Starbucks At Home - Digital Media Strategy

STARBUCKS A

T

HOME

BY AVA J

ACOBS

NM

DL

THE BIG IDEASTARBUCKS AT HOME• Already popular as a coffee shop• Coffee available in k cup, instant,

and bagged• Target those who like to make

their own coffee or don’t have time to go in-store

TARGET

AUDIENCE

• Busy moms• White collar

workers• Elderly• Health conscious• Middle/upper class• Eco friendly

• Social media• Blogging• Google AdWords• Inbound Marketing

TOOLS AND TACTICS

SOCIAL MEDIA STRATEGY

TWITTER FACEBOOK INSTAGRAM

• Social media searches• #starbucksathome• Online contest

BLOGGIN

G

& SEA

RCH ENGIN

E

OPTIM

IZATI

ON• Create a “Starbucks At Home” blog• Utilize SEO• Connect with current popular

bloggers

GOOGLE ADWORDS

KEYWORDSbest coffee, coffee beans, coffee brands, coffee shop, espresso, iced coffee, k cups, Starbucks locations and Starbucks menu

BUDGET• TOTAL ADVERTISING EXPENSES IN

2013• $205.8 million

• PUBLIC RELATIONS PROFESSIONAL• $40 thousand per year

• GOOGLE ADWORDS• $11.5 thousand per 2k clicks

MEASURING

• Monitor use of #starbucksathome

• Klout• Measure sales

SUMMARYGOAL• Increase awareness and sales of

packaged and single serve Starbucks coffee

STRATEGY• Engage target audience through

the use of digital marketing