Design Research Festivals United Newark needed a clearer picture of who its festivals were really for. JENN developed in-depth consumer personas that revealed the motivations behind target festival-goers, giving the team a sharp roadmap for marketing every event.
Design research, consumer personas
Client: Festivals United Newark
THE CHALLENGE
Festivals United Newark produces several festivals that bring the city together throughout the calendar year. To grow attendance and market each event more effectively, the team needed to move beyond general demographics and understand who its audiences really are: what draws them, what holds them back and what makes a festival worth showing up for.
THE APPROACH
JENN surveyed past attendees, interviewed festival-goers, and reviewed attendance data, social data, and client-provided visitor and resident demographic reports to uncover the emotional drivers behind festival attendance. Those findings were framed against the cultural and economic realities shaping Newark audiences, then distilled into five distinct consumer personas.
WHAT WE DELIVERED
5 in-depth consumer personas, each capturing motivations, values, habits and barriers
Recommendations for reaching each persona: messaging, channels and timing
Delivered in a highly visual Brand Playbook
THE IMPACT
The team recorded record attendance across festivals, using the personas to plan marketing for each festival.
