Audience persona- Keesler
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Transcript of Audience persona- Keesler
Farm Grown Felicia
BACKGROUND:• Inspector for the Food and Drug
Administration• Veteran inspector for 10 plus years.
Focused on promoting and protecting your health.
• Married, one child (15). Likes gardening and cooking.
DEMOGRAPHICS:• Female• 33-45• HH Income: $80,000• Suburban
IDENTIFIERS:• Protective, cautious• Checks ingredients in all food family buys.
Farm Grown Felicia
GOALS:• Make sure the public is eating wholesome
food that doesn’t hurt animals or humans.• Feed her child good food with no
hormones.
CHALLENGES:• Hard to find food that isn’t expensive
that’s good for you.• Doesn’t have time to cook for her son all
the time.
HOW WE HELP:• Our animals are naturally raised from
farms that raise them without antibiotics, in a humane way and have no hormones injected.
• We get our food from local farmers, it’s inexpensive and young teens love it.
Farm Grown Felicia
REAL QUOTES:• “It’s really hard to find a fast food
restaurant that is good for my kid and has great quality food.”
• “I think home grown produce and meat eliminates many questionable handling issues and helps the quality of the food.”
COMMON OBJECTIONS:• As a food and drug inspector, I
have come across a lot of mishandled food, what makes yours different?
• Worried about family/ teen friendly environment of your restaurant.
Farm Grown Felicia
MARKETING MESSAGING:• Locally grown, wholesome,
inexpensive food for the whole family.
SOCIAL NETWORK:• Facebook best fits with her
because she is middle aged and can interact with her kids, colleagues and brands.
ELEVATOR PITCH:• We give you fresh, no
antibiotics or hormone injected food that is hip to your kid and delicious for you both.
Farm Grown Felicia
SOCIAL MEDIA MESSAGING:• Facebook Post“How they are treating these animals, that we later eat, is disgusting and inhumane! I know I’ll never let my kid eat at McDonalds!”
• After trying Chipotle“Finally found the quality of food I’ve been looking for. Chipotle is good to the environment and good to eat!