Company Hershey’s

The Chocolate LoversFebruary, 2015

Mary The Chocolate Lover

Background• Server at Bonefish• Recently graduated.• Single Demographics• Skews Female• Ages 20-25• Annual Income: 31,000

Identifiers• Calm Demeanor• Chocolate lover

Mary the Chocolate Lover

Goals:• Find a job in

marketing.• Keep her career and

life balanced.• Keep herself happy. Challenges:• Balancing work and a

personal life. • Finding a career that I

love right out of college.

How we help:• Tweeting about

marketing careers for graduating college students so that graduates like Mary can apply.

Mary the Chocolate Lover

REAL QUOTES:• “It’s been difficult finding a

job that is around my family.”

• “I have to be open to relocation every couple of years which makes it hard to settle down.”

• “Will I make enough money to support myself?”

Common Objections:• I’m worried about starting

a career that will take away from my personal life.

• Having to relocate every couple of years.

The Chocolate Lovers

Marketing Messaging: Women can have a family and have a great career at Hershey’s.

Elevator Pitch: After the first year, we give you a chance to pick where you want to settle and be located.A career that allows you to move up in thecompany and help set up a future for your life.