Target Audience
Consumer Journey
STAGE
Awareness
Consideration
Purchase
Post purchase
Thinking
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What is the P.E workshop talking about?
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What do soft skills mean?
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Will this workshop be helpful in my future career?
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Is this workshop time-consuming and impacting my learning?
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Will there be many interesting activities here?
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Should I go with friends or go alone?
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Hope this workshop will be interesting.
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The workshop was very fun and gave lots of useful knowledge in life.
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It doesn't take too long.
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Would I recommend everyone to sign up for these workshops?
CURIOUS
CONFUSED
EXPECTED
SATISFIED
Feeling
Doing
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Find out about soft skills and why they are essential in life.
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Get the P.E apps.
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Visit P.E's Facebook page to find out about the past events and pick out what you like in this workshop.
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Invite friends to join.
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Check out what everyone else has to say about the P.E workshop.
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Compared with other workshops in school.
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Narrow the number of options and come to a final decision.
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Sign up for the workshop
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Search information about the guest.
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Learn briefly about the theme of the workshop
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Recommend for loved ones to join the workshop.
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Post review of P.E workshop on social media.
Brand touchpoints
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Word of mouth
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Mails via Outlook
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Posts on Facebook of P.E Hanoi
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Booth of P.E at RMIT.
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Word of mouth
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Facebook of P.E Hanoi
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Youtube channel of RMIT’s students
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Word of mouth
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Internet
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Facebook of P.E Hanoi
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Booth of P.E at RMIT.
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Word of mouth
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Facebook of P.E Hanoi
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P.E workshop at RMIT.
TARGET AUDIENCE PROFILE
Demographic
Age: 18-22
Gender: Both genders.
Occupation: second and final year students
Income: low income (4-6 million VND)
Geographic
Living in Hanoi
Psychographic
Personality traits: straightforward, adaptable, decisive, and open-minded
Interest: care about planning for career future, willing to learn soft skills, join career-related forums, update job trends by searching information related to soft skills and career development.
Belief: learning soft skills is an essential requirement to prepare for the workplace upon graduation.
Attitude: want to explore and utilize their skills from Personal Edge into the workplace.
Behaviroural
Benefit-sought: want to join suitable workshops that provide essential knowledge and skill to prepare for their future career.
Usage: spent 3-4h/ day on the Internet including social media and online news.
Undergraduate & Post-graduates international students & local students
PERSONA
Age: 21, third year students
Gender: Female
Occupation: second and final year students
Income: low income (4-6 million VND)
Psychographic
Interest: care about planning for career future, willing to learn soft skills, join career related forums, update job trends by searching information related to soft skills and career development.
Belief: learning soft skills is an essential requirement to prepare for workplace upon graduation
Attitude: want to explore and utilize her skills from Personal Edge into the workplace.
PHUONG ANH
Behaviroural
Benefit sought: want to join suitable workshops that provide essential knowledge and skill to prepare for her future career.
Usage: spent 4-6h/ day on the Internet including social media and news.
Key Insight
The target audiences are university students who did not have a thorough plan for their future career in their degree, but rather focused on getting good grades at school, which they think is enough. Upon graduation, they wouldn't have a clear direction for their career as well as confidence in their soft skills.