Audience persona profile building project 1

Audience Persona Profile Building | Project 1Courtney KaiserPUR4932

The company: Starbucks

The persona: Sam the Stay at Home Dad

Background

Currently taking time off work to take care of his children while his wife has a very busy corporate job

Left job as a Marketing Director shortly after his daughter was born

Landed Assistant Director position shortly after getting his MBA

Volunteer soccer coach

Married with 3 children 2 boys (5 & 7) 1 girl (3)

Demographics

Male

Age: 35-40

No current employment income, does investments on his own, often they pay off

wife quite successful- salary roughly $80,000/ year

Live in a suburban area, wife commutes to city each day

Identifiers

Friendly and easy going personality

Always on the go but put together

Wouldn’t miss a school event or kids’ sporting game

Goals & Challenges

Goals

Be there for his kids at all times

Make managing the home easier for his working wife

Challenges

Being frugal with expenses while living off one salary

Balancing the extracurricular and school activities of 3 children

How we help

Offer drinks and nutritious snacks for families on the go

We sell more than just coffee- breakfast sandwiches, fruit, smoothies, etc…

We are open for long hours, make it easier for you to feed your family before school or at anytime

After dropping your sons off at school stop by to jump start your busy day with some coffee

Free Wi-Fi to coordinate schedules, face time with travelling wife and to check stocks

Offer reloadable gift cards and a smartphone application to make paying easy and manageable

We can serve as a meeting place or a hangout spot to take the kids

Real Quotes

“I enjoy not having to go to the office every morning and be forced to leave my kids with a nanny to take care of them.”

“Balancing all the tasks of being a stay at home father is tough but completely worth it.”

“Kids grow up so fast. I just want to be there every step of the way so I don’t miss anything.”

Common Objectives

Maximizing time with family.

Being organized and aware of everyone’s schedule

Managing the responsibilities of the house so my wife’s time spent at home can be stress free and with the children

Social Media Usage

Sam uses Facebook: to keep in touch with old friends and follow artists and brands that he likes, very family filled profile page

Twitter: to keep in touch with local, national and international news, does not tweet often himself

Also uses Twitter to keep track of the companies he invests in, monitors stocks

Often uses social media from his smartphone after dropping his 2 sons off at school and while home with his daughter- (8 a.m. – 2 p.m.)

Social Media Messaging Samples

Facebook and Twitter posts with photos of children enjoying treats and juices from stores

Bring the idea of “family” into Starbucks restaurants and as a place to hang out

“Start your day with a family breakfast before dropping the kids off at school and heading to work!”

Facebook posts promoting special drink hours or multiple drink purchase discounts

Example: “Treat your daughters (and yourself) for half-off iced beverages from 3 to 5 p.m.”

Make Starbucks the meeting place for coaches or coach to parent meetings

Facebook “Let us host your next meeting!”

Make posts with photos and videos of Starbucks giving back to the community in mind to enhance the perception of the company to one that supports similar interests of the persona: youth, education, community service

Make Facebook posts with easy-access links pushing the rewards program as a way to save time and money for the frugal and busy family man.

Elevator Pitch

Starbucks offers a safe, family friendly environment where you can relax over a cup of coffee with your children and wife before a busy day. With the Starbucks reloadable card, purchasing juices, smoothies and nutritious snacks is as easy as ever. Treat your children with a coffee- free iced beverage after a big win on the soccer field. Check your stocks with our free high speed Wi-Fi. Life can be busy but we believe there is always time to sit down with the kids and hear about their day. Let us help you.