One way we can do ahead of planning a marketing campaign is to create a Buyer Persona. An ideal number is to think of 3 different customers.
It can include demographics like age, gender, occupation, salary, education background, family, goals, issues they face, interests etc.
Like John, 25 years old, marketing manager, $3500 pay, single.
For our Teachers Day, we also look at School Principals buying gifts for the Teachers. It could be a parent. Also, student. And the marketing campaign content may differ.