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Marketing Part 3 - Creating Your Customer/Buyer Persona

Basics

  • Project TitleMarketing Part 3 - Creating Your Customer/Buyer Persona
  • Employer SiteTufts Venture Accelerator
  • Submitted By (Teacher Name)Michele Harney
  • SchoolSomerville High
  • Brief Description and RationaleClearly and accurately identify the lesson or unit`s main components and connection to the workplace. Describe how students will benefit from this lesson after high school. This is a statement or statements that make real-world connections and that can be made to students and other stakeholders.
  • Grade Level9-12
  • Materials / Resources-Internet connection
    -Computer or mobile device
    -Persona Letters for anticipatory part of lesson
    -Comic - Pirate Ship from Discipline Entrepreneurship, Aulet, p. 50
    -Why Are Buyer Personas an Important Part of your Inbound Strategy? Video (HubSpot)
    -How to Create A Buyer Persona Video (HubSpot)
    -Presentation - Buyer Persona Example & Template
    -Creating Buyer Personas Presentation
    -Customer/Buyer Persona Jigsaw Activity Worksheet
    -Project: Create Your Own Customer/Buyer Persona(s)
    -Customer/Buyer Persona Project Grading Rubric
    -Test: Customer/Buyer Personas
    -Test: Customer/Buyer Personas (key)
  •  /project727_5536/Comic Pirate Ship.jpg

    View/Download File: Persona Word Letters (cut out)

    Web Link: Why Are Buyer Personas an Important Part of Your Inbound Strategy? Video

    View/Download File: Transcript for HubSpot Videos

    View/Download File: Presentation - Buyer Persona Example & Template

    View/Download File: Creating Buyer Personas Presentation

    View/Download File: Customer/Buyer Persona Jigsaw Activity Worksheet

    View/Download File: Project Create Your Own Customer/Buyer Persona(s)

    View/Download File: Customer/Buyer Persona Project Grading Rubric

    View/Download File: Test - Customer/Buyer Personas

    View/Download File: Test - Customer/Buyer Personas (key)

    Web Link: How to Create a Buyer Persona Video

    View/Download File: A Marketers Template for Creating Buyer Persona PowerPoint

  • Duration of lesson1-2 45 minute lessons
  • Key Vocabulary / Word WallSee attached Vocabulary List and key.
  •  

    View/Download File: Customer/Buyer Persona Vocabulary Sheet

    View/Download File: Customer/Buyer Persona Vocabulary Sheet (key)

  • Pre-Requisite KnowledgeBasic marketing concepts
  • Strategies to promote equity-Refer to each student‘s individual IEP (if applicable) and adhere to the requirements
    -Adapt the reading level of assignments, amount of assignments, and/or criteria for assessments
    -Highlight critical information and vocabulary that is needed for the lesson
    -Provide lesson materials and resources in advance
    -Allow students to take notes in the student worksheet online or on paper
    -Allow students to choose alternative assessments
    -Provide extended time for assignments and assessments
    -Simplify written and oral directions
    -Use both audio and visual presentations
    -Incorporate technology to provide access to all class materials
    -Allow wait time for oral and written responses

    For EL populations:
    -Provide opportunities to work in groups
    -Allow the use of bilingual dictionaries or electronic translators
    -Provide access to native language materials when possible
    -Provide opportunities in the class for students to listen, speak, read, and write
    -Provide native language support
  • Instructional ObjectivesStudents will be able to:
    -Define common customer/buyer persona vocabulary
    -List the steps necessary to create a customer/buyer persona
    -Explain how personas are used and are beneficial for a business
    -Analyze & critique customer personas for various businesses
    -Create a customer persona for their proposed teen-based business

Lesson #1

  • Lesson Plan 1 TopicMarketing Part 3 - Creating Your Customer or Buyer Persona
  • Lesson plan 1 objectivesStudents will be able to:
    -Define common customer/buyer persona vocabulary
    -List the steps necessary to create a customer/buyer persona
    -Explain how personas are used and are beneficial for a business
    -Analyze & critique customer personas for various businesses
    -Create a customer persona for their proposed teen-based business
  • Anticipatory set or lesson opening (to activate students` prior learning or draw student interest or involvement)As students enter the room pass out a packet of cut out letters that spell the word PERSONA. Direct students to form the word. If they think they have the correct order, ask them to call you over to check rather than saying it out loud. If correct, ask student to look up the definition. Alternatively, you could project the letters in random order on the SMARTboard.

    Or

    Display the attached Comic from Bill Aulet‘s Disciplined Entrepreneurship book, p. 50. This image depicts a pirate looking ashore at a group of vague stick figure people saying " I can generally see them and describe them to you but they are not in completely clear focus yet". There is also a caption at the bottom that says: "Start by beginning to define your customer with a target customer profile". Ask students to share their ideas with an "elbow" partner about what this might mean in relation to marketing and customers. Student can share in a variety of ways: sticky notes on a board, online collaboration tool, write on the white board, dictate for the teacher to add to a document that is projected on the board, and more.
  •  /project727_5536/Comic Pirate Ship.jpg

    View/Download File: Persona Word Letters (cut out)

  • Direct InstructionHandout Customer/Buyer Persona Vocabulary Worksheet. Direct student to fill in the definitions as they are brought up in class.

    Videos (transcript attached), Discussion, & Online Quiz (optional)

    -Play the video Why Are Buyer Personas an Important Part of Your Inbound Strategy? (source: HubSpot https://app.hubspot.com/academy/8109120/lessons/305/1646)

    -Facilitate a group discussion

    -Play the video How to Create a Buyer Persona (source: HubSpot https://app.hubspot.com/academy/8109120/lessons/305/1647)

    -Continue group discussion.

    -An alternative could be to lead students through HubSpot‘s Create a Buyer Persona slide presentation and facilitate discussion. (Source: HubSpot)

    -Optional - direct students to take the Online Quiz (source: HubSpot, https://app.hubspot.com/academy/8109120/lessons/305/1642)

    or offer a paper-based or Google Form option.

    -Continue the group discussion.

    -Present slides: A Marketer‘s Template for Creating Buyer Persona‘s (adapted from HubSpot). Provide the link for student‘s to modify the template for their own use if desired.
  •  

    Web Link: Why Are Buyer Personas an Important Part of Your Inbound Strategy? Video

    Web Link: How to Create a Buyer Persona

    Web Link: HubSpot Buyer Persona Lesson Online Quiz

    View/Download File: Transcript for HubSpot Videos

    View/Download File: Presentation - Buyer Persona Example & Template

    View/Download File: Creating Buyer Personas Presentation

    Web Link: Creating Buyer Personas Presentation

    View/Download File: Customer/Buyer Persona Vocabulary Sheet

    View/Download File: Customer/Buyer Persona Vocabulary Sheet (key)

    View/Download File: A Marketers Template for Creating Buyer Persona PowerPoint

  • Guided PracticePART ONE - Jigsaw Activity:

    -Separate students into groups of 4.
    -Direct students to read 1 of the following 4 articles and fill out the Customer/Buyer Persona Jigsaw Activity Worksheet:
    1. Do‘s and Dont‘s of Creating 10 Perfect Persona Examples (source: LeadQuizzes, Asia Francisti, https://www.leadquizzes.com/blog/dos-and-donts-of-creating-10-perfect-persona-examples/)
    2. How to create a Buyer Persona (Includes Free Persona Template) (source: Hootsuite, Christina Newberry, https://blog.hootsuite.com/buyer-persona/)
    3. Here Are 10 Buyer Persona Examples to Help You Create Your Own (Source: Alexa Blog https://blog.alexa.com/10-buyer-persona-examples-help-create/)
    4. How to Create a Detailed Buyer Personas for Your Business (source: HubSpot, Pamela Vaughan, https://blog.hubspot.com/marketing/buyer-persona-research)

    -Ask students to take notes when their group member‘s describe their articles. Also, direct student attention to the center circle of the guide where they can note and common themes as well as new vocabulary.
    -Rotate throughout the room as students are sharing their readings.

    PART TWO - Analyze & critique the customer/buyer personas of famous companies
  •  

    View/Download File: Customer/Buyer Persona Jigsaw Activity Worksheet

  • Independent Practice/Differentiated ActivitiesStudents will create a buyer persona for a teen-based company of their choosing. Attached please find the following:
    -Project: Create Your Own Customer/Buyer Persona(s)Sheet with links to resources
    -Grading Rubric - for self & teacher evaluation
  •  

    View/Download File: Project Create Your Own Customer/Buyer Persona(s)

    View/Download File: Customer/Buyer Persona Project Grading Rubric

  • Reflection on Employability SkillsMA VOCATIONAL TECHNICAL EDUCATION FRAMEWORKS
    Strand 4: Employability and Career Readiness

    4.B Communication in the Workplace
    4.B.01 Demonstrate appropriate oral and written communication skills in the workplace.
    4.B.01.01 Communicate effectively using the language and vocabulary appropriate to
    a variety of audiences within the workplace including coworkers,
    supervisors and customers.
    4.B.01.03 Demonstrate professional writing skills in work-related materials and
    communications (e.g., letters, memoranda, instructions and directions,
    reports, summaries, notes and/or outlines).
    4.B.01.04 Use a variety of writing/publishing/presentation applications to create and
    present information in the workplace.
    4.B.01.05 Identify, locate, evaluate and use print and electronic resources to resolve
    issues or problems in the workplace.
    4.B.01.06 Use a variety of financial and data analysis tools to analyze and interpret
    information in the workplace.
  • Lesson ClosureWhole/small group share out
  • Summative/end of lesson assessmentSee attached multiple choice test and answer key.
  •  

    View/Download File: Test - Customer/Buyer Personas (key)

    View/Download File: Customer/Buyer Personas Test

  • References / Resources / Teacher Preparation-References are noted in each section.
    -Resources are attached in corresponding section of the lesson and in the Materials/Resources section.
    -Teacher should thoroughly read the lesson plan and prepare materials before delivering the lesson.

Recommended Strategies / Instructional Techniques

  • Reading StrategiesActive reading techniques for use with the article should be reviewed with students. Some to point out could be:
    ● Annotating - marking and highlighting
    ● Making connections
    ● Previewing
    ● Skimming
    ● Summarizing
    ● Questioning
    ● Re-Reading
    ● Thinking about prior knowledge
    ● Paraphrasing
  • Multimedia/Visual Strategy (f.e. slides)-Various slide presentations
    -Videos
  • Graphic organizers or handouts-Customer/Buyer Persona Jigsaw Worksheet
    -Customer/Buyer Persona Vocabulary Sheet
    -Create Your Own Customer/Buyer Persona(s) Project guidelines with links to resources
  • Writing Strategies-Customer/Buyer Persona Jigsaw Worksheet
    -Customer/Buyer Persona Vocabulary Sheet
    -Persona Creation Project
  • Speaking and Listening Strategies-Turn and Talk with "elbow" partner about anticipatory comic
    -Customer/Buyer Persona Jigsaw Activity
    -Whole group discussion
  • Family: Any opportunities to involve parent/guardians and other family members in this project?-If any family members work in business or marketing, they could be asked to come in to speak to the class about this topic.

    -Students could be asked to show a family member their customer/buyer persona and have them make comments. The family member may have additional insights that should be considered. A signature from the family member could be required.


Frameworks / Skills

  • VTE Strand 5 - Management and Entrepreneurship
    5.A.01
    Demonstrate an understanding of the practices required to start a business.
    (VTE Strand 5 - Management and Entrepreneurship)
  • VTE Strand 5 - Management and Entrepreneurship
    5.B.01
    Demonstrate an understanding of managing a business.
    (VTE Strand 5 - Management and Entrepreneurship)
  • VTE Strand 5 - Management and Entrepreneurship
    5.C.01
    Demonstrate an understanding of marketing and promoting a business.
    (VTE Strand 5 - Management and Entrepreneurship)

Subject = CVTE | Grade Level = HS | Time Period = School Year | Program/Funding = | Externships-2020 |
Direct website link to this project: http://resources21.org/cl/contextual.asp?projectnumber=727.5536