MKTG 265/1265 DIGITAL MARKETING FOUNDATIONS

Buyer Persona/ Target Company Profile Assignment (Individual Assignment)

An archetype and understanding of a business’ typical customer(s) are key to framing digital
marketing messages. Not only does your client need to know who they are, but also what they
like, where the live and what social media channels they prefer. Your client may have a clear
idea of their market, but likely never consolidated their understanding into profile; or your client
has no idea and needs help uncovering and describing target profiles. This is an on-going
process in digital marketing as customer preferences and behaviors change constantly.

For a B2C client, where the end customer is an individual consumer, you will create
buyer personas.

For a B2B client, where the end customer that is a company, you will create target
company profiles.

You are to review your client’s business model to gain an understanding of their markets,
research segment characteristics and then create buyer personas appropriate for their
marketing efforts.

Instructions:

1. Section A- Audience Segmentation. Your target audience can be summarized with the
help of categorizing them. If a buyer’s persona is being created focus on 4 main
segments (demographic, geographic, psychographic and behavioral/ usage). However, if
a B2B target company profile, considered other operating variables and company size
metrics.
a. Think about the following questions:
i. What are the pain points of your ideal customer?
ii. What social channels do they use?
iii. Where do they get their information?
iv. What do they desire?
v. What makes them angry or frustrated?
vi. What problems are they trying to solve?
vii. What barriers are they trying to overcome?
viii. What are their goals?
b. Each characteristic should contain at least 2 distinct segmentation characteristics
by category. Typically, most business will have 3 to 5 distinct profiles.
c. Using your choice of Buyer Persona/ Company Profile generation tools, create 3
to 5 separate personas/ company profiles for your client.

2. Section B- Survey the market (for future email and social media distribution)
a. Create a 10-question survey that enables you identify and quantify segmentation
characteristics.

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b. This is a mock up survey and does not require distribution and data gathering;
however, it should be useful for your client to conduct a live survey in the future.

Deliverables:

• Create an overview of the 4 segmentation categories that describes your client’s current
target market specific to B2C or B2B customers.
• Create a 10-question survey that would help uncover or confirm consumer profile data.
• Create 3 to 5 graphic buyer persona or target company profile slides most appropriate to
your client business.
• Ensure that your presentation is emulating your client’s corporate brand style.
• Ensure that your presentation has the proper sections and is clearly communicating your
deliverables with a table of contents.
• This is to be presented in a *.ppt format, converted and submitted in pdf to the LMS drop
box.
• See LMS for weighting and due date.
• Penalties: Late: 10% per day. Incorrect format: 10%. Incorrect location of submission:
10%.

Resources:

• HubSpot Buyer Persona Template Tool: https://www.hubspot.com/resources/tool/buyer-

personas DO NOT use for B2B
• Canva- stock templates and free account: https://www.canva.com/
• SEM Rush Personas Tool: https://www.semrush.com/persona/
• Bloomcube Buyer Persona and Customer Profile Generator:
https://bloomcube.io/tools/customer-persona-creator

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 MKTG 265/1265 DIGITAL MARKETING FOUNDATIONS

Rubric

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