Team 16 - DM 0601

Brand Storytelling Framework

persona i (High School Student) persona ii (Undergraduate School Student) persona iii (Graduate Student)
Persona Description [Insert functional description, including things like age, job, hobbies, etc...]

High school students aged 14–18, typically enrolled in

Anpublic
undergraduate
or private school
educational
student
institutions.
is typicallyThey
between
A 27-year-old
are digital
18 and natives,
graduate
24 years
spending
student
old andsignificant
pursuing
is pursuing
an
time
aMBA
bachelor's
online fordegree
socializ
What are their concerns, worries, fears and frustrations? [There is not always a direct pain point or hardabout
•Concerned pressing needout
standing toinsolve.]
a competitive
job market.
•Fear of wasting time on irrelevant or low-
Academic Pressure: Anxiety about meeting expectations
Undergraduate
from parents,
students
teachers,
often
andface
peers
concerns
to excel
about
quality
academically.
academic
resources.
performance, such as meeting deadlines, mainta
What are their hopes, dreams, desires, and aspirations? [Sometimes, there is just a human intangible emotion that can be capitalized]
•Dream of landing a top-tier job or starting their
own business.
Achievement: Excelling academically and gaining recognition
Undergraduate
for theirstudents
talents.often
Self-Discovery:
dream of achieving
Exploring
•Desire
academic
theirtopassions
be seen
success
and
as knowledgeable
and
finding
earning
clarity
their
on
anddegree
their career
as a stepping
paths. Belo
sto
What cultural constructs do they live within? [What macro trends/elements and external qualifiers affect your customer]
•Immersed in the fast-paced, digital-first culture
of LinkedIn and social media.
•Influenced by macro trends like remote work,
People

Digital Literacy: Growing up in a world where online Undergraduate

education, socialstudents
media, and
are shaped
instant information
by technology,
personal
aresocial
thebranding,
norm.
media,
Global
and aAI-driven
Competition:
strong emphasis
job markets.
Awareness
on diversity,
that they
inclusion
are c
What are their functional needs? [i.e. save time, simplify, make money, reduce risk, organize, integrate, connect, avoid hassle, reduce cost, inform,
•Save time by accessing concise, impactful
resources.
•Reduce effort by engaging with content
Simplify Learning: Access to a platform that organizesUndergraduate
and structuresstudents
educational
needcontent
reliabletoeducational
make learning
tailored
tools,
to
effective
time-saving
their career
and engaging.
solutions,
goals. Prepare
and affordable
for the Future:
optionsPractica
to mana
What are their emotional needs? [i.e. reducing axiety, recognition, wellness, access, entertainment, affiliation/belonging, motivation, self-
•Recognition and affirmation of their
professional value.
Confidence: Feeling assured they are on the right path
Undergraduate
academically students
and personally.
have emotional
Belonging:needs
Being
•Acentered
part
sense
ofof
aaround
supportive,
belonging
a sense
within
like-minded
of abelonging,
community
community
support,
of ofand
peers
validation.
and me
What permission are they wating for? [what feeling, belief, or action do you validate for your•Validation
customer]of their efforts to become a thought
leader or industry expert.
•Reassurance that their time investment in
It’s okay not to have everything figured out yet but taking
Undergraduate
small, intentional
studentssteps
are often
will lead
waiting
to clarity.
for permission
personal
They can
branding
to
define
explore
success
andtheir
networking
on
independence,
their own
will pay
terms,
make
off. not
mistakes,
just through
and fg
What is the promised land or transformative outcome? [What is the desirable, difficult-to-achieve future that you commit to make real for your
 The platform will guide them in discovering their passions,
Undergraduate
developing
students
essential
areskills,
promised
and building
personalaA personalized
growth,
thriving skill
professional
development,
roadmapwho
to success.
has
andachieved
career
Whether
opportunities.
career
that’s
clarity,
acing
They
expande
exams
lear

What is your MTP? [Massive Transformative Purpose?)

Empowering individuals to unlock their professional potential and achieve success through meaningful connections and actionable insights.
What change do you seek to make? What do you uniquely believe in? [Good marketing changes the people it is serving]

We aim to transform traditional education by integrating practical, experience-based learning opportunities, ensuring that all learners, regardless of background, h
Personality [Position your company’s sliders between pairs of brand extremes]
Purpose

Values [sounds fluffy, but think of these as stuff that really matters to you or decision-making principles]
•Authenticity: We prioritize genuine connections and meaningful content.
•Empowerment: Our goal is to inspire individuals to achieve their potential.

What we do? The top-line verbiage you use to describe the company. These will vary in length depending on the use case and audience. What's important is that it no

Excelerate is a career development platform designed to help ambitious professionals expand their networks, gain actionable insights, and stand out in a competiti

How we do it? [What’s the organization's secret sauce? What technology or approach differentiates your company and allows you to effectively deliver its value
 We leverage a data-driven approach to create engaging, high-value content and empower employees as advocates. Our focus on regional trends and personalized

Benefits/Features: [Insert benefit + feature(s) that deliver that benefit]

Benefit: Benefit: personal growth and skill developmentBenefit: Professional Growth

Feature(s): Tailored mentorship and
Product

Feature(s): Progress tracking tools to help students

personalized
stay on top
learning
of their
resources
academictogoals.
help Regular, actionable career advice tailored to individual ne
you develop critical thinking, time

Benefit: Benefit: Career Success and OpportunitiesBenefit: Increased Visibility

Feature(s): Personalized career exploration tools

Feature(s):
to match Access
students’
to interests
industry connections,
and strengths
Feature(s):
internships,
with potential
Employee
andcareer
career
advocacy
paths.
workshops
programs
designed
and to
content
prepare
opty

Benefit: Benefit: Confidence and Independence Benefit: Career Confidence

Feature(s): Collaborative work and support groups

Feature(s):
to create
Supportive
a sense ofcommunity
communityand
andself-paced
shared
Feature(s):
experience.
learning
Showcasing
tools that
testimonials
foster resilience,
and success
self-care,
stories
and
to
suing an MBA with an interest in professional growth and career advancement.
ve.]

pitalized]

e, reduce cost, inform,

otivation, self-

make real for your

 eved career clarity, expanded their network with meaningful connections, and gained recognition as a valuable contributor in their industry. They feel confident, informed, and motivated to tackle

Messaging Opportunities

What's important is that it not

ctively deliver its value

e tailored to individual needs.

Messaging Opportunities
programs and content optimization for maximum reach.

ials and success stories to inspire and motivate.

ement. They actively use LinkedIn to build their network, seek career advice,
dent, informed, and motivated to tackle challenges.
and engage with industry-relevant content. They enjoy extracurricular activities like
activities like volunteering, staying updated on tech trends, and attending webinars.