Social Media Strategy Proposal:

Bridgeport Public Education Fund

Proposed By:
Brianna Salegna
Hailey Filera
Julia Sciorra
Joseph Campisi

November 2023
 Table of Contents

1. Situation Analysis: 3
2. Client Profile: 3
3. External Analysis: 4
Industry Overview: 4
Social Media Landscape: 5
4. Internal Analysis: 6
• Brand Content Audit: 7
• Representation Audit: 7
• Paid Media Analysis: 7
5. SWOT Analysis: 9
● STRENGTHS 9
● WEAKNESSES 10
● OPPORTUNITIES 10
● THREATS 10
6. Audience Analysis: 11
7. Recommendations: 12
Social Media Strategies: 12
8. Conclusion: 15
Appendices 16
● Audience Persona 16
1. Situation Analysis:
Bridgeport Public Education Fund's (BPEF) online presence is constrained with
minimal engagement and reach to their followers. The current digital presence is limited
and does not effectively utilize the power of social media platforms BPEF is
encountering challenges in reaching and connecting with its target audience on each
platform due to the lack of content.The posts on LinkedIn, Instagram, and Facebook for
BPEF are sporadic and inconsistent. Engagement analytics are notably low showing a
lack of audience interaction.
With limited resources and expertise in social media marketing, they struggle to
compete for attention in an increasingly crowded online space. The lack of dedicated
staff or expertise in social media marketing hampers their ability to create and execute
an effective digital strategy. BPEF facebook account witnessed a 45.5% decrease in
follower reach while their Instagram faced a substantial decline with a 79% drop. This
shows BPEF disengagement among their existing audience indicating a failure to retain
interest. Creating an effective strategy can significantly increase visibility making the
organization more widely known within the Bridgeport community and beyond. A
well-planned strategy can effectively communicate the organization's impact, needs, and
events, leading to increased support for its Bridgeport metropolitan area. By utilizing a
content calendar BPEF can create a consistent and engaging content schedule aligned
with the organization's audience as they are not posting information inconsistently or
target towards any audiences.

2. Client Profile:
BPEF stands for the Bridgeport Public Education Fund which is a nonprofit that
has been around since 1983. The original directors of BPEF were Margaret Hiller, a
librarian at Fairfield University in 1983, and Phylis Marcilia, who acted as the head of
the organization. BPEF allows Bridgeport students to become more successful in their
academic achievement through mentoring and scholarships. Their mission is to increase
community involvement in and support for Bridgeport public schools, as well as to
strengthen communication across educational, civic, and commercial constituents.
BPEF wants to increase the awareness of excellence in the classrooms.
Bridgeport's educational system receives extremely little funding, and many kids
cannot afford many of the school supplies required for their education. Many instructors
purchase school materials for their kids with their own money in order to provide a
better learning experience; yet, teachers are not repaid. BPEF also provides money to
outstanding teachers who have gone above and beyond with helping their students.
Along with providing money BPEF develops activities and opportunities that will enrich
and strengthen Bridgeport's public education. The purpose of BPEF is to give back to
students and teachers who go above and beyond in their academic career.
Currently BPEF doesn't know if they even have a true social media presence. Their
target audience varies for different reasons so the struggle is to create a message that
can be used for multiple different platforms of social media. BPEF has 716 followers on
instagram and 563 followers on Facebook. BPEF is spending too much time creating
posts for all of the different platforms and they need to learn the content that is going to
target a wider range of people. Different people need different messages, and it is
something that we need to figure out would be best for their organization. BPEF needs
its own social media. It was originally made to show what BPEF is doing and
communicate what they are doing to their funders, not to recruit MAACS mentors.
MAACS is beginning to take over and needs a separate social media presence.

3. External Analysis:

Industry Overview:
A nonprofit sector refers to an organization that operates primarily to serve
social, cultural, educational, environmental, or humanitarian missions, rather than to
generate profits for their owners or stakeholders. Nonprofit sectors are tax-exempt
under the law, meaning they don't pay income taxes on the revenue they generate.
Nonprofits are able to receive various forms of tax benefits and incentives. Nonprofits
are driven by a social or charitable mission where achieving goals outweighs maximizing
financial benefits. Any funds generated by a nonprofit must be reinvested back into the
organization to further its mission. In Connecticut alone, there are around 22,793
non-profit organizations.1 The IRS lists these organizations as tax-exempt organizations
with around 18,077 accepting tax-deductible donations.
Currently, nonprofits are facing record inflation, workforce shortages, a potential
recession, declining donations, and an increased demand for goods and services. One of
the biggest challenges facing nonprofits today is funding challenges. Nonprofits are
constantly facing funding challenges; In recent years, there's been a decline in
government funding. Due to the lack of funding, nonprofits can have trouble getting the
word out about their organization. Most nonprofits have trouble on social media to get
their information out due to the lack of knowledge for each organization.
A nonprofit similar to BPEF is Elevate Bridgeport. Elevate holds accredited
classes, has mentors, adventure, and College & Career. Their mission is to build
1

https://www.causeiq.com/directory/connecticut-state/#:~:text=There%20are%2023%2C898%20organizati
ons%20in%20Connecticut.
long-term, life-changing relationships with urban youth, equipping them to thrive and
contribute to their community. Similar to BPEF they work in high schools to teach
accredited elective high school and junior high classes in public high schools. Elevate
holds events where students develop teamwork and leadership skills year-round by
participating in outdoor activities after-school, on weekends, and during the summer.
Elevate provides support to students taking their next steps by assisting with Career
planning, College scholarships, Admission applications process, Running interview
practice sessions, and Exam preparation.
Social media commerce is shaping the industry in the sense that the practice of
using social media platforms to reach potential prospects is increasing. With changes in
regulations, funding cuts, competition, and societal shifts, nonprofits must work even
harder to reach a target audience to spread their word. Currently, artificial intelligence
is making its way across the social media industry. AI–powered systems can provide
real-time feedback which can help people and organizations to understand certain
mistakes they are making so that they can improve them. The immediate feedback that
AI provides can help nonprofits boost their algorithm by enhancing their social media
presence.

Social Media Landscape:

● Video content, especially short-form videos, continues to dominate social media.
● Platforms like TikTok, Instagram, Facebook, and YouTube have gained massive
popularity.
● Nonprofits are using platforms to create engaging and informative content.
● Live streaming on platforms like Instagram Live has become a powerful tool for
nonprofits to connect with their audience in real-time, share updates, and raise
funds during virtual events.
● Instagram has seen significant growth and has become a key platform for
nonprofits.
● The introduction of features like Instagram Stories, IGTV, and Instagram
Shopping has expanded opportunities for engagement and fundraising. Social
media algorithms have become more sophisticated.
● Nonprofits must adapt to these changes by creating high-quality, relevant content
to maintain visibility in users' feeds.
● Many nonprofits have limited budgets and staffing, making it challenging to
create and maintain an effective social media presence.
● Nonprofits struggle with measuring the impact of their social media efforts in
terms of donations, volunteer sign-ups, and overall awareness.
● Collaborating with social media influencers who align with their cause can help
nonprofits reach wider audiences and build credibility.
 ● Nonprofits are increasingly using AI tools to analyze social media data, gaining
insights that inform their content strategy and engagement tactics.

4. Internal Analysis:
Bridgeport Public Education Fund, Inc. has been operating as a separate
non-profit, tax-exempt educational organization. The Fund is administered by a Board
of Directors made up of school, business, and civic leaders. BPEF has trouble with
advertising its campaigns through social media to recruit new members, as well as
mentors. BPEF is also one of the few local education funds in the country that
consistently recruits students to serve on the board of directors. The Fund is designed to
stimulate excellence in the Bridgeport public school system by providing support for
innovative programs that improve the educational climate in the city's schools. One
trend that we can see throughout the foundation is that they are dedicated to helping
high schoolers receive a higher education.

Below is an audit of Facebook, Instagram, and LinkedIn:

Facebook: 562 Followers

Name-Bridgeport public Education Fund
Bio-Page ~Charity organization
At first glance BPEF’s Facebook posts vary from event awareness to call to actions to
support BPEF. There are a variety of pictures and videos. Photos are accompanied with
conversational speech and hashtags.

Instagram-714 Followers
Name- @bpefinc
Bio- Charity organization
Providing Mentorship at Bridgeport Public High Schools for student success in college
and career choices!
(Linktree Link included)
At first glance BPEF’s Instagram is not very engaging. It has videos and pictures
showcasing different people and events from BPEF. The captions are accompanied with
conversational speech and hashtags to engage the viewers but they are not targeted
towards specific audiences which could make it confusing.

LinkedIn-96 Followers
Name- @bpefinc
Bio-Mentoring youth for success in college, careers, and life.
At first glance BPEF LinkedIn is not active at all. The most recent post was almost 9
months ago. The post was about supporting BPEF but did not have any substance.
• Brand Content Audit:
● Our Recommendations:
○ Making posts on social media platforms more interactive
○ Offering giveaways
○ Creating merchandise for people to purchase
● The posts could be more aligned with the brand, by focusing more on the facts of
the organization and centering the posts around it.
● The posts are relevant to certain events BPEF is attending or organizing
○ However, posting more frequently could increase the company’s relevance.

• Representation Audit:
● BPEF has a variety of different social media platforms,
● Our Recommendations:
○ Make a schedule for regular posting across all platforms.
■ Have each post planned out to match the rest of the feed.
■ Use filters and templates
● The more visual the posts are, the more likely people will
interact with the post.
● Identify the audience BPEF is trying to target; parents,
teachers, and students.
○ Although the mission and vision are communicating, partnering with
other nonprofits and joining together can show people a bigger picture of
what BPEF is trying to do as an organization.
○ Increasing engagement by starting up a TikTok
■ TikTok is one of, if not the most popular social media site for all
ages.
■ By creating a TikTok account can reach a greater audience than
Instagram, Facebook, and LinkedIn could.
○ Finding ways to increase following, by following local businesses and
interacting with their social media platforms can help grow their following.

• Paid Media Analysis:

● BPEF has the potential to include paid advertisements in their social media
platforms and have an immensely positive impact on the non-profits' objectives.
● Paid advertising allows for a wider audience exposure compared to organic reach.
 ● Boosted advertisements can receive more access to detailed analytics through the
meta business suite.
● Paid ads help raise awareness of the initiatives, events, and successes within the
Bridgeport community.
● Define clear goals for the advertisements
● Continuously monitor and analyze the performance of A/B testing, giveaways,
and contests
● BPEF has been using Facebook Boost
○ cost: about $30 to boost the post
● Only Facebook has been using paid ads to boost events
● BPEF has been using constant contact: this is where you pay a monthly
membership to use your newsletters and send it out to their contacts through this
app try to create events
○ BPEF gains revenue through the guests who buy tickets for the events
through the newsletters through this app
○ use this for publication of events / tie this into the Facebook posts
○ Cost: monthly cost is under $100 a month

UNDERPERFORMING POST
This post received 2 likes and reached only 175 profiles. The graphic posted needs
to be more known that this is a post for an event that BPEF is holding. Originally I
thought BPEF was trying to show all the different platforms they have an account on
because of all the social media platform icons. But once I expanded the caption I was
able to get a deeper understanding that BPEF is holding a Virtual workshop. The caption
needs to be shorter and have the most important information at the top so that it will
draw the attention of the viewer to know exactly when and what this event is. If this post
had more attention grabbing words before it needed to be expanded the viewer would
have a better understanding of what this post is meant to be about. There's too many
words overall in the caption and too many “!!!!!” Hashtags are a key feature in having
your posts directed to specific audiences and be pushed out to certain explore pages
with similar searches. But there are way too many hashtags incorporated into the
caption shifting the dynamic of where this post is supposed to be directed towards. I
recommend using three to five hashtags maximum. Some examples could be
#mentoring #BPEFevents #bridgeportyouth #educationmatters.
5. SWOT Analysis:

● STRENGTHS
○ Dedicated team: The BPEF has a committed team of individuals
determined to help students of Bridgeport schools advance in their
academic careers.
○ Resources: BPEF has resources when it comes to developing its social
media presence. All forms of social media necessary to get awareness for
their organization out to the public are free to use.
○ Valuable content: BPEF has valuable content worth sharing, such as
success stories from individuals who have either worked with BPEF or
were a part of their program. If shared and implemented correctly, their
content can help enhance their credibility on social media.
○ Local focus: The organization's local focus surrounding Bridgeport could
help to build a stronger connection within the Bridgeport community,
especially regarding education.
● WEAKNESSES
○ Limited expertise and personnel: BPEF has limited expertise when it
comes to using certain social media resources. Even though they have
resources available to them, they don't necessarily know how to effectively
take advantage of the opportunities that social media can provide them
with. (can be fixed by having interns)
○ Inconsistent posting: The organization has inconsistent posting
schedules across all of its platforms. They also post irregular content
which can result in decreased engagement and visibility.
○ Limited engagement: Low engagement, such as likes, shares, and
comments can indicate the need for improvement in the quality of the
content being posted. BPEF is not only inconsistent with their posting in
terms of scheduled posts and regular content, but they also have no theme
to their posts regarding font types, colors, or graphics.
○ Money: BPEF has been using money on Facebook Boost. (We don't think
this is necessary so this needs to be changed)
● OPPORTUNITIES
○ Community engagement: Social media platforms offer many
opportunities to interact with the local Bridgeport community, as well as
other communities interested in nonprofit organizations, as well as
parents, students, and even potential donors.
○ Fundraising: BPEF can use social media to spread awareness about the
organization to attract potential donors to the program. By doing
something as simple as spreading the word about BPEF across social
media, other nonprofits and organizations willing to donate money can
help the BPEF and expand their target donor audience.
○ Partnerships: BPEF can use social media to collaborate with other
educational organizations, as well as nonprofits in the areas to expand
their organization's reach and impact.
● THREATS
○ Social media updates: While social media can already be confusing to
learn how to use, a change in certain platforms due to updates can cause a
setback for members of the BPEF trying to learn how to use different
platforms. Once someone may become familiar with a certain platform, it
can update and change which means new features will have to be taught.
○ Negative feedback: Negative comments or criticism on social media can
harm an organization's reputation which will require crisis management.
○ Changing algorithms: Social media algorithms are constantly changing
and evolving, meaning the visibility of certain content may be
compromised if posts are not receiving enough engagement.
 ○ Competition: BPEF may face competition in terms of budgets,
donations, and audience appeal with other educational organizations or
other non-profits in the Bridgeport area.
The dedicated team at BPEF can play a significant role in mitigating the threat of
negative When receiving negative comments the team's commitment and passion for
BPEF’s mission can be used to respond effectively. The team should be trained to handle
negative feedback with professionalism and transparency instead of simply deleting the
comment. BPEf can use the negativity as an opportunity to have constructive
engagement. By consistently highlighting the organization's achievements the positive
narrative can outweigh the negative.

6. Audience Analysis:
● Facebook is the most used social media platform
Instagram:
● High School Students
● College Students
Facebook:
● Men: 22% Age: 45-54
● Women: 78% Age: 35-44
● School Districts
● Mentors
LinkedIn:
● Teachers
● Business Professionals
● Colleges

● MACCS Program -capture the high school audience

● CAP Program - College students and High School Alumni (Automatically in the
program post-grad)
● The colleges in CT (ECSU, WCSU, SHU, FU, SouthernNewHavenCS… etc.)
Stamford to Easton is the area range

Behaviors:
● These students want to grow in understanding extracurricular development.
● They want to pick up and makeup information given to them.
● They are productive in seeking greater efforts in schools.
● They are engaged in the college research process.
● Overall focused on getting jobs and scholarships.

Instagram Stories:
 ● Creating interactive Instagram Stories that showcase behind the scenes glimpses
of MACCS program activities, mentor-student interactions, and student success
stories.
● Utilizing interactive features like polls, quizzes to encourage engagement and
gather feedback from high school students.
● Share some quick tips and motivational content related to college preparation
and scholarship opportunities.

LinkedIn:
● Share articles focusing on the career development aspects of the CAP Program
● Connect with alumni who have successfully transitioned from BPEF to showcase
diverse career paths and achievements.

Facebook Groups:
● Share regular updates and success stories within the group to foster a sense of
community
● Encourage mentors to share their experiences and best practices
● Host webinars on f]facebook Live addressing topics such as effective mentorship
strategies, navigating college applications, and fostering extracurricular growth.

7. Recommendations:

Social Media Strategies:

Strategy Recommendation 1: Apply for verification requests for Instagram,
Facebook, and Twitter.
○ Content Creation 1: complete meta application
■ Cost: $14 when you subscribe on the app/$11 when you subscribe
on the web
○ Content Creation 2: complete twitter (x) verification
■ Cost: $3 a month / $32 a year on the web

This recommendation is necessary to build trust and credibility. Verified accounts are
perceived as more credible and official showing trust among its followers. Verified
accounts often receive better visibility and priority in search results.

Strategy Recommendation 2: Partner with influencers

■ Content creation 1: Email the center for Career & Development
Office to find possible people wanting to promote BPEF
 ■ Content Creation 2: Reach out to students from Marks class that
have large social media followings to post about BPEF. Give the
influencer a PR package of BPEF merch or free entrance to an event
that you will live stream of the influencer attending and shout them
out at the event and on social media.
● Cost: $0

Strategy Recommendation 3: Hire unpaid (or paid) intern

○ Content Creation 1: Reach out to the career center at SHU to open this
internship to more students
○ Content Creation 2: Create a digital ad on Canva to post on Instagram and
facebook that you are looking for a social media intern
○ Content Creation 3: Advertise on Handshake and LinkedIn that you are
looking for a social media intern in the coming semesters.
■ These are the steps on how to set up a handshake account for
employers: Handshake: Employers
■ Cost: $0 / Connecticut Minimum Hourly wage of ($15)

Strategy Recommendation 4: Develop a plan to post consistent on all platforms by

using Hootsuite to schedule posts in advance
● Content creation 1: Develop a realistic plan on how often you would like to
post through hootsuite
■ Develop how far in advance you would like to create a content
calendar.
■ Recommend posting 5 times a week on Instagram and Facebook.
■ Cost: professional $99 per month / Team $249 per month /
Enterprise (schedule a demo) https://www.hootsuite.com/plans

Hootsuite streamlines content scheduling, saving time and allowing strategic planning.
It also provides insight into post performance, enabling data-driven decision making.

Strategy Recommend 5: Develop a plan to have paid advertising for events

○ Content Creation 1: Partner with local restaurants to sponsor your events.
They can donate baskets, food, or even just money towards the cause.
○ Content Creation 2: Create fundraisers with popular spots in the town. By
people going and paying for a service, BPEF could receive a portion of the
profits made from that day.
■ Romanacci, J Bagels & Cafe, Best Edibles
 ○ Content Creation 3: By making promotion posts for Instagram, Facebook,
and Linked In for these fundraisers, it will draw in attention from locals as
well.
■ Cost: $0
● By partnering with different spots around town, and
advertising it to Sacred Heart students, significant money
can be made for BPEF.

Strategy Recommendation 6: Increase engagement by posting content that is

engaging
○ Content Creation 1: Create a photo contest on instagram and create a
digital ad to promote this contest.
■ Photo contest ideas: Student Success stories (Encourage your
audience to submit photos that capture the success stories of
students who have benefited from your educational programs.)
■ Community Involvement (Showcase the connection between
your educational programs and the local community. Participants
can submit photos that highlight community engagement,
partnerships, or events that promote education.)
■ Teacher Appreciation (Dedicate a contest to celebrating the
hard work and dedication of teachers. Participants can submit
photos that showcase the positive influence teachers have on
students and the learning environment.)
● Cost:$0
○ Content Creation 2: Create challenges and giveaways on Facebook
■ School Supplies Package (Put together packages of essential
school supplies and give them away to participants. This can
include notebooks, pens, pencils, and other items to support
students in their learning journey.)
■ Artistic Expression Challenge (Host a challenge that
encourages artistic expression, such as drawing, painting, or
crafting, with a theme related to education or the mission of your
nonprofit.)
■ Follow Us/ Engagement Giveaway (Create a canva graphic
that shows 1. Follow us on all social media platforms 2. Like this
post and comment down below your favorite part of BPEF 3. Share
this post on your story for an extra entry)
■ Cost: $20 gift card giveaway for amazon
8. Conclusion:
As we draw towards the conclusion of our proposed social media strategies for
the Bridgeport Public Education Fund, it is essential to revisit the key highlights covered
in this proposal. Throughout our comprehensive analysis and strategic planning, we
have identified pivotal areas that can revolutionize your organizations online presence,
as well as engagement. First off, you want to always make sure you are defining clear
objectives. Defining specific objectives for your social media platforms and deciding on
specific goals can help your organization raise awareness, attract more volunteers,
increase donations, promote events, etc. By defining your goals and focusing on one at a
time, you will be able to guide your strategy more easily. You also want to make sure you
are analyzing your audience. You want to make sure you are understanding your target
audience, as well as their persona. When doing so, ask yourself questions such as ‘who
they are, what platforms they use, and what content attracts their attention.’ Creating
personas will help tailor your content accordingly.
You also have to be cautious of your platform selection. Make sure you are
selecting social media platforms that align with your target audience and what they most
commonly use. Going off of that, make sure you are being consistent with your
branding. Visual branding is very important to ensuring a successful and organized
social media presence. Make sure you’re using a consistent logo, color scheme, graphics,
fonts, and mission statement. You also want to make sure you are using high quality
images to make your content look more professional. You also want to engage with your
audience. A solid engagement strategy is very important to an audience. Engage with
your audience by responding to comments, dms, and tags. You also want to encourage
discussions in your comment sections to ensure feedback. The process of posting polls
and surveys on a platform such as Instagram (stories) can also promote engagement. In
terms of posting, it would also be helpful to have a content strategy. Creating a content
strategy that involves posting schedules will help guide your plans to make posting
easier and more effective.
It is also a good idea to start getting involved with influencer outreach. You can
partner with (SHU) student influencers in order to increase outreach. Since the
nonprofit, BPEF, is not as well known as an organization that big influencers may
partner with, it would be best to start small and work your way up. You should also start
to get involved in paid advertising. Make sure you are allocating a budget for social
media advertising in order to reach a broader audience. Platforms such as Facebook and
instagram offer effective ad targeting options. You also want to ensure that your social
media team is trained and up to date with current trends and the necessary skills to
create effective content. You also want to make sure that your whole team is on board
with using the same strategies and creation tools so that every post sticks to a theme.
Make sure to constantly assess your social media platforms. Ask yourself, ‘what's
working/ what's not working.’ If you find that something is not working and/or not
increasing engagement, evaluate what you can do differently. Lastly, encourage your
MAACS mentors, employees, and volunteers to engage with your social media
platforms. You should also encourage mentors to share their stories. Volunteer
engagement is a good strategy to help audiences see from other perspectives how your
organization succeeded in its mission.
The proposed social media strategies aim to propel your nonprofit organization
towards greater visibility, engagement, and impact in the digital atmosphere. By
strategically implementing these steps based on insights, your organization can forge
stronger connections, amplify its message, and drive meaningful change through social
media.

Appendices

● Audience Persona
a. Facebook
b. Instagram
c. Linkedin

Persona Name: Alex

Age: 16 Location: Bridgeport, CT
Gender: Male Income: N/A
Occupation: STUDENT Family: Alex lives with his parents and a
younger sister in a modest suburban
home in Bridgeport, CT. His parents work
full-time to support the family, and they
emphasize the importance of education
and responsible internet use.
Job title: N/A Social networks: primarily Instagram,
Snapchat, and TikTok. He also uses
Facebook to connect with family
members and older friends.
Company size: N/A Interests: Alex is passionate about
technology, and video games, and is an
avid anime fan. He also enjoys
photography and often shares his creative
shots on Instagram. Alex is a member of
 his school's coding club, where he honors
his programming skills.
Pain points: Balancing schoolwork and Values: Alex values his online reputation,
social media usage. privacy, and the connections he maintains
Struggling with online bullying and with friends and family through social
negative comments. media. He is also mindful of his family's
Feeling overwhelmed by the constant financial situation and tries to be
pressure to maintain an online presence. responsible with any money he receives.
He was keeping up with the latest trends Education is important to him, and he
and memes to fit in with his peers. understands the importance of
Concerns about online privacy and data maintaining a balance between his online
security. life and schoolwork.

Where and how they purchase:

Bio:

Alex is a 16-year-old high school student residing in Bridgeport, CT. He's a tech
enthusiast and an avid gamer, often spending his free time coding and playing video
games. He's also passionate about photography and shares his creative shots on
Instagram. Alex values his online reputation, privacy, and strives to balance his online
life with his education. He

Persona Name: Emma

Age: 19 Location: Sacred Heart University
Gender: Female Income: N/A
Occupation: Full-Time College Student Family: Emma comes from a close-knit
family with two younger siblings. Her
parents emphasize the importance of
education and have supported her
decision to attend college. They live in a
suburban neighborhood in Bridgeport,
CT.
Job title: Waitress at a restaurant Social networks: Emma is active on
various social media platforms, including
Instagram, Facebook, Snapchat, X,
TikTok, and Vsco. She uses these
platforms to stay connected with friends,
 share her college experiences, and keep
up with the latest trends.
Company size: N/A Interests: Emma enjoys shopping,
especially for fashion and beauty
products. She's an avid reader and often
shares her book recommendations on
Instagram. She loves spending time with
her college friends, going out to eat at
places like Chipotle, and exploring the city
in her free time.
Pain points: Values:
Balancing a busy college schedule with Emma values her education and the
social activities and a part-time job. support of her family. She believes in
maintaining a balance between her social
Financial constraints as a college student, life and academic responsibilities. Staying
often needing to budget and make careful connected with friends through social
spending decisions. media is important to her, and she enjoys
sharing her college experiences with her
FOMO (Fear of Missing Out) and the online community. She likes to look on
pressure to keep up with social trends and BPEF instagram for constant updates and
events. events.

Concerns about her academic

performance and achieving good grades.

Where and how they purchase: through

links on instagram when seeing ads for
clothing on each social media platform
Bio:

Emma Mitchell, aged 19, is a full-time college student at Sacred Heart University.
She's into fashion, enjoys reading, and loves hanging out with her college friends.
Food outings to places like Chipotle are a favorite pastime. Emma faces challenges
balancing her busy college life, managing her finances, and dealing with the pressure
of staying up to date with social trends.

Persona Name: Sarah

Age: 43 Location: Fairfield, CT
Gender: Female Income: annual salary of a middle aged
women in education
Occupation: Educator Family: She is married to a fellow
professor and has two young kids.
Job title: Mentor Social networks: Facebook. Sarah
primarily uses Facebook for its ability to
connect with her students' parents and
the educational community.
Company size: N/A Interests: Sarah is passionate about
teaching and mentoring. She enjoys
reading, often focusing on books related
to education and personal development.
She's also an advocate for environmental
sustainability and takes part in local
eco-friendly initiatives.
Pain points: Balancing the demands of Values:
teaching with her role as a mother and Sarah has a passion for education as well
wife. as helping others. She is passionate about
teaching her kids how to read. She
Keeping up with the evolving trends in believes in personal development for all
education and technology. people, especially those that she teaches.
She is kind and loving and that is shown
Concerns about the emotional well-being through her drive for education and the
and academic progress of her students. relationships she formed within her
family.

Where and how they purchase:She buys

teaching materials, books, and household
items from trusted online retailers.
Bio:
Sarah Henderson, 43, is an educator living in Fairfield, CT. She's
married with two children and deeply passionate about teaching and
mentoring. She values her family, strives to balance her roles as an educator
and a mother, and is dedicated to her students' emotional well-being and
academic progress. Sarah is also an advocate for environmental sustainability
and self-improvement through reading.