Camila, The Chipotle-craving College Student

By: Jason Feliciano

CamilaBACKGROUND:

• 2nd year Public Relations

• Works at local stadium on campus.

• Very involved on campus: Hispanic Student Association,

university ambassador, PRSSA.

DEMOGRAPHICS:

• Skews Female

• Age 18-22

• Income: $400 paycheck biweekly

• 2007 Chevy Malibu

IDENTIFIERS:

• Works to support self

• Staying in shape is important to her, but so is good grades and

working to pay bills.

• Very busy between work, school, and involvement.

CamilaGOALS:

• Graduate with high honors

• Enjoy her college experience fully

• Maintain a healthy lifestyle

CHALLENGES:

• Must pay for living expenses including: food, gas, entertainment

and groceries, etc.

• Often feels overwhelmed and underpaid

HOW WE HELP:

• Provide discounts for social media check-ins, DM percentage off price with interaction, and BOGO deals.

• Provide support, motivation and encouragement on a regular basis

through DM’s and mentions.

“Chipotle is my life!”

– Boy from Vine

“Boy, me too!”- Camila, the

Chipotle-craving chica

CamilaREAL QUOTES:

• “Chipotle is low-key healthy and good for you, right? I think

so. We should go there for lunch.”

• “I’m going to run stadiums after class because I really need a burrito in my life.”

• “I always go back and forth between if I should get guac or

not…”

COMMON OBJECTIONS:

• I’m worried about a lot of things, but mostly paying for food and not spending too

much on food when I eat out with my friends.

• I don’t want to spend too much money on something

that may not be the healthiest option for me that I may be able to make for myself at

home.

“I love you, Chipotle!”- Random girl

“Girl, you better back off!”

- Camila, the Chipotle-craving

chica

CamilaMARKETING MESSAGING:

Social Media connection and relationship established between

client and company

Example, Twitter:

“Hey @CamilaCCCS Show this tweet to any register for 20% off your meal

today! #TwentyOffTuesday

“Working hard? Wear your uniform to Chipotle today for free guac, chips

and a drink! #WalkInGuacOut”

ELEVATOR PITCH:

• Follow us on Twitter for humorous and motivational updates throughout the day

as well as discounts and special promotions on deals

in store!