PUR4932 Project 1 Buyer Persona Overview Starbucks Totally College Carly

1. Starbucks
Buyer Persona
Overview
February, 2015

2. Totally College Carly
§ Background
§ Third year college student
§ Involved on campus (ex: sorority)
§ Part-time nanny to 2 children (under 10 years old)
§ Demographics
§ Female
§ Age 18-22
§ Comes from upper-middle class family
§ Identifiers
§ Outgoing with high energy level
§ Busy but sporadic schedule
§ Depends on social media heavily

3. Totally College Carly
§ Goals
§ Excel academically and be involved on campus while
sustaining a social life
§ Maintain a healthy lifestyle
§ Challenges
§ Getting everything done/ being everywhere on time
§ Dealing with unexpected work and events
§ How we help
§ Being a quick and convenient stop for coffee and
snacks
§ Creating a quiet environment to do work
§ Providing options for the more health-conscious

4. Totally College Carly
§ Real Quotes
§ “I don’t want to worry if the line is too long at the
Starbucks on campus and then I have to decide
whether to wait or to be late to class.”
§ “I want the option to chose a healthier option,
even on the go.”
§ Common Objections
§ I don’t want to waste time getting a coffee when I
have to be somewhere at a certain time.
§ I don’t want to spend significantly more money
than it would cost me to make a similar product
at home.
§ I shouldn’t have to settle for a high calorie
product when it’s not what I’m looking for.

5. Totally College Carly
§ Marketing message
§ Full-service, fast-food style café
§ Elevator pitch
§ We provide various foods and beverages to suit
anyone’s taste or diet in an efficient and
convenient manner to keep you going, not slow
you down.

6. Social Media Messaging Samples:
Instagram

7. Social Media Messaging Samples:
Twitter
(Tweet is original, made on Canva)

8. Social Media Messaging Samples:
Twitter
(Tweet is original, made on Canva)

9. Slideshare
Link