Audience Persona Profile Building

1. February, 2015
Chipotle
Buyer Persona Overview

2. Chipotle Chad
Background:
 Social Media Manager
 Worked at the same company for 2 years
 Not married
Demographics:
 Male
 Age 20-35
 HH Income: $40,000
 Urban
Identifiers:
 Outgoing Personality
 Gives out cell phone number
 Asks to follow his Twitter

3. Chipotle Chad
Goals:
 Make as many connections as possible
 Does not support legal and finance teams
Challenges:
 Staying professional at the workplace
 Staying conservative with company ideas
How we help:
 Make it easy to communicate
 Integrate with legal and finance teams

4. Chipotle Chad
Real Quotes:
 “Companies need communication, social media
and burritos.”
 “I don’t like dealing with old-school high ups.”
 “Stay relevant.”
Common Objections:
 I don’t want people on the team without charisma
 I hate using old technology

5. Chipotle Chad
Marketing Messaging:
 Social Media Management
Elevator Pitch:
 We give you a social media management plan
with your existing situation, and training to
communicate better with customers.