Real-Life Case Study:
The Russia team conducted surveys with students involved in SLM during their summer break, in order to create a persona for a believing student called Olya. After doing their research, they found that some of the content they thought would appeal to Olya (for example, a video Key Volunteer Challenge) was not an appropriate first step to engage her. She needed to become familiar with who they were to understand why they were engaging her.
While their Olya represents a desired audience for SLM, they believe that most often, a believing student that they meet for the first time is most likely not actively trying to share their faith. Usually, students become mission-minded after engaging with their ministry for some time. They need a different kind of first step to help engage Olya.
Creating this persona was essential for the team, not only to better understand their audience and see where their assumptions weren’t necessarily true, but also to find better ways to engage with their key audience.
Here is another example of a simple persona created by a different team: