This is a project I did for my PUR4932 Social Media Management class at the University of Florida.

1. Starbucks
Buyer Persona Overview
February, 2015

2. BACKGROUND:
• Teaching Assistant in the College of Journalism
and Commutations at the University of Florida
• Masters from the University of Florida in
Communications
DEMOGRAPHICS:
• Female
• 21-29 years old
• Income $20,000/year
• Urban location
• Single, No Kids
IDENTIFIERS:
• Thorough and detail oriented
• Very social and talkative
• Does not have an office or an assistant to help
her with grading papers and tests for her
classes
Kaitlyn Downs, the Teaching Assistant

3. GOALS:
• Kaitlyn’s primary goal is to grade assignments fast
and thoroughly.
• Kaitlyn’s secondary goal is to engage and interact
with her students to give feedback and
suggestions on their assignments.
CHALLENGES:
• The primary challenge to Kaitlyn’s success is
being able to have a place she can go to grade
assignments.
• The secondary challenge to Kaitlyn’s success is to
encourage students to reach out to her for help
with their grades her class.
HOW WE HELP:
• Starbucks provides a great atmosphere in many
Gainesville locations that gives Kaitlyn a go-to
place for place for grading her class’s
assignments in a variety of locations.
• Though Kaitlyn does not have a formal office of
her own, Starbucks can be a casual and relaxing
place for her to do her work.
• As Starbucks’s social media manager, I would
also encourage her to reach out to her students
through social media. By creating a social media
platform for her students to interact, she could
use our @Starbucks handle as a way to set up
office hours at one of our locations with her
students.
Kaitlyn Downs, the Teaching Assistant

4. REAL QUOTES:
• “I have been a TA for three years,
and I still don’t have my own office,
which makes it very hard to be
efficient with getting my work done.”
• “I just hope that I can find a place
where I can be productive yet
comfortable at the same time.”
• “Though I do not have an office, I still
want to be accessible to my students
if they need to come to my office
hours.”
COMMON OBJECTIONS:
• I’m worried may not want to only
work at Starbucks.
• I’m also concerned that my students
may not be able to meet me at some
Starbucks location or fully utilize
social media to set up office hours.
Kaitlyn Downs, the Teaching Assistant

5. MARKETING MESSAGING:
• Starbucks is the perfect
location to work on grading
assignments or meeting up
with students.
ELEVATOR PITCH:
• By using social media
platforms, such as Twitter, to
reach out to your students,
Starbucks not only becomes a
comfortable place to conduct
office hours with your students,
but it also becomes a great
work atmosphere where you
can grade assignments at your
leisure over one of our
delicious cups of coffee.
Kaitlyn Downs, the Teaching Assistant

6. “I will be at s table the
@Starbucks at the #ReitzUnion
today from 2pm-6pm to answer
any questions from last night’s
assignment!”
“Currently at the @Starbucks off
of 13th in #Gainesville working
on grading some of the best
papers I’ve seen in a while
#UFCommunications “
Potential Tweets
from Kaitlyn to
her students:
Kaitlyn Downs, the Teaching Assistant