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