This document provides a buyer persona overview for Carrie, a 17-year-old high school senior who is deciding which university to attend. She has applied to the University of Florida, Florida International University, and University of Central Florida and wants to major in writing. She works at Hollister and lives with her parents and brother. The document outlines her goals of deciding on a university and major by March, challenges in pleasing her parents and brother, and how the University of Florida can help by providing a campus tour and information about writing-related majors.

1. University of Florida
Buyer Persona Overview
February, 2015

2. Carrie going to college
Background
• High- senior
• Graduating in May 2015 & applied
to 3 universities, UF, FIU, & UCF
• Like to write poems and stories
• Lives wit both parents and has a
20-year-old brother
• Works at Hollister
Demographics
• Female
• 17-years old
• 60,000 annual income (including
both her & her parents income)
• Lives in an urban city (Orlando)
Identifiers
• Outgoing
• Mostly in a friendly mood
• Keeps a small journal on her
almost all the time.

3. Carrie going to College
Goals
• To finally decide which university
she would like to attend for the
upcoming 2015 fall semester by
March
• Decide on a major dealing with
writing Challenges
• Her parents doesn’t want her to move
far away
• All three school seem to have multiple
majors related to one another
• Make everyone happy, including
herself with the decision she makes
• Her brother attended FIU and would
like for her to do the same
How We Help
• Inform her about our wonderful
College of Journalism &
Communication
• Schedule campus tour
• Compare our location to the other
universities

4. Carrie going to College
Real Quotes
• “It’s so hard trying to please
everyone and myself, it’s like we
all want different things. ”
• “I love writing, so I really want my
major to deal with writing. I’m not
to sure exactly what I would like to
major in.”
• “I would like to get away from
Orlando because I've been here all
my life but I don’t to be to far
away.”
Common Objections
• I’m worried I won’t please everyone
with my decision
• I don’t want to start school in the fall
without a definite major or career path
in mind

5. Carrie going to college
Marketing Messaging
• Would describe the solution to
Carrie by first emailing her to
schedule a campus tour, then invite
both her and her parents to tour
the University of Florida.
Elevator Pitch
• Explain to Carrie that she would
have the opportunity to move out
of the city of Orlando and move 2
hours from the city by attending UF
versus 3- 4 hours in Miami by
attending FIU. That way she would
be also closer to her family.
• During the campus tour meet with
advisors in the Journalism &
Communications to discuss majors
and career paths so Carrie can
finalize her decisions.

6. Social Messaging
Which social network best fits this persona?
• I believe the social network that best fits this persona is Facebook.
Facebook is a social network in which you post with word and
pictures and they are both acknowledged. This way you can post
about event on campus and dealing with the university along with
pictures so people can view the university and feel as if they are apart
of the community.