2. Mary The Chocolate Lover
Background
• Server at Bonefish
• Recently graduated.
• Single
Demographics
• Skews Female
• Ages 20-25
• Annual Income: 31,000
Identifiers
• Calm Demeanor
• Chocolate lover
3. Mary the Chocolate Lover
Goals:
• Find a job in marketing.
• Keep her career and life
balanced.
• Keep herself happy.
Challenges:
• Balancing work and a
personal life.
• Finding a career that I love
right out of college.
How we help:
• Tweeting about marketing
careers for graduating college
students so that graduates like
Mary can apply.
4. Mary the Chocolate Lover
REAL QUOTES:
• “It’s been difficult finding a job that
is around my family.”
• “I have to be open to relocation
every couple of years which makes
it hard to settle down.”
• “Will I make enough money to
support myself?”
Common Objections:
• I’m worried about starting a career
that will take away from my
personal life.
• Having to relocate every couple of
years.
5. The Chocolate Lovers
Marketing Messaging:
Women can have a family and have a great
career at Hershey’s.
Elevator Pitch:
After the first year, we give you a chance to
pick where you want to settle and be located.
A career that allows you to move up in the
company and help set up a future for your life.
