ICC Style Guide 2022

Our Audience

Understanding who we are communicating with empowers us to be better communicators. At Ipswich City Council, we have invested in developing personas. These personas, based on research carried out in the community, are fictional but realistic groupings of different members of our community – our audience. Our core audience falls roughly into eight groupings:

experience collectors connection builders focused enthusiasts self-sufficient family-focused forget-me-nots existing businesses prospective businesses.

These personas (described in detail in the Persona Deck) are a conversation-starter. The audience we seek connection with won’t always fit neatly into the persona groupings, but combined with department or branch insights (e.g. data and demographics), they help tap into and connect with specific audience needs, desires, motivations and pain points. It’s important to keep personas in mind when developing communication tools. We have provided some direction for the tone and language to adopt for each persona group.

Ipswich City Council – Brand Style Guide 2021

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