Starbucks "Note to Self" Campaign

This document provides a marketing campaign summary and strategy for Starbucks to retain customers and market share in response to competition from McDonald's premium coffee drinks. The campaign's theme is "Note to Self" and will use humor to remind people that financial shortcuts, like switching from Starbucks to cheaper coffee, may not be the smartest choices. The target market is 18-34 year-olds who are newly independent. The campaign will use various traditional and non-traditional media to reach this audience over the course of a year with the goal of increasing customer retention and feelings that Starbucks is worth the price.