So, we didn’t really discuss personas during the webinar today, but I did create two: The first, Meagen, is a 36-year-old attorney. She has a moderately high income, and enjoys travel, yoga, and outdoor activities. She is an introvert, is married to an engineer, and loves her dog, a goldendoodle. Meagen is a registered Democrat who leads a very active life. She’s a foodie who likes to explore, and she loves cities. Meagen values her family, her independence, her community, self-awareness, and information. I imagine Meagen as a listener to KWGS, our NPR news/info station.
The second is Andrew, a 55-year-old English professor at a local university. Andrew has a Ph.D and is married, and he and his partner have a 14-year-old daughter and two dogs. His income is moderate, and he enjoys dinner parties with friends, learning about wines, and hiking, and has taken a number of trips to U.S. national parks to hike and spend time in nature. Andrew values nature, the environment, and beauty. He values his tight-knit community of friends and family. When he was younger, he was more invested in current events and politics, but as he has matured (and over the course of the pandemic), he finds himself more drawn to things that bring a sense of calm and joy to his life. I imagine Andrew as a listener to KWTU, our 25/7 classical music station.
I think both of these personas think of themselves as independent thinkers, and will want to know that the action they take is making a difference. They’ll need to understand why it’s important to give. I think Meagen might respond to incentives (a cool thank-you gift, a big challenge), but not Andrew…so will need to make a strong case for him. I think Meagen is a big podcast listener, so will need to gently call to her attention that (HELLO!) she’s also listening to the station regularly as well. I think both would find the case that each station strengthens the community powerful.