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Starbucks Campus Cafe Comm Plan

J
Jie Gao

This communication plan for Starbucks was for Reputation Management final project. The goal was to help maintain Starbucks' reputation and also build a new business model as campus cafe.

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EXECUTIVE SUMMARY With increasing economic pressure, Starbucks seeks to enhance its capital The Campus Caf辿 Pilot will launch on January 20, 2015 The Campus Caf辿 Pilot will be housed in front of NYUs Stern Building This venture is a way for Starbucks to expand and mutually benefit from the academic market
THE BIG IDEA
BUSINESS OBJECTIVES Increase market share Broaden CSR initiatives Expand national visibility of the Campus Caf辿
5 COMMUNICATION OBJECTIVES Raise awareness about the launch Develop relationships with the local community Inform employees about new outreach initiatives
6 AUDIENCES Media National Academic Community Local NYU/Downtown community SBUX Employees
KEY MESSAGES The Campus Caf辿 is unprecedentedfeaturing the latest in operational efficiency and green building initiatives Its your new neighbora place can call your home away from home at any hour of the day Formal training and mentorship for Starbucks employees and NYU students
STRATEGIES Use media relations to engage and educate audience Build relationships with local community by anticipating and responding to community expectations and concerns
9 Exclusive interview with CEO Howard Schultz Teaser for whats to come in 2015 for Starbucks on TV Invite local & national journalists & bloggers from academic & traditional media to an exclusive pre- opening walk through MEDIA RELATIONS TACTICS
10 COMMUNITY RELATIONS TACTICS Green design/ sustainability: LEED certified store Recycling program CSR: Food Donation to local shelters and community centers Town hall: Answer concerns of local business owners and community members Garner trust within the community For Local Community:
11 COMMUNITY RELATIONS TACTICS For Local Community: A Social Media Campaign Exclusive Campus Caf辿 cup
Starbucks University Starbucks Management Lecture School Scholarship COMMUNITY RELATIONS TACTICS For Academic Community:
13 COMMUNITY RELATIONS TACTICS For Academic Community: Operational Efficiency And Perk Express line for drip coffee Order ahead (Mobile APP) Campus cash accepted Seasonal discount Expanded menu 24/7 Operation hour Final study corner
Starbucks internal employee memoranda NYU student employee opportunities For Internal Employees: COMMUNITY RELATIONS TACTICS
TIMELINE Nov MayDec Jan Feb March April June July Aug Sept Oct Evaluation (Traditional & Social Media) Pre-launch On campus promo Launch Internal Memorandum (Monthly) Lecture Lecture Lecture Lecture
CONTINGENCIES Union/labor issues Severe inclement weather Food safety
METRICS Traditional media: article prominence, engagement, media impressions, tonality Social media: likes, follows, click through, engagement Foot traffic in store/sales volume Expansion of the Campus Caf辿 to other universities Internal survey/ focus group
NEXT STEPS Create a business model to be applied to campus caf辿s nationwide Begin pitching media sources Create social media accounts to monitor engagement

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Starbucks Campus Cafe Comm Plan

  • 2. EXECUTIVE SUMMARY With increasing economic pressure, Starbucks seeks to enhance its capital The Campus Caf辿 Pilot will launch on January 20, 2015 The Campus Caf辿 Pilot will be housed in front of NYUs Stern Building This venture is a way for Starbucks to expand and mutually benefit from the academic market
  • 4. BUSINESS OBJECTIVES Increase market share Broaden CSR initiatives Expand national visibility of the Campus Caf辿
  • 5. 5 COMMUNICATION OBJECTIVES Raise awareness about the launch Develop relationships with the local community Inform employees about new outreach initiatives
  • 6. 6 AUDIENCES Media National Academic Community Local NYU/Downtown community SBUX Employees
  • 7. KEY MESSAGES The Campus Caf辿 is unprecedentedfeaturing the latest in operational efficiency and green building initiatives Its your new neighbora place can call your home away from home at any hour of the day Formal training and mentorship for Starbucks employees and NYU students
  • 8. STRATEGIES Use media relations to engage and educate audience Build relationships with local community by anticipating and responding to community expectations and concerns
  • 9. 9 Exclusive interview with CEO Howard Schultz Teaser for whats to come in 2015 for Starbucks on TV Invite local & national journalists & bloggers from academic & traditional media to an exclusive pre- opening walk through MEDIA RELATIONS TACTICS
  • 10. 10 COMMUNITY RELATIONS TACTICS Green design/ sustainability: LEED certified store Recycling program CSR: Food Donation to local shelters and community centers Town hall: Answer concerns of local business owners and community members Garner trust within the community For Local Community:
  • 11. 11 COMMUNITY RELATIONS TACTICS For Local Community: A Social Media Campaign Exclusive Campus Caf辿 cup
  • 12. Starbucks University Starbucks Management Lecture School Scholarship COMMUNITY RELATIONS TACTICS For Academic Community:
  • 13. 13 COMMUNITY RELATIONS TACTICS For Academic Community: Operational Efficiency And Perk Express line for drip coffee Order ahead (Mobile APP) Campus cash accepted Seasonal discount Expanded menu 24/7 Operation hour Final study corner
  • 14. Starbucks internal employee memoranda NYU student employee opportunities For Internal Employees: COMMUNITY RELATIONS TACTICS
  • 15. TIMELINE Nov MayDec Jan Feb March April June July Aug Sept Oct Evaluation (Traditional & Social Media) Pre-launch On campus promo Launch Internal Memorandum (Monthly) Lecture Lecture Lecture Lecture
  • 16. CONTINGENCIES Union/labor issues Severe inclement weather Food safety
  • 17. METRICS Traditional media: article prominence, engagement, media impressions, tonality Social media: likes, follows, click through, engagement Foot traffic in store/sales volume Expansion of the Campus Caf辿 to other universities Internal survey/ focus group
  • 18. NEXT STEPS Create a business model to be applied to campus caf辿s nationwide Begin pitching media sources Create social media accounts to monitor engagement