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  3. The nervous school leaver

Template for 'The nervous school leaver' persona, Sarah

Save time and money by starting with this 'The nervous school leaver' persona example. Learn how to make your Higher education website easier to use for Sarah. By putting the user first (in this case Sarah), you will be creating an experience that meets Sarah's expectations, supports their goals and remedies any pain points. This persona example could be used for the Higher education industry.

Meet 'The nervous school leaver', named Sarah

"My marks aren't as good as I had expected them to be and now I'm really nervous about what my next steps are"

Sarah worked hard in high school but didn't get the marks she needed to get into her preferred college.

This persona is motivated by getting into college. This persona is 17-18, and lives in the suburbs . Sarah is single, has no children and is often kept busy with her social life.

People like Sarah are very comfortable with technology.

Sarah is very social so she'd prefer to go to the same College as at least some of her friends.

How Acme University can help Sarah

Sarah has come to Acme University because Sarah's problem is not having the right marks to get into her dream course. Acme University could help Sarah with this problem by offering her pathways into the university, but one of the reasons why Sarah has not yet engaged with Acme University is she assumed that her next steps were limited but her friend just told her about a pathways option.

Website visit goals for www.achme-U.com

Learn how to make your website easier to use for 'The nervous school leaver' persona.

'The nervous school leaver' has recently been visiting websites in the Higher education sector and has arrived at www.achme-U.com. Sarah has found that most of the websites in the Higher education sector have similar messaging and wants to know the main points of difference of Acme University.

Important
Website goals Barriers How we can help
To get more information on what pathways are available to her Website asks for too much personal information in order to see the pathway options Showing the different pathway options and only asking for her information if she wants to apply for one
To see the requirements for applying for a pathway The requirements are in a seperate section Placing all relevant information within the pathways section or cross-link to the other information
To get in contact with a representative of Acme College within the pathways department She can only find a general inquiry phone number Having a useful search tool to help people like Sarah find the specific information they need

Technology

Comfort level with technology

Sarah is very comfortable with technology.

Time

Spare time

On an average day, Sarah has plenty of spare time.

Jargon

Jargon familiarity

Sarah is not familiar with the industry specific terms that are used in the Higher education industry.

Social media usage for Sarah

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: very high usage
Twitter: high usage

Devices that Sarah uses to access the Acme University website

Computer

Desktop / laptop

Sarah uses a computer to access the Acme University website while researching with her parents at home.

Tablet

iPad

Sarah uses a tablet to access the Acme University website while watching TV.

Mobile

Smart phone

Sarah uses a mobile to access the Acme University website when hanging out with her friends comparing college options.

The nervous school leaver
Stats for 'Sarah' insert_chart
  • Life-stage: finishing high school
  • Age: 17-18 years
  • Annual income: under $5,000
  • Industry: student
  • Internet usage: many times a day
  • Social media usage: addicted to
Relationships group
  • Marital status: single
  • Children: no
Education/skills school
  • Education level: a Certificate
  • Technical level: very comfortable
  • English level: native

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

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