This document profiles Clare, a college student customer for Starbucks. Clare is a 17-23 year old freshman pre-med student at the University of Florida who lives in a dorm without a coffee maker and studies near campus Starbucks locations. She relies on caffeine from Starbucks to stay awake through late nights of studying. While Starbucks helps meet her needs, she faces challenges like high prices and long lines. The document recommends Starbucks target Clare through social media deals, their app, and text messages about shorter lines to help overcome her challenges.

1. Ashley Kobza
Audience Persona Profile Building Project
February 8, 2015
PUR4932
STARBUCKS
AUDIENCE PERSONA: CLARE THE COLLEGE
CUSTOMER

2. The Company: Starbucks
 Customer Data: 18-45 year olds; male and female.
 Products include coffee, breakfast sandwiches, salads, yogurt,
treats, etc.
 Starbucks is the largest coffee company in the world.
 Starbucks was created in 1971 in Seattle, Washington.
 Starbucks has 20,891 stores in 62 countries.
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3. Clare the College Customer 03
» Freshman pre-med
student at the
University of Florida.
» Newly addicted to
coffee for studying
purposes
» Doesn’t have a
coffee maker at her
dorm
» Lives near the areas
of campus with
Starbucks
» Male and Female
» Age: 17-23
» Dependent on
parents for income
» Has books or
backpack with her
» In an area of campus
near a library
» Looks stressed or
tired
» Seems to have a lot
on her mind
Background Demographics Identifiers

4. Clare the College Customer 04
» Stay awake and alert
» Get caffeine to help
for a long night of
studying
» Needs caffeine now
» Prices are high for
coffee
» It takes time to get
coffee
» It’s in inconvenient
areas of campus
» Provides coffee and
espresso
» Can offer food, too
» Provides a friendly
environment
» Gives her something
to smile about
Goals Challenges How Starbucks Helps

5. Quotes from interviews conducted 05
“I really feel that Starbucks is a part of
my studying habits, now.”
“I don’t know how I survived
my freshman year without
Starbucks.”
“I don’t feel like I can study as easily
without getting Starbucks at Library
West.”
“I have to have Starbucks before I
study. I don’t know how else I’d be
productive.”
QUOTE QUOTE
QUOTE QUOTE
Say What?

6. Common Objections
 Common Objections:
 Too expensive
 Not near them in campus
 Lines are too long
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7. Marketing Messaging
 Marketing Messaging:
 Use social media to tell students about deals at Starbucks near
them.
 Continue to use the Starbucks app to give free drinks and deals.
 Text messaging set-up to tell students when the line is shorter.
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8. Social Media Marketing Messaging
 Social Media Marketing Messaging:
 Facebook: This age group uses Facebook for events, talking to
family, and posting pictures. Use Facebook to share new deals,
share events at a location, etc.
 Instagram: Post pictures of different drinks and share specials
through this form of social media. Students are likely to buy coffee
that they see a picture of.
 Twitter: Use key words to get attention through this social media
network. Create hashtags that students can follow. This engages
the students and has a hub for all posts about that specific hashtag.
 Starbucks app: Continue to use the Starbucks app to give free
drinks and deals.
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9. Elevator Pitch 9
Starbucks provides the best coffee to help you stay awake and alert for those
late nights of studying. With our variety of drinks and food, we will get through
the night together and help you ace your exams, homework and projects.
“Get through college one coffee at a time.”