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Writing a Digital Marketing Plan

3.2 Example Persona

Jessica is a 31 year-old professional with an interest in fashion and is comfortable buying online. Her girlfriend is a personal trainer and keen football fan who is happy to pay a premium for on-trend leisure and sports wear. Jessica enjoys the hype around the AFL finals and this could provide an opportunity for her to make a purchase at Acme Sports for her girlfriend relating to the AFL team they support.


Jessica receives emails from one of her preferred online retailers which includes a cross-marketing promotion for Acme Sports, where she can order an AFL shirt by quoting a promotional code. Jessica thinks this would make a great gift for her partner and decides to click-through. She is unsure which shirt to order so decides to phone the order helpline. Jessica explains her situation to the sales consultant and places her order over the phone.