project 1 starbucks presentation pur4932
TRANSCRIPT
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”