Audience Analysis
Kent State College of Arts & Sciences
Overview
Portfolio / Audience Analysis
Goal: Define key audience segments to align content with their interests and strengthen engagement across channels.
Approach
Designed and led the project framework, including processes for data collection and analysis. Guided student employee in data tracking. Ran quality control to ensure consistency and accuracy.
Analyzed a sample of 1,000+ followers to identify demographic trends and relationships with Kent State to discover engagement drivers and developed four detailed personas, leveraging AI tools to segment audiences, create written personas and generate visual representations.
Evaluated top-performing posts alongside audience interests to pinpoint effective formats, themes and messaging and presented research and insights as clear recommendations to the Dean, department chairs and university-wide marketing staff.
Outcome
Refined messaging and strategy through data-informed insights, improving engagement across channels.
Enabled stronger collaboration between departments by highlighting shared audiences and strategic opportunities.
Received leadership recognition and requests to replicate the analysis.