This document provides a buyer persona overview for "Hailey the Humanitarian Hipster". Key details include that Hailey is a senior art director for an advertising agency who enjoys rescuing animals and visiting design districts in her spare time. She is typically female, aged 18-34, single with a household income of $60,000 and lives in an urban area. Her goals include coming up with innovative campaign tactics and creating a pitch for a new client, but she faces challenges of limited resources and time at her small agency. Starbucks aims to help her stay energized to complete her work through their coffee and keep things fun as a brand in the ad industry.

1. Starbucks
Buyer Persona Overview
October, 2015

2. Hailey the Humanitarian Hipster
BACKGROUND:
• Senior Art Director for an advertising
agency
• Enjoys rescuing animals and visiting
Miami’s Design District on her spare
time
DEMOGRAPHICS:
• Skews Female
• 18-34
• Single HH Income: $60,000
• Urban
IDENTIFIERS:
• Loves the outdoors
• Active social media user (Twitter &
Facebook)
• Prefers using her mobile device over her
laptop

3. GOALS:
• Come up with innovative tactics along
with her creative team
• Create a campaign to pitch to a new
client
CHALLENGES:
• A small agency means there aren’t
enough hands to get everything done
• There isn’t enough time before her
final deadline
HOW WE HELP:
• By providing her with the energy she
needs, we help her keep going
• As a result of helping her stay awake
during her long shifts, she will be able
to finish all her work
Hailey the Humanitarian Hipster

4. REAL QUOTES:
• “It’s hard to find good quality
coffee -- especially when you’re
always in a rush, like I am.”
• “My taste in coffee is as unique
as I am. I love trying new
flavors!”
• “As someone in the ad industry,
I love when brands keep things
fun!”
COMMON OBJECTIONS:
• Most coffee places are always
full. How will they help me if I’m
in a hurry?
• What can they offer me that
other companies don’t?
Hailey the Humanitarian Hipster

5. MARKETING MESSAGING:
• High quality coffee with
the perfect blend of
sincerity and excitement.
ELEVATOR PITCH:
• We’re more than just a
coffee shop, we’re the fuel
needed to nurture every
human, one cup at a time.
Hailey the Humanitarian Hipster