1. Media Plan: StarbucksMichael Spinella, Marisa Del Priore, Donavan Farrish, Stacee Becker,Elizabeth Pawlowski 1

2. Media Objectives Reinforce brand image in consumers mind Develop a media strategy that involves advertisingStarbucks specialty coffees in both traditional andnon-traditional media outlets Increase Starbucks Profitability2 3. Media Strategies To build the brand in mediums which will involveconsumers more actively in the process of marketingStarbucks To extend amount of mediums to portray brandquality To gain maximum exposure to result in gain inrevenue To build brand awareness to guarantee subsequentpurchase of product The media plan will generate interest by connectingto the public3 4. Target Audience Analysis 4 5. DemographicsTotal Population Size15-29 30-3940-49More than 150 millionAmericans (18 and older)64,728,19140,141,741 43,141,741 drink coffee on a daily20.9% 13%14.2%basis, with 65 percent ofcoffee drinkers consumingMedian Household Income their hot beverage in themorning.Householder under 25$24,143yearsHouseholder 25-44 years $54,024 51.4 million AmericansHouseholder 45-64 years $60,683living in multigenerational homes.GenderMale 18-49 24.2% Family Households Families 77,538,296Female 18- 23.9%66.4%49US Census Bureau American Fact Finder, Profile of General Average Household Size2.58Population and Housing Characteristics: 2010 Demographic ProfileData Median Household Income Past 12 Months2010 American AverageFamily Size 3.14Community Survey 5 6. RecommendationsTelevision NewspaperMagazinesBroadcastCable New York PostAllureNBCUSA Page SizeCosmopolitanABCTNT Magazine Elle TBS Wall Street JournalGlamour FXWWDGQ ESPNThe New York Times InStlyeInTouchOutdoor Lucky InternetBillboardsRolling StoneBusFacebook Engagement AdsTaxi PerezHiltonSubway/Train Simmons Spring 2010 NCS Adult Survey 6 7. Rachel Brynes 24, New David Martin, 35, Los Theresa Clark, 45, Ft. YorkNYLauderdale FL Angeles CA- Meet Rachel. She is a-Meet David. He is an -Meet Theresa. She is a confidenthard working mom individual who is ambitious individualthat juggles a graduating with a who is just starting his career and family. masters degree.own restaurant She lives in a She considers business. He believesmultigenerational herself a techits very important tohousehold, which savvy individual.includes her have a strongcollege age son She is a media guru and keeps knowledge of his and mother. She her self updatedmarket. He likes toenjoys watching through onlinestay informed using ashows on prime news, magazinestime television and variety of mediasalso keeps herself and various socialsuch as newspapers informed by early medias. and TV news. morning TV news. 7 8. Magazine Rationale InStyleGlamourMedian age Education Total Education any36 Grad college +audiencecollege 67 %HHI income 75 %aged 18-49 81$50,000 + 72 Employed 71 % %% Median HHI Own home 64 % Median HHIEmployed 65 incomeMarried 46 % $63,594 % $77,993 With children 50 Managerial 26 Managerial % % position 31 %*Readers of these magazines are highly employed in professional andmanagerial careers high HHI which permits the purchase of expensive coffeeOur target audience also matches the ages of these readers 8 9. Magazine Rationale GQ MagazineGQAllureTotal audience ProfessionalMedian age Median HHI18 49 83 % position 49 % 32.5 $66,386Median HHI Education/C Employed 68.3$100,000 ollege 66.6 % %Education/college 70 %The target for Starbucks 18-49 has a 195 Simmons Index to get at the top oftheir career readers of these magazines have a high household incomeenabling them to purchase expensive coffee target readers also match theage of our target audience9 10. Magazine Rationale Rolling StoneLuckyAudience Employed 72 %Median ageEducation Adults aged Professionals 23 35.3 College18-54%graduate 44 % Managerial 23 %HHI $50,000 +College grads61 % 64 % Median HHIEmployed 53 %income $82, Professional 36HHI $150,000 + Grad college293 %14 % 28 %HHI income Attending$100,000 college 14 %10 11. Magazine Rationale Elle InTouchTotal audience Median HHI Median age- Women 85 %6,302,000$71,92732 years old Men 15 % HHI income $75,000 + 44.4 %Median age Any college34.2 70.0 % TotalMedian HHIaudience 7.9 $67, 496Ages 18-34million51.7%Ages 25-4955.4 %11 12. Magazine Index Numbers MagazineMRI Index Simmons Glamour 175 205 GQ104 170 InStyle 168 222 InTouch 129 186 Lucky 111 176 Allure199 196 Cosmopolitan157 168 Rolling Stone 103 174 12 13. Newspaper RationaleWall Street Journal Page Six Magazine Womens Wear DailyAffluent 2,881,000 Circulation 56562Readers 25-5469% Total 192,311Paid 1,613,062 Audience Circulation Attended 64%College Median Age42.5 College88%Degree or Household51% Mean HHI$214,000 higherIncomeover $65K Education-82%Age 25-5435% CollegeAbove32%Average257,100$100K DegreeHHI Research* has shown that Starbucks core customers enjoy getting their news fromnational newspapers. Additionally, trends show that people prefer to get theirnews from more sources. Starbucks customers have a high level of interest in staying current in national andglobal affairs and often look to newspapers as their way to stay connected. Additionally we chose news papers with college educated readers with highincome who would be more likely to purchase Starbucks coffee. USA Today on sale in Starbucks nationwide. Press Room. http://www.usatoday.com/marketing/media_kit/pressroom/2010/releases/031510_usatoday_and_starbucks.html13 14. Viewership Among TV Stations- Rationale Broadcasthigher viewershipToday Show/NBCNetwork less(5.49 million)moneyGMA/ABC (5.14 Tried to cover allmillion)aspects ofESPN (554,500)television andchose time whenthe target isUSA (555,700) watching themost.Daytime (1,626,000) GMA: 2, Two Month segments (25 Spots each), February-Today Show: Morning shows are best toMarch, October-reach the audience. This is when they areThis is when fall flavors arepreparing themselves for day. This is the time being released as well asof day that coffee is purchased thereforepromotional cups.the best time to reach the target.6 months out of the year (May-July, Daytime: Chose times whenOctober-December)ratings would be high. Such asThese months are when Starbucks coffee is times when new shows arepurchased the most due to new flavors andbeing released. (April-May,30 spots each three month segment September-October) 14 15. Television Spending $3,000,000 $2,500,000 $2,000,000 $1,500,000 NBC/Today Show $1,000,000 ABC/GMA $500,000 $0 USATBSFXESPNTotal: $11,275,325 Number of spots are evenly spread Higher costs- Ratings, RatesFor USA,TBS, and ESPN we chose the summer months. Because of the summerprogramming there is high viewership. Furthermore, most sports are in the midst of big games during these times. On FX we advertise during the times of yearwhere other TV advertising is scarce or non existent.15 16. Out of Home RationaleOutletsMales Females 18-49 18-49 Buses 149 152Large Billboards 108 123Subways118 140Taxis155 143Given data from Simmons research, it can be seen that both male andfemale Starbucks drinkers pay a good amount of attention to out of homeadvertising.Even though it can not be measured exactly who sees these Ads, we knowthat a large amount of people are exposed to it within the top 20 DMAs.16 17. Internet RationaleWebsite VisitorsFacebook.com50 Million DailyPerezHilton.com 408,258,454 Starbucks currently has a very active presence on social media websites for they hold accounts on sites such as FaceBook, Twitter, Instagram, YouTube, Tumblr, and FourSquare. Currently, we plan on just advertising on Facebook with engagement ads and Perez Hilton to stay within budget constraints. In future years we plan on advertising more with digital newspapers and magazines.17 18. Product Seasonality Heavy Advertising will be done during: The summer months promoting summertime beverages such as frappuccinos,lemonades, and smoothies. The fall months promoting beveragessuch as the Pumpkin Spice Latte. The Christmas/Holiday season promotingtheir signature red holiday cups filledwith beverages such as Christmas BlendCoffee, Gingerbread Latte, SpicyEggnog Latte, Caramel Brulee Latte andPeppermint Mocha Latte as well asseasonal treats.18 19. Budget Allocation19 20. Recommended Media SelectionandCost20 21. Magazines21 22. Newspapers 22 23. Out of Home23 24. Television 24 25. Internet http://www.nickunsworth.com/wp-content/uploads/2011/01/Nick-Unsworth-FB-Ad-Blueprint.pdf 25 26. Flow Chart 26 27. Other Tactics Considered But NotRecommended Advertise during prime time television Late in the evening consumers are no longer in the mind set topurchase caffeinated beverages (morning purchase). Advertise to coffee consumers in niche magazines Although in our target market, a Starbucks AD would feel out ofplace among very specific niche product ADs. Advertise on the front or back cover of magazines. Very expensive with a high price on CPM forcing Starbucks toadvertise less frequently in the magazines. Advertise on the radio Many of the people we are trying to reach do not pay attentionto radio ads and use more satellite radio stations with minimalcommercial interruptions.27 28. Alternative Plans with Fluctuation inBudget Increase in Budget: Internet: advertise on electronic forms of magazines andnewspapers. Use of product placement into television shows and movies. Advertise more on TV Advertise on the radio Decrease in Budget: Advertise in the same magazines less frequently. Buy smaller sized ads in newspapers. Advertise on smaller billboards in the 20 DMAs. 28 29. Decision Dates With flexible time schedule we can move around whenwe are planning on advertising. Cancellation of advertising should be done as soon apossible . Magazines go to printing a month before publishing socancellation should follow accordingly. The most flexible movement of advertising is innewspapers for they go to printing only a few hoursbefore publishing.29 30. Response to Client ConcernsWhy is We felt that we would beWhy is We saw that Starbucksthereminimal able to best reach our target based on multiple platforms. mobile already had strongvarietyInternet Media is significant left out media influences in however we decided tomobile media. We feltusage of place the most emphasis onof yourthat our efforts andInternetmedias in Facebook advertising because it would provide the mediamedia dollars would beyour media greatest amount ofplan?better suited in otherplan?impressions for this group.platforms.Moving Reinforce the Brand Image- We will engage consumers who are already familiar with theforward we brand. Our strategy will create a stronger bondplan to: with the consumer, creating consumer loyalty. Raise Awareness- We plan to generate multiple impressions to acquire new Starbucks customers. 30