UF CheerleadingBuyer Persona Overview

October, 2015

Allison the High School CheerleaderBACKGROUND:• Upcoming freshman at the University of Florida• Mother and Father both went to the University of

Florida• Grew up a Gator fan• Cheerleader in High School, Captain her senior

year

DEMOGRAPHICS:• 14-17• Female• In High School• From St. Petersburg, Florida• Lives at home with her mother, father, and two

brothers

IDENTIFIERS:• Passionate about sports• Anxious to go to college and leaving friends at

home. Wants to find a close knit group of friends at college

• Practices cheerleading extra so she can be prepared for tryouts

GOALS:• Wants to make the UF Cheerleading

team• Wants to follow the daily lives of

cheerleaders

CHALLENGES:• The team is very competitive and

small• This will take Allison out of her

comfort zone from her squad at home

• She is not used to stunting with boys.

HOW WE HELP:• Make it easy to show some of the

requirements for tryouts• Show the exciting parts about being

members of the team• Shares updates on current Gator

sports

Allison the High School Cheerleader

Allison the High School CheerleaderREAL QUOTES:• “Being a member of Florida Cheerleading

looks like a lot of fun but a lot of commitment, as well.”

• “From seeing all of the photos from away games, traveling with the football team looks like a lot of fun.”

• “I’ve grown up a Gator fan my whole life. I would love to represent the Gator Nation on the field of Ben Hill Griffin.”

• “I’ve been going to Gator games since I was 5 years old watching the cheerleaders.”

COMMON OBJECTIONS:• “I don’t think that I will make the team, so

why try out?”• “Cheerleading in college is too much

commitment. I would much rather just join the club team.”

Allison the High School CheerleaderSOCIAL PLATFORMS:• Instagram• Twitter• Facebook• Tumblr• Snapchat

MARKETING MESSAGING:• Active reaffirmation of benefits of

being a member of the team

ELEVATOR PITCH:• We give you a glimpse of the life of

being a Florida Cheerleader. Through all of the practices and work outs, we perform in front of 90,000 screaming Gator fans and cheer on the Gators to a victory.

Allison the High School CheerleaderSOCIAL MEDIA MARKETING MESSAGES:Twitter: • @GatorLover98: I got a picture with

a cheerleader at UF! I can’t wait to hopefully be cheering on this field one day!”

Instagram: • @Allison_UF: Cheer pictures finally

came out! <3”

Matt the Gator FanBACKGROUND:• Grew up in Gainesville, Florida• Mother and Father both went to the

University of Florida• Grew up a Gator fan

DEMOGRAPHICS:• 37-45• Male• From Gainesville, Florida• Married with 2 small children, one boy

one girl

IDENTIFIERS:• Loves every UF sport• Attends every single UF sporting event

decked out in orange and blue

GOALS:• Wants to be noticed by the UF

Cheer team• Wants to have pictures taken

with the Cheerleaders

CHALLENGES:• The team is often busy and

cannot respond to all of his messages.

• The team is too busy on game days to take a picture with Matt

HOW WE HELP:• We show each and every

cheerleader so that Matt can get to know the cheerleaders

• We take pictures with Gator fans at all home games and appearances!

Matt the Gator Fan

Matt the Gator Fan

REAL QUOTES:• “I love everything about the Florida

Gators!”• “I think that the Cheerleaders are a

great representation of the University”• “I’ll do whatever it takes to get a

picture with a UF Cheerleader!”

COMMON OBJECTIONS:• “I don’t think that the UF Cheer team

will ever really talk to me.”• “The team seems to avoid my constant

messages.”

Matt the Gator FanSOCIAL PLATFORMS:• Instagram• Twitter• Facebook• Snapchat

MARKETING MESSAGING:• The closest you can get to know the

Florida Cheerleaders

ELEVATOR PITCH:• We give you a glimpse of the life of

being a Florida Cheerleader. We introduce you to each member throughout the year. Follow us on the road to games and keep up with us on game days!

Matt the Gator FanSOCIAL MEDIA MARKETING MESSAGES:Twitter:@MattRodriguez: What an amazing win against Ole Miss! Go Gators!@MattRodriguez: Those Gator cheerleaders helped the team pull out the win!!!

Facebook:Messages to @UFCheer@MattRodriguez: Hi @UFCheer can I meet up with you to take a picture? @MattRodriguez: Great game last weekend! Go Gators!@MattRogrigues: Good luck next weekend!!@UFCheer: Thank you, Matt!

@UFCheer was an accepted brand