starbucks audience persona by laura escobar

Starbucks: Audience Persona

Laura Escobar

PUR4932

Meet Jen, a Pre-Med Student at The University

of FloridaBasic Info:

• College sophomore

• 16 credits a semester

• Average amount of sleep: 4-6 hours

• Average amount of coffee per day: 3 cups

Basic Info:

• 20 years old

• 2-3 siblings

• Suburban

Identifiers:

• Calm, hard worker, focused on school

• Probably has a part-time job

Meet Jen, a Pre-Med Student at The University

of Florida

Goals:

• Primary goal: get a college education

• Secondary goal: to balance between school, work and social life

Meet Jen, a Pre-Med Student at The University

of Florida

Challenges:

• Primary challenge: time management

• Secondary challenge: sleep deprivation

Meet Jen, a Pre-Med Student at The University

of Florida

How We Can Help:

• Provide students with an accessible and economical way to make it through the day (coffee)

• Develop student plans or “credits” that give incentives

Meet Jen, a Pre-Med Student at The University

of Florida

“I make my own coffee at home every day. I wish I had the

money to spend on Starbucks.”

“I don’t have time in the morning to stop and wait in line for

coffee.”

Meet Jen, a Pre-Med Student at The University

of Florida

Common Objections:

• Why would I spend 5 dollars on coffee when I can make it at home?

• I don’t want to have to wait in long, crowded lines in the morning

Our Strategy

Marketing Message:

• Accessible one-stop-shop for busy college students

• Incentives-based

Elevator Pitch:• We provide students with affordable, fast coffee

plans and memberships to make college a little easier and a little cheaper.

Social Media

Facebook:

• 57% of Millennials use Facebook daily:

• See what friends are talking about

• Find things that entertain them

• Look for interesting articles or links posted

• Share content

• See what’s “trending”

• Get more information on something heard on news

Social Messaging

Social Message:

To connect students on Facebook and create incentivesthat make the shopping experience more convenient, economic and fun.

Promotions, incentives and giveaways:

• Post a “secret word” on social media every month that customers have to whisper in store to get free products

Social Messaging

• Sample Posts:

Social Messaging

Promotions, incentives and giveaways: • Make coffee more accessible and

economic for students by featuring a QR code on every cup.

• This code will lead them to Starbuck’s own social network that• allows customers to create an account that

keeps track of every drink, featuring special offers and allowing students to make an order, pay for their order and conveniently pick up in store..