February, 2015

University of FloridaBuyer Persona Overview

New-Girl NellBACKGROUND:

• Director of UF Media Relations

• Recent Graduate of the University of Florida. Interned with the Media Relations department and got hired full-time last month.

• Single, loves shopping, loves trying new things.

DEMOGRAPHICS:

• Female

• 21-25 years old

• Starting income of $60,000. Potential income of $95,000

• Urban

IDENTIFIERS:

• Creative Personality

• Loves reaching new heights

• Probably questions a lot to enhance her learning

New-Girl NellGOALS:

• Make UF the University that everyone loves for various reasons.

• Create new & innovate media strategies without ruining UF’s reputation or legacy.

CHALLENGES:

• Reaching such a wide spectrum of targets.

• Inventing a marketing plan that will be accepted to the senior employees in the Media Relations department.

HOW WE HELP:

• Make it easy to reach a number of targets from one place.

• Tie old goals and expectations together for stronger marketing techniques.

New-Girl Nell

REAL QUOTES:

• “But senior employees are really hung-up on traditions.”

• “I must come up with a mind-blowing presentation that will win UF’s entire promotion team over. How can I?”

• “It’s been difficult trying to put my creative twist on these old strategies.”

COMMON OBJECTIONS:

• I’m worried that I will lose the department’s support due to my “new” ideas.

• I can’t possible focus on so many diverse targets (students, professors, families, investors, etc.)

New-Girl Nell

SOCIAL MEDIA MESSAGING:

• Innovative Reputation-Building Social Media Management.

ELEVATOR PITCH:

• We help equip you with the tools you need to build a new & creative marketing/promotional plan that will enhance your brand’s reputation and attract a plethora of audiences.

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