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SARAH CASEY, FRESHMAN AT THE UNIVERSITY OF FLORIDA

Background:• From Tampa, Florida• Freshman Public Relations major• Expected graduation date May 2018

Demographics:• Female• 18-22 year olds• College campus• Single, no kids• No earned income

Identifiers:• Very social, outgoing, and friendly• Taking 18 credit hours this semester• Driven and responsible

SARAH CASEY, FRESHMAN AT THE UNIVERSITY OF FLORIDA

Goals:• Sarah’s primary goal is to obtain a job as a Public Relations expert

post college, preferably with Bonnaroo Music Festival.• Sarah’s secondary goal is to complete her homework in a timely

manner and study efficiently for exams, while still having time to spend with friends and family.

Challenges:• The primary challenge Sarah experiences is managing her time in

order to include both academic and social commitments. • The secondary challenge to Sarah’s success is to find a

distraction-free atmosphere to work, study, and occasionally socialize.

How We Help: • Starbucks is a great locale for both studying and socializing.• Starbucks is a casual, relaxing area to both meet up with friends,

host a group meeting for a project, or study alone. As opposed to a library or study room, Starbucks provides a more lively atmosphere.

• As a Starbucks Social Media Manager and PR Agent, I would encourage Sarah to use the Starbucks coffee shops located conveniently around campus as meeting places. Not only will our caffeinated coffees and teas keep her energized and focused, but the casual atmosphere will lead to group collaboration and personal study.

SARAH CASEY, FRESHMAN AT THE UNIVERSITY OF FLORIDA

Real Quotes:• “I love Starbucks’ iced Carmel macchiato! I drink

one every morning to start by day off on the right foot!”

• “It’s really hard for me to find places to study where I can focus but still talk to my friends or fellow group members at the same time. The library is usually too quiet discuss ideas but The Hub and The Reitz are just too loud to get anything done.”

Common Objectives:• Many Starbucks drinks are full of calories and

sugars. As a student concerned about my health, I am worried about drinking Starbucks coffee and tea every day.

• Every time I pass Starbucks on campus, I am often forced to stand in unbelievably long lines and can scarcely find seating. I’m afraid if I meet a group there, we won’t have space to meet.

SARAH CASEY, FRESHMAN AT THE UNIVERSITY OF FLORIDA

Marketing Messaging:• Starbucks, conveniently located in 3

different buildings across campus – Library West, The Hub, and The Reitz Union Food Court, is a great place to do homework, work on group projects, or collaborate and share ideas.

Elevator Pitch:• By using our various, active social media

outlets like Twitter, Facebook, and Instagram, students like Sarah can stay in contact with our deals, specials, and giveaways, as well as coordinate projects and meetings with her peers.