Putting Personas Into Content

Okay, back to our regularly scheduled program following my little rant about company-centric press releases.

We’ve been going back to marketing basics to promote a local cycling event. So far, we have identified goals and defined the personas or types of cyclists we want to attract to the event. This work has also helped us figure out the strategies and tactics we’ll use to market the event.

Using the personas, we have developed copy that will serve as the “overview” for the event. We’ll use this in our brochure (yeah, a printed brochure is a tactic we identified in interviewing the personas) as well as on our online sites such as our website’s homepage, Facebook and the event registration site.

Join your friends and fellow cyclists in the breathtaking Blue Ridge Mountains of Central Virginia on Sunday, May 22 for the second annual Storming of Thunder Ridge road ride.

This well-supported event offers camaraderie and challenge for every rider’s ability with a choice of 35, 65 and 100 mile routes as you ride at your own pace along safe and scenic well-marked country roads.

The 35 mile route follows a challenging course of rolling hills and meandering back roads. A longer 65 mile route tests rider stamina with a 13 mile ascent to Apple Orchard Mountain, the highest peak of the Blue Ridge Parkway in Virginia. For an epic day in the saddle, the 100 mile route boasts over 9000 feet of climbing.

Your registration helps fund the Community Support Campaign of the YMCA of Central Virginia. Included are cue sheets, fully stocked rest stops, mechanical support and monitoring of riders along the course.

Stick around after the ride to cheer returning cyclists and celebrate your accomplishment with great food, music, massage and prizes.

What do you think – did we appeal to the three personas we’re seeking?

Thanks for reading! Help me stay on track by subscribing and sharing your comments about this project.

(Image: jimmiehomeschoolmom)



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