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Starbucks FEBRUARY, 2015
Jen the Sorority Sister BACKGROUND:
• She is a University student
• Is part of the Alpha Omega Phi sorority
• Enjoys going to the gym, yoga, and maintains academics as a priority
DEMOGRAPHICS:
• Female
• 18-30
• Student; but from middle-high economic family, HH income 150,000
• Can be found in both city or college towns
IDENTIFIERS:
• Sorority
• Studious
• Enjoys to go out to parties when she can
Jen the Sorority SisterGOALS:
• To maintain good grades
• Have an active social life
CHALLENGES:
• Has to stay up long hours studying for difficult classes and exams
• Having trouble finding time to do social activities with friends
HOW WE HELP:
• Our coffee can help Jen stay awake and energized when studying.
• Taking a coffee break is a way to meet up with friends
Jen the Sorority SisterREAL QUOTES:
• “In college it is very difficult to maintain a balance between my academic and social life”
• “Sometimes I have to stay up until four in the morning studying”
• “I enjoy meeting with my sorority sisters for coffee”
COMMON OBJECTIONS:
• I am worried that I will be too tired to stay up and study
• I am scared to loose my friends if I do not hang out with them often
Jen the Sorority Sister
TOP SOCIAL MEDIA ACCOUNTS:
• Instagram (950 followers)
• Facebook (855 friends)
• Twitter (497 followers)
RECENT POSTS :
• Posted on Instagram:
Tweeted:
“3:30 AM and I am still studying for marketing exam #sotired #CantStayAwake”
Jen the Sorority SisterMARKETING MESSAGING:
• A way to stay awake while studying.
ELEVATOR PITCH:
• Our coffee gives you the energy to stay up studying and allows you to enjoy it among your friends.
Jen the Sorority Sister