bhavana dutt · 2016-09-23 · start off the social media campaign with a series of 10-15 sec...
TRANSCRIPT
Starbucks Evenings Advertising and Promotional Campaign
Prepared by:
Bhavana Dutt
November 29th, 2015
Toronto
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 addingbenefits to the usual coffee shop experience;
• to increase cross-selling and trial purchase of Starbucks premium wine and beer aswell as the menu options, resulting in 15% revenue increase in 2nd quarter 2016;
• to increase consumption frequency of Starbucks family products throughpromotional introductory period 1st quarter 2016.
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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.
KEY MESSAGE
Relax, unwind, sit, sip and savor…
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SEE YOU AFTER DARK
THE BIG IDEA
Advertising and Promotion Plan
1. Creative Plan
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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.
CREATIVE EXECUTION
Imagery Beauty-shots of Evening offers
Expert Opinion Chef
Testimonial Satisfied Users (participants of the event)
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Media Schedule
Media plan : PR (part I) Agency
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- full-service PR and marketing agency specializing in lifestyle brands. The FAULHABER team is
a smart mix of bilingual PR strategists, event planners, creative digital and social media minds
who blend targeted and big picture thinking with sales-driving campaigns that ensure our return
on investment.
The role of this agency :
• 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
Microsite
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AfterDark.ca
• Starting 2 weeks prior the launch date
• 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.
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 with
bloggers (managed by our Public Relations
partner) on talking and generating
conversation with our visitors.
Aim of the microsite is to inform our
loyalists from time to time on the latest buzz
and happenings for “After Dark”.
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Social Media buzz
Hashtag #SeeYouAfterDark
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.
is a great tool for showing peoplewhat’s happening in the moment.
Photos that are taken at eventslike meetups are all great onInstagram.
Start off the social mediacampaign with a series of 10-15sec videos on Instagram featuringmoments of togetherness atstarbucks after 4pm.
will be used as a contact pointwith food bloggers andinfluential connoisseurs.
Using the Social Mentionplatform, we will immediatelyrespond to each tweet, toincrease engagement andencourage conversation.
They will eventually be soinvested into food and drinkdiscussions that they will becomebrand advocates for After Dark intheir social circles.
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.
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Mobile app
• Will create excitement on the upcoming launch of After Dark and
motivate customers to keep visiting their app to find out more.
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 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.
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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.
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.
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In-House Merchandise
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.
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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Starbucks stores
This helps in creating some news in the air on the upcoming event.
During 2 weeks before launch, baristas will offer some delicacies from the menu to
the in store customers sitting at Starbucks launch location.
Sampling
The baristas play a major role here with specifying the message at the end – “See you After Dark”.
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PR (part II) Launch Event
The agency will create buzz and hype amongst the Loyalists for the event.
The event will be at one selected Starbucks location in Toronto.
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.
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Stefano Cordova*
Expert Opinion: Chef
- The largest incentive to visit our Launch Party
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.
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.
* veteran of restaurant chain research and development and the Vice President of Food Strategy, Operation
and Food Business Development at Starbucks
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Guerilla. Starbucks After Dark mittens
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.
“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.
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.