Audience Persona Activity for PUR4932

1. Starbucks Buyer Persona
October 11, 2015

2. Practitioner Pam
BACKGROUND:
• Nurse practitioner
• Has been a nurse for 18 years;
worked in plastics and reconstruction
for breast cancer patients
• Single mother (1 child in college)
DEMOGRAPHICS:
• Skews female
• Age 30-45
• Income: $130,000
• Suburban
IDENTIFIERS:
• Personable
• Time efficient
• Dedicated to the well-being of
patients

3. Practitioner Pam
GOALS:
• Tend to the emotional and physical needs of
patients
• Maintaining a well-organized, efficient practice
HOW WE HELP:
• Offering online ordering for our busy
customers
• Ensuring quality beverages for customers on
the go
CHALLENGES:
• Performing in a high
demand/high pressure
environment
• Secondary challenge

4. Practitioner Pam
REAL QUOTES:
• “I don’t have time to wait in line.
My patients always come first.”
• “My days are long and it is
imperative that I perform my best
at all times.”
• “If I don’t my coffee in the
morning, the whole day is a
struggle.”
COMMON OBJECTIONS:
• I’m worried the long lines in the
morning will make me late to
work.
• I want my order to be correct,
especially during the morning
rush.

5. Practitioner Pam
MARKETING MESSAGING:
• Online ordering ensures you get
what you want, when you want it.
ELEVATOR PITCH:
• Starbucks social media gives
customers a way to directly engage
with us. If there is ever an
unfortunate mishap, customer
service can quickly remedy the
situation via social media outlets.
Facebook, Twitter and Instagram
also present convenient avenues to
spread promotional offers to our
customers.

6. Social Media Messaging Samples