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Chapter Meeting

Creating Target Audience Personas

3/22/2018 12:00 PM - 1:15 PM

The University Club of MSU (map)

Understanding a target audience is critical to effective communications and requires more than the science of big data. Discovering their hopes, their dreams, their goals and their motivations requires a combination of art and science, a healthy mix of fact and fiction. Developing personas – individual profiles – of target audiences can be a low-cost way to more effectively and efficiently target your communications and marketing efforts.

Personas allow us to walk in our audience’s shoes and understand them on a much deeper personal level. Only then can we gear our marketing and communications to engage them based on their interests and motivate them to action based on their goals. This session provides hands-on strategies for communicators, marketers and fundraisers who want better results from their campaigns.


Colleen Gehoski Steinman, APR, is a development specialist for St. Vincent Catholic Charities where she manages direct mail campaigns, donor communications and prospect cultivation. She has nearly 20 years of experience working in state government and nonprofit communications in Michigan, Florida and Idaho. She has been a member of PRSA since 2008, serving on the Central Michigan and Idaho chapter boards of directors. Her degrees include a bachelor's degree in journalism from Michigan State University and a master's degree in English/professional communications from Western Michigan University. She earned her accreditation in 2016.