starbucks - share warmth campaign
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Share Warmth
The Digital DawgsEmily Edwards, Turner Fordham, Sophie Frankham-Smith,
Hannah Hester, Julia Sykes and Lindsey Wesloski
Say hello to
Share Warmtha campaign that will enhance Starbucks’ image on a
local level and develop closer relationships with customers while sharing warmth with those who
need it most this winter: our nation’s homeless
This winter
Americans will be out in the cold.Starbucks can bring warmth and change.
Our Company | Our Customers Our Cause | Our Campaign
610,000
Corporate Overview● Founded in 1971 and is now the largest coffeehouse
company in the world
20,000stores
60countries
$16.4 bnin sales in 2014
36.7%market control
● Product portfolio includes hand-crafted drinks, coffee beans, teas, bakery items, fresh food items, small meals, gift items and branded items sold outside of Starbucks stores
Data from IBISWorld
SWOT AnalysisSTRENGTHS
● strong brand name and loyalty● cutting-edge technology● prime and strategic locations● corporate social responsibility
WEAKNESSES● negative publicity and
perception as “big brand”● higher prices than competition● product recalls and lawsuits
OPPORTUNITIES● expansion in emerging markets● leverage technology● highlight philanthropic efforts● increase product offerings
THREATS● increased competition,
particularly from local shops● saturated markets● supply issues and rising prices
Objectives
Enhance Starbucks’ image on a local level
+Help Starbucks develop closer relationships
with current and prospective customers
Target Audience
Millennials
Research
Data collected from survey. Respondents sampled from University of Georgia Millennial college students.
“Would you be more likely to buy a product from a company when you
know they donate to charities?”“Would you consider yourself
socially conscious?”
Research“After knowing about Starbucks’ foundation, cause-marketing and charitable donations,
would you be more likely to purchase coffee from Starbucks?”
“I’m all about supporting small businesses, but Starbucks has a
lot more of my respect now.”
“Do you view Starbucks as a leader in cause marketing?”
“Do you know that Starbucks gave $15.6 million to charity in 2013?”
Millennials and Giving Back● 75 % of young people donated to causes
last year and 63 % said they gave their time to volunteer
● 50% would be willing to reward companies that give back to society by paying more for their goods and services
● 47% of consumers have bought a brand at least monthly that supports a cause
Data from Millennial Impact Report by Nielson, 2013. Survey polled 6,522 people aged 20-35.
Cause PartnershipThe mission of NCH is to prevent
and end homelessness in America.● Starbucks’ mission is to inspire and nurture the
human spirit - one person, one cup, and one neighborhood at a time.
● Addresses “Big Brand” negative publicity and threat of increased local competition.
● In the winter and around the holidays, the homeless may not have anywhere warm to stay.
Execution of Share Warmth
1 2 3 4
Starbucks Mobile App
Point-of-Purchase
Social Media
Pop-up Shop Events at Shelters
Campaign
Campaign
Campaign ScheduleNo
v. 1 -
Jan.
30
P.O.P | cup sleeves, window clings and POS donations appear Nov. 1 to coincide with holiday product roll-out
SOCIAL | content sharing by Starbucks begins Nov. 1; #ShareWarmth promoted on P.O.P. released on Nov. 1
EVENTS | Pop-Up Shops begin week prior to Thanksgiving (National Hunger and Homelessness Awareness Week)
MOBILE | donation feature opens Nov. 1; messages and special offers scheduled throughout campaign
Campaign ScheduleSunday Monday Tuesday Wednesday Thursday Friday Saturday
1POP, Social and
Mobile Activated
2Social Content
3 4Message to App Users
Social Content
5 6Social Content
7App Offer: Mobile
Payment donates 10 cents to HCL
8Social Content
9 10Social Content
11App Offer: get double
stars by buying hot drink
12Social Content
13 14Social Content
15 16Pop-Up Shop:
New York City and Boston
Social Content
17Pop-Up Shop:
Philadelphia and Washington, D.C.
18Pop-Up Shop:
Los Angeles and San FranciscoSocial Content
19Pop-Up Shop:
Portland and Seattle
20Pop-Up Shop:
Atlanta and MiamiSocial Content
21Message to App Users
22Social Content
23App Offer:
Buddy Drinks
24Social Content
25 26Social Content
27 28Social Content
29 30Social Content
31 N O V E M B E R
Measures of Success1. New social followers on Instagram, Facebook, and
Twitter attributed to the launch of the campaign a. measured on targeted, local levels
2. Customer and Employee Engagementa. Session length of users on mobile app
b. measuring participation/engagement during Pop-Ups or Point of Purchase vehicles
3. Conversion Rate 4. Post-Campaign Survey
Share Warmth
SOCIAL
P.O.P
MOBILE APP
EVENTS
Enhance Image. Build Relationships.Restore Lives.
Share Warmth