PENSAM DENVER PERSONAS
OCTOBER 2016
TABLE OF CONTENTS Current Landscape - thebreakersresort.com Audience Segments Overview Millennials / Gen-Y - At a Glance »»
Nicole | Millennial / Gen-Yer
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How to Appeal to Nicole
Young Families - At a Glance »»
Kelly and Will | Young Family
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How to Appeal to Kelly and Will
Active Retirees - At a Glance »»
Cora and Ben | Active Retirees
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How to Appeal to Cora and Ben
CURRENT LANDSCAPE | thebreakersresort.com
In the short 3 weeks that The Breakers Resort website has been live on the G5 platform, the data pulled from Google Analytics indicates that the largest audience segment of visitors is Adults 25-34, reinforcing the need to appeal to and understand Millennials and their behaviors as a driving force of this campaign.
854 Sessions % of Total 0.03% (2,488,516
Age Range
25-34
35-44
55-64
0%
10%
20%
30%
40%
*Source: Sept. 21 - Oct 10, 2016 Google Analytics data from outdoor enthusiasts visiting http://www.thebreakersresort.com
Because the property is poised to become a community true to the Denver lifestyle of healthy, active, and outdoorsy opportunities we narrowed in on the “Outdoor Enthusiasts� category when pulling supporting data (both specific to The Breakers and general). This ensures that we have specific and actionable insights to apply to the campaign moving forward.
AUDIENCE SEGMENTS | overview Renters in Denver are well-educated, outdoor enthusiasts who are willing to shop around before making a purchase. While shoppers 55-64 are willing to pay a little more for a brand they trust, the larger 25-34 demographic demonstrates little brand loyalty, regularly choosing the best price over other factors. Between these two groups lives the middle-grounders, ages 35-44, who typically choose the most environmentally friendly and health-conscious option.
138
Average seconds per session in Denver
Average pages viewed per session in Denver
2.7
*Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
WHO’S VISITING AND WHO’S CONVERTING G5 Multifamily Sites Website Sessions
Website Conversions
The likelihood of millennials driving the highest volume of interest is high
Age Range
25-34
35-44
55-64
0%
20%
40%
60%
80%
*Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
Conversion Rate = Conversions / Sessions Because they’re the largest targeted audience in the area, the 25-34 age group represents the highest volume of visits and conversions of the three age ranges. The 35-44 age range has greater volume of visits, but convert less than the 55-64 demographic who represent the lowest volume but a higher conversation rate—2nd to 25-34.
PENSAM DENVER PERSONAS
OCTOBER 2016
25-34 Female
MILLENNIALS / Gen Y | at a glance Educated and thrifty, Millennial/Gen Y-ers are professionally employed and looking to get ahead. They’re constantly searching for ways to improve their work, social, and living situations, with almost 1 in 5 moving each year. They love their smartphones— which they just call phones. They’re perpetually plugged in, using the Internet for everything from sharing photos and finding directions to paying bills and bargain hunting. They care less about brands than price and love being the first to have the latest electronics, though they thoroughly research before making any major purchases. Not ones for print media, they like to get their information online or from TV— think documentaries and reality shows.
25-34 Male
44.5%
55.5%
Male/Female Internet Traffic (Millennials) *Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
WEBSITE BROWSING INTERESTS Highest Converting Website Browsing Interests of Denver Outdoor Enthusiast Millennials
5.4% 4.8% 4.2% 3.6% 3.0%
Do-ItPet Lovers Yourselfer /Dog Lovers
Music Lovers/ World Music Fans
TV Sports Lovers/ Fans/ TV Drama Fight & Fans Wrestling Fans
Auto Enthusiasts
Movie Travel Travel Buffs/ Lovers/ Buffs/ Family Action & Vacationers Beachbound Adventure Movie Travelers Fans
*Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
5% Desktop Mobile 45% 50%
Tablet
Sessions (by device type) *Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
PENSAM DENVER PERSONAS
OCTOBER 2016
NICOLE | Age: 29
Educated Millennial/Gen-Yer
Industry: Digital Marketing
Family: Single
“Labels aren’t important. Unless it’s an iPhone. Always get the iPhone.”
Knowledge-Seeking Adventurer
Professional Creative Environmentally Conscience Do-It-Yourselfer Fast Food Craver Value Shopper Skiing Enthusiast Dog Lover Adventurer Strategy Game Fan Must-Haves »»
Located in Cherry Creek, with room to securely store her skis and bike
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High-speed Internet so she can work from home
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Safety features, like well-lit parking and walkways
Frustrations »»
Irrelevant ads
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Slow load times
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Clutter and disorganization
Nicole loves being on the move, using most of her time off for road-tripping around Colorado and Utah to hike, bike, and climb as much as she can. She’s currently saving for a trip to Nepal where she plans to make the climb to Everest Base Camp next summer. For the last three years, Nicole’s been working at a digital marketing agency in Cherry Creek while earning a Master’s Degree in Marketing Strategy from University of Colorado Denver. Her recent accomplishments and hard work at the agency have earned her a well-deserved promotion and a healthy salary bump. She’s ready to move on from the small Goldsmith apartment she’s been sharing with her best friend to an amenity-rich community that’s more secure than her current home and closer to her office. Nicole has lived in the Denver area for about four years now, so she knows her way around and knows she wants to live in a community with easy access to downtown Denver. So far, she’s found a few places she likes but doesn’t want to pay for amenities she doesn’t plan to use, like a community golf course— she’ll stick to Thirsty Thursday Mini Golf for now.
Wish List »»
Pet-friendly community for her (future) rescue dog
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Life Goals
A swimming pool and modern onsite gym with
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Spend free time outdoors
lots of variety— she loves to change it up!
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Stay active and fit
Shuttle service so she can get around
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Continually strive for more
without a car
PENSAM DENVER PERSONAS
OCTOBER 2016
MILLENNIALS / GEN Y |
How to Appeal to Nicole
How to Sell to Her
Quick performance and clear messaging are essential to capture her attention. If she clicks on a page which requires more than a second or two to load, she will bounce off. And she’s not going to stick around for buried or outdated information either. Quick performance and clear messaging are essential in marketing to her effectively. She also needs to know that the higher rent she’s planning to pay will be worth it. She needs to see amenities which benefit her, like the fitness classes, rock-climbing wall, and private lake to understand the value a resort-style community will add to her life. Not one for cruising the Sunday ads, but always on the hunt for a bargain, Nicole is likely to download eCoupons which help her save a little money.
Prominently display move-in specials
Offer real-time pricing and availability Position amenities as lifestyle enhancements Where to Find Her
Nicole is online— always. Her iPhone is typically in her hand so she can bounce between Instagram, Twitter, Snapchat, and Facebook while she and her friends wait for a table at their favorite brunch spot. She’s ready to shop around, check out the reviews, and show her friends the places she’s looking at over happy-hour drinks at the bar near her office. Since she decided to move, she’s pretty much been living on Pinterest, hunting down the cutest apartment-decorating tips and do-it-yourself projects.
PENSAM DENVER PERSONAS
OCTOBER 2016
35-44 Female
YOUNG FAMILIES | at a glance
35-44 Male
Professional and well employed, these shoppers don’t take big purchases lightly. Online research is their bread and butter, as long as it 54% is localized and takes place on their own terms. Often self-identifying 46% as foodies, they love to play amateur chef at home and are willing to spend more money for environmentally friendly products. Health and wellness are a way of life for this group. They spend long hours at the gym and truly value their personal time, often utilizing convenience services, such as house cleaning, in order to make time for life-enhancing activities, like spending time with their families in the park. Male/Female Internet Traffic They regularly use tablets to read books and magazines and are well (Young Families) connected, using the Internet for professional networking, blogging, *Source: 2016 G5 Google Analytics data from Denver and dating. outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
WEBSITE BROWSING INTERESTS Highest Converting Website Browsing Interests of Denver Outdoor Enthusiast Young Families
10%
8%
5%
3.0%
Music Lovers / Country Music Fans
Nightlife Enthusiasts
Travel Buffs / Snowbound Travelers
Foodies
Beauty Mavens
Auto Enthusiasts
Green Living / Enthusiasts
Cooking Enthusiasts / Aspiring Chefs
News Junkies
*Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
42%
Desktop Mobile
58%
Tablet
Sessions (by device type) *Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
PENSAM DENVER PERSONAS
OCTOBER 2016
KELLY AND WILL |
Young Family
Age: 37; 36 Industries: Non-Profit; Education Family: Married, one child
“The future is bright. Wear sunblock.”
Fun-Loving Achievers
Foodies Nightlife Enthusiasts Snowbound Travelers Beauty Mavens Auto Enthusiasts Green Living Enthusiasts Aspiring Chefs Shopaholics
News Junkies & Avid Readers
Must-Haves »»
Two bedrooms and an updated kitchen for culinary creativity
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Located in the Cherry Creek school district with easy access to downtown
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A community and neighbors who value green initiatives as much as they do
Frustrations »»
Wasting time
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Breaking their routine
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Pollution
Wish List »»
Ground-floor, single-level unit— stairs aren’t easy with a toddler
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Close to stroller-friendly walking paths and trails
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Mature trees for picnics in the shade and a pool where Evelyn can learn to swim
PENSAM DENVER PERSONAS
Kelly, a grant writer for a local non-profit, and Will, a middle-school English teacher, have lived in their LoDo apartment for almost three years. They love their amazing location and, until having their daughter, saw themselves staying in their current neighborhood for the long run. But now that Evelyn’s 2nd birthday is approaching, they’re starting to think about preschool, elementary school, and who will run her inevitable presidential campaign. They’ve decided that Cherry Creek has the best reputation for safety and the right schools to prepare their little wunderkind for a vibrant life of success and adventure. Since touring communities with a toddler is chaotic, they need easy-to-use websites with comprehensive floor plan details and real-time pricing and availability. They won’t even consider stepping foot on a property until it’s survived their rigorous online vetting process. Evelyn is constantly on the move, so a safe, kid-friendly environment is essential. They want to spend as much time as a family as they can, preferably outdoors, so they need onsite amenities for after work. And since they love to cook healthy meals with fresh, local ingredients, they don’t want to drive far to reach natural grocers and farmers markets.
Life Goals »»
Have time for family
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Provide for their daughter
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Enjoy meaningful work
OCTOBER 2016
YOUNG FAMILIES |
How to Appeal to Kelly and Will
How to Sell to Them
Kelly and Will need to know that what they’re purchasing is truly in line with their needs. They’ll want to see environmentally friendly features, like onsite recycling and energy-efficient appliances and lighting. They also want their looks to reflect their healthy lifestyles, so an onsite spa with relaxation and beauty services would be highly appealing. This group loves to cook at home, so a modern chef-style kitchen that is both beautiful and eco-friendly would likely catch their eye. Since they have so much going on, knowing that yoga, Zumba, and spin classes are offered in the onsite fitness center will mean less time driving to and from the gym and more time for everything else, which will be a huge draw. And because they often take advantage of house-cleaning services, they would likely be willing to pay for such an offering if one was included in the community— especially if they’re trying to balance their careers, family, and a healthy lifestyle!
Demonstrate safety and security of community and homes Prominently showcase kitchens and green initiatives
Offer simple and direct information Where to Find Them
Kelly and Will spend a lot of time online. They network, connect with friends, research purchases, make travel plans, and buy eco-friendly products online. The two even met via an online dating service geared towards 30-something professionals. They read magazines, download books and music, and follow professional and lifestyle blogs on their tablets. Smartphones are always at hand for texting and making plans. They prefer to shop at Trader Joe’s and Whole Foods and consider education and learning to be ongoing essentials for a progressive lifestyle.
PENSAM DENVER PERSONAS
OCTOBER 2016
ACTIVE RETIREES | at a glance
55-64 Female 55-64 Male
Both affluent and price conscious, this group is willing to spend more when price comes with quality. They are well educated, with gainful careers, and are beginning to retire. They prefer to live near larger metropolitan areas, but in less densely populated neighborhoods. Home maintenance and style are important to them and they prefer to drive late model luxury cars and SUVs. They are avid supporters of the arts, generously donating to support such organizations. Ingredient conscious and committed to physical health, nutrition and wellness are large factors in their daily lives. They are more digitally connected than preceding generations, using the Internet for financial planning and management, shopping, reading, and entertainment. They also enjoy print media and reading about politics and world events.
55.5% 44.5%
Male/Female Internet Traffic (Active Retirees) *Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
WEBSITE BROWSING INTERESTS Highest Converting Website Browsing Interests of Denver Outdoor Enthusiast Active Retirees
10%
8%
5%
3%
Foodies
Music Lovers / Pop Music Fans
News Junkies
Beauty Political Cooking Auto Sports Mavens Enthusiasts Enthusiasts Enthusiasts News Junkies
Health & Fitness Buffs
*Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
Desktop Mobile 27%
Tablet 73%
Sessions (by device type) *Source: 2016 G5 Google Analytics data from Denver outdoor enthusiasts accessing G5 multifamily sites segmented by age brackets.
PENSAM DENVER PERSONAS
OCTOBER 2016
CORA AND BEN |
Active Retirees
Age: 58; 61 Industries: Registered Nurse; Public Works Family: Married, three adult children
“Make it count.”
Outdoorsy Art Aficionados
Sports Fans News Junkies & Avid Readers Auto Enthusiasts Beauty Mavens Green Living Enthusiasts Foodies Fitness Buffs Political Junkies Cooking Enthusiasts
Must-Haves »»
Zero exterior maintenance and modern, luxurious style
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Convenient access to downtown, arts and cultural events
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Secure storage for their bikes, kayaks, adventure wear, and winter wardrobes
Frustrations »»
Poorly made goods
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Lack of planning
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Stagnant routines
Cora and Ben are ready to make a change— a big one. With their three children grown and scattered across the U.S., they’ve decided to unload their large family home in a now trendy St. Louis suburb to finance an early retirement in the Wild West. They’re excited about renting a more modern home in order to live free of the obligations and tethers of home ownership. Living maintenance free is a big deal to them. They’ve loved working on their current home but are ready to spend their time enjoying the landscape— instead of maintaining it. The abundance of lakes and hiking in Denver is a big draw for them, as is the generally safe and healthy reputation of the city and its suburbs. Travelling is a big part of their plan, but being active and comfortable when they’re home is just as important. They’ve both done well in their careers, so they’ve got a nice retirement cushion. But they’ll need to be smart about their finances to live comfortably and take at least one international trip per year. They’ve decided to sell Cora’s late-model BMW and downsize to a single car to adopt a new lifestyle with an emphasis on biking. They’re relying on websites to narrow their search, but they’ll need to make a trip to the area to tour different communities before choosing a home and signing a lease.
Wish List »»
Near hiking trails and lakes where they can kayak
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An active social scene with lots of opportunities to meet new people and explore Denver
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Friendly neighbors who will feed their cat and water their plants while they’re travelling
PENSAM DENVER PERSONAS
Life Goals »»
Downsize and simplify
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Enjoy more outdoor hobbies
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Be free to travel
OCTOBER 2016
ACTIVE RETIREES |
How to Appeal to Cora and Ben
How to Sell to Them
Cora and Ben are loyal to their favorite brands, but aren’t about to be taken for a ride. They’re willing to spend more for a higher quality product, so they do their research to make sure that’s what they’re paying for. They take pride in their home as an extension of their identity and personality, so showing them that this community promotes a vibrant lifestyle and healthy living will appeal to their sense of adventure and wellness. They prefer to live in less-densely populated areas so seeing open green spaces and room to breathe will go a long way for them. And since they’re downsizing from a large single-family home to a smaller apartment or townhome, they’ll still need room to store their adventure-machines and have a guest room for when the kids come to visit.
Promote maintenance-free living
Ensure quality spaces and amenities Offer exceptional customer service at all touch points
Where to Find Them
Cora and Ben are well-connected, using the Internet to manage their finances and investments, plan trips, and shop for their favorite brands. They’re avid readers who take advantage of both online and print media. Many of their outings revolve around arts and culture, and they’re generous in their donations, so you will likely find them enjoying fundraising events.
PENSAM DENVER PERSONAS
OCTOBER 2016