PUR4932 Project #1 -- Starbucks buyer persona (revised)

2. Starbucks buyer persona: Lauren the
PR professional
credit to Shutterstock

3. Starbucks buyer persona: Lauren the
PR professional
BACKGROUND
• account executive at Sachs Media
Group; Orlando location
• interned at SMG for a semester
before being hired full-time two
years ago
• single; self-proclaimed future cat
lady
DEMOGRAPHICS
• skewed toward women
• age ranges from early 20s to mid-
30s
• pay ranges from $34,000 to
$58,000
IDENTIFIERS
• very put-together with her
wardrobe and appearance
• loves social media both for
personal and professional use
• can become a little frazzled under
deadlines but manages to get
everything done

4. Starbucks buyer persona: Lauren the
PR professional
GOALS
• move up to senior account
executive within the next two years
• eventually manage a Heisman
Trophy campaign for a football
player at a Florida university
CHALLENGES
• time management
• finding the energy & accountability
to complete work
HOW WE HELP
• provide products such as coffee,
breakfast sandwiches and
nutritious bistro boxes to satisfy
customers
• offer a coffeehouse experience
where customers can come in and
socialize or do work

5. Starbucks buyer persona: Lauren the
PR professional
REAL QUOTES
• “I need a place where it’s socially acceptable for me to sit down, fuel up
and stay for a while to get some work done.”
• “I like being around others because it holds me accountable to get things
done and not put anything off.”
COMMON OBJECTIVES
• to finish campaign planning, strategy and research in a reasonable amount
of time
• to support a business that has similar values to her and that she wouldn’t
mind saying she buys from to others

6. Starbucks buyer persona: Lauren the
PR professional
STARBUCKS SOCIAL MEDIA
MARKETING MESSAGES
• share promotions on social media
• strong social media presence;
engages customers
• app offers reward system for
frequent customers
ELEVATOR PITCH
• “Our mission: to inspire and
nurture the human spirit – one
person, one cup and one
neighborhood at a time.”