A Buyer Persona I did for a class assignment.

2. First Generation College Student Fiona
BACKGROUND:
• Just graduated high school, she is the first in her family to attend college
• Looking to join the University of Florida as a first generation Gator
• Works a full-time job so she can pay for living expenses
• Enjoys spending time with friends and her cat
DEMOGRAPHICS:
• Female (could be a male – Frank)
• 18-22
• Parents’ income less than 60,000 a year
• Urban
IDENTIFIERS:
• Independent, responsible
• Likes living on her own, off campus
• Has to budget her money

3. First Generation College Student Fiona
GOALS:
• Graduate from college with as little debt as possible
• Experience all the University has to offer
• Make life-long friendships
• CHALLENGES:
• Find a balance between work and school
• Options to help with the cost of college
HOW WE HELP:
• Offer online-classes, so student can work around her schedule
• Have easy access to scholarship applications

4. First Generation College Student Fiona
REAL QUOTES:
• “I have been accepted into the University of Florida, but not sure if my family can afford
for me to attend college.”
• “I’m worried that I may not be able to find a balance between work and school and my
GPA will drop.”
• “I have heard that paying off student debt can take years.”
COMMON OBJECTIONS:
• I’m worried I won’t have the finances to complete my college degree
• I don’t want to be paying off student loans my whole life
• Being the first person in my family to go off to college, I have no one to help me. I’m
scared I might need extra help with all the paperwork

5. First Generation College Student Fiona
MARKETING MESSAGING:
• Quick and easy to find locator tabs for all types of platforms
ELEVATOR PITCH:
• We take away the stress of starting college by making it easy to find
important information.