Project 1: Chipotle
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Chris is a 19-year-old college student majoring in biology at the University of Florida with the goal of attending medical school. He wants to eat healthy despite his busy schedule but finds it challenging to balance school with social activities. Chipotle aims to help Chris by providing a quick, healthy, and personalized meal in an environment that allows him to relax and take a break from student stresses. Their messaging promotes Chipotle as a healthy option that supports Chris' goals.
Project 1: Chipotle
- 1. Chipotle Buyer Persona Overview February 2015 @ChipLowePR | #UFPUR4932
- 2. Chris the College Student BACKGROUND: • Chris is a 19-year-old college freshman • Attends the University of Florida and is a Biology major, following a pre-med track • Wants to eat healthy even with a busy school schedule DEMOGRAPHICS: • Male and female • Age 17-26 (College Undergrad) • HH Income, including parents: $125,000 • Suburban IDENTIFIERS: • Budget and diet-minded • Likes the Hispanic-influenced tastes of Chipotle
- 3. Chris the College Student GOALS: • Do well in undergrad • Make it to med school CHALLENGES: • Passing hard pre-med courses • Balancing difficult courses with the desire to have a social life HOW WE HELP: • Give him one less than to worry about: eating healthy • Create an environment where he can relax and take a break from the stresses of student life
- 4. Chris the College Student REAL QUOTES: • “My first semester was really tough transitioning to college life and living in a new city.” • “A real worry of mine is making sure I’m eating healthy and taking the time out for my body so that it can be successful with my mind.” COMMON OBJECTIONS: • It is not included in my campus meal plan. • I have to take the time to go off- campus, which does pull me away from my studies.
- 5. Chris the College Student MARKETING MESSAGING: • A healthy, quick and personalized meal. ELEVATOR PITCH: • Chipotle lives its commitment to provide food and a restaurant with integrity by bringing you the best ingredients with respect for animals, the environment and the people involved in the process.
- 6. Sample Social Media Posts We know #collegelife is stressful. Give yourself one less thing to stress about with a #ChipotleBurrito. It’s healthy and you’ll be happy!
- 7. Sample Social Media Posts We know how tough you have to work to the be the best, so we tip our burrito bowls to you! #KeepUpTheGoodWork
- 8. Sample Social Media Posts We know education is important, and that’s why we take the time to educate people within our company and outside Chipotle about who we are and what we do. #TEDTalks #TEDxManhattan