STARBUCKS

C O M P A N Y PE R S O N A O

V E R V I EW F

O R OC T O B E R

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GRAD STUDENT GREGBackground:• Law student at UF• Works at local law office outside of

class

Demographics:• Almost equally male & female• 23 – 29• Urban

Identifiers:• Avid coffee drinker for late nights• 4-6 hours of sleep per night• Work focused – no relationships

GRAD STUDENT GREGGoals: • Have own firm• Have a big family

Challenges:• Could get burnt out, trouble managing

other people• Leadership positions are competitive• Too busy with work to maintain

relationships

How We Help:• Coffee shops as a great place to study, for

meetings• Make life less stressful with Espresso

GRAD STUDENT GREGMost used social media:• Constantly updating LinkedIn

and interacting with future employers

• Uses Facebook, Twitter and Instagram occasionally to stay in touch with friends and family because he’s so busy

Social Media Message:• Starbucks would work best with

you on LinkedIn. We could post about deals and discounts as well as job opportunities.

Post from Starbucks’ Instagram

GRAD STUDENT GREGQuotes:• “It’s hard to find a place on

campus to study. The libraries are constantly packed.”

• My job at the law office takes up a majority of my time that I’m not in class and I’m exhausted.”

Objections:• “My job doesn’t pay well so I’m

not sure I can afford coffee.”• “I need a place that’s open late

or even 24 hours to get all of my work completed.”

GRAD STUDENT GREGMarketing Message:• 24 hour shops• Rewards cards and email

deals

Elevator Pitch: “Starbucks is convenient and spacious. Lots of tables and free Wi-Fi access. With a Starbucks card at green level, you get free refills on iced or hot brewed coffee and tea. You’ll also get special offers through email for free drinks and pastries.”