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Starbucks had developed a new Employer Value Proposition (EVP) and an employer branding ‘Opportunity’ campaign. However, they weren’t localised and implemented in the China market. How can Maximum tackle this?
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1 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
DO AS THE CHINESE DO
CASE STUDY " Localise and implement new EVP and employer branding campaign in the China market. Client Starbucks Region China Date 2013 Keywords Display Advertising (banner) EVP Development Posters Graduate Marketing
2 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BACKGROUND Starbucks had developed a new Employer Value Proposition (EVP) and an employer branding ‘Opportunity’ campaign. However, they weren’t localised and implemented in the China market.
3 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BRIEF Localise and implement new EVP and employer branding campaign in the China market.
4 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
SOLUTION In order to better identify Starbucks China’s current challenges and opportunities, Maximum organised a workshop with a Starbucks project committee to detect the critical touch points. Based on these findings, Maximum developed a set of toolkits to successfully localise and implement them in the China market. .
5 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
STORE RECRUITMENT TOOLKIt
Application form: The application form is put in a mini stand in each Starbucks.
6 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
Online banner
CAMPUS RECRUITMENT TOOLKIT
7 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
NEW PARTNER ONBOARD TOOLKIT
Welcome letter: An on-boarding kit is prepared for each newcomer on their first day at a Starbucks office or store. This letter shows a warm welcome from the Starbucks family.
Partner bag: An on-boarding kit is prepared for each newcomer on their first day at a Starbucks office or store. The partner bag is one of the items in the kit
New Partner Mug: Mugs can have different values for each Starbucks partner. Partners can get different mugs designed for different occasions. Mugs are designed specifically for newcomers.
Need rewrite.
8 © 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
For more information, talk to me.
Emile Mac Gillavry Managing Director T: +86 139 1811 0043 E: [email protected] W: maximum.com/emile-mac-gillavry
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