Top Marketing Strategies for The Poynter Institute

The Poynter Institute User Persona

Name:

Emily Johnson

Age :

32

Gender :

Female

Occupation :

Investigative Reporter

Industry :

News Media

Education :

Master's Degree, Journalism

Preferred platforms

GOALS

• Advance her career by gaining recognition for impactful investigative journalism
• Improve her fact-checking and reporting skills to produce high-quality, reliable news stories
• Stay updated on the latest trends in investigative journalism and adopt new techniques to enhance her reporting.

Frustrations

• Encountering difficulty in accessing reliable sources and verifying information in a timely manner
• Facing online harassment and threats due to the sensitive nature of her investigations
• Struggling to secure funding and resources to support in-depth investigative projects.

Name:

Mark Williams

Age :

25

Gender :

Male

Occupation :

Freelance Journalist

Industry :

Media

Education :

Bachelor's Degree, Communication

Preferred platforms

GOALS

• Build a strong online presence as a credible freelance journalist to attract potential clients
• Develop a diverse portfolio of published articles on various platforms to showcase his skills and experience
• Master the art of pitching story ideas effectively to secure freelance writing assignments from reputable publications.

Frustrations

• Facing challenges in standing out in a competitive freelance market and attracting clients consistently
• Dealing with irregular income streams and the uncertainty of freelance work
• Struggling to balance creative freedom with the demands and editorial guidelines of different publications.

Name:

Dr. Sarah Brown

Age :

48

Gender :

Female

Occupation :

Journalism Professor

Industry :

Education

Education :

PhD, Mass Communication

Preferred platforms

GOALS

• Equip her students with essential journalism skills, ethics, and media literacy to prepare them for successful careers
• Incorporate innovative teaching methods and digital tools to create engaging learning experiences in journalism courses
• Stay abreast of the evolving media landscape and adapt her curriculum to address contemporary challenges and opportunities in journalism.

Frustrations

• Combating the spread of misinformation and promoting media literacy among students in an era of digital information overload
• Preparing students for the precarious nature of the journalism job market and the evolving media industry landscape
• Securing funding and resources for journalism programs and keeping up with the latest technology and equipment.

The Poynter Institute Geographic and Demographic Insights

Geographic Insights: The Poynter Institute's largest user base is in the United States, followed by India and the United Kingdom. Canada and Australia also represent significant markets.

Demographic Insights: Poynter's target audience skews slightly female and is most prominent in the 25-34 age group. Younger demographics show interest, suggesting a focus on early-career journalists.

The Poynter Institute Socio-economic Profile

Household and Income Insights: Poynter's audience is diverse in household size, reflecting a mix of individual subscribers and those with families. The income distribution leans towards middle-income earners.

Educational and Employment Insights: Poynter primarily targets working journalists, reflected in the high percentage of full-time employed users. The audience is highly educated, with a majority holding university or postgraduate degrees.

The Poynter Institute Behavioral Insights

Interest-Based Insights: Poynter's audience is interested in news, politics, media, technology, education, writing, and current events, reflecting its focus on journalism and media literacy.

Technology and Social Media Usage: Poynter's audience is active on X (formerly Twitter), LinkedIn, and Facebook, primarily using desktop and mobile devices.

The Poynter Institute Top Competitors