Starbucks "Note to Self" Campaign
- 1. worth every sip. 1818 worth every sip. At some point everyone tries to save a dime, but is it worth it? At Starbucks, we make sure you get more for what you pay for - high quality coffee, committed baristas and a welcoming environment. note to self:cars don’t run without gas www.starbucks.com/notetoself
- 2. 19 note to self:stop settling for the cheap seats worth every sip. At some point everyone tries to save a dime, but is it worth it? At Starbucks, we make sure you get more for what you pay for - high quality coffee, committed baristas and a welcoming environment. www.starbucks.com/notetoself
- 3. 20 note to self:stop settling for the cheap seats worth every sip. At some point everyone tries to save a dime, but is it worth it? At Starbucks, we make sure you get more for what you pay for - high quality coffee, committed baristas and a welcoming environment. www.starbucks.com/notetoself note to self:don’t buy cheap jewelry worth every sip. At some point everyone tries to save a dime, but is it worth it? At Starbucks, we make sure you get more for what you pay for - high quality coffee, committed baristas and a welcoming environment.
- 4. worth every sip. 21 note to self:spend more than a dollar on my next razor worth every sip. At some point everyone tries to save a dime, but is it worth it? At Starbucks, we make sure you get more for what you pay for - high quality coffee, committed baristas and a welcoming environment. www.starbucks.com/notetoself
- 5. worth every sip. 22 non-traditional media Postings Postings will be put all over se- lected cities in areas such as pub- lic restrooms, message boards and other publically located ar- eas. The purpose of the postings is to drive consumers to the Star- buck’s website. Table Tents These table tents will be placed on tables in Starbucks stores driving traffic to the website, we will also use in December dur- ing the “Gold Card for the Global Fund” fundraiser. Cheaper isn’t always better. Has something bad happened to you while trying to pinch pennies? Express your regret at Starbucks.com/notetoself for a chance to win a $20 Starbucks gift card and to have your story featured on the site. note to self: worth every sip.
- 6. worth every sip. 23 We will launch a new micro-site through which Starbucks customers will be able to partici- pate in the nation-wide “Note to Self” contest. This contest will give customers the opportunity to share their bad experiences when sacrificing quality for price, in the form of video and blog testimonials. For 10 months Starbucks will select 10 “regrets” to be featured in the stores and on the Web site for the following month. If a customer’s feature is selected they will be sent a $20 gift card. Out of the 10 that are featured every month, customers will then log in to the website to select their favorite for each month. The winning “regret” will be nominated to participate in the grand prize contest. In May of 2010 these finalists will be featured on the website again for consumers to select the grand prizewinner. The winner will then receive free regular coffee for a year and have their story made into a nationwide advertisement for Starbucks. The contest will give sippers and gulpers an opportunity to interact with the brand in the media vehicle that our target audience uses most frequently. Submit a Blog Submit a Video See all of this month’s features Vote on your favorite Express your “penny pinching” regrets here! RED+ Store Locator Click here to search for a store or event. site map customer service your account bad things can happen when you try to save a dime. note to self: worth every sip. Cheaper isn’t always better. Has something bad happened to you while trying to pinch pennies? Express your regret here for a chance to win a $10 Starbucks gift card and to have your story featured on the site. starbucks.com homepage starbucks YouTube page promotions contact us “note to self” micro-site PROMOTIONS
- 7. worth every sip. 24 “notes from the road” The “Notes From the Road” promotion is a guerilla-marketing tactic aimed to create media buzz on a national level. Starbucks will set up two different kiosks within 50 feet of each other, with one Kiosk staffed by Starbucks baristas serving Starbucks coffee, and the other staffed by actors serving “dollar deal” coffee. The baristas serving coffee at the Starbucks Kiosk will be the top five Baristas in the nation, while the actors will make the alternate choice one customer will regret. After each customer makes their decision they will be given a flyer promoting the “note to self” website. In order to have the highest impact on our target market the 18-34 year old Gulpers and Sip- pers the kiosk will visit key cities known for their young professional scene. In May of 2009 it will start in Boston, and from there it will travel through New York City, Chicago, Washington D.C., Charlotte, Atlanta, Houston, Austin, Los Angeles, Sacramento, San Francisco, and ending its journey in Seattle in August of 2009. The Kiosk will spend four days in each city, moving to a different part of the city each of the three days. It will also be giving back to each city it visits, 15 percent of the coffee profits from each day of operation will be donated to the local school system. This event will pay off on the “note to self” strategy because customers will be forced to make a choice between quality and price. There will be a national press release announcing the beginning of the road-trip and subsequent press releases sent to the individual markets as the Kiosk arrives. “Notes from the road” video testimonials, available on the Star- bucks YouTube channel (accessible via the micro-site), will also create media buzz. PROMOTIONS
- 8. worth every sip. 25 S PROMOTIONS NEW YORK CITY; May 23, 2009 Starbucks Kiosk Road-trips Across the U.S. Customers presented with choice between quality service and “dollar deal” ―— Starbucks coffee company is sending its baristas on the road for the summer. The kiosk will travel from its origin in New York City’s Time Square through 12 other cities to end its trip in Seattle, the birthplace of the company. The “notes from the road” gives customers the ability to control the quality of their coffee- drinking experience and to give the company direct feedback about their thoughts on its per- formance. The Kiosk renders a comical distinction between “quality service” and a “dollar deal” for each customer to choose from. Customers are then able to record their own “Note to self” to be submitted to the Starbucks micro-site as “Notes from the Road.” The Kiosk will spend four days in each city, moving to a different part of the city each of the three days. It will also be giving back to each city it visits, 15 percent of the coffee profits from each day of operation will be donated to the local school system. Starbucks’ “notes from the road” reinforces its dedication to the quality of its service and the quality of its product, and shows its dedication to providing an excellent experience to its cus- tomers. About Starbucks Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the compa- ny is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experi- ence to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com. Contact Information: Ambrosia Paglen 828-773-0767 ambrosia.paglen@addict.com Alisa Martinez (206) 318-7100 press@starbucks.com “notes from the road” press release
- 9. worth every sip. 26 “note to self” Welcome Packets will be delivered to 25 universities and 25 businesses nation- wide for freshmen and new employees, respectively. The new employee packet will include, a Starbuck’s Mug, a Starbuck’s “Note to Self” memo pad, a Starbucks pen, a free “tall coffee” cou- pon as well as information on the Starbucks Gold Card. The new student packet will include, a “Note to Self” memo pad and pen, with a coupon for a free “tall coffee” and information on the Starbucks Gold Card. This promotion will serve as a customer reward tactic that will infuse the Starbucks name into the daily lives of the most impressionable segments of our target audience. The merchan- dise will serve as a constant reminder of Starbucks’ quality product, while the coupon will offer an incentive to visit the store. “note to self” welcome packets Starbucks’ will donate 10% of all Gold Card purchases to the Global Fund during the month of December. This partnership will be promoted through the “Note to Self: Support the Global Fund” event and direct e-mailings. In-store posters and table tents will also be used to promote the program. This charity partnership allows us to connect with our target au- dience because HIV/AIDS is a prevalent topic and a fundamental concern for their generation. Gold Card PROMOTIONS Note to new employees: Congratulations, you made it! Get ready to start an exciting new journey. At Starbucks, we want to help you stay focused and energized as you tackle new challenges and wonderful opportunities. Please enjoy your complimentary Starbuck’s pen, mug, notepad and coupon. Re- member to make every experience worth it and to live without regrets. Sincerely, Starbucks Worth Every Sip Note to freshmen: Congratulations, you made it! Get ready to start an exciting new journey. At Starbucks, we want to help you stay energized as you create new memories and encounter wonderful op- portunities. Please enjoy our Starbuck’s pen, notepad and coupon. Remember to make every experience worth it and to live without regrets. Sincerely, Starbucks Worth Every Sip
- 10. worth every sip. 27 NS PROMOTIONS NEW YORK CITY; November 26, 2009 Starbucks Promotes “Gold Card for the Global Fund” Giant Starbucks cups invade five metropolitan areas ―— On November 27, Starbucks will launch its “Gold Card for the Global Fund” fundraiser. Star- bucks will donate 10% of all Gold Card purchases during the month of December to the Global Fund. The launch will hinge around the “Note to Self: Support the Global Fund” event. At this event, Starbucks will invite consumers to text in their own “Note to self” experiences. The focal point of these events will be gigantic Starbucks coffee cups that will appear in Boston, New York, Los Angeles, Seattle and Atlanta tomorrow. Starbucks will place oversized (40 feet tall, 20 feet wide) cups in each of the five cities. At these stands, observers will be able to text in their own “Note to self” experience that will be projected onto the cups. Not only will observers be able to share experiences where they tried to save a dime and regretted it, but they will also be able to learn more about the Global Fund. Starbucks will donate $1 for every text message received tomorrow to the Global Fund. In New York, Radio Station Z100’s personality, Niko, will host the event in Washington Park, where he will be accompanied by Global Fund Spokesperson and celebrity pop singer, Bono. About Starbucks Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roast- ing the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through the com- pany’s unwavering commitment to excellence and its guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit the nearest Starbucks store or online at www.starbucks.com. About the Global Fund The Global Fund was established in January 2002 to combat AIDS, tuberculosis and malaria. The organization is the international leader in funding for tuberculosis and malaria, and pro- vides 20% of all international funding used to fight HIV/AIDS. The Global Fund is supported by 136 countries and claims to have saved 1.9 million lives as of June 2007. Contact Information: Harrison Parker 555-955-3389 harrison.parker@addict.com Alisa Martinez (206) 318-7100 press@starbucks.com global fund press release
- 11. worth every sip. 28 This event will kick off the promotion of Starbucks’ “Gold Card for the Global Fund” fundraiser. Large (40 feet tall, 20 feet wide) Starbucks coffee cups will be set up in Seattle, L.A., New York, Atlanta and Boston. These cups will have large screens projected onto them, and will ap- pear in high traffic areas within the cities. People can text in a story about when they tried to save a dime and regret- ted it, and these texts will be dis- played on the cup through the pro- jection screen. Starbucks will donate $1 for every text message received to the Global Fund. The event will be held on Friday, No- vember 27, 2009, in the top five cities for young professionals. This day is Black Friday, so the event will be able to take advantage of high pedestrian traffic. The cups will be placed in Washington Park in New York, Lennox Mall in Atlanta, Down- town Crossing in Boston, Pioneer Square in Seattle, and Westwood Village in Los Angeles heavily trafficked by younger shoppers. Participant texts will be dis- played on the cups along with information about the Global Fund, drink specials, and other pro- motional offers. Radio personali- ties from the top pop radio stations of the respective cities, along with Global Fund Spokespersons, will play music and entertain the crowds. Radio spots and “Note to Self” posters will pre-promote the event one-week prior. This initiative will pay off on the “note to self” strategy by fur- thering the interactive element of the campaign. This interactive element will serve to strengthen and reinforce our message that Starbucks is worth every sip. note to self: support the global fund PROMOTIONS
- 12. worth every sip. 29 NS zingo co-sponsorship Note to Self: Don’t drink and drive Starbucks will co-sponsor a free “safe-ride” weekend March 19-21, 2010, in all ten cities that Zingo serves. This weekend is optimal for this promotion because it is in the middle of the NCAA basketball tournament, St. Patrick’s Day festivities and college spring breaks. Customers will receive a Starbucks/Zingo “note to self” business card to remind them to make the right choice at the end of the night. Our target demographic is young and socially active, thus bars are an appropriate place to reach them. Accordingly, the co-sponsorship will promote that drinking and driving, while the cheaper choice, is not the right choice. This promotion fits into the campaign strategy because it implies that bad things can happen when trying to save a dime. PROMOTIONS
- 13. worth every sip. 30 New York Radio Spot “Note to Self: Support the Global Fund” Event 30 seconds: Narrator: On Friday, November 27, Starbucks will launch its “Gold Card for the Global Fund” fundraiser. Starbucks has teamed up with the Glob- al Fund to help raise funds and awareness for AIDS, tuberculosis, and malaria. Starbucks is kicking off this fundraiser in New York this Friday. Niko: Hey everyone it’s Niko here, telling everyone to come to Washington Park this Friday to join me in support of the Global Fund. I will be on-site playing all the hits, and a special guest will be there to educate the crowd on ways we can help fight these terrible diseases. Don’t miss out on your chance to help combat diseases that are affecting millions worldwide. Zingo Radio Spot 30 seconds: Narrator: It’s never a good idea to drink and drive. This weekend let Starbucks drive you home. On Friday and Saturday night Starbucks will be sponsoring Zingo Scooter Service’s late night driving service. So go out, have fun, and leave yourself a note: Get a free ride from Star- bucks and Zingo, call: (phone number here for reservations). radio spots PROMOTIONS
- 14. worth every sip. 31 S Coffee Habits: Our focus group participants had a wide range of coffee drinking habits, but most said that they visit a coffeehouse about 3 times a week or less. The majority of the participants said that they prefer to buy their coffee instead of brewing it at home. Also, most of them said that they consistently order the same beverage, occasionally changing up their order for seasonal spe- cials. A couple of the participants claimed that they could not live without coffee, but most said that they could do without. Individual Opinions: Most participants agreed that some of Starbucks’ cons are that it is too “girly”, too expensive and too loud, while it’s pros include the higher quality of its coffee, the customizable menu, and cozy atmosphere. Several participants added that competing coffeehouse chains like Caribou Coffee are better for group work and studying because they have bigger tables and more space to move around. When asked about Starbucks’ brand image, the words at the top of partici- pants’ evoked set included “glamorous”, “expensive”, “busy”, “professional”, and “consistent”. Feelings about McCafe: All of the participants considered McCafe a threat to Starbucks, and most admitted that they were tempted by the lower prices. However, al- most everyone said that they would rather walk around with a Star- bucks cup instead of a McDonald’s cup. Participants also insisted that McDonald’s does not have a welcoming atmosphere, is not a good place to socialize and offers a much lower quality product. The only draws that participants mentioned for McCafe were lower prices, hot food, and drive- thru’s. focus group insights Conducted on September 29th and 30th 2008 Participants were UNC students, male and female, ranging in age from 18 to 22.
- 15. worth every sip. 32 return on investment Overall campaign ROI will be measured in sales retention (compared to previous years) on a quarterly basis from the beginning of the campaign through its end. In order to more accurately measure consumer reactions and favorability towards the campaign, surveys will be conducted among Starbucks customers and coffee drinkers ages 18-34 before the campaign launch. These surveys will focus on consumer attitude toward Starbucks and measure proclivity to choose Starbucks coffees over those of McDonalds. Demographic samples of customers will also be tak- en to measure demographic composition of the stores. These surveys and samplings will then occur on a quarterly basis through the end of the campaign to determine how the campaign has shifted Sippers’ and Gulpers’ perception of Starbucks and how well it has retained them. Advertising: Internet click through rates will determine how many consumers are actively engaged by our message The web address listed on all print executions allows for the measurement of how many con- sumers are reached Gold Card for the Global Fund: Existing members: We will monitor incremental purchases over this time last year for cur- rent members, projecting a 20% increase in same store sales. New members: We anticipate that 5,000 new memberships will be secured during December 2009-January 2010. We will record the number of PR hits Big Cup: To assess the success of “Big Cup” promotion we will track the number of texts received and the number of coupons redeemed at participating stores. We will record the number of PR hits Zingo: To assess the success of the Zingo cross promotion we will give all riders a business card with a link to an online discount. We will then track the number of coupons redeemed Posters and flyers in local bars advertising the Zingo partnership will also direct consumers to this online discount. Notes from the Road Kiosks: The YouTube videos from this promotion will provide the means for mea- suring how many people were influenced. Number of views, number of times the video links are tagged, and number of comments made on the videos will all be measured. We will record the number of PR hits Business/College Packets: We will track the number of coupons redeemed by college students and business professionals who received a packet.