Audience Archetypes Strategy for Engagement | On-Demand

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Critical to good campaign strategy in planning, web design, and content development is having an archetype to your core audience/s. Too often projects are planned without a clear idea of who the different audiences in the campaign are. This training is all about prepping you with a simple theory of why to use archetypes, and practical tools for developing and implementing them. Join us to learn about how to share the value of audience archetypes, as well as how to develop, and use them throughout your content to strategically increase engagement.


  • Intro
  • Problem & Challenges
  • Success we’ve seen
  • When and where to use
  • Archetype basic exercise
  • Distilling to core archetypes
  • Implementing the use 
  • Q&A

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Brad (Schenck) Caldana

Brad (Schenck) Caldana

Author of The Digital Plan and Senior Digital Strategy Trainer

Brad (Schenck) Caldana is a leading digital and engagement strategist for nonprofits and political campaigns. He’s been driving engagement via the internet for over a decade and the author of "The Digital Plan — Strategic guidance and planning to: Win political campaigns. Grow nonprofit organizations. Launch projects and meet goals." His trainings have empowered thousands of people around the world.

Important roles he’s held: President Obama’s 2012 Training Director and  battleground state digital strategy, Digital Strategy for the Democratic National Committee, Digital Strategy for the Obama-Biden 2012 Inaugural team, founding Digital Strategist for Organizing for Action, CREDO SuperPAC Digital Strategy, Head of Engagement for, Rainforest Action Network Digital Engagement Director, and dozens of other campaigns and international nonprofits.




All Digital Directors, Communications Directors, Social Media Managers, and Content Managers should have a strategic understanding of Audience Archetypes and implementing them. 

Digital Staff

All Social Media staff, blog and site content creators, video staff, or anyone creating content should have a strategic understanding of Audience Archetypes and be implementing them


Anyone working on a project, campaign, or nonprofit will find value in understanding audience archetypes.

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