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GAME PLAN
• Consumer segmentation analysis • Introduce our target • Provide consumer insight • Creative strategy • Brand positioning statement • Media strategy • Wrap up
CONSUMER SEGMENTATION ANALYSIS
SOCIAL BUTTERFLIES • Demographics: • Who am I?
“You’re like ‘Oh, let’s get a cup of coffee’ and you actually do, it’s a really nice way to meet up……there’s just something very easy going about that… it’s a lot less pressure”
• Why do I go to Starbucks?
MEETERS
• Demographics • Who Am I?
“when coordinating where to meet a client you want a central location convenient for both parties, not just yourself.” –Alex Goodwin
• Why do I go to Starbucks?
FREE-LANCERS
• Demographics • Who Am I?
“People probably think I’m unfriendly because I am so focused and don’t speak to anyone. But if people around me are talking, I will shush them.”-Free Lancer, age 25
• Why do I go to Starbucks?
QUICK FIXERS
• Demographics: • Who am I?
“I associate the taste of coffee with productivity and working hard.” -Zach Doyle
• Why do I go to Starbucks?
LOCALS
• Demographics: • Who am I?
“Barista interactions are important to me. I come to Ozo all the time because it has the best coffee, I enjoy the people and the atmosphere there.”
• Why do I go to Starbucks?
WORKER BEES
• Demographics: • Who am I?
“I am motivated by the idea of success- not necessarily money, but more the pride and feeling of knowing I am making a difference and have an important role in society.” –Carolyn Swisher
• Why do I go to Starbucks?
TIME-KILLERS
• Demographics: • Who am I?
“Barista interactions are important to me. If I have a nice, brief interaction with the barista it makes my coffee taste better.” – Time Killer, age 20.
§ Why do I go to Starbucks?
THE OPPORTUNITY
• Looking for a place to take a break in their day • Value Relationships • Usually would choose a smaller, local shop • Connecting with this customer creates a new
segment for Starbucks to hit
CONSUMER INSIGHT
• This person goes alone to Starbucks but is seeking a social interaction • Running into a familiar face • Social media • Barista interactions “I like to go to a place like Starbucks with outlets and other things I need. It’s not like I’m going there to try and get stuff done, just checking emails and I really like to run into people I know and catch up quickly.” -Female, age 21.
BRAND POSITIONING STATEMENT
• Brand: Starbucks • Target: Time-Killers • Benefit: A place to run into friends or chat with the barista during
a short break in their busy day • Support for Benefit: Convenient locations, inviting environment,
positive barista interactions • Brand Personality: Friendly, extroverted, open-minded, easygoing,
like Blake Lively.
Single Most Persuasive Idea
CREATIVE STRATEGY
CLIENT: STARBUCKS
Starbucks is the largest coffee company in the world. It is based in Seattle, WA
and is well-known for its freshly brewed beverages and atmosphere that is
universally appealing.
Background:
To make the Time-Killers choose Starbucks as their go-to “break space”
rather than other competing coffee shops.
Objective:
The Time-Killers. They are busy, down-to-earth people who care about balancing
their work and social lives and value relationships.
Target Audience:
• Each Starbucks is in agreement with its location; its interior and exterior match the “vibe” of the place
• Its customers would say that they experience positive interactions with the baristas
• Strong social media presence • It provides an environment with
convenient locations around the world where people can go to take a break in their day to be social.
Prove It:
Friendly, extroverted, open-minded, easygoing
Brand Personality:
Changing the perspective on how you socialize.
MEDIA STRATEGY
• Instagram- Easy way to connect on a casual basis • Snapchat- Quick way to get the word out about
promotions or new drinks via the The Way I See it Story
• Print- Airports • Twitter- Feedback mechanism/ Idea generator
#THEWAYISEEIT- INTEGRATIVE & INTERACTIVE
MEDIA STRATEGY- SNAPCHAT
MEDIA STRATEGY- PRINT
PERSPECTIVE MATTERS
