starbucks persona profile
TRANSCRIPT
Starbucks Buyer Persona
By: Paulina Rios
Taylor the College Student
Taylor Background: Taylor is a full-time college student. She enjoys cheerleading and playing the guitar. Taylor is also a member of a sorority in her university.
Demographics:• Female • Age: 18-22• Single • Urban • Highest Level of Education: high
school degree
Identifiers:• Spends a lot of her time online
via PC and tablet • Prefers receiving emails over
phone calls
• Actively involved on campus
Taylor Goals: • Maintain a 3.5 GPA or above• Obtain a summer internship
in New York City
Challenges: • Allocating time for school work,
extracurricular activities, and family • Keeping up with the latest trends
How We Help: • Offer a relaxing environment for people to
study • Sell drinks that can keep customers awake
and energized • Promote a variety of seasonal drinks • Provide a cool place for people to share
drinks and snacks with others
Taylor Real Quotes: • “As the semester goes by, the classes get
more challenging, and I will probably pull a couple of all-nighters.”
• “All the libraries and study lounges on campus are always packed with students.”
• “I want to do well in school, but my social life is also important.”
Common Objections: • I’m worried that I might become
dependent on coffee. • I shouldn’t spend so much money
every week on coffee.
Taylor Marketing Message:
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Social Media Marketing Message:
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Heather the Soccer Mom
Heather Background:
Heather is a stay-at-home soccer mom. She is married and has three children (5 ,8, and 10). She loves spending time with her children and being at all their soccer games.
Demographics: • Female• Age: 33-43• Household Income: $98,000• Married• Suburban • Highest Level of Education: Bachelor’s degree
Identifiers: • Highly organized • Passionate about sustainability• Prefers face-to-face interactions
Heather Goals:• Raise her children in a loving
home • Send her children off to college• Make her husband happy
Challenges: • Sending her child off to school every morning • Keeping up with her children’s soccer schedules• Allocating time for her children, husband, friends, and
herself
How We Help: • Committed to finding new ways for creating
sustained change• Sell coffee and brewing systems to make at
home• Sell delicious treats and snacks for children
Heather Real Quotes:
• “I enjoy waking up early every morning just to send my children off to school and my husband off to work.”
• “I want to be known as the fun mom.”• “I want my children to understand the
importance of sustainability especially since I didn’t have that growing up.”
Common Objections:• I’m worried the snacks are not healthy
enough for my children. • I don’t think enough is being done to
sustain the planet we live in.
Heather
Marketing Message:
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Social Media Marketing Messaging:
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Sandra the Corporate Worker
Sandra Background: Sandra is a public relations specialist. She has worked in the corporate field for six years. She is married with no children. She also enjoys speaking at several conferences throughout the year.
Demographics: • Female• Age: 25-33• Household Income: $110,000• Married • Urban • Highest Level of Education: Master’s degree
Identifiers: • Highly organized • Likes to do research on her PC
• Uses social media heavily via her PC and mobile phone
Sandra Goals:• Keep her clients happy • Effectively promote the company’s
brand using social media
Challenges: • Finding time to relax and eat amidst of all
the work and meetings • Keeping everyone who attends meetings
engaged • Maintaining all the social media pages
How We Help: • Our mobile application lets you place your order ahead of
time without having to worry about the long lines.• Our several social media accounts can serve as inspiration • Serve our snacks and coffee during staff meetings
Sandra Real Quotes: • “It’s difficult keeping the employees
engaged during our staff meetings, especially when they have to attend several meetings in one day.”
• “I don’t have time to prepare foot at home for work, and I rather not spend all my lunch break making a line to get food.”
Common Objections: • The lines are always so long. • Buying coffee and snacks for every team meeting
can be pricy, and there has to be someone responsible of having the food and drinks there every meeting.”
Sandra
Marketing Message:
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Social Media Marketing Messaging:
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