Starbucks Campus Cafe Comm Plan (1)

This communication plan for Starbucks was for Reputation Management final project. The goal was to help maintain Starbucks' reputation and also build a new business model as campus cafe.

1. Campus cafe
Starbucks campus cafe

2. EXECUTIVE SUMMARY
With increasing economic pressure,
Starbucks seeks to enhance it
’
s capital
The Campus Caf
é
Pilot will launch on
January 20, 2015
The Campus Caf
é
Pilot will be housed in
front of NYU
’
s Stern Building
This venture is a way for Starbucks to
expand and mutually benefit from the
academic market

3. THE BIG IDEA

4. BUSINESS OBJECTIVES
•
Increase
market share
•
Broaden
CSR
initiatives
•
Expand
national visibility
of the Campus Caf
é

5. 5
COMMUNICATION OBJECTIVES
•
Raise
awareness
about the launch
•
Develop
relationships
with the local community
•
Inform
employees
about new outreach initiatives

6. 6
AUDIENCES
•
Media
•
National Academic Community
•
Local NYU/Downtown community
•
SBUX Employees

7. KEY MESSAGES
•
The Campus Caf
é
is
unprecedented
—
featuring the
latest in operational efficiency and green building
initiatives
•
It
’
s your new neighbor
—
a place can call your
home
away from home
at any hour of the day
•
Formal
training and mentorship
for Starbucks
employees and NYU students

8. STRATEGIES
•
Use
media relations
to engage and educate
audience
•
Build relationships with local community by
anticipating and responding to community
expectations and concerns

9. 9
•
Exclusive interview with CEO Howard Schultz
•
Teaser for what
’
s to come in 2015 for Starbucks on TV
•
Invite local & national journalists & bloggers from
academic & traditional media to an exclusive pre-
opening walk through
MEDIA RELATIONS TACTICS

10. 10
COMMUNITY RELATIONS TACTICS
•

Green design/ sustainability:
LEED certified store
Recycling program
•

CSR:
Food Donation to local shelters and community centers
•

Town hall:
Answer concerns of local business owners and community members
Garner trust within the community
For Local Community:

11. 11
COMMUNITY RELATIONS TACTICS
For Local Community:
•
A Social Media Campaign
Exclusive Campus Caf
é
cup

12. •
Starbucks University
Starbucks Management Lecture
School Scholarship
COMMUNITY RELATIONS TACTICS
For Academic Community:

13. 13
COMMUNITY RELATIONS TACTICS
For Academic Community:
•
Operational Efficiency And Perk
Express line for drip coffee
Order ahead (
Mobile APP
)
Campus cash accepted
Seasonal discount
Expanded menu
24/7 Operation hour
Final study corner

14. •

Starbucks internal employee memoranda
•
NYU student employee opportunities
For Internal Employees:
COMMUNITY RELATIONS TACTICS

15. TIMELINE
Nov
May
Dec
Jan
Feb
March
April
June
July
Aug
Sept
Oct
Evaluation (Traditional & Social Media)
Pre-launch
On campus promo
Launch
Internal Memorandum (Monthly)
Lecture Lecture Lecture Lecture

16. CONTINGENCIES
•
Union/labor issues
•
Severe inclement weather
•
Food safety

17. METRICS
•
Traditional media: article prominence, engagement, media
impressions, tonality
•
Social media: likes, follows, click through, engagement
•
Foot traffic in store/sales volume
•
Expansion of the Campus Caf
é
to other universities
•
Internal survey/ focus group

18. NEXT STEPS
•
Create a business model to be applied to campus caf
é’
s
nationwide
•
Begin pitching media sources
•
Create social media accounts to monitor engagement