Audience Mapping:
Great Blue Heron Outdoors
Audience mapping is the process of discovering, analyzing, and deeply understanding your target audience by creating profiles of different audience segments to understand their motivations, needs, and how to best reach them. Then mapping out their consumer journey from the perspective of the audience member. For this project my team and I did that for a local business:
THE ASK:
Discover an audience strategy goal for a local business (Great Blue Heron) and develop a strategy for the brand to achieve these goal and reach their audience.
THE RESEARCH
To conduct our research we looked into the current online presence of the brand. We discovered who they were online, what their audience was saying about them, and who they thought of themselves as. Then we looked at their competitors. Great Blue Heron is a outdoor and coffee shop, which is a new and unique concept. Their biggest competitor we found was Sunflower Bike and Coffee Shop, they they still had a differing market than Great Blue Heron. Next in our research we delved into the audience experience map. This map details how the audience goes from touchpoint to touchpoint and creates a relationship with the brand. Using all this research we created 3 personas (Largemouth Bass, Crappies, and Bluegills) to best inform our strategy.
THE PITCH
We pitched our ideas to a panel of audience experience experts as well as the owner of Great Blue Heron Outdoors. Our ideas were then implemented by the marketing staff.