The Persona depicted in this presentation is Perspective Peter, a high school junior who is making the difficult decision of applying for colleges/universities. Perspective Peter gives insight into application process for the University of Florida. Resources: https://twitter.com/CallofDuty

1. University of
Florida
Buyer Persona
Overview
Sandra Obando
February, 2015

2. Prospective Peter
• Background
 High School Junior
 Deciding what
colleges/universities to
apply for admissions
 On the school lacrosse
team and various clubs
 3.7 GPA, 27 ACT, 608 M
603 CR, 590 W SAT
• Demographics
 Male
 16-17
 Dependent, parent’s income
is $75,000
 Suburban
• Identifiers
 Busy balancing schoolwork,
extra curricular, and family
time
 Sports enthusiast

3. Prospective Peter
• Goals
 Attend a prestigious
university/college
 Maintain a good GPA and
be involved in
extracurricular activities
 Become a lawyer
 Travel
• Challenges
 Being distinguished from
other applicants
 Deciding between in-
state or out-of-state
university/college
• How To Help
 Provide one of the best
values for higher
education
 Offer multiple study
abroad opportunities

4. Prospective Peter
• Real Quotes
 “I want to go to a good
college but I want to
have good time too.”
 “Meeting new people
and doing new things is
going to be great!”
• Common Objections
 Going out-of state will
be difficult for my
parents and myself.
 It is not an ivy-league
university.

5. Prospective Peter
• Marketing Message
 UF is a public ivy
university that will
provide great education
and opportunities.
• Elevator Pitch
 Experience education,
opportunity, culture, and
family at the Gator
Nation.

6. Prospective Peter
• Social Media Messaging
 Twitter
Boom! Killing some
#ExoZombies @CallofDuty Facebook
Great practice with the team
today. Good hustle!