STARBUCKSBuyer Persona Overview

October, 2015

• Background- Veterinary

Technician at Archer Animal Hospital

- Graduate student at UF College of Veterinary Medicine

- Single with two pets

• Demographics- Hispanic Female- Age 22-28- Suburban - Financially independent

• Identifiers- Prefers almond milk

in her coffee- Probably wakes up

6 a.m. to go to work - Asks for a big mug

of coffee

Michelle – The Cuban Coffee Drinker

• Goals- To help as many animals as she can- Informing customers how to keep their pets

healthy in the best way possibly• Challenges

- Aggressive animals- Trying to get a lot of different tasks done in a

small amount of time- Long shifts at the clinic

• How We Help- Keep her awake - Give her energy by providing caffeine

Michelle – The Cuban Coffee Drinker

Michelle – The Cuban Coffee Drinker“My day without

coffee is like I have the biggest headache

of my life.”.”

• “Having coffee on-the-go is so convenient for my schedule.”

• “I like having a selection of beverages to choose from to not get bored.”

Objections:- I can’t afford

buying coffee out too often with my college budget.

- I want stronger coffee.

Michelle – The Cuban Coffee Drinker

• Marketing Message - Student reward system

• Elevator Pitch- We provide a student reward by controlling prices at

university campus food services to help accommodate customer’s college budget because prices vary at different locations.

Social Media Messaging• Twitter“Hi @Michelle, need some energy for your day at the vet clinic? Join our student rewards card & receive your 6th cup of coffee for free.” (136 characters)

• FacebookFor our student customers who can’t get enough of our coffee and can’t continue to splurge on it because of college budget, we introduce to you a student rewards system beginning Oct. 27.