Share

Warmt

h

The Digital Dawgs

Emily Edwards, Turner Fordham, Sophie Frankham-Smith, Hannah

Hester, Julia Sykes and Lindsey Wesloski

Say hello to

Share Warmtha campaign that will enhance Starbucks’ image on a

local level and develop closer relationships with

customers while sharing warmth with those who

need it most this winter:

our nation’s homeless

This winter

Americans will be out in the cold.

Starbucks can bring warmth and

change.

Our Company | Our Customers

Our Cause | Our Campaign

610,00

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Corporate Overview

● Founded in 1971 and is now the largest coffeehouse

company in the world

20,000stores

60countries

$16.4 bnin sales in 2014

36.7%market control

● Product portfolio includes hand-crafted drinks, coffee beans,

teas, bakery items, fresh food items, small meals, gift items

and branded items sold outside of Starbucks stores

Data from IBISWorld

SWOT Analysis

STRENGTHS● strong brand name and loyalty

● cutting-edge technology

● prime and strategic locations

● corporate social responsibility

WEAKNESSES● negative publicity and

perception as “big brand”

● higher prices than competition

● product recalls and lawsuits

OPPORTUNITIES● expansion in emerging markets

● leverage technology

● highlight philanthropic efforts

● increase product offerings

THREATS● increased competition,

particularly from local shops

● saturated markets

● supply issues and rising prices

Objectives

Enhance Starbucks’ image on a local level

+Help Starbucks develop closer relationships

with current and prospective customers

Target Audience

Millennials

Research

Data collected from survey. Respondents sampled from University of Georgia Millennial college students.

“Would you be more likely to buy a

product from a company when you

know they donate to charities?”

“Would you consider yourself

socially conscious?”

Research

“After knowing about Starbucks’ foundation,

cause-marketing and charitable donations, would

you be more likely to purchase coffee from

Starbucks?”

“I’m all about supporting small

businesses, but Starbucks has

a lot more of my respect now.”

“Do you view Starbucks as a leader in

cause marketing?”

“Do you know that Starbucks gave $15.6

million to charity in 2013?”

Millennials and Giving Back● 75 % of young people donated to

causes last year and 63 % said they

gave their time to volunteer

● 50% would be willing to reward

companies that give back to society by

paying more for their goods and services

● 47% of consumers have bought a brand

at least monthly that supports a cause

Data from Millennial Impact Report by Nielson, 2013. Survey polled 6,522 people aged 20-35.

Cause Partnership

The mission of NCH is to

prevent and end

homelessness in America.● Starbucks’ mission is to inspire and nurture the

human spirit - one person, one cup, and one

neighborhood at a time.

● Addresses “Big Brand” negative publicity and

threat of increased local competition.

● In the winter and around the holidays, the

homeless may not have anywhere warm to stay.

Execution of Share

Warmth

1

2

3

4

Starbucks Mobile App

Point-of-Purchase

Social Media

Pop-up Shop Events at Shelters

Campaign

Campaign

Campaign ScheduleN

ov. 1

-

Ja

n.

30

P.O.P | cup sleeves, window clings and POS donations

appear Nov. 1 to coincide with holiday product roll-out

SOCIAL | content sharing by Starbucks begins Nov. 1;

#ShareWarmth promoted on P.O.P. released on Nov. 1

EVENTS | Pop-Up Shops begin week prior to Thanksgiving

(National Hunger and Homelessness Awareness Week)

MOBILE | donation feature opens Nov. 1; messages and

special offers scheduled throughout campaign

Campaign Schedule

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1

POP, Social and

Mobile Activated

2

Social Content

3 4

Message to App

Users

Social Content

5 6

Social Content

7

App Offer: Mobile

Payment donates 10

cents to HCL

8

Social Content

9 10

Social Content

11

App Offer: get double

stars by buying hot

drink

12

Social Content

13 14

Social Content

15 16

Pop-Up Shop:

New York City and

Boston

Social Content

17

Pop-Up Shop:

Philadelphia and

Washington, D.C.

18

Pop-Up Shop:

Los Angeles and

San Francisco

Social Content

19

Pop-Up Shop:

Portland and Seattle

20

Pop-Up Shop:

Atlanta and Miami

Social Content

21

Message to App

Users

22

Social Content

23

App Offer:

Buddy Drinks

24

Social Content

25 26

Social Content

27 28

Social Content

29 30

Social Content

31

N O V E M B E R

Measures of Success

1. New social followers on Instagram, Facebook, and

Twitter attributed to the launch of the campaign

a. measured on targeted, local levels

2. Customer and Employee Engagement

a. Session length of users on mobile app

b. measuring participation/engagement during Pop-

Ups or Point of Purchase vehicles

3. Conversion Rate

4. Post-Campaign Survey

Share

Warmth

SOCI

ALP.O.P

MOBILE

APPEVEN

TS

Enhance Image. Build Relationships.

Restore Lives.

Share

Warmth