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Starbucks Campus Cafe Comm Plan (1)
Starbucks is launching a pilot campus café at NYU's Stern building on January 20, 2015, aiming to enhance its market presence and expand its corporate social responsibility initiatives. The project includes key strategies to communicate with media, local communities, and students while emphasizing operational efficiency and sustainability. The initiative also features training programs for employees and students, with plans for evaluation and potential expansion to other universities.
Starbucks Campus Cafe Comm Plan (1)
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- 2. EXECUTIVE SUMMARY With increasingeconomic 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
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- 4. BUSINESS OBJECTIVES •Increase marketshare •Broaden CSR initiatives •Expand national visibility of the Campus Café
- 5. 5 COMMUNICATION OBJECTIVES •Raise awarenessabout the launch •Develop relationships with the local community •Inform employees about new outreach initiatives
- 6. 6 AUDIENCES • Media • NationalAcademic Community • Local NYU/Downtown community • SBUX Employees
- 7. KEY MESSAGES •The CampusCafé 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 mediarelations to engage and educate audience • Build relationships with local community by anticipating and responding to community expectations and concerns
- 9. 9 • Exclusive interviewwith 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 ForLocal Community: • A Social Media Campaign Exclusive Campus Café cup
- 12. • Starbucks University StarbucksManagement Lecture School Scholarship COMMUNITY RELATIONS TACTICS For Academic Community:
- 13. 13 COMMUNITY RELATIONS TACTICS ForAcademic 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 internalemployee memoranda • NYU student employee opportunities For Internal Employees: COMMUNITY RELATIONS TACTICS
- 15. TIMELINE Nov MayDec JanFeb 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 • Createa business model to be applied to campus café’s nationwide • Begin pitching media sources • Create social media accounts to monitor engagement