Project 1
Project 1
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Project instruction:
Project instruction:
As a digital marketer for an online bedding and home goods store, you’re helping to create customer personas for an upcoming campaign. Your team has collected customer data for their target audience using market research, analytics, and survey questions.
When customers were asked what they cared about most when purchasing bedding online, your team noticed certain trends in the responses. The majority of customers were concerned either with the cost or variety of the bedding available. Your team has already begun to create personas that reflect each of these groups:
Persona 1 is the Budget Buyer. Their main goal is to purchase bedding that doesn’t cost too much money.
Persona 2 is the Variety Shopper. Their main goal is to find the exact bedding they want by choosing from a wide selection of colors, fabrics, and patterns.
Your task is to complete the personas using a sampling of data from 11 customers. To do this, you will first record the concerns of each persona. Then, you will identify demographic patterns in this data, including age, location, household, and education. Finally, you will describe possible barriers that might prevent each persona from reaching their goal.
2.An agency hired to do marketing for Great Grounds, a small, regional chain of coffee shops based in the Northeast United States. Founded in 1976, Great Grounds sells premium, craft coffee that is roasted by hand daily and freshly brewed to order. For the past two years, they have been voted “Best coffee in the Northeast” by The Northeastern Times.
In order to increase sales on weekday afternoons, Great Grounds is offering a “buy one drink, get one free” deal to customers who purchase between the hours of two and four, Monday through Friday. Your agency has recently hired a marketing intern, and you’ve asked them to begin developing a responsive display ad campaign for this promotion. You’ve provided them with a template to fill out, and now you need to review their work. Considering creative best practices for developing effective responsive display ads, you will evaluate their work and offer suggestions for improvement.
Responsive display ads should include five short headlines and one long headline
Responsive display ads should include five descriptions
Responsive display ads should include five images
Feedback on the short headlines and long headline
Additional headlines so that there are five short headlines and one long headline total
Feedback on the descriptions
Additional descriptions so that there are five descriptions total
Feedback on the images
Titles and slide numbers of additional images so that there are five images total
TASK 1.create two customer personas for an e-commerce business by identifying patterns in customer data.
TASK 1.create two customer personas for an e-commerce business by identifying patterns in customer data.
TASK 2.Evaluate assets for responsive display ads and suggest how to optimize them based on creative best practices.
Explanation Of Task 1:
Persona 1 - The Budget Buyer
Persona 1 - The Budget Buyer
Name: This persona uses the name of one of the survey respondents (Raj) who matches most of the Budget Buyer characteristics.
Age: Raj’s age (27) is within the main age range of customers who care most about cost.
Location: Raj lives in the suburbs because that’s where most Budget Buyers reside.
Education: Raj is college educated because Budget Buyers tend to be college educated.
Household: Budget Buyers are typically younger than Variety Shoppers, so they tend not to have partners, spouses, or children.
Barriers: Raj is a Budget Buyer, so he wants to purchase bedding that doesn’t cost too much. But he’s concerned that his budget might limit his options. Since he can’t examine the bedding in person before purchasing it, he also wonders if the quality is really as high as it seems online.
Persona 2 - The Variety Shopper
Persona 2 - The Variety Shopper
Name: This persona uses the name of one of the survey respondents (Malena) who matches most of the Variety Shopper characteristics.
Age: Malena’s age (44) is within the main age range of customers who care most about variety.
Location: Malena lives in a city because that’s where most Variety Shoppers reside.
Education: Malena is college educated because Variety Shoppers tend to be college educated.
Household: Malena is part of a multi-person household because Variety Shoppers are often partnered or married and have 1–2 children.
Barriers: As a Variety Shopper, Malena wants to be able to select from a wide range of options for themselves, their partner, and children. But they don’t know if they’ll be able to find everything they need in one place. Even if those options are available, it might be hard to find them if there aren’t enough sorting options on the website.
Explanation of task 2:
Feedback on where the short headlines and long headline do not meet creative best practices
Headlines should:
be written in sentence case
include no more than 30 characters each for short headlines and 90 characters each for long headlines
demonstrate the brand or product’s value
stand alone without the support of a description
describe any promotions or special offers
tell customers what to do
Two additional short headlines written to the criteria listed above
Feedback on where the descriptions do not meet creative best practices
Descriptions should:
be written in sentence case
include no more than 90 characters each
complement the headlines
explain the product or service’s value clearly
explain in more detail why customers should trust the brand
list ratings and reviews
One additional description written to the criteria listed above
Feedback on where the images do not meet creative best practices
Images should:
be high quality and have a strong visual focus
make the product or service the focus of the image
support the main point of the ad
not include a logo, text, or button overlay
have a background that suits the product
not be blurry, skewed, or use excessive filters
The titles and slide numbers of two additional images that meet the criteria listed above
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