Starbucks Marketing Persona

1. Starbucks Coffee
Buyer Persona For Social Media Marketing
October, 2015

2. Business Betty
BACKGROUND:
• Marketing Associate
• Bachelors in Advertising: working at the
company for 3 years
• Unmarried-living with 2 roommates
DEMOGRAPHICS:
• Female
• 24-35
• Single: $32,000 a year
• Urban
IDENTIFIERS:
• High-intensity
• Often overworked- long hours

3. GOALS:
• Working as a team-leader in support of
Marketing Director
• To reach the status of marketing director
• To streamline the brand’s image and
maximize the product’s reach
CHALLENGES:
• Often given unrealistic tasks or goals with little
time
• Difficulties communicating with entire team
HOW WE HELP:
• Offers specialty coffee to maintain energy
during work hours– and consistency
throughout all stores (customers know what
their getting during travel)
• Provides a relatively quiet, and cost free
meeting space for casual conversations or
work
Business Betty

4. REAL QUOTES:
• “Want to make sure I can reach out
to the whole team, but it is difficult to
find the time to communicate in our
office”
• “I don’t really have time to leave the
office most days, and, when I do
leave, I don’t just want to go to some
place that will not be overcrowded or
stressful.”
• “It is hard to find a quick place I can
go to get healthier lunch/food
options.”
COMMON OBJECTIONS:
• Crowds may only encourage stress.
• If the space is too full or busy, then
there will be no ability to get
anything done at the meeting.
Business Betty

5. MARKETING MESSAGING:
Simple, clean, and available
coffee and meals that will
make you say ‘yum’ wherever
you go!
ELEVATOR PITCH:
“We give you a friendly
atmosphere that is clean and
up-to- date. With locations
around every corner, our drinks
are consistently yummy and
packed with the energy you
need to get through the day.”
Business Betty

6. SOCIAL MEDIA MARKETING:
FACEBOOK!
Facebook is key for networking! Everyone uses it,
for both personal and professional life, and, as a
marketer herself, she will be on the site for work
(using her personal page to access business FB
pages through the admin option.)
TWITTER!
Twitter is THE ‘IT’ social media site for young
professionals. Businesses, news, and public
leaders filter most of their announcements through
twitter, making it have a huge reach!
BUZZFEED:
The ‘life facts’ and ‘tips’ available on BuzzFeed are
really helpful for a person beginning life on their
own.
Business Betty

7. SOCIAL MEDIA MESSAGE:
“STARBUCKS THE DESINATION HEALTHY
SNACKS AND ABOUDING FLAVOR!”
Business Betty