Persona 6: The Supporter
Name: Charlotte
Age: 30
Education: Bachelor’s degree in social work with a background in community organizing
Occupation: Community advocate and local business supporter
Experience: Several years in community-focused roles and local initiatives
Location: Rhode Island, actively engaged in regional community support networks
Media Consumption: Social impact blogs, local news, sustainability publications, community event pages, and social media (especially for local causes)
Summary
Charlotte is passionate about supporting local businesses that are committed to social good, sustainability, and community well-being. She seeks opportunities to connect businesses with resources that foster ethical practices, sustainability, and positive social impact. Charlotte values platforms that highlight local successes and provide resources that empower businesses to engage with their communities.
Behavioral Insights
- Values: Collaboration, community impact, social responsibility, and ethical practices.
- Communication Preference: Relational and values-driven; prefers engaging, community-centered messages over transactional language.
- Risk Appetite: Low to moderate; Charlotte prioritizes ethical practices and community welfare over profit-driven motives.
- Decision-Making Process: Mission-focused; she looks for alignment with her values of sustainability, ethics, and social responsibility when supporting businesses or initiatives.
Goals
- Support and empower local businesses that demonstrate a commitment to social responsibility.
- Promote sustainable and ethical practices within the business community.
- Foster collaboration among local businesses and their support networks to strengthen the community.
- Highlight success stories of businesses making a positive social impact to inspire others.
Challenges
- Limited Access to Ethical Business Resources: Charlotte needs a platform that connects her with socially responsible businesses and resources to support them.
- Focus on Local Impact: She prioritizes businesses that contribute to the local community, which can limit her reach if resources are not available regionally.
- Preference for Transparency and Community Engagement: Charlotte seeks platforms that prioritize transparency, ethics, and local involvement in business practices.
Marketing Strategy Recommendations
Messaging Suggestions
- Tone: Relational, values-driven, and community-oriented.
- Language to Use: Use terms like “community impact,” “sustainability,” “ethical practices,” and “collaborative success.” Emphasize Nterprisers’ role in supporting local, socially responsible businesses.
- Core Message: “Empowering local businesses to make a lasting, positive impact in the community.”
- CTA Examples:
- “Support sustainable local businesses making a difference.”
- “Discover resources that promote community-driven success.”
- “Connect with businesses committed to ethical practices and social good.”
Content Strategy
- Profiles of Socially Responsible Businesses: Highlight stories of businesses on Nterprisers that have a strong community focus, ethical practices, or sustainability initiatives. This would inspire Charlotte and align with her desire to promote positive impact.
- Guides on Building Community Partnerships: Provide resources like “The Local Business Guide to Community Impact” or “Supporting Sustainability in Your Community” to support her goals of fostering collaboration and ethical practices.
- Events Focused on Social Responsibility: Host or sponsor events that bring together community advocates, socially responsible businesses, and local leaders. This would provide Charlotte with a platform for engagement and networking.
- Success Stories and Case Studies on Community Impact: Share case studies of businesses that have successfully integrated social responsibility into their operations and made a tangible difference in their communities. This aligns with Charlotte’s interest in highlighting local success stories.
Best Marketing Channels
- Social Media and Local Event Pages: Platforms like Facebook and Instagram are effective for connecting with Charlotte, especially through pages and groups focused on local events, community initiatives, and sustainable businesses.
- Community and Sustainability Blogs: Partnering with or sponsoring content on blogs focused on social impact, sustainability, and community stories would resonate with Charlotte’s values.
- Local Newsletters and Community Organizations: Collaborating with local newsletters or community organizations can help reach Charlotte, especially if they highlight stories of local businesses focused on social responsibility.
- Email Campaigns with Community Stories: A values-driven email campaign that shares stories of local businesses making a positive impact and offers resources for ethical business practices would appeal to Charlotte’s community-minded approach.
Conversion Path
- Awareness: Use social media, local blogs, and community event pages to introduce Nterprisers as a platform that supports ethical, community-oriented businesses.
- Interest: Capture Charlotte’s interest with content that highlights the impact of local businesses and provides resources for community engagement.
- Consideration: Invite her to join an online community or participate in a webinar focused on social responsibility and local business support.
- Decision: Offer a membership or subscription that gives her access to resources, success stories, and networking opportunities with other community advocates and socially responsible businesses.
Key Persona Takeaways
- Values-Driven and Community-Focused: Charlotte is motivated by businesses that prioritize ethics and community impact. Highlight Nterprisers’ role in supporting these values to build trust.
- Collaborative and Relationship-Oriented: Emphasize Nterprisers’ community-building capabilities, allowing her to foster connections and collaborate with businesses that align with her mission.
- Interest in Promoting Local Success: Position Nterprisers as a platform that not only supports local businesses but also celebrates their impact on the community, resonating with her goals.