This document profiles Sarah Casey, a freshman public relations major at the University of Florida. It provides background on Sarah, including her goals of obtaining a PR job and balancing her academics and social life. The document discusses the challenges Sarah faces in managing her time and finding distraction-free work spaces. It then proposes that Starbucks locations around campus could help Sarah by providing a casual atmosphere for both individual study and group meetings.

2. SARAH CASEY,
FRESHMAN AT THE UNIVERSITY OF FLORIDA
Background:
• From Tampa, Florida
• Freshman Public Relations major
• Expected graduation date May 2018
Demographics:
• Female
• 18-22 year olds
• College campus
• Single, no kids
• No earned income
Identifiers:
• Very social, outgoing, and friendly
• Taking 18 credit hours this semester
• Driven and responsible

3. SARAH CASEY,
FRESHMAN AT THE UNIVERSITY OF FLORIDA
Goals:
• Sarah’s primary goal is to obtain a job as a Public Relations expert post
college, preferably with Bonnaroo Music Festival.
• Sarah’s secondary goal is to complete her homework in a timely manner
and study efficiently for exams, while still having time to spend with friends
and family.
Challenges:
• The primary challenge Sarah experiences is managing her time in order to
include both academic and social commitments.
• The secondary challenge to Sarah’s success is to find a distraction-free
atmosphere to work, study, and occasionally socialize.
How We Help:
• Starbucks is a great locale for both studying and socializing.
• Starbucks is a casual, relaxing area to both meet up with friends, host a
group meeting for a project, or study alone. As opposed to a library or study
room, Starbucks provides a more lively atmosphere.
• As a Starbucks Social Media Manager and PR Agent, I would encourage
Sarah to use the Starbucks coffee shops located conveniently around
campus as meeting places. Not only will our caffeinated coffees and teas
keep her energized and focused, but the casual atmosphere will lead to
group collaboration and personal study.

4. SARAH CASEY,
FRESHMAN AT THE UNIVERSITY OF FLORIDA
Real Quotes:
• “I love Starbucks’ iced Carmel macchiato! I drink one
every morning to start by day off on the right foot!”
• “It’s really hard for me to find places to study where I can
focus but still talk to my friends or fellow group members
at the same time. The library is usually too quiet discuss
ideas but The Hub and The Reitz are just too loud to get
anything done.”
Common Objectives:
• Many Starbucks drinks are full of calories and sugars. As
a student concerned about my health, I am worried about
drinking Starbucks coffee and tea every day.
• Every time I pass Starbucks on campus, I am often forced
to stand in unbelievably long lines and can scarcely find
seating. I’m afraid if I meet a group there, we won’t have
space to meet.

5. SARAH CASEY,
FRESHMAN AT THE UNIVERSITY OF FLORIDA
Marketing Messaging:
• Starbucks, conveniently located in 3 different
buildings across campus – Library West, The
Hub, and The Reitz Union Food Court, is a great
place to do homework, work on group projects, or
collaborate and share ideas.
Elevator Pitch:
• By using our various, active social media outlets
like Twitter, Facebook, and Instagram, students
like Sarah can stay in contact with our deals,
specials, and giveaways, as well as coordinate
projects and meetings with her peers.

6. SARAH CASEY,
FRESHMAN AT THE UNIVERSITY OF FLORIDA
Sample Tweets from @SayCase:
• “Meeting to study for the
#AMH2010 exam at the
@Starbucks in the Hub today! Feel
free to join!”
• “The @Starbucks iced green tea is
so healthy and keeps me energized
and motivated to finish my
@UFPUR4932 homework!”