The document provides a buyer persona overview for Dunkin' Darby, an 18-23 year old female University of Florida student. She likes coffee but finds Starbucks too expensive. She prefers Dunkin Donuts for its low prices and convenience on or near campus. To attract Darby, the summary recommends promoting a Starbucks happy hour to compete with Dunkin's, focusing on Starbucks' coffee quality and strength, and running an Instagram competition during happy hour at the campus Starbucks locations.

1. Catherine
Ordonez
Social Media
Management
February 2015
Starbucks
Buyer
Persona
Overview

2. Dunkin’ Darby
BACKGROUND:
• Likes coffee, but doesn’t like the price of
Starbucks
• Likes the convenience of Dunkin Donuts
• Attends the University of Florida
• Is engaged on campus and spends a lot of
time there
DEMOGRAPHICS:
• Female
• 18-23
• Single, still dependent on parents income
• Lives in Gainesville close to UF’s campus
IDENTIFIERS:
• Buzz words: facey, iced coffee, happy
hour
• Mannerisms: gets coffee with friends or
alone with or without a need for caffeine,
outgoing

3. Dunkin’ Darby
GOALS:
• Buy quick coffee that tastes good for
a reasonable price
• Have a place to meet with friends
CHALLENGES:
• High cream to coffee ratio at Dunkin’
Donuts
• Not a lot of disposable income
HOW WE HELP:
• Promoting a Starbucks happy hour to
combat the Dunkin Donuts happy
hour
• Focusing on the quality and strength
of Starbucks coffee

4. Dunkin’ Darby
REAL QUOTES:
• “Dunkin happy hour is the
happy hour for me.”
• “I love the price of the iced
coffee, but is there any coffee in
this?”
• “Why deal with the Library West
Starbucks when there’s a
Dunkin across the street?”
COMMON OBJECTIONS:
• Price of Starbucks coffee
• Convenience of shorter lines at
Dunkin Donuts (due to locations
outside of popular libraries)

5. Dunkin’ Darby
MARKETING MESSAGING:
• Ads on UF campus promoting
Starbucks happy hour and strength
of Starbucks iced coffee
• Expanding happy hour from
requiring proof of previous purchase
to a sale on iced coffee
• Creating an Instagram competition
incorporating the happy hour and UF
campus Starbucks
ELEVATOR PITCH:
• Starbucks offers the convenience of
on-campus locations, the money
saving opportunity of happy hour
specials, and the strength of freshly
brewed iced coffee that is never
watered down.

6. INSTAGRAM COMPETITION SAMPLE (created with Canva):