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Starbucks Evenings Advertising and Promotional Campaign

Prepared by:

Alona Sadovska

Bhavana Dutt

Mahshid Soufi

November 29th, 2015

Toronto

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SITUATION OVERVIEW

Brand Profile Starbucks customers are looking for ambience, experience and special treatment rather than having their drink and food

served fast or affordable. Starbucks “After Dark” is competing with bars and lounges near crowded venues where people

socialize in the evening like theatres, sports arenas, etc. Starbucks “After Dark” is your same relaxing coffee place with an

extended sophisticated offering after 4 PM: alcohol drinks and snacks.

Who are we talking to? We are focusing on 2 major groups of our existing customers who are now having more reasons to visit us in the evenings.

William is a young white-collar businessman working in telecommunications company downtown Vancouver, 2 blocks away

from his new condo. Every morning his path to work is laying through the Starbucks, grabbing William’s Grande Latte and

spending 15 minutes to read Vancouver Sun. William invites his colleagues to praise a successful deal showcasing his refined

taste and preference. He also knows that Stacy and Lil are not drinking alcohol and Brad missed his lunch; therefore he needs

to pick a place accordingly. The best option to satisfy everyone’s desires, William chooses Starbucks over other lounges and

bars as he knows Starbucks will live up to his expectations.

Alison has come back from a long vacation with her 3 y.o. daughter and decided to have a little chit-chat with her friend over

Château Montrose in a beautiful Villeroy & Boch glass. She also knows that Eva loves Caramel Macchiato and she is a food

blogger, so having a savory menu and delicious coffee are the criteria. Alison knows that they all value going to a cozy and

welcoming place rather than a crowded bar. Alison also loves the fact that they all can skip cooking at home for a night and

enjoy sharing the iconic Starbucks drink with addition of sophisticated evening menu, that makes her feel she is gaining back

her social status.

Marketing Communication objectives • to create interest, excitement, and conversation among the loyalists about Starbucks “After Dark” while initiating evening

gathering options in 1st quarter 2016;

• to promote a desire to come back to Starbucks after 4 pm introducing adding benefits to the usual coffee shop experience;

• to increase cross-selling and trial purchase of Starbucks premium wine and beer as well as the menu options, resulting in

15% revenue increase in 2nd quarter 2016;

• to increase consumption frequency of Starbucks family products through promotional introductory period 1st quarter 2016.

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MARKETING COMMUNICATION STRATEGIES

Positioning Statement For devoted Starbucks lovers looking for exceptional quality and personalized treatment, Starbucks is your favorite everyday

coffee shop that now offers an evening delightful ambience featuring a thoughtful selection of premium wine and craft beer

alongside the signature menu to unite and socialize with friends or colleagues in a distressing atmosphere.

The Big Idea

SEE YOU AFTER DARK

Identification of the role and importance of communications mix components

Starbucks will begin by creating awareness among the loyalists with a digital integration to generate excitement for the launch

of the Starbucks After Dark. Combined with in-store advertising and comprehensive social media strategy, conversation and

collaboration generated will connect After Dark to its target audience. An exciting event will give an opportunity to loyalists to

try new Starbucks After Dark offer and meet honored Chefs, which will create buzz among their social circle, sharing

excitement and satisfaction. The communications overall will point to taste, innovation, and welcoming atmosphere designed

and prepared specifically for Starbucks loyalists.

Key Message

Relax, unwind, sit, sip and savor...

ADVERTISING AND PROMOTION PLAN

Creative Plan

Creative objective

The new Starbucks After Dark message will communicate that there is a place to relax, unwind, sit, sip and savor for the

Starbucks loyalists. There is the only place we want our loyalists to think where they can combine favorite everyday premium

coffee experience with an exquisite range of wine and craft beer. All the creative will translate the notion that Starbucks After

Dark has tailored its new evening menu to create an ambience for those who want to feel their best.

Creative Strategy

• Appeal: Lifestyle, Positive

• Tone: welcoming, friendly, close but not intrusive, neighborly, loving.

• Style: Entertaining, simple and easy to understand, conversational, sophisticated, and elegant.

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Starbucks loyalists are seeking for an place that can divert their busy day with something so familiar, but at the same time so

innovative and can meet their lifestyle wants. Starbucks After Dark is welcoming their visitors in a friendly and positive

manner, making them feel they are the only one. All the components of the evening experience add even more elegance and

sophistication, which reflect the lifestyle of our loyalists.

Creative Execution

1. Imagery: Beauty-shots of Evening offers

2. Endorsement: Chef (Expert Opinion)

3. Testimonial: Satisfied Users (participants of the event)

After Dark will create a desire by showing food and drink shots, specially stylized for our sophisticated customers. During the

Launch Events, satisfied users will share their feelings and thoughts, initiating people from their social circle join them at the

After Dark evening celebration. Expert opinion will be introduced by Starbucks respected Chef, giving dining recommendations

and communicate with event participants, showcasing food and drinks of the choice.

Media Plan

1. Microsite

Stay in touch with us throughout our microsite. Have access to our morning and evening menu, our activities, promotions and

specials offers through Starbucks website.

Objectives:

• To increase the average visit duration by at least 10%.

• To increase number of blogging conversations on our microsite by at least 15%.

• To create a primary information source for After Dark offerings.

• To create great user-reading and navigation experience on our microsite.

Strategy:

Starting 2 weeks prior the launch date, we will direct Starbucks loyalists to our new microsite. The microsite

(www.afterdark.ca) will provide an opportunity to tell a more complete story about After Dark, from the news about launch

event to the gallery of sophisticated plates, wine and beer. Target customers will be directed to the microsite as this touch

point can act as the first touch point in the journey to purchase when it comes to evening time spending. Microsite will be a

primary source for any information throughout the whole existence of Starbucks After Dark.

Execution:

We shall begin by creating a page link on the starbucks.ca routing to and introducing Starbucks After Dark microsite and

showcase images of our offerings and “After Dark” menu. Visitors will be welcomed with the soothing lounge music as being

played in Starbucks stores during the launch. Content will be created through testimonial and launch event videos to engage

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with bloggers (managed by our Public Relations partner) on talking and generating conversation with our visitors. Another aim

of the microsite is to inform our loyalists from time to time on the latest buzz and happenings for “After Dark”.

2. Mobile app

Allow Starbucks to establish a one-to-one marketing relationship with customers and deliver tailored services and custom

offers for After Dark launch.

Objective:

• To increase awareness of Starbucks After Dark through pop-ups ads;

• To invite customers to visit Starbucks stores for an exclusive experience of After Dark launch party;

• To remind customers about new Starbuck After Dark opportunity via after purchase notification directly to their phone;

• To enable customers to track our new evening offers, find participating stores, and place an order even before they

arrive at the store.

Strategy:

Starbucks will inform and invite its customer through the catchy pop-ups on mobile app 2 weeks prior to After Dark launch,

which helps them reach to their customers on “See You After Dark”. It will create excitement on the upcoming launch of After

Dark and motivate customers to keep visiting their app to find out more.

Execution:

Customers will be notified and encouraged to visit Starbucks After Dark by receiving exciting ads, promotions, beauty-shots

and 10-15 sec videos of our big launch as well as visuals on the our new exquisite menu through their mobile app. Customers

will receive notification about After Dark after each purchase of their favorite coffee. The After Dark option will be available as

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one of the tabs of the current Starbucks app and the user can scroll down to it. The option will be highlighted in a flashy way.

Once the user clicks on it, he/she will be routed to - menu, image Chef opinion, wine and beer collection and videos.

3. In-House Merchandise Objectives:

• To increase After Dark awareness among Starbucks customers

• To deliver core message of the campaign

• To drive excitement about innovative After Dark offerings

Strategy:

Starting two weeks prior launch, all the customers will receive their Starbucks merchandise, including cups, napkins, bags with

the “See You After Dark” message. While holding our cup of signature drink, they will be excited to see something catching

their attention on the regular stuff.

Execution: Starting from the very morning, all napkins and to-go bags will be printed with “See You After Dark” message, as well as link to

the micro-site. All hot drinks will be served in specially crafted cups with Stickers Showcasing After Dark opportunity.

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4. Starbucks stores. Objectives:

• To inform the loyalists of the upcoming launch of “After Dark”

• To create a buzz on the new Starbucks offering- “After Dark”

Strategy:

Starbucks stores will begin promotions like in-store banners and blackboard hoardings from 2 weeks prior to launch. This

helps in creating some news in the air on the upcoming event. During these 2 weeks before launch, baristas will offer some

delicacies from the menu to the in store customers sitting at Starbucks launch location. The baristas play a major role here

with specifying the message at the end - “See you After Dark”.

Execution:

• Hoarding will be prepared on the famous blackboard of Starbucks and placed one behind the ordering and serving

counter; one at the entrance and one in store. These hoardings will definitely have mentioned “See you After Dark”.

• Once the launch has happened, all baristas after 4pm will change to black apron instead of their green apron.

• Sampling. Customer will be given small samples of the upcoming After Dark menu to taste. After the customer

consumes the serving, the baristas would make sure to ask how was the serving and would mention that this is our

new menu for the “After Dark” launch. Whenever a Barista walks up the customer for food tasting, he/ she will

remove their barista green apron and wear black apron. This costume change is to showcase and specify the

sophistication level of “After Dark”.

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4. Social Media buzz Hashtag #SeeYouAfterDark Objectives: • To engage people by communicating with Starbucks After Dark on the social media platforms like Twitter, Facebook,

Instagram and with each other with more than 500 impressions in each of the media till the launch date.

• To leverage the networks of top Canadian food bloggers to amplify the Starbucks After Dark branding and

#SeeYouAfterDark.

Strategy: Use the main Social Media platforms that target audience (The Loyalists) uses regularly: Instagram, Twitter, Facebook. It is

immediate access to our target audience where we can gather info in real time on their conversations, sentiment, and

opinions. Starbucks After Dark will create visuals that correspond to above and beyond perception of style, sophistication and

warmth.

Execution: Instagram is a great tool for showing people what’s happening in the moment. Photos that are taken at events like meetups

are all great on Instagram. Start off the social media campaign with a series of 10-15 sec videos on Instagram featuring

moments of togetherness at starbucks after 4pm.

Twitter will be used as a contact point with food bloggers and influential connoisseurs. We expect people to tweet about what

is going on using #SeeYouAfterDark, as well as mention the Starbucks microsite page. Using the Social Mention platform, we

will immediately respond to each tweet, to increase engagement and encourage conversation with the Loyalists. This builds

relationships and we aim to foster a community amongst the the Loyalists. They will eventually be so invested into food and

drink discussions that they will become brand advocates for After Dark in their social circles.

Facebook Starbucks After Dark will use lists of people who like food related pages, Starbucks pages and invite them to

Starbucks After Dark Facebook page. The page will be updated every day to generate buzz around After Dark. It will also

posts a menu listings.

5. Print Advertising Objectives:

• To reach the Loyalists who are looking for the best dining and wine collection in Toronto through magazines;

• To create an image appeal of our offerings;

• To create curated content and stories from the experts and food lovers about After Dark.

Strategy:

We will use specific magazines, targeted to our core customers, representing their lifestyle and choice. Magazines will be

Toronto based to reach specific geographic target group within selected Starbucks After Dark locations.

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Execution: The magazines will have full page images with “See you After Dark” as the headline and Starbucks logo at the bottom. Link to

the microsite will be emphasized to generate leads and traffic. Images will vary from food assortments to wine and beer

offerings as beauty shot. After the launch we will also portray pictures of happy gatherings sipping a glass of wine and

enjoying the After Dark menu.

The food and drink beauty shots will be running in the first half of the campaign (Toronto Star- Vintages) and the social

gatherings imagery will run in the second half of the campaign (Toronto Life). Along with this, curated content on expert

recommendations of our menu and “Which drink goes with what Food and Fits you the best” column will be published.

Toronto Star (Vintages): Toronto Star is the leading, most circulated newspaper in Toronto. It runs a special magazine edition

Vintages on Saturdays only featuring the exquisite, sophisticated and expensive wines and liquor in town and the prices of the

same. It showcases the top hotels and restaurants sometimes offering the same bottle and at what price.

Toronto Life: Toronto Life is the destination for people who care about Toronto, the country’s most vibrant city, and want to get

the most out of it. It provides insight into the personalities and events that shape the landscape, and help readers make smart

choices about everything from restaurants and shopping to real estate and culture. Through in-depth reporting, intelligent

analysis and quality writing, Toronto Life offers an exciting, essential and entertaining guide to life in Toronto.

7. Endorsement “Stefano Cordova” Objectives:

• To bring credibility to the food & drink menu which can be transferred over to the willingness to buy;

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• To reveal to the loyalists the expertise in our After Dark offering matching to their tastes;

• To create friendly environment and closer relationship with our customers with the Chef engaging with people at the time

of launch.

Strategy:

The largest incentive to visit our Launch Party will be Starbucks Chef. Customers will be informed that this is one-time

opportunity to communicate with the Expert. This will encourage customers to participate in the Launch Party, walk into

Starbucks stores, meet our famous chef and take advantage of his recommendations while enjoying pure nature for your

senses all year round at Starbucks. Customers can benefit from our head chef experience as well as receiving free recipes on

selective Starbucks menu.

Execution:

Starbucks head chef Stefano Cordova, a veteran of restaurant chain

research and development and the Vice President of Food Strategy,

Operation and Food Business Development at Starbucks is our leading

ambassador for this launch.

He will be available during the Launch Party of Starbucks After Dark to

create a friendly environment and interact and connect with our customers.

He will provide our customers the latest tips on the recipes as well as

sharing his magic touch in special Starbucks After Dark menu.

8. Public Relations Objectives:

• To drive awareness and conversation surrounding After Dark launch and thereafter;

• Amplify key message “Relax, unwind, sit, sip and savor”;

• Deliver an opportunity to connect with the Chef on a one-on-one basis giving them a taste and understanding of the

After Dark value proposition.

Strategy:

We will be employing a Public Relations agency named Faulhaber Communications based in Toronto a a full-service PR and

marketing agency specializing in lifestyle brands. The FAULHABER team is a smart mix of bilingual PR strategists, event

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planners, creative digital and social media minds who blend targeted and big picture thinking with sales-driving campaigns that

ensure our return on investment.

Execution:

Agency

The role of this agency is to:

• Creating content and involving the Loyalists from time to time though questions, imagery and feedback using selected

Magazines.

• Handle all social media platform by responding to posts and conversations in real time.

• Motivate Earn Media creation

• Handle microsite chat rooms, comments, videos and graphics

Launch Party

The agency will create buzz and hype amongst the Loyalists for the event. The event will be at one selected Starbucks

location in Toronto. Location of the store and timings will be shared with the customers. The agency will invite city’s selected

relevant food and drink bloggers to the party. They shall prepare the Chef on attending to the crowd and talking to all of them.

This party will gather all prominent influencers in one spot and communicate the key message to them.

Date. The launch event will be held on 15th January 2016.

9. Guerilla. Starbucks After Dark mittens Objectives:

• To increase awareness and create memorable moments to Loyalists for Starbucks After Dark.

Strategy: Purpose of creating warm and enjoyment, providing a spectacle for those around us and leaving them bewildered and without

explanation so they have a story to leave place of action and tell their friends and colleagues about it. Our message says

“During the initial launch in winter: Starbucks is not only the best to warm your hands, but now also warms your mood. Come

to see us again after dark.” Now Starbucks is inviting to spend a cozy evening at Starbucks, giving exclusive cute and warm

mittens with Starbucks After Dark logo on it.

Execution: During the daytime specially trained barista will stay near Starbucks store the exit and handover the mittens to the customers

at the time of their exit from the store to keep their hands warm in the cold outside.

These mittens will come printed with the Starbucks After Dark logo in green as shown in the picture below. The mittens will be

handed over from the Launch date till a month on random basis.

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Budget – $1.5m (look Media Schedule for the cost associated)

Agency Commission or Contingency Plan are not included in the budget.

Pay by Performance method of remuneration to the agency will be followed.

Media Schedule