Creating customer personas | Good Grade Guarantee!
21650 Positioning & Promoting EventsSpring 20191Assessment 1: Creating customer personas (Individual)The BriefAn event’s customer persona is a fictional person who represents the event’s customers. It isbased on real customers and extensive research. Having a deep understanding of the event’scustomer persona(s) is critical in delivering marketing content that will be most relevant anduseful to the event’s audience.This task requires you to create a customer persona for an event. During the first tutorial inweek 2, you will be given a list of events. Choose one event from the list. Undertake extensiveresearch about the event and its existing customer groups. Select one group of customersthat have the most value for the event, and create a profile of a single individual whorepresents and is a perfect example of the whole group. Provide two (2) practical marketingrecommendations to the event marketing manager to better target the persona and thecustomer group it represents.Note that the event you choose to work on in assessment 1 will be the same event you willfocus on in the following two assessments in this subject. It will also be the basis of forminggroups in assessment 3. There will be a limit on the number of students choosing each event;inform your tutor of your choice once you have selected your event.This assessment has two components; a report and an infographic (customer persona card):1. Report – You report will focus on how you decided on and developed the customerpersona. It will include the following sections:NOTE: An executive summary is not required.• Introduction: Include background information about the event and who it is intended for,the objective(s) of the report, and what will be included in the report.• Methodology: Describe the research method you undertook to understand the event’scustomers and develop the persona. Did you mainly use secondary sources of data (e.g.event website, industry reports, IBISWorld, the Australian Bureau of Statistics, Helix data,etc.) or did you manage to collect data by undertaking interviews with past attendees?Provide details in each case.• Findings/insights: On the basis of the research you undertook, explain who the event’sexisting customer groups are. Which group will be the focus of your report and why? Whatare the main characteristics of this group? In detail, introduce the persona by creating a21650 Positioning & Promoting EventsSpring 20192thorough identity and background. Discussing its demographic information such as age,education, job title, ethnicity, family status, etc.; lifestyle; special interests; attitude tolife/entertainment; likely motive(s) to attend the event; benefits sought from attendingthe event; sources of information used/trusted; what would enhance their eventexperience, or detract from it; and any other relevant information. Provide supportingevidence to substantiate the claims you make.• Recommendations: Provide two (2) practical marketing recommendations to the eventmarketing manager to better target this customer persona and the customer group itrepresents. Ensure the recommendations are specifically linked to the developed personaand its characteristics, and are specific, practical, and relevant. Your choice of marketingrecommendations must be fully supported by evidence from industry data regarding yourpersona’s profile and its habits/interests, etc.NOTE: A conclusion section is not required. However, ensure to include a few concludingsentences at the end of the report.• Reference list: Draw on a minimum of 5 references from academic/industry/mediasources.2. Infographic (customer persona card) – In one page only, create a profile card for thedeveloped persona. Make the persona more personable by giving it a name and a photo.The persona card will be based on the information presented about your customerpersona in the report and is a summary of the findings/insights section of the report.There is no specific template to follow, but be creative in how you present the personacard so that it concisely communicates the most valuable information about yourcustomer persona. The infographic will be evaluated based on content and visualcomposition (refer to marking criteria).21650 Positioning & Promoting EventsSpring 20193Details:• Format: Report. Review the UTS Business School Writing Guide. Use at least 1.5 linespacing; 12 point font; and have as a minimum, 3cm left and right margins.• Weighting: 30%• Due date: Thursday 22 August by 9pm (Week 5)• During the first tutorial in week 2, you will be given a list of events to choose from. Theevent you choose for assessment 1 will be the same event you focus on for the remainingassessments in this subject. It will also be the basis of forming groups in assessment 3.• Word length: No more than 1200 words for the report (excluding reference list). Anythingabove the specified word count will not be read/marked. The persona card does nothave any word limit but has to be presented in one page.• Submit your work as a single WORD document and electronically through Turnitin.Present the customer card/infographic on the page after the report.• A signed Assignment Cover Sheet must be included in your submission.• Late assignments submitted without an extension will incur a penalty of 10% per daybased on the total value of the assignment. Assignments submitted more than 5 days latewill receive a mark of zero (0).21650 Positioning & Promoting EventsSpring 20194Marking guide
Creating customer persona (30%)
Pass → Credit
Disc → High Disc
Extent to which the report addressesthe content requirements evidencedthrough research undertaken (10marks)
The content requirements are inadequate and/orincorrect. Limited research is undertaken,evidenced through:– Limited knowledge of the event and itsexisting market– Incorrect and/or inadequate detail about theresearch method undertaken– Limited and/or incorrect insight andassessment about the customer persona– Recommendations are not marketing relatedor linked to the customer persona. They arenot specific, practical, relevant.
The content requirements are somehow adequateand/or correct. Some research is undertaken,evidenced through:– Acceptable knowledge of the event and itsexisting market– Somehow correct and/or adequate detailabout the research method undertaken– Somehow acceptable/correct insight andassessment about the customer persona– Recommendations are not always marketingrelated or linked to the customer persona.They are not always specific, practical,relevant.
The content requirements arecomprehensive and correct. Extensiveresearch is undertaken, evidenced through:– Sound knowledge of the event and itsexisting market– Absolutely correct/adequate detailabout the research method undertaken– Acceptable/correct insight andassessment about the customerpersona– Recommendations are all marketingrelated and linked to the customerpersona. They are specific, practical,relevant.
The content and visual compositionof the customer persona card (10marks)
Content:– Ideas do not follow an organized and logicalflow– The information is not accurate or consistentwith the reportVisual composition:– The layout is cluttered and lacks anorganized flow of images and text– Appalling use of color and design– Overall design lacks any originality andcreativity
Content:– Ideas follow a somehow organized and logicalflow– The information is somehow accurate, andconsistent with the reportVisual composition:– The layout is somehow cluttered with asomehow organized flow of images and text– Acceptable use of color and design– Overall design is somehow original andcreative
Content:– Ideas follow an organized and logicalflow of ideas for maximum narrativeimpact– The information is absolutely accurate,and consistent with the reportVisual composition:– The layout is compelling anduncluttered with a well-organized flowof images and text– Outstanding use of color and design– Overall design is original and creative
21650 Positioning & Promoting EventsSpring 20195
Writing quality (5 marks)
Report or persona card are of very poor writtenquality, lacking in clarity and logical structure;numerous major errors of sentence structure,spelling, grammar, or punctuation. The style ofwriting does not facilitate effectivecommunication.
Report or persona card are of satisfactory writtenquality, adequately expressed and logicallystructured; some minor errors in sentencestructure, spelling, grammar, or punctuation. Thestyle of writing generally facilitates effectivecommunication.
Report and persona card are very wellwritten. Clearly expressed and logicallystructured; no errors in sentence structure,spelling, grammar, or punctuation. The styleof writing facilitates communication.
Referencing (5 marks)
Fails to meet minimum requirement of 5references. Many errors in the application of theHarvard UTS referencing style for both in-textcitations and the reference list.
Meets minimum requirement of 5 references.Follows most of the Harvard UTS referencing stylefor both in-text citations and the reference list,with a few minor errors.
Exceeds minimum requirement for numberof references. Follows with completeaccuracy the Harvard UTS referencing stylefor both in-text citations and the referencelist.
Overall grade and comments
QUALITY: 100% ORIGINAL – NO PLAGIARISM.
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