Personas go beyond basic segmentation practices by digging into the “why” behind subscriber behaviors and preferences. Personas demonstrate unique habits, attitudes, and behaviors and communicate across multiple channels. In this session, the California Avocado Commission and their agency, Red Door Interactive, will discuss how to create personas, and how you can use them to affect your messaging and, ultimately, your bottom line.

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2. From the Grove to Your Inbox:
California Avocado
Commission’s
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Persona Program

3. S peakers
• Brett J ohnson • Red Door Interactive
S enior S trategist RedDoor.biz
bjohnson@reddoor.biz
@reddoor
@brettrossj
•~70 full time employees
•Offices in S an Diego, Carlsbad & Denver
• Pilar Bower •10th Anniversary
S r. Email Marketing S trategist •Brand promise
pbower@reddoor.biz • Expert Recommendations
@pilarbower
• Transparent Return on Objective (ROO)
• Proactive Communications

4. RDI Core Values
 INS PIRE  EXCE ED
 S HARE  100% J ERK FREE
 EVOLVE
Maintain a Great Place to Work
• Align teams with clear vision, mission, and values
• Communicate with openness and trust
• S trong employee retention and development
• Hire great people to develop key emerging
service areas
• Develop management skills, knowledge,
and proficiency
• Use technology to improve communication
• Financial stability

5. Partial Client List

6. California Avocado Commission
• Created in 1978, the California Avocado Commission strives to
increase demand for California Avocados through advertising,
promotion and public relations, and engages in related industry
activities that benefit the state's nearly 5,000 avocado growers.
• The California Avocado Commission serves as the official
information source for California Avocados and the California
Avocado industry.
• CaliforniaAvocado.com
• F acebook.com/CaliforniaAvocados
• @CA_Avocados
• Pinterest.com/CA_Avocados

7. Overarching Business Goal
S tated business objectives are all direct drivers of the overarching goal of
optimizing value by positioning avocados as a premium product.
Premium Product Increase
Demand
Enhance Leadership Increase Value

8. CAC – Current Email Program
• Monthly recipe newsletter
• Consistent template
– Easily editable images &
text
• No segmentation
– All subscribers receive the
same content
• Themes, content modules
• F eatured recipes
– Guacamole of the Month

9. CAC – Current Email Program

10. Why We Do Personas
Identify groups not known to business
Determine the triggers that influence behaviors
Provide the consumer voice in team development
Prioritize development and communication
Proprietary. Confidential information & ideation owned by Red Door
Interactive 10

11. Personas Are Behaviors
market segments online behaviors persona
Erin
Ex. S ophisticated
Naturalists Marti
Perry
Ex. Optimistic Cooks
Proprietary. Confidential information & ideation owned by Red Door
Interactive 11

12. Marry Business Objectives With Consumer Needs Online
Our Objectives in This Phase
Understand Understand Identify Assets Learn from Listen to
Business Goals Consumers and Resources Insights Guidance
S o We Can
Align Contribute Determine the Design
Track Changing
S trategically Insights Triggers Interactive
Attitudes
Platform
Proprietary. Confidential information & ideation owned by Red Door
Interactive 12

13. Our Persona Process
Understand audience needs, goals, expectations, preferences and online behaviors
Existing California Avocado Commission
Persona Interviews Third-Party Research
Research
Build a consolidated and actionable audience profile
Online User Personas
Deliver Relevant Online E xperiences to Audiences
User S cenarios/
Features and Functions Priority and Value Messaging and Timing Media Vehicles
Test Plans
Proprietary. Confidential information & ideation owned by Red Door
Interactive 13

14. Talking With Your Audience
• Qualitative and Quantitative • S uper Heavy – 12
• 29 Interviews • Heavy – 9
• 1 on 1 conversations • Medium – 5
• 45 – 60 minutes each • Light – 3
• 20 Women • California
• 9 Men • Arizona
• 100% online 5+ hrs/wk • Utah
• Colorado
• Age 25-54 (21) • Washington
• Age 55+ (08) • Oregon
• 59% S martphone Users
Proprietary. Confidential information & ideation owned by Red Door Interactive 14

15. Overarching Persona Themes
• “What the Kids Want”
• Google S earch dominates
• Tablets haven’t hit like smartphones
• More Recipe alerts! Please!
• No Recipe Videos . . . Unless they’re a quick specialty
cooking method.
• Most people had not visited your competitor’s website
• Parents were cited as the #1 way people were
introduced to avocados
• Introducing kids at a young age seemed to lead to a
lifelong affinity

16. Creating An Audience S chematic: Target Mapping
CaliforniaAvocado.com
User Group Curious
THE NATURAL Craving
TA-DA! Harmony
S EAS ONED
S ophisticated Traditionalist/
S egment Optimistic Cooks
Naturalists Live for Today
User S tate Keep it healthy F ast, fresh, variety Take it easy
Makes same stuff
Organic & On A Creating new
Dimensionalized repeatedly. . . then
Budget favorites, fast
goes out to eat
I plan & budget so we Pre- or post- shopping
User Response What sounds good?
can eat organic recipes help me
Brand Give me wholesome Would buy more if Trusts quality and
Relationship food less expensive nutritional value
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Proprietary. Confidential information & ideation owned by Red Door Interactive

17. Persona Needs and Attitudes
Taking action on needs , pers onalities , habits and channels
• “With all the dietary restrictions in our family I’m thankful avocados can
be eaten by everyone. I would do organics all the time if I could afford
them. I trust them more than organics from Mexico or Chile. You never
know what is in there. For now I’ll keep looking for ways to save.”
E RIN
“I love making unique foods for my family and friends on a daily basis. And
you’ll seldom see me head out the door for a get together without a new
dish in hand. J ust about every day I’ll look for something new to create,
usually starting with my inbox. ”
MARTI
• “Avocados go hand-in-hand with my California heritage. It’s why I have
an interest in California agriculture. What’s happening with the water,
the weather and the chemicals in the soil. It’s good to be educated
about what you eat. I tell my kids that all the time . . . And I think they’re
getting it.”
PERRY
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18. Channels & Messaging
Erin Marti Perry
Cooking Simple, healthy, natural New, creative recipes Same ol’ Same ol’
Sacrifices to eat organic or Healthy, in season and
Health/Nutrition Splurging has its benefits
natural local are worth the cost
Diet-specific recipes at least
Email New recipes daily California agriculture news
once/week
Sports, the bank and Red
SMS Sales and promotions Only for bills
Box
Facebook daily & on the go, Recipes via email, sports, Visits brand pages based
Social Networks Pinterest, follows Twitter for games and texting family for information in
deals and sharing recipes & friends Facebook. Light use.
Price checking, lists, coupons
Mobile Recipes, sports, games News, weather, email
and nutrition
Sunset, Good
Cooking Light, Sunset,
Magazines Vegetarian Times Housekeeping, Home,
Southern Living
Cooks Country
Food Network, America’s Test Food Network if the wife is
TV Food Network heavily
Kitchen watching
America’s Test Kitchen, Food Network, AllRecipes, AllRecipes, Food Network,
Recipe Websites
AllRecipes, Cooks.com EatBetterAmerica Cooking Light, CAAlmonds

19. Increasing Purchase Frequency
Non-
organics
E rin
Breakfast & Lunch Recipes
Marti
S ides &
S preads
Perry
Light Medium Heavy S uper
Heavy

20. CAC – Future E mail Program
• Profile Center
– S elf-select Persona segmentation
– Detailed demographic information to apply to Personas
– Preferences: Desired frequency, Types of content
• Welcome S eries
– Customized based on opt in touchpoint (website, mobile, social, contest, offline event)
• Needs Based Content
– Additional communication types besides monthly newsletter
– Tailored subject matter (recipes, dietary preferences, nutrition, agriculture)
– Dynamic content (E x: Automated daily recipes)
• Behavioral segmentation
– Mobile friendly templates
– Channel preference
– Responsive design
• A/B testing on template design types and content

21. Email S ign up page:
•Asking the right questions to allow your
subscribers to segment themselves into Persona
buckets for future targeted messaging

22. Rubio’s Personas – Voice of Customer
Rubio’s was in the rebranding process and needed
to know how to better connect with their target
segments digitally.
Goal:
•Find the online alignment between consumer needs
and business goals
Tactics:
•Interview 32 consumers within target segments
•Identify behavioral and attitudinal themes
•Formulate objectives, strategies and tactics that
influence behaviors
Results:
•Rubio’s expressly requested all agency partners to
map their campaign ideas and implementations back
to the personas and the associated objectives, and
strategies

23. Questions?
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