Kathi Rabil, CEODick Rabil, President

Slice Inc.

Creating Marketing Personas. How fictional characters help you communicate with your target markets.

Creating Marketing Personas.

The persona in marketing is a fabricated or (fictionalized) face of a combination of characteristics of our target audience based on real life research and analysis.

It allows us to describe WHO the customer is and what their behavior is. Creating a persona provides insights for us to tailor our interactions for the best response.

Creating Marketing Personas.

The persona in marketing is a fabricated or (fictionalized) face of a combination of characteristics of our target audience based on real life research and analysis.

It allows us to describe WHO the customer is and what their behavior is. Creating a persona provides insights for us to tailor our interactions for the best response.

Creating Marketing Personas.

…between a target audience and a marketing persona?

TARGET  MARKETHIGH  SCHOOL

PERSONA  B    PARENTS

PERSONA  C    ADMINISTRATORS

PERSONA  A    COACHES

Creating Marketing Personas.

…helps you build a better marketing plan by allowing you to target your campaigns to the right prospects and customers. It allows you to put a face on your customer.

Creating Marketing Personas.

…also gives valuable insights on the path that prospects take on the journey to becoming a customer. You’ll start learning their characteristics based on the things they like.

Creating Marketing Personas.

What are the biggest problems they are trying to solve?

What do they need the most?

What information are they searching for?

What trends are influencing their buying decisions?

How do they like to get their information?

What is their pain point?

AUDIENCE PROFILE—MANUFACTURERS AND DISTRIBUTORS

Audience Size and Importance

o 26 manufacturers & distributors (M&Ds)

o Smallest audience but highest volume

One manufacturer accounts for 20% of all transaction volume

Three manufacturers represent 80% of all M&D volume

o Large number of sources, frequent transactions (some daily)

o 100% of manufacturers who report regularly are credentialed & report

electronically

o Manufacturers with large volume often submit electronically (transmitting XML

files via email)

Demographics

o Small to mid-sized companies (2-100 employees, many family-owned)

o 40-50 years old

o 15-20 years professional experience

o Located across U.S. with concentrations in LA, TX, CA & MA

Communication Channels

o Industry associations, events & publications

American Nuclear Society’s Nuclear News

General Electric environmental health & safety conferences

DOE nuclear material annual meetings

o NRC & agreement state meetings, workshops & webinars

o State & NRC emails, mailings, brochures, website, blog & calls

Key Barriers for Manufacturers

o Re-installation of the NSTS reader when hardware is upgraded

o Software incompatibility for batch uploads

AUDIENCE PROFILE—SELF-CONTAINED IRRADIATORS

Audience Size and Importance

o 740 self-contained irradiators, 40 credentialed users

o Largest audience, few sources & infrequent transactions (1-2 sources, move

every 5-15 years, verify annually)

Demographics

o College-educated

o 20-50 years old

o Work for universities & research labs

o Titles vary including Research Assistants

Communication Channels—Researchers

o Industry associations, events, publications & online materials

Health Physics Society (HPS) Journal & newsletter

Pennsylvania State University Radiation Safety Roundtable

Laser Institute of America (LIA) meetings, newsletter & Journal of Laser

Applications

Chemical & Engineering News (American Chemical Society)

Medical RSO blogs

Local RSO networks

DOE laser safety workshop

Lawrence Berkeley Lab workshop

o Certifications & registries (may only apply to some of these licensees)

National Registry of Radiation Protection Technologists

American Board Health Physics

o NRC & agreement state meetings, workshops & webinars

o State & NRC emails, mailings, brochures, website, blog & calls

Communication Channels—Blood Irradiators

o Industry associations, events, publications & online materials

American Association of Blood Banks (AABB) newsletter & Transfusion

Journal College of American Pathologists publications

Medical Laboratory Organization Magazine

Quality Digest online site (America’s Blood Centers)

California Blood Banking System (CBBS)

South Central Association of Blood Banks (SCABB)

State Hospital Association

FDA Conference about paradigms in regulations

o NRC & agreement state meetings, workshops & webinars

o State & NRC emails, mailings, brochures, website, blog & calls

Creating Marketing Personas.

…of your prospects and their behaviors. The result of this process will be a detailed persona with demographics, needs and behaviors.

Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-size Service company

Key Attributes: College Educated, Masters 50-60 years old Predominately Male, Married Lives in upscale suburb Plays sports such as golf and tennis Buys on high end and owns late

model vehicle Very knowledgeable with 30 years

experience Pragmatic about doing what’s

necessary Media interests from TV, radio,

internet Attends annual meeting regularly Tends to be conservative

Three words to describe him:

Dedicated, strategic and diligent

Daily Routines: Keeping informed of progress and

status of sales Responding to e-mail and phone calls Involved in lots of meetings Keeping informed of adverse events Overseeing and coordinating

company teams Ensuring proper sales monitoring Feels on a very tight schedule and

could be overwhelmed

Background: Thompson is an executive in a medium-size (100+) company. He is focused on the company future and is concerned about bringing his team to a deeper level of expertise and discipline. He is responsible for providing key supervision or support to the corporations’ field leaders or sales force. He is also responsible for the strategic leadership and operational management of the

services firm or division. Information Goals: If he gets printed material, he will scan it for key terms and

see if the program will meet his needs. He will not read it thoroughly unless he has already

decided that will be a good ROI. To him, the experience is the brand.

He knows our organization and knows we are credible. He will likely see the ads in our publication. He may scan emails sent and if interested put it in his file to return to. Since he’s low on time, he will not call us, but may delegate that or will go to their web site to see what the offer is. He will expect it to be extremely easy to find what he wants. If he doesn’t get information fast, he may give the search engine a try. If that fails, he’ll quickly lose interest. He will be interested in a service or program that: Offers great value for his investment Gives a competitive edge for company

A results oriented, actionable service or program

Develops individuals who become invested in the company’s success

Develops individuals to learn think strategically, develop problem-solving, assessment, decision-making and analytical skills

Provides individuals feedback on their performance

He wants the service or program to fill the gap between basic and advanced career development.

Key Barriers: ROI Time-intensive; how much time does it

take?

Will it requires time out of the office and may travel

Does it have a track record of success?

Are my competitors using this?

Creating Marketing Personas.

…and build a hypothetical character for our outreach.

This persona is named Tom.

Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-size Service company

Key Attributes: College Educated, Masters 50-60 years old Predominately Male, Married Lives in upscale suburb Plays sports such as golf and tennis Buys on high end and owns late

model vehicle Very knowledgeable with 30 years

experience Pragmatic about doing what’s

necessary Media interests from TV, radio,

internet Attends annual meeting regularly Tends to be conservative

Three words to describe him:

Dedicated, strategic and diligent

Daily Routines: Keeping informed of progress and

status of sales Responding to e-mail and phone calls Involved in lots of meetings Keeping informed of adverse events Overseeing and coordinating

company teams Ensuring proper sales monitoring Feels on a very tight schedule and

could be overwhelmed

Background: Thompson is an executive in a medium-size (100+) company. He is focused on the company future and is concerned about bringing his team to a deeper level of expertise and discipline. He is responsible for providing key supervision or support to the corporations’ field leaders or sales force. He is also responsible for the strategic leadership and operational management of the

services firm or division. Information Goals: If he gets printed material, he will scan it for key terms and

see if the program will meet his needs. He will not read it thoroughly unless he has already

decided that will be a good ROI. To him, the experience is the brand.

He knows our organization and knows we are credible. He will likely see the ads in our publication. He may scan emails sent and if interested put it in his file to return to. Since he’s low on time, he will not call us, but may delegate that or will go to their web site to see what the offer is. He will expect it to be extremely easy to find what he wants. If he doesn’t get information fast, he may give the search engine a try. If that fails, he’ll quickly lose interest. He will be interested in a service or program that: Offers great value for his investment Gives a competitive edge for company

A results oriented, actionable service or program

Develops individuals who become invested in the company’s success

Develops individuals to learn think strategically, develop problem-solving, assessment, decision-making and analytical skills

Provides individuals feedback on their performance

He wants the service or program to fill the gap between basic and advanced career development.

Key Barriers: ROI Time-intensive; how much time does it

take?

Will it requires time out of the office and may travel

Does it have a track record of success?

Are my competitors using this?

Creating Marketing Personas.

… when developing your messages. Think about what information channels your personas will use. Allow the personas to drive the methods for reaching them.

Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-size Service company

Key Attributes: College Educated, Masters 50-60 years old Predominately Male, Married Lives in upscale suburb Plays sports such as golf and tennis Buys on high end and owns late

model vehicle Very knowledgeable with 30 years

experience Pragmatic about doing what’s

necessary Media interests from TV, radio,

internet Attends annual meeting regularly Tends to be conservative

Three words to describe him:

Dedicated, strategic and diligent

Daily Routines: Keeping informed of progress and

status of sales Responding to e-mail and phone calls Involved in lots of meetings Keeping informed of adverse events Overseeing and coordinating

company teams Ensuring proper sales monitoring Feels on a very tight schedule and

could be overwhelmed

Background: Thompson is an executive in a medium-size (100+) company. He is focused on the company future and is concerned about bringing his team to a deeper level of expertise and discipline. He is responsible for providing key supervision or support to the corporations’ field leaders or sales force. He is also responsible for the strategic leadership and operational management of the

services firm or division. Information Goals: If he gets printed material, he will scan it for key terms and

see if the program will meet his needs. He will not read it thoroughly unless he has already

decided that will be a good ROI. To him, the experience is the brand.

He knows our organization and knows we are credible. He will likely see the ads in our publication. He may scan emails sent and if interested put it in his file to return to. Since he’s low on time, he will not call us, but may delegate that or will go to their web site to see what the offer is. He will expect it to be extremely easy to find what he wants. If he doesn’t get information fast, he may give the search engine a try. If that fails, he’ll quickly lose interest. He will be interested in a service or program that: Offers great value for his investment Gives a competitive edge for company

A results oriented, actionable service or program

Develops individuals who become invested in the company’s success

Develops individuals to learn think strategically, develop problem-solving, assessment, decision-making and analytical skills

Provides individuals feedback on their performance

He wants the service or program to fill the gap between basic and advanced career development.

Key Barriers: ROI Time-intensive; how much time does it

take?

Will it requires time out of the office and may travel

Does it have a track record of success?

Are my competitors using this?

Creating Marketing Personas.

… when developing your messages. Think about what information channels your personas will use. Allow the personas to drive the methods for reaching them.

Creating Marketing Personas.

1.   What they want is what they need.

Tailor your communications around their issues.

Creating Marketing Personas.

Where do your personas like to get their information?

Creating Marketing Personas.

Leads to strong relationships cemented on trust & loyalty.

Creating Marketing Personas.

Attract respondents who are the right fit for your company.

Creating Marketing Personas.

Be part of the BigPicture.

Blog Reconciliation Help Desk

Credentialing

Safe. Easy. Fast. In three steps.

Source Reporting Once an NSTS user completes the credentialing process, all source

transactions may be completed by logging into the NSTS online system.

The NRC strongly encourages online, which provides timely and accurate tracking. Visit the NSTS Web site to access online reporting training materials.

Annual ReconciliationThe NRC requires all licensees to review and con!rm their inventory annually

conduct inventory reconciliation each January. A specially formatted inventory report has been created to con!rm inventory and ensure that all records in the NSTS are correct.

CredentialingThe easiest way to report to the NSTS is online. You will !rst need to enroll for a

digital certificate, an electronic identi!cation which allows the NSTS to uniquely identify each user. The process of obtaining the digital certi!cate is called credentialing.

The credentialing process takes approximately 30 days from start to !nish. See the three steps you need to complete above.

Licensees possessing Category 1 or 2 sources may begin the credentialing process online. Enrollment is easy and should take no more than 10 minutes. All NSTS users with digital certi!cates issued prior to July 2009 must renew their certi!cates one year from the issued date to maintain access to the NSTS. Once an NSTS user renews the certi!cate, it is valid for the 2 years.

NSTS BlogStay up-to-date on all NSTS activities by subscribing to the NSTS blog, including

information on Web site updates, upcoming training events, industry meetings and more.

NSTS Help DeskGet answers and solutions regarding credentialing, login procedures, system

use, transaction reporting, and any other issues encountered while using the NSTS. Contact the Help Desk to submit system change requests regarding functionality.

Help Desk Hours: Monday–Thursday 8:00am–5:00pm (EST) Friday 8:00am–3:00pm (EST)

Phone: 1-877-671-6787

E-mail: NSTS.Help@nrc.gov

Reconciliation

Reconciliation

Reporting

Reporting

Blog

Blog

Help Desk

Help Desk

Credentialing

Credentialing

NSTS applicant enrolls online

https://pkii.nrc.gov

Online application is

reviewed and approved.

A paper identity proofing packet is mailed to the applicant.

The paper packet is

completed by the applicant, notarized, and mailed back.

The paper packet and application are reviewed,

anomalies are resolved, employment

is verified and enrollment is approved.

A smart card and reader are mailed to the applicant.

Reader is installed and used to

download the applicant’s

certificate to the smart card.

NSTS NSTS NSTS NSTSStep 1 Step 2 Step 3

www.nrc.gov/security/byproduct/nsts/

NSTSNational Source Tracking System

Get Credentialed… and get it done.

Speed. Accuracy. Convenience.

In 3 easy steps.

Filing reports to NSTS Online

is faster and easier than ever.

Creating Marketing Personas.

N A T I O N A L S O U R C E T R A C K I N G S Y S T E M

How Secure

NSTSNational Source Tracking System

are your sources?

100% accountable. Fast & easy.Reporting to NSTS Online is up to 10 times faster and far more secure and accurate than other reporting methods. With a few clicks, users can help improve public safety — and save time and effort.

Approximately half of all licensees that have nationally tracked sources currently report to NSTS using slow, error-prone methods such as fax and e-mail. Using NSTS Online can make a big difference.

It all starts with getting credentialed. Urge users to visit nrc.gov/security/byproduct/nsts/credentialing.html to get started with online reporting.

NSTS OnlineSafe.Easy.Fast.

N A T I O N A L S O U R C E T R A C K I N G S Y S T E M

Lost in Space?

NSTSNational Source Tracking System

Take a better path to accountability.

Get users credentialed. Run a tighter ship.Reporting to NSTS Online is up to 10 times faster and far more secure and accurate than other reporting methods. With a few clicks, users can help improve public safety and save time and effort.

Approximately half of all licensees that have nationally tracked sources currently report to NSTS using slow, error-prone methods, such as fax and e-mail. Using NSTS Online can make a big difference.

It all starts with getting credentialed. Urge users to visit nrc.gov/security/byproduct/nsts/credentialing.html to get started with online reporting.

NSTS OnlineSafe.Easy.Fast.

N A T I O N A L S O U R C E T R A C K I N G S Y S T E M

Get Credentialed

NSTSNational Source Tracking System

… and get it done.

Speed, accuracy, convenience. In a few easy steps.Online reporting to NSTS is faster and easier than ever.

By reporting online, you’ll help improve emergency preparedness and public safety and save time and effort. Online reporting is up to 10 times faster than faxing, and far more secure and accurate. Using NSTS Online can make a big difference.

It all starts with getting credentialed. Urge users to visit nrc.gov/security/byproduct/nsts/credentialing.html to get started with online reporting.

NSTS OnlineSafe.Easy.Fast.

Licensees Agreement States Radiographers

Creating Marketing Personas.

She commanded a nation.

Leadership inspires.

Margaret !atcher

Phot

o by

Tom

Gill

espi

e

Be the !rst to register for GAMA’s groundbreaking leadership program.Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to command and inspire. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership.

Master excellence with expert performance coaches. Find out more at gamaweb.com/l! or email programs@gamaweb.com

He had a dream.

Leadership

imagines.

Martin Luther King Jr.

Be the !rst to register for GAMA’s groundbreaking leadership program.Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to inspire with imagination.

Develop strategic thinking. Leading From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership.

Master excellence with expert performance coaches. Find out more at gamaweb.com/l! or email programs@gamaweb.com

Phot

o Li

brar

y of C

ongr

ess

He built something insanely great.

Leadership

innovates.

Steve Jobs

Be the !rst to register for GAMA’s groundbreaking leadership program.Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to inspire with innovation. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership.

Master excellence with expert performance coaches. Find out more at gamaweb.com/l! or email programs@gamaweb.com

Phot

o by

Mat

thew

Brid

ge

CEOs, Firstline Leaders, Frontline Leaders

Creating Marketing Personas.

Invest in the future. Leading From the

Front is GAMA’s must-attend program for

frontline leaders who are ready to move

mountains.

Develop strategic thinking. Leading

From the Front is a results-driven

program that will build your business

through strategic execution, alignment

and leadership.

Master Excellence with expert

performance coaches. Develop

competencies that are exhibited

by highly successful field leaders.

Shift from tactical to strategic.

Assess, enhance, and elevate core

business processes.

Walk in the Footsteps of Leaders.

The Leading From the Front Capstone

experience culminates on the battlefields

of Gettysburg led by the Gettysburg

Foundation.

Powered by the One Page Business

Plan® and McCauley & Company C.O.R.E.

Performance Coaching Model.TM

Be the first to register for GAMA’s groundbreaking leadership program.

He built something insanely great.

Leadership innovates.

“ Focus and simplicity.

You have to work

hard to get your

thinking... simple.

Because once you

get there, you can

move mountains.”

—Steve Jobs

Phot

o by

Mat

thew

Brid

ge

gamaweb.com/lff

Find out more at gamaweb.com/lff or email programs@gamaweb.com