1 Understanding AudiencesThinking Through Personas

2 Review: writing content for the webAttention spans are short: capture attention in 3 seconds or less. Write content that is easy to scan. Think notecards vs. novels. Use relevant keywords in prominent places, such as headings. Utilize lists, simple sentences, lots of headings, short sections Use the simple words rather than jargon or technical terms.

3 Primary Goal Put yourself in your audience’s shoes. Wants Needs Goals

4 Questions to Consider What persona am I writing for?What is this site visitor’s current mindset? Who or what influences the decisions of that site visitor? What goals does this site visitor have? What information do they need in order to reach their goals? What are their fears?

5 Chris Travis: Prospective Traditional UndergraduateAge: 18 Hometown: Southeast Minneapolis, MN Status: Student, Roosevelt High School “I'm down to two universities, and I am not taking this choice lightly. It’s between one university that's very close to home, and another that's in a smaller setting, which I'm seeking. Do I go with the big name and big influence - as well as big cost- or do I take the chance and go with the smaller experience?” Mindset: Chris is looking for a university experience at an affordable price. He knows who and where Minnesota State Mankato is—both by growing up in Minnesota, and because his brother’s friend attended Minnesota State Mankato and is encouraging Chris to attend.

6 Chris Travis: Prospective Traditional UndergraduateGoals: Choose between Minnesota State Mankato and the U of MN Learn about the city of Mankato Learn about job outlook of an engineering degree from Minnesota State Mankato Needs: Find information about program quality and reputation Know what it’s like to live in Mankato: safety, night life, entertainment Hear stories from students like him Find information or stories relating to job placement of our engineering graduates Influencers: Alumni job placement rates Friends Mankato quality of life Fears: Being in debt with no job after graduation Living on his own in a new town for the first time Choosing a sub-par engineering program

7 Kelsey Yates: Prospective Adult LearnerAge: 32 Hometown: Bloomington, MN Status: Registered Nurse, Fairview Clinics “I’ve been a night nurse for 12 years, but the long hours and late nights take me away from my family. The daytime nurse manager at my clinic is planning to retire in three years, and if I can finish my bachelor’s degree, I will be qualified to apply. The extra money will be helpful as my family grows.” Mindset: With a growing family at home, Kelsey finds herself wanting to advance her career and work daytime hours. She knows her best bet is to earn a bachelor’s on top of her associate’s degree, and she would like to do this close to home and as quickly and affordably as possible, in addition to working full time as an overnight nurse.

8 Kelsey Yates: Prospective Adult LearnerGoals: Needs: Influencers: Fears:

9 Your Turn Choose a persona.What motivates that person to visit your website? (mindset) What goals does that person have? What information do they need in order to reach their goals? Who are their influencers? What are their fears?

10 Neena Devi: Prospective International StudentAge: 20 Hometown: Mumbai, India Status: Student, India “This is my first time out of the country, and I'm both nervous and excited. I am taking a big risk, but it's a risk that will pay of if my education can serve me as well as those of my friends—and, if the community can teach me about working with nations of all kinds.” Mindset: A bit afraid of coming to a new country and an unfamiliar culture, but is excited to get out into the world and learn. Is concerned about the community and the language barrier—though she is passable in English, she has trouble with the idioms and intricacies. She has been testing to pass admission requirements for the past year, but is nervous about current federal administration policies preventing her from coming to Mankato at all.

11 Greta Ronaldson: Prospective Graduate StudentAge: 21 Hometown: Mankato, MN Status: Undergraduate student, Minnesota State Mankato “My university career will be ending in just a few years - and that means I’ll need to figure out where I’m going. While I take advantage of career services and career fairs around campus, I am really focused on the idea of meeting with businesses and making that early impression. It’s nose to the grindstone from here on out.” Mindset: A current undergrad and soon-to-be graduate student, the question is where. Is familiar with Minnesota State Mankato and the business faculty, as she has worked as a work-study student in the dean’s office. Loves Mankato and business connections she has already made, but is considering an MBA program at Indiana University in Bloomington because it’s known for it’s quality. Concerned about impressing future employers.

12 Jerome Smith: Parent/InfluencerAge: 51 Hometown: Wayzata, MN Status: Vice President of Operations, Graco “Education is the one thing money can buy that no one can take away from you. My kids grew up understanding the value of education, but it’s also exciting to them to be out on their own for the first time. I want them to have fun in college, but I really hope they make good decisions and work hard while they are there.” Mindset: A father of two with the oldest about to graduate from North Dakota State University, and the youngest finishing his junior year of high school. Jerome has a Master’s degree in business administration, and he credits his career success to his education. He is most concerned about helping his son select a top-level program that won’t put him too far in debt.

13 Susan Peterson: Community PartnerAge: 47 Hometown: Owatonna, MN Status: Superintendent, Owatonna Public Schools “I’m concerned with the lack of international diversity in the teaching world. Diverse perspectives in education cultivate healthy world-views and global thinking. Hiring new teachers costs time and money, so when we have a student teacher who works with their teacher mentor to reach the students on a global level, it benefits both our students and the educators.” Mindset: Minnesota State Mankato is known for its education programs, and Owatonna is only 50 minutes away. The diverse values and teacher mentor program make the University an attractive option for recruiting student teachers. Having worked with Minnesota State Mankato in the past to place new teachers, she knows that the program produces high quality teachers.