Persona Profile
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This document provides an overview of the Starbucks buyer persona "Young Adult Ashley". She is an 18-26 year old female college student who works part-time and is involved in clubs. She needs caffeine from coffee to stay awake while studying, working, and attending class. She also needs healthy food options fast between her busy schedule. Starbucks helps meet her needs for caffeine and on-the-go healthy meals.
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Persona Profile
- 2. Young Adult Ashley • BACKGROUND: • Works a part-time job • Goes to college • Involved with clubs and organizations • DEMOGRAPHICS: • Skew female • Age 18-26 • Makes $8 per hour; 10 hours a week • Urban • IDENTIFIERS: • Always busy studying, working, and going to class • Stressed out
- 3. Young Adult Ashley • GOALS: • To stay awake while studying, working, and being at class • To get healthy food fast, in-between classes/work/studying • CHALLENGES: • Getting all of her work done • Being prepared for class • HOW WE HELP: • Coffee helps her stay awake • Starbucks provides healthy food that you can take on the go
- 4. Young Adult Ashley • REAL QUOTES: • “I’m so tired from studying all night and I need to stay awake for class.” • “I’m in a rush and have not eaten all day. I need to get food on the go that’s good for me because I’m on a diet.” • “I need to study but I’m so sleepy.” • COMMON OBJECTIONS: • I’m worried I may not have enough time to eat • I’m I won’t be eating healthily • I’m worried I won’t be awake enough
- 5. Young Adult Ashley • SOCIAL MEDIA MESSAGING: • Twitter: “I’ve been up all night! I need to stay awake for class.” • Instagram: “Dreaming of caffeine.”
- 6. Young Adult Ashley • MARKETING MESSAGING: • Caffeinated Beverages and Healthy Foods, On The Go • ELEVATOR PITCH: • We can give you the caffeine that you need so that you can stay awake to study or go to class, and if you’re hungry and don’t have much time, we can give healthy food on the go.