Career switchers

Customer personas drove this campaign targeting career switchers in various industries.

The challenge

Reach new customer segments with highly targeted marketing to increase real estate pre-licensing sales. 

The idea

We created "career switcher" customer personas in different industries that informed  our campaign executions. 

Through customer persona research, I wrote tight creative briefs that captured deep customer mindsets and key brand benefits that address their needs.  This gave the creative team specific direction, which was reflected in the work they created.