byproduct/nsts/credentialing.html
                                     to get started with online reporting.                                                                to get started with online reporting.

                                                                                                                                                                                                                                                  Safe.Easy.Fast.
  NSTS
  National Source Tracking System
                                           Safe.Easy.Fast.
                                           NSTS Online
                                                                                                     NSTS
                                                                                                     National Source Tracking System
                                                                                                                                                Safe.Easy.Fast.
                                                                                                                                                NSTS Online
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                                                                                                                                                                                                      National Source Tracking System
                                                                                                                                                                                                                                                  NSTS Online




  Licensees                                                                                         Agreement States                                                                                  Radiographers

Creating Marketing Personas.
He had a dream.

                                                                                        Leadership
                                                                                        imagines.
                                                                                        Be the first to register for GAMA’s
                                                                                        groundbreaking leadership program.
                                                                                        Invest in the future. Leading From the Front is THE
                                                                                        must-attend GAMA program for frontline leaders
                                                                                        who are ready to inspire with imagination.
                                                                                        Develop strategic thinking. Leading From the Front is a
                                                                                        results-driven program that will build your business




                                                            Photo Library of Congress
                                                                                        through strategic execution, alignment and leadership.
                                                                                        Master excellence with expert performance coaches. Find out
                                                                                        more at gamaweb.com/lff or email programs@gamaweb.com
                                                                                                                                                      Martin Luther King Jr.




                                                                                        She commanded a nation.

                                                                                        Leadership
                                                                                        inspires.
                                                                                        Be the first to register for GAMA’s
                                                                                        groundbreaking leadership program.
                                                                                        Invest in the future. Leading From the Front is THE
                                                                                        must-attend GAMA program for frontline leaders
                                                                                        who are ready to command and inspire.
                                                                                        Develop strategic thinking. Leading From the Front is a
                                                                                        results-driven program that will build your business
                                                                                        through strategic execution, alignment and leadership.




                                                       Photo by Tom Gillespie
                                                                                        Master excellence with expert performance coaches. Find out
                                                                                        more at gamaweb.com/lff or email programs@gamaweb.com

                                                                                                                                                          Margaret Thatcher




                                                                                        He built something insanely great.

                                                                                        Leadership
                                                                                        innovates.

                                                                                        Be the first to register for GAMA’s
                                                                                        groundbreaking leadership program.
                                                                                        Invest in the future. Leading From the Front is THE
                                                                                        must-attend GAMA program for frontline leaders
                                                                                        who are ready to inspire with innovation.
                                                                                        Develop strategic thinking. Leading From the Front
                                                                                        is a results-driven program that will build your business
                                                                                        through strategic execution, alignment and leadership.




                                               Photo by Matthew Bridge
                                                                                        Master excellence with expert performance coaches. Find out
                                                                                        more at gamaweb.com/lff or email programs@gamaweb.com


  CEOs, Firstline Leaders, Frontline Leaders                                                                                                                       Steve Jobs




Creating Marketing Personas.
He built something insanely great.
                                                       Leadership innovates.

                               Be the first to register for
                               GAMA’s groundbreaking
                               leadership program.

                               Invest in the future. Leading From the
                               Front is GAMA’s must-attend program for
                               frontline leaders who are ready to move
                               mountains.

                               Develop strategic thinking. Leading
                                                                                  gamaweb.com/lff
                               From the Front is a results-driven
                               program that will build your business
                               through strategic execution, alignment
                               and leadership.

                               Master Excellence with expert
                               performance coaches. Develop
                               competencies that are exhibited
                               by highly successful field leaders.

                               Shift from tactical to strategic.
                               Assess, enhance, and elevate core
                               business processes.

                               Walk in the Footsteps of Leaders.
                               The Leading From the Front Capstone
                               experience culminates on the battlefields
                               of Gettysburg led by the Gettysburg
                               Foundation.

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                               Plan® and McCauley & Company C.O.R.E.
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                                                                           thinking... simple.
                                                                           Because once you




                                                                                                    Photo by Matthew Bridge
                                                                           get there, you can
                                                                           move mountains.”
                                                                                     —Steve Jobs




Creating Marketing Personas.

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Creating Marketing Personas

  • 1. Creating Marketing Personas. How fictional characters help you communicate with your target markets. Kathi Rabil, CEO Dick Rabil, President Slice Inc.
  • 2. The persona in marketing is a fabricated or (fictionalized) face of a combination of characteristics of our target audience based on real life research and analysis. It allows us to describe WHO the customer is and what their behavior is. Creating a persona provides insights for us to tailor our interactions for the best response. Creating Marketing Personas.
  • 3. The persona in marketing is a fabricated or (fictionalized) face of a combination of characteristics of our target audience based on real life research and analysis. It allows us to describe WHO the customer is and what their behavior is. Creating a persona provides insights for us to tailor our interactions for the best response. Creating Marketing Personas.
  • 4. …between a target audience and a marketing persona? TARGET  MARKET HIGH  SCHOOL PERSONA  A     PERSONA  B     PERSONA  C     COACHES PARENTS ADMINISTRATORS Creating Marketing Personas.
  • 5. …helps you build a better marketing plan by allowing you to target your campaigns to the right prospects and customers. It allows you to put a face on your customer. Creating Marketing Personas.
  • 6. …also gives valuable insights on the path that prospects take on the journey to becoming a customer. You’ll start learning their characteristics based on the things they like. Creating Marketing Personas.
  • 7. What are the biggest problems they are trying to solve? What do they need the most? What information are they searching for? What trends are influencing their buying decisions? How do they like to get their information? What is their pain point? Creating Marketing Personas.
  • 8. …of your prospects and their behaviors. The result of this process will be a detailed persona with demographics, needs and behaviors. TORS AND DISTRIBU —MANUF ACTURERS AUDIEN CE PROFILE IATORS INED IRRAD e and Importanc Audience Size utors (M&Ds) ROFILE— SELF-CONTA turers & distrib AUDIENCE P o 26 manufac ance est volume e and Import tialed users sources, mov e dience but high action volume Audience Siz rs, 40 creden nsactions (1-2 o Smallest au counts for 20 % of all trans 0 self-cont ained irradiato & infrequent tra turer ac o 74 urces One manufac all M&D volum e dience, few so ufacturers repr esent 80% of ) o Largest au ars, verify annually) Three man t transactions (some daily every 5-15 ye urces, frequen entialed & repo rt number of so rly are cred s o Large o report regula Demographic ufacturers wh College-educa ted o 100% of man L o tronically (tr ansmitting XM o 20-50 years old search labs electronically n submit elec iversities & re s e volume ofte o Work for un uding Research Assistant o Manufac turers with larg incl o Titles vary files via emai l) Researchers aterials ion Channels— , publications & online m ed) Communicat ations, events ) Journal & newsletter y family-own soci Demographic s ployees, man o Industry as sics Society (HPS Safety Round table nies (2-100 em Health Phy ity Radiation nal of Laser Small to mid -sized compa State Univers wsletter & Jour o Pen nsylvania IA) meetings, ne s old of America (L o 40-50 year Laser Institute Society) l experience ican Chemical s professiona Applications o 15-20 year in LA, TX, CA & MA ngineerin g News (Amer concentrations Chemical & E ross U.S. with o Located ac RSO blogs Medical tworks Communicat ion Channels Local RSO ne hop ts & publicatio ns DOE lase r safety works ) dustry associa tions, even ley Lab works hop ese licensees o In clear News Lawrence Ber ke to some of th ar Society’s Nu s (m ay only apply gi sts erences ns & registrie ction Technolo cle American Nu & safety conf mental health o Certificatio egistry of Radiation Prote General Electric environ Nationa lR sics al meetings rd Health Phy , workshops & webinars material annu American Boa Creating Marketing Personas. DOE nuclear reement state meetings, wo rkshops & webinars og & calls o NRC & ag reement state meetings , mailings, broc hures, website , blog & calls o NRC & ag website, bl RC emails emails, mailin gs, brochures, o State & N radiators State & NRC els—Blood Ir e materials o Commun ic ation Chann nts, publ ications & onlin tter & Tr ansfusion
  • 9. Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-size Service company Background: Key Attributes: Thompson is an executive in a medium- College Educated, Masters size (100+) company. He is focused on 50-60 years old the company future and is concerned Predominately Male, Married about bringing his team to a deeper level Lives in upscale suburb of expertise and discipline. He is Plays sports such as golf and tennis Buys on high end and owns late responsible for providing key supervision model vehicle or support to the corporations’ field Very knowledgeable with 30 years leaders or sales force. He is also experience responsible for the strategic leadership Pragmatic about doing what’s and operational management of the necessary services firm or division. Media interests from TV, radio, internet Attends annual meeting regularly Information Goals: …and build a If he gets printed material, he will scan it for key terms and see if the program will meet his needs. Tends to be conservative Three words to describe him: He will not read it thoroughly unless he has already hypothetical decided that will be a good ROI. To him, the experience is the brand. Dedicated, strategic and diligent character for our He knows our organization and knows we are credible. He will likely see the ads in our publication. He may scan emails sent Daily Routines: Keeping informed of progress and status of sales outreach. and if interested put it in his file to return to. Since he’s low on Responding to e-mail and phone calls time, he will not call us, but may delegate that or will go to their Involved in lots of meetings web site to see what the offer is. He will expect it to be Keeping informed of adverse events extremely easy to find what he wants. If he doesn’t get Overseeing and coordinating information fast, he may give the search engine a try. If that company teams fails, he’ll quickly lose interest. Ensuring proper sales monitoring Feels on a very tight schedule and This persona is He will be interested in a service or program that: could be overwhelmed Offers great value for his investment Gives a competitive edge for company named Tom. A results oriented, actionable service or program Develops individuals who become invested in the company’s success Key Barriers: ROI Develops individuals to learn think strategically, develop Time-intensive; how much time does it problem-solving, assessment, decision-making and analytical take? skills Will it requires time out of the office Provides individuals feedback on their performance and may travel Does it have a track record of He wants the service or program to fill the gap between basic success? and advanced career development. Are my competitors using this? Creating Marketing Personas.
  • 10. Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-si Background: Key At Thompson is an executive in a medium- Co size (100+) company. He is focused on 50 Pre … when developing your messages. bringing his team to concerned the company future and is about a deeper level Liv Think about what information channels your discipline. He is of expertise and Pla Bu personas will use. Allow the personas to tofor providing key supervision responsible drive or support the corporations’ field mo Ve the methods for reaching them. leaders or sales force. He is also exp responsible for the strategic leadership Pra and operational management of the ne services firm or division. Me inte Att Information Goals: Te If he gets printed material, he will scan it for key terms and see if the program will meet his needs. Three He will not read it thoroughly unless he has already Dedica decided that will be a good ROI. To him, the experience is the brand. He knows our organization and knows we are credible. He will Daily R likely see the ads in our publication. He may scan emails sent Ke sta and if interested put it in his file to return to. Since he’s low on Re Creating Marketing Personas. he will not call us, but may delegate that or will go to their time, Inv web site to see what the offer is. He will expect it to be Ke
  • 11. of expertise and discipline. He is responsible for providing key supervision or support to the corporations’ field leaders or sales force. He is also responsible for the strategic leadership and operational management of the services firm or division. … when developing your messages. Think about what information channels your Information Goals: personas will use. Allow Ifthegets printed material, he will scan it for key terms and he personas to drive the methods for reaching them. read it thoroughlyhis needs. has already see if the program will meet He will not unless he T D decided that will be a good ROI. To him, the experience is the brand. He knows our organization and knows we are credible. He will D likely see the ads in our publication. He may scan emails sent and if interested put it in his file to return to. Since he’s low on time, he will not call us, but may delegate that or will go to their web site to see what the offer is. He will expect it to be extremely easy to find what he wants. If he doesn’t get information fast, he may give the search engine a try. If that fails, he’ll quickly lose interest. He will be interested in a service or program that: Offers great value for his investment Creating Marketing Personas. Gives a competitive edge for company
  • 12. 1.  What they want is what they need. Tailor your communications around their issues. Creating Marketing Personas.
  • 13. Where do your personas like to get their information? Creating Marketing Personas.
  • 14. Leads to strong relationships cemented on trust & loyalty. Creating Marketing Personas.
  • 15. Attract respondents who are the right fit for your company. Creating Marketing Personas.
  • 16. Blog Reconciliation Help Desk Credentialing Safe. Easy. Fast. In three steps. Be part of the Step 1 Step 2 Step 3 BigPicture. NSTS NSTS NSTS NSTS NSTS applicant Online A paper The paper The paper packet A smart card and Reader is installed enrolls online application is identity proofing packet is and application reader are mailed and used to https://pkii.nrc.gov reviewed packet is mailed completed by are reviewed, to the applicant. download the and approved. to the applicant. the applicant, anomalies applicant’s Get notarized, and are resolved, certificate to the mailed back. employment smart card. is verified and Credentialed enrollment is approved. Credentialing The easiest way to report to the NSTS is online. You will first need to enroll for a Source Reporting Once an NSTS user completes the credentialing process, all source Blog NSTS Blog … and get it done. Stay up-to-date on all NSTS activities by subscribing to the NSTS blog, including Credentialing Reporting digital certificate, an electronic identification transactions may be completed by logging into information on Web site updates, upcoming training Speed. Accuracy. Convenience. which allows the NSTS to uniquely identify each the NSTS online system. events, industry meetings and more. user. The process of obtaining the digital certificate In 3 easy steps. The NRC strongly encourages online, which is called credentialing. NSTS Help Desk provides timely and accurate tracking. Visit the Get answers and solutions regardingreports to NSTS Online Filing The credentialing process takes approximately NSTS Web site to access online reporting training Reporting Blog 30 days from start to finish. See the three steps materials. Help Desk credentialing, login procedures, system use, transaction reporting, and any otherfaster and easier than ever. is issues you need to complete above. Credentialing Annual Reconciliation encountered while using the NSTS. Contact the Help Licensees possessing Category 1 or 2 sources Desk to submit system change requests regarding The NRC requires all licensees to review may begin the credentialing process online. functionality. and confirm their inventory annually Help Desk Enrollment is easy and should take no more Reconciliation conduct inventory reconciliation each January. than 10 minutes. All NSTS users with digital Help Desk Hours: A specially formatted inventory report has been certificates issued prior to July 2009 must renew Monday–Thursday 8:00am–5:00pm (EST) created to confirm inventory and ensure that all their certificates one year from the issued date to Friday 8:00am–3:00pm (EST) records in the NSTS are correct. maintain access to the NSTS. Once an NSTS user Phone: 1-877-671-6787 renews the certificate, it is valid for the 2 years. E-mail: NSTS.Help@nrc.gov Reconciliation www.nrc.gov/security/byproduct/nsts/ NSTS National Source Tracking System Creating Marketing Personas.
  • 17. N A T I O N A L S O U R C E T R A C K I N G S Y S T E M N A T I O N A L S O U R C E T R A C K I N G S Y S T E M N A T I O N A L S O U R C E T R A C K I N G S Y S T E M How Secure Lost in Space? Get Credentialed are your sources? Take a better path … and get it done. to accountability. 100% accountable. Get users credentialed. Speed, accuracy, convenience. Fast & easy. Run a tighter ship. In a few easy steps. Reporting to NSTS Online is up to 10 times faster and far Reporting to NSTS Online is up to 10 times faster and far Online reporting to NSTS is faster and easier than ever. more secure and accurate than other reporting methods. more secure and accurate than other reporting methods. With a few clicks, users can help improve public safety — With a few clicks, users can help improve public safety and By reporting online, you’ll help improve emergency preparedness and save time and effort. save time and effort. and public safety and save time and effort. Online reporting is up to 10 times faster than faxing, and far more secure and accurate. Approximately half of all licensees that have nationally Approximately half of all licensees that have nationally Using NSTS Online can make a big difference. tracked sources currently report to NSTS using slow, error- tracked sources currently report to NSTS using slow, error- prone methods such as fax and e-mail. Using NSTS Online prone methods, such as fax and e-mail. Using NSTS Online It all starts with getting credentialed. Urge users to visit can make a big difference. can make a big difference. nrc.gov/security/byproduct/nsts/credentialing.html to get started with online reporting. It all starts with getting credentialed. Urge users to visit It all starts with getting credentialed. Urge users to visit nrc.gov/security/byproduct/nsts/credentialing.html nrc.gov/security/byproduct/nsts/credentialing.html to get started with online reporting. to get started with online reporting. Safe.Easy.Fast. NSTS National Source Tracking System Safe.Easy.Fast. NSTS Online NSTS National Source Tracking System Safe.Easy.Fast. NSTS Online NSTS National Source Tracking System NSTS Online Licensees Agreement States Radiographers Creating Marketing Personas.
  • 18. He had a dream. Leadership imagines. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to inspire with imagination. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business Photo Library of Congress through strategic execution, alignment and leadership. Master excellence with expert performance coaches. Find out more at gamaweb.com/lff or email programs@gamaweb.com Martin Luther King Jr. She commanded a nation. Leadership inspires. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to command and inspire. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership. Photo by Tom Gillespie Master excellence with expert performance coaches. Find out more at gamaweb.com/lff or email programs@gamaweb.com Margaret Thatcher He built something insanely great. Leadership innovates. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to inspire with innovation. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership. Photo by Matthew Bridge Master excellence with expert performance coaches. Find out more at gamaweb.com/lff or email programs@gamaweb.com CEOs, Firstline Leaders, Frontline Leaders Steve Jobs Creating Marketing Personas.
  • 19. He built something insanely great. Leadership innovates. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is GAMA’s must-attend program for frontline leaders who are ready to move mountains. Develop strategic thinking. Leading gamaweb.com/lff From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership. Master Excellence with expert performance coaches. Develop competencies that are exhibited by highly successful field leaders. Shift from tactical to strategic. Assess, enhance, and elevate core business processes. Walk in the Footsteps of Leaders. The Leading From the Front Capstone experience culminates on the battlefields of Gettysburg led by the Gettysburg Foundation. Powered by the One Page Business Plan® and McCauley & Company C.O.R.E. Performance Coaching Model.TM “Focus and simplicity. Find out more at gamaweb.com/lff or You have to work email programs@gamaweb.com hard to get your thinking... simple. Because once you Photo by Matthew Bridge get there, you can move mountains.” —Steve Jobs Creating Marketing Personas.