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