Project 1: Audience Persona Profile

Audience PersonaProfile Building

Stressed SamanthaBACKGROUND:• Graduate law student at UF • Ranked top of her undergrad class

and has always excelled in her studies• Both of her parents are also lawyers

DEMOGRAPHICS:• Female • Age: 23-25• Financial aid/scholarship income:

$5,000• Urban

IDENTIFIERS:• Always stressing about school in the

library• Very confident and straight forward • Has a very tight schedule

GOALS:• Graduate from law school and work

for a successful law firm• Raise a family and be able to support

them financially

CHALLENGES:• Having enough time to get all her

work done and feel prepared for her classes

• Attending social events and making connections

HOW STARBUCKS HELPS:• Caffeine helps keep you awake on

long study nights • Starbucks is a social phenomenon• Easily accessible locations • Mobile pay app allows for quicker

coffee pick ups

Stressed Samantha

Stressed Samantha Quotes and Objections“I wish I had a way of hanging out with friends while studying.” “I don’t have

time in my

schedule to wait

in long lines.”

“The only thing that gets me through long study nights is a good cup of coffee.”

I’m on a tight budget and can’t afford to spend too much money on beverages

I don’t have time in my schedule to wait in long lines

I can make

coffee at home

and bring it

with me

SOCIAL MESSAGING• Stressed Samantha has the most presence on

the social media apps Twitter and Instagram • As president of many clubs, she is mostly

found tweeting about upcoming meetings, lectures, and guest visitors at the school of law

• She likes to post about her personal life on Instagram. She posts pictures of her studying in the library and out with friends at school and social functions.

Stressed Samanthasamantha-jones

samantha-jones it’s going be a long night!

MARKETING MESSAGING:• A quick solution to long study

nights. Starbucks coffee will help you stay awake. The mobile app will help minimize time spent in lines and our popular product and location can aid social and study time with friends.

ELEVATOR PITCH:• Starbucks will provide you with

quick, easy, and delicious pick me ups to not only get you through, but also help you enjoy your study journey with friends or on your own!

Stressed Samantha