Audience Analysis & Strategic Framework for Campaign Planning

Audience Analysis, Strategic Synthesis, Visual Design

As part of Hamilton County Tourism’s 2025 marketing strategy process, I led the creation and development of a new audience framework to inform campaign messaging and content planning.

Using a combination of census data and GPS mobility insights, I identified key visitor segments and synthesized them into actionable audience personas. These personas were designed to guide creative direction, tone, and channel strategy for upcoming seasonal and evergreen campaigns, ensuring that marketing would resonate with the real people visiting and engaging with the destination.

  • Conducted audience analysis using census and GPS mobility data

  • Identified key behavioral and demographic patterns

  • Synthesized findings into four actionable personas

  • Designed the visual presentation of the personas to make insights easily accessible and useful for marketing and content teams

  • Collaborated with leadership and marketing to ensure alignment with campaign planning

My Role

Process & Approach

Rather than building static or generic personas, I focused on creating data-driven, dynamic audience profiles grounded in real behavioral and true demographic insights.

I began by analyzing census data on visitor origin markets, combined with GPS mobility tracking to understand how and where visitors engaged with the destination. From this analysis, I identified four key audience segments:

  • Promising Young Families

  • Singles & Starters

  • Booming with Confidence

  • Autumn Years

For each persona, I mapped out:

  • Demographics, including age, income, and average household size

  • Lifestyle patterns, such as interests, behaviors, and spending habits

  • Favorite local businesses & activities based on mobility data & community trends

  • Channel preferences & education levels to inform content targeting

  • Emotional drivers & values to guide messaging tone and positioning

To make the personas practical and easy to activate, I designed a clean, visually digestible layout, balancing the depth of insight with usability for marketing and content planning.

Outcome

The persona framework I established now serves as a foundational tool for Hamilton County Tourism’s campaign planning. This framework is used to provide shared language and strategic alignment across teams.

The personas are actively used to guide:

  • Campaign messaging

  • Content strategy

  • Photography direction

  • Targeting for partnerships

  • Channel prioritization

The project has helped bridge data and creative direction, ensuring that audience insight directly informs how the destination is marketed and experienced moving forward. Since this analysis, email performance has improved dramatically.