starbucks campaign

K A T I E G O O D L I N G , M I C H E L E H L A D I K A N D L I N D S E Y S C H E L T E M A

Starbucks: A Partner in the Global Community

The Organization

More than 17,000 stores located in 50 countries

Sells specialty drinks, pastries and gifts

Community gathering place

Wants to increase volunteer efforts in the communities it serves Company mission to nurture human spirit

Communication

Thorough and effective communications Social media presence Company website Online Newsroom, financial section and employment information Internal communication

Goals

Our goal for this campaign is to make Starbucks known as a community oriented, helpful, and reliable company that people can depend on by providing help to those who lost basic needs due to some type of disaster.

Objectives

Help natural disaster victims who are in need Promote Starbucks as a global and community-oriented company Encourage Starbucks consumers to adopt a “giving way of thinking”

Themes and Messages

Theme: We are all part of one global community.

Messages

Communities need to help other communities in times of crisis Starbucks is more than just great coffee Starbucks cares about more than sales Starbucks wants to connect with its communities

The Plan – Part One

Collection of necessary food, health and clothing items

Donations from customers

Rewards points for donations

Distributed to those hit by natural disaster

The Plan – Part Two

Work with the International Red Cross Organize and sponsor blood drives Reward points for those who donate Free mini coffee and pastry

The Plan – Part Three

Help rebuild homes destroyed by natural disaster

Organize volunteers

Coordinate travel and living for volunteers

Gather necessary tools and supplies

Media Strategies

Media Types

Television

Radio

Newspapers

Social Media

Company Website

In-store Signage

Media Tools Press Releases Public Service Announcements Blogs Posters and brochures Twitter and Facebook Status updates and photos

Timeline of Events

July 1-8 - Prep work Meet with Red Cross Prepare signage July 9-18 – Media Start Initial press release and fact sheet Public Service Announcements

July 18 – In-Store Campaign Begins Donation boxes in each store Implement new rewards program Register volunteers

July 22 – Evaluation of program begins August 1 - First Blood Drive

Logistics

Budget

Cost effectiveness is a priority

Mostly social media Press Releases and media pitches

Free celebrity endorsements Low and no cost incentives

Volunteer work

Four volunteer based committees Starbucks corporate office oversees communications Store committees handle local implementation Local store team leaders communicate with corporate office

Evaluation Plan

On going weekly surveys Organization and affected family interviews Track assisted families for success Monitor social media sites Track donations and donation amounts Starbucks Card

Conclusion

This campaign will not only bring the world together and

educate the Starbucks consumer on community service, but it will also

allow the world to see that Starbucks does indeed care for every

international culture and society.

References

Bobbitt, R. and Sullivan, R. ( 2009). Developing the Public Relations Campaign: A team based approach. (2). Pearson Education Inc.,

Boston, MA.

Experience the Red Cross. (n.d.). The American Red Cross. Retrieved June 10, 2011 from

http://www.siouxlandredcross.org/general.asp?SN=201&OP=3087&SUOP=3215&IDCapitulo=01d1rwt096

Good business: Innovative ideas on creating strategic community partnerships. (2009). Realizing Your Worth. Retrieved June 10,

2011, from http://realizedworth.blogspot.com/2009_07_01_archive.html

Hope and encouragement for humanity. (n.d.). Retrieved June 10, 2011, fromhttp://h-e-h.org/378975.ihtml

Midson, Lori. (2010). Golden judge orders offenders to pay court fees with food donations. Denver Westword Blogs. Retrieved June 12,

2011 from

http://blogs.westword.com/cafesociety/2010/11/golden_judge_orders_offenders_to_pay_court_fees_with_food_donations.php

Missions and service. (n.d.). Ashland United Methodist Church. Retrieved June 20, 2011, from

http://www.aumcfamily.org/MissionsandService/DisasterReliefProjects/tabid/100/Default.aspx

References Cont.

Rachel’s blog: Illustration Friday – Disaster relief (n.d.). Nothing rhymes with Rachel. Retrieved

June 10, 2011, from http://www.mechanicalcat.net/rachel/log/Look/Illustration_Friday_-

_Disaster_Relief

Starbucks (2011). Retrieved from www.starbucks.com on May 24, 2011.

The Global Family Inc. (2010). Retrieved June 10, 2011, from http://theglobalfamilyinc.org/

Trademark infringement photo number 11. (2010). Intellectual Property Blog. Retrieved June 12,

2011, from http://bkgg.wordpress.com/2010/07/page/2/