Personas — Mountain Camp 2027¶

Target audience definitions and journey maps

Primary Personas¶

1. Newcomer / Beginner¶

Profile: - New to Drupal (or new to open source) - Possibly from university or career switcher - Attended Drupal in a Day or similar intro event - Looking for learning path and community connection

Needs: - Clear learning path (Drupal in a Day → meetups → first contribution → Mountain Camp) - Beginner-accessible workshops - Welcoming environment - Discounted tickets

Journey: 1. Discover via university partnership or Drupal in a Day 2. Attend Drupal in a Day event 3. Get encouraged to attend Mountain Camp (discounted ticket) 4. Arrive nervous but welcomed 5. Participate in icebreakers (Pub Quiz) 6. Leave with connections and next steps

Marketing: Focus on learning, growth, community welcome

2. Developer / Technical User¶

Profile: - 2-5 years Drupal experience - Works at agency or as freelancer - Interested in AI, modern development, best practices - Looking for technical depth and networking

Needs: - Hands-on workshops (highest-rated format) - AI and emerging technology sessions - Contribution opportunities - Networking with peers

Journey: 1. Discover via Drupal.org, social media, or community 2. See featured speakers and technical agenda 3. Register for early bird 4. Attend sessions and sprints 5. Make contributions, meet peers 6. Leave with new skills and connections

Marketing: Focus on technical depth, AI sessions, contribution

3. Expert / Long-time Community Member¶

Profile: - 5+ years Drupal experience - Contributor to core or contrib - Already part of the community - Comes for connection and staying current

Needs: - Deep-dive sessions - Contribution sprints - Connecting with old friends - Giving back (mentoring, BoFs)

Journey: 1. Regular attendee (comes every year) 2. See featured speakers, register early 3. Lead a sprint or BoF 4. Reconnect with community 5. Leave energized, continue online

Marketing: Focus on community, contribution, staying current

4. C-Level / Government / Decision Maker¶

Profile: - CTO, CIO, digital lead at government or enterprise - Makes buying decisions about Drupal - Interested in data sovereignty, compliance - May not be deeply technical

Needs: - Business-focused content - Data sovereignty / compliance track - Networking with peers - Understanding Drupal's enterprise viability

Journey: 1. Targeted outreach via data sovereignty angle 2. Invited to CXO dinner (if implemented) 3. Day 2 or Day 3 focused on business/government 4. Meet peers, see case studies 5. Leave with confidence in Drupal for enterprise

Marketing: Focus on data sovereignty, compliance, enterprise

5. Drupal Agency / Service Provider¶

Profile: - Runs a Drupal agency or provides Drupal services - Brings team members - Looking for talent, leads, partnerships

Needs: - Talent recruitment opportunity - Brand visibility (sponsorship) - Business development - Team training/building

Journey: 1. Sponsor or attend as group 2. Networking with peers 3. Recruitment conversations 4. Leave with leads and contacts

Marketing: Focus on sponsorship visibility, recruitment access

Growth Strategy¶

Notes¶

• Ticket price not main barrier — travel/accommodation bigger factor
• Quality over quantity — 100 engaged > 140 passive
• Need to address Romandie/Geneva region accessibility

Related: See feedback/feedback-analysis.md for what attendees value, marketing/roadmap.md for acquisition strategy.