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University of Florida
Buyer Persona
February 2015
Prospective Student Patricia
 Background
 Full-time high school student (junior/senior)
 Involved in 2-5 extracurricula...
Prospective Student Patricia
 Goals
 1.To find a university that fits the student’s needs and desires
 2.To be academic...
Prospective Student Patricia
 Quotes:
 “I’m looking for a college that will ultimately help me become a successful
profe...
Prospective Student Patricia
 Marketing messaging:
 The University of Florida offers a high level of
education while als...
Prospective Student Patricia
Sample social media: focus on Instagram, Twitter
Instagram
Twitter
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Buyer persona

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Buyer persona

  1. 1. University of Florida Buyer Persona February 2015
  2. 2. Prospective Student Patricia  Background  Full-time high school student (junior/senior)  Involved in 2-5 extracurricular activities  Partakes in service projects occasionally  Demographics  Gender: Female  Age: 16-19  Household income: >$100,000  Home state: Florida  Identifiers  College-search, interested in higher education  Ambitious student, moderately/highly involved
  3. 3. Prospective Student Patricia  Goals  1.To find a university that fits the student’s needs and desires  2.To be academically and financially suited for said university  Challenges  1. Patricia is overwhelmed with options for college – is looking at over 10 prestigious universities across the country  2 . Patricia cannot decide between staying in-state and going farther away from home  3. Patricia needs to know how to apply/be successful at her chosen university  How University of Florida can help  UF has features that are distinct from other universities and is a financially smart decision for Patricia, as an in-state student  UF offers several services to aid in the admissions process
  4. 4. Prospective Student Patricia  Quotes:  “I’m looking for a college that will ultimately help me become a successful professional – I need to be ready for the real world after my 4 years.”  “I think a big campus with tons of students is exciting because it means there is so much to do! I can’t wait to get involved in college, so I need a school that will make that possible.”  Features of a university that Patricia finds attractive:  Provides a stimulating academic experience with challenging, yet manageable, coursework  Has a large amount of students and multiple opportunities to become involved  Potential concerns regarding UF:  Only a few hours away from home – wants to be independent  Wants an experience different from high school friends  Worried about difficulty of coursework
  5. 5. Prospective Student Patricia  Marketing messaging:  The University of Florida offers a high level of education while also facilitating a unique college experience for all students.  Elevator pitch:  UF is a nationally prestigious university, catering to a variety of majors and minors. With around 50,000 students, it offers opportunities for involvement in a multitude of ways. Finally, the unique college town it creates makes it a home away from home, regardless of how close or far one comes from.
  6. 6. Prospective Student Patricia Sample social media: focus on Instagram, Twitter Instagram Twitter

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