Marketing Persona for Starbucks

1. Starbucks
FEBRUARY, 2015

2. Jen the Sorority Sister
BACKGROUND:
• She is a University student
• Is part of the Alpha Omega Phi sorority
• Enjoys going to the gym, yoga, and
maintains academics as a priority
DEMOGRAPHICS:
• Female
• 18-30
• Student; but from middle-high economic
family, HH income 150,000
• Can be found in both city or college towns
IDENTIFIERS:
• Sorority
• Studious
• Enjoys to go out to parties when she can

3. Jen the Sorority Sister
GOALS:
• To maintain good grades
• Have an active social life
CHALLENGES:
• Has to stay up long hours studying for
difficult classes and exams
• Having trouble finding time to do
social activities with friends
HOW WE HELP:
• Our coffee can help Jen stay awake
and energized when studying.
• Taking a coffee break is a way to
meet up with friends

4. Jen the Sorority Sister
REAL QUOTES:
• “In college it is very difficult to
maintain a balance between my
academic and social life”
• “Sometimes I have to stay up
until four in the morning
studying”
• “I enjoy meeting with my
sorority sisters for coffee”
COMMON OBJECTIONS:
• I am worried that I will be too
tired to stay up and study
• I am scared to loose my friends
if I do not hang out with them
often

5. Jen the Sorority Sister
TOP SOCIAL MEDIA ACCOUNTS:
• Instagram (950 followers)
• Facebook (855 friends)
• Twitter (497 followers)
RECENT POSTS :
• Posted on Instagram:
Tweeted:
“3:30 AM and I am still studying for
marketing exam #sotired
#CantStayAwake”

6. Jen the Sorority Sister
MARKETING MESSAGING:
• A way to stay awake while
studying.
ELEVATOR PITCH:
• Our coffee gives you the
energy to stay up studying
and allows you to enjoy it
among your friends.

7. Jen the Sorority Sister