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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Print

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.