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This Padlet presents a comprehensive customer profile of Andrea Torres, a representative persona of the ideal prospective university student. Through a detailed analysis of demographic, psychographic, and behavioral characteristics, this profile supports data-informed decision-making in marketing, admissions, and academic planning.

The objective is to provide insight into the motivations, challenges, and expectations of students like Andrea, enabling universities to design tailored programs, effective communication strategies, and support services that foster long-term engagement and academic success.

This customer profile was developed collaboratively as part of a pair activity, integrating research-based evidence and visual elements to enhance clarity, relevance, and strategic applicability.

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Reference Name: Andrea Torres (representative persona)

Age Range: 18 to 22 years

Gender: Female

Educational Background: High school graduate

Socioeconomic Status: Lower-middle class; estimated household income between $400–$800 USD/month

Current Occupation: Student and part-time informal worker

Location: Urban or peri-urban areas of Panama City

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Lifestyle: Highly active; balances academic responsibilities with part-time work and family duties

Core Values: Self-improvement, equity in education, family support, and social responsibility

Main Interests: Digital technologies, graphic design, sustainability, youth entrepreneurship

Attitudes and Perceptions: Favors innovative institutions that promote employability and student support

Personal Goals: To earn a university degree affordably and acquire career-relevant competencies

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Upcoming Educational Fair – Your Future Starts Here!

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Upcoming Educational Fair – Your Future Starts Here!

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Join our next university fair and explore affordable, flexible academic options tailored to students like Andrea. Discover scholarship opportunities, meet advisors, and find the ideal program that fits your goals and lifestyle.

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Behavioral Patterns (Consumption Dynamics and Brand Interaction)

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Behavioral Patterns (Consumption Dynamics and Brand Interaction)

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Buying Behavior: Prefers educational services with strong cost-benefit value; conducts online research before enrolling

Brand Loyalty: Demonstrates loyalty to institutions offering comprehensive student support and flexible learning options

Product/Service Usage: Frequently uses online platforms, attends virtual open houses, follows academic content on social media

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Future Student Engagement - Voice of Experience Student Testimonials

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Needs and Pain Points (Challenges and Expectations)

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Needs and Pain Points (Challenges and Expectations)

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Identified Needs:

Affordable academic programs with career relevance

Flexible learning modalities (in-person, online, or hybrid)

Student services such as counseling, tutoring, and career guidance

Clear and accessible information about scholarships and enrollment processes

Pain Points:

Limited access to reliable digital devices and internet connectivity

Fragmented or unclear information about available study programs

Emotional stress due to financial instability and

time constraints

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Communication Preferences (Channels and Message Styles)

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Communication Preferences (Channels and Message Styles)

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Preferred Communication Channels:

Primary: WhatsApp and Instagram for frequent and informal updates

Secondary: Email for official university communication

Multimedia: Short testimonial videos on TikTok and YouTube for relatable content

Effective Message Style:

Clear, visually engaging, empathetic tone focused on practical solutions and student success

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5 BEST scholarship websites for colleges

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5 BEST scholarship websites for colleges

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5 Best Scholarship Websites for College in 2025-2026

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This profile illustrates a highly relevant target segment for inclusive and career-oriented higher education institutions. The strategic design of academic programs, marketing campaigns, and student support systems should be informed by this persona's demographic traits, behavioral trends, and socio-academic needs in order to maximize enrollment potential, student satisfaction, and long-term institutional engagement.