1. Audience Persona Example: Chantrea
- Cambodian, lives in Thailand with daughter (age 2), pregnant again.
- Limited education, works in a store, and social life at a local restaurant.
- Not close to parents, respects grandmother (calls her often).
- Uses Facebook & Instagram, sometimes email.
- Fears of financial struggle → risk of sex work.
- Hesitant about Christian clinics (fear of judgment, doubts about whether services are free).
- Motivation: hopes to give daughter a better life.
2. Stages of the Audience Journey
Awareness
- Goal: Show her there is hope and help available.
- Tactics: Social media ads, flyers in restaurants, and Google search visibility.
- Message: “You are not alone. Hope is here.”
Consideration
- Chantrea explores options & compares organisations.
- Learns about Renew via: ads, search results, friend referrals, pastors, and flyers.
- Key: Make Renew easy to find among other options.
Decision
- Chantrea prioritises information in this order:
- What Renew Maternal Care is.
- Who it serves.
- Services offered + cost (must be free/affordable).
- Safety & trustworthiness.
- Location.
- How to make an appointment.
- Website/communication should follow this order (overview → services → trust via testimonials → location/contact info).
Retention
- After the first appointment, ensure a positive experience.
- Actions: follow-up call/email, warm staff interactions, continued care (physical & spiritual).
- Risk: If not satisfied, may switch to another clinic.
Advocacy
- Goal: Serve her so well that she tells others.
- Opportunities: share at community events, write a testimonial, and word of mouth.
- Keep long-term contact even after the baby is born (emails, community invites).
3. Why Audience Journey Mapping Matters
- Helps see what the audience feels, does, and needs at each stage.
- Identifies gaps in the current experience.
- Provides a clear path for improving communication & service delivery.