University of Florida Buyer Persona

1. Buyer Persona
October, 2015

2. Ashley the High
School Senior
BACKGROUND:
• Senior year of high school
• Applying to colleges
• Class President
• Involved in extracurricular activities,
including National Honor Society
• Strong academic background
DEMOGRAPHICS:
• Female
• Age 17-18
• High school student
• Suburban location
• Single
• Financially dependent on parents
IDENTIFIERS:
• Social media savvy
• Responsible
• Optimistic about future
• Desire to get involved in community

3. Ashley the High
School Senior
GOALS:
• Graduate in four years with a bachelor’s
degree and attend graduate school
• Get involved in the surrounding community
CHALLENGES:
• Finding an organization that allows for a
sense of belonging
• Insufficient finances to cover expensive
burden of college
HOW WE HELP:
• Over 1,000 registered Student
Organizations and all listed online
• Offering financial aid assistance, student
loans and many diverse scholarships

4. Ashley the High
School Senior
REAL QUOTES:
• “I’m both nervous and excited to
embark on the journey that is
college.”
• “I want to go to a university that
allows for my personal growth.”
• “I hope to feel at home at the school
I choose and to make great
networking connections.”
COMMON OBJECTIONS:
• College is expensive, but is it worth
it?
• Are there opportunities to stand out
in such a large school?

5. Ashley the High
School Senior
MARKETING MESSAGING:
• The University of Florida is devoted
to enabling its students to lead and
make an impact in society.
• UF wants to give students the most
value for their money with many
financial aid opportunities and
scholarships.
• With over 100 undergraduate
majors and more than 200 graduate
degree programs, UF has plenty of
options readily available for
students to further their growth and
development.
ELEVATOR PITCH:
• At the University of Florida, you will
make long-lasting friendships,
integral network connections and
will learn from world-renowned
professors and faculty.

8. Gators! It's a great weekend to work on
your UF application! Here are some essay
tips for your benefit. The freshman
deadline is November 1! It’s a month
away so come on Gators, get up and go!
http://www.admissions.ufl.edu
#futuregators