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AUDIENCE PERSONA
SALLY THE STUDENT
DEMOGRAPHICS
IDENTIFIERS
Sally is a full time college student, with a busy schedule filled
with extra curricular activities and work. She is health conscious
and tries to hit the gym as often as she can fit it in her schedule.
Sally doesn’t have much time to cook and buy fresh groceries,
so she relies on healthy fast food options to keep her fueled on
her busy days.
-Female, 21 years old
-Minimum wage income
-Currently living in a medium size college town
-In last year of telecommunications undergraduate degree
-Middle child of three
-Always on the go
-Health conscious
-On a budget
GOALS
CHALLENGES
HOW WE HELP
-Continue her healthy and lifestyle through her remaining semesters
-Learn more about healthy living to carry into her professional life after graduation
-Eat healthy meals that fit into her tight student budget
-Avoid unhealthy food
-Living a busy life doesn’t leave time for meal preparation
-Keep a balance between all of her activities
-Stay within her tight student budget
-Offer relatively low prices, quick food
-Healthy with organic, high quality, many non GMO options
-Locations usually near large college campuses
-Highly personalization so Sally can customizer her meal exactly how she wants it
REAL QUOTES
COMMON OBJECTIONS
-”I often end up skipping lunch because of my busy schedule”
-”I love going to upscale restaurants when I have the time to”
-During the lunch rush, the line can get quite long
-The closest location is all the way across campus, about a 15 minute walk away
-There are cheaper lunch options in the student union
MARKETING MESSAGE
ELEVATOR PITCH
-Chipolte has quick, healthy food options for people on the go
-Always fresh for the customer with superior ingredients
-Highly customizable, now with online ordering for convenience
SOCIAL MEDIA
EXAMPLES
-Sally spends most of her social media time on Instagram and Facebook, but checks Twitter every few days
-Chipolte could do a week long social media challenge, encouraging customers to post photos using a hashtag,
with one winner with the most creative photo winning free Chipolte for the upcoming year. Everyone that posts a
photo could show their post for a bag of free chips.
-Other posts could promote their announcement of non-GMO products, and online ordering to cut down on wait
time.
Burrito photo
Challenge
Post a photo
Get free chips
Burrito photo challenge
EXAMPLE POSTS
-Highlight what sets Chipolte apart
	 -Healthy fast food
	 -New non-GMO approach
	 -Customizable, everyone can find something they like
-”Need a pick me up after a slow Monday morning? Stop by your local Chipolte for a pick me up!”
-”A burrito or a bowl? How do you pick?”
-”Does your food have integrity? Non-GMO: you deserve it.”

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Persona

  • 2. SALLY THE STUDENT DEMOGRAPHICS IDENTIFIERS Sally is a full time college student, with a busy schedule filled with extra curricular activities and work. She is health conscious and tries to hit the gym as often as she can fit it in her schedule. Sally doesn’t have much time to cook and buy fresh groceries, so she relies on healthy fast food options to keep her fueled on her busy days. -Female, 21 years old -Minimum wage income -Currently living in a medium size college town -In last year of telecommunications undergraduate degree -Middle child of three -Always on the go -Health conscious -On a budget
  • 3. GOALS CHALLENGES HOW WE HELP -Continue her healthy and lifestyle through her remaining semesters -Learn more about healthy living to carry into her professional life after graduation -Eat healthy meals that fit into her tight student budget -Avoid unhealthy food -Living a busy life doesn’t leave time for meal preparation -Keep a balance between all of her activities -Stay within her tight student budget -Offer relatively low prices, quick food -Healthy with organic, high quality, many non GMO options -Locations usually near large college campuses -Highly personalization so Sally can customizer her meal exactly how she wants it
  • 4. REAL QUOTES COMMON OBJECTIONS -”I often end up skipping lunch because of my busy schedule” -”I love going to upscale restaurants when I have the time to” -During the lunch rush, the line can get quite long -The closest location is all the way across campus, about a 15 minute walk away -There are cheaper lunch options in the student union
  • 5. MARKETING MESSAGE ELEVATOR PITCH -Chipolte has quick, healthy food options for people on the go -Always fresh for the customer with superior ingredients -Highly customizable, now with online ordering for convenience
  • 6. SOCIAL MEDIA EXAMPLES -Sally spends most of her social media time on Instagram and Facebook, but checks Twitter every few days -Chipolte could do a week long social media challenge, encouraging customers to post photos using a hashtag, with one winner with the most creative photo winning free Chipolte for the upcoming year. Everyone that posts a photo could show their post for a bag of free chips. -Other posts could promote their announcement of non-GMO products, and online ordering to cut down on wait time.
  • 7. Burrito photo Challenge Post a photo Get free chips Burrito photo challenge
  • 8. EXAMPLE POSTS -Highlight what sets Chipolte apart -Healthy fast food -New non-GMO approach -Customizable, everyone can find something they like -”Need a pick me up after a slow Monday morning? Stop by your local Chipolte for a pick me up!” -”A burrito or a bowl? How do you pick?” -”Does your food have integrity? Non-GMO: you deserve it.”