starbucks audience persona by laura escobar
TRANSCRIPT
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..