GAME PLAN - · PDF fileIf I have a nice, brief ... CREATIVE STRATEGY CLIENT: STARBUCKS...

GAME PLAN

•  Consumer segmentation analysis •  Introduce our target •  Provide consumer insight •  Creative strategy •  Brand positioning statement •  Media strategy •  Wrap up

CONSUMER SEGMENTATION ANALYSIS

SOCIAL BUTTERFLIES •  Demographics: •  Who am I?

“You’re like ‘Oh, let’s get a cup of coffee’ and you actually do, it’s a really nice way to meet up……there’s just something very easy going about that… it’s a lot less pressure”

•  Why do I go to Starbucks?

MEETERS

•  Demographics •  Who Am I?

“when coordinating where to meet a client you want a central location convenient for both parties, not just yourself.” –Alex Goodwin

•  Why do I go to Starbucks?

FREE-LANCERS

•  Demographics •  Who Am I?

“People probably think I’m unfriendly because I am so focused and don’t speak to anyone. But if people around me are talking, I will shush them.”-Free Lancer, age 25

•  Why do I go to Starbucks?

QUICK FIXERS

•  Demographics: •  Who am I?

“I associate the taste of coffee with productivity and working hard.” -Zach Doyle

•  Why do I go to Starbucks?

LOCALS

•  Demographics: •  Who am I?

“Barista interactions are important to me. I come to Ozo all the time because it has the best coffee, I enjoy the people and the atmosphere there.”

•  Why do I go to Starbucks?

WORKER BEES

•  Demographics: •  Who am I?

“I am motivated by the idea of success- not necessarily money, but more the pride and feeling of knowing I am making a difference and have an important role in society.” –Carolyn Swisher

•  Why do I go to Starbucks?

TIME-KILLERS

•  Demographics: •  Who am I?

“Barista interactions are important to me. If I have a nice, brief interaction with the barista it makes my coffee taste better.” – Time Killer, age 20.

§  Why do I go to Starbucks?

THE OPPORTUNITY

•  Looking for a place to take a break in their day •  Value Relationships •  Usually would choose a smaller, local shop •  Connecting with this customer creates a new

segment for Starbucks to hit

CONSUMER INSIGHT

•  This person goes alone to Starbucks but is seeking a social interaction •  Running into a familiar face •  Social media •  Barista interactions “I like to go to a place like Starbucks with outlets and other things I need. It’s not like I’m going there to try and get stuff done, just checking emails and I really like to run into people I know and catch up quickly.” -Female, age 21.

BRAND POSITIONING STATEMENT

•  Brand: Starbucks •  Target: Time-Killers •  Benefit: A place to run into friends or chat with the barista during

a short break in their busy day •  Support for Benefit: Convenient locations, inviting environment,

positive barista interactions •  Brand Personality: Friendly, extroverted, open-minded, easygoing,

like Blake Lively.

Single Most Persuasive Idea

CREATIVE STRATEGY

CLIENT: STARBUCKS

Starbucks is the largest coffee company in the world. It is based in Seattle, WA

and is well-known for its freshly brewed beverages and atmosphere that is

universally appealing.

Background:

To make the Time-Killers choose Starbucks as their go-to “break space”

rather than other competing coffee shops.

Objective:

The Time-Killers. They are busy, down-to-earth people who care about balancing

their work and social lives and value relationships.

Target Audience:

•  Each Starbucks is in agreement with its location; its interior and exterior match the “vibe” of the place

•  Its customers would say that they experience positive interactions with the baristas

•  Strong social media presence •  It provides an environment with

convenient locations around the world where people can go to take a break in their day to be social.

Prove It:

Friendly, extroverted, open-minded, easygoing

Brand Personality:

Changing the perspective on how you socialize.

MEDIA STRATEGY

•  Instagram- Easy way to connect on a casual basis •  Snapchat- Quick way to get the word out about

promotions or new drinks via the The Way I See it Story

•  Print- Airports •  Twitter- Feedback mechanism/ Idea generator

#THEWAYISEEIT- INTEGRATIVE & INTERACTIVE

INSTAGRAM

MEDIA STRATEGY- SNAPCHAT

MEDIA STRATEGY- PRINT

PERSPECTIVE MATTERS