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From the Grove to Your Inbox: California Avocado

Commission’s Persona Program

Speakers

• Red Door InteractiveRedDoor.biz@reddoor

•~70 full time employees•Offices in San Diego, Carlsbad &

Denver•10th Anniversary•Brand promise

• Expert Recommendations• Transparent Return on Objective (ROO)• Proactive Communications

• Brett JohnsonSenior Strategistbjohnson@reddoor.biz@brettrossj

• Pilar BowerSr. Email Marketing

Strategistpbower@reddoor.biz@pilarbower

• Align teams with clear vision, mission, and values • Communicate with openness and trust • Strong employee retention and development• Hire great people to develop key emerging

service areas• Develop management skills, knowledge,

and proficiency• Use technology to improve communication• Financial stability

Maintain a Great Place to Work

INSPIRE SHARE EVOLVE

RDI Core Values EXCEED 100% JERK FREE

Partial Client List

California Avocado Commission

• Created in 1978, the California Avocado Commission strives to increase demand for California Avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state's nearly 5,000 avocado growers.

• The California Avocado Commission serves as the official information source for California Avocados and the California Avocado industry.

• CaliforniaAvocado.com• Facebook.com/CaliforniaAvocados• @CA_Avocados• Pinterest.com/CA_Avocados

Overarching Business Goal

Increase Demand

Enhance Leadership Increase Value

Premium Product

Stated business objectives are all direct drivers of the overarching goal of optimizing value by positioning avocados as a premium product.

CAC – Current Email Program

• Monthly recipe newsletter

• Consistent template– Easily editable

images & text• No segmentation– All subscribers

receive the same content

• Themes, content modules

• Featured recipes – Guacamole of the

Month

CAC – Current Email Program

Why We Do Personas

Determine the triggers that influence behaviors

Identify groups not known to business

Provide the consumer voice in team development

Prioritize development and communication

10Proprietary. Confidential information & ideation owned by Red Door

Interactive

Personas Are Behaviorsmarket segments

online behaviors

persona

Ex. Sophisticated Naturalists

Ex. Optimistic Cooks

Erin

Marti

Perry

11Proprietary. Confidential information & ideation owned by Red Door

Interactive

Marry Business Objectives With Consumer Needs Online

Our Objectives in This Phase

Understand Business Goals

Understand Consumers

Identify Assets and Resources

Learn from Insights

Listen to Guidance

So We Can

Align Strategically

Contribute Insights

Determine the Triggers

Design Interactive Platform

Track Changing Attitudes

12Proprietary. Confidential information & ideation owned by Red Door

Interactive

Build a consolidated and actionable audience profile

Online User Personas

Deliver Relevant Online Experiences to Audiences

Messaging and Timing

Features and Functions

Media VehiclesUser

Scenarios/Test Plans

Priority and Value

Understand audience needs, goals, expectations, preferences and online behaviors

Persona InterviewsExisting California Avocado

Commission Research Third-Party Research

Our Persona Process

13Proprietary. Confidential information & ideation owned by Red Door

Interactive

Talking With Your Audience

• Qualitative and Quantitative

• 29 Interviews• 1 on 1 conversations• 45 – 60 minutes each

• 20 Women• 9 Men• 100% online 5+ hrs/wk

• Age 25-54 (21)• Age 55+ (08)

• Super Heavy – 12• Heavy – 9• Medium – 5• Light – 3

• California• Arizona• Utah• Colorado• Washington• Oregon

• 59% Smartphone Users

14Proprietary. Confidential information & ideation owned by Red

Door Interactive

Overarching Persona Themes

• “What the Kids Want”• Google Search dominates• Tablets haven’t hit like smartphones• More Recipe alerts! Please!• No Recipe Videos . . . Unless they’re a

quick specialty cooking method.• Most people had not visited your

competitor’s website• Parents were cited as the #1 way people

were introduced to avocados• Introducing kids at a young age seemed to

lead to a lifelong affinity

Creating An Audience Schematic: Target Mapping

User Group

User State

Dimensionalized

User Response

Brand Relationship

Organic & On A Budget

Give me wholesome food

Creating new favorites, fast

Pre- or post- shopping recipes

help me

Would buy more if less expensive

Fast, fresh, variety

Makes same stuff repeatedly. . .

then goes out to eat

What sounds good?

Trusts quality and nutritional

value

Take it easyKeep it healthy

I plan & budget so we can eat organic

Craving HarmonyCurious

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THE NATURAL TA-DA! SEASONED

CaliforniaAvocado.com

Proprietary. Confidential information & ideation owned by Red Door Interactive

Optimistic CooksTraditionalist/ Live for Today

Sophisticated Naturalists

Segment

• “Avocados go hand-in-hand with my California heritage. It’s why I have an interest in California agriculture. What’s happening with the water, the weather and the chemicals in the soil. It’s good to be educated about what you eat. I tell my kids that all the time . . . And I think they’re getting it.”

• “With all the dietary restrictions in our family I’m thankful avocados can be eaten by everyone. I would do organics all the time if I could afford them. I trust them more than organics from Mexico or Chile. You never know what is in there. For now I’ll keep looking for ways to save.”

Persona Needs and AttitudesTaking action on needs, personalities, habits and channels

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ERINERIN

“I love making unique foods for my family and friends on a daily basis. And you’ll seldom see me head out the door for a get together without a new dish in hand. Just about every day I’ll look for something new to create, usually starting with my inbox. ”

MARTIMARTI

PERRYPERRY

Cooking Simple, healthy, natural New, creative recipes Same ol’ Same ol’

Health/NutritionSacrifices to eat organic or

naturalSplurging has its benefits

Healthy, in season and local are worth the cost

EmailDiet-specific recipes at least

once/weekNew recipes daily California agriculture news

SMS Sales and promotionsSports, the bank and Red

BoxOnly for bills

Social NetworksFacebook daily & on the go, Pinterest, follows Twitter for deals and sharing recipes

Recipes via email, sports, games and texting family

& friends

Visits brand pages based for information in

Facebook. Light use.

MobilePrice checking, lists, coupons

and nutritionRecipes, sports, games News, weather, email

Magazines Vegetarian TimesCooking Light, Sunset,

Southern Living

Sunset, Good Housekeeping, Home,

Cooks Country

TVFood Network, America’s Test

KitchenFood Network heavily

Food Network if the wife is watching

Recipe WebsitesAmerica’s Test Kitchen, AllRecipes, Cooks.com

Food Network, AllRecipes, EatBetterAmerica

AllRecipes, Food Network, Cooking Light, CAAlmonds

Erin Marti Perry

Channels & Messaging

Increasing Purchase Frequency

Super Heavy

HeavyMediumLight

Non-organics

Breakfast & Lunch Recipes

Erin

Marti

Perry

Sides & Spreads

CAC – Future Email Program

• Profile Center– Self-select Persona segmentation – Detailed demographic information to apply to Personas– Preferences: Desired frequency, Types of content• Welcome Series– Customized based on opt in touchpoint (website, mobile, social,

contest, offline event)• Needs Based Content– Additional communication types besides monthly newsletter– Tailored subject matter (recipes, dietary preferences, nutrition,

agriculture)– Dynamic content (Ex: Automated daily recipes)• Behavioral segmentation– Mobile friendly templates– Channel preference– Responsive design• A/B testing on template design types and content

Email Sign up page:•Asking the right questions to allow your subscribers to segment themselves into Persona buckets for future targeted messaging

Rubio’s Personas – Voice of CustomerRubio’s was in the rebranding process and needed to know how to better connect with their target segments digitally.Goal:•Find the online alignment between consumer needs and business goals

Tactics:•Interview 32 consumers within target segments•Identify behavioral and attitudinal themes•Formulate objectives, strategies and tactics that influence behaviors

Results:•Rubio’s expressly requested all agency partners to map their campaign ideas and implementations back to the personas and the associated objectives, and strategies

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Questions?