Project 1
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Hipster Jackie is a 24-year-old barista who lives in an urban apartment with roommates and wants to be an author. She cares about eating organic, supporting sustainable organizations, and knowing where her food comes from. Chipotle helps by providing healthy, affordable food made with high-quality ingredients from farms they support through their Cultivate Foundation. Their commitment to food with integrity aligns with Hipster Jackie's values of sustainability and transparency. Twitter would be an effective way to market to her as it allows sharing information in a quick, concise way that fits her busy lifestyle.
Project 1
- 2. Hipster Jackie BACKGROUND: • Barista at a local coffee shop but wants to be an author • Worked there for 6 months, moved to the city after college • Lives with two roommates in a small apartment, one is a musician and the other is a waitress DEMOGRAPHICS: • Both Female and Male (Female for this example) • 18-24 • Single $0-$25,000 annually • Urban IDENTIFIERS: • Probably prefers to eat organic • Reserved demeanor • Likes the late night atmosphere of big cities
- 3. Hipster Jackie GOALS: • Save money while also eating good food • Support organizations that help make the world more sustainable CHALLENGES: • Overpriced restaurants with self- serving interests • The patriarchy HOW WE HELP: • Creating food with the best ingredients for great prices • The Chipotle Cultivate Foundation is dedicated to making a sustainable food future
- 4. Hipster Jackie REAL QUOTES: • “It’s been difficult finding places that have healthy food and are in my price range.” • “I don’t trust GMOs or mass- produced food.” • “I like knowing where my food comes from.” • “Creating a sustainable environment is important to me.” COMMON OBJECTIONS: • “I don’t trust a large corporation compared to a local establishment.” • “Big restaurant chains have mass-produced food and they hurt the environment.”
- 5. Hipster Jackie MARKETING MESSAGING: • Chipotle’s commitment to using food with integrity is not only good for you, but also helps create a more sustainable world. ELEVATOR PITCH: • By using fresh food without artificial flavors or fillers, Chipotle is able to deliver the best food options to consumers. In addition, Chipotle is committed to creating a more sustainable world by partnering with farms and ranches, and through the Chipotle Cultivate Foundation.
- 6. Hipster Jackie • SOCIAL MESSAGING: • Twitter would be the best form of social media for Hipster Jackie. The short tweets with lots of information would help spread their message to busy millennials. • Example of Tweets: • “No more GMOs” • “We care for the Earth as much as we care for our food #ChipotleCultivateFoundation”