Academic Partnerships partners with more than 60 universities to help make higher education accessible by providing online coursework to students.
The first rule of good marketing is to know your audience. But what’s the right approach when your content should resonate with multiple audiences with varied perspectives and motivations? When marketing their programs, AP needed content that would promote their software solutions to deans and other university stakeholders ranging from professors to the president.
To reach this range of audiences, we developed personas for each target audience: executive leadership, college leadership, and faculty. Through focused research, we determined their preferences and predispositions: what they valued most and how they consumed content. Key factors included their behaviors, related learning points, barriers to sale, and wants and needs. From this data, we crafted key messages that would resonate with each respective group. These detailed audience personas steered the direction of our content, from blogs to e-books to web copy.
- Strategy documents
- Case studies
- Website content
- Organic social media
By guiding each piece of content with these targeted personas, we increased engagement across multiple platforms and boosted traffic to the AP website. With every post, we optimized blog and e-book topics, social media copy, and amplification strategies to ensure AP’s content attracted, informed, and resonated with the university stakeholders with each unique persona.