Persona Development Plan Rachel Hobbs Table of
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Persona Development Plan Rachel Hobbs Table of Contents Executive Summary Analysis of Primary and Secondary Target Analysis Venn Diagram Personas Sources Executive Summary Background: The North Face was founded in 1966 by two hiking
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01
Persona Development Plan
Rachel Hobbs<br>
Rachel Hobbs<br>
02
Table of Contents Executive Summary
Analysis of Primary and Secondary Target Analysis
Venn Diagram
Personas
Sources<br>
Analysis of Primary and Secondary Target Analysis
Venn Diagram
Personas
Sources<br>
03
Executive Summary Background:
The North Face was founded in 1966 by two hiking enthusiasts, Doug Tompkins and Kenneth Klopp. Their goal was to provide apparel to anyone who had a desire to explore and conserve nature. Soon they began manufacturing their own brand of mountaineering apparel and equipment. What started out as a local shop in California has turned into a global brand and business.
Products:
The North Face provides high performance apparel, equipment, footwear, and accessories for outdoor activities and exploration. The North Face brand covers anything from training to skiing and provides the necessary equipment and clothing for any climate.
Target Audience:
The North Face brand particularly attracts hard core thrill seekers who take adventure to a whole new level. This involves both men and women equally between 18-35 years old who fall in the middle-upper class. However recently, the brand has been attracting the regular day to day individuals who may go on an adventure periodically. This involves 20-30 year olds who are educated college graduates or students. Both groups may have different motivations for buying the brand, but they are loyalists none the less.<br>
The North Face was founded in 1966 by two hiking enthusiasts, Doug Tompkins and Kenneth Klopp. Their goal was to provide apparel to anyone who had a desire to explore and conserve nature. Soon they began manufacturing their own brand of mountaineering apparel and equipment. What started out as a local shop in California has turned into a global brand and business.
Products:
The North Face provides high performance apparel, equipment, footwear, and accessories for outdoor activities and exploration. The North Face brand covers anything from training to skiing and provides the necessary equipment and clothing for any climate.
Target Audience:
The North Face brand particularly attracts hard core thrill seekers who take adventure to a whole new level. This involves both men and women equally between 18-35 years old who fall in the middle-upper class. However recently, the brand has been attracting the regular day to day individuals who may go on an adventure periodically. This involves 20-30 year olds who are educated college graduates or students. Both groups may have different motivations for buying the brand, but they are loyalists none the less.<br>
04
Executive Summary Continued Social Media Marketing:
It’s no secret that the North Face has a large social media presence. Having over 3 million Facebook followers and over 100,000 Twitter followers, The North Face is always evolving their social media accounts. Although not surprisingly, The North Face has around 1.5 Million views on their YouTube channel which provides videos about explorations. Perhaps their large following comes from the fact that they don’t just offer photos and videos of the merchandise, but of real individuals using the clothing and equipment.
Social media Strategy:
The North Face does a great job of cross promoting their social media platforms. By Tweeting links to their Facebook page and vice versa they are able to increase the number of followers and stay relevant. They not only do this with Facebook and Twitter, but also their Instagram, YouTube site, and their Google+ page.
Creating Buzz:
One of the biggest buzz worthy techniques The North Face uses is in their videos which contain active individuals on gorgeous backdrops all while describing The North Face clothing they are using. This attracts those who want to live a healthy lifestyle which in turn makes the company a place of information on lifestyle choices.<br>
It’s no secret that the North Face has a large social media presence. Having over 3 million Facebook followers and over 100,000 Twitter followers, The North Face is always evolving their social media accounts. Although not surprisingly, The North Face has around 1.5 Million views on their YouTube channel which provides videos about explorations. Perhaps their large following comes from the fact that they don’t just offer photos and videos of the merchandise, but of real individuals using the clothing and equipment.
Social media Strategy:
The North Face does a great job of cross promoting their social media platforms. By Tweeting links to their Facebook page and vice versa they are able to increase the number of followers and stay relevant. They not only do this with Facebook and Twitter, but also their Instagram, YouTube site, and their Google+ page.
Creating Buzz:
One of the biggest buzz worthy techniques The North Face uses is in their videos which contain active individuals on gorgeous backdrops all while describing The North Face clothing they are using. This attracts those who want to live a healthy lifestyle which in turn makes the company a place of information on lifestyle choices.<br>
05
Executive Summary Continued Creating Community:
The North Face’s large social media presence helps them connect to their community. A major way this connection is strengthened is through their partnered online hub, Planet Explore. This site encourages families and individuals to get outdoors and be active. The site also does a great job of providing local events for individuals to attend locally.
Positioning:
The North Face positions itself by encouraging consumers to be active and go on explorations. When consumers buy merchandise, they feel more connected to a healthy lifestyle and not only feel the urge to be active, but to also encourage others around them.
Conclusion:
While it may be weird to some that The North Face does not market towards their secondary target market as much if any at all when compared to the primary target market, it is what makes The North Face the brand they are. They stay true to those who are passionate about the outdoors and conserving nature.<br>
The North Face’s large social media presence helps them connect to their community. A major way this connection is strengthened is through their partnered online hub, Planet Explore. This site encourages families and individuals to get outdoors and be active. The site also does a great job of providing local events for individuals to attend locally.
Positioning:
The North Face positions itself by encouraging consumers to be active and go on explorations. When consumers buy merchandise, they feel more connected to a healthy lifestyle and not only feel the urge to be active, but to also encourage others around them.
Conclusion:
While it may be weird to some that The North Face does not market towards their secondary target market as much if any at all when compared to the primary target market, it is what makes The North Face the brand they are. They stay true to those who are passionate about the outdoors and conserving nature.<br>
06
Analysis of Primary & Secondary Target Audience Secondary Target Audience:
20 to 30 Years Old
50% Male & 50% Female
Educated College Students/Graduates
Interested in outerwear that shows style and status Primary Target Audience:
18 to 35 Years Old
50% Male & 50% Female
Middle-Upper class
Interested in quality exploration gear<br>
20 to 30 Years Old
50% Male & 50% Female
Educated College Students/Graduates
Interested in outerwear that shows style and status Primary Target Audience:
18 to 35 Years Old
50% Male & 50% Female
Middle-Upper class
Interested in quality exploration gear<br>
07
Demographic Personas Personas with the NEED that
The North Face can satisfy Personas with enough MONEY to afford
The North Face Products Personas interested
in LEARNING
about
The North Face
Products Secondary Target audience Persona: Style Seeker
Type: Joiner Secondary Target audience Persona: Status Seeker
Type: Joiner Primary Target audience Persona: Hardcore Hiker
Type: Loyal Customer Primary Target audience Persona: Courageous Climber
Type: Connected Customer Primary Target audience Persona: Skilled Snow Skier
Type: Creator<br>
The North Face can satisfy Personas with enough MONEY to afford
The North Face Products Personas interested
in LEARNING
about
The North Face
Products Secondary Target audience Persona: Style Seeker
Type: Joiner Secondary Target audience Persona: Status Seeker
Type: Joiner Primary Target audience Persona: Hardcore Hiker
Type: Loyal Customer Primary Target audience Persona: Courageous Climber
Type: Connected Customer Primary Target audience Persona: Skilled Snow Skier
Type: Creator<br>
08
Personas Optimal Target Audience<br>
09
Skilled Snow Skier Name: Garrett
Type: Creator
Role: Technician “I love hands on activities, which is why I am a car technician. When I am not working I have to be outdoors preferably skiing. I grew up on the slopes and it is where I feel most myself. I like my ski gear to be different from the rest while still keeping a cool look about it.” Motivations:
Make money so I can ski often
Make enough money to be able to provide for my girlfriend so I can marry her
Provide for my dog Goals:
Wear clothing that makes me stand out in a good way
Find ski gear that is functional and that is durable Pain Points:
Can’t always find what I am looking for in the store
Clothing can be too mainstream for my taste
Online shopping results in paying for shipping Behaviors:
Constantly skiing
Relaxes with girlfriend
Takes dog on local hiking trails
Never sits still<br>
Type: Creator
Role: Technician “I love hands on activities, which is why I am a car technician. When I am not working I have to be outdoors preferably skiing. I grew up on the slopes and it is where I feel most myself. I like my ski gear to be different from the rest while still keeping a cool look about it.” Motivations:
Make money so I can ski often
Make enough money to be able to provide for my girlfriend so I can marry her
Provide for my dog Goals:
Wear clothing that makes me stand out in a good way
Find ski gear that is functional and that is durable Pain Points:
Can’t always find what I am looking for in the store
Clothing can be too mainstream for my taste
Online shopping results in paying for shipping Behaviors:
Constantly skiing
Relaxes with girlfriend
Takes dog on local hiking trails
Never sits still<br>
10
Hardcore Hiker Name: Michelle
Type: Loyal Customer
Role: Owner of Adventure Guide Tours “Owning a Tour Guide store has always been a dream of mine. Having a love for the outdoors and being in this profession, I am always on an adventure and need clothes that can keep up with me! There is nothing worse than not being prepared for what a trail might throw at you.” Motivations:
Make money so I can continue to hike
Provide my husband and I a healthy lifestyle
Clothing that will hold up is crucial
Functionality Goals:
Provide quality clothing for myself and my family
Spend what is needed for quality and functional gear Pain Points:
No nearby store front
Online shopping results in paying for shipping
Can’t feel fabrics durability online Behaviors:
Hikes with family in spare time
Takes vacations based on whether or not the trails for hiking are challenging
Constantly going<br>
Type: Loyal Customer
Role: Owner of Adventure Guide Tours “Owning a Tour Guide store has always been a dream of mine. Having a love for the outdoors and being in this profession, I am always on an adventure and need clothes that can keep up with me! There is nothing worse than not being prepared for what a trail might throw at you.” Motivations:
Make money so I can continue to hike
Provide my husband and I a healthy lifestyle
Clothing that will hold up is crucial
Functionality Goals:
Provide quality clothing for myself and my family
Spend what is needed for quality and functional gear Pain Points:
No nearby store front
Online shopping results in paying for shipping
Can’t feel fabrics durability online Behaviors:
Hikes with family in spare time
Takes vacations based on whether or not the trails for hiking are challenging
Constantly going<br>
11
Courageous Climber Name: Mike
Type: Connected Customer
Role: Financial Advisor “Being a financial advisor, it is hard to get my adrenaline pumping. I find it difficult to stay passionate about life when I am not thrill seeking or climbing. Finding outerwear that can transition from the office to outdoors can be hard to find. Buying outerwear that works for both allows me to save money for what I really love.” Motivations:
Must support my wife and kids
Make enough money to afford climbing gear for myself and family Goals:
Find clothing that is transitional
Spend more time with family Pain Points:
Wasting time on changing clothes from going to the office to outdoor activities
Online shopping results in paying for shipping Behaviors:
Climbs with family in spare time
Relaxes with family outdoors
Prefers casual days at the office<br>
Type: Connected Customer
Role: Financial Advisor “Being a financial advisor, it is hard to get my adrenaline pumping. I find it difficult to stay passionate about life when I am not thrill seeking or climbing. Finding outerwear that can transition from the office to outdoors can be hard to find. Buying outerwear that works for both allows me to save money for what I really love.” Motivations:
Must support my wife and kids
Make enough money to afford climbing gear for myself and family Goals:
Find clothing that is transitional
Spend more time with family Pain Points:
Wasting time on changing clothes from going to the office to outdoor activities
Online shopping results in paying for shipping Behaviors:
Climbs with family in spare time
Relaxes with family outdoors
Prefers casual days at the office<br>
12
Personas Secondary Optimal Target Audience<br>
13
Status Seeker Name: Josh
Type: Status Seeker
Role: Law Student “In the hopes of becoming a lawyer, it is important to me to stay fashionable and sophisticated. I am always looking for ways to climb the corporate latter in the law firm I work at now, so I must dress for the job I want. When I am not working, I am studying and hanging out with my fiancé.” Motivations:
Make money so I can provide for my future family
Further my career and status
Care for my fiancé Goals:
Be noticed for the brands I am wearing
Dress with sophistication and purpose Pain Points:
Hard to find outerwear that is casual but still has high status
Can’t decide how casual I should dress for classes Behaviors:
Enjoys spending time with fiancé
Hangs out with the guys
Loves to dress casually<br>
Type: Status Seeker
Role: Law Student “In the hopes of becoming a lawyer, it is important to me to stay fashionable and sophisticated. I am always looking for ways to climb the corporate latter in the law firm I work at now, so I must dress for the job I want. When I am not working, I am studying and hanging out with my fiancé.” Motivations:
Make money so I can provide for my future family
Further my career and status
Care for my fiancé Goals:
Be noticed for the brands I am wearing
Dress with sophistication and purpose Pain Points:
Hard to find outerwear that is casual but still has high status
Can’t decide how casual I should dress for classes Behaviors:
Enjoys spending time with fiancé
Hangs out with the guys
Loves to dress casually<br>
14
Style Seeker Name: Maddie
Type: Joiner
Role: Undergraduate Student “It is important to me to find clothing that is comfortable and that also adds style at the same time. Comfort and style are the two biggest factors for me. When I am not on campus in class or studying I am grabbing a bite to eat or hanging out with friends.” Motivations:
Raise my GPA
Make my family proud
Likes to be noticed for her style Goals:
Find clothes that are both comfortable and stylish
High quality clothing for a reasonable price
Graduate Pain Points:
Can’t always find clothing that is comfortable and also in style
No local storefront Behaviors:
Studies
Stays connected on social media platforms
Picky Dresser<br>
Type: Joiner
Role: Undergraduate Student “It is important to me to find clothing that is comfortable and that also adds style at the same time. Comfort and style are the two biggest factors for me. When I am not on campus in class or studying I am grabbing a bite to eat or hanging out with friends.” Motivations:
Raise my GPA
Make my family proud
Likes to be noticed for her style Goals:
Find clothes that are both comfortable and stylish
High quality clothing for a reasonable price
Graduate Pain Points:
Can’t always find clothing that is comfortable and also in style
No local storefront Behaviors:
Studies
Stays connected on social media platforms
Picky Dresser<br>
15
Sources Bunskeok, Krista. "The North Face: 5 Social Media Marketing Tips." Wishpond. Wishpond, 22 June 2015. Web. 22 Feb. 2017.
Enyeto. "The North Face - Infogram, Charts & Infographics." Create Infographics, Charts and Maps. Infogr.am, n.d. Web. 22 Feb. 2017.
Fulton, Megan. "The North Face." Prezi. Prezi, 6 Dec. 2012. Web. 22 Feb. 2017
"The North Face | Facebook." The North Face | Facebook. N.p., n.d. Web. 22 Feb. 2017.
The North Face. The North Face, A VF Company, n.d. Web. 22 Feb. 2017.
"The North Face." VFC. VF Corporation, n.d. Web. 22 Feb. 2017.<br>
Enyeto. "The North Face - Infogram, Charts & Infographics." Create Infographics, Charts and Maps. Infogr.am, n.d. Web. 22 Feb. 2017.
Fulton, Megan. "The North Face." Prezi. Prezi, 6 Dec. 2012. Web. 22 Feb. 2017
"The North Face | Facebook." The North Face | Facebook. N.p., n.d. Web. 22 Feb. 2017.
The North Face. The North Face, A VF Company, n.d. Web. 22 Feb. 2017.
"The North Face." VFC. VF Corporation, n.d. Web. 22 Feb. 2017.<br>