Empathy Map and Customer Persona Creation Project.

2. Marketing Challenge
Option 1
Digital Marketing Nanodegree
Program

3. Digital Marketing
Nanodegree Program
You are tasked with attracting future fellow students for this Digital
Marketing Nanodegree Program. More specifically, your objective is to
collect email addresses of potential students, who could be interested
in taking this course. In order to do this, we have created a landing
page, where prospective students can download a free eBook if they
provide us with their email address. The eBook – a Social Media
Advertising Guide – is a short excerpt from the Digital Marketing
Nanodegree Program, content that you will see in the Social
Advertising course.
For the purpose of the projects, assume costs of $0 for the eBook
and a conversion value (revenue) of $15 per collected email address.

4. Step 1:
Getting Started

5. DMND Program, Enterprise,
or Your Own Company
● Which option did you choose?
● Udacity
● If Udacity, which product did you choose?
● DMND Program

6. Marketing Objective:
DMND Program
Provide the marketing objective for the product you chose?
Increase potential student leads by obtaining 1000
unique emails by end the May 2019.
Specific? Yes
Measurable? Yes
Achievable? I hope so. No benchmark data, so hard to say.
Relevant: Yes
Time Phased: May 2019. So yes.

7. KPI: DMND
What is your primary KPI to measure marketing success?
Number of unique collected emails.

8. Step 2:
Value Proposition

9. Value Proposition
FOR
people interested in learning Digital Marketing
WHO
need the flexibility and feedback from an interactive learning
course
OUR
Udacity Digital Marketing Nanodegree online curriculum
THAT
gives people a solid foundation in Digital Marketing
UNLIKE
other online course provided by Coursera,
OUR OFFER
provides one-to-one mentorship, challenging projects to measure
and apply knowledge, and feedback on how to further improve the
skills gained.

10. Step 3:
Customer Persona

11. Interview
What questions did you ask your interviewees? If there isn’t
enough space you can link to the questions and answers
and simply put a few highlights here.
Link to survey Questions:
https://forms.gle/TDfVNA1TjrzV9Sa37
Link to survey answers:
https://docs.google.com/forms/d/1IHAaGHLpAnWSwhTRLC1uGcbc-uSCZoD3QSZR-It6EvU/edit#responses
If you don’t have access, please feel to email me at
neel.chopra1@gmail.com
*Please do not copy or use the data in the survey
answers other than for grading purposes. This is
personal data collected for use for the Udacity
Nanodegree program online.*

12. Empathy Map
Insert a picture or design the slide to show your empathy
map. Keep in mind to provide your interviewees’ answers as
much as possible, listed with the actual words and phrases
your customers say, the applications they use, and the
websites they visit.

13. Target Persona
Background and
Demographics
Bay Area Marketing
Pioneer McLovin
Needs
- Male: Late 20s
- Single
- Working in Tech
as a Consultant
- Undergrad in
Engineering
- HH income of
100k
- Lives in San
Francisco Bay
Area
McLoven
- Experts in the field
to help learn of
new technology
- Help outside of
work
- An online
community to
support education
needs
- Cheap and time
friendly resources
Hobbies Goals Barriers
- Cooking
- Music
- Reading
- Travel
- Surfing the web
- Coding
- Change career into a
different role in a
different industry
within 3 years
- Expand knowledge
of digital marketing
foundations, and
other new areas
relevant to future
career
- Start a new business
- Lack of relevant
educational
resources at
work
- Companies don’t
value digital
marketing as
much as
traditional
marketing
- Limited time and
budget for
education