[yellow tail] wine, consumer persona

Biography Andrea is busy living the life of a young mother. Her two year old son Caleb keeps her occupied during her day, going to play groups several times a week and running dozens of other miscellaneous errands. Often she is taking pictures of her son, and the local events surrounding her. Andrea attended SFSU as a photography major, leaving with her associates degree and an engagement ring. Bradley came into her life soon before she graduated - offering her an Air Force lifestyle, Andrea enjoys traveling and welcomes the adventure. Bradley's job as a MP doesn't require moving often. Currently, their home is in Monterey, Ca. Both Andrea and her husband have lived in California for most of their life, and see it as their home state. mellow [yellow tail] ® persona Andrea Parker • 28 years old • Mother and Wife Aspirations Create peace. Within the family and her life. Bringing sanity to hectic days requires a balance of relaxation - Andrea treasures this time but often lacks the wealth of time to do so. Creative individuality. Andrea wants to be recognized for her photography and express her. Defining her tastes and interests is also shared with Bradley. Be an influencer. Maturing into a more experienced mother, she seeks to be seen as a source of advice. Get culturally seasoned. She seeks influences from places that are exotic and exciting - where she can grow as a photographer. Needs • Connection; family, herself, friends. • Passion; interests, art, shared. • Time; routine, family, balance. • Escape; relaxation, quality time, peace. What she fears Disconnection. Maintaining connection requires certain balance. • The connection to family is very important to her, and she is always striving to be a better mother and wife. • Andrea's friends are also important to her, as they are the ones she spends much of her time with. • She fears that she may lose connection with herself, as a creative, she indulges in defining her image and tastes. " Wine accompanies the times when I mellow out. It's artful and puts me in a beautiful place. " mellow [yellow tail] persona • p. 1 Paris Daniell [.com] by Paris Daniell

Upload: paris-daniell

Post on 28-Nov-2014

2.389 views

Category:

Business

1 download

Report

Download

Embed Size (px):

DESCRIPTION

A persona is an archetype that represents a consumer segment. Attached to a persona is empathy, allowing advertisers to understand the needs, wants, fears, and goals of their potential audience. With secondary and primary research, this POV has been developed on a insights that are human. This is my final for creative planning, taught by Justin Cox. Enjoy

TRANSCRIPT

Page 1: [yellow tail] wine, consumer persona

Biography

Andrea is busy living the life of a young mother. Her two year old son Caleb keeps her occupied during her day, going to play groups several times a week and running dozens of other miscellaneous errands. Often she is taking pictures of her son, and the local events surrounding her. Andrea attended SFSU as a photography major, leaving with her associates degree and an engagement ring. Bradley came into her life soon before she graduated - offering her an Air Force lifestyle, Andrea enjoys traveling and welcomes the adventure. Bradley's job as a MP doesn't require moving often. Currently, their home is in Monterey, Ca. Both Andrea and her husband have lived in California for most of their life, and see it as their home state.

mellow [yellow tail]® persona

Andrea Parker • 28 years old • Mother and Wife

Aspirations

Create peace. Within the family and her life. Bringing sanity to hectic days requires a balance of relaxation - Andrea treasures this time but often lacks the wealth of time to do so.

Creative individuality. Andrea wants to be recognized for her photography and express her. Defining her tastes and interests is also shared with Bradley.

Be an influencer. Maturing into a more experienced mother, she seeks to be seen as a source of advice.

Get culturally seasoned. She seeks influences from places that are exotic and exciting - where she can grow as a photographer.

Needs• Connection; family, herself, friends.• Passion; interests, art, shared.• Time; routine, family, balance.• Escape; relaxation, quality time, peace.

What she fearsDisconnection. Maintaining connection requires certain balance. • The connection to family is very important to her, and she is always striving to be a better mother and wife.• Andrea's friends are also important to her, as they are the ones she spends much of her time with. • She fears that she may lose connection with herself, as a creative, she indulges in defining her image and tastes.

"Wine accompanies the times when I mellow out.

It's artful and puts me in a beautiful place."

mellow [yellow tail] persona • p. 1Paris Daniell [.com]

by Paris Daniell