The document provides a buyer persona overview for Eleanor Smith, a 18-22 year old female college student who works at a campus bookstore. She relies on coffee to stay productive for her classes, work, and studying. As a social media user who likes trends, she values convenience and quick service from Starbucks to help her balance school and work with limited time. Marketing should focus on a laid back atmosphere and customizable drinks to meet her needs and budget as a student.

1. STARBUCKS COFFEE
COMPANY
BUYER PERSONA OVERVIEW
February
2015

2. ELEANOR SMITH
BACKGROUND:
• College student
• Works at campus bookstore
• Needs to be productive during the day and
even during the night if staying up to work
and or study
DEMOGRAPHICS:
• Female
• Age 18 - 22
• HH Income > $20,000
• Urban
IDENTIFIERS:
• Trendy – up to date on latest trends & pop
culture
• Efficient – likes things convenience and
quickness
• Social media users

3. ELEANOR SMITH
GOALS:
• Complete college – earn degree
• Become financially independent
CHALLENGES:
• Limited amount of time between work and
class
• Specific drink orders
HOW WE HELP:
• Provide a variety of options for customer
to customize their drink to their likings.
• Have a steady flow of baristas working to
keep the lines moving quick and
efficiently

4. ELEANOR SMITH
REAL QUOTES:
• “Without my iced coffee I don’t know how I
would make it through my 8:30 classes!”
• “In college you find out your true friends
and that is coffee!”
• “I consider coffee as an investment for my
future. Without it how would I even get
through school?”
COMMON OBJECTIONS:
• Buying coffee can become really expensive
and I have other necessities I need to
worry about as well.
• Some days I don’t want coffee but I still
want another source of caffeine.

5. ELEANOR SMITH
MARKETING MESSAGING:
• Creating a laid back coffeehouse vibe with
baristas who understand what the customer
desires.
ELEVATOR PITCH:
• We provide a variety of coffees and made to
order drinks that you can customize however
you want. Also by becoming a gold card
member you will be saving money and
earning rewards, like a free drink!

6. SOCIAL MEDIA MESSAGES
SAMPLE TWEET
• “Busy? Stop by today to get your energy fix quick
and easy. #Starbucks2Go
SAMPLE INSTAGRAM POST
• “1 iced coffee. 1 pump Cinnamon Dolce. 1 Monday.
#RecipeForAwesome
SOCIAL MEDIA PREFERENCE
• Twitter
• Instagram