Audience Persona Profile Building

1. STARBUCKS

2. STARBUCKS COMPANY
 Background
 Founded on March 30, 1971
 Started with single store in Seattle's Pike Place
Market
 Mission: to inspire and nurture the human spirit
– one person, one cup and one neighborhood at
a time.
 Consumer products include coffee, tee, and
ready-to-drink beverages (RTD)
 Demographics (smallbusiness.chron.com)
 Skews female
 25-40 years old (49%)
 18-24 years old (40)
Young adult audience grows 4.6% each year
 Identifiers
 On-the-go
 Hardworking
 Trendy
 Professional
 Urban

3. CAFFEINATED CATY
 Background
 Account supervisor for The Agency
 Executive board member of campus
business organization
 Workouts every morning
 Out of house from 8 a.m.-10 p.m. daily
 Demographics
 Female
 Hometown: Orlando, FL
 22 years old
 Identifiers
 On-the-go
 Hardworking
 Trendy
 Student
 Young professional

4. CAFFEINATED CATY
 Goals
 Complete management masters
program and graduate with masters in
fall 2016
 Work in human resources of large
advertising agency or related field
 Challenges
 Overwhelmed with responsibilities
with school, involvement and work
 Only so many hours in a day
 How we help
 Keep awake and alert
 Appeal to customers’ desires of being
trendy, hardworking, other buzz words

5. CAFFEINATED CATY
 Real Quotes
 “I start every morning off with a
Starbucks Coffee. Typically, I order a
vanilla latte with skim milk.”
 “I go for my second coffee or tea right
after lunch if my paycheck was nice
that week. The afternoon crash kills
me without it.”
 Common Objections
 The line is usually so long
 The prices are higher than competing
coffee shops

6. ADDRESSING CAFFEINATED
CATY’S CONCERNS
 Marketing Message:
 Long lines: Starbucks is working to
improve efficiency by more
thoroughly training staff, installing
multiple registers, and taking orders
of customers before they approach
the registers
 Prices: Starbucks is working to
reward loyal customers through
reward programs and discounts.
Download the Starbucks app.
Additionally, purchase a reusable
Starbucks mug for discounted refills.

7. STARBUCKS COMPANY
 Take-away
 Caffeinated Caty represents a typical
Starbucks customer
 The brand is well-established and loyal
customers view Starbucks beverages as a
routine part of their day
 There is concern with wait times and prices
 Response (pitch)
 While the best coffee in the world takes a
little bit of time and extra change, Starbucks
is dedicated to decreasing your wait time
and rewarding loyal customers. Download
the Starbucks app to your smartphone, or
purchase a reusable mug for discounted
drinks.

8. STARBUCKS SOCIAL MEDIA
 Social media outlets
 Facebook, Instagram, Twitter Tumblr, Pinterest
 Social media goals
 Work to maintain the well-established brand of Starbucks based off
of identifiers i.e. urban, trendy, hard-working
 Target specific concerns of loyal customers i.e. long lines and high
prices

9. STARBUCKS SOCIAL MEDIA
Examples:
Facebook: Do you frequent Starbucks?
Let our app conveniently pay for your
purchases, earn stars, redeem rewards,
find stores and so much more.
Download the app here. (link to mobile
app download).
Facebook: We know you’re in a hurry,
but still want the best coffee around.
Our wait times are shorter than ever.
(video of employees efficiently taking
orders of customers before approaching
registers).
 Instagram: Reduce the cost of your
refills by purchasing a Starbucks
tumbler! Great for all of you on-the-go
hardworking professionals (picture).
Tumblr: It’s a must (with “Ok, but first
coffee” shirt).