The document profiles a potential student, O'Dell Beckham Jr., a high school senior star wide receiver with a 4.0 GPA from a low-income single parent household. It outlines his goals of making the NFL and winning a college championship, as well as the challenges of paying for school and making the football team. The University of Florida is presented as a good fit because it offers an athletic scholarship, low in-state tuition, a top football program with NFL graduates, and the opportunity to compete for a national championship under top coaches with national spotlight.

1. University of Florida
Buyer Persona Overview
October, 2015

2. O’Dell Beckham
Jr.
BACKGROUND:
•High school senior
•Star Wide Receiver
•Excellent GPA 4.0
DEMOGRAPHICS:
•Athlete
•Age 16-18
•Single Parent Household, low income
•Urban
IDENTIFIERS:
•Competitive
•Need to excel in sports
•Asks to receive collateral mailed/printed

3. O’Dell Beckham
Jr.
GOALS:
•Make the NFL
•Win college championship
CHALLENGES:
•Paying for school
•Making the team
HOW WE HELP:
•Athletic scholarship
•Low tuition costs for in-state
students
•Top tier football program
•National spotlight
•Top coaches
•Great NFL graduates

4. O’Dell Beckham
Jr.
REAL QUOTES:
•“I want to go to a good school that will
let me play and allow me to have a path
to the NFL.”
•“I want to compete for a National
Championship.”
•“I want to go to a fun school with a good
football program.”
COMMON OBJECTIONS:
•I’m worried I won’t make the NFL
•I want to play football and get my
college degree.
•I’m worried I won’t get a chance to shine
for NFL scouts
•I’m afraid I don’t get in to a top
program.

5. O’Dell Beckham
Jr.
MARKETING MESSAGING:
•Since 1929, over 270 former Gators
football players have played in the NFL
ELEVATOR PITCH:
•University of Florida is a top tier
educational institution. It excels both
in academics, research and sports.
Gators have national recognition.
•Gator Nation had 8 players drafted in
the 2015 NFL draft, ranking third
most.
•Gators last won a National
Championship in 2008, and are
currently ranked 11th
in the nation.

6. O’Dell Beckham
Jr.
MARKETING MESSAGING:
•Since 1929, over 270 former Gators
football players have played in the NFL
ELEVATOR PITCH:
•University of Florida is a top tier
educational institution. It excels both
in academics, research and sports.
Gators have national recognition.
•Gator Nation had 8 players drafted in
the 2015 NFL draft, ranking third
most.
•Gators last won a National
Championship in 2008, and are
currently ranked 11th
in the nation.