1. Starbucks Advertising Campaign - Spring 2016
Adam Colin, Hayley Barron, Michelle Krichevskaya,
Kaitlyn Smetana, Griffen Davies
2. TABLE OF CONTENTS
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THE ASK
KEY RESEARCH FINDINGS
TARGET AUDIENCE
THE BIG IDEA
CREATIVE STRATEGY
PRINT
SOCIAL MEDIA
OUT OF HOME
POINT OF PURCHASE RECOMMENDATIONS
MEDIA SPENDING
EVALUATION
DIGITAL
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DEVELOP A MARKETING CAMPAIGN TO SHIFT CONSUMER BELIEFS TO:
“Starbucks = coffee AND food.”
“Starbucks food is delicious and high quality.”
“Starbucks cares as much about food as it does coffee.”
“There is always an option for me any time of the day.”
THE ASK
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4. OUR FINDINGSKEY RESEARCH FINDINGS
Before knowing the nutritional information about Starbucks, the top 3 contributing factors, in order from
most important to least, for consumers when considering food/beverages from Starbucks were:
convenience, price, and quality
After the respondents were shown the nutritional information on select food items from Starbucks,
the contributing factors changed to:
quality, price, and convenience
Consumers believed that Starbucks food was not up to the same standards as its competitors.
Consumers felt rushed and anxious when ordering from Starbucks.
Some frequent users werenʼt aware that food counted towards the MyRewards program.
Consumers felt that the amount of merchandise cluttered the stores which, in turn, made it look crowded.
We found that the following three characteristics influenced the focus group respondents the
most when choosing Starbucks:
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5. Male and Female
Ages 21 - 40
Fast-paced lifestyle (on-the-move)
Health conscious
Disposable income of at least 10k a year
Aspiring and solidified professionals
Already regular Starbucks coffee customers
MEET EMMA,
MEET AIDEN,
TARGET AUDIENCE
26-years old and an aspiring professional who recently graduated with honors from UIC and
currently holds an entry level position at an advertising firm. She regularly posts articles to
her fashion blog when she finds time between her 50-hour work week and regular
workout regimen. Emma is no stranger to using her Starbucks Gold Card for her frequent
Chai Tea and protein pack purchases to get her through the strenuous work weeks.
22-years old and an aspiring young professional finishing his senior year at DePaul.
Frequent Starbucks user and MyRewards member. Works 25 hour week on top of his
four-class schedule. Needless to say, heʼs the poster child for a fast-paced lifestyle. The
only things that get him through his rigorous weeks are his grande black eyes, breakfast
sandwiches, and his Mumford and Sons playlist off of Spotify.
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6. THE BIG IDEA
THERE IS A STARBUCKS FOOD & DRINK COMBO FOR EVERY INDIVIDUAL AND EVERY OCCASSION. WHETHER
YOU’RE PREPPING FOR AN EARLY MORNING MEETING, OR FINISHING A SEVEN MILE RUN, STARBUCKS
HAS THE CONVENIENT OPTION FOR YOU.
YOU NEVER FORGET YOUR PLANNER FOR YOUR MEETING OR YOUR LAPTOP FOR YOUR STUDY SESSION, AND
YOU CERTAINLY DON’T NEGLECT A HOT CUP OF COFFEE IN THE MORNING. IT’S TIME TO REIMAGINE FOOD
AND MAKE IT AN ESSENTIAL PART OF YOUR EVERYDAY ROUTINE.
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7. CREATIVE STRATEGY
“I’ll be okay with just a coffee.”
“I don’t need to eat breakfast, I can wait until lunch.”
“I don’t know what to get. I’ll just stick with my regular.”
“I don’t have time so I guess I won’t eat.”
Starbucks has the opportunity to create a personal relationship with each and every one of their
customers by telling them that there is a special food & drink option that conveniently fits their lifestyle.
GUIDING INSIGHT People feel anxious and rushed when ordering food thus, they reduce the value of a balanced
meal and continue on with their daily routine.
HOW MANY TIMES HAVE YOU THOUGHT...
CREATIVE CONCEPT: ‘MY STARBUCKS PACK’
TONE AND EXECUTIONS The tone is comforting, understanding, and down to earth. The target wants to feel secure.
Starbucks is the sidekick that is always there for you. ʻMy Starbucks Packʼ creates a personal connection between
customerʼs lifestyles and their Starbucks store. Our executions are simple and present Starbucks food as an
essential of a specific ʻpack.ʼ We will integrate this into social media by promoting food items in ʻpacksʼ and
asking customers to share their food experience.
Our concept reminds the target that they can find the right food at
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Starbucks, even with their individual schedules. No matter who you are or what youʼre looking for, food is
an every day essential and Starbucks has catered it to you.
8. Print
MY ‘MORNING MEETING’ PACK
LAUNCH YOUR DAY
#MYSBUXPACK
Print offers Starbucks the
opportunity to leave a physical
impression on the target audience.
This style allows the target to see
themselves in certain circumstances
and determine what their pack
consists of.
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9. MY ‘POST WORKOUT’ PACK
FUEL YOUR DAY
#MYSBUXPACK
Print
MY ‘LATE NIGHT STUDY’ PACK
AIM YOUR DAY
#MYSBUXPACK
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10. Print
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MY ‘Family’ PACK
LOVE YOUR DAY
#MYSBUXPACK
With so many variations in packs,
Starbucks has the chance to target
specific audiences who value and
prioritize different parts of their
lives.
Whether that is their career, health,
family, or education, Starbucks has
the food that seamlessly fits their
lifestyle.
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5BRAND
CONTENT
Meet Sarah, one of our Pike Place baristas. She always comes to
work with a smile on her face, her apron, and a Spicy Chorizo, Monterey Jack & Egg
Breakfast Sandwich to start her day. #baristaappreciationday #mysbuxpack
MEET SARAH, ONE OF OUR PIKE PLACE BARISTAS. SHE ALWAYS
COMES TO WORK WITH A SMILE ON HER FACE, HER APRON, AND
A SPICY CHORIZO, MONTEREY JACK & EGG BREAKFAST SANDWICH
TO START OFF HER DAY. #MYSBUXPACK
BRAND
CONTENT
College students, midterms are just around the corner, but don't worry
our Old Town location is open all night. Grab your textbooks and stop by for a grande iced
coffee and chocolate croissant. #mysbuxpack
COLLEGE STUDENTS, MIDTERMS ARE JUST AROUND THE CORNER,
BUT DON’T WORRY OUR OLD TOWN LOCATION IS OPEN ALL NIGHT.
GRAB YOUR TEXTBOOKS AND STOP BY FOR A GRANDE ICED COFFEE
AND CHOCOLATE CROISSANT. #MYSBUXPACK
Social Media
INSTAGRAM
We bring the experience online by
suggesting relevant packs, showcasing
barista and customer packs, and asking
customers to share their own ideal Starbucks
packs with the hashtag #mysbuxpack.
Whether that consists of your phone, wallet,
keys, and toasted breakfast sandwich for your
morning commute, or a pile of notes and a warm
chocolate croissant for your study session we want
you to share your experience.
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12. SOCIAL MEDIA
Shoutout to one of our regulars, Dave Wellington for submitting
this picture. Dave visits our New York Union Square location
after his morning workouts. He's usually in a hurry but, makes
just enough time to toss a Protein Bistro Box, banana, and
Evolution Greens & Kale smoothie into his gym bag.
#mysbuxpack
TWITTER AND FACEBOOK
Running from the office to your daughters dance practice? We have just
the thing for you: a cake pop for her and a turkey pesto panini for you.
#mysbuxpack
No, you sadly can't survive on coffee alone. Try one of our artisan
food items and earn stars toward a free item next time you come in!
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Brrr! It's chilly out. Wipe off your snow boots and come try
our featured pack of the month to warm up. This month
we're offering a special price for our Old-Fashioned Grilled
Cheese. For dessert, try a warm chocolate chip cookie!
#mysbuxpack
Timed exam in Calculus on Monday, but first a Ham & Swiss Panini and Iced
Americano. This is my ‘Calc Exam Prep’ Pack. #mysbuxpack
13. https://vimeo.com/167604616https://vimeo.com/167604616
VIDEO LINK:
DIGITAL
We will share animated gifs as well as 15 second stop motion spots on Youtube and Hulu to promote Starbucks
food. These videos promote the on-the-go lifestyle of our target and simplicity of adding Starbucks food to your
daily routine.
Alex always has her nose in a book. Take a look at her must-have essentials for her late night study session.
The ‘Late Night Midterm Prep’ Pack: What you Really Need for That
Midterm Exam Study Session
YOUTUBE
HULU
https://vimeo.com/167604616VIDEO LINK:
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14. Out of Home
To reach a large number of people, we
position out of home ads in large urban cities,
focusing on public transit, billboards, and
clean advertising. This positioning attracts
eyes, user-generated content, and ultimately
more drive to the stores.
These ads use the same simple photography
as the print ads. Using a cohesive style across
all platforms will become a recognizable visual
to consumers and subconciously increase their
awareness of Starbucks food.
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BUS STOP AD
18. POINT OF PURCHASE RECOMMENDATIONS
This campaign doesnʼt end with bringing customers into the store. The following are recommendations to create a
fully integrated Starbucks experience.
EMPHASIZE THAT STARS CAN BE EARNED
BY BUYING FOOD AT STARBUCKS.
Many Starbucks customers do not know that
food counts toward the MyRewards Program.
MAKE CUSTOMERS FEEL AT HOME INSIDE
STARBUCKS.
Reduce clutter in the store so that customers
can see their food options. One of our focus
group participants stated “I always feel
stressed inside Starbucks, I have to rehearse
my order several times.”
Additionally, people love to chat. Assign one
of the baristas to welcome people in,
recommending food and beverages, and
handing out samples. This will make customers
feel more comfortable and reduce the feeling
of being rushed.
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WE HAVE JUST THE FOOD
TO FIT YOUR STARBUCKS PACK.
#MYSBUXPACK
Our artisan menu items count toward gold stars.
This week we are featuring the perfect light lunch, our
Turkey & Havarti Sandwich. Pair it with a cake pop and coffee
to take back to the office with your notes and planner.
That’s all you need to complete your ‘Afternoon Meeting’
Pack and power through your day.
OUR ARTISAN MENU ITEMS COUNT
TOWARD GOLD STARS. THIS WEEK
WE ARE FEATURING OUR TURKEY
& HAVARTI SANDWICH, THE
PERFECT LIGHT LUNCH. PAIR IT
WITH A CAKE POP AND COFFEE TO
TAKE BACK TO THE OFFICE WITH
YOUR NOTES AND PLANNER. THAT’S
ALL YOU NEED TO COMPLETE YOUR
‘AFTERNOON MEETING’ PACK AND
POWER THROUGH YOUR MEETING.
19. POINT OF PURCHASE RECOMMENDATIONS
PROMOTE FOOD SEASONALLY.
People tend to crave warm and cozy
food in the winter months, and fresh,
healthy food before spring break.
Continuing to promote the featured
food item of the month inside the store
will support the efforts of the advertising.
The following packs can be used
during our campaign timeline to
promote food seasonally:
CREATE A SPECIALITY,
LIMITED-TIME STARBUCKS CUP.
The holiday and rewards program cup
designs always generate lots of buzz,
the next step is to promote food.
MY ‘NEW YEARS RESOLUTION’ PACK
MY ‘SNOWY WINTER’ PACK
MY ‘VALENTINE’S DAY’ PACK
MY ‘PRE SPRING BREAK’ PACK
BARISTA FAVORITES FOR YOUR
‘LATE NIGHT STUDY’ PACK
BARISTA FAVORITES FOR YOUR
‘SNOWY WINTER DAY’ PACK
CHOCOLATE CROISSANT
OLD-FASHIONED
GRILLED CHEESE
BANANA NUT BREAD
protein bistro box
double chocolate brownie
turkey pesto panini
#MYSBUXPACK
#MYSBUXPACK
#MYSBUXPACK
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SWEETEN YOUR DAY
21. MEDIA SPENDING
For this campaign pulsing and continuous strategies
were chosen to equally spread out creative messaging.
Because Outdoor Media has such high impression
potential, large installations will be pulsed throughout
the three-month campaign (Public Transportation Car
Cards in January, a Public Transportation Station
Takeover in February, and Wall Mural Billboards in three
major cities).Print Media remains continuous throughout
the entire campaign, with one ad running in four
magazines throughout the quarter. The campaignʼs digital
media strategy is both pulsed and continuous based on
the media type. Higher priced mediums such as branded
Snapchat Geofilters will front load and wrap up digital
awareness. All other advertising will focus on the first
month of the campaign and slowly decline or continue
until the end of the quarter.
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22. Evaluation
We will track social media views and likes on all of our accounts to be able to confirm
the campaign’s success.
We have calculated the projected CPM for our media vehicles to get an idea of how many
impressions this campaign will generate. We predict a total of 138,000,000 Gross
impressions and 175,000,000 total rating points during the campaign.
Furthermore, we will track food sales from January 2017 to May 2017 to confirm the success
of the campaign. We will also compare this quarter to years prior to gauge how well the
campaign has done in comparison to other campaigns.
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