This presentation explores the personas, business goals, and a new media marketing strategy for my case study company, Praxis, completed as part of the Internet Marketing Master of Science program at Full Sail University.

1. Personas, Goals, & Strategy
IMK522: New Media Marketing
Ryan Mickley
March 4, 2018
DiscoverPraxis.com

2. CONTENTS
Introduction
Personas
Goals
Strategy
References
About Praxis
The Customer, Influencer, & Fan
Meeting Business Objectives
Influencer Outreach Campaign

3. ABOUT PRAXIS
The case study company I chose to explore throughout my Internet Marketing
Master of Science program at Full Sail University is Praxis. Praxis is a “better,
faster, cheaper, more individualized alternative to the university
system” (Morehouse, 2018) that combines professional development projects with
paid apprenticeship experience. Graduates of the program are “debt free and are
amongst the top 1% of young professionals making an average salary of $50,000
per year” (discoverpraxis.com, 2018).
Founded by Isaac Morehouse, Praxis provides young, driven, independent-thinkers
an opportunity to forego the traditional college experience in favor of a
personalized, real-world education that helps them start their career immediately.

4. REVENUE & MARKETING
Year-Long Program
Investment: $11,000
(Immediate ROI for Participant = $3,400)
6-Month Program
Investment: $5,500
(Participant Earnings = $2,400)
Blogging
• Medium
• Yours.org
• Isaac Morehouse (& Team)
Podcasting
• Isaac Morehouse Podcast
• Forward Tilt
• Office Hours
Speaking Engagements
• Isaac Morehouse, CEO & Founder
• TK Coleman, Education Director
• Derek Magill, Director of Marketing
Email Marketing
• Bi-monthly Newsletter
• Team Generated Content
• Customer Service
Social Media
• LinkedIn
• Facebook
• Instagram
• Twitter
TYPES OF EVENTS:
FEECon, LibertyCon, Voice & Exit, Liberty.me, Fox News,
Foundation for Economic Education

5. PERSONAS
Customer, Influencer, Fan

6. THE CUSTOMER
(Reneski, 2018)
• Has little to no loyalty toward the brand
before the point of purchase
• Does not necessarily care to build an ongoing
relationship with the brand
• Wants specific problems they have solved

7. AGE: 18
WORK: High School Student
FAMILY: Single
LOCATION: Rural, Michigan
ARCHETYPE: The Maverick
“Why not?”
Creative Independent
THE CUSTOMER
Bio
Personality
Preferred
Channels
Goals
Frustrations
Motivations
Brands
Driven Curious
Introvert Extrovert
Analytical Creative
Loyal Fickle
Passive Active
Peter is a high school senior
approaching graduation. He is second
guessing his decision to attend
college. As he receives pressure from
his parents, counselors, and peers to
go to college, he believes it is a waste
of time and money. His drive and
curiosity have already taught him more
than he learned in the classroom. He
desires the freedom to live his life
through trial and error and
nonconformity.
• To seek a more effective path to career
advancement than the university system
• To learn by doing
• To take control over his life and career
• Ineffective educational system
• Cost of higher education and a lack of ROI
• Societal rules, regulations, and
requirements for career advancement
Social Media
Video Conference
Email
Mobile
Price
Convenience
Speed
Social
Personalization
Liberty
PETER

8. THE INFLUENCER
• Influencers act in their own best interests
• Influencers have the ability to reach and, to
some degree, influence large groups of people
• Influencers have a passion to promote their
own brand more so than your brand
• Influencers expect to be compensated
(Collier, 2013)

9. PATRICK
AGE: 37
WORK: Entrepreneur
FAMILY: Newly married; 1 child
LOCATION: Austin, Texas
ARCHETYPE: The Magician
“Stop dreaming. Start
doing. You were meant
to change the world.”
Visionary Inspirational
Bio
Personality
Preferred
Channels
Goals
Frustrations
Motivations
Brands
Articulate Passionate
Introvert Extrovert
Analytical Creative
Loyal Fickle
Passive Active
Patrick is a millionaire who made his
money as a serial entrepreneur, having
started and sold two companies since
the age of 23. He dropped out of
college his sophomore year to focus
solely on building his company. He
frequently speaks at tech conferences
and has decided to use his platform to
promote cultural transformation across
all sectors of society. He gets easily
frustrated when he sees young people
wasting their potential in life.
•Strengthen his personal brand and legacy
•Use technology to transform the culture
through empowering the next generation
•Find young, talented leaders
•Young people wasting their potential
•Unintended negative consequences
•Impoverished or downtrodden
communities
Social Media
Video Conference
Email
Mobile
Price
Convenience
Efficiency
Social Impact
Innovation
Liberty
THE INFLUENCER

10. THE FAN
(Collier, 2013)
• Fans view themselves as owners of your brand
• Fans act in what they perceive to be the
brand’s best interest
• Fans will initiate interaction with your brand
• Fans have a passion to promote your brand
• Fans want special access

11. PEYTON
AGE: 34
WORK: Marketing Manager
FAMILY: Married; 2 kids
LOCATION: Atlanta, Georgia
ARCHETYPE: The Caregiver
“I exist to empower
you to live free.”
Selfless Kind
Bio
Personality
Preferred
Channels
Goals
Frustrations
Motivations
Brands
Wise Evangelistic
Introvert Extrovert
Analytical Creative
Loyal Fickle
Passive Active
Peyton is a marketing manager who
cares deeply about helping the next
generation avoid the pitfalls she
experienced early in her career. She is
over-educated and under-employed,
saving every penny she can so she can
pay off over $90K in student loan
debt. She is a self-proclaimed
“education reform evangelist” who
publishes topical content in a variety
of forms online and volunteers with
libertarian organizations.
•Help young adults avoid career pitfalls
•Empower young adults to make financially
savvy decisions
•Spread libertarian ideas
•The ineffectiveness of higher education in
meeting market needs
•Cost of higher education
•Debt
Social Media
Face to Face
Email
Mobile
Service
Convenience
Speed
Social
Financial Freedom
Liberty
THE FAN

12. GOALS
Micro & Macro

13. MICRO GOALS
• Increase email list by 100% by end of FY 2018
- Promote downloadable materials including ebooks and program guides
- Advertise the value of the bi-monthly newsletter
• Increase Office Hours podcast listeners by 25% by
end of FY 2018
- Seek influencers as occasional guests on the show
- Promote the podcast across social media accounts
- Redesign website’s main navigation to include “Podcast”
• Increase Partner Deck downloads by 50% by end of
FY 2018.
- Develop a Business Partner Ambassador Program
- Proactive social media outreach to startup companies
- Build relationships with organizations that support startups

14. MACRO GOALS
• New Praxis Participants
- 10% increase in participants from 2018 to 2019
• New Praxis Business Partners
- Establish 10 new business partners in FY 2018
The following business objectives will be met by achieving the stated micro goals. Since joining Praxis
requires a life-altering decision and substantial financial investment, there is a long sales cycle at play. The
revolutionary nature of Praxis’ services require an increase in educational marketing materials to help move
customers through the buying journey.

15. STRATEGY
Influencer Outreach Campaign

16. WHY
INFLUENCER OUTREACH
• “Influencer marketing is cost-effective and practical. When done well, these
campaigns can directly increase sales and improve customer retention
rates” (DiRenzo, 2016).
• “Marketers received $6.85 in earned media value for every $1 spent on influencer
marketing” (DiRenzo, 2016).
• “Influencers bring about a personal context to a brand. They bridge the trust factor
between brands, who are trying to portray the best and customers who are
skeptical about a new launch” (or new idea) (Parikh, 2017).
• Top goals and the future of influencer marketing: “94% Advocacy and 92%
Awareness” (Ahmad, 2018).

17. INFLUENCER OUTREACH
• Leverage integrated approach to influencer marketing to involve Praxis team;
already being done in other initiatives
• Host influencers on a variety of podcasts related to Praxis
• Support influencer events, companies, and initiatives through sponsorship or human
capital
• Provide exclusive access to talent acquisition from Praxis programs
• Provide ebook exclusively for influencer’s audience
• Pay the required compensation rate for one apprentice for the influencer
OVERVIEW

18. REFERENCES
Ahmad, I. (2018, January 31). Why Influencer Marketing is the Next
Big Thing [Infographic]. Retrieved March 04, 2018, from https://
www.socialmediatoday.com/news/why-influencer-marketing-is-the-
next-big-thing-infographic/515843/
Chabot, N. (2015, October 07). The New Cross-Functional
Influencer Marketing Program | Traackr. Retrieved March 04, 2018,
from http://www.traackr.com/blog/the-new-cross-functional-
influencer-program
Collier, M. (2013). Fans vs. Influencers: Which is Better for Your
Brand? Presented by Mack Collier. Retrieved March 2, 2018, from
https://youtu.be/zzgGVut8ruM
Craver, T. (2012). Search Engine Watch. Top 5 Micro-Conversions
You Should Measure. Retrieved March 2, 2018 from https://
searchenginewatch.com/2016/06/20/everything-you-need-to-know-
about-adwords-store-visit-conversions/
DiRenzo, A. (2017, February 14). [Infographic] The Value of
Influencer Marketing. Retrieved March 04, 2018, from https://
sysomos.com/2016/09/27/infographic-value-influencer-marketing/
Gago, B. (2011). Content Marketing Institute. 4 Questions
Answered About Buyer Personas. Retrieved March 2, 2018 from
http://contentmarketinginstitute.com/2011/04/4-questions-
answered-about-buyer-personas/
Parikh, M. (2017, May 17). Why Influencer Marketing Is
Indispensable For Branding In 2017. Retrieved March 04, 2018,
from https://www.entrepreneur.com/article/294446
Reneski, J. (2018). Full Sail University Online New Media Marketing
Assignment Details. Retrieved March 2, 2018 from https://
course.fso.fullsail.edu/class_sections/47988/assignments/1550131