Now that you’ve conducted the research and better understand your ideal students and families from Part 1, it’s time to develop your prospect family persona.  Following is a list of the elements that should be included.

How to create your personas

Document what you have learned, and use this information to create your personas. You may have one, or you may have several. Each persona should be unique to reflect that particular student or family type, but it should always map back to your school’s mission statement.

In order to create the actual personas, follow these steps:

  1. Name your personas. This is usually something catchy that will help you remember the details of the persona in an instant, such as Studious Sue for a student, or Caring Carlsons for a family persona.
  2. Find pictures to represent the personas.
    • Images will also help you remember the details about each persona.
  3. Create a story about the student’s daily life
    • Include their school, family and other activities and interests, such as how they spend their free time.
  4. Describe their values and goals.
  5. Describe their worries and concerns.
  6. List their motivations.
  7. Identify personal attributes
    • Include demographics, socio-economic status, and geography.

Now compile this information into one-page personas in an easy-to-scan format, perhaps with bulleted lists or bold subheadings that make the personas easy to comprehend at a glance. To help you get started, here is an example of a prospect family persona:

Prospect family persona Ravenna image

 

With the personas in hand, share your information. Make sure everyone on the review committee understands who the ideal students are and how to use the profiles. Also reiterate the benefits of the Prospect Family Persona. Eventually your personas should become the basis for your marketing too, as you create messaging targeted to these ideal students and families.

With the personas in hand, share your information. Make sure everyone on the review committee understands who the ideal students are and how to use the profiles. Also reiterate the benefits of the Prospect Family Persona. Eventually your personas should become the basis for your marketing too, as you create messaging targeted to these ideal students and families.

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