This document outlines a public relations campaign for Starbucks to promote itself as a global and community-oriented company by providing disaster relief. The campaign's objectives are to help victims of natural disasters, promote Starbucks' community involvement, and encourage customers to think of giving back. The plan includes collecting donations in stores, organizing blood drives, and coordinating volunteer efforts to rebuild homes. Starbucks aims to evaluate the campaign's success through surveys, interviews, and monitoring social media and donations.

1. Starbucks: A Partner in the
Global Community
KATIE GOODLING, MICHELE HLADIK AND
LINDSEY SCHELTEMA

2. 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

3. Communication
 Thorough and effective communications
 Social media presence
 Company website
 Online Newsroom, financial section and
employment information
 Internal communication

4. Goals
Our goal for this campaign is to make Starbucks known as a
community oriented, helpful, and reliable company that people
can depend on by providing help to those who lost basic needs
due to some type of disaster.

5. 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”

6. Themes and Messages
Theme: 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

7. 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

8. 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

9. The Plan – Part Three
 Help rebuild homes destroyed by natural disaster
 Organize volunteers
 Coordinate travel and living for volunteers
 Gather necessary tools and supplies

10. 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

11. 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

12. 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

13. Evaluation Plan
 On going weekly surveys
 Organization and affected family interviews
Track assisted families for success
 Monitor social media sites
 Track donations and donation amounts
 Starbucks Card

14. Conclusion
This campaign will not only bring the world together and
educate the Starbucks consumer on community service, but it will also
allow the world to see that Starbucks does indeed care for every
international culture and society.

15. References
Bobbitt, 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=01d1rwt096
Good 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.html
Hope and encouragement for humanity. (n.d.). Retrieved June 10, 2011, fromhttp://h-e-h.org/378975.ihtml
Midson, 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.php
Missions and service. (n.d.). Ashland United Methodist Church. Retrieved June 20, 2011, from
http://www.aumcfamily.org/MissionsandService/DisasterReliefProjects/tabid/100/Default.aspx

16. References Cont.
Rachel’s blog: Illustration Friday – Disaster relief (n.d.). Nothing rhymes with Rachel. Retrieved
June 10, 2011, from http://www.mechanicalcat.net/rachel/log/Look/Illustration_Friday_-
_Disaster_Relief
Starbucks (2011). Retrieved from www.starbucks.com on May 24, 2011.
The Global Family Inc. (2010). Retrieved June 10, 2011, from http://theglobalfamilyinc.org/
Trademark infringement photo number 11. (2010). Intellectual Property Blog. Retrieved June 12,
2011, from http://bkgg.wordpress.com/2010/07/page/2/