STARBUCKS COFFEEBUYER PERSONA

OVERVIEW

By: Rachel Surette

PUR4932

SEPTEMBER, 2015

CALLIE THE COLLEGE STUDENT

BACKGROUND:

• Student at the University of Florida• Studying Public Relations and planning on pursuing a

master’s in Social Media Management• Is very involved with student government, runs her

own blog about social media, and is president of the Public Relations Student Association

DEMOGRAPHICS:• Female• Age 19-23

• Part-time job: $6,000• Urban

IDENTIFIERS:• Very knowledgeable about trends and new technology• Motivated personality• Asked about internship opportunities

CALLIE THE COLLEGE STUDENT

GOALS:

• To do well in school• To stay energized during the day to accomplish all her

activities

CHALLENGES:• Very busy and has a rigorous class schedule• Finishing applications to grad school

HOW WE HELP:• Offer a wide variety of drinks and food to sustain

college students through their day

• Have multiple locations on campus for ease of access

CALLIE THE COLLEGE STUDENT

REAL QUOTES:• “Some days I have to run out of the house and don’t

have time to make myself breakfast.”• “I get so tired after all of my classes and activities

that I want to go home and take a nap.”• “The campus is huge, and most of my classes are

scattered around, so I’m never in one central location.”

COMMON OBJECTIVES:• I want to have lots of energy during the day• I don’t want to have to worry about what I’m going to

eat in the morning.

CALLIE THE COLLEGE STUDENT

MARKETING MESSAGING:• Releasing a line of new healthy energy drinks

ELEVATOR PITCH:• Starbucks is unveiling a line of energy drinks to keep

you going throughout the day. With our multiple locations on campus it will be quick and easy to refuel your body with our new healthy drinks.

CALLIE THE COLLEGE STUDENT

SOCIAL MEDIA EXAMPLES:On Instagram: On Facebook:

Introducing Starbucks newest creation: EnergyBoost Espresso drinks! Savor the flavor of these diverse new drinks that will quench your thirst and boost your energy! Click this link to get a 20% off

coupon today.http://starbucks.com/Energyboostdrinks/coupon