Abovegroup--an independent design agency based in Trinidad & Tobago--reached out to Adam Cooper to help identify and paint vivid portraits of the types of people that would benefit from events and programming at the 2014 Americas Competitiveness Forum (ACF) held in Trinidad & Tobago.

This consumer profiling exercise was the elemental first step in pinpointing the necessary channels, brand energy and content marketing to draw unique attention to the ACF.

The segmentation exercise involved identifying the following through qualitative research:

- Demographics: pinpointing the optimal age, gender and lifestage profile for ACF guests

- Psychographics: illustrating the emotional, cognitive, physical, cultural and social tensions addressed by the ACF

- Geopolitics: identifying optimal markets to advertise and establish a presence for the ACF

- Media Channel Palette: loose mapping of most relevant media channels for each segment

The Results

The exercise provided the underpinning for the brand marketing campaign. The strategic recommendation inspired a message that efficiently engaged secondary school & higher education students, the creative class, academia, the banking community and the energy sector.

The conference was sold out; 2,000 tickets were sold and the event, in such high demand, was oversubscribed.