Audience Persona ProfileBY JARY KIM

Sarah, the College Student Background

College student at the University of Florida Working on a 4 year Bachelor’s Degree in Marketing

Demographics Skews female Age 18-22 Has income from allowance and part-time job Lives on/near college campus

Identifiers Busy lifestyle, balancing classes and organizations Motivated but stressed demeanor, studying for exams Is active on social media and is up-to-date with the latest trends and buzzed about products

Sarah, the College Student Goals

To maintain a 3.5 or above GPA in college Obtain a summer internship

Challenges Being able to balance her classwork and part-time work Core classes that are challenging

How We Help As Sarah is a young, tech-savvy college student that is updated with

all the latest trends and enjoys coffee during her visits to the library to study for exams or complete assignments, she will definitely head to the Starbucks in the library to grab a coffee drink.

Sarah likes to follow the latest trends, and will be excited about the new drink for the fall season, Pumpkin Spice Latte.

Sarah, the College Student Real Quotes

“I love the seasonal drinks that Starbucks comes out with. It makes the studying in the library almost worth it.”

“The Pumpkin Spice Latte starts buzzing on the Internet and trending as soon as it comes out for fall.”

“It’s stressful with all these assignments and studying for exams, so as a break, my friend and I head to the Starbucks in the library and grab a delicious hot coffee drink to refuel.”

Common Objections “Caffeine can make me feel a little antsy

sometimes.” “The line in the library Starbucks is so long

that it’s sometimes not worth it to waitand lose precious studying time.”

Sarah, the College Student Social Media Messaging

Announce using social media platforms such as Instagram and Twitter, the arrival of the Pumpkin Spice Latte for the fall season.

On Instagram and/or Twitter, post a warm and atmospheric picture of the Pumpkin Spice Latte in a Starbucks mug with fall leaves surrounding it and a message to accompany.

Message Pitch “Our favorite season, Fall, has returned. So has our favorite drink, the

Pumpkin Spice Latte. Don’t miss out.” “Stay warm and cozy during this sweater-weather with the Pumpkin

Spice Latte.” “Autumn leaves, sweater-weather, and a warm cup of the Pumpkin

Spice Latte. It’s going to be a cozy Fall.”