Table of Contents

The Consumer Audience..2

Situation Analysis
Consumer Analysis

3
4

The Advertising Media.9

Print Media
Broadcast Media
Online Media
Social Media

9
10
11
12

Starbucks Advertising Campaign

The Message Strategies.13

Message Strategies
Message Approaches

13
20

The IMC Tools .24

Promotions
24
Public
Relations
26
KENDAL
NICOLE
LAMBERT, KRISTY KENYATTA, STELLA PSOMIAS
&
Direct Marketing
28
STEPHANY KIRCHNER
Creative Elements..31
2014
Copy Writing

Indirect Action Headlines

Direct Action Headlines
Jingles/Slogans

31
31
32

Design and Production

Print ad (Non-Linear)
Print ad (All Art
Print ad (Dominant Type/All Copy)
Print ad (Picture Window)
Print ad (Grunge)
Online Ad (Banners)
Scripts and Storyboards/TV Commercial

33
34
35
36
37
38
39

Part One: The Consumer Audience

Situation Analysis

Brand Introduction

Starbucks Coffee Company is a national coffee brand originating in Seattle, Washington in 1971.
CEO Howard Schultz is responsible for the development and growth of Starbucks which has
over 18,000 stores in 62 countries. Starbucks prides itself on its high quality coffee beans and
multitude of roasts, but also pays great attention to its excellent customer service and
philanthropy efforts to give back to the community. Their product line has grown to include fresh
brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, Tazo
tea, baked pastries, sandwiches, and salads. Starbucks is one of Fortune magazines 100 Best
Companies to work for in 2008 and is Business Ethics 100 Best Corporate Citizens for the fourth
year.

SWOT Analysis

Strengths

The coffee consumption in 2013 for the US has increased by 5%.

Creates for relaxed comfortable atmosphere
No. 1 brand in coffeehouse segment valued at $4 billion
Largest coffeehouse chain in the world;
4-Star Brand: Starbucks has a highly developed brand, logo, copyrights, trademarks and
website

Weaknesses

Starbucks coffee is expensive.

Negative publicity for poor treatment of workers
High price of coffee beans that Starbucks purchases
Unhealthiness of products, low nutritional value
Difficulty penetrating Europe's "cafe culture"
Other coffee chains are becoming popular, Au Bo Pain, Panera Bread, Caribou Coffee
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Opportunities

Expand market to younger generation with technology

Form partnerships with other coffee companies

Expansion to emerging economies

Increase product offerings such as the single serve coffee maker Verismo

Threats

Increased competition of Dunkin Donuts and McCafe

Rising prices of coffee beans and dairy products

Supply disruptions
Coffee consumption in the next few years may decrease

Consumer Analysis

Target Audience

The primary target market is upper class white-collar men and women ages 25-40.

They account for almost half (49 percent) of its total business. Starbucks appeal to this
consumer age group through hip, contemporary design that is consistent in its advertising and
decor, and working to keep its products current as status symbols. Customers tend to be urbanites
with relatively high income, professional careers and a focus on social welfare. This target
audience grows at a rate of 3 percent annually.

Positioning Statement

Starbucks is for sophisticated coffee drinkers in the corporate world.

We will position Starbucks to be the third entity of important places in our targets mind: home,
work, and Starbucks. Our target is always trying to better themselves through their personal and
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professional accomplishments, therefore Starbucks completes the circle and makes them feel
fulfilled and entitled to drink our coffee.

Social & Cultural Influences

Culture

Starbucks target audience of higher class citizens value unique possessions, name-brand objects
of quality material, traditions and history. Subcultures include but are not limited to: young
adults, ages 19- 24; hipsters; businessmen and businesswomen; white Americans; city-dwellers.

The audiences core values are deeply rooted in feeling a sense of belonging, self-fulfillment,
respect from others, a sense of accomplishment, and self-respect.

Social class

The social class of Starbucks consumers and customers are high middle to upper class U.S.
citizens. These people come from education backgrounds, have prestigious occupations and live
in suburban neighborhoods because people in one class tend to buy the same type of products
and brand s.

Reference groups

Groups of people who are used as a guide for behavior in this case would be more informal
affiliations such as coworkers, neighbors and college students. Many times we hear good
recommendations and reputations from acquaintances on the best place to get a good cup of
coffee. This would influence the behavior of the future customers who use these reference groups
as a guide.

Family
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Family is the most important reference group for many people. Advertisers need to understand
the familys structure, changes and workings. Regarding Starbucks coffee, both single
individuals and married couples are influenced by family members to have a good cup of coffee.
A spouse might suggest to his wife to try Starbucks because he goes there for work, because she
is married to him, the woman will trust the males judgment and be more likely to try Starbucks
coffee.

Demographics

Age:19-45
Gender: More women than men
Family Status: Single and Married
Ethnicity: White Americans
Education: College degree or higher
Income: $50,000 or more
Geography: City areas with high traffic

Psychological Influences

State of Mind

Factors that will influence the target audiences state of mine is that Starbucks is high quality,
classy and great tasting. The combination of high quality drinks and friendly environment with
good music, comfortable chairs, and good services. This Starbucks experience puts customers
in the state of mind that the only places that customers needs to think about are work, home and
Starbucks.

Needs and Wants

Starbucks Coffee Company expresses secondary egotistic needs for wants because it gives
people a feeling of prestige, status, and accomplishment. Drinking Starbucks brewed beverages

empowers the customer to believe he is better than other people that drink Dunkin Donuts or
McCafe because Starbucks is more expensive.

Satisfaction
The strategies at handling cognitive dissonance will involve the use of promotional tools that are
consistent with what the companys products can reasonably deliver.
We will use after-marketing, which is designed to keep customers happy after they purchase
Starbucks products, and utilize a rewards system that will allow people to rack up points and
receive benefits from being a loyal customer.

Motivations

The media strategies that will help motivate the target audience to consider buying Starbucks
coffee is to highlight the Starbucks experience. Walking into Starbucks you are greeted by
friendly customer service staff that will personalize each beverage to the customers desire,
where they can chose from hundreds of flavor combinations. Starbucks uses this to also
differentiate themselves from their competition, by creating an intimate tie with the barista, the
drink and the customer. The force to drive consumers to buy Starbucks is when they need a place
of relaxation. Between work and home stress, Starbucks is positioned to be a place to go when
you need a pick-me-up cup. If youre not at home, and youre not in the office, then you better be
at Starbucks.

Attitudes and Values

The Starbucks has a reputation for being a sustainable company and taking this avenue to
promote a great quality about Starbucks will reinforce the attitudes and values among consumers.
Or advertising team wants to influence positive opinions of the brand because purchasing coffee
is a complicated decision with all of the competition in the market. Many people who are
familiar with Starbucks know they are committed to reducing its operating costs through energy
and water efficiency. This idea reflects the values of its customers because the aforementioned
target audience usually cares about environmental issues.

Personality
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Three key personality traits that best reflect the personality traits of Starbucks are successful,
sophisticated and self-indulgent.

Psychographics

Activities: relaxing, working, golf, smooth music

Opinions: Business and money are staples in being successful; supporting the arts and culture of
local community.
Interests: home, job, fashion, media

Starbucks customers fall under the achievers category and are active in the consumer
marketplace. Image is important to achievers who favor established prestige brands such as
Starbucks. Achievers also like to be recognized at work and are interested in services that
demonstrate success to their peers.

Behavioral Influences

Quantity Usage

Quantity usage for Starbucks consumers lay between medium and heavy users, because the
coffee company has been around for so long, they have gained recognition by its customers
throughout the years.

Brand Relationship

Brand relationship refers to their past, present or future use of the product; whereas our brand
relationships are with regulars and loyalist. If we are examining all areas of brand relationship
Starbucks should focus on first-timers because that is where the excess potential consumers lie.
Switchers would be those consumers who have low brand loyalty may go to Dunkin Donuts one
day and Starbucks the next, simply depending on which store is on their way to work. Ex-users
probably changed brands to McCafe because the price was lower.

Starbucks is recognized by consumers not only by its drinks, but by its lifestyle and persona,
which separates it from its competitors. People have begun to recognize this company as a
primary place to go for the environment, which contributes to how Starbucks has cultivated a
deep brand loyalty. If people realize they are getting more than a regular cup of joe, they will
become regular customers. Because the Starbucks chain is uniform, any one you go into, whether
it be in Seattle, Washington or Newark, New Jersey, they are all uniform. This makes the
customers feel that each Starbucks is uniquely theirs.

Innovation

Starbucks already has an established brand with its regular customers and should now focus on
the trendsetters. The approach in doing so will be highlighting our cutting edge technology in
Starbucks cafes such as free wi-fi and downloadable phone apps.

Part Two: The Advertising Media

Overall Media Strategy
Major Media Types
For our Starbucks campaign we will use social media, online, radio advertisements and outdoor
media types. We will rely heavily on these media types to encourage our consumers to maintain
or establish a relationship with our brand. With our target audiences being upper middle class
citizens (young, urban, professionals), who value quality and uniqueness, we feel these media
types would be the most effective in reaching our audience. Our audiences are professionals;
they are tech savvy and they are on the go. We chose social media and online media types as a
major media type because our consumers are constantly browsing the web. From computers to
tablets to smartphones, we can count on our consumer to engage with us via the web. In,
Business Insider reports that Starbucks has grossed over $1 billion in 2013 from its smartphone
mobile app. It was clear for us that Starbucks has established a presence on these media outlets.
Our target audiences are most likely commuters. Radio advertising would be a prime opportunity
to reach our consumer while they are listening to their favorite morning radio show as they are
drive to work or drop their children off at school. Whether they are commuting into the city or
dropping off little Johnny, our consumers are exposed to outdoor media types. We thought OOH
(Out-of-Home) advertising would be a good opportunity to remind our audience of our brand.
Minor Media Types
Our minor media types for our campaign include television, print ads in newspapers and print
ads in magazines. These media outlets would be the least effective in reaching our audience
because our consumers are tech savvy and read their newspapers and magazines via online
subscriptions. A mother of four or the business professional who has back to back meeting wont
have time to read through magazines or watch television. Therefore, we will choose to
strategically plan when will advertise on this media outlets.
Media for Brand Awareness
Interactive social media and online use will be the best media outlet for us to create brand
awareness. For our target audience, these outlets are the easiest ways for them to connect with
our brand. Generally, these choices of media outlets are cost effective. To further heighten our
brand awareness to existing consumers we can promote coffee happy hours. To get new
consumers or potential switchers, we would want to incorporate word of mouth promotion
through our online and social media. This could be something as simple as, bring a friend and
get a small free coffee.
Media for Ad Recall
We can further improve our brand recall with our customers by encouraging them to engage with
us on social media and through our smartphone app. Starbucks offers customer who register and
pay with their Starbucks reward card, stars for every transaction made. Once the customer
9

receives twelve starts they get a free drink. At the moment, they only receive one star when their
card is scanned even if they are purchasing two drinks. We can improve on this by offering them
a star for each and every drink they purchase, even if its in a single transaction. This will reward
the customer and drive more business into our stores as customers will receive their stars faster.
Occasionally Starbucks will run promotions on half price drinks. To get this promotion our
customer must purchase a drink in the morning, come back after 2pm with their receipt and they
will receive half off any drink order. We can improve this brand recall value by running this
promotion more often and consider running a buy one get one (BOGO) promotion.
Media for Buyer Consideration
Social media and online advertising will remain our prominent outlet for buying. As of the
beginning of March 2014, Starbucks has roughly 5.85 million followers on Twitter and 36.3
million likes on Facebook. It is clear that Starbucks has made a prominent stance on social media
and its working in our favor. Although using social media and email advertising is essentially
low cost, we could use advertise on other popular social media sites and blogs. Taking an
advertisement out on YouTube or the top DIY blogs could help increase our social media traffic.
Media Vehicle Selection
Newspapers
For our campaign we would want to make sure our ads are purposefully placed in newspapers.
Placing ads in the business, technology and international sections of The New York Times, The
Los Angeles Times, and The Wall Street Journal will help ensure that our tech savvy, upper
middle class, white collar target audience will see our ads. We chose these sections of the
newspaper because they will typically appeal to the common white collar business professional.
Magazines
The following magazines would be good options for reaching the females in our target audience
O, The Oprah Magazine, Good Housekeeping, Self and Marie Claire. These magazines are
geared towards the busy, confident, educated women interested in topics from relationships and
fitness to culture and travel. A single page, full bleed advertisement should be sufficient.
Outdoor
While we want to attract our business professionals it is important that we do not forget about the
others in our upper middle class target audience, the stay at home mother. Outdoor advertising
for our campaign will include billboards placed along major highways and their relevant exits.
That busy mother of four will pass our billboard reminding her that we here to help her start her
day as she merges off the exit to drop her children off at school.

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Radio
For radio advertising we would want to sponsor or advertise during a popular morning talk radio
show. This can be easy to execute by offering to supply our product for free to this particular
show or station, if they are willing to mention our promotion of the day on air. A couple of
popular shows in our region that we can advertise on New Yorks Elvis Duran and the Morning
Show and Philadelphias The Preston and Steve Show.
The best time to advertise our brand would be during the morning. This is when our target
audience is most active. We can use this time to remind them that Starbucks is here to help them
start their day.
Television
We dont intend on taking out major ads during television prime time. However, if we do decide
to go with this outlet we would want to strategically promote our brand during shows we think
our target audience would be watching. A few options could be Scandal, House of Cards and
Mad Men. At the moment we are relying on product integration as seen on NBCs The Voice.
Product Placement
For product placement, well shows such as Scandal and House of Cards which are centered on
upper middle class, rich politicians and lawyers. We can also continue to place our product in
movies such as Sex and the City, Hangover II and Devil wears Prada.
Considering our product is coffee, it can easily be incorporated into scenes.
Product Integration
For production integration, well continue to use our relationship with NBCs The Voice. The
celebrity judges have Starbucks products at their chairs and drink our products throughout the
show. Show host Carson Daily mentions our brand and when he interviews contestants they are
generally standing at a bar table with their Starbucks drink in front of them. We will continue to
use this strategy to promote brand awareness and connect our audiences passion for the show
with their passion for our brand.
Online
We can continue to offer benefits to being a part of our email chain. Currently, Starbucks emails
coupons to customers who sign up for updates on their website and to customers are register their
gift card online. Promotions are offered based upon how often the consumer shops at Starbucks.
To attract consumer that may be switchers, we can offer them a free drink or a free baked good
item when they sign up for email updates from Starbucks.

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Social media
As previously mentioned, at the beginning of March 2014, Starbucks had roughly 5.85 million
followers on Twitter and 36.3 million likes on Facebook. We will continue to use our strong
social media presence to reach our target audience. We can engage with our consumers by
offering them coupons and other discounts or by simply interacting with them more. Effective
social media is a form of two-way communication. A simple tweet asking our consumer to tweet
us a picture of their morning coffee can be enough to let them know we ARE here. Another
option we can use is to offer a coupon on Facebook or Twitter and the more likes or retweets
Starbucks gets, the higher the value of the coupon goes. Other companies have had success with
this form of advertising. This can be an interesting and exciting way for Starbucks to interact
with its audience.
Guerilla Marketing Strategies
Buzz Marketing
We plan to use all the of the guerilla marketing strategies, with the biggest emphasis on buzz
marketing via social media. Our brand can implement this strategy by hiding a large Starbucks
Siren in a city. The first person to find the siren, take a picture with it and tweet it with the
hashtag #sbuxsiren will receive a $25 gift card. We could use this strategy in multiple cities.
Another potential strategy we can conduct is having our consumers pick our next specialty
flavor. Starbucks is known for their seasonal flavors from pumpkin spice to gingerbread to
eggnog latte. We can create buzz by allowing our consumers to choose the next flavor. We could
run this twice in a year for a spring/summer flavor and a fall/winter flavor.
Ambient Marketing
Considering our target audiences are commuters to some degree, ambient marketing would be a
strategy we could explore. For this strategy we would probably take a more traditional approach
by putting ads throughout public transit areas including bus terminals, subways, etc.
Street Teams
For the street team strategy of guerilla marketing we plan to have a Starbucks employee hand our
coupons or free samples of seasonal flavors in front of stores. We considered having someone
dressed up as a large latte but after further thinking we decided this did not match the integrity of
our brand.

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Part Three: The Message Strategies

Overview of Message Strategies

For the Starbucks campaign we want to focus our message strategies on messages that persuade.
Being that Starbucks is a higher priced brand of coffee we want influence our audiences to
choice our higher quality product over our cheaper competitors.

Perception Driving Strategies

Strategies for Attention

Unexpectedness of the New Idea

An unexpected strategy that Starbucks could use to their advantage would be a form of clutterbusting ads.A busting ad that would separate itself from the competition would be scratch and
sniff ads pertaining to their coffee sent and flavors. It would conclude the scanning of the
magazine and demand attention. Scratch and sniff ads force the consumer to stop what they are
doing; open the flap to release the sent, leaving the advertisement to be viewed and smelled, and
satisfying two senses at a time.

Unexpected Media

Because Starbuckss target audience made mostly of business professionals, busy cities are
primary locations for advertisements. Creating mural ads containing Starbucks logo on building
walls throughout the city leading to specific locations will attract attention while sticking to the
theme of Starbucks being a member of your neighborhood.

Contrasts

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To show the contrast of variety that Starbucks we will have calendars made with different coffee
flavors for each time of the year; iced coffees for the summer months and pumpkin and
peppermint flavors for the colder months.

Strategies for Interest

Speak to the Personal Interest of the Target Audience

The biggest concern pertaining to Starbucks products is their pricing. In order to satisfy the target
audience hesitant thoughts about the products we could produce a commercial showing the high
quality procedure Starbucks endures to produce their higher quality products on one side of the
screen compared to a competitors lesser quality procedures on the other side.

Use the Sequencing of Ad Message

Sequencing of ad messaging can be beneficial to the Secret Menu that Starbucks has. Ads could
be released pertaining special codes that relate to an item on their secret menu. Once all of the
ads are produced they can be sorted together in a puzzle piece manner that exposes a secret
product on their menu while also having a coupon for that product. The goal is to attract a want
and excitement element for Starbucks.

Elicit curiosity

Teaser messages are good to elicit curiosity. We can produce ads that do not identify the product
or provide enough information to reveal what the new product is but reveal enough information
to draw an interest from the audience. We could do this by exposing a few of the weird
ingredients that can be found in a new flavor but not the actual ingredient that it the key flavor.
Besides flavors we could also do this with silhouettes of the new products or the colors of it. We
will have a number to text to send your guesses to and those who get it correct will get a text
back with a scan-able coupon inside for the new product.

Storytelling

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Starbucks portrays themselves as a neighborhood coffee shop with a warm intimate atmosphere.
A commercial featuring a previously lonely man nestled up in a Starbucks with a coffee in one
hand talking to newly found friends will demonstrate the image that Starbucks want to establish.

Strategies for Recognition and Memory

Repetition

Using messages that are remembered is a form of strategy that sticks with the consumers. The ad
will not just get their attention for that second but rather will be remembered when they are
separated from the ad. Starbucks can use the slogan "high quality coffee for high quality people."

Color

As far as color, Starbucks is known for its green decal. The color green can be associated with
many different things such as money, envy, sickness, or environmentally friendly. Starbucks can
use these associations to their advantage. The idea of being environmentally friendly these days
is huge buster in image and reputation. Using the Starbucks we could intertwine the recycling
logo with the Starbucks one to create one that shows the "green" side of the organization.

Key Visual/Key Frame

Just like we associate Coca-Cola with the television series American Idol, we also associate
Starbucks with the Emmy Award winning series The Voice. The judges are always seen drinking
from Starbucks cup while on the stage. Country star Blake Shelton and pop singer Adam Levine
are known for their positions with The Voice and would make good spokes people for Starbucks.
Taking out the face of the Starbucks girls and replacing it with one of their faces would make for
a good ad.

Cognition Driving Strategies

Informational Strategies

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Using messages that inform the audience is another form of strategy. They are used to release
new announcements and provide information to the audiences. Informative ads are used to give
people a better understanding of a product so that they can take advantage of it in the best way
suited to them. The audience needs to be informed of future Starbucks promotions that are
coming out and how they can take advantage of these limited time items. Commercials can be
used as an outlet of this information along with small sections of nightly news current events.

Point of Differentiation

In order to separate Starbucks from its competition we can highlight the higher quality of coffee
consumers are buying. More care and time goes into preparing a Starbucks cup of coffee than
other organizations. We could demonstrate this process to show what we mean when we say
"high quality coffee."

Making a Claim for the Brand

We will demonstrate the richness of our coffee compared to the taste of our competitors by
having two coffee drinkers, one of Starbucks and the other of the competitors, choice between
which cup of coffee tastes the richest and is the higher quality cup.

Emotion Touching Strategies

Soft-Sell Strategies

Starbucks can use soft-sell strategies to trigger a feeling, mood, or attitude towards the brand.
The inside of a Starbucks has a warm and inviting atmosphere that makes you feel welcomed, as
if being a part of a close nit neighborhood. Highlighting that fact the Starbucks is not a fast-food
coffee restaurant due to its lack of drive-thru and explaining that Starbucks is more of an
experience would provide consumers with the feeling of being a resident of the "Starbucks
neighborhood."

Feeling of Involvement Strategies

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In order to create involvement with our target audience we will design competitions and
feedback surveys among them that can offer rewards. Starbucks is always experimenting with
new flavors and could open up flavor ideas to the public. A customer could submit a flavor idea
to us and we could pick the best one and turn it into a promotional, limited time item to our
menu.

Establishing customer satisfaction is at the top of our list as far as priorities go. Developing a 1800 number or a website customers can visit to provide feedback and input as to how we can
better our stores or products is a good way to keep our audiences involved.

Entertainment Strategies

Being that Starbucks is already a supporter of the television show The Voice they could obtain
commercial breaks between the shows air time to promote their product while in cooperating the
cast as the spokes people for Starbucks. They could also take make a deal with the writers of the
show to make each of the judges reveal what they are drinking from their Starbucks cups during
the live air time as a way of promotion and recommendation.

Persuasive Strategies

Persuasive Appeals

Using messages that persuade can be used to influence a persons attitude toward a Starbucks
product. Good strategies are testimonials and messages that create word of mouth about a
product. Starbucks needs to persuade their consumers to spend the extra dollar on their products
over their cheaper competitors. They can do this by highlighting that fact that their product it of
high quality in preparation and in its ingredients over its competition. They can also explain how
drinking this higher quality will make them feel of higher quality themselves. Ads showing a
persons attitude after drinking a cup a Starbucks coffee compared to how they feel after drinking
a cup of a competitors could demonstrate this.

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Selling Premises

Benefit

By drinking Starbucks coffee you are drinking the highest quality coffee around and the higher
the quality of the coffee the better it is for you.

Promise

Starbucks will help to start your day off right and that the coffee you drink in the morning will
keep you satisfied all day long.

Reason Why

Consumers should buy Starbucks because more care and time is put into their product and the
consumers deserve to have the best.

Unique Selling Proposition (USP)

Starbucks offers a rewards card that you swipe every time you buy a product there. Your then
receive points that result in free refills or products.

Strategies for Conviction

Starbucks could use its higher quality of coffee as a conviction point. Advertisements showing
the lengthy processes that go into each cup and also showing the care they put into every step,
from growing the coffee beans to spraying the whipped cream on top a freshly brewed cup.

Using celebrities to endorse our product is also another strategy to establish conviction. The idea
that "if it good enough for them then it is good enough for me" comes into play and people will
want to drink and share in what their celebrity idols are doing.
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Association Strategies

Linking Strategies

We want Starbucks to be linked to a high quality image while also still having a welcoming,
neighborhood feeling atmosphere. More so we want Starbucks to be linked at an experience and
no just a product. Just as much as we want our customers to come back for our coffee we also
want them to come back for the feeling they get while being inside our locations. We want them
to experience their coffee alongside us in our shops not on the road, hence the no drive-thru
available.

Being linked to a high quality image means that we want to be linked to high quality everything,
including products, hospitality, cleanliness, speed of service, and maintenance. If our target
audience is willing to pay the extra money for a higher quality product then we want to provide
them with a five star experience from beginning to end.

Sponsorship Strategies

Starbucks cares about their products from beginning to end and that means from the coffee plant
that the beans come from. Starbucks can "go green" be providing donations and organizing
benefits that will bring in money to help with the climate changing issues our world is facing
today. Being that Starbucks is a global brand and climate change is a global issue this type of
strategy will be effective everywhere. It will show that Starbucks cares about every part of
production of their product and not just what goes on within the four walls of the store.

Brand Relationship Strategies

Developing relationships with consumers is what keeps them coming back. Starbucks strives to
give their customers the best experience possible and finding a way to relate to them is the best
way possible. Being that Starbucks is known for their coffee we can associate our brand with
colleges around the world. Most students get the boost of energy they for those all night study
sessions through the coffee they digest. Starbucks could provide college specials during the
week of finals related to their local schools along with discounts to students throughout the
semester.
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Action Driving Strategies

Information Delivering Strategies

The 1-800 number we provide to customer service surveys along with the webpage will be used
to also deliver information to the Starbucks audiences. Flyers on bulletin board on college
campus providing coupons will also be an effective form of delivering strategy. Being that
business professionals are our main consumers, billboards and posters in busy, populated cities
will also prove effective.

WOM Strategies

For word of mouth strategies we could give away free samples of some of our up and coming
products to get people excited for the future of our brand. It will create a buzz for the lunching
of this promotion and the bigger the launch, the longer the product will stay with Starbucks. We
can always give away samples of some of our older products that aren't as popular to get people
reacquainted with some of our former successes.

Overview of Message Approaches

Starbucks is a high quality brand and they like to keep that image through their message
approaches. It is not common that you would see the brand using humor in their ads or teasers.
Most of their approaches are demonstrative or straight forward because their target audience is
business professionals. Spokesperson would be another approach that Starbucks could benefit
from.

Straightforward

The straightforward message conveys information without any gimmicks, emotions, or special
effects. When Starbucks creates new products or flavors they can use a straightforward message
to convey the factual information to the consumers as to what the products are, how long they are
going to be around and what is inside them. With the changing of each season there are new

20

products promoted. Spring and summer time mean new smoothies and iced coffees. With fall
come autumn flavors like apple spice or pumpkin. Winter brings out hot chocolate.

Demonstration

The demonstration messages focuses on how to use the product or what it can do for you.
Starbucks has mixes you can take home to make yourself. An advertisement could
demonstration of how simple it is to make your Starbucks at home with their products and still
have the Starbucks experience. The demonstration approach could also go in the direction of
showing how Starbucks makes their own product starting from the beans on the farm to brewing
the cup in the cafe.

Comparison

The comparison message contrasts two or more products to show the superiority of the
advertisers brand over another. Starbucks biggest competitor is Dunkin Donuts. They could use
the comparison message by showing to different consumers, one drinking DD while the other
drinks Starbucks. Having the consumer drinking Starbucks have a better reactions and day from
their product would demonstrate superiority over the consumer who had a less productive day
from drinking DD.

Problem/solution

The problem solution/avoidance message starts with a problem and then shows how by using the
product the person can find a solution. It also works when the product is used to avoid a
problem. Starbucks can use this message through commercial advertising. It would start with a
consumer waking up tired and dreading the day. Then that person would spot a Starbucks while
driving to work in the morning. He or she walks in the and is instantly cured of his drowsiness
because of the Starbucks environment they have just walked into, being greeted by everyone
inside as if they were all his neighbors. Once a cup of Starbucks coffee is in the customers hand
they are ready to start their day off right.

Humor
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The humor message uses humor as a creative strategy to gain attention. Starbucks hasn't
participated in humor approaches in the past often. However, not that they are associated with
The Voice they could use singer and funny man Blake Shelton to break into the humor approach.
Starbucks could do a skit pertaining to Blake acting out of control and raging because he was
asked to judge the contestants without his usual cup of Starbucks next to him, only when he
acquires the cup is he able to make legitimate judgments.

Slice of life

The slice of life message is a more elaborate version of a problem solution staged in the form of
a drama in which typical people talk about a common problem and resolve it.
Starbucks drinkers could all be sitting in a Dunkin Donuts or other coffee shop depressed and
unsatisfied. They could then come to the conclusion that they are unhappy because they are not
drinking Starbucks products. They would then leave their location and move to the nearest
Starbucks and their depression would be healed.

Spokesperson

The spokesperson or endorser format is when a celebrity we like uses the product.
Starbucks is known to be a high quality form of coffee and so using an actor who is looked at as
being in that same field of high quality would be beneficial. Having actors like Meryl Streep or
George Clooney would make good spokespersons or endorsers for Starbucks if they were
looking for a new face for the brand. However, The Voice judges Adam Levine and Blake
Shelton would be ideal because their faces are already associated with the brand do to the link
both the brand and the celebrities have with the television show.

Teasers

The teaser messages are mystery ads that dont identify the product and dont deliver enough
information to make sense. Instead arouses curiosity. Starbucks could use this format to promote
a new flavor coming out. They could show a few different ingredients that will be featured in the
product but not all of them they would give away the exact flavor. For example if they were to
release a cookie dough flavored coffee some of the ingredients that would be revealed would be
eggs, milk, and baking soda because these ingredients can all be found in cookie dough. The ad
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would later show the ingredients being mixed together to make the dough so that the consumer
can see the correlation to the new flavor of coffee with the words "coming soon" under the batch
of cookies.

Shockvertising

Shockvertising is created to draw a reaction from the viewer, most of the time it is used for more
serious and pressing issues and not just to raise awareness of a brand. They cab cross boundaries
of ethics when it comes to campaigns with the sometimes offensive and graphic imagery many of
them have.

Starbucks is a partner with Apple due to the fact that they wish to have a "coffeehouse
experience." Free Wi-Fi and access to iTunes is available in Starbucks locations because of this.
Doing a campaign that dealt with Apple would be highly beneficial. The campaign could consist
of a man in a business suit surrounded by Apple products such as MacBook, iPad, iPhone, and
iPod. Sitting next to this business man would be his morbidly obese 10 year old son surrounded
by the forms of technology. At the bottom of the ad you would see the Starbucks logo. This type
of campaign demonstrates the problems of obesity with our younger generations due to their lack
of exercise and their over use of technology that keeps them from a healthy lifestyle. It shows
that Starbucks may be in support of Apple however they are also in support of their consumers
being healthy.

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Part Four: The IMC Tools

Overview of Using IMC Tools

Sales promotions, public relations, and direct marketing are three very important strategies in
marketing communications. Sales promotions are directed at the ultimate user of the good or
service. Public relations practitioner has many tools that influence or strengthen relationships
with stakeholder audiences. Direct marketing employs five primary tools to achieve its objects,
such as advertising a sale for new products or an upgraded version of an existing product.

In our Starbucks advertising campaign, we are going to use combinations of both basic IMC
tools and interactive IMC campaigns in each of these three major areas.

Promotions

Overall Strategy for Promotions

Sales promotions work for all types of businesses. A product manager can use and combine many
promotion techniques to meet almost any objective. Our campaign will combine different
techniques that will benefit Starbucks as a company, but mostly benefit our consumers. The
people that walk through the doors of our store deserve the best, so Starbucks will offer
promotions that will show our appreciation to our loyal customers.

Price Deals
Starbucks will offer four common price deals. We will release new and different to-go coffee
cups or mugs often, so the line of cups before will be announced as 50 percent off. We will
provide the consumer with something extra through the package itself, like a Starbucks tree
ornament with every purchase of a latte around the holidays. Starbucks will also provide bonus
packs that will contain free additional amounts of the product when consumers purchase the
standard size at the regular price. For instance, a standard bag of Starbucks coffee beans at the
usual price may offer 20% more beans that normally. Another price deal that Starbucks will offer
is banded packs, which are more units of a product sold at a lower price than if they were bought
at the regular single-unit price. Sometimes, the products are physically packaged together, such
as a Starbucks coffee pot and a few espresso shot glasses attached.

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Coupons

Starbucks will offer our customers four different coupons throughout each year. Each coupon
will be given to costumers on the first day of each season. For instance, the first day of summer
this year is June 21st, so on that day only, coupons will be distributed to customers and will be
valid until the end of the season. The coupon allows the buyer to receive 50% off a beverage.
Because there are so many stores located throughout the country, Starbucks will redeem
manufacturer-sponsored coupons at any outlet. If a customer receives a coupon on their next
coffee at a Starbucks in south Jersey, that same coupon will be accepted in a Starbucks located in
New York.

Sampling

As new beverages are introduced on the menu, Starbucks will set up a table by the counter with
free samples of the new drinks for customers to enjoy. One of the more recent samples
distributed to costumers was the new Chocolate Chai Tea Latte. The shop set up a large pot with
fresh hot chai tea and small disposable cups next to the pot. It was easy to use and costumers
enjoyed it. Product samples influence consumers more than in-store promotions.

Interactive Promotional Campaign

Because Starbucks has such a great amount of returning costumers, we like to give them even
more reasons to come back. Everyone loves coupons and with todays technology they are much
easier to receive and use. Our coupons can be delivered via the Internet and either printed out at
home or scanned in the store from a mobile device.

Campaign Objectives

1. To use email to distribute our easy-to-use coupons without any charge.

2. To provide our customers with different options of receiving and using our coupons.
3. To get a positive response from our costumers after they have agreed to receive coupons via
email.

Campaign Strategies
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When a buyer is ordering their coffee, they will be asked for their email. Not everyone agrees to
give out their personal email because people think they will be bombarded with useless junk
mail. However at Starbucks, customers will be given the option of receiving all Starbucks emails
(such as notifications, new products, reminders, and coupons) or the option of just receiving the
coupons. The coupons may be printed out and shown at the register while paying, or if the
customer forgets to print out the coupons, they can bring up the email on their smart phone and
the cashier will scan the barcode straight from the costumers mobile device.

Public Relations

Overall Strategy for Public Relations

Due to the various public relations tools that help advertise product or service, it is important to
us that Starbucks uses the best programs that will bring our costumers closer to the company.
Although Starbucks will benefit everyone and anyone who enjoys our coffee and service, our
company does have a higher rate of specific costumers. We will target adults around the ages of
22- 45. People in this age group are typically businessmen and businesswomen who are looking
to start their day off right, and Starbucks is more than willing to make that happen.

Corporate Advertising

A valid way to create corporate visibility or strengthen relationships with our various stakeholder
audiences is to focus on our image or viewpoint. For instance, our customers at Starbucks mean a
lot to us, so the company does things to give back. We offer our customers to join a membership
that allows them to gain many effective befits that can be used in stores or online. These benefits
include free beverages, discounts, and refills on us.

Special Events and Tours

The release of seasonal coffee flavors is something that Starbucks customers look forward too
throughout the year. In the summer we release Iced Tea Refreshers, in the fall we release
Pumpkin Spice Latte, in the winter we release Gingerbread Latte, and in the spring we release
the Vanilla Macchiato. Because these beverages are a limited-time only, people really enjoy them
when they are around. Starbucks will hold a special in-store event four times a year for new
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drinks that are released. Only on the first day of each season, Starbucks will have a minicelebration in the store. There will be inviting music, bright decorations, and free food for our
customers.

Online Communications

Email is great way for Starbucks to communicate with our customers. A customer can willingly
give their email to receive coupons and notifications on promotions. This benefits the company
and the consumers. Also, if a customer wants to email us a request about our product, we will
reply immediately. Our website is full of useful information, however if something may be
unclear to a viewer, they are more than welcome to email us will any questions or concerns.
Online communication will help the relationship between our company and costumers grow.

Interactive Public Relations Campaign

Although there are various types of people who walk through the doors of a Starbucks every day,
Starbucks standard customers are men and women ages 22-45. These customers are usually hard
workers that need their cup of coffee to start the day. Starbucks targets their loyal customers by
offering them to open up a Starbucks Rewards Card. This card gives customers many benefits as
they make purchases in the store and gain stars. The more stars a buyer earns, the better benefits
they receive as a card member. Everyone has busy lives, and Starbucks goal is to not only satisfy
their customers, but also help ease some of their daily stress.

Campaign Objectives

1. To expand Starbucks customer satisfaction by offering ways to benefit their Starbucks

experience.
2. To enhance to energy costumers feel when entering a Starbucks, knowing that when they
spend their money, they also gain advantages as a consumer.
3. To encourage Starbucks costumers to come back often and promote us in a positive to others.

Campaign Strategies
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Because people gain so many pluses with the company by opening up a Starbucks Rewards
Card, our stores will advertise the card membership as soon as customers park their car in front
of the store. Poster ads will be hung on windows and on the inside of the store, reading Open a
Rewards Card with us, and we will Reward you!. This will bring curiosity and excitement to
our customers. Once they ask about the card, an employee will willingly give them a detailed
explanation.

Once they open their card, customers begin to gain stars as they purchase items. As you collect
stars, you move up to bigger benefits. There are three reward levels. The first is the Welcome
Level; once you register your card, you earn rewards without any purchase. For instance, you can
enjoy a free drink or treat on you birthday and get a coupon for %15 off on any online purchase.
Five stars puts you in the Green Level. In addition to your birthday drink or food reward and
coupon, customers are given free refills in the store. Starbucks wants our customers to feel at
home. Paying with your registered rewards card gets you brewed and iced coffee and tea refills at
no charge during your visit at a participating store. Collect 30 stars within 12 months and you are
now at the Gold Level. Once you reach the Gold level, keep those benefits for another 12 months
by earning another 30 stars. With the Gold level, you get all the Welcome and Green level
benefits, plus the advantage of a free drink or food reward every 12 stars; earn 12 stars and we
will treat you to your favorite drink or food. Also, customers can personalize their Gold card so
your barista will know you are somebody special when you place an order.

Direct Marketing

Overall Strategy for Direct Marketing

Direct marketing is the first area of marketing communication that adopted an integrated
marketing approach. Integrated direct marketing can be defined as a systematic way to get close
to your best, current, and potential customers. Direct marketing tools include direct mail,
catalogs, telemarketing, direct-response advertising, and web-based e-marketing. Starbucks will
use direct mail, catalogs, and direct response advertising to market our product to our customers.

Direct Mail

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Starbucks will send out direct mail that only consists of one page included with a small bag of
the companys bestselling coffee beans. The bag will be attached to the letter and it will allow the
recipients to make a free cup of Starbucks coffee. Recipients will appreciate the gesture of
Starbucks sending out samples and after they have enjoyed their free cup of coffee, they will
want more. How the direct-mail piece looks is as important as what it says, which is why using
the Starbucks logo is significant in the direct mail, however the way it is used is even more
substantial. Using a 3D design on the letter will invite people in and make them curious to stop
and read the letter as they flip through their mail that day. Our direct mail will also provide
information. For Starbucks, its simple. Recipients will be provided with the basic information
about the companys coffee, including the most popular coffees and teas, basic nutritional facts,
healthy options, and the limited time only coffee flavor of the season. Also, a list of locations of
nearby Starbucks shops will be provided along with store hours.

Catalogs

A catalog is a multipage direct-mail publication that shows a variety of merchandise. People may
not realize that Starbucks has a lot more than coffee beans and tea bags to offer their consumers.
Starbucks has a lot to offer, so catalogs are a very useful way of distributing all to different items
available to consumers. Aside from there many different packaged beverages, the company also
sells merchandise. This includes: mugs, to-go cups, syrups, sauces, music CDs and brewing
machines, such as coffee makers, espresso machines and tea kettles. All these different things can
be included in a specialty catalog as well as online.

Direct Response Advertising

Whether it may be in a newspaper or in a magazine, Starbucks advertisements will be simple yet

effective. Most consumers go crazy over the different seasons limited time only beverages, so
including a bright and eye catching photo of that drink will attract readers. Starbucks print ads
will include a phone number for more information and coupon to use on the consumers next
Starbucks purchase. Also, television is good medium for direct marketers who are advertising a
broadly targeted product. A direct-response commercial on radio or TV can provide the necessary
information for the consumer. The best form of broadcast media for Starbucks to advertise their
product is television. Luckily for Starbucks, the different and fun beverages they offer can make
great short, yet effective commercials.

Interactive Direct Marketing Campaign

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In is more than often that parents send their kids to school and the students return home with
different catalogs advertising things such as cookie dough or frozen pizzas. However, adults
these days are not interested in these types of items, and the catalogs usually sit around the house
until they are eventually thrown away. Now if a child came home with a catalog for Starbucks
merchandise that is something that would definitely attract a parents attention.

Campaign Objectives

1. To advertise Starbucks using different and unexpected techniques.

2. To keep Starbucks product and merchandise connected within adults.
3. To market the various merchandise that Starbucks has to offer.

Campaign Strategies

The most important feature of our catalog is its appearance. The front page of the three-fold
catalog will be beautifully designed with an enhanced version of the well-known Starbucks logo.
Under the logo, it will read in a large text, Starbucks, there is more than you know! This will
have reader curious and immediately open to the next page. The catalog will be divided into
coffee means, tea bags, merchandise, and brewing equipment. The last page will be devoted to
our Starbucks Rewards Card membership, which will include detailed information on how to
open up a card and the benefits customers will receive.

The company will work with different public high schools to distribute the catalogs. Students can
hand out the catalogs as a club, or schools can give out the Starbucks catalogs in homerooms
classes. The pictures and descriptions throughout the catalog will be inviting to all consumers.

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Copy Ads

Direct Action Headlines

Assertion

Everyones common neighbor.

Command

Whats better than a shooting star? A shooting star with Starbucks.

How To Headline

Pour, stir, sip, every morning.

News Announcement

Come experience our new member the Vanilla Macchiato.

Indirect Action Headlines

Puzzle

Drink amongst the stars.

Blind Headline

Sip Slowly.

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Association

(The sun shining through): Wheres my Starbucks?

Jingles/Slogans

Parallel Construction and Repetition

Leave your neighborhood and come to ours.

High quality coffee for high quality people.

Unexpected Phrase

A bang for your Buck.

Rhyme

With the morning shine comes Starbucks time.

Cuing for Product

The morning doesnt begin without Starbucks.

Direct Address

Do you want to enjoy the authentic coffee house experience?

Print Ad: Nonlinear

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Print Ad: All Art

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Print Ad: Dominant Type/All Copy

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Print Ad: Picture Window

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Print Ad: Grunge

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Banner Ads

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Storyboard & Script

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