Download - Project 1 PUR4932
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