This slideshow is a presentation of a Starbucks audience persona of a young, college female.

1. STARBUCKS PERSONA
Caroline Robbins // PUR4932

2. Chloe the College Student
 Background
 Undergrad student at the University
of Florida
 Public Relations major and
Business Administration minor
 Involved on campus as the Vice
President of PRSSA
 Demographics
 Age 18-25
 Skews female
 Urban location
 Annual income: $6,000
 Identifiers
 Always busy
 Usually with a few friends
 Laptop and backpack usually on
hand

3. Chloe the College Student
 Goals
 Make good grades and stay involved
on campus
 Maintain a healthy balance between
academics and a social life
 Challenges
 Getting homework done
 Maintaining energy through a busy
schedule and long study hours
 How We Help
 Offering quality, caffeinated drinks to
keep energized
 Providing healthy, pre-prepared
snacks and meals to enjoy during
study time or on-the-go
 Providing a comfortable, cozy place
to study and do work
 Offering a place for group meetings

4. Chloe the College Student
 Real Quotes
 “It’s so hard to get my work
done when I feel so tired
during the day.”
 “I really need to stay up
late tonight to get a lot of
studying done.”
 “I don’t like studying in the
library. It’s just not
comfortable or cozy.”
 Common Objections
 Doesn’t want to spend the
money
 Worried the caffeine will
cause a future crash

5. Chloe the College Student
 Marketing Messaging
 Starbucks provides
quality caffeinated
beverages, on-the-go
snacks and a
comfortable, cozy study
space.
 Elevator Pitch
 We provide quality,
caffeinated drinks and
healthy snacks to help
you stay energized
through a busy schedule
and long study hours

6. Social Media Messaging
Examples
 Facebook
 “A coffee a day keeps
the bad grades away.
#StarbucksSmarties”
 Twitter
 “It’s midterm season!
Show your student ID &
follow us on Instagram
or Twitter for 15% off
any purchase
#StarbucksSavings

7. Social Media Messaging
Examples
 Find a cozy corner
and get the one-of-
a-kind Pumpkin
Spice Latte. The
perfect study fuel!
#PSL
#StarbucksSmarties