starbucks audience persona by laura escobar

13
Starbucks: Audience Persona Laura Escobar PUR4932

Upload: laura-escobar

Post on 22-Jan-2018

548 views

Category:

Education


5 download

TRANSCRIPT

Page 1: Starbucks Audience Persona by Laura Escobar

Starbucks: Audience Persona

Laura Escobar

PUR4932

Page 2: Starbucks Audience Persona by Laura Escobar

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

Page 3: Starbucks Audience Persona by Laura Escobar

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

Page 4: Starbucks Audience Persona by Laura Escobar

Meet Jen, a Pre-Med Student at The University

of Florida

Challenges:

• Primary challenge: time management

• Secondary challenge: sleep deprivation

Page 5: Starbucks Audience Persona by Laura Escobar

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

Page 6: Starbucks Audience Persona by Laura Escobar

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.”

Page 7: Starbucks Audience Persona by Laura Escobar

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

Page 8: Starbucks Audience Persona by Laura Escobar

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.

Page 9: Starbucks Audience Persona by Laura Escobar
Page 10: Starbucks Audience Persona by Laura Escobar

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

Page 11: Starbucks Audience Persona by Laura Escobar

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

Page 12: Starbucks Audience Persona by Laura Escobar

Social Messaging

• Sample Posts:

Page 13: Starbucks Audience Persona by Laura Escobar

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..