A PowerPoint I made for my Social Media Management course at the University of Florida. I created a persona named "Sam the Stay at Home Dad" and developed methods on how the company Starbucks can better their social media efforts to cater to this demographic.

1. Audience Persona Profile
Building | Project 1
Courtney Kaiser
PUR4932

2. The company: Starbucks

3. The persona:
Sam the Stay at Home Dad

4. Background
 Currently taking time off work to take care of his
children while his wife has a very busy corporate job
 Left job as a Marketing Director shortly after his
daughter was born
 Landed Assistant Director position shortly after getting
his MBA
 Volunteer soccer coach
 Married with 3 children
 2 boys (5 & 7)
 1 girl (3)

5. Demographics
 Male
 Age: 35-40
 No current employment income, does investments
on his own, often they pay off
 wife quite successful- salary roughly $80,000/ year
 Live in a suburban area, wife commutes to city each
day

6. Identifiers
 Friendly and easy going personality
 Always on the go but put together
 Wouldn’t miss a school event or kids’ sporting game

7. Goals & Challenges
 Goals
 Be there for his kids at all times
 Make managing the home easier for his working wife
 Challenges
 Being frugal with expenses while living off one salary
 Balancing the extracurricular and school activities of 3
children

8. How we help
 Offer drinks and nutritious snacks for families on the go
 We sell more than just coffee- breakfast sandwiches, fruit,
smoothies, etc…
 We are open for long hours, make it easier for you to feed your
family before school or at anytime
 After dropping your sons off at school stop by to jump start your
busy day with some coffee
 Free Wi-Fi to coordinate schedules, face time with travelling wife
and to check stocks
 Offer reloadable gift cards and a smartphone application to make
paying easy and manageable
 We can serve as a meeting place or a hangout spot to take the kids

9. Real Quotes
 “I enjoy not having to go to the office every
morning and be forced to leave my kids with a
nanny to take care of them.”
 “Balancing all the tasks of being a stay at home
father is tough but completely worth it.”
 “Kids grow up so fast. I just want to be there every
step of the way so I don’t miss anything.”

10. Common Objectives
 Maximizing time with family.
 Being organized and aware of everyone’s schedule
 Managing the responsibilities of the house so my
wife’s time spent at home can be stress free and
with the children

11. Social Media Usage
 Sam uses Facebook: to keep in touch with old
friends and follow artists and brands that he likes,
very family filled profile page
 Twitter: to keep in touch with local, national and
international news, does not tweet often himself
 Also uses Twitter to keep track of the companies he
invests in, monitors stocks
 Often uses social media from his smartphone after
dropping his 2 sons off at school and while home
with his daughter- (8 a.m. – 2 p.m.)

12. Social Media Messaging
Samples
 Facebook and Twitter posts with photos of children enjoying treats and juices from stores
 Bring the idea of “family” into Starbucks restaurants and as a place to hang out
 “Start your day with a family breakfast before dropping the kids off at school and heading
to work!”

13.  Facebook posts promoting special drink hours or
multiple drink purchase discounts
 Example: “Treat your daughters (and yourself) for half-
off iced beverages from 3 to 5 p.m.”

14.  Make Starbucks the meeting place for coaches or
coach to parent meetings
 Facebook “Let us host your next meeting!”

15.  Make posts with photos and videos of Starbucks
giving back to the community in mind to enhance the
perception of the company to one that supports similar
interests of the persona: youth, education, community
service

16.  Make Facebook posts with easy-access links
pushing the rewards program as a way to save time
and money for the frugal and busy family man.

17. Elevator Pitch
 Starbucks offers a safe, family friendly environment
where you can relax over a cup of coffee with your
children and wife before a busy day. With the
Starbucks reloadable card, purchasing juices,
smoothies and nutritious snacks is as easy as ever.
Treat your children with a coffee- free iced beverage
after a big win on the soccer field. Check your stocks
with our free high speed Wi-Fi. Life can be busy but
we believe there is always time to sit down with the
kids and hear about their day. Let us help you.