Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to Starbucks Campus Cafe Comm Plan
Similar to Starbucks Campus Cafe Comm Plan (20)
Recently uploaded
Recently uploaded (20)
Starbucks Campus Cafe Comm Plan
- 1. Campus cafe Starbucks campus cafe
- 2. EXECUTIVE SUMMARY With increasing economic pressure, Starbucks seeks to enhance it’s capital The Campus Café Pilot will launch on January 20, 2015 The Campus Café Pilot will be housed in front of NYU’s Stern Building This venture is a way for Starbucks to expand and mutually benefit from the academic market
- 3. THE BIG IDEA
- 4. BUSINESS OBJECTIVES •Increase market share •Broaden CSR initiatives •Expand national visibility of the Campus Café
- 5. 5 COMMUNICATION OBJECTIVES •Raise awareness about the launch •Develop relationships with the local community •Inform employees about new outreach initiatives
- 6. 6 AUDIENCES • Media • National Academic Community • Local NYU/Downtown community • SBUX Employees
- 7. KEY MESSAGES •The Campus Café is unprecedented—featuring the latest in operational efficiency and green building initiatives •It’s your new neighbor—a place can call your home away from home at any hour of the day •Formal training and mentorship for Starbucks employees and NYU students
- 8. STRATEGIES • Use media relations to engage and educate audience • Build relationships with local community by anticipating and responding to community expectations and concerns
- 9. 9 • Exclusive interview with CEO Howard Schultz • Teaser for what’s to come in 2015 for Starbucks on TV • Invite local & national journalists & bloggers from academic & traditional media to an exclusive pre- opening walk through MEDIA RELATIONS TACTICS
- 10. 10 COMMUNITY RELATIONS TACTICS • Green design/ sustainability: LEED certified store Recycling program • CSR: Food Donation to local shelters and community centers • Town hall: Answer concerns of local business owners and community members Garner trust within the community For Local Community:
- 11. 11 COMMUNITY RELATIONS TACTICS For Local Community: • A Social Media Campaign Exclusive Campus Café cup
- 12. • Starbucks University Starbucks Management Lecture School Scholarship COMMUNITY RELATIONS TACTICS For Academic Community:
- 13. 13 COMMUNITY RELATIONS TACTICS For Academic Community: • Operational Efficiency And Perk Express line for drip coffee Order ahead (Mobile APP) Campus cash accepted Seasonal discount Expanded menu 24/7 Operation hour Final study corner
- 14. • Starbucks internal employee memoranda • NYU student employee opportunities For Internal Employees: COMMUNITY RELATIONS TACTICS
- 15. TIMELINE Nov MayDec Jan Feb March April June July Aug Sept Oct Evaluation (Traditional & Social Media) Pre-launch On campus promo Launch Internal Memorandum (Monthly) Lecture Lecture Lecture Lecture
- 16. CONTINGENCIES • Union/labor issues • Severe inclement weather • Food safety
- 17. METRICS • Traditional media: article prominence, engagement, media impressions, tonality • Social media: likes, follows, click through, engagement • Foot traffic in store/sales volume • Expansion of the Campus Café to other universities • Internal survey/ focus group
- 18. NEXT STEPS • Create a business model to be applied to campus café’s nationwide • Begin pitching media sources • Create social media accounts to monitor engagement