STARBUCKS COFFEE BUYER PERSONA

October 2015

Amy the Academic BACKGROUND• College student at a four-year

university • Involved in multiple student

organizations, in addition to classes• Maintains good grades (As and Bs)

DEMOGRAPHIC• Female • Age 18-24• Belongs to Millennial generation

IDENTIFIERS • Busy schedule, often stressed with

deadlines• Often stops by store in between

activities, ordering an iced coffee (“quick,” “on-the-go,” “caffeine,” etc…)

Amy the Academic GOALS• Pass midterms• Apply for internships/jobs

CHALLENGES• Running on very little energy• Feels as if there are not enough

hours in the day to complete all tasks

HOW WE HELP• Make our store an efficient, helpful

stop by o Minimizing wait time in line o Having friendly service o Keeping menu items in stock o Creating a soothing

atmosphere that negates stress

Amy the Academic REAL QUOTES• “Applying for jobs and being a

successful student is hard; I use every hour of my day and wake up exhausted.”

• “I don’t have time to make coffee and breakfast each day.”

• “My breaks between classes and meetings are only 15 minutes long.”

COMMON OBJECTIONS • I don’t want to waste time in a

long, slow-moving line. • I’m on a budget.

STARBUCKS COFFEE OBJECTIVES IN RESPONSE TO AMY THE ACADEMIC’S

OBJECTIONS

1) Create efficient experience 2) Provide quality food and beverage 3) Make discount programs available

Amy the Academic MARKET MESSAGINGEfficient service that fits your lifestyle

ELAVATOR PITCH Starbucks Coffee is here to make your work easier. Our efficient atmosphere correlates with your busy day. Pick up the nourishment you need that helps you succeed.

Social Media Messaging Sample: Twitter

Too sleepy to study? Ask your barista for an extra shot of espresso.

Order your favorite drink ahead of time using our app. Perfect pick-me-up w/ no wait time.Smooth and simple– even if your

day isn’t. Let our cold brew coffee help you.

Social Media Messaging Sample: Facebook

Smooth and simple– even if your day isn’t. Let our cold brew coffee help you.

Any way you want it, any time you want it. Select campus locations are open 24 hours for your convenience.

Make every Monday happier. Become a My

Starbucks Rewards member to receive

Happy Monday discounts and deals.

http://www.starbucks.ca/promo/happymondays

Best Practice:

• Focus social media messaging efforts on Instagram.

• While the other channels are important, Hootsuite research shows that Millennials prefer sharing pictures more than statuses.

• VISUAL IS IMPORTANT

Social Media Messaging Sample:

Instagram

Always. Starbucks Coffee counts as a study tool, right?

Breakfast is ready.