October, 2015Marisa Stelnicki

STARBUCKSBUYER PERSONA

OVERVIEW

Background: Student at the University of

Florida Public Relations and English

major Involved in sorority, SG, and

intramural volleyballDemographics:

Skews female Age 18-23

Identifiers: Energetic, anxious, but content

and collected Family is probably pushing for

graduate school; has to study for entrance exam and get good grades for further education

MEGAN SMITH

Goals: Do well in school, receive all A’s Go to graduate school for business

administration Own business one day

Challenges: Getting all the schoolwork,

studying, and preparing for GRE exam for graduate school done, while still having fun and relaxing

Getting good grades while involved in many activities

Staying awake and attentive in school and while studying

How We Help: Make it easier to stay focused

while in school and studying, in order to reach goal of receiving all A’s

Helps to wake up and stay awake while studying

MEGAN SMITH

Real quotes: “It’s difficult to stay awake and focused

in school while studying and in class.” “I want to be able to find the time to

go out at night, be involved on campus, and spend time with my friends, while still getting good grades and studying for the GRE.”

“My friends and myself all struggle between balancing school and our social lives, and need help staying focused, alert, and awake.”

Common objections: I’m worried I’ll not do as well in school

if I’m always tired and can’t focus. I don’t want to miss out on my college,

fun experience by studying too much and being too focused on school.

MEGAN SMITH

Marketing Messaging: “Not just good coffee and great

customer service, but also the best customer experience” – Starbucks

The most delicious way to wake up.

Need help studying? Have a Starbucks coffee.

Elevator Pitch Starbucks Coffee is a delicious

way to give you the energy you need to stay focused and awake while in school, studying, at work, or just to wake up in the morning.

MEGAN SMITH