UF complete buyer persona.

1. Jim McElwain
Complete Buyer Persona for the
University of Florida

2. BACKGROUND:
🐊 Currently head coach of the Florida Gators SEC football team
🐊 Worked his way up in coaching career from 1987-2015
🐊 Currently married with two daughters and a son
DEMOGRAPHICS:
🐊 Skews male
🐊 Ages 18-25
🐊 Dual HH Income $3 million
🐊 Suburban
IDENTIFIERS:
🐊 Strict contract that determines time commitment and amount
paid per year.
🐊 Has coaching assistants that monitor certain aspects of the team
🐊 Contract includes buy out protection for school

3. GOALS:
🐊 To lead his team to an undefeated season and win the NCAA
National Championship
CHALLENGES:
🐊 Lifting the team from discouragements from team when faced
against strong opponents
🐊 Keeping the team unified and goal oriented
🐊 Maintaining a good image while representing the face of the
University of Florida team, on and off the field
HOW WE HELP:
🐊 Conduct good publicity for the team using different media
channels
🐊 Have positive PR teams represent the school, and prepare for
anything beforehand.

4. REAL QUOTES:
🐊 “You've got to understand in this offense I believe I can win with
my dog Claire-A-Belle. You know, that's the attitude. There's good
players here, but that's just our responsibility to get that going.”
🐊 “We’re moving in the right direction,” McElwain said. “At the
end of the day, you always have to be growing because somebody
else is.”
🐊 “Our jobs as educators, our jobs as coaches, are to be involved
in young men's lives to help them as they move on down the road.”
COMMON OBJECTIONS:
🐊 I don’t want the current roster that I had no control over to
make no progress therefore losing my image and my job
🐊 I don’t want the team as a whole being the result of my
coaching abilities if we don’t have a good season

5. MARKETING MESSAGING:
🐊 To make the Florida Gators a stronger and more united team
ELEVATOR PITCH:
🐊 We give you a coach who is someone that can connect with a
variety of audiences, and operates with a high level of integrity.
Someone who is looking forward to working alongside with the
Gator Nation as they build a championship program both on and
off the field.
SOCIAL NETWORKING:
🐊 Twitter best fits this persona because other people can engage
their own opinions, and Twitter is the best social media outlet for
sport fans

6. Social Networking: Twitter