Project One – Create Buyer Personas1
This assignment will require approximately two weeks to complete. The due date for this assignment is Week 4, 11:59pm Sunday. The Departmental Late policy for late submissions is found in the Grading Information area of your syllabus.
The rubric including all grading criteria is found within this assignment. Be sure to review the rubric before, during, and after your project to ensure you address all criteria.
After successfully completing this assignment, you should be more confident in your ability to recognize the various factors that influence consumer behavior in the buying process. You also should understand how marketers form insights and make decisions using research including customer data, environment scanning, and other forms of market intelligence.
Your marketing firm, MRKT600, has been approached by a client, Best, Inc. a boutique fitness company about to launch its first location. Best will offer an upscale gym and personal training experience for fitness fans who aim to achieve their personal training goals.
Your firm has a reputation for its insightful consumer research. The partners of Best, Inc. have hired your firm to create its first two customer personas, known in marketing as a buyer persona.
Best was founded by three former college athletes, two male and one female, seeking to capitalize on the boutique fitness craze. 4 The partners have secured funding for their first site. They are considering a spot in an outdoor mall in the Largo, Maryland area. The site already has one fitness business offering high-end cycling classes – but no personal training gym experience. Best plans to offer all-access memberships about $200/month and classes in the $30-$40/class range. Site preparation and equipment is an expensive investment. So, before they place any equipment order the partners wish to identify the most likely fitness customers they would attract and those customers’ needs.
To get started your boss has recommended several sources to use for guidance. They appear in the section below marked “Additional Resources.”
The Best, Inc. clients have requested TWO buyer personas. You have been assigned to create one male persona and one female persona for Best.
You’ll read How to build a buyer persona (Hootsuite, 2018) from the Resources section of this document to get a sense of what a buyer persona is and how to complete this task.
Your task is to complete two buyer personas, one male & one female, that would be appropriate given what is known about Best, Inc. and the boutique fitness industry.
Your buyer personas must include the following items/sections (Adapted from Hootsuite, 2018).
From the Scenario section you have a basic understanding of Best, Inc. and what the firm might offer.
Since Best, Inc. is a firm that is not yet launched, it has no actual customers. Therefore you must rely on secondary research to create your buyer personas. Your boss has suggested you read two very recent articles on the boutique fitness industry and use a market demographics software that many marketers use called “Esri” – it’s mentioned in one of the articles – to hone in on the local market.
First, read How to build a buyer persona (Hootsuite, 2018) from the Resources section of this document to learn how to build your personas. Remember, your buyer personas must include the items/sections mentioned above to meet expectations.
Read, The boutique fitness boom (Rossman, 2019) and Why F45 is the fastest-growing fitness franchise (Raphael, 2019) to get a sense of the consumer trends in this field.
Then, do some demographic market research using Esri software.
5 Adapted from the ANA Buyer Persona Template.
You are encouraged to do additional research to improve your personas. You may add additional fields, images, etc. The more detailed your personas, the more valuable they will be to the client.
Assignment is to be formatted as a professional presentation, rather than an academic document. Display the results your work in a PowerPoint® presentation using this guide.
Follow this format for your slide deck.
In the slide notes section of each PowerPoint® slide, provide written narration of what you would say when presenting this slide to the client. This is the place to share your research notes. Research notes should be written in narrative form, as you would explain to the client.
Including an images in each persona is encouraged. The source of any images you use must be cited on the reference list. A reference list slide in APA format is required. See the Writing Resources section for how to format the reference list in APA.
It is reasonable to expect that your presentation will be about 10 slides (not including title and reference pages).
Writing tutoring is available, free of charge, for support in developing your written communication skills. See Course Resources > Writing Tutor Registration for details.
The APA reference list video (<10 min) is about formatting the reference list. It also looks at several different types of references – all from online sources – and how to cite those in APA format.
|Good – Very Good
|Fo C||Content – Possible points: 80|
|Buyer Persona Demographic Description (Name, age, title, location, income, relationship status)||Highly engaging & appropriate set of robust demographic profile description for buyer persona.
Buyer persona demographic data is complete and creatively presented.
Specific demographic data is highly appropriate to situation presented in the scenario.
|Appropriate set of demographic profile description for buyer persona. Contains all required fields.
Buyer persona demographic data is complete and well presented.
Specific demographic data is appropriate to situation .
|Demographic profile description for buyer persona unclear or confusing.
Buyer persona demographic data is incomplete or confusingly presented.
Specific demographic data is not appropriate to situation.
|Items of demographic profile description missing for buyer persona.
Buyer persona demographic data is missing items or presentation is incomplete.
Specific demographic data is inappropriate to situation .
|20 – 18||17.99 – 16||15.99 – 14||Under 14|
Buyer Persona Background, Goals & Summary (Sports history, workout habits, training goals, pain points, summary)
Application of Critical Thinking
Application of Analytic Skill
|Includes highly appropriate examples of relevant history, habits and behaviors.
References to potential pain points is outstanding.
Summary of buyer persona is exceptionally appropriate in level of detail and goes beyond requirements.
Strong evidence of critical thinking in assembling background, goals & summary for buyer persona.
Strong evidence of analytical skill in assembling demographic profile for buyer persona.
|Includes examples of relevant history, habits and behaviors. May need more information and/or support.
References to potential pain points is appropriate, but may need more information and/or support.
Summary of buyer persona includes necessary information. May need more support.
Some evidence of critical thinking in assembling background, goals & summary for buyer persona.
Some evidence of analytical skill in assembling
|Examples of relevant behaviors may lack clarity.
References to potential pain points may lack clarity.
Summary of buyer persona may lack clarity or be missing important information.
Lower level evidence of critical thinking in assembling background, goals & summary for buyer persona.
Lower level evidence of analytic skill in assembling profile.
|Examples of relevant behaviors may be missing.
References to potential pain points may lack clarity.
Summary of buyer persona may be missing.
Less evidence of critical thinking in background, goals & summary for buyer persona.
Profile appears to have assembled with little application of analysis.
|60 – 54||53.99 – 48||47.99 – 42||Under 42|
|Total Content||80 – 72||71.99 – 64||63.99 – 56||Below 56|
|Communication||–||Possible points : 20|
|Form, Format & Writing||Exceptional professional presentation.||Professionally presented.
Effective use of text to convey content.
Cover slide may need more information. Overall, writing meets graduate standards.
Fewer than 5 errors in spelling, punctuation, grammar, and/or sentence structure.
Few errors in the proper use of citations (APA format)
|Presentation needs improvement.
Text less effective to convey content.
Cover slide lacks clarity. Overall, writing does not meet graduate standards.
Overall, unacceptable number of errors in spelling, punctuation, grammar, sentence structure.
Reference list not properly used (APA format)
|Not professionally presented.
Text not effective to convey content.
Cover slide does not accurately describe scope & contents.
Overall, writing does not meet graduate standards.
Unacceptable number of errors in spelling, punctuation, grammar, sentence structure.
No reference list or no attempt to
apply APA format.
|Presentation includes effective creative use of images and graphics to convey content.|
|Cover slide appropriate to scope & contents.|
|Overall, graduate level writing is reflected throughout, including accurate spelling, punctuation, grammar, and sentence structure.|
|All sources and images are identified and cited properly in the reference list (APA format)|
|20 – 18||17.99 – 16||15.99 – 14||Below 14|
|Content Points + Comm Points = TOTAL Grade|
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