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STRATEGIC DIGITAL

MARKETING PLAYBOOK

ASSIGNMENT: WEEK 1

Create a persona for GoDaddy

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To get started

Make a Copy of this Google Slide deck and complete your assignment on these slides, then submit the link to this deck in the Learning Management System.

Instructions

Go to File > Make a Copy > Entire Presentation
Choose the folder in your Drive where you want to save the slides
Rename your copy and add your name to the file

Example: Playbook Assignment: Create a GoDaddy customer persona-MRogers

Watch this video for a quick demo

REMINDER: YOU WILL RECEIVE FEEDBACK ON YOUR PLAYBOOK ASSIGNMENTS IN WEEK 6

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Overview

As a new member of the GoDaddy team, they’re excited to have you take a stab at creating a customer persona. Personas are at the center of their Digital Marketing strategy -- driving messaging, imagery, channel selection and more.

Situational analysis:

The GoDaddy sales team wants to increase the number of new domains sold to entrepreneurs by 10% over the next three months. You’re in charge of putting together the marketing strategy but first you need to refine your targeting.

Assignment: Create a customer persona for GoDaddy

Grading: 4 points for completion

REVIEW IT

TRY IT

APPLY IT

SUBMIT IT

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REVIEW IT:

Understanding your customers

You heard in module one that to truly understand your target audience, you need to drill into their wants, viewpoints, needs and behaviors. This is a key step to defining how a customer segment will interact with your brand.

Their needs

What do they have to address? overcome? Learn?

Their wants

What will make them feel good? empowered? Smart?

Their viewpoints

How does their age, occupation, gender, or lifestyle shape their experience?

Their behaviors

What do they do, and where do they do it?

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REVIEW IT:

Getting the data

Of course this information is not always easy to come by -- which is why you need to identify a clear strategy for capturing the data that will inform your persona. We reviewed a number of options in the eLearning content, but for this exercise we’re going to focus in on a few key sources.

With a healthy budget

Focus groups�
Brand awareness studies�
Third-party data access to data and consumer trend reports from services like Mintel or LexisNexis�
Ad/concept testing

Individual platform reports�
Google Trends�
Facebook Audience Insights�
Thought leadership from publications like Ad Age, Digiday, or eMarketer

With limited resources

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APPLY IT:

Create a persona

Complete an exercise to create a persona Godaddy can target to increase sales of new domains by 10% over the next three months.

How it works:

We’ll provide the qualitative and quantitative research/data
You’ll analyze the data and complete the core components of a persona
In the final step, you’ll bring it together in one slide for a complete picture of your data-driven Godaddy persona

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APPLY IT:

Qualitative research (focus groups)

Take a few minutes and meet a few GoDaddy customers who recently participated in a focus group conducted by a qualitative research company: https://www.casualfilms.com/blog/case-study-godaddy-celebrating-entrepreneurs

As a member of the GoDaddy “Create” Digital Marketing Team, you now have access to the key findings and insights emerged from interviews and qualitative survey responses in this study:

Qualitative Key Findings: Website Domain Purchase

Offering complementary products and services is key to the domain buying decision - providers positioned as a one-stop shop for domain purchase plus website design/build, online marketing and reporting capabilities.
Offering varying time commitments for domain registration is another factor in the purchase decision - customers want flexibility but also expect discounts for multi-year commitments.
Automated renewals and reminders are underutilized in customer messaging - customers expect transparency in the contractual agreement.
24/7 Customer Service is a powerful tool for enhanced customer engagement - anytime access to customer service - including technical support - is viewed as a critical component of the provider/customer relationship; customer service team members are considered extensions of the customer’s business team.

Open GoDaddy Background Presentation

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APPLY IT:

Quantitative research (platform report from Google Analytics)

Note: this is mock data for practice only.

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APPLY IT:

Quantitative research (platform report from Google Analytics)

Note: this is mock data for practice only.

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APPLY IT:

Quantitative research (Google Trends)

Visit google.trends.com
Search “buy a domain”
Play with the variables and capture insights about your target audience

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APPLY IT:

Quantitative research (Facebook Insights)

Visit Facebook Insights�https://www.facebook.com/business/insights/tools/audience-insights
You will need to log in to Facebook with your personal or business account to access this tool. If you don’t have a Facebook account either create one or skip this step
Based on what you’ve learned so far, explore your audience and refine your thinking

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APPLY IT:

Persona psychographics

Identify characteristics of a persona for GoDaddy based on the qualitative and quantitative research

ACTION	ENTER FINDINGS
WHAT ARE THEIR BIGGEST CHALLENGES?	Cost effective, Storyboarding their mission statement, Having an effective business model, Proper representation of their business
WHAT ARE THEIR BIGGEST CONCERNS AS IT RELATES TO PRODUCT?	They want their site to be simple, show who they are and what they do at a glance. They want their site and pages to have swift response times no matter the device.They are a small business owner or entrepreneur starting up and are looking for cost effective options to showcase their work providing a flawless page layout.
WHAT ARE THEIR GOALS?	To accomplish consistent growth year over year. Their customers are looking for methods of showcasing and distributing what services they’re business offers while creating a unique niche within their competition.

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APPLY IT:

Persona interests

Identify characteristics of a persona for GoDaddy based on the qualitative and quantitative research

ACTION	ENTER FINDINGS
WHERE DOES THIS PERSON SHOP?	Clothing stores, Electronic Retail Stores, Online Shopping, Starbucks
WHAT CHANNELS/TECH DOES THIS PERSON USE?	Channels: Mobile, Email, Traditional Ads, Social Media - Facebook, Twitter, LinkedIn, Instagram and YouTube �Tech: Laptops, Mobile Devices - Phones & Tablets ( iOS & Android )
WHAT OTHER INTERESTS MAY BE RELEVANT TO THIS PERSONA/PROJECT?	Heavy internet user, Loves coffee, Savvy Smartphone and Laptop User, Loves creating photos and videos that highlight gaming creator page and video gaming content, Follows news articles relating to upcoming technology

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APPLY IT:

Create a persona

Fill out the persona template on the next slide choosing the most important/relevant findings from your analysis
Name your persona
Enter a short description of your persona
Find a photo that best represents your persona
Have fun with it!

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[ Tech-Savvy Topher ]

Topher is a single aspiring entrepreneur, lives in the city and loves to travel abroad. Topher consistently keeps up to date with the latest technology trends and loves to stay connected with his friends and family through smartphones and laptops via social media platforms such as Facebook and LinkedIn. ��Topher wants to be a role model for others and is looking for a 10% year over year growth with his e-commerce website by driving more traffic from his Live videos of product reviews, tutorials and video game content he streams.

GENERAL DESCRIPTION/BIO

Occupation: Sales Consultant / Digital Marketing Strategist

Goals: Aspires to grow his company through qualified leads for year over year growth

Income: 34,000/Year

DESIRED OUTCOMES

Education: High School Diploma, Has Marketing Background

10% year over year growth
Conversion Optimization
Increase CTR on e-commerce ads
Optimize for SEO
Higher Impressions

DECISION CRITERIA

What would be comparable product or service?
How does this product or service differentiate from its competitors?
How will this benefit me?
What is the estimated turnaround time for this product or service to see growth?
How much will this cost me?

Age: 28

BARRIERS

Costs too much
More familiar with Wix
Unfamiliar with GoDaddy and what services they offer
The individual is autonomous with his brand and business
Minimal time due to delegation of work life balance

“ I want to make a high enough income to keep up with the latest tech and have freedom to travel abroad ”

OPPORTUNITIES

Digital Advertising to drive more traffic vs Traditional Advertising or utilizing both
GoDaddy is a one-stop shop for domain registrar, website hosting w/ a website builder that has renewal reminders
GoDaddy has superb security compared to its competitors
24/7 customer Service w/ extra complementary products and services offered. For example, it won't cost anything to have your site transferred to GoDaddy for the first 12 months )

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SUBMIT IT:

Share your completed assignment

ACTION	INSTRUCTIONS	NOTES FOR INSTRUCTOR
WATCH	Watch this brief video to see what the upload experience should look like.
REVIEW	Review each section and make sure you have added appropriate details. Remember to rename and save your file if you haven’t already done so.	I hope this playbook assignment is what you are looking for with a persona example.
ACCESS	Go back to the assignment page in the Learning Management System.
SHARE	Copy/paste the link to your Assignment in the system by the due date. Make sure anyone on the internet with the link can view the document.
CONFIRM	Make sure the assignment was accepted by the Learning Management System (you will see the “Submit” button change to “Re-submit Assignment).	Since the age group catered to my age group, I felt a lot of categories that orbited around my lifestyle would tailor to this persona example for GoDaddy as I feel I would be an ideal client for GoDaddy.

Having issues? Get some help via Slack.

@Week1

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SUBMIT IT:

Upload your completed assignment

Having issues? Get some help via Slack.

@Week1

In the Assignment select File and Share

Then Get Link and Copy Link

Navigate to Canvas then Modules

Find the Assignment and Select it

Click Submit Assignment

Paste the Link

Click Submit Assignment

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Appendix:�Example Personas

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https://99designs.com/blog/business/how-to-create-user-personas/

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https://www.culturespanmarketing.com/the-power-of-personas-a-brief-guide-part-2

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https://www.coforge.com/blog/buyer-persona

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