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K A T I E G O O D L I N G , M I C H E L E H L A D I K A N D L I N D S E Y S C H E L T E M A
Starbucks: A Partner in the Global Community
The Organization
More than 17,000 stores located in 50 countries
Sells specialty drinks, pastries and gifts
Community gathering place
Wants to increase volunteer efforts in the communities it serves Company mission to nurture human spirit
Communication
Thorough and effective communications Social media presence Company website Online Newsroom, financial section and employment information Internal communication
Goals
Our goal for this campaign is to make Starbucks known as a community oriented, helpful, and reliable company that people can depend on by providing help to those who lost basic needs due to some type of disaster.
Objectives
Help natural disaster victims who are in need Promote Starbucks as a global and community-oriented company Encourage Starbucks consumers to adopt a “giving way of thinking”
Themes and Messages
Theme: We are all part of one global community.
Messages
Communities need to help other communities in times of crisis Starbucks is more than just great coffee Starbucks cares about more than sales Starbucks wants to connect with its communities
The Plan – Part One
Collection of necessary food, health and clothing items
Donations from customers
Rewards points for donations
Distributed to those hit by natural disaster
The Plan – Part Two
Work with the International Red Cross Organize and sponsor blood drives Reward points for those who donate Free mini coffee and pastry
The Plan – Part Three
Help rebuild homes destroyed by natural disaster
Organize volunteers
Coordinate travel and living for volunteers
Gather necessary tools and supplies
Media Strategies
Media Types
Television
Radio
Newspapers
Social Media
Company Website
In-store Signage
Media Tools Press Releases Public Service Announcements Blogs Posters and brochures Twitter and Facebook Status updates and photos
Timeline of Events
July 1-8 - Prep work Meet with Red Cross Prepare signage July 9-18 – Media Start Initial press release and fact sheet Public Service Announcements
July 18 – In-Store Campaign Begins Donation boxes in each store Implement new rewards program Register volunteers
July 22 – Evaluation of program begins August 1 - First Blood Drive
Logistics
Budget
Cost effectiveness is a priority
Mostly social media Press Releases and media pitches
Free celebrity endorsements Low and no cost incentives
Volunteer work
Four volunteer based committees Starbucks corporate office oversees communications Store committees handle local implementation Local store team leaders communicate with corporate office
Evaluation Plan
On going weekly surveys Organization and affected family interviews Track assisted families for success Monitor social media sites Track donations and donation amounts Starbucks Card
Conclusion
This campaign will not only bring the world together and
educate the Starbucks consumer on community service, but it will also
allow the world to see that Starbucks does indeed care for every
international culture and society.
References
Bobbitt, R. and Sullivan, R. ( 2009). Developing the Public Relations Campaign: A team based approach. (2). Pearson Education Inc.,
Boston, MA.
Experience the Red Cross. (n.d.). The American Red Cross. Retrieved June 10, 2011 from
http://www.siouxlandredcross.org/general.asp?SN=201&OP=3087&SUOP=3215&IDCapitulo=01d1rwt096
Good business: Innovative ideas on creating strategic community partnerships. (2009). Realizing Your Worth. Retrieved June 10,
2011, from http://realizedworth.blogspot.com/2009_07_01_archive.html
Hope and encouragement for humanity. (n.d.). Retrieved June 10, 2011, fromhttp://h-e-h.org/378975.ihtml
Midson, Lori. (2010). Golden judge orders offenders to pay court fees with food donations. Denver Westword Blogs. Retrieved June 12,
2011 from
http://blogs.westword.com/cafesociety/2010/11/golden_judge_orders_offenders_to_pay_court_fees_with_food_donations.php
Missions and service. (n.d.). Ashland United Methodist Church. Retrieved June 20, 2011, from
http://www.aumcfamily.org/MissionsandService/DisasterReliefProjects/tabid/100/Default.aspx
References Cont.
Rachel’s blog: Illustration Friday – Disaster relief (n.d.). Nothing rhymes with Rachel. Retrieved
June 10, 2011, from http://www.mechanicalcat.net/rachel/log/Look/Illustration_Friday_-
_Disaster_Relief
Starbucks (2011). Retrieved from www.starbucks.com on May 24, 2011.
The Global Family Inc. (2010). Retrieved June 10, 2011, from http://theglobalfamilyinc.org/
Trademark infringement photo number 11. (2010). Intellectual Property Blog. Retrieved June 12,
2011, from http://bkgg.wordpress.com/2010/07/page/2/