1. Starbucks Corporation
Audience Persona: Catherine the Campus Customer
Christina Buel
Project 1 | Audience Profile Persona Building
Resubmission: March 7, 2015

2. Starbucks Corporation
• Starbucks first operated in 1971 as a single store in Seattle’s
historic Pike Place Market.
• Starbucks was then purchased in 1987 by Howard Schultz and
a group of investors.
• Starbucks now has 21,160 stores in 63 countries worldwide.
• Starbucks offers a wide selection of products ranging from
ready-to-drink coffee and tea beverages, coffee beans, pastry
items, and coffee ware such as thermoses, mugs, and brewers.
• Market Data: Males and Females18-54 years of age

3. Catherine the Campus Customer
Background Demographic Identifiers
• Attends the University of
Florida as a pre-law
student in the College of
Liberal Arts
• Considers drinking coffee
helpful during lengthy
class lectures and late
nights of studying
• Lives on campus
• Does not have a private
means of transportation,
other than her bike
• 19 years old
• Student
• Low level of disposable
income
• Primarily seen on
campus
• Typically wearing workout
clothes and sneakers,
and almost always
carrying a backpack
• Appears chatty with the
peers surrounding her

4. Catherine’s Goals & Challenges
Goals
• Use Starbucks beverages to aid in focus, alertness, and
productivity during class and late-night study sessions.
• Enjoy the novelty beverages Starbucks makes as a “treat”.
Challenges
• Purchasing Starbucks beverages often becomes expensive.
• Long lines of Starbucks vendors on campus defeat the sense
of urgency.
• Inconvenient to access unless on campus.

5. How Can Starbucks Help?
• Starbucks meets Catherine’s needs by offering the
product she desires, caffeine.
• Starbucks offers campus coupons and discounts
that help Catherine consistently afford buying
Starbucks products.
• Starbucks is present in many different areas of
campus, which provides location convenience to
Catherine.
• Lastly, Starbucks interacts with Catherine via
different social media sites in order to ensure her
needs and desires are being met.

6. Catherine’s Quotes
• “Starbucks not only tastes great, but it helps
me get everything done that I need to.”
• “I don’t know what I would do without
Starbucks coffee! It gives me the motivation I
need to embark on bigger projects.”
• “I can no longer just walk past a Starbucks
location on campus, I have to walk in. It’s my
new daily ritual.”

7. Common Objections
• Too high of a dependency on caffeine
• Too dependent on parent’s income to afford
Starbucks daily
• Long lines and crowds at Starbucks on and
around campus
• Located too far of a walk from where
Catherine lives

8. Marketing Messaging
• Starbucks will use social media (Facebook, Twitter,
and Google+) channels to communicate special
deals, promotions, and offers to University of Florida
students.
• Starbucks will tailor its mobile application to alert
students of new products, line level per location, and
changing hours of operation during peak times of
the year.

9. Elevator Pitch
Aside from delighting you with our
handcrafted beverage selections,
Starbucks aims to assist you in your
studies by delivering artfully crafted
caffeine drinks to power through your
long nights of studying.