Tierney Cash

Sept. 28, 2023

Persona Assignment
EXECUTIVE SUMMARY

Background

The University of Oklahoma (OU) was established in 1890. The school’s colors are crimson and

cream, and the costumed mascots are horses named Boomer and Sooner. Currently, more than

30,000 students attend OU. Every year, OU Recruitment Services brings in an even bigger

freshman class than the previous year.

Target Audience

The optimal primary target audience for OU Recruitment Services is high school juniors and

seniors, ages 17-18. Another important audience, the secondary target audience, is loyal donors

and alumni.

Marketing Strategies

OU Recruitment Services uses social media like Instagram to market the University of

Oklahoma. The Instagram page features images of student life, campus views and information

about applying or being admitted to the school. Promotional mailers and emails are also sent out

with information about the University of Oklahoma.

Conclusion

OU Recruitment Services actively recruits prospective students in the upper high school range.

By showcasing student life on social media and its website, OU Recruitment Services appeals to

future, current and former students.

• After researching the website for OU Admissions and Recruitment, I decided the primary

optimal target stakeholder should be high school juniors and seniors (ages 17-18).

Students in that age range are actively looking at and applying to universities, such as the

University of Oklahoma.

• The Instagram page for OU Recruitment Services highlights the excitement of being an

OU student, receiving a box of OU items with your acceptance letter and more. The

content is focused on reaching students who are actively applying to college.

• I chose to focus on donors as the secondary target stakeholders. While OU Recruitment

Services does not necessarily cater to alumni, the content they put out may still impact

graduates who have children approaching the college years. Those alumni may be valued

donors, so it is important to send them information about the university even after

graduation. The age range for this group would likely be ages 40+.
 References

https://www.ou.edu/admissions

https://www.ou.edu/admissions/apply/freshman

h#ps://www.ou.edu/about/history#:~:text=Created%20by%20the%20Oklahoma%20Territorial,
Norman%20in%20August%20of%201892.

https://www.instagram.com/go2ou/
PRIMARY PERSONA
Client: OU Recruitment Services
Persona Name: The Newcomer
Name: Straight-A Stacy
Type: Studious Scholar
Role: Prospective Student
Quote: “I want to receive the best education to meet my career goals. In high school, I worked
hard to build a resume of community service and extracurriculars. I’d like to find a school that
supports my academic and personal interests.”
Motivations:
• Wants to earn a degree
• Likes to research before making big decisions
• Interested in meeting new people and getting involved
Goals:
• To have a home away from home at college
• To receive the best education necessary for her future career
• To be involved, make new friends and enjoy college while still focusing on
academics
Pain Points:
• Not every college has a program for her career interests
• Doesn’t want to move too far from home
• Out of state tuition is more expensive
Behaviors:
• Deadline-driven
• Prioritizes school
• Likes spending time with friends
SECONDARY PERSONA
Client: OU Recruitment Services
Persona Name: Loyal Donor
Name: Graduated Gavin
Type: Active Alum
Role: Lifelong Member
Quote: “I am a proud graduate of the University of Oklahoma. My life and my career would not
be the same without the education I received at OU. I owe my success to the school and would
like to give back.”
Motivations:
• Climb the corporate ladder
• Likes to make charitable donations
• Wants to provide for his family, especially his kids
Goals:
• To support his alma mater
• To make an impact in the world
• To lead a successful career life
• To raise his kids to be future OU students
Pain Points:
• Does not live in Norman, so he is not always aware of what is happening on campus
• Busy with work and does not have time to actively participate in university events for
alumni
Behaviors:
• Working at the office
• Watching OU games every weekend
• Spending time with his family