Using Psychographic Data & Personas to Drive Informed Adult Education Marketing Strategies (Arizona Adult Ed Institute)

This onsite session at the 2025 Arizona Adult Education Institute is an adaptation
of one of FCM’s comprehensive courses, The Brand Amplifier for Workforce & Education Professionals.

Workforce and education organizations have multiple target audiences and
populations to engage with their programs. This on-site session deconstructs how
award-winning workforce and education campaigns used psychographic
segmentation to motivate and engage hard-to-serve populations, businesses and
stakeholders. Participants will learn the components of psychographics, where this
information is found and how to apply it as part of a marketing strategy to support
proactive outreach.

Learning Outcomes
In this 2 ½ hour session, participants will learn how to:
● Identify Market Segmentation Strategies for Adult Education
● Apply Psychographic Data & Modeling
● Use Personas to Build Effective Messaging
● Create Powerful Messaging for Each Adult Education Market Segment
● Replicate the Results of Workforce & Education Outreach Campaigns
● Bonus: Use AI to Build Personas