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Defining personas for Cantilever

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In Cantilever, personas are a social media expert's secret weapon. Crafting content and engagement strategies tailored to specific user segments boosts engagement and conversions. By aligning analytics insights with these personas, social media efforts become dynamic and adaptive, ensuring a user-centric approach for Cantilever's online success.

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Persona 1: The Tech-Savvy Innovator - Alex (CEO)
  • Age: 40
  • Occupation: CEO of a tech company
  • Location: New York City, USA

Background: Alex is the forward-thinking CEO of a tech company in NYC, valuing innovation, efficiency, and staying at the industry's forefront.

Goals: Aspires to lead the company with the latest insights, seeking tips, and diverse points of view on managing and growing a tech-driven business.

Motivations and Frustrations: Motivated by technological innovation, strategic leadership, and a desire for continuous learning. Faces challenges navigating the dynamic tech landscape, ensuring ongoing innovation, and strategically leveraging technology for business growth.

Problems to Solve:

  • Scalable platform selection (CMS / CRM / Marketing Tech Stack)
  • Timeless vs. Trend decision-making
  • Getting business insights and marketing advantage from websites, data, and digital tools

Other Ingredients: Values include staying ahead in the tech industry and adapting to change. Challenges involve maintaining innovation and competitiveness.

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Persona 2: The Visionary Entrepreneur - Emma
  • Age: 35
  • Occupation: CEO of a B-to-B service provider
  • Location: Austin, USA

Background: Emma is the forward-thinking CEO of a startup in the B-to-B services sector, seeking innovation, growth, and a unique brand identity.

Goals: Aspires to establish her startup as a leader in the industry, requiring a website aligned with her vision and growth strategy.

Motivations and Frustrations: Motivated by innovation, strategic leadership, and a desire to continuously learn and adapt to ideally meet client needs. Faces challenges navigating the dynamic tech landscape, learning to cultivate ongoing technical innovation, and strategically leveraging technology for business growth.

Problems to Solve:

  • What to do first in establishing a digital presence
  • Needs vs. nice-to-haves in digital platforms and tools
  • Use of no-code options as an advantage vs. needing custom code
  • Getting business insights and marketing advantage from a website, learning about data and digital tools

Other Ingredients: Values technological innovation and strategic foresight. Challenges involve guiding a startup through complexities and making strategic decisions.

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Persona 3: The Strategic Marketer - Oliver (Marketing Manager)

Demographic Info:

  • Age: 38
  • Gender: Male
  • Occupation: Marketing Manager
  • Location: Chicago, USA

Background: Oliver is a seasoned Marketing Manager with a rich background in traditional marketing. He's responsible for driving the marketing strategy for his company, but he recognizes the need to embrace digital advancements.

Goals: Aspires to lead effective marketing campaigns that leverage the latest digital trends. Seeks a web design and development partner to enhance the online presence of the company and align it with modern marketing strategies.

Motivations and Frustrations: Motivated by the desire to modernize the company's marketing approach and stay ahead in the digital landscape. Frustrated by the challenge of integrating digital strategies seamlessly into the overall marketing plan.

Problems to Solve:

  • Connecting and measuring the stages of the lead-generation conversion funnel
  • Designing and activating first party data strategies
  • Analytics / Marketing Tech integrations
  • Understanding / fixing website performance issues to enhance marketing performance
  • Conversion Optimization Strategies
  • Getting business insights and marketing advantage from a website, learning about data and digital tools

Other Ingredients: Values expertise in digital marketing and seeks guidance on how web design can contribute to marketing success. Challenges include adapting traditional marketing knowledge to the ever-evolving digital realm and finding a reliable partner to bridge the gap.

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Persona 4: The Education & Communications Teams: Marketing & Communications Department - Alexis (Director of Communications)

Demographic Info:

  • Age: 40
  • Gender: Female
  • Occupation: Director of Communications
  • Location: Boston, USA

Background: Alexis is Director of Communications at a prestigious educational institution. She plays a vital role in student enrollment and is interested in building website that supports the schools’ needs across diverse Admissions, Advancement, Athletics, Communications / PR goals.

Goals: Aims to enhance the presentation of the overall institution and the specific Schools within it (i.e. School of Business, School of Nursing, Law Programs) as well as Sports Programs and areas of recognition (Awards / Grants / Pioneering Programs & Research). Seeks a web design and development partner to create an intuitive and user-friendly web platform that achieves the above goals and integrates with several legacy databases, CRMs, and single-purpose platforms.

Motivations and Frustrations: Creating an integration-friendly and modular website that is easily scalable and expandable, while supporting the varied and competing needs of a large university context.

Problems to Solve:

  • Making wise choices for new, scalable CMS / Platforms
  • Refining and evolving legacy websites for new uses
  • Integrating with legacy databases and single-purpose platforms (CRM / Fundraising / Admissions)
  • Integrating marketing technologies
  • Meeting Accessibility standards
  • Cloud hosting, CDN and Data Security issues (in conversation with IT Department)
  • Getting business insights and marketing advantage from a website, learning about data and digital tools

Other Ingredients: Values a user-centric approach and seeks solutions to improve the digital experience for both applicants and the admissions team. Challenges include optimizing the online admission workflow and ensuring data security.

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Persona 5: IT professionals - Morgan (Chief Information Officer)

Demographic Info:

  • Age: 50
  • Gender: Male
  • Occupation: Chief Information Officer (CIO)
  • Location: New York, USA

Background: Morgan is an experienced Chief Information Officer leading the IT strategy for a large corporation. With a wealth of experience, Morgan understands the critical role that technology plays in the success of the organization.

Goals: Aims to streamline and modernize the company's IT infrastructure. Seeks a web design and development partner to ensure that the company's digital presence is aligned with its strategic goals.

Motivations and Frustrations: Motivated by the desire to leverage technology for operational efficiency and business growth. Frustrated by legacy systems that hinder innovation and the challenge of keeping the organization's digital assets secure. Problems to Solve:

  • Platform Integrations
  • Cloud hosting, CDN and Data Security issues
  • Speed and performance optimization
  • Feature release strategies
  • Getting business insights and marketing advantage from websites, data, and digital tools

Other Ingredients: Values strategic partnerships with technology experts and seeks a web design partner that understands the complexities of large-scale IT environments. Challenges include integrating modern web solutions with existing systems and ensuring the security of sensitive data.

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Persona 6. The Impact-Driven - Taylor (Non-profit Leader)

Demographic Info:

  • Age: 45
  • Occupation: Executive Director of a Non-Profit
  • Location: Washington D.C., USA

Background: Taylor is the dedicated Executive Director of a non-profit organization committed to creating a positive impact in their community. With a background in social sciences, Taylor has a deep understanding of the challenges and opportunities in the non-profit sector.

Goals: Aims to amplify the organization's mission and reach through a compelling online presence. Seeks a web design and development partner with expertise in non-profit website design to effectively communicate the organization's values and impact.

Motivations and Frustrations: Motivated by a passion for social impact and a desire to enhance the organization's visibility. Frustrated by limited resources and the challenge of creating a website that effectively communicates the non-profit's mission and engages stakeholders.

Problems to solve

  • Preparing content and internal references for a narrative-driven web design to effectively communicate the non-profit's mission, impact stories, and goals.
  • Integration of Donation / Fundraising / CRM platforms
  • Design insights regarding features like donation forms, impact meters, and personalized user journeys for enhanced donor engagement.
  • Implementation of a user-friendly content management system.
  • Understanding ongoing maintenance and support needs and how to reduce the burden on the non-profit's internal resources
  • Training tips for teams to efficiently manage content
  • Implementation of analytics tools and custom dashboards to measure and showcase the non-profit's impact, ensuring transparency and stakeholder trust.

Other Ingredients: Values a partner that shares a commitment to making the world a better place. Seeks a web design expert with a deep understanding of the unique needs of non-profits, including effective storytelling and donor engagement. Challenges include finding a cost-effective solution that aligns with the non-profit's budget constraints while maximizing impact.