Starbucks Persona Overview By Gutierrez, Vanessa

2. Ness Adams
Background:
•Senior in art school for graphic design.
•Entry job as a freelancer awaiting post
graduation at reputable advertising company.
•BA in Graphic Design, enjoys to sketch at
coffee shops in the morning. Single with no
kids.
Demographics:
•Skews female
•18-30
•HH Income: approx. $15,000- $32,000
•Urban
Identifier:
•Introverted personality.
•Prefers solitary hobbies such as reading, drawing, streaming Netflix.
•Artsy, hipster type, liberal young woman.
•Socially conscious, into local businesses, events, and artist support.

3. Ness Adams
Goals:
•Impress at work to solidify a career and
earn more money.
•Maintain Etsy shop on the side with a
job and having to pay bills.
Challenges:
•Demands of boss are the opposite of
what she intended to design.
•Not being able to afford wifi to keep up
Etsy shop and portfolio website.
How we Help:
•Every week, reward local artist who
design cups as an incentive to support
and buy at their local Starbucks or
possibly offer discounts to artist who’s
cups are featured on social media pages
when using #starbucks(insertareacode).
•Offer free wifi to customers.

4. Ness Adams
Real Quotes:
•“I need coffee in the morning. It’s
seriously the only thing that can get me
up in the morning to get ready to work
for the day.”
•“Sometimes the cups are so plain. I find
myself doodling on them when I’m in a
slump for a client.”
•“Free wifi is my life.”
Common Objectives:
•As much as I’m tempted, I don’t know if
I can afford bills, transportation, AND a
$4 coffee everyday.

5. Ness Adams
• Social Media Examples:
• Instagram Photo:
• Caption: Doodle Block for work, so I did this instead #priorities
#coffeeislife #starbucks32607

6. Ness
Adams
Marketing Message
•You have a chance to win at your local
Starbucks every week if you use the
hashtag: #starbucks32607 on Instagram
and Twitter and have your cup’s winning
design featured at your store and even
our website.
Elevator Pitch:
•All we do is have each store manager
select an artist a day on Instagram or
Twitter.

7. Ness
Adams
Marketing Message
•You have a chance to win at your local
Starbucks every week if you use the
hashtag: #starbucks32607 on Instagram
and Twitter and have your cup’s winning
design featured at your store and even
our website.
Elevator Pitch:
•All we do is have each store manager
select an artist a day on Instagram or
Twitter.