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University of Florida College of Journalism and Communications
Buyer Persona October, 2015
Maggie Smith, Future ReporterBackground:• High school senior looking at colleges• Interested in current events and the news• Loves social mediaDemographics:• Female• 17-18• Wants to live in a more urban settingIdentifiers:• Communicative• Outgoing• Interested in current events• Quick on her feet• Innovative
Maggie Smith, Future ReporterGoals:• Become a reporter • Find a university that has a top-rated journalism
program• Find a university that gives students hands-on
experienceChallenges:• Finding a university that has an entire program
dedicated to journalism• Not knowing what part of journalism she wants to go
intoHow We Help• Provide an entire college dedicated to journalism• Provides programs within all different types of
journalism and has opportunities for Maggie to explore all of them, to determine which she likes best
• Gives students like Maggie lhands-on experience within the field of journalism, preparing her for a career in journalism after graduating.
Maggie Smith, Future Reporter
Real quotes• “I want to find a university that will prepare
me for the day-to-day life as a reporter.”• “Most colleges only seem to have a single
major dedicated to journalism. This troubles me because there are so many different areas of journalism.”
• “Everyone tells me journalism is a dying business.”
Objections:• I have heard that UF is a school mostly
focused on the sciences• It would be much cheaper to attend a local
community college
Maggie Smith, Future ReporterMarketing Message:An entire college dedicated to helping shape the journalists of the future.Elevator PitchWe have one of the best journalism programs in the country and offers students a wide variety of ways to all facets of it – from print to broadcast. Students have the opportunity to get hands-on experience working in a real newsroom that caters to multiple counties throughout the state.
Maggie Smith, Future Reporter
Social Media Platforms Used• Facebook• Twitter• Instagram
Maggie Smith, Future Reporter
Social Media Messaging:• Facebook posts sharing works
student reporters have published or aired
• Live tweets when UF College of Journalism students win a Hearst Award, when an alumni wins a Pulitzer, or other journalism awards
• Re-tweets when students post pictures of themselves reporting
Maggie Smith, Future Reporter
• Tweets or Facebook posts with current student accounts about how they love the college or from alumni on how it prepared them for the real world
• Instagram pictures of the WUFT newsroom and airing studios
• Instagram pictures from within a class