TCL (T1:4-2) Define the Audience

Define the Audience

Based on your research into the target audience, it is important to have a persona document that defines the usual profile of a person in that audience.  A persona document helps you to define your audience in a way that personalizes them.  Because all people have a unique point of view about life and spiritual concepts, the document will help you focus your creative ideas in ways that the audience will understand.

Persona: As detailed in Topic 1:2-1 Persona, a persona is a fictional, broadly defined description of the primary audience you are hoping to reach with your message. A persona describes the person you are thinking of as you write your content, design your calls to action, run ads, and develop your follow-up process.

Another definition says a persona is “…a tool used to provide an approachable and realistic understanding of the primary target audience. Not only does it improve the accuracy of messaging and communication, but it also remains as an ongoing [example] for decisions.” ¹

A persona will have a name (for example, Fatima).  It will include a simple description (Muslim university student).  And it will include a possible picture (a smiling young woman with a head covering).  This document will represent the audience you are trying to reach.  Your team can use this persona to ask, “How would Fatima react to this situation?” or “What would Fatima say if someone argued with her opinions?” 

Point of View Statement:  Once you have created the persona document, think through the persona’s point of view including what they are wanting in life and what drives them.  This statement starts where they are, and then defines where they hope to be. 

For example, consider this point of view statement for Fatima, described above:

Fatima

(The Persona)

wants to…

(understand why Christianity allows a woman to be more than just a wife and mother)

because…

(she wants to find peace about seeking a career.)

Having both a persona description and a point of view statement will help the team make decisions going forward.  As questions come up, decide what the persona would answer and allow that to guide the development of all the media plans and content.