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