Jim McElwain

Complete Buyer Persona for the University of Florida

BACKGROUND: 🐊 Currently head coach of the Florida Gators SEC football team 🐊Worked his way up in coaching career from 1987-2015 🐊 Currently married with two daughters and a son

DEMOGRAPHICS: 🐊 Skews male 🐊 Ages 18-25 🐊 Dual HH Income $3 million 🐊 Suburban

IDENTIFIERS: 🐊 Strict contract that determines time commitment and amount

paid per year. 🐊 Has coaching assistants that monitor certain aspects of the

team 🐊 Contract includes buy out protection for school

GOALS: 🐊 To lead his team to an undefeated season and win the NCAA

National Championship CHALLENGES:

🐊 Lifting the team from discouragements from team when faced against strong opponents

🐊 Keeping the team unified and goal oriented 🐊Maintaining a good image while representing the face of the

University of Florida team, on and off the fieldHOW WE HELP:

🐊 Conduct good publicity for the team using different media channels

🐊 Have positive PR teams represent the school, and prepare for anything beforehand.

REAL QUOTES: 🐊 “You've got to understand in this offense I believe I can win with

my dog Claire-A-Belle. You know, that's the attitude. There's good players here, but that's just our responsibility to get that going.”

🐊 “We’re moving in the right direction,” McElwain said. “At the end of the day, you always have to be growing because somebody else is.”

🐊 “Our jobs as educators, our jobs as coaches, are to be involved in young men's lives to help them as they move on down the road.”COMMON OBJECTIONS:

🐊 I don’t want the current roster that I had no control over to make no progress therefore losing my image and my job

🐊 I don’t want the team as a whole being the result of my coaching abilities if we don’t have a good season

MARKETING MESSAGING: 🐊 To make the Florida Gators a stronger and more united team

ELEVATOR PITCH: 🐊 We give you a coach who is someone that can connect with a

variety of audiences, and operates with a high level of integrity. Someone who is looking forward to working alongside with the Gator Nation as they build a championship program both on and off the field. SOCIAL NETWORKING:

🐊 Twitter best fits this persona because other people can engage their own opinions, and Twitter is the best social media outlet for sport fans

Social Networking: Twitter