1. University of Florida
Buyer Persona
February 2015

2. Prospective Student Patricia
 Background
 Full-time high school student (junior/senior)
 Involved in 2-5 extracurricular activities
 Partakes in service projects occasionally
 Demographics
 Gender: Female
 Age: 16-19
 Household income: >$100,000
 Home state: Florida
 Identifiers
 College-search, interested in higher education
 Ambitious student, moderately/highly involved

3. Prospective Student Patricia
 Goals
 1.To find a university that fits the student’s needs and desires
 2.To be academically and financially suited for said university
 Challenges
 1. Patricia is overwhelmed with options for college – is looking at over 10
prestigious universities across the country
 2 . Patricia cannot decide between staying in-state and going farther
away from home
 3. Patricia needs to know how to apply/be successful at her chosen
university
 How University of Florida can help
 UF has features that are distinct from other universities and is a
financially smart decision for Patricia, as an in-state student
 UF offers several services to aid in the admissions process

4. Prospective Student Patricia
 Quotes:
 “I’m looking for a college that will ultimately help me become a successful
professional – I need to be ready for the real world after my 4 years.”
 “I think a big campus with tons of students is exciting because it means there
is so much to do! I can’t wait to get involved in college, so I need a school that
will make that possible.”
 Features of a university that Patricia finds attractive:
 Provides a stimulating academic experience with challenging, yet
manageable, coursework
 Has a large amount of students and multiple opportunities to become involved
 Potential concerns regarding UF:
 Only a few hours away from home – wants to be independent
 Wants an experience different from high school friends
 Worried about difficulty of coursework

5. Prospective Student Patricia
 Marketing messaging:
 The University of Florida offers a high level of
education while also facilitating a unique
college experience for all students.
 Elevator pitch:
 UF is a nationally prestigious university,
catering to a variety of majors and minors.
With around 50,000 students, it offers
opportunities for involvement in a multitude
of ways. Finally, the unique college town it
creates makes it a home away from home,
regardless of how close or far one comes
from.

6. Prospective Student Patricia
Sample social media: focus on Instagram, Twitter
Instagram
Twitter