Digital Media Strategy

1. Starbucks
Red Cup Scholar Season

2. Finals Appreciation Week
Valid College ID= Buy one
get one free
GPA 3.0 > (Transcript)= Free
cup of joe

3. Young adults
College Students
Interns
Entry Level
(via)--Bryles, 2015;Getty Images

4. Buyer persona
Sorority GirlSorority Girl
InternshipInternship
Senior inSenior in
collegecollege
NightNight
OwlOwl

5. KPI’s
# of shares# of shares
by socialby social
media tomedia to
home pagehome page
# of# of
(visits/views(visits/views
)to)to
StarbucksStarbucks
StoreStore
# of# of
submittedsubmitted
RewardsRewards
ProgramsPrograms
ApplicationsApplications

6. SEO/ADV
Headline: Red Cup Season is
back!
2nd: Scholars...RewardYourself!
Display URL: Click for more fun!

7. Facebook Post
Boost your post; reach the
OPTIMAL audience.
--via Facebook Official

8. Promoted pins
Engagement= Close-ups, re-pins,clicks
Pay for CPC bidding & engagement totals

9. Red Cup Offerings
--via Starbcuks official

10. $
Finals Week- 7
day expenditure
[Daily] Morning-Night Posts
CPC Bidding;
Engagement Totals
*2 Million Dollar Digital
Marketing Stipend
CPA Bidding
= EST. $1.8 M