Alex the involved academic (persona)

1. Chipotle Mexican Grill
Buyer Persona Overview
February, 2015

2. Alex - “The Involved Academic”
BACKGROUND:
• Alex is a Public Relations student at a State
University and is involved in a sorority, PRSSA (Public
relations club) and a freshman mentorship program.
She is interested in staying up to date with recent
trends on social media and keeps up with news and
events on campus.
• Alex has a tight and organized daily schedule with
class throughout her entire afternoon and
organizations/clubs in the evening
DEMOGRAPHICS:
• Female
• 18-22
• N/A (middle class family)
• suburban
IDENTIFIERS:
• Trendy, outgoing, crafty, focused, passionate
• Frequents social media like instagram and Twitter in
free time

3. Alex - “The Involved Academic”
GOALS:
• Become a leader in the organizations
which she is involved in
• Get good grades, eventually land an
internship
• To land a job in a PR department
CHALLENGES:
• Has a full schedule and limited time
• Has a tight “college” budget
• Has a full plate between staying social and
maintaining academic integrity
HOW WE HELP:
• Provide fast, affordable and delicious
lunch options for the health-conscious
overachiever

4. Alex - “The Involved Academic”
REAL QUOTES:
• “I’m all about balance: the Social,
the athletic, the fitness,the
involvement”
COMMON OBJECTIONS:
• Not enough time for lunch during
class hours usually
• Limited money for eating out
• Watching weight

5. Alex - “The Involved Academic”
MARKETING MESSAGING:
• Healthy options for calorie-counters
• Affordable and fast, for a busy college
student’s budget and schedule
ELEVATOR PITCH:
• College students across the
nation have already discovered
why choosing Chipotle makes
sense not only time and
budget-wise but taste and
nutrition-wise as well.
PREFERRED SOCIAL MEDIA
PLATFORM:
•Twitter and Instagram

6. Alex - “The Involved Academic”
MARKETING MESSAGING:
• Healthy options for calorie-counters
• Affordable and fast, for a busy college
student’s budget and schedule
ELEVATOR PITCH:
• College students across the
nation have already discovered
why choosing Chipotle makes
sense not only time and
budget-wise but taste and
nutrition-wise as well.
PREFERRED SOCIAL MEDIA
PLATFORM:
•Twitter and Instagram