This was a presentation for my Social Media Management class at the University of Florida.

1. Starbucks:
The college
addiction
PUR4932 Amanda Garcia
February 18, 2015

2. Katie Faircloth,
Freshman at the university of Florida
Background:
• From Orlando, Florida
• Freshman Accounting major
• Dazzler on UF’s dance team
Demographics:
• Female
• 19 year olds
• Lives on Campus
• Single, no kids
• No earned income
Identifiers:
• Kind, helpful, Social
• 15 credit hours this Spring
• Focused in all areas of her life

3. Katie Faircloth,
Freshman at the University of Florida
Goals:
• Katie’s primary goal is get a job in accounting out of college, preferably at a company she
enjoys, like Kate Spade.
• Katie’s secondary goal is to continue balancing her social life with dance and keeping up her
high grades in school.
Challenges:
• The primary challenge for Katie is time management with all her activities.
• The secondary challenge to Katie’s success is to find a distraction-free atmosphere to work,
study, and occasionally socialize.
How We Help:
• Starbucks is a great place to study and socialize.
• Starbucks provides a casual, relaxing area to meet up with friends, focus in study groups, or
study alone.
• As a Starbucks Social Media Manager, I would encourage Katie to use the Starbucks,
located conveniently around campus, to get all her studies done, as well as socializing with
friends. Not only will the great tasting coffees and teas keep her awake and efficient, but
Starbucks relaxed atmosphere provides multiple purposes.

4. Katie Faircloth,
Freshman at the University of Florida
Katie’s Quotes:
• “I love Starbucks’ Soy Chai Tea! I drink one every morning to start to
start off my day the right way!”
• “I’ve been having a hard time studying in the library. It’s surprisingly
distracting and lately has been too busy. Starbucks used to be my back
up plan but now it’s the first place I go to study.”
Common Objectives:
• Starbucks coffees and teas can be highly caloric, depending on which drink
ordered.
• Starbucks can be cramped. The lines are typically pretty long and when I want to
meet with study groups we sometimes have trouble finding a table or area large
enough.

5. Katie Faircloth,
Freshman at the University of Florida
Marketing Messaging:
• Starbucks, in our 3 convenient locations across campus – Library
West, The Hub, and The Reitz Union Food Court, provides a great
place to socialize, do homework on your own, or work together
with friends, collaborating and sharing ideas.
Elevator Pitch:
• Through our multiple social media outlets like Twitter, Facebook,
and Instagram, students like Katie can keep up with our deals,
specials, and giveaways, as well as coordinate projects and
meetings with her peers.

6. Katie Faircloth,
Freshman at the University of Florida
Sample Tweets from @KT_Fair:
• “Meeting to study for the #ECO2023
exam at the @Starbucks in Library
West! Come help a girl study ”
• “The @Starbucks iced refresher is
so healthy and keeps me
energized. I think it even motivated
me to finish my calc homework!
#starbucksdoestheimpossible”