Starbucks Audience Persona
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The document profiles "Chloe the College Student" as a target persona for Starbucks. It describes her as an 18-25 year old undergraduate student at the University of Florida majoring in public relations and minoring in business administration. She is involved on campus and always busy juggling academics and social activities. Starbucks can help Chloe by providing caffeinated drinks and healthy snacks to keep her energized during her long study hours, in addition to a comfortable place to study on campus.
Starbucks Audience Persona
- 1. STARBUCKS PERSONA Caroline Robbins // PUR4932
- 2. Chloe the College Student Background Undergrad student at the University of Florida Public Relations major and Business Administration minor Involved on campus as the Vice President of PRSSA Demographics Age 18-25 Skews female Urban location Annual income: $6,000 Identifiers Always busy Usually with a few friends Laptop and backpack usually on hand
- 3. Chloe the College Student Goals Make good grades and stay involved on campus Maintain a healthy balance between academics and a social life Challenges Getting homework done Maintaining energy through a busy schedule and long study hours How We Help Offering quality, caffeinated drinks to keep energized Providing healthy, pre-prepared snacks and meals to enjoy during study time or on-the-go Providing a comfortable, cozy place to study and do work Offering a place for group meetings
- 4. Chloe the College Student Real Quotes “It’s so hard to get my work done when I feel so tired during the day.” “I really need to stay up late tonight to get a lot of studying done.” “I don’t like studying in the library. It’s just not comfortable or cozy.” Common Objections Doesn’t want to spend the money Worried the caffeine will cause a future crash
- 5. Chloe the College Student Marketing Messaging Starbucks provides quality caffeinated beverages, on-the-go snacks and a comfortable, cozy study space. Elevator Pitch We provide quality, caffeinated drinks and healthy snacks to help you stay energized through a busy schedule and long study hours
- 6. Social Media Messaging Examples Facebook “A coffee a day keeps the bad grades away. #StarbucksSmarties” Twitter “It’s midterm season! Show your student ID & follow us on Instagram or Twitter for 15% off any purchase #StarbucksSavings
- 7. Social Media Messaging Examples Find a cozy corner and get the one-of- a-kind Pumpkin Spice Latte. The perfect study fuel! #PSL #StarbucksSmarties