This is a Position and Persona Report of three target audiences for Ruoff Music Center.

1. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for Country Tickets:
Customer Name: Drew Owens
I am a 23-year-old hardworking assembly line worker that loves country music.
Roles: Works full time at a factory and engaged to high school girlfriend.
Goals:
1. To upgrade his truck on the next paycheck so he can listen to country music and go on
drives.
2. To move forward in his job and hopefully get a higher position but doesn’t mind the blue
collared work.
3. To live the simple life and have a good time.
Challenges:
1. His boss, who doesn’t necessarily enjoy country music being played on breaks.
2. Drew wants to make more money to attend concerts but doesn’t want to get an education or work overtime.
3. The speakers in his truck blew out from listening to music too loud.
Demographics:
 Age: 23
 Income: 55,000 a year
 Education: Graduated high school and went straight into factory work
 Usage Rates: 10+ times a year (goes to every country concert)
 Current Location: Crawfordsville, IN
 Hometown: Crawfordsville, IN
Story:
Drew lived in the same house his entire life until his parents made him get an apartment after high school graduation.
His parents wanted him to go to college, but he decided to get a job at the factory. He currently lives with his girlfriend
of 6 years in their hometown of Crawfordsville, IN. Drew believes in “digging your roots” and doesn’t want to venture
too far from his home. He owns a 2014 Ram 2500 and wants to upgrade the speakers and lift it.
Drew only listens to country music and believes it’s the best genre of music. Drew attends every country concert at
Ruoff Music Center. He purchases the Country Mega Ticket every year. He started attending country concerts in high
school with his friends and they’ve made it a tradition to go at least once a year together.

2. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for Rock Tickets:
Customer Name: Ron Davis
I am a dad, KISS Army member, and manager at an engineering plant.
Roles: Father and works full time at engineering plant.
Goals:
1. To have a good relationship with his kids.
2. To get meet and greet tickets for KISS so he can tell them how much he admires them.
3. To get his high school band back together.
Challenges:
1. Works a lot to pay child support and to take care of himself/his kids. He cannot attend concerts as much as he wants
to.
2. Spends too much on concert tickets because he gets front row seats every time.
3. Still not over his divorce which has made him depressed. Music seems to be the main source of happiness.
Demographics:
 Age: 40
 Income: $90,000
 Education: Bachelor’s degree in engineering, considering getting his Masters.
 Usage Rates: 3-5 times a year
 Current Location: Lafayette, IN
 Hometown: Peru, IN
Story:
Ron is from the small town of Peru, IN. He moved to Lafayette, IN when he decided to attend Purdue University. He was
in a band in high school and has always loved Rock music. He always says that the music speaks to him and has helped
him through a lot. Ron and his ex-wife divorced after 20 years of marriage, so Ron has been attending a lot of concerts
recently. Ron is a hard worker and enjoys his job. He sometimes wishes he would have focused more on music though!
Since Ron has more free time than he has in the past, he hopes to get his high school band back together. He plays bass
guitar. Ron has loved KISS and other rock bands for as long as he can remember. He attended his first rock concert with
his dad and brother, who have both passed away. Part of the reason why he enjoys attending rock concerts is to feel
connected with them and remember the “good ol’ days”.

3. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for Pop Tickets:
Customer Name: Ashley Smith
I am the next big Instagram influencer.
Roles: Only child. 17 year old wanna-be Instagram influencer who is a student at
McCutcheon High School.
Goals:
1. To get a blue checkmark on Instagram and to become TikTok famous.
2. To have the best pictures on social media compared to her classmates and friends.
3. To marry rich so she can continue living the glamorous life her parents set up for
her.
Challenges:
1. Her parents “only” give her $400 a week which isn’t enough to buy new clothes, presets, and front row/ pit concert
tickets.
2. Her parents won’t allow her to get the new iPhone every time one comes out because they don’t see how different the
phones are.
3. Her YouTube channel, TikTok channel, and Instagram aren’t taking off nearly as quickly as she thought they would.
Demographics:
 Age: 17
 Income: No job, but gets an allowance of $400 a week from parents (parents make about $220,000+ together).
 Education: Junior in High School
 Usage Rates: 5+ a year
 Current Location: Zionsville, IN
 Hometown: Zionsville, IN
Story:
Ashley lives in the most expensive neighborhood in Zionsville, IN with her parents. Her parents aren’t necessarily “with
the times” so they don’t understand why she wants to be social media famous. (Let’s face it, her parents don’t even know
how to use social media). Ashley is an only child and gets an allowance of $400 a week. She doesn’t have any
responsibilities except to attend school and get at least a C in the class. Ashley has been going to concerts since she was
7 years old. She has seen all of the trendy artists since then and plans to continue doing that. She attends concerts with
her friends now because she’s too embarrassed to go with her parents. She purchases Meet and Greet tickets for her
favorite artists and makes sure all of the pictures taken are “up to par”. Ashley has over 3,000 followers on Instagram,
1,500 subscribers on YouTube, and has had 2 TikTok videos go viral. Ashley hopes to be Insta-famous by the end of
2020.

4. Brand Positioning Statement: __For Hoosiers and residents of surrounding Midwest states who
want to enjoy a concert under the stars Ruoff Music Center is an outdoor amphitheater with a
pit, covered seating, and general admission seating. Concert attenders will enjoy their time
listening to music surrounded by others who enjoy the same kind of music.__