PERSONA OVERIEWFebruary, 2015

Fred the Frat Bro!BACKGROUND:

• Undergraduate College Student

• Heavily involved in his Fraternity and social life

• Spends a lot of time at the gym, Owns over 20 game day polo’s, Holds the record for Best Beer Pong Player

DEMOGRAPHICS:

• Male

• 19-22

• Still financially supported by his parents

• Categorized as Suburban

IDENTIFIERS:

• Words: Bruh, dude, chill, sick, fire

• Mannerisms: Pushes hair back often, keeps hands in his pockets when standing

Fred the Frat Bro!GOALS:

• Fred’s primary goal is to improve his physique by bulking up his muscle’s.

• Fred’s Secondary goal is go on vacation for spring break; which requires saving money.

CHALLENGES:

• Eating balanced meals that will provide Fred with protein for his extensive workouts and also help him live a healthy lifestyle

• Fred spends a lot of money eating out at restaurants and buying beer for parties. He needs to cut back on spending in order for him to afford his spring break trip.

HOW WE HELP:

• Chipotle can help Fred save money by providing a discount opportunity via social media.

• Chipotle also serves vegetable and protein balanced meals that will help Fred achieve his physical goals while maintaining a healthy lifestyle.

Fred the Frat Bro!

REAL QUOTES:

• “Gym. Eat. Party. REPEAT.”

• “Life’s too short to remove the USB safely…”

COMMON OBJECTION:

• Fred would eat chipotle everyday if he could. As a persona who is financially dependent, Fred is sometimes discouraged to eat out often by his parents due to the costs.

Fred the Frat Bro!

MARKETING MESSAGING:

• To reach Fred, we need to identify which social network best fits his persona. Research indicates that Instagram is the best social media medium to target Fred’s particular persona.

• As we know, Fred is financially dependent on his family. A solution for Fred’s limited funds would be to participate in the Chipotle discount special happening on Instagram.

ELEVATOR PITCH:

• Enjoy your next meal at chipotle for less! Shout us out on Instagram and you will receive a 30% discount on your next burrito or burrito bowl.