An Audience Persona for Starbucks for my Social Media Management class.

1. Starbucks
Buyer Persona Overview
October, 2015

2. Hailey the Humanitarian Hipster
BACKGROUND:
• Senior Art Director for an advertising
agency
• Enjoys rescuing animals and visiting
Miami’s Design District on her spare
time
DEMOGRAPHICS:
• Skews Female
• 18-34
• Single HH Income: $60,000
• Urban
IDENTIFIERS:
• Loves the outdoors
• Active social media user (Twitter &
Facebook)
• Prefers using her mobile device over her
laptop

3. GOALS:
• Come up with innovative tactics along
with her creative team
• Create a campaign to pitch to a new
client
CHALLENGES:
• A small agency means there aren’t
enough hands to get everything done
• There isn’t enough time before her
final deadline
HOW WE HELP:
• By providing her with the energy she
needs, we help her keep going
• As a result of helping her stay awake
during her long shifts, she will be able
to finish all her work
Hailey the Humanitarian Hipster

4. REAL QUOTES:
• “It’s hard to find good quality
coffee -- especially when you’re
always in a rush, like I am.”
• “My taste in coffee is as unique
as I am. I love trying new
flavors!”
• “As someone in the ad industry,
I love when brands keep things
fun!”
COMMON OBJECTIONS:
• Most coffee places are always
full. How will they help me if I’m
in a hurry?
• What can they offer me that
other companies don’t?
Hailey the Humanitarian Hipster

5. MARKETING MESSAGING:
• High quality coffee with
the perfect blend of
sincerity and excitement.
ELEVATOR PITCH:
• We’re more than just a
coffee shop, we’re the fuel
needed to nurture every
human, one cup at a time.
Hailey the Humanitarian Hipster