Transcript
STARBUCKS COFFEEBUYER PERSONA
OVERVIEW
By: Rachel Surette
PUR4932
SEPTEMBER, 2015
CALLIE THE COLLEGE STUDENT
BACKGROUND:
• Student at the University of Florida• Studying Public Relations and planning on pursuing a
master’s in Social Media Management• Is very involved with student government, runs her
own blog about social media, and is president of the Public Relations Student Association
DEMOGRAPHICS:• Female• Age 19-23
• Part-time job: $6,000• Urban
IDENTIFIERS:• Very knowledgeable about trends and new technology• Motivated personality• Asked about internship opportunities
CALLIE THE COLLEGE STUDENT
GOALS:
• To do well in school• To stay energized during the day to accomplish all her
activities
CHALLENGES:• Very busy and has a rigorous class schedule• Finishing applications to grad school
HOW WE HELP:• Offer a wide variety of drinks and food to sustain
college students through their day
• Have multiple locations on campus for ease of access
CALLIE THE COLLEGE STUDENT
REAL QUOTES:• “Some days I have to run out of the house and don’t
have time to make myself breakfast.”• “I get so tired after all of my classes and activities
that I want to go home and take a nap.”• “The campus is huge, and most of my classes are
scattered around, so I’m never in one central location.”
COMMON OBJECTIVES:• I want to have lots of energy during the day• I don’t want to have to worry about what I’m going to
eat in the morning.
CALLIE THE COLLEGE STUDENT
MARKETING MESSAGING:• Releasing a line of new healthy energy drinks
ELEVATOR PITCH:• Starbucks is unveiling a line of energy drinks to keep
you going throughout the day. With our multiple locations on campus it will be quick and easy to refuel your body with our new healthy drinks.
CALLIE THE COLLEGE STUDENT
SOCIAL MEDIA EXAMPLES:On Instagram: On Facebook:
Introducing Starbucks newest creation: EnergyBoost Espresso drinks! Savor the flavor of these diverse new drinks that will quench your thirst and boost your energy! Click this link to get a 20% off
coupon today.http://starbucks.com/Energyboostdrinks/coupon
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