Creating Personas to Drive Event Marketing: Delivering more insightful and effective event marketing

Dive deep into the definition of personas, why they’re so important, and how to use them effectively in event marketing. Learn how to create Audience Empathy Maps to improve messaging and engage your personas.

By the end of this course, you’ll be armed with the tools you need to create, develop, and deliver personas and ensure greater ROI to your marketing  campaigns.



  • What is a persona?
  • Why do we need personas?
  • What should we include?
  • 3 different stages – Personas, Audience Empathy Maps, Problems and Challenges

Discussion & Breakout Groups – Stage 1:

  • Your target audience – what different personas do we need?
  • Demographics to include
  • Creation of personas

Discussion & Breakout Groups – Stage 2:

  • What is an “Audience Empathy Map” – Psychographics in-depth
  • Creation of empathy maps

Discussion & Breakout Groups – Stage 3:

  • Identifying “Problems and Challenges” and how your event supports that
  • Creation of Problems and Challenges

Messaging from Stages 1,2 and 3:

  • Using all the work done to then create a framework for improved messaging to engage your personas
  • Understanding FAB and how you can use it with your copy

Future proofing your personas:

  • Ways to keep your personas up to date
  • What to think about for the future
  • Data understanding – gaps and analysis

Optional Half Day Follow Up

This recommended half day follow, typically takes place three months after the course and is a great way to embed learnings and answer any follow up questions.

  • Overview of personas and 3 different stages
  • Review of personas created by the teams – challenges/issues/feedback
  • Discussion around future proofing personas
  • 1:1 time with trainer to discuss any individual concerns

Course certification

All attendees who complete the course satisfactorily, will receive a certificate.

Who should attend?

All marketing professionals who are involved or responsible for event marketing campaigns and are looking to improve the success and effectiveness of their campaigns.

Your trainer:

Caroline Carr

Post-course 1:1 follow up

If after attending the training course, you would like to discuss particular areas relevant to you with the trainer, you can book a one hour 1:1 consultation, cost £195 (+ VAT). Book a follow-up consultation here.

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★ ★ ★ ★ ★

The course was a great experience, offering a comprehensive examination of current initiatives and strategies for improvement. With the small group exercises, we not only learned but actively applied new knowledge to drive tangible progress.

The Conference Forum

★ ★ ★ ★ ★

Fantastic, engaging and interactive course, delivered by a very knowledgeable trainer.

Head of Global Marketing
TAC Insights

★ ★ ★ ★ ★

I thought this course was very helpful for someone new to marketing. It opened my eyes to edits that need to be made with my future copy and picked up new tips and tricks along the way. Caroline went through everything thoroughly and also made sure to answer all questions when asked – leaving us with complete understanding of all topics.

Marketing Assistant
TAC Insights

★ ★ ★ ★ ★

I thoroughly enjoyed the course. It was very interactive and exactly what I needed to enhance my copywriting skills. Caroline is brilliant and had a lot of very important tips and examples that would make it easy for anyone to grasp and apply the core benefits of the course.

Conference Manager
dmg Events

★ ★ ★ ★ ★

A very informative training session with a mix of the foundations and basics and very useful tips for different formats of copy. The applications with our own examples made it a lot easier to understand and would definitely recommend this course to others.

Conference Producer
Kisaco Research

★ ★ ★ ★ ★

I’ve been consistently referring to my notes after the course last week. I’m very inspired and I feel like my communication is much better for my target audience. You’ll learn so much in one go I honestly wasn’t expecting it. A great course for anyone!

Marketing Coordinator
PMM Alliance

★ ★ ★ ★ ★

The course was delivered well, I found it very useful as a marketing practitioner. I thoroughly enjoyed it.

Marketing Manager
Fintech Talents

★ ★ ★ ★ ★

The trainer was fantastic, knowledgeable, and professional. The course is well structured, effective, and easy to follow.

Senior Marketing Executive
dmg Events

★ ★ ★ ★ ★

Caroline had a fantastic range of examples and exercises to sink our teeth into. Having practical elements in the course made you think, examine and retain new ways of writing. Caroline was clear, provided great critique and feedback to learn from and was fabulous in engaging us in an online environment . Thank you.

Senior Internal Events Executive
Avison Young

★ ★ ★ ★ ★

Caroline was a very approachable and knowledgeable trainer. She explained concepts really concisely and took time to help everyone on each section of the training. The course was extremely valuable and a great space to look at our own copy being used across the company and how it can be improved.

Senior Event Producer
Law Business Research

★ ★ ★ ★ ★

Enjoyable as well as educational. Caroline made the day engaging and fun. I have come away with a much clearer understanding of what copy writing is and how we can incorporate better practices into our daily tasks and marketing. Highly recommend.

Graphic Designer
VC Innovations

★ ★ ★ ★ ★

The Softworks marketing team really enjoyed the copywriting course with Caroline. Both the content and the delivery were excellent. Lots of great practical takeaways that we are already implementing.


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