Persona #1-Mark-44 year old father of 3
Mark is a 44 year old Caucasian father of 3 teenagers, 2 girls and a boy (13, 15 and 17). He has a Bachelor of Education and currently works in a school teaching physical education and English. Mark is very outdoorsy and loves to camp, rock climb and hike in the summer and back country ski, downhill ski and snowshoe in the winter. He often goes with his family. Mark spends a lot of time shopping at Mountain Equipment Coop with his 3 teenagers and his wife. He spends time on the Mountain Equipment Co-op website to look for sales and new products. His teenagers spend a lot of time on the online social media sites to keep current. They will often keep their father updated on the latest trends and new products available.
Mark also shops at Mountain Equipment Co-op for supplies for the outdoor education classes he takes his students on. Mark grew up in Vancouver, but came to Calgary to be with his wife and for his work. He lives in a house in Canyon Meadows which is close to his children’s school and his work.
Persona #2-Jen-25 year old single white female
Jen is a Caucasian female who moved to Calgary to go to school at SAIT. She graduated with a marketing certificate in oil and gas 3 years ago and currently works as an office manager at TransCanada Pipelines. Her family lives in Saskatoon, Saskatewan and she has no children. Jen is single and owns a small 2 condo in the Beltline. She purchased her condo 3 years ago and in her spare time loves to ski, hike and bike. She belongs to a hiking club and a ski club. Jen is on many social media sites and checks into her sites daily-such as Twitter and Facebook to give feedback on products on Mountain Equipment Co-op and look for feedback and ideas.