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 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 acommunity oriented, helpful, and reliable company that peoplecan depend on by providing help to those who lost basic needsdue 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 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
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 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
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 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
Evaluation Plan On going weekly surveys Organization and affected family interviewsTrack 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 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.
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
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