Does your organization use personas? If not, you could be missing the boat. Personas are the foundation of personalized, one-to- one communication. They are fictitious representations of your audiences – who they are, what they like, and most important, what they don’t like. By identifying your persona’s ideal online experience, your business can create targeted content, navigate an ever-shifting digital landscape and surpass marketing goals. In this in-depth session, you will learn: How to create personas Tools that help you identify what your audience wants How your personas translate to your digital content, website presentation, social media channels, and other digital marketing efforts How personas make your brand successful Session attendees will also receive a step-by- step worksheet to start creating their own personas.