The Assignment? Without an in-depth understanding of their target audience and behaviours, digital marketers risk wasting time and budget developing
The Assignment
Without an in-depth understanding of their target audience and behaviours, digital marketers risk wasting time and budget developing digital content, messages, and experiences that aren’t suited to the target audience, and not reaching them in the right channels and platforms. The process of persona development and digital journey mapping involves narrowing down a target audience to specific 'types of people' with defining characteristics, and then mapping their digital customer journeys. Understanding personas and their journeys allows digital marketers to improve the customer experience across key touchpoints, reduce pain points, and communicate in a more effective and engaging way.
This assignment is designed to help you develop your skills in understanding a target audience through developing audience personas and mapping their digital customer journeys.
What you need to do:
1. Watch the client briefing, instruction video and review materials.
Before you start the assignment, please ensure you review all of the materials provided. Watch the client briefing video, review the materials they have provided, and watch the instruction video.
2. Gather data and analyse the target audience
The next step is to collect and analyse the data that is available to you about the client's target audience. You should use all of the information that is available to you, including the information provided by the client, as well as a range of other sources that you can find online. This can include marketing intelligence reports (IBISWorld (Links to an external site.), or MarketLine (Links to an external site.)), analysis of their social media pages to observe and profile the types of people that follow the business, use of analytics packages like SocialBlade (Links to an external site.) to generate reports about a business' target audience on various social channels (free trials available), publicly available market research studies such as Helix Personas (Links to an external site.) or similar, or reviews posted by by customers and journalists.
Hint 1: Focus on obtaining and analysing data and metrics that will allow you to group similar people into buckets i.e. demographics, psychographics, affinities, needs, desires, goals, frustrations, and anything else you think is relevant.
3. Develop and profile your audience personas
As you do your analysis, a number of defining characteristics should emerge that will allow you to group people into buckets of 'similar types of people'. This is the foundation for your audience personas. Based on this analysis, develop three audience personas for the client (the industry rule of thumb is to have 2-5 personas). Your personas should be distinct from each other.
Profile your personas based on their defining characteristics. The key is to be as specific and detailed as possible so you can really understand each persona and be able to picture them in your head as a real person on character. The idea is to create a profile of each persona as if he or she were a real person who represents a segment of the target audience.
For each persona, develop a 'synopsis' statement, which captures the essence (most important characteristics) of that persona in 1 sentence. The [persona name] is [gender] aged [age range], who live in [place or type of place], and like to [activity/ interests]. The key is boil your audience personas down into one simple statement that can guide the client's digital marketing efforts.
Hint 1: Find an online template to profile your personas (as an example, see https://www.socialbakers.com/free-social-tools/create-your-persona/form (Links to an external site.)). Persona templates will provide a great visually appealing layout for you to use and will also give you a number of specific fields to fill out. This will keep your thinking structured and will mean that you won't miss anything when creating your profiles.
Hint 2: Use the information provided by the client and the data you have gathered as evidence in the form of referencing industry reports, showing charts, quoting statistics etc.
Hint 3: Remember that creating personas is both an art and a science. The data will guide you but you need to also use your imagination a little bit to 'fill in the gaps' and bring this to life.
4. Mapping the digital customer journey
From the personas you have developed, choose the one that you believe is the most valuable to the business so you can map their digital customer journey. Follow these steps:
- Justify, with evidence, why you believe this persona is valuable to the brand.
- Find a customer journey map template online (or use the one provided in the week 2 lesson)
- For each stage of the digital customer journey, make sure you include: goals, decisions, touchpoints, channels, pain points, delight points, emotions and moments of truth
Hint 1: Be thorough in your analysis, and ensure you fill out each cell in your template. This will keep your thinking focused and structured and ensure you don't miss anything.
Hint 2: Use your template to make your digital customer journey visually appealing. It should be a single page lift out that can be circulated through the client's organisation and understood 'at a glance'.
Hint 3: Remember that the entire point of this section is to gain some insight into where things can be improved. This means that if you don't have some very obvious and clearly described 'paint points', or problems, or areas for improvement when you get to the end of this section, you need to go back and put some more work into your analysis.
5. Making recommendations
Based on the persona you have selected, and their digital customer journey map you have developed, briefly make three recommendations for how the digital customer experience could be improved. Remember, although you can recommend communications strategies, digital marketing is about more than just communications, and includes all aspects of the digital customer journey. Justify your recommendations with evidence.
Hint 1: Make sure that your recommendations align closely with your persona and their digital customer journey.
Recommended structure:
Your assignment should be presented in business report format and include numbered headings, such as the following:
- Executive summary
- Table of contents
- Introduction
- Audience personas
- Digital customer journeys
- Recommendations
- References
Important note: Your work should be supported by evidence from a range of sources. The more relevant evidence you provide, the better. Reports with less than five sources (industry reports, industry articles, academic papers etc.) are unlikely to be eligible for a pass. The word limit is 1,500 words (excluding executive summary, tables and references). To fit within this word limit, you should focus only on crucial information, write succinctly, and use charts, tables and graphics to present analysis and evidence.
What you need to do:
1. Watch the client briefing, instruction video and review materials.
Before you start the assignment, please ensure you review all of the materials provided. Watch the client briefing
video, review the materials they have provided, and watch the instruction video.
2. Gather data and analyse the target audience
The next step is to collect and analyse the data that is available to you about the client's target audience. You should
use all of the information that is available to you, including the information provided by the client, as well as a range of
other sources that you can find online. This can include marketing intelligence reports (IBISWorld (Links to an
external site.), or MarketLine (Links to an external site.)), analysis of their social media pages to observe and profile
the types of people that follow the business, use of analytics packages like SocialBlade (Links to an external site.) to
generate reports about a business' target audience on various social channels (free trials available), publicly available
market research studies such as Helix Personas (Links to an external site.) or similar, or reviews posted by by
customers and journalists.
Hint 1: Focus on obtaining and analysing data and metrics that will allow you to group similar people into buckets i.e.
demographics, psychographics, affinities, needs, desires, goals, frustrations, and anything else you think is relevant.
3. Develop and profile your audience personas
As you do your analysis, a number of defining characteristics should emerge that will allow you to group people into
buckets of 'similar types of people'. This is the foundation for your audience personas. Based on this analysis, develop
three audience personas for the client (the industry rule of thumb is to have 2-5 personas). Your personas should be
distinct from each other.
Profile your personas based on their defining characteristics. The key is to be as specific and detailed as possible so
you can really understand each persona and be able to picture them in your head as a real person on character. The
idea is to create a profile of each persona as if he or she were a real person who represents a segment of the target
audience.
For each persona, develop a 'synopsis' statement, which captures the essence (most important characteristics) of that
persona in 1 sentence. The [persona name] is [gender] aged [age range], who live in [place or type of place], and like
to [activity/ interests]. The key is boil your audience personas down into one simple statement that can guide the
client's digital marketing efforts.
Hint 1: Find an online template to profile your personas (as an example,
see https://www.socialbakers.com/free-social-tools/create-your-persona/form (Links to an external site.)). Persona
templates will provide a great visually appealing layout for you to use and will also give you a number of specific fields
to fill out. This will keep your thinking structured and will mean that you won't miss anything when creating your
profiles.
Hint 2: Use the information provided by the client and the data you have gathered as evidence in the form of
referencing industry reports, showing charts, quoting statistics etc.
Hint 3: Remember that creating personas is both an art and a science. The data will guide you but you need to also
use your imagination a little bit to 'fill in the gaps' and bring this to life.
4. Mapping the digital customer journey
From the personas you have developed, choose the one that you believe is the most valuable to the business so you
can map their digital customer journey. Follow these steps:
Justify, with evidence, why you believe this persona is valuable to the brand.
Find a customer journey map template online (or use the one provided in the week 2 lesson)
For each stage of the digital customer journey, make sure you include: goals, decisions, touchpoints, channels, pain points, delight points, emotions and moments of truth
Hint 1: Be thorough in your analysis, and ensure you fill out each cell in your template. This will keep your thinking
focused and structured and ensure you don't miss anything.
Hint 2: Use your template to make your digital customer journey visually appealing. It should be a single page lift out
that can be circulated through the client's organisation and understood 'at a glance'.
Hint 3: Remember that the entire point of this section is to gain some insight into where things can be improved. This
means that if you don't have some very obvious and clearly described 'paint points', or problems, or areas for
improvement when you get to the end of this section, you need to go back and put some more work into your analysis.
5. Making recommendations
Based on the persona you have selected, and their digital customer journey map you have developed, briefly make
three recommendations for how the digital customer experience could be improved. Remember, although you can
recommend communications strategies, digital marketing is about more than just communications, and includes all
aspects of the digital customer journey. Justify your recommendations with evidence.
Hint 1: Make sure that your recommendations align closely with your persona and their digital customer journey.
Recommended structure:
Your assignment should be presented in business report format and include numbered headings, such as the
following:
Executive summary
Table of contents
Introduction
Audience personas
Digital customer journeys
Recommendations
References
Important note: Your work should be supported by evidence from a range of sources. The more relevant evidence you
provide, the better. Reports with less than five sources (industry reports, industry articles, academic papers etc.) are
unlikely to be eligible for a pass. The word limit is 1,500 words (excluding executive summary, tables and references).
To fit within this word limit, you should focus only on crucial information, write succinctly, and use charts, tables and
graphics to present analysis and evidence.
- What you need to do:
,
Background information for MKT70017 The Member Experience Team
Prepared by Dr Eslam Afifi
This document contains proprietary and confidential information. No part of this document may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval devices or systems, without prior written permission from legalsuper.
© 2021 legalsuper. All Rights Reserved.
Important Information
/01 The Superannuation Ecosystem in Australia
/02 About legalsuper
/03 Our Target Market
/04 Useful References
C o
n te
n ts
The Superannuation Ecosystem in Australia
The superannuation planning ecosystem consist of various providers, contributors, voices and regulators. Looking at the at the superannuation through an ecosystem lens, allows us to observe various sources of information, influence, and interactions between providers and consumers as well as interrelationships between providers. An initial framework of the Australian Retirement Planning Ecosystem is shown in the figure one the right.
The Superannuation Ecosystem in Australia
A framework of the Australian Retirement Planning Ecosystem (ALTSCHWAGER & EVANS 2018)
The Customer Journey
An Overview of the Customer Journey of the Australian Retirement Planning Ecosystem
The customer journey for the Australia ecosystem goes through sex steps: 1. Open (first) super account 2. Consumer engagement from the outset –
reading statements, creating (and monitoring) online accounts, and making voluntary contributions.
3. Merge/transfer accounts when changing jobs 4. Seeking financial advice 5. Creating a retirement plan 6. Convert to decumulation with optional
government support in the long-term.
Please note that this journey is very generic and will differ from one superfund to another and from one segment to another. Figure on the right demonstrates that difference between the ideal journey (Ecosystem Perspective) vs actual journey (Consumer perspective).
Customer Journey of the Australian Retirement Planning Ecosystem
The Customer Journey Through Retirement Planning – Melbourne Business School (2019)
About legalsuper
Our history
Source: legalsuper website
Our members
Source: legalsuper website
Our Products
Source: legalsuper business plan 2020
Our Target Market
Legal Services Industry
Property market demand, one of the industry's major downstream markets, is forecast to increase over the next five years.
Many Australian legal firms expanded into overseas markets, particularly in the Asia-Pacific region, over the previous five-years.
There are no major players in the legal services industry.
Mostly positive trading conditions expected for the Legal Services industry over the next five years.
Industry Insights
Legal Services Industry
Key observations:
• Total of 100,674 people. • 21,752 businesses, on average 4.51 employees per business. • Average wage is $68,036. • Demand for legal services has been resilient compared with other industries and industry revenue was only
moderately affected by the COVID-19 pandemic. • Forecast employment growth over the next 5 years, with employment to increase from 100,674 to 109,004. • Key growth opportunities for legalsuper include law students, large legal firms who have retail funds as their
default fund (and employ around 25% of people in the sector) and legal practitioners with a SMSF.
Industry Outlook
Felicity Rose
Our Target Audience
Solicitors Barristers Conveyancer
Government lawyers
Corporate/in-house lawyers
Community legal centers
Legal aid offices
MEMBERS OF THE LEGAL COMMUNITY
General Attributes
KEY ATTRIBUTES OF MEMBERS OF THE LEGAL COMMUNITY
Due diligence on new
investments.
MODERATE RISK APPETITE
Higher incidence of
mental health issues.
HIGH LEVEL OF STRESS
Ease, accessibility and
convenience.
TIME POOR processes and written and verbal
communication must
stand up to member
scrutiny
and challenge.
EVIDENCE- BASED
Planning processes are
robust and efficient.
DEMANDING WITH ADMINISTRATIVE PROCESSES
READY TO ACCESS THE WEB
Higher level of comfort
with technology.
Higher inflows from
contributions (including
member
contributions).
Higher income
Useful References
Mapping the complexity of the Australian retirement planning ecosystem
Legal Supper Annual Report 2019/2020
2020 National Profile Of Solicitors
Retirement Planning In Australia – An Ecosystem Perspective
Key References
,
There are 107K employment in the Legal services in Australia. 2022 – 2027 annual growth rate is 2.1%, 33.1% are in commercial law services, 21.6% in personal legal and industrial relations services, 13.2% in property law services, 3.1 in criminal law, 4.8 in intellectual property law services, 7 in community legal service, The law services estimate wages 7.8 billions AUD。
Many Australian legal firms have expanded into overseas markets, particularly in the Asia-Pacific region, over the previous five-year period.
Commercial law services
Operators in this segment provide legal advice to businesses, mostly relating to major corporate transactions such as mergers and acquisitions, IPOs, financing methods and taxation solutions.
The business cycle, investment trends and overall corporate activity heavily affect demand for these services. Due to commercial transactions' complexity, legal firms that specialise in this segment often command high premiums, representing a large portion of industry revenue. The top-tier law firms are the primary services providers in this segment. Some commercial law services, such as those associated with bankruptcy and restructuring initiatives, are counter-cyclical.
The COVID-19 pandemic has had a mixed influence on commercial law services. Demand for ongoing and core services has remained resilient amid the broader economic decline. The government provided support initiatives, such as JobKeeper, to downstream businesses during the COVID-19 pandemic. This support has limited demand for counter-cyclical services, such as bankruptcy, as it has kept these businesses afloat. Insolvency claims were below normal rates in 2019-20, during the peak of the pandemic. However, demand for bankruptcy and restructuring services are anticipated to rise sharply in the two years through 2021-22, as support packages are withdrawn and closed international borders continue to affect some sectors, resulting in ongoing economic weakness. Demand for transactional services, such as merger and acquisitions (M&A) activity and IPOs, are expected to fall sharply over the past three years. Unfavourable economic conditions and prolonged effects of the COVID-19 pandemic have discouraged M&A activity and other commercial business activities that require legal services. While improving conditions in the current year have supported increased activity, this is not expected to return to pre-pandemic levels. As a result, this segment has declined as a share of industry revenue over the five years through 2021-22.
Personal legal and industrial relations services
This service segment includes legal work related to wills and estates, personal injury, workers compensation and family law.
Sole proprietors and small firms are the primary providers of personal legal services, as services in this segment are less profitable than services in other segments. Since the government implemented the Fair Work Act 2009, employers have had to abide by regulations involving good faith bargaining, industrial action and permitted agreements. Legal firms provide services to both employers and employees. Legal services relating to industrial relations usually involve unions and large corporations.
Family law is also significant in this segment and involves matters concerning the family court, such as divorce, legal guardianship and child support. Family law predominately consists of alternative dispute resolution services rather than litigation due to the Family Law Act 1975, which requires individuals seeking parenting orders to attend compulsory family alternative dispute resolution sessions before taking the matter to court. Alternative dispute resolution services are expected to generate lower returns per case, but generally support the industry's performance as they are often mandatory.
The COVID-19 pandemic has contributed to an increase in worker compensation claims, partly due to people contracting COVID-19 through their workplaces, supporting demand for industry services. Issues relating to housing and employment are also expected to rise, further increasing demand for this segment's services. In addition, the number of divorces has risen over the past five years, increasing demand for legal services. As a result, this segment has increased as a share of industry revenue over the period.
Property law services
Property law services refer to property conveyancing and other property-related legal work.
Small local law firms primarily provide these services to households and businesses engaging in property transactions. As a result, interest rates and the domestic economy's strength significantly affect demand for property law services. Additionally, while property owners and investors account for a large portion of this segment's clients, property law specialists also advise property developers on issues such as structuring finance for property sales. Operators in this segment face strong and growing competition from real estate agents and mortgage brokers that can provide these services. The property market has struggled due to volatile business conditions and foreign investment, contributing to a decline in demand for this segment's services. However, improving conditions in the current year have limited this decline.
Community legal services
This segment includes legal aid authorities and community legal centres.
Eight legal aid authorities operate in Australia, with one in each state and territory. Legal aid provides funds that allow access to legal representation, while community legal centres often provide free legal advice and services. Almost 200 community legal centres operate throughout Australia, providing free legal services to the public with a focus on helping disadvantaged individuals. State and federal governments provide most of the funding for these services. These firms also derive a small proportion of funding from other sources, such as philanthropic organisations. Tenancy, employment and family law advisory services are anticipated to rise in response to the COVID-19 pandemic, and related law changes and moratoriums. In response, the Federal Government has increased funding to support those that the COVID-19 outbreak and the 2019-20 bushfires affected, boosting growth in this segment. As a result, this segment has increased as a share of industry revenue over the past five years.
Intellectual property law services
Intellectual property refers to legal protection, such as patents, copyrights and trademarks, of valuable intangibles including ideas, inventions, words, trade secrets, discoveries and designs.
This segment consists of a range of clients across different industries. Clients include pharmaceutical and information technology companies, fashion houses and food and beverage manufacturers. Volatile business confidence has contributed to falling private expenditure on research and development, subsequently limiting the number of intellectual property cases that require legal services. As a result, this segment has slightly declined as a share of industry revenue over the past five years.
Criminal legal services
Barristers provide a higher proportion of the criminal law services segment compared with other legal professionals, as clients that require these services often need in-court representation.
An increase in illicit drugs, weapons and explosives offences has supported demand for criminal law services over the past five years. These cases are generally more complex than other crimes, such as traffic violations, allowing lawyers to charge higher fees. Therefore, this segment has increased as a share of industry revenue over the past five years. However, demand for criminal law services has slowed over the period due to weak growth in criminal activity. The COVID-19 pandemic is expected to further limit segment revenue. During lockdown periods, minor criminal offences, such as drink driving and street violence, have been falling. Nonetheless, domestic violence cases have risen significantly, modestly supporting demand over the same period.
We are going to take a closer look at one speciated type of lawyer, solicitors. As Tomiczek and Sidonie (2021) found that
,
There are 107K employment in the Legal services in Australia. 2022 – 2027 annual growth rate is 2.1%, 33.1% are in commercial law services, 21.6% in personal legal and industrial relations services, 13.2% in property law services, 3.1 in criminal law, 4.8 in intellectual property law services, 7 in community legal service, The law services estimate wages 7.8 billions AUD。
Many Australian legal firms have expanded into overseas markets, particularly in the Asia-Pacific region, over the previous five-year period.
Commercial law services
Operators in this segment provide legal advice to businesses, mostly relating to major corporate transactions such as mergers and acquisitions, IPOs, financing methods and taxation solutions.
The business cycle, investment trends and overall corporate activity heavily affect demand for these services. Due to commercial transactions' complexity, legal firms that specialise in this segment often command high premiums, representing a large portion of industry revenue. The top-tier law firms are the primary services providers in this segment. Some commercial law services, such as those associated with bankruptcy and restructuring initiatives, are counter-cyclical.
The COVID-19 pandemic has had a mixed influence on commercial law services. Demand for ongoing and core services has remained resilient amid the broader economic decline. The government provided support initiatives, such as JobKeeper, to downstream businesses during the COVID-19 pandemic. This support has limited demand for counter-cyclical services, such as bankruptcy, as it has kept these businesses afloat. Insolvency claims were below normal rates in 2019-20, during the peak of the pandemic. However, demand for bankruptcy and restructuring services are anticipated to rise sharply in the two years through 2021-22, as support packages are withdrawn and closed international borders continue to affect some sectors, resulting in ongoing economic weakness. Demand for transactional services, such as merger and acquisitions (M&A) activity and IPOs, are expected to fall sharply over the past three years. Unfavourable economic conditions and prolonged effects of the COVID-19 pandemic have discouraged M&A activity and other commercial business activities that require legal services. While improving conditions in the current year have supported increased activity, this is not expected to return to pre-pandemic levels. As a result, this segment has declined as a share of industry revenue over the five years through 2021-22.
Personal legal and industrial relations services
This service segment includes legal work related to wills and estates, personal injury, workers compensation and family law.
Sole proprietors and small firms are the primary providers of personal legal services, as services in this segment are less profitable than services in other segments. Since the government implemented the Fair Work Act 2009, employers have had to abide by regulations involving good faith bargaining, industrial action and permitted agreements. Legal firms provide services to both employers and employees. Legal services relating to industrial relations usually involve unions and large corporations.
Family law is also significant in this segment and involves matters concerning the family court, such as divorce, legal guardianship and child support. Family law predominately consists of alternative dispute resolution services rather than litigation due to the Family Law Act 1975, which requires individuals seeking parenting orders to attend compulsory family alternative dispute resolution sessions before taking the matter to court. Alternative dispute resolution services are expected to generate lower returns per case, but generally support the industry's performance as they are often mandatory.
The COVID-19 pandemic has contributed to an increase in worker compensation claims, partly due to people contracting COVID-19 through their workplaces, supporting demand for industry services. Issues relating to housing and employment are also expected to rise, further increasing demand for this segment's services. In addition, the number of divorces has risen over the past five years, increasing demand for legal services. As a result, this segment has increased as a share of industry revenue over the period.
Property law services
Property law services refer to property conveyancing and other property-related legal work.
Small local law firms primarily provide these services to households and businesses engaging in property transactions. As a result, interest rates and the domestic economy's strength significantly affect demand for property law services. Additionally, while property owners and investors account for a large portion of this segment's clients, property law specialists also advise property developers on issues such as structuring finance for property sales. Operators in this segment face strong and growing competition from real estate agents and mortgage brokers that can provide these services. The property market has struggled due to volatile business conditions and foreign investment, contributing to a decline in demand for this segment's services. However, improving conditions in the current year have limited this decline.
Community legal services
This segment includes legal aid authorities and community legal centres.
Eight legal aid authorities operate in Australia, with one in each state and territory. Legal aid provides funds that allow access to legal representation, while community legal centres often provide free legal advice and services. Almost 200 community legal centres operate throughout Australia, providing free legal services to the public with a focus on helping disadvantaged individuals. State and federal governments provide most of the funding for these services. These firms also derive a small proportion of funding from other sources, such as philanthropic organisations. Tenancy, employment and family law advisory services are anticipated to rise in response to the COVID-19 pandemic, and related law changes and moratoriums. In response, the Federal Government has increased funding to support those that the COVID-19 outbreak and the 2019-20 bushfires affected, boosting growth in this segment. As a result, this segment has increased as a share of industry revenue over the past five years.
Intellectual property law services
Intellectual property refers to legal protection, such as patents, copyrights and trademarks, of valuable intangibles including ideas, inventions, words, trade secrets, discoveries and designs.
This segment consists of a range of clients across different industries. Clients include pharmaceutical and information technology companies, fashion houses and food and beverage manufacturers. Volatile busin
Collepals.com Plagiarism Free Papers
Are you looking for custom essay writing service or even dissertation writing services? Just request for our write my paper service, and we'll match you with the best essay writer in your subject! With an exceptional team of professional academic experts in a wide range of subjects, we can guarantee you an unrivaled quality of custom-written papers.
Get ZERO PLAGIARISM, HUMAN WRITTEN ESSAYS
Why Hire Collepals.com writers to do your paper?
Quality- We are experienced and have access to ample research materials.
We write plagiarism Free Content
Confidential- We never share or sell your personal information to third parties.
Support-Chat with us today! We are always waiting to answer all your questions.
