Media and Marketing Communication MKT 250/2

Fall 2016By:

Revekka Babitskaya, Natalia Rozdiestwienskaja

11st of November,20161

ContentsIntroduction…………………………….…..slide

3

Introducing the “Tweet-a-Coffee” Starbucks Campaign…….…………………….…..…....slide 4

Purpose ……………………………….…..slide 5-6

Creating and Building IMC………..…...….slide 7

Building loyalty & Relationships.….....slide 8-9

Conclusion …………………...………..…....slide 10

Bibliography ……………………..…..…….slide 11

2

Introduction

3

Introducing the “Tweet-a-Coffee” Starbucks Campaign

4

Purpose

5

● Integrate the brand into consumers lives => Brand Awareness

● Increase sales through Twitter exposure

● Expanding the Target Audience and clientele

● Obtaining further information about loyal customers

Outcome of Campaign

Creating and Building an IMC

7

Building loyalty & Relationships

8

Conclusion10

BibliographyMcNamara, T. and Moore-Mangin, A. (2015). Starbucks and Social Media: It's About More than Just Coffee. [online] EContent Magazine.

Available at: http://www.econtentmag.com/Articles/Editorial/Commentary/Starbucks-and-Social-Media-Its-About-More-than-Just-Coffee-103823.htm [Accessed 3 Aug. 2015].

Arens, W.F., Weigold, M.F. and Arens, C. (2012) Contemporary advertising: And integrated marketing communications. 14th edn. New York: McGraw-Hill Higher Education. page 287

Welch, Michael and Jerome Buvat. Starbucks: Taking The “Starbucks Experience” Digital. 1st ed. Capgemini. Web. 31 Oct. 2016.

Ajani, S. (2013) Starbucks’ Tweet-a-Coffee campaign generated $180, 000 in sales, HUGE long-term benefits - the keyhole Blog. Available at: http://keyhole.co/blog/starbucks-twitter-campaign/ (Accessed: 31 October 2016).

Turning Tweets into sales: Starbucks’ ‘Tweet-a-Coffee’ (2013) Available at: http://www.business2community.com/twitter/turning-tweets-sales-starbucks-tweet-coffee-0683993#vLOWqTVPxIhcquVd.97 (Accessed: 31 October 2016).

"Who Is Starbucks' Target Audience?". Smallbusiness.chron.com. N.p., 2016. Web. 31 Oct. 2016.

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