Creating StudentBuyer Personas

What areStudent Buyer

Personas?

Personas are fictional, generalizedrepresentations of your ideal student.

They help you understand your student(and prospective students) better, andmake it easier for you to tailor contentto the specific needs, behaviors, and

concerns of different groups.

What areNegative

Personas?

Whereas a student person is a representationof an ideal student, a negative, or

"exclusionary", persona is a representation ofwho you don't want as a student.

How Can YouUse Personas?

At the most basic level, personas allow you topersonalize or target your marketing for

different segments of your audience.

For example, instead of sending the samenurturing emails to everyone on your list, youcan segment by student persona and tailor

your messaging according to what you knowabout those different student personas.

Creating StudentBuyer Personas

Student personas are created throughresearch, surveys, and interviews of your

target audience. That includes a mix of currentstudents, prospective students, and those

outside of your contact database who mightalign with your target audience.

Methods forDevelopingPersonas

Interview students (or parents) either in personor ever the phone to discover what they like

about your institutions or programs.

Look through your database to uncover trendsabout how certain contacts or students find

and consume your content.

When creating forms to use yon yourwebsite, use form fields that capture

important persona information.

Take into consideration your admissionsteam's feedback not the leads they are

interacting with most.

Olivia Chatham

Olivia is a marketing intern at SociallyIn and workswith the social media department. You can follow

her on twitter and instagram: @oliviachatham

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