STARBUCKSBUYER PERSONA

OVERVIEWFebruary, 2015

Cara the Coffee Connoisseur BACKGROUND:• Social Media Manager, first job

out of college• Single, but dating

DEMOGRAPHICS:• Female• Age 25-35• Annual Household Income:

$60,000

IDENTIFIERS:• Outgoing and social• Strikes up conversations with

strangers

Cara the Coffee Connoisseur GOALS:• Stay on top of company’s social

media accounts• Identify and explore new trends in

social media• Maintain a social life with friends

outside of work

CHALLENGES:• Getting everything done in a busy

day• Finding which social media

outlets bring the most attention

HOW WE HELP:• Provide the fuel Cara and her

team need to make it through the day

Cara the Coffee Connoisseur REAL QUOTES:• “I’m constantly running

around, but I’m at my best when I’m busy.”

• “Two o’clock is usually when I hit my wall and I need a pick-me-up.”

COMMON OBJECTIVES:• I’m worried how much money

I will spend over time at Starbucks.

• I usually don’t have time to take long breaks to get coffee and food.

Cara the Coffee Connoisseur MARKETING MESSAGE:• Coffee for on-the-go

consumers that rewards you the more you buy

• Use Twitter and Instagram• Exclusive deals for social

media followers

ELEVATOR PITCH:• We give you quality for your

daily pick-me-up, and reward you for being a frequent customer.