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Shannon Moore NMDL Final PPT Presentation for Starbucks
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Starbucks Digital Marketing Strategy
Proposed by: Shannon MooreApril 16, 2012
Company Information• Mission Statement:– To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time• Key Principle:– When we are fully engaged, we connect with, laugh with,
and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection
• Overarching goal of improving the lives of their
customers– Promoting healthier food and drink options literal
interpreation of improving the “human spirit” and “[uplifting] lives’
Challenges and Goals
Challenge:• Known for sweet, savory drinks and treats– Often associated with being high-calorie
Goal:• In the minds of customers, be thought of as a
healthy food and beverage establishment– Reach out and gain a new demographic of
customers (healthy eaters)
Theme for Strategy
• Market all of Starbucks healthy drink and food options– Low-calorie• Most food selections are under 500 calories
– “Skinny”– Reiterates company’s mission and principles• Improving lives
• 3 components to overall strategy:– Social media, Internet marketing, Mobile
marketing
Target Market
• Healthy eaters• Weight-conscious individuals• Fit and athletic people• Ages 22-35– Specifically (or more geared towards) women
Part 1: Social Media
• Successful Facebook, Twitter, LinkedIn– Leverage by making daily posts referencing lower
calorie drinks and food options• Healthier ways to order (ex: “skinny”)• Offerings• Specials
• Blog posts
Part 2: Internet Marketing
• Google AdWords and Facebook Ads campaigns– Keywords to target target market– Proposed advertisement:
Delicious Drinks Without the Guilt
No Taste Lost, Only Calorieswww.Starbucks.com/skinny-coffee
Part 3: Mobile Marketing
• New app for smart phones– Dedicated solely to the promotion of healthy
items available at Starbucks• Daily healthy option, coupon, etc.
– Promote purchase or raise awareness
• Customer-wide text message program– Eligible after purchase of 3 low-calorie items– Coupon– Do not have to have a smart phone
Metrics of Success
• Social Media– Likes, comments, Tweets and Retweets, Friends,
Follows– Links clicked on
• Internet Marketing– Facebook and Google built in analytics
• Mobile Marketing– Tracking of coupon usage, app downloads, text
message program sign up, periodic surveys
Budget and Timeline
• Total Budget: $1,775,000– Social media: $200,000– Internet marketing: $700,000– Mobile marketing: $875,000
• Timeline:– Launch in late winter, early spring– Launch all strategies around same time,
complementary