STARBUCKSBuyer Persona Overview
October, 2015
• Background- Veterinary
Technician at Archer Animal Hospital
- Graduate student at UF College of Veterinary Medicine
- Single with two pets
• Demographics- Hispanic Female- Age 22-28- Suburban - Financially independent
• Identifiers- Prefers almond milk
in her coffee- Probably wakes up
6 a.m. to go to work - Asks for a big mug
of coffee
Michelle – The Cuban Coffee Drinker
• Goals- To help as many animals as she can- Informing customers how to keep their pets
healthy in the best way possibly• Challenges
- Aggressive animals- Trying to get a lot of different tasks done in a
small amount of time- Long shifts at the clinic
• How We Help- Keep her awake - Give her energy by providing caffeine
Michelle – The Cuban Coffee Drinker
Michelle – The Cuban Coffee Drinker“My day without
coffee is like I have the biggest headache
of my life.”.”
• “Having coffee on-the-go is so convenient for my schedule.”
• “I like having a selection of beverages to choose from to not get bored.”
Objections:- I can’t afford
buying coffee out too often with my college budget.
- I want stronger coffee.
Michelle – The Cuban Coffee Drinker
• Marketing Message - Student reward system
• Elevator Pitch- We provide a student reward by controlling prices at
university campus food services to help accommodate customer’s college budget because prices vary at different locations.
Social Media Messaging• Twitter“Hi @Michelle, need some energy for your day at the vet clinic? Join our student rewards card & receive your 6th cup of coffee for free.” (136 characters)
• FacebookFor our student customers who can’t get enough of our coffee and can’t continue to splurge on it because of college budget, we introduce to you a student rewards system beginning Oct. 27.