Starbucks proposes an online marketing campaign to highlight its environmental, ethical, and community responsibility. The campaign would utilize social media like Twitter and Facebook daily to share Starbucks' efforts and engage customers. It would also feature bi-weekly blogs showcasing responsible actions. The goal is to positively influence perceptions of Starbucks and potentially increase store visits and donations. The budget for the social media implementation is low, but $10,000 per month would be allocated for new responsible initiatives.

1. Starbucks:
Online Marketing Proposal
By: Kaitlin Grady

2. The Business of
Starbucks
• The company began in 1971 in Seattle as a
small coffee company that has grown to be a
leader in the coffee industry with more than
17,000 stores worldwide and billions of
customers daily.

3. Company Challenges:
• The ever expanding coffee stores across
the world including Caribou Coffee, Bigby
and others. The need to keep Starbucks
number 1.
•
Company goals:
•Mission Statement: to inspire and nurture
the human spirit – one person, one cup
and one neighborhood at a time.
•

4. Company proposal
• Utilize all social media efforts to bring knowledge of
Starbucks company responsibility.
• Online digital media campaign with the theme of
"Brewing grounds that the world can enjoy.
Environmental, ethical, and community
responsibility."

5. Ethical Sourcing / Environmental Stewardship /
Community Involvement
"Brewing grounds that the world can enjoy.
Environmental, ethical, and community
responsibility."

6. Social Media
• Daily tweeting and Facebook posting about
the environment, ethical, and community
happenings that Starbucks is involved in.
• Ask social media users some environmental,
ethical, and community things they would like
to see from Starbucks. Get consumers
engaged in this responsibility. Then pick
something every month to go ahead and do!

7. Blogging Efforts
• Blogging about all the events going on in the
Starbucks world.
• Starbucks already has a large blogging
presence but using that to showcase the
responsible actions of Starbucks bi-weekly will
gain positive attention to who Starbucks is.

8. Success Evaluation
• Media tracking to monitor the positive versus
negative web search results Starbucks gets.
• Donation money increases and “profits” in that
respect.
• Overall, annual statistics. Did Starbucks encourage
more people to come and spend at their stores and
on their products?

9. Budget and $$ Matters
• Budgeting for the implementation of the
social media campaign is relatively low since
there is no cost to blogging, twitter, and
Facebook.
• Donation money for the new responsible
actions to be implemented every month
would need to be budgeted to approximately
$10,000/mo.

10. Summary
• Starbucks is already doing
a great job in their online
social media presence. A
new campaign that
implements their ethical,
environmental, and
community responsibility
is one to reinforce their
efforts already.