DanyaShea Digital Marketing offers target and niche market research, customer segmentation and user persona development. Use this template as a guide to create your own user personas and make savvy marketing decisions based on real consumer behaviors. This is a SAMPLE overview of services offered.

1. SCOUT TROOP DEN MOTHERS
Jackie Michaels
Female, Age 34
Hispanic/Caucasian
Some College
Married, Stay-at-Home Mom
3 Elementary-Aged Kids
Annual Household Income $55,000
Background
Jackie was raised in a middle middle-class family and is the second of four kids. She grew up doing scouts with her
siblings and had very active parents in the scout troop. Throughout high school Jackie could always be counted on to
help with whatever charitable event was going on, and she spent summers as a camp counselor through her teen
years and while attending the local junior college. Jackie finds great purpose and satisfaction as a den mother for her
children’s scout troops, and in serving on the school PTA board.
Demographics
34, Hispanic/Caucasian, F, stay-at-home mom, three elementary-aged children, some college, annual household
income of $55,000
Persona Type – Humanistic
So that she can stay home to raise her three children, Jackie is very conscientious about finances. She is very
relational, and so prefers to make decisions from an emotional place, rather than a logical one. She also likes to feel
confident about her choices, and doesn’t like to be rushed or pressured into things.
Role
Jackie is buying for herself, her three elementary-aged children, and her busy working husband. She is also a leader
in the scouts’ troops and PTA, so can influence group buying decisions as well.
Buying Habits
With Jackie, no penny goes unaccounted for. Though she is conscientious about expenditures, she knows how to
splurge at the right time to get a great deal. Jackie also never pays full price.
Media Consumption
With running a full house, and parenting three active children, Jackie doesn’t have much time for media. She may
spend 1 to 2 hours per day online doing emails, keeping up with friends on a social network, or making a purchase.
She rarely has time for television, and can’t handle the distraction of a mobile device. She is known to always have
the radio going in the background with great, upbeat tunes. Her primary source for media is in her home on a rather
outdated PC.
Conversion Goals
For Jackie, a successful primary call to action would be SHOP & COMPARE. This appeals to her desire to make
deliberate financial choices, and also helps her justify the expense. A good secondary call to action would be GET
FREE CAMPING TIPS. This appeals to her thrifty side, and lets her make the most of her limited time online.