Erin Smith

UX and Content Writer

Writing Content from Personas

The Granola Gals

Hey Beerwerks Trailblazers! We’ve got some new trailblazers in town with some decidedly selective tastes. Meet the newest Trailblazer – can you relate?

Have you ever sipped a locally sourced, low-carb pilsner after balancing a baby goat in your hand during a Half Lord of the Fishes pose? No? Well, what about chilling an IPA with mountain snow while you camp on the side of Mt. Ruapehu? Okay, well, Isla and June have, and while it only crossed off a very small section of their considerably large bucket list, they’re still quite proud of it. This cheery pair has traveled all across the world looking for eco-friendly beers and sustainable fun. Don’t let the faux leather Birkenstocks fool you, though. These two know their stuff. How else would they be able to find an organic Baltic Porter made by a group of non-denominational nuns who politely ask the malt to toast itself? Your guess is as good as ours. 

Read on for ideas about how The Granola Girls make the most out of this world…without making a negative impact.

Outdoor Gear

Isla and June are hard on their gear because they really use it. It’s crucial that it’s dependable. Can you imagine your boots falling apart after you step in a creek 18 miles down the trail or ropes that drop your hammock on the ground or fray halfway down your morning rappel? Hard-core adventurers gear up with high-quality gear.

Fair-Trade (and Vintage) Clothing

Isla and June are stylish and fashionable, but they care passionately about where their clothes are sourced and prefer to buy fair trade and vintage garments. Here are some of their favorite places to shop along the Beerwerks Trail.

Farmers’ Markets & Food Co-ops

Isla and June know that if you want to get the freshest organic produce and meats you need to go right to the source. Some of the best selections can be found at local farmers’ markets. Not only will you buy healthy, in-season fruits and veggies, you’ll also support sustainable farming practices and get to interact with the farmers, producers, and the community.

Yoga Studios

After a hard day of working hard and being self-righteous, the Granola Gals need to relax. They’ll breathe deeply with some vinyasa, Iyengar, or hatha yoga before relaxing some more at their favorite brewery.

Sustainable Living

The Granola Gals know that each one of their choices impacts the environment. They strive to live eco-friendly lives with zero-waste (or at least low-waste) lives by eliminating packaging, plastics, chemicals, and buying reusable and sustainable products whenever possible! 

screenshot of beer snobs blog post

What I did: I worked on a campaign with the Beerwerks Trail that marketed the Beerwerks experience to various groups like “Empty Nesters,” “Millenials,” “The Beer Snobs,” and “The Granola Gals.” The marketing department developed the personas and the photographs.

What I did: I worked with a provided profile of an over-the-top stereotyped nature lover. The second paragraph is text I was provided, and I wrote the rest to match. I researched types of businesses the environmentally-conscious would frequent and located a selection in our localities. I made sure that stakeholders felt fairly represented

This was part of a larger campaign with more profiles, multi-day itineraries, videos, and email marketing. I don’t like the contrast of the bulleted items in the Beerwerks theme on the published blog. The yellow text is difficult to read.

What I did: My job was to write content specific to the personas’ user journeys. The tone was humorous. The content needed to reflect offerings from the various localities along the Beerwerks Trail. This was intended for a local or regional tourist who might be looking for a particular kind of experience (high-class, all-natural, etc.) that centers on brewery tourism. This content needed to be written and edited in a few hours due to time and budget constraints.

Erin Smith