Uploaded byBreadfruit Productions
Breadfuit Samples_A
Starbucks aims to engage consumers, partners, and stakeholders in a more meaningful way through multiple communication channels during the holiday season. The goals are to drive more traffic into stores for their special holiday drinks and experience, as well as to create a child-like joy and spark through the holiday experience. Starbucks will leverage their 25th anniversary of their Christmas blend, red cup launch day, global presence, in-store activation, influencer network, and potential CPG tie-ins to achieve these goals over five weeks of holiday wishes engagement.
More Related Content
![[BROCHURE] Italy Tour Project | @SlideON](https://cdn.slidesharecdn.com/ss_thumbnails/brochure8-251215152319-2805af68-thumbnail.jpg?width=640&height=640&fit=bounds)
Breadfuit Samples_A
- 1. Starbucks A Holiday (Christmas)for the Senses
- 2. Our Goals • Toengage consumers, partners and other stakeholders in a more meaningful way through multiple communication channels • To drive traffic into stores for that special drink, familiar faces and the Starbucks holiday experience that is now woven into the season’s culture • To create a holiday experience that sparks a child-like joy 2
- 3. Our Assets 25th Anniversary of Christmas (holiday) blend Red Cup Launch Day : November 17th www.mystarbucksidea.com Global presence with consumers Over xxxx partners globally In-store activation Hands-on network (RED) Partnership Online/social media presence Robust influencer list (national and local) Potential CPG tie-in in specific global markets 3
- 4. Five Weeks ofWishes Wish /wɪʃ/ 1.to want; desire; long for 2.to desire (a person or thing) to be 3.to entertain wishes, favorably or otherwise Synonyms: 1.CRAVE, DESIRE, WANT 4
- 5. My Holiday. MyWish. My Starbucks. The holidays evokes the belief that anything is possible, all one needs is a wish. This year, Starbucks will bring those wishes to life by putting the holiday season into the hands of our customers. In a move never done prior, we will ask our patrons to engage at a level never seen before. Not only will we chat with them about their favorite holiday beverage, we will ask how they want to interact with us and share how they see Starbucks in their community. As the stories unfold, Starbucks will grant these wishes, spanning from simple luxuries like a hot cup of coffee to growing to a global movement of asking for and granting wishes. 5
- 6. Consumers Are Inthe Driver’s Seat MSI.Com Traditional Social media advertising (Facebook, Twitter) Ngo’s Partners Consumers Mulit-culutral media Influencers National and In-store local media experience Crowd Sourcing 6
- 7. A Starbucks Experiencethat Engages All the Senses Taste Smell Touch Sight Sound 8
- 8. On Everyone’s ChristmasWish List What do consumers want to see in their stockings from Starbucks this holiday? • Leverage crowdsourcing technology and launch a contest to design the best holiday-themed gift card and offer cards globally from each country selected • Donate a percentage of the winning specially- designed gift card filled to a specific local, national or global charity Themes: My Starbucks wish My favorite place My holiday memory My favorite things 9
- 9. Recommendations: Nutro’s Path to ReputationRecovery June 15, 2009
- 10. Through Personal Action,Trust Hits the Bottom Line Personal actions taken with trusted and distrusted companies – + 77% 91% Refused to buy their products/services Chose to buy their products/services 72% 76% Criticized them to a friend or colleague Recommended them to a friend or colleague 55% Paid a premium for their products/services 34% 42% Shared negative company opinions/experiences online Shared positive company opinions/experiences online 17% 26% Sold shares Bought shares 11
- 11. Why Does ReputationMatter? Creates Builds a bank demand and Softens of goodwill premium for barriers to for turbulent products and market entry times services Nurtures and Helps attract Enhances grows and retain brand equity stakeholder talent trust Eases Leadership Builds critical governmenta changes relationship l and NGO capital interference 12
- 12. Nutro’s Guiding Principlesfor Reputation Recovery Take a long term view: recovery requires endurance Communicate consistently and transparently Build a steady drumbeat of good news Take control of the online conversation Make your associates your reputation champions Measure, measure, measure 13
- 13. Where Is NutroToday? Nutro has faced myriad challenges that have harmed brand perception among retailers, consumers and associates Supply Acquisition Product shortages/ concerns recalls empty shelves Consumer Price Leadership affairs.com increases changes 14
- 14. The Successful Triangle Model Consumers Demo force Product story Sales force
- 15. SHARED VALUE SHARED VALUE INTERDEPENDENCE VALUES PROFIT + PURPOSE P RO F I TA BI L I TY & P RO D UCTI V I TY ENGAGING OUR PEOPLE
- 16. Green Hills Software DetailedCommunications Plan The Rise of a New Security Paradigm
- 17. Team 19
- 18. Edelman Team Randy Pitzer EVP/GM Technology & Bob Angus President A&R Edelman Business Marketing Silicon Valley Chicago Ethan Rasiel VP Technology New York Scott Goldberg VP Technology & Business Jerry Griffin TBD VP Corporate & Public Affairs San Mateo Marketing New York Chicago Alyson Moses Lauren Berg Account Supervisor Senior Account Executive Chicago Chicago Jerilan Greene Casey Penney Sarah Reaves Cheryl Cook EVP Employee Change & US Digital Design Media Relations Employee Engagement New York Chicago Chicago Chicago 20
- 19. Budget 21
- 20. Budget Phase 1– First 30-45 Days Phase 3 – 60 Days and Beyond Master Narrative & messaging $15,000 Media Relations $15,000/monthly PR & marketing collateral design & production $20-30,000 Thought Leadership (media )* $5,000/monthly INTEGRITY Website design & production $30-50,000 Brand Building (media & blogger engagement)* $5,000/monthly Public relations & analylst relations; tours $25,000 Business Development* $5,000/monthly Sub-Total $90-120,000/one-time Sub-total $30,000/monthly Phase 2 – 30-60 Days Other Considerations Marketing integration/support $5,000 International engagement per market* $15,000/month starting with Phase 2 Launch events (2, including web support) $25,000 Measurement & reporting $TBD Evening network events (2) $10,000 Recalibration of story $5,000/on time charge Media relations $20,000 Broadcast media blow out $20,000 Sub-total $80,000/one-time *Special projects such as salons, global entertainment and conference sponsorships, “Hollywood Hills”, branded online video c hannel, business development newsletter, etc. to be priced separately as projects. (Also, expenses charged separately such as travel, meeting costs, etc.; print run of collateral TBD and is separate.) 22
- 21.
- 22. Recognized for Excellence Largest 2007 A-List Agency Agency Large Agency PR Agency for New Place to Work Independent of the Year of the Year Product Launches Holmes Report PR Week & PR Agency Agency Executive of the PR Week Holmes Report Year Ad Age Richard Edelman – Agency Executive of the Year 24
- 23. Abu Dhabi: Theright chemistry for your business mix Presentation SubTitle Date x x 1 xx xx CO xxxxxxxxxxx xxxxxxxxxxx Connection x x 2 3 x 10 xx xx EV DI xx C xxxxxxxxxxx xxxxxxxxxxx Environment Distribution xxxxxxxxxxx Comfort x x 9 6 x 12 8 x x xx xx T Q xx S D xx xx xxxxxxxxxxx xxxxxxxxxxx Trust Quality xxxxxxxxxxx Safety Diversity xxxxxxxxxxx xxxxxxxxxxx x x 5 4 x 11 7 x x xx xx EX SU xx MT GL xx xx xxxxxxxxxxx xxxxxxxxxxx Expansion Success xxxxxxxxxxx Management Globalization xxxxxxxxxxx xxxxxxxxxxx
- 24. Section Title SubTitle x x 1 xx xx CO xxxxxxxxxxx xxxxxxxxxxx Connection x x 2 3 x 10 xx xx EV DI xx C xxxxxxxxxxx xxxxxxxxxxx Environment Distribution xxxxxxxxxxx Comfort x x 9 6 x 12 8 x x xx xx T Q xx S D xx xx xxxxxxxxxxx xxxxxxxxxxx Trust Quality xxxxxxxxxxx Safety Diversity xxxxxxxxxxx xxxxxxxxxxx x x 5 4 x 11 7 x x xx xx EX SU xx MT GL xx xx xxxxxxxxxxx xxxxxxxxxxx Expansion Success xxxxxxxxxxx Management Globalization xxxxxxxxxxx xxxxxxxxxxx
- 25. Section Title SubTitle x x 1 xx xx CO xxxxxxxxxxx xxxxxxxxxxx Connection x x 2 3 x 10 xx xx EV DI xx C xxxxxxxxxxx xxxxxxxxxxx Environment Distribution xxxxxxxxxxx Comfort x x 9 6 x 12 8 x x xx xx T Q xx S D xx xx xxxxxxxxxxx xxxxxxxxxxx Trust Quality xxxxxxxxxxx Safety Diversity xxxxxxxxxxx xxxxxxxxxxx x x 5 4 x 11 7 x x xx xx EX SU xx MT GL xx xx xxxxxxxxxxx xxxxxxxxxxx Expansion Success xxxxxxxxxxx Management Globalization xxxxxxxxxxx xxxxxxxxxxx
- 26. Section Title SubTitle x x 1 xx xx CO xxxxxxxxxxx xxxxxxxxxxx Connection x x 2 3 x 10 xx xx EV DI xx C xxxxxxxxxxx xxxxxxxxxxx Environment Distribution xxxxxxxxxxx Comfort x x 9 6 x 12 8 x x xx xx T Q xx S D xx xx xxxxxxxxxxx xxxxxxxxxxx Trust Quality xxxxxxxxxxx Safety Diversity xxxxxxxxxxx xxxxxxxxxxx x x 5 4 x 11 7 x x xx xx EX SU xx MT GL xx xx xxxxxxxxxxx xxxxxxxxxxx Expansion Success xxxxxxxxxxx Management Globalization xxxxxxxxxxx xxxxxxxxxxx
- 27. Section Title SubTitle x x 1 xx xx CO xxxxxxxxxxx xxxxxxxxxxx Connection x x 2 3 x 10 xx xx EV DI xx C xxxxxxxxxxx xxxxxxxxxxx Environment Distribution xxxxxxxxxxx Comfort x x 9 6 x 12 8 x x xx xx T Q xx S D xx xx xxxxxxxxxxx xxxxxxxxxxx Trust Quality xxxxxxxxxxx Safety Diversity xxxxxxxxxxx xxxxxxxxxxx x x 5 4 x 11 7 x x xx xx EX SU xx MT GL xx xx xxxxxxxxxxx xxxxxxxxxxx Expansion Success xxxxxxxxxxx Management Globalization xxxxxxxxxxx xxxxxxxxxxx
- 28. Section Title SubTitle x x 1 xx xx CO xxxxxxxxxxx xxxxxxxxxxx Connection x x 2 3 x 10 xx xx EV DI xx C xxxxxxxxxxx xxxxxxxxxxx Environment Distribution xxxxxxxxxxx Comfort x x 9 6 x 12 8 x x xx xx T Q xx S D xx xx xxxxxxxxxxx xxxxxxxxxxx Trust Quality xxxxxxxxxxx Safety Diversity xxxxxxxxxxx xxxxxxxxxxx x x 5 4 x 11 7 x x xx xx EX SU xx MT GL xx xx xxxxxxxxxxx xxxxxxxxxxx Expansion Success xxxxxxxxxxx Management Globalization xxxxxxxxxxx xxxxxxxxxxx
- 29. Section Title SubTitle x x 1 xx xx CO xxxxxxxxxxx xxxxxxxxxxx Connection x x 2 3 x 10 xx xx EV DI xx C xxxxxxxxxxx xxxxxxxxxxx Environment Distribution xxxxxxxxxxx Comfort x x 9 6 x 12 8 x x xx xx T Q xx S D xx xx xxxxxxxxxxx xxxxxxxxxxx Trust Quality xxxxxxxxxxx Safety Diversity xxxxxxxxxxx xxxxxxxxxxx x x 5 4 x 11 7 x x xx xx EX SU xx MT GL xx xx xxxxxxxxxxx xxxxxxxxxxx Expansion Success xxxxxxxxxxx Management Globalization xxxxxxxxxxx xxxxxxxxxxx
- 30. The Right Chemistry Management Environment Globalization Synergy Safety Expansion Comfort Growth Distribution Profitability Increase Diversity Development Trust Bond for success Investment Quality Excellence Capacity Connection The correct elements + bonds for success = the right chemistry for your business mix 32
- 31. Here’s to The Goodlife™ PetVideo Contest Program Recap
- 32. Title Text TitleText Title Text Title Text Title Text • Bullet • Bullet — Bullet — Bullet • Bullet 34
- 33. Divider Slide Title DividerSlide Title Divider Slide Subtitle
- 34. Chart Showing ColorPalette 100 90 80 70 East 60 West 50 North south 40 more 30 20 10 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 36
- 35. Divider Slide Title DividerSlide Title Divider Slide Subtitle
- 36. Color Pallet –comic sans for graphics ABCDEFG 38
- 37. Divider Slide Title DividerSlide Title Divider Slide Subtitle
- 38. Divider Slide Title DividerSlide Title Divider Slide Subtitle
- 39. Divider Slide Title DividerSlide Title Divider Slide Subtitle
- 40. Fresh Thinking on Corporate Communications IntroducingZeno Group’s Corporate Practice Capabilities 1
- 41. Zeno at aGlance • Nimble, fast, independent • Five North American offices, 80+ people, one P&L – Chicago, New York, Los Angeles, Washington D.C., Toronto • Full-service communications offering – From internal audiences to all external stakeholder groups – Multiple channels: earned and paid media, social media engagement • Big agency thinking in a smaller environment • Highly involved senior staff • Invested in client partnerships • Drawing upon on strategic & intellectual rigor of our parent Daniel J. Edelman Inc. 2
- 42. Zeno at aGlance • Nimble, fast, independent • Five North American offices, 80+ people, one P&L – Chicago, New York, Los Angeles, Washington D.C., Toronto • Full-service communications offering – From internal audiences to all external stakeholder groups – Multiple channels: earned and paid media, social media engagement • Big agency thinking in a smaller environment • Highly involved senior staff • Invested in client partnerships • Drawing upon on strategic & intellectual rigor of our parent Daniel J. Edelman Inc. 3
- 43. The Zeno GroupMission Helping clients make the most of the new realities of audience engagement and the evolving role of PR. 4
- 44. The Zeno GroupMission Helping clients make the most of the new realities of audience engagement and the evolving role of PR. 5
- 45. Drivers of CorporateReputation While product Offers high quality products or services 68% quality now is Has transparent and honest business practices 67% ranked highest as Is a company I can trust 66% a reputation Treats employees well 63% driver, other Communicates frequently/honestly on state of business 58% demonstrated Prices its brands fairly and competitively 52% “trusted business” Is a good corporate citizen 50% behaviors and Is an innovator of new products, services or ideas 45% engagement Has highly-regarded and widely admired top leadership 39% score high as well. Delivers consistent financial returns to investors 38% 6
- 46. Drivers of CorporateReputation While product Offers high quality products or services 68% quality now is Has transparent and honest business practices 67% ranked highest as Is a company I can trust 66% a reputation Treats employees well 63% driver, other Communicates frequently/honestly on state of business 58% demonstrated Prices its brands fairly and competitively 52% “trusted business” Is a good corporate citizen 50% behaviors and Is an innovator of new products, services or ideas 45% engagement Has highly-regarded and widely admired top leadership 39% score high as well. Delivers consistent financial returns to investors 38% 7
- 47.
- 48. Fresh Thinking on CorporateCommunications Introducing Zeno Group’s Corporate Practice Capabilities 9
- 49. Zeno at aGlance • Nimble, fast, independent • Five North American offices, 80+ people, one P&L – Chicago, New York, Los Angeles, Washington D.C., Toronto • Full-service communications offering – From internal audiences to all external stakeholder groups – Multiple channels: earned and paid media, social media engagement • Big agency thinking in a smaller environment • Highly involved senior staff • Invested in client partnerships • Drawing upon on strategic & intellectual rigor of our parent Daniel J. Edelman Inc. 10
- 50. Zeno at aGlance • Nimble, fast, independent • Five North American offices, 80+ people, one P&L – Chicago, New York, Los Angeles, Washington D.C., Toronto • Full-service communications offering – From internal audiences to all external stakeholder groups – Multiple channels: earned and paid media, social media engagement • Big agency thinking in a smaller environment • Highly involved senior staff • Invested in client partnerships • Drawing upon on strategic & intellectual rigor of our parent Daniel J. Edelman Inc. 11
- 51. Zeno at aGlance • Nimble, fast, independent • Five North American offices, 80+ people, one P&L – Chicago, New York, Los Angeles, Washington D.C., Toronto • Full-service communications offering – From internal audiences to all external stakeholder groups – Multiple channels: earned and paid media, social media engagement • Big agency thinking in a smaller environment • Highly involved senior staff • Invested in client partnerships • Drawing upon on strategic & intellectual rigor of our parent Daniel J. Edelman Inc. 12
- 52. The Zeno GroupMission Helping clients make the most of the new realities of audience engagement and the evolving role of PR. 13
- 53. The Zeno GroupMission Helping clients make the most of the new realities of audience engagement and the evolving role of PR. 14
- 54. The Zeno GroupMission Helping clients make the most of the new realities of audience engagement and the evolving role of PR. 15
- 55. Drivers of CorporateReputation While product quality now is ranked highest as Offers high quality products or services 68% a reputation Has transparent and honest business practices 67% driver, other Is a company I can trust 66% demonstrated Treats employees well 63% “trusted business” Communicates frequently/honestly on state of business 58% behaviors and Prices its brands fairly and competitively 52% engagement Is a good corporate citizen 50% score high as well. Is an innovator of new products, services or ideas 45% Has highly-regarded and widely admired top leadership 39% Delivers consistent financial returns to investors 38% 16
- 56. Drivers of CorporateReputation While product quality now is ranked highest as Offers high quality products or services 68% a reputation Has transparent and honest business practices 67% driver, other Is a company I can trust 66% demonstrated Treats employees well 63% “trusted business” Communicates frequently/honestly on state of business 58% behaviors and Prices its brands fairly and competitively 52% engagement Is a good corporate citizen 50% score high as well. Is an innovator of new products, services or ideas 45% Has highly-regarded and widely admired top leadership 39% Delivers consistent financial returns to investors 38% 17
- 57. Drivers of CorporateReputation While product quality now is ranked highest as Offers high quality products or services 68% a reputation Has transparent and honest business practices 67% driver, other Is a company I can trust 66% demonstrated Treats employees well 63% “trusted business” Communicates frequently/honestly on state of business 58% behaviors and Prices its brands fairly and competitively 52% engagement Is a good corporate citizen 50% score high as well. Is an innovator of new products, services or ideas 45% Has highly-regarded and widely admired top leadership 39% Delivers consistent financial returns to investors 38% 18
- 58.
- 59.
- 60.
- 61. A Comprehensive Approachto Reputation Enhancement February 7, 2012 Strategic Intent
- 62.
- 63. Preface: The Roleof Reputation Strategy Communications Strategy A predetermined set of actions designed to: • Differentiate a company (brand) from competition • In positive and personally relevant ways • To key target (external) audiences Begins with a disciplined process to determine existing perceptions held by stakeholders who represent the source of current and future business. Investment Company • Current investors and future prospects Leasing and Management Company • Current and future prospects • Current and future brokers Strategic Intent 3
- 64. Avila Creative, Inc. StrategicIntent 12
- 65. Brand Development andDeployment Phase 1 Phase 2 Phase 3 Phase 4 Discovery Brand values Brand Brand and analysis and positioning personality execution Strategic Intent 17
- 66. Orbit Media Studios StrategicIntent 18
- 67. Orbit Media Studios Full Life Cycle Approach We begin by listening, making sure that we understand the challenges and opportunities. Perhaps more than anything else, Orbit is known for our structured full life-cycle web design process. Discover Design Develop Deploy Goals and strategy: Mood boards,web and HTML/CSS Launch, post launch SEO research, user interface design development, testing and CMS site map and and style guide programming, training wireframes integration and testing Evaluate and grow Strategic Intent 20
- 68. Recommended Approach Strategic Intent 28
- 69. Our Approach Web Implementation Orbitis a community of creative and friendly professionals, an award-winning team of media specialists. Our focus is in providing the best possible interactive marketing services. Web design projects often include search engine optimization, content management, application development, ecommerce and analytics. Discover Design Develop Deploy With over 700 projects under its belt, Orbit Media Studios has designed sites for the Golub, Logan Ventures and many other companies. Strategic Intent 38
- 70. MONDAY, JANUARY 9TH,2012 Welcome 2012 Kick Off
- 71. THEME OF OUR2011 PLAN Aspirational driven value creation Foundation for explosive growth beyond 2011 Value driven definition of customer success Collaborative leadership Operational excellence SAVO CONFIDENTIAL © 2011 2
- 72. 2011 GROWTH ACCOMPLISHMENTS $14M GROWTH 20% round of financing INCREASE 32% in bookings revenue GROWTH SAVO CONFIDENTIAL © 2011 4
- 73. DRAMATICALLY INCREASED OURTALENT SAVO CONFIDENTIAL © 2011 5
- 74.
- 75. NEW CUSTOMERS IN2011 SAVO CONFIDENTIAL © 2011 9
- 76. SERVICE AWARDS SAVO CONFIDENTIAL © 2011
- 77. “UMATTER!” NOV–DEC MONTHLY WINNERS Aaron Amber Andrea Bill Cameron Chris Deanna Eric Lindstrom Aggarwal Lee Bryan Messier Morgan Spear Marcy Gib Jeff Jennifer Jessica Joel Kelly Kelsey Lauren Wallace Rinaldo Roderick Green Wallen Gaffney Scribner Amundson Leah Lisa Liz Mallory Seth Steve Vytenis Kaplan Reed Frankel Moran Goldstein Dalbke Silgalis SAVO CONFIDENTIAL © 2011 18
- 78. 2012 STRATEGIC THEMES MARKO’CONNELL
- 79. STRATEGIC THEMES 2012 SAVO CONFIDENTIAL © 2011 37
- 80. STRATEGIC THEMES 2012 SAVO CONFIDENTIAL © 2011 38
- 81. STRATEGIC THEMES 2012 SAVO CONFIDENTIAL © 2011 39
- 82. SAVO 2012 $41M total bookings $21M renewals $7M services $13M subscriptions SAVO CONFIDENTIAL © 2011 58
- 83. SAVO 2015 90 Bookings ($ in millions) 80 87 70 60 65 50 40 41 30 29 20 24 10 16 18 9 13 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 SAVO CONFIDENTIAL © 2011 59
- 84. SAVO 2012 Breakthrough innovation SAVO CONFIDENTIAL © 2011 60
- 85. SAVO 2012 Inspired customer's Breakthrough innovation SAVO CONFIDENTIAL © 2011 61
- 86. SAVO 2012 Accelerated growth Inspired customer's Breakthrough innovation SAVO CONFIDENTIAL © 2011 62
- 87. SAVO 2012 Intensified momentum Accelerated growth Inspired customer's Breakthrough innovation SAVO CONFIDENTIAL © 2011 63
- 88. SAVO 2012 Intensified momentum Passionate employees Accelerated growth Inspired customer's Breakthrough innovation SAVO CONFIDENTIAL © 2011 64
- 89. SAVO 2012 Passionate employees Intensified momentum Accelerated growth Inspired customer's Breakthrough innovation SAVO CONFIDENTIAL © 2011 65
- 90. Lorem ipsum dolor sitamet, consectetur adipiscing elit Lorem ipsum
- 91. Lorem ipsum dolorsit amet, consectetur adipiscing elit Lorem ipsum
- 92. Lorem ipsum dolorsit amet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit
- 93. Lorem ipsum dolor sitamet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit
- 94. Slide Headline • Loremipsum dolor sit amet, consectetur adipiscing elit. • Etiam tincidunt magna sit amet mauris placerat accumsan. – Donec a magna nisl, eget elementum erat. – Fusce tincidunt turpis id ligula commodo commodo. • Maecenas ut sem non neque ullamcorper accumsan ut vel ligula. • Proin fermentum sodales sem, et volutpat risus venenatis tincidunt. – In dapibus ultricies leo, sit amet eleifend urna consectetur eget. – Curabitur ut magna vitae nunc interdum lacinia ac id orci. • In dapibus ultricies leo, sit amet eleifend urna consectetur eget. • Curabitur ut magna vitae nunc interdum lacinia ac id orci. 7