Ashley KobzaAudience Persona Profile Building Project

February 8, 2015PUR4932

STARBUCKSAUDIENCE PERSONA: CLARE THE COLLEGE

CUSTOMER

The Company: Starbucks

Customer Data: 18-45 year olds; male and female.

Products include coffee, breakfast sandwiches, salads, yogurt, treats, etc.

Starbucks is the largest coffee company in the world.

Starbucks was created in 1971 in Seattle, Washington.

Starbucks has 20,891 stores in 62 countries.

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Clare the College Customer03

» Freshman pre-med student at the University of Florida.

» Newly addicted to coffee for studying purposes

» Doesn’t have a coffee maker at her dorm

» Lives near the areas of campus with Starbucks

» Male and Female

» Age: 17-23» Dependent on

parents for income

» Has books or backpack with her

» In an area of campus near a library

» Looks stressed or tired

» Seems to have a lot on her mind

Background Demographics Identifiers

Clare the College Customer04

» Stay awake and alert

» Get caffeine to help for a long night of studying

» Needs caffeine now

» Prices are high for coffee

» It takes time to get coffee

» It’s in inconvenient areas of campus

» Provides coffee and espresso

» Can offer food, too

» Provides a friendly environment

» Gives her something to smile about

Goals Challenges How Starbucks Helps

Quotes from interviews conducted05

“I really feel that Starbucks is a part of my studying habits, now.”

“I don’t know how I survived my freshman

year without Starbucks.”

“I don’t feel like I can study as easily without getting Starbucks at Library West.”

“I have to have Starbucks before I study. I don’t know

how else I’d be productive.”

QUOTE QUOTE

QUOTE QUOTE

Say What?

Common Objections

Common Objections:

Too expensive

Not near them in campus

Lines are too long

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Marketing Messaging

Marketing Messaging:

Use social media to tell students about deals at Starbucks near them.

Continue to use the Starbucks app to give free drinks and deals.

Text messaging set-up to tell students when the line is shorter.

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Social Media Marketing Messaging

Social Media Marketing Messaging:

Facebook: This age group uses Facebook for events, talking to family, and posting pictures. Use Facebook to share new deals, share events at a location, etc.

Instagram: Post pictures of different drinks and share specials through this form of social media. Students are likely to buy coffee that they see a picture of.

Twitter: Use key words to get attention through this social media network. Create hashtags that students can follow. This engages the students and has a hub for all posts about that specific hashtag.

Starbucks app: Continue to use the Starbucks app to give free drinks and deals.

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Elevator Pitch 9

Starbucks provides the best coffee to help you stay awake and

alert for those late nights of studying. With our variety of drinks

and food, we will get through the night together and help you ace

your exams, homework and projects.

“Get through college one coffee at a time.”