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Audience And Persona Planner

Define who your event is for with this editable audience and persona planner workbook. Marketing managers and organisers use Segments, Persona Detail, Journey Map and Research Log sheets to document target groups, motivations and messaging needs before campaigns launch. The Journey Map sheet supports persona channel planning; it is not the separate attendee journey map template. Output is a reusable Excel planning file, not an automated targeting system.

Browse event marketing resources

Format
XLSX
Difficulty
Intermediate
Time
30 min
Stage
Promote

What this resource helps you do

  • Capture the essential audience and persona planner inputs in one place
  • Hand off a consistent template across event marketing owners
  • Reduce last-minute gaps before the promote milestone
  • Reuse the structure for the next event marketing cycle

When to use this resource

  • Before writing campaign messaging or channel plans
  • When marketing and programme owners need a shared view of who the event serves
  • While testing whether offers and content match distinct audience needs

What is included

  • audience-and-persona-planner.xlsx
  • XLSX download package
  • Instructions: Guidance for completing the audience and persona workbook.
  • Event Setup: Shared event context reused across sheets.
  • Segments: Distinct audience groups and why they would attend.
  • Persona Detail: Jobs, motivations, barriers and trust signals for priority personas.
  • Journey Map: Persona channel and content needs across the consideration path.
  • Research Log: Evidence and sources underpinning segment and persona decisions.
  • Summary: Condensed audience planning view for stakeholder review.

Information required before starting

  • Event concept, dates and primary market
  • Known or hypothesized audience groups
  • Research notes, past attendance patterns or stakeholder insight

What you produce

  • Audience segment register
  • Persona detail profiles
  • Persona-oriented journey and channel notes
  • Research log and planning summary

Who this is for

This resource is designed for Event organisers and Marketing managers who need a practical, reusable document for event marketing.

  • marketing manager

    Owns segment and persona definitions that guide messaging and channel choices.

  • event organiser

    Aligns programme and commercial assumptions with the audiences the event is designed to serve.

Event-type use cases

  • conference

    Separates delegate, speaker and sponsor-facing personas before content planning.

  • festival

    Documents multiple audience groups with different motivations and channel preferences.

How to use this resource

  1. 1

    Capture Event Setup once

    Enter event name, type, market and organiser context so every sheet shares the same baseline.

  2. 2

    Build evidence-based Segments

    Define distinct groups, who they are and why they would attend rather than one generic audience.

  3. 3

    Complete Persona Detail profiles

    Document jobs, motivations, barriers and trust signals for the priority personas.

  4. 4

    Use Journey Map for channel needs

    Map persona content and channel needs without turning this into the separate attendee journey map template.

  5. 5

    Log research and review Summary

    Record sources in the Research Log and use Summary when briefing marketing and content owners.

Common mistakes to avoid

  • Writing one vague audience for every campaign — Create named Segments with distinct needs before drafting persona profiles.
  • Treating Journey Map as the full attendee journey resource — Keep persona channel notes here and use the attendee journey map template for end-to-end experience stages.
  • Leaving personas without research evidence — Capture sources and confidence notes in the Research Log before sharing the Summary.

Download files

Unlock this resource above to download every included file. Companion files do not need a separate form.

Audience and persona planner — editable XLSX

Editable Excel workbook with Instructions, Event Setup, Segments, Persona Detail, Journey Map, Research Log and Summary sheets for defining event audiences and personas.

When to choose it: Use as the working audience definition before website, social and campaign planning begins.

XLSX · 21 KBLocked

Continue your planning workflow

← Previous stepAccessibility Planning WorkbookNext step →Campaign Performance TrackerNext step →Accessibility Communications KitNext step →Attendee Communications Planner

Take this workflow into EventSuite

Replace manual files with live event operations connected across ticketing, vendors, marketing, and reporting.

Get startedStart your setupConnect your event operations to EventSuite — ticketing, vendors, marketing, and analytics in one platform.Talk to usBook a demoSee how EventSuite can replace spreadsheets and manual processes for your events.

Event management

Run events end-to-end from brief to post-event reporting.

Event marketing

Drive registrations with campaigns, email, and analytics.

Campaigns

Create and track event marketing campaigns.

Frequently asked questions

Frequently Asked Questions

Is the Journey Map sheet the same as the attendee journey map template?+

No. This Journey Map supports persona and channel planning inside the audience workbook. The attendee journey map template maps experience stages and friction separately.

Does this replace a marketing strategy?+

No. It defines who you are targeting; marketing strategy and calendar resources plan channels, campaigns and timing.

What editable format holds audience segments and persona evidence?+

An editable Excel workbook with Segments, Persona Detail, Journey Map, Research Log and Summary sheets.

Which marketing role should update persona assumptions and evidence?+

Usually the marketing manager, with the event organiser confirming that personas match the intended offer.

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