![Company Information
• Mission Statement:
– To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time
• Key Principle:
– When we are fully engaged, we connect with, laugh with,
and uplift the lives of our customers – even if just for a few
moments. Sure, it starts with the promise of a perfectly
made beverage, but our work goes far beyond that. It’s
really about human connection
• Overarching goal of improving the lives of their
customers
– Promoting healthier food and drink options literal
interpreation of improving the “human spirit” and
“[uplifting] lives’](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Starbucks healthy eating digital strategy
- 1. Starbucks Digital Marketing Strategy Proposed by: Shannon Moore April 16, 2012
- 2. Company Information • Mission Statement: – To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time • Key Principle: – When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection • Overarching goal of improving the lives of their customers – Promoting healthier food and drink options literal interpreation of improving the “human spirit” and “[uplifting] lives’
- 3. Challenges and Goals Challenge: • Known for sweet, savory drinks and treats – Often associated with being high-calorie Goal: • In the minds of customers, be thought of as a healthy food and beverage establishment – Reach out and gain a new demographic of customers (healthy eaters)
- 4. Theme for Strategy • Market all of Starbucks healthy drink and food options – Low-calorie • Most food selections are under 500 calories – “Skinny” – Reiterates company’s mission and principles • Improving lives • 3 components to overall strategy: – Social media, Internet marketing, Mobile marketing
- 5. Target Market • Healthy eaters • Weight-conscious individuals • Fit and athletic people • Ages 22-35 – Specifically (or more geared towards) women
- 6. Part 1: Social Media • Successful Facebook, Twitter, LinkedIn – Leverage by making daily posts referencing lower calorie drinks and food options • Healthier ways to order (ex: “skinny”) • Offerings • Specials • Blog posts
- 7. Part 2: Internet Marketing • Google AdWords and Facebook Ads campaigns – Keywords to target target market – Proposed advertisement: Delicious Drinks Without the Guilt No Taste Lost, Only Calories www.Starbucks.com/skinny-coffee
- 8. Part 3: Mobile Marketing • New app for smart phones – Dedicated solely to the promotion of healthy items available at Starbucks • Daily healthy option, coupon, etc. – Promote purchase or raise awareness • Customer-wide text message program – Eligible after purchase of 3 low-calorie items – Coupon – Do not have to have a smart phone
- 9. Metrics of Success • Social Media – Likes, comments, Tweets and Retweets, Friends, Follows – Links clicked on • Internet Marketing – Facebook and Google built in analytics • Mobile Marketing – Tracking of coupon usage, app downloads, text message program sign up, periodic surveys
- 10. Budget and Timeline • Total Budget: $1,775,000 – Social media: $200,000 – Internet marketing: $700,000 – Mobile marketing: $875,000 • Timeline: – Launch in late winter, early spring – Launch all strategies around same time, complementary