Customer Personas
Target audience profiles with demographics, goals, pain points, and recommended products and channels.
The Council Partner
B2BLocal government, sustainability officers, community program managers
Drive community engagement through local food growing, meet sustainability KPIs
Need turnkey programs, require reporting and participation data
Full persona details
The Council Partner
Local government sustainability officer looking for community engagement programs. GIL’s council partnership model (33+ councils) is a proven pathway for driving local food growing at scale.
Messaging that resonates
- “33+ councils already partner with Grow It Local”
- “Turnkey community growing programs”
- “Measurable engagement and sustainability outcomes”
- Emphasise proven track record and easy implementation
Objections to address
- “What does partnership look like?” → Clear program structure and support
- “How do we measure impact?” → Community engagement metrics and reporting
- “Budget constraints” → Flexible partnership tiers
Journey
- Discovers GIL through government network or existing council partner referral
- Reviews program details on website
- Engages via email outreach or inbound enquiry
- Pilots program in one ward, then expands council-wide
The Eco-Conscious Millennial
Intermediate25–35, urban/inner-city, apartment or small yard
Reduce food miles, live more sustainably, grow in small spaces
Limited space, no garden bed, unsure what grows in pots
Full persona details
The Eco-Conscious Millennial
Sustainability-motivated urban dweller who wants to grow food on a balcony or in a courtyard. Values environmental impact and is willing to invest in quality products that align with their values.
Messaging that resonates
- “Grow food on your balcony — zero food miles”
- “Small space, big harvest”
- “Join 33+ council-backed growing communities”
- Emphasise sustainability, local food, and community impact
Objections to address
- “I only have a balcony” → Small Space bundles designed for exactly this
- “Is it really more sustainable?” → Local food, no packaging, reduced transport
- “Seems expensive” → Free trial, then seeds alone cover the annual fee
Journey
- Discovers GIL through Instagram (aesthetic grow content) or sustainability blog
- Starts free trial attracted by the eco angle
- Converts to Grower for priority access and extended guides
- Shops bundles regularly — Small Space and seasonal collections
The Green Thumb Grandparent
Experienced55–70, established garden, regional/suburban
Find heirloom varieties, connect with community, pass on knowledge
Hard to find quality heirloom seeds, feels disconnected from modern gardening trends
Full persona details
The Green Thumb Grandparent
Experienced gardener with decades of knowledge who values heirloom varieties and community. They grew up growing food and want to share that with grandchildren and neighbours.
Messaging that resonates
- “Heirloom varieties your grandmother would recognise”
- “Join 33+ local growing communities”
- “Expert Q&A with Costa and Paul West”
- Emphasise heritage, community, and expertise
Objections to address
- “I already know how to garden” → Pro tier expert access and exclusive content
- “Why pay when I save my own seeds?” → 20 curated heirloom varieties, community value
- “I’m not tech-savvy” → Simple email-based experience
Journey
- Discovers GIL through Facebook community content or word of mouth
- Attracted by Rainbow Range heirloom seed quality
- Joins Pro for expert Q&A access and maximum shop discount
- Becomes a community advocate and content contributor
The Weekend Warrior
Beginner30–45, suburban, families
Grow food for the family, reduce grocery costs
Limited time, unsure what to plant, overwhelmed by choice
Full persona details
The Weekend Warrior
Suburban parent who wants to grow food but has limited time. They shop at Bunnings on weekends and are motivated by saving money on groceries and teaching kids where food comes from.
Messaging that resonates
- “Grow dinner in just 15 minutes a day”
- “Your kids will actually eat veggies they’ve grown”
- “Seeds that practically grow themselves”
- Emphasise simplicity and quick wins
Objections to address
- “I don’t have time” → Show how little time GIL gardens need
- “I’ll just kill everything” → Highlight beginner-friendly varieties
- “Is it actually cheaper?” → Do the maths on grocery savings
Journey
- Discovers GIL through Meta ad (family gardening angle) or Instagram
- Signs up for free trial after seeing seed value proposition
- Converts to Base after first seed delivery
- Upgrades to Grower once shopping regularly