Starbucks: A Partner in the    Global Community   KATIE GOODLING, MICHELE HLADIK AND           LINDSEY SCHELTEMA
The Organization   More than 17,000 stores located in 50    countries   Sells specialty drinks, pastries and gifts   Co...
Communication      Thorough and effective communications      Social media presence      Company website      Online N...
Goals  Our goal for this campaign is to make Starbucks known as acommunity oriented, helpful, and reliable company that pe...
Objectives Help natural disaster victims who  are in need Promote Starbucks as a global and  community-oriented company...
Themes and MessagesTheme:   We are all part of one global         community.                            Messages          ...
The Plan – Part One   Collection of necessary food, health and clothing items   Donations from customers   Rewards poin...
The Plan – Part Two          Work with the           International Red Cross            Organize and sponsor            ...
The Plan – Part Three   Help rebuild homes destroyed by natural disaster   Organize volunteers   Coordinate travel and ...
Media Strategies  Media Types           Media Tools                      Press Releases Television                     ...
Timeline of Events       July 1-8 - Prep work        Meet with Red Cross        Prepare signage       July 9-18 – Media ...
Logistics     Volunteer work                              Budget Four volunteer based                    Cost effectiven...
Evaluation Plan On going weekly surveys Organization and affected family interviewsTrack assisted families for success...
Conclusion         This campaign will not only bring the world together andeducate the Starbucks consumer on community ser...
ReferencesBobbitt, R. and Sullivan, R. ( 2009). Developing the Public Relations Campaign: A team based approach. (2). Pear...
References Cont.Rachel’s blog: Illustration Friday – Disaster relief (n.d.). Nothing rhymes with Rachel. Retrieved   June ...
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Starbucks campaign

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Starbucks campaign

  1. 1. Starbucks: A Partner in the Global Community KATIE GOODLING, MICHELE HLADIK AND LINDSEY SCHELTEMA
  2. 2. 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
  3. 3. Communication  Thorough and effective communications  Social media presence  Company website  Online Newsroom, financial section and employment information  Internal communication
  4. 4. Goals Our goal for this campaign is to make Starbucks known as acommunity oriented, helpful, and reliable company that peoplecan depend on by providing help to those who lost basic needsdue to some type of disaster.
  5. 5. 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”
  6. 6. Themes and MessagesTheme: 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
  7. 7. 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
  8. 8. 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
  9. 9. The Plan – Part Three Help rebuild homes destroyed by natural disaster Organize volunteers Coordinate travel and living for volunteers Gather necessary tools and supplies
  10. 10. Media Strategies Media Types Media Tools  Press Releases Television  Public Service Radio Announcements Newspapers  Blogs Social Media  Posters and brochures Company Website  Twitter and In-store Signage Facebook Status updates and photos
  11. 11. 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
  12. 12. Logistics Volunteer work Budget Four volunteer based  Cost effectiveness is a committees priority Starbucks corporate Mostly social media office oversees communications  Press Releases and media pitches Store committees handle local  Free celebrity implementation endorsements Local store team leaders  Low and no cost communicate with incentives corporate office
  13. 13. 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
  14. 14. Conclusion This campaign will not only bring the world together andeducate the Starbucks consumer on community service, but it will alsoallow the world to see that Starbucks does indeed care for everyinternational culture and society.
  15. 15. ReferencesBobbitt, 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=01d1rwt096Good 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.htmlHope and encouragement for humanity. (n.d.). Retrieved June 10, 2011, fromhttp://h-e-h.org/378975.ihtmlMidson, 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.phpMissions and service. (n.d.). Ashland United Methodist Church. Retrieved June 20, 2011, from http://www.aumcfamily.org/MissionsandService/DisasterReliefProjects/tabid/100/Default.aspx
  16. 16. 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_ReliefStarbucks (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/

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