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Hardworking HeatherBackground:• Head of Finance• Has been with investment company for 6
years • Married, 1 child
Demographics:• Skews female• 25-40• Household income $150,000• Urban
Identifiers:• Hardworking and morally- driven • Cares about social welfare• Hip and contemporary• Eats organic foods and shops at farmers
markets • Attends play dates and PTA meetings• Enjoys art, music, cooking, shopping,
pilates and hiking
Hardworking HeatherGoals:• To maintain a healthy work- life balance• To effectively manage a large finance
department• To find satisfaction in her work• To continue to move up the ladder at work
Challenges• Time management• Staying upbeat and energetic during long
days• Hectic work schedule
How we Help• Provide nutritious food and drinks on- the-
go to stay energized and focused• Make products available 24 hours a day• Provide products catered to children • Offer organic menu options • Provide quality and efficient customer
service and products
Hardworking HeatherQuotes: • “ My daughter means everything to me. I
don’t want to miss out on watching her grow up.”
• “ I am a multi- tasker. I have to be if I want to keep up with everything.”
• “ I love to check things off my to-do list, it makes me feel accomplished.”
• “When the weekend rolls around, I find a quiet place to meditate and reflect. Oh yeah, and sleep!”
• ‘When I buy a product it’s all about the experience. Quality, environment and efficiency are key.”
Objectives:• I’m a first impressions kind of person, if
something rubs me the wrong way, I’m reluctant to try it again.
• I don’t have time to shop around, so if I can’t get all the things I need in one place I go somewhere else.
Hardworking Heather
Marketing Message:• Convenient nutrition for the whole
family
Elevator Pitch:• We are your one- stop shop for
nutritious food and drinks, designed for busy parents, professionals and coffee-lovers.
Social Media Messaging:• Facebook post and picture: “Enter here
to win a sample of our new Starbucks Pals pack, for our younger fans.”
• Twitter: “Tell us how @Starbucks helps you get through a tough work day. You could win a catered party for the office!”
• Instagram: “What’s your favorite Starbucks treat? Post a picture and you may get your next one free!”