Starbucks: The college addiction

PUR4932 Amanda Garcia

February 18, 2015

Katie Faircloth, Freshman at the university of Florida

Background:• From Orlando, Florida• Freshman Accounting major• Dazzler on UF’s dance team

Demographics:• Female• 19 year olds• Lives on Campus• Single, no kids• No earned income

Identifiers:• Kind, helpful, Social • 15 credit hours this Spring• Focused in all areas of her life

Katie Faircloth, Freshman at the University of Florida

Goals:• Katie’s primary goal is get a job in accounting out of college, preferably at a

company she enjoys, like Kate Spade. • Katie’s secondary goal is to continue balancing her social life with dance and

keeping up her high grades in school.

Challenges:• The primary challenge for Katie is time management with all her activities. • The secondary challenge to Katie’s success is to find a distraction-free

atmosphere to work, study, and occasionally socialize.

How We Help: • Starbucks is a great place to study and socialize.• Starbucks provides a casual, relaxing area to meet up with friends, focus in study

groups, or study alone. • As a Starbucks Social Media Manager, I would encourage Katie to use the

Starbucks, located conveniently around campus, to get all her studies done, as well as socializing with friends. Not only will the great tasting coffees and teas keep her awake and efficient, but Starbucks relaxed atmosphere provides multiple purposes.

Katie Faircloth, Freshman at the University of

Florida

Katie’s Quotes:• “I love Starbucks’ Soy Chai Tea! I drink one every morning to

start to start off my day the right way!”• “I’ve been having a hard time studying in the library. It’s

surprisingly distracting and lately has been too busy. Starbucks used to be my back up plan but now it’s the first place I go to study.”

Common Objectives:• Starbucks coffees and teas can be highly caloric, depending

on which drink ordered.• Starbucks can be cramped. The lines are typically pretty long

and when I want to meet with study groups we sometimes have trouble finding a table or area large enough.

Katie Faircloth, Freshman at the University of

Florida

Marketing Messaging:• Starbucks, in our 3 convenient locations across campus – Library

West, The Hub, and The Reitz Union Food Court, provides a great place to socialize, do homework on your own, or work together with friends, collaborating and sharing ideas.

Elevator Pitch:• Through our multiple social media outlets like Twitter, Facebook,

and Instagram, students like Katie can keep up with our deals, specials, and giveaways, as well as coordinate projects and meetings with her peers.

Katie Faircloth, Freshman at the University of

Florida

Sample Tweets from @KT_Fair:• “Meeting to study for the

#ECO2023 exam at the @Starbucks in Library West! Come help a girl study ”

• “The @Starbucks iced refresher is so healthy and keeps me energized. I think it even motivated me to finish my calc homework! #starbucksdoestheimpossible”