Claire, the college grad

Claire, the college grad

Background:

• Recent college graduate, just employed, getting through everyday with a little help from coffee. • Hired as a Sports Reporter

in Montgomery, Alabama, for the Alabama News Network.• Graduated from the

University of Florida. Love to read and write

Demographics:• Female• 20-25 year-old age range • $55,000 estimated income • Suburban to city

Identifiers:• energetic, young, open-minded

and humble• Always has coffee • Work the extra hours to get

things done right and makes sure she did them

Claire, the college gradGoals:• Ensuring to cover news stories involving sports in the epicenter of the SEC.• Performs sportscasts and sport specials throughout the year • Staying organized and on-top of all her events.

Challenges:• Performing all her duties in the day she is given.• Covering her sportscasts in a appropriate and timely manner. • Staying professional and lively as she is on the air, off the air.

How We Help:• She relied on coffee to get her through college, so she’s turning to Starbucks in

her new area to help her get through her work day. My company will be there to provide her with not only the energy she needs to get through a hectic day, but as a comfort because she turned to coffee in college.

• Provide her with a more convenient, better quality product from Starbucks than what she used to drink in college. Starbucks is here to help her through her new feat: her new job.

Claire, the college gradReal Quotes:

• “Erin Andrews is the ultimate goal.”

• “My coffee better be here when I’m done talking about Roll Tide.”

• “On-air interviews with the athletes reminds me why this is all worth it”

Common Objectives:• Is Starbucks too expensive?• I’m used to Dunkin or attempting

to make it myself, how will I know what I want.

Claire, the college gradMarketing Messaging: • Better quality coffee that is

worth the price.Elevator Pitch:• Starbucks products not only

offer healthy alternatives, but our member rewards program include discounted offers. As well as, quality and loyalty to our consumers for the price; a guarantee our consumers are always satisfied.

Claire, the college grad

Social Media Messaging Samples

• Twitter: “Staring my day with coffee from

@Starbucks is probably going to be one of my

greatest decisions today #psl”

• Instagram: “My favorite site to see before work”

• *this picture is from unsplash.com, taken by Blake Richard Verdoorn, but my persona would probably take a photo similar to this with the caption above*

• Instagram fits Claire best.

Claire, the college grad• Social Media Messaging Samples• Facebook: “Trying to collect enough member stars through the

Starbucks app to become a gold member and get free refills through out the day is my latest and greatest challenge.”