PUR4932 Social Media Management Audience Persona Profile

1. Starbucks
Buyer Persona Overview

2. BACKGROUND:
• Student at the University of Florida
• Majoring in chemical engineering; senior
standing with a 4.0
• Single and is a bartender at a popular bar
downtown
• Lives in a studio apartment
DEMOGRAPHICS:
• Female
• Age 18-25
• HH Income: $30,000
• Urban
IDENTIFIERS:
• Pays close attention to details
• Great at multitasking
• Has 18 hour days

3. GOALS:
• Be attentive and lively in all of her classes
and work shifts
• Finish her senior group project with high
marks
• Following her strict schedule and
maintaining her tight budget
CHALLENGES:
• Sleeps 6 hours a night
• Lives in a small apartment where her
Internet router isn’t reliable
• Eats out often and waits in long food lines

4. HOW WE HELP:
• Brew high-quality coffee, customizable to customers preference
• Provide free Wi-Fi and spacious seating areas, all within reach to power
outlets
• Membership reward system allows easy prepaid payment method and
frequently offers free or discounted Starbucks products
• Offer an assortment of fresh food items that can accommodate to any
diet, craving or meal time.

5. REAL QUOTES:
• “I need an extremely caffeinated cup of coffee to get me through this
lecture.”
• “We need to meet somewhere we can spend the day, uninterrupted, and
can speak freely.”
• “I’m on a gluten-free diet.”
• “This line is way too long. I’m going to be late.”
• “I’m working two shifts less this week so I can’t blow through my cash.”
COMMON OBJECTIONS:
• A standard cup of coffee won’t be enough to wake me up.
• I’ll feel pressured to keep buying their products if we occupy their tables for
long.
• This is too expensive and takes longer than going through a drive-thru at a
fast food restaurant.

6. MARKETING MESSAGING:
• Café equipped for students
• Wide variety of high-quality food and beverage items
suited for anyone’s needs
• Reward system for your loyalty to our brand
ELEVATOR PITCH:
• We understand you’ve got a daily routine to follow, so
let us help make it easier for you: Starbucks offers the
highest quality products that can be customized to
your preference. Your loyalty to us doesn’t go
unnoticed; join our reward system and let us help you
pay. Feel free to stick around with your friends and
enjoy our complimentary Wi-Fi, we have plenty of
space.

7. Social Media Messaging:
SOCIAL MEDIA MESSAGING:
@Starbucks is getting me through this three hour lecture! #Starbucks
#VentiCinnamonDolceLatte #TripleShot
Officially a Starbucks Gold Member! I love getting free in-store refills!
#ThePerks #FreeWiFiAndRefills