Buyer Persona

1. Mary Katherine O’Leary
By: Shannon Dudzinski
BUYER PERSONA

2. January 2015
STARBUCKS

3. BACKGROUND:
• Head of Communications
• New to position; 5 months
• Married with 1 boy (Jameson) and 1
dog (Dixie Kate)
DEMOGRAPHICS:
• Female
• Age 25-35
• Dual HH income: $140,000
• Surburban
IDENTIFIERS:
• Professional Style
• Talks to everyone
• Handles business in a timely fashion
MARY KATHERINE O’LEARY

4. GOALS:
• Increase business visibility on
social media
• Increase amount of stockholders
• Create rewards for loyal
customers
CHALLENGES:
• Gaining employee trust with her
new plans
• Time management with new
assignments
HOW WE HELP:
• Social Media promotion
• Reach out to current/new
stockholders
MARY KATHERINE O’LEARY

5. REAL QUOTES:
• “Everyone has been welcoming
since I’ve arrived but hesitate to
my ideas.”
• “I am hoping my employees will
trust my judgment and help me
reach the goals I have for the
company.”
• “I am so excited about this
position, I think I can make
improvements.”
COMMON OBJECTIONS:
• I don’t want the employees to
dislike my ideas.
• I don’t want them to think they
cant come to me with their ideas.
MARY KATHERINE O’LEARY

6. MARKETING MESSAGING:
• Communication
ELEVATOR PITCH:
• We will increase the business
visibility on social media in a
positive light.
MARY KATHERINE O’LEARY

7. Facebook Post
We are happy to have Mary
Katherine O’Leary in our
Communications Team at Starbucks!
Get $1 off your coffee when you like
our page and welcome Mary to our
company!
MARY KATHERINE O’LEARY

8. Twitter Post
Welcome our newest member
@Mkatherine to the #Starbucks
Communications Team by retweeting
and favoring this tweet.
#starbuckscoffee
MARY KATHERINE O’LEARY