PDF Media Plan - Starbucks

[Pages:8]STARBUCKS BRAND CUSTOMER ENGAGEMENT MEDIA PLAN

Prepared by: Gina Neace COMSTRAT 564 Washington State University, Spring 2017

EXECUTIVE SUMMARY:

The rules of marketing have changed. Gone are the days where flashy TV ads designed to create buzz are enough. Today, we live in a diverse, multi-screen world where brands must not only reach consumers during the moments that most influence their decisions1, but also work to build compelling experiences that keep advertising savvy consumers engaged. According to Demetre Chrisou, Operations Manager at Flexstone Coatings Inc., "The average consumer these days, regardless of demographic, has grown up surrounded by invasive marketing and advertising campaigns. As a result, they have developed into savvy navigators, essentially immune to many different forms of traditional advertising. People are adept at identifying when something is being sold to them and most folks have learned to tune-out the majority of obnoxious `in your face' advertising media that conquers our screens and airwaves."3 Utilizing Greg Satell's objectives model (shown right) of awareness, sales, and advocacy, this document presents the framework for a customer engagement and media plan that is rooted in engaging with and building relationships with current and prospective STARBUCKS FIT consumers. STARBUCKS FIT is a line of healthy food and beverage options that will rotate seasonally. In addition to more sugar-free flavors, gluten-free products, vegan and organic items being available, seasonal fruits and vegetables will be available for purchase at all Starbucks locations.

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ENGAGEMENT PLAN:

Objective 1: Connect STARBUCKS FIT To Consumer's Life

Generate awareness and spark interest surrounding STARBUCKS FIT product line and offerings.

Strategy 1: ATTENTION

Consumers are more likely to buy products they are familiar with, making brand awareness a key element. In an effort to build intrigue through innovative, engaging experiences that generate awareness surrounding STARBUCKS FIT, the following touchpoints and media are recommended:

TOUCHPOINTS:

? Sponsorship of Community Events ? Support events that positively align with STARBUCKS FIT. These events may include (but are not limited to) local 5K run/walks, outdoor summer concert series, farmer's markets, local sporting events, and expos.

? Product Idea Contest ? Hold a contest where consumers can create and submit a unique, healthy food option for the upcoming STARBUCKS FIT seasonal menu. Video submissions of contestants making their creations will be uploaded through the STARBUCKS FIT microsite. STARBUCKS FIT will select 10 finalists and post the videos to the STARBUCKS FIT microsite for the public to vote on. The winner of the contest will get their creation featured on the next seasonal menu.

MEDIA:

? Event promotional assets (i.e. signage, flyers, samples, coupons, etc.) ? National television ? Local radio ? Display: high-impact and takeover media executions on broad reaching sites ? Social Media: Facebook, Twitter, Instagram

Strategy 2: EVALUATION

Providing customers convenient platforms in which they can learn more, begin to connect, and provide feedback on their terms is essential to the education and evaluation process. In an effort to spark dialogues and educate target audience members on STARBUCKS FIT, the following touchpoints and media are recommended:

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TOUCHPOINTS:

? STARBUCKS FIT Microsite ? A designated platform where current and potential consumers can learn about all of the STARBUCKS FIT product offerings ? what they are, how long they will be available for, price point, and nutritional value. Additionally, the product idea contest as well as sponsored and community events STARBUCKS FIT will be participating in will be included on the microsite.

? Video Series ? Create a video series that showcases the different products, educating consumers on where the ingredients are from, the rationale behind the products, and how they're considered a "fit" product (for example, high in protein). Videos will live on the STARBUCKS FIT microsite, Starbucks YouTube channel, be shared on all social media channels (Facebook, Twitter, and Instagram), and used as pre-roll ads.

MEDIA:

? Online: standard display, paid search, programmatic media ? Social Media: Facebook, Twitter, Instagram

Objective 2: Increase Sales Of STARBUCKS FIT Products

Insert STARBUCKS FIT into people's daily schedule, reaching consumers throughout their day and at their point of purchase.

Strategy 1: RECENCY

Continuously exposing consumers to a brand allows for a powerful presence to be built within the mind of the consumer, staying top-of-mind for when he/she is close to or at the point of purchase. In an effort to deliver continuity, thus staying top of mind with consumers, the following touchpoints and media are recommended:

TOUCHPOINTS:

? Dedicated Social Media Pages ? Create and maintain dedicated STARBUCKS FIT Facebook, Twitter, and Instagram pages where images, tips, stories, and/or videos pertaining to STARBUCKS FIT products will be posted. Posts on each platform to include a call to action and will be made on a daily basis.

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? Emails ? Connect and engage with consumers on a constant basis via newsletters, thank you emails, surprise emails, and exclusive deal emails (ex. coupons or rewards for sharing). Emails to include a call to action button (with the exception of thank you emails) and be sent out no more than 3x per week to avoid being obnoxious to consumers.

MEDIA:

? Online: standard display on contextually relevant sites, retargeting, programmatic ? Social Media: Facebook, Twitter, Instagram

Strategy 2: PROXIMITY

Capitalizing on the activities that consumers are already involved in allows brands to interact and reach target audience members where they are. In an effort to increase interactivity and align STARBUCKS FIT into consumers daily schedule, the following touchpoints and media are recommended:

TOUCHPOINTS:

? Store Locations ? Utilize inside and outside of Starbucks locations to tout the ubiquity and accessibility of STARBUCKS FIT.

? Partners (Baristas) ? Educate partners on all STARBUCKS FIT products at all Starbucks locations so they are equipped to answer any questions, help, and educate customers.

? Guerrilla Marketing/Street Teams ? Directly engage with potential consumers through the utilization of brand ambassadors. Wearing branded attire (shirts, hats, aprons, etc.), brand ambassadors would hand out STARBUCKS FIT promotional materials (i.e. coupons, tchotchkes) and samples to potential consumers walking by and/or near Starbucks locations in high traffic areas during peak hours (i.e. downtown locations at the beginning or end of work day).

MEDIA:

? In-store signage ? Out-of-home billboards ? Street team assets (i.e. samples, coupons, tchotchkes etc.) ? Mobile: location based targeting ? Social Media: Facebook, Twitter, Instagram

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Objective 3: Cultivate A Community Of Advocates

Create and nourish an environment in which STARBUCKS FIT can positively connect and interact with consumers, building a network of brand advocates.

Strategy 1: VALUE EXCHANGE

According to Greg Satell, "Brand value exchange has become a crucial component of the post-promotional paradigm. Brands, if they are to gain share of synapse, must create connections that transcend a purchase."4 In an effort to create intangible value, forging an emotional connection, inspiring and supporting consumers in their everyday life, the following touchpoints and media are recommended:

TOUCHPOINTS:

? STARBUCKS FIT Loyalty Program ? Create incentive based initiatives that encourage consumers to participate and purchase products. Consumers enrolled will have access to exclusive deals as well as the opportunity to partake in a variety of "dashes" that will range from purchasing so many STARBUCKS FIT products in an allotted amount of time to participating in activities or events (ex: checking in at a local fair that STARBUCKS FIT is sponsoring). Prizes will include free STARBCUCKS FIT products.

? Partners (Baristas) ? Employees to provide exceptional customer service to consumers before, during, and after the point of purchase. Individuals should act personable, respectful, helpful, and kind.

MEDIA:

? Mobile App ? Mobile: display ? STARBUCKS FIT Microsite

Strategy 2: COMMUNITY

By focusing on the local community, customers and employees will not only be happier, but also proud to be associated with the brand, resulting in greater successes for the company. In an effort to build unique opportunities to connect with consumers that encourage sharing, exploring, and growth, the following touchpoints and media are recommended:

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TOUCHPOINTS: ? Community Outreach ? Organize projects for employees to partake in that enrich

the local community. Projects may include (but are not limited to) litter pick-up at a local park, clean off graffiti from buildings, host a clothing drive, canned food drive, book drive, or block party, and plant trees. ? Dedicated Social Media Pages ? Connect and engage with consumers on dedicated Facebook, Twitter, and Instagram pages. In addition to responding to consumer questions, comments, and/or concerns that are posted, fun, light-hearted, encouraging posts and invitations to join/participate in community outreach projects will be posted. MEDIA: * No Paid Media within this touchpoint

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REFERENCES:

1. D Court, D Elzinga, S Mulder, O Vetvik. (2013, June). The Consumer Decision Journey [Web log post]. Retrieved from

2. G Satell. (2013, April 3). Rethinking Marketing Strategy For The Digital Age [Web log post]. Retrieved from

3. D Christou. (2015, October 26). Native Advertising: Content Marketing catered to the modern, savvy consumer [Web log post]. Retrieved from

4. G Satell. (2012, February 22). Brand Engagement and Value Exchange [Web log post]. Retrieved from

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