This is a presentation I created for my social media management course at UF, PUR4932. We were charged with creating an audience persona profile for a selected brand.

1. October, 2015

2. JAKE THE GATOR HATER
• Background
• Jake is a high school student trying to decide where he wants to go to college.
• He is at the top of his class with a weighted GPA of over 4.0. He is involved with
student government at his high school, and he plays the trumpet in the marching
band.
• He has family members who went to Florida State University, so for rivalry reasons
he doesn’t want to attend the University of Florida.
• He wants to purse a degree in engineering.
• Demographics
• Male
• 17-18
• High School student dependent on parent’s income
• Suburban
• Identifiers
• High achieving high school student
• Fan of athletics

3. • Goals
• Jake’s primary goal is to attend a university with a good engineering program.
• Jake’s secondary goal is that doesn’t want to root for University of Florida athletics
due to family loyalty.
• Challenges
• The primary challenge is to make Jake aware of the University of Florida’s
excellent, top tier engineering program.
• The secondary challenge is to change Jake’s beliefs that rooting for University of
Florida athletics is bad, or that it is a deterrent from the education he desires from a
college.
• How We Help
• Marketing the engineering program, without pushing the athletics, to Jake would be
the best way of reaching him.
• We have to illustrate to Jake that attending the University of Florida would help him
achieve his goals, because the University of Florida’s engineering program is one of
national preeminence.
JAKE THE GATOR HATER

4. • Real Quotes
• “I really want to be a top notch engineer someday, but I
feel like I would betray my family by being a Florida
Gator.”
• “It is important to me to be a leader in the engineering
field, and to not have trouble finding a job after
graduation.
• Common Objections
• I’ve always rooted for the Florida State Seminoles for
sporting events.
• I don’t like Florida State University’s engineering program.
• My family will resent me if I’m a Gator.
JAKE THE GATOR HATER

5. • Marketing Messaging
• The University of Florida’s top-tier engineering program, and
the success of UF engineering graduates being leaders in
their fields.
• Elevator Pitch
• At the University of Florida, we are a top notch university with
top tier programs. Our engineering program is one of the best
in the country, and our graduates are leaders in their
engineering fields.
• Social Media
• Jake the Gator Hater is on 3 social networks: Twitter,
Facebook and Instagram. We should push our messages on
these platforms.
JAKE THE GATOR HATER

7. SAMPLE SOCIAL MESSAGING: TWITTER
• @UFadmissions: Do you want a career in engineering? Check
out all our engineering programs here: *link to the undergraduate
programs page* #UFengineering
• @UFadmissions: Our engineering undergrad program is ranked
20 in the world. Find out why here: *link to facts & statistics page*
#Ufengineering
• @UFadmissions: UF is paving the way with a new type of
engineering program. Learn more today *include link and attach
photo shown below* #Ufengineering

8. SAMPLE SOCIAL MESSAGING: FACEBOOK
• University of Florida has the resources to power the new engineering. See
why UF should be the place you pursue a degree in engineering. *Link to
the “Why UF” page for the College of Engineering*
• University of Florida is top 10 in the nation for student enrollment in
engineering-related degrees. *Link to a blog post with a student testimony
about the program*
• Why is the University of Florida Herbert Wertheim College of Engineering
is rising to national preeminence? Nearly every major global corporation
recruits its graduates. List these corporations in a visual/graphic.
• Facebook video post of a UF engineering graduate talking about the
program and where he is today because of the program and being a part of
the Gator nation.
• UF engineering recently was given a $50 million catalyst gift from Dr.
Herbert & Nicole Wertheim and the Dr. Herbert & Nicole Wertheim Family
Foundation. They have invested in UF and the future of engineering and
the world of tomorrow. See why you should join them by applying today.
*Link to application page*

9. SAMPLE SOCIAL MESSAGING: INSTAGRAM
In addition to the photos, there would be a 15 second video clip from the
Facebook video of the UF college of engineering graduate: See why UF
engineering helped launch John Smith’s career. Link to the full video here:
*link*
Visit our website today and see how UF
engineering students are leaders in their
field. #UFengineering
UF is educating the new engineer. Apply to
be a part of our innovative program today.
#UFengineering