Camila, The Chipotle-craving College Student
By: Jason Feliciano
CamilaBACKGROUND:
• 2nd year Public Relations
• Works at local stadium on campus.
• Very involved on campus: Hispanic Student Association,
university ambassador, PRSSA.
DEMOGRAPHICS:
• Skews Female
• Age 18-22
• Income: $400 paycheck biweekly
• 2007 Chevy Malibu
IDENTIFIERS:
• Works to support self
• Staying in shape is important to her, but so is good grades and
working to pay bills.
• Very busy between work, school, and involvement.
CamilaGOALS:
• Graduate with high honors
• Enjoy her college experience fully
• Maintain a healthy lifestyle
CHALLENGES:
• Must pay for living expenses including: food, gas, entertainment
and groceries, etc.
• Often feels overwhelmed and underpaid
HOW WE HELP:
• Provide discounts for social media check-ins, DM percentage off price with interaction, and BOGO deals.
• Provide support, motivation and encouragement on a regular basis
through DM’s and mentions.
“Chipotle is my life!”
– Boy from Vine
“Boy, me too!”- Camila, the
Chipotle-craving chica
CamilaREAL QUOTES:
• “Chipotle is low-key healthy and good for you, right? I think
so. We should go there for lunch.”
• “I’m going to run stadiums after class because I really need a burrito in my life.”
• “I always go back and forth between if I should get guac or
not…”
COMMON OBJECTIONS:
• I’m worried about a lot of things, but mostly paying for food and not spending too
much on food when I eat out with my friends.
• I don’t want to spend too much money on something
that may not be the healthiest option for me that I may be able to make for myself at
home.
“I love you, Chipotle!”- Random girl
“Girl, you better back off!”
- Camila, the Chipotle-craving
chica
CamilaMARKETING MESSAGING:
Social Media connection and relationship established between
client and company
Example, Twitter:
“Hey @CamilaCCCS Show this tweet to any register for 20% off your meal
today! #TwentyOffTuesday
“Working hard? Wear your uniform to Chipotle today for free guac, chips
and a drink! #WalkInGuacOut”
ELEVATOR PITCH:
• Follow us on Twitter for humorous and motivational updates throughout the day
as well as discounts and special promotions on deals
in store!
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