STARBUCKS

Vanessa Alejandra Ramirez Vazquez

9.3 Project 1: Presentation Script and Slides
THE WHY, WHAT, AND HOW OF THE
COMPANY

WHY - Believe in the pursuit of doing good, having a

positive impact on communities.

HOW - Invest in the humanity and wellbeing of everyone

(from partners to coffee farmers to the customers) and
strive to turn positive resources.

WHAT - Inspiring craft and driving innovation in coffee,

drinks, food, stores and experiences everywhere.
BUSINESS OBJECTIVES

Turn the 36% of the US population who does

NOT drink coffee into regular Starbucks
customers.
CAMPAIGN OBJECTIVES

Significantly increase awareness "and" trial of

the caffeine-free drinks at Starbucks.

Increase in-app sales by 5% on cold non-

caffeinated beverages by the end of April,
taking advantage of increased sales of cold
beverages last year.
Psychographics
MEET ISABEL
• Take advantage of every available time with
her young child for different activities inside
and outside the house
• Works 5 days a week with no fixed hours, she
needs to make the most of her available time
• Regularly uses Instagram for work for photo
editing
• Likes to make smart purchases, always
looking when and where to buy with discounts
and special offers
• Loves to search for information on different
topics, such as: personal care, recipes, baby
education, games and activities
Demographics
ISABEL: Female, Age: 18-35,
Single. Living in the suburbs of
Mexico City. Likes Starbucks
products, for the shopping
experience with 100%
satisfaction and the pleasant
place. With high engagement
on TikTok.
 MEET ADRIANA
Psychographics
Demographics
• Likes Starbucks desserts (mainly cakes),
sandwiches and cold coffee, to take away ADRIANA: Female, Age: 40-
most of the time 45, Married. Living in the
• Likes to train 4-5 times a week (including suburbs Toluca City (Mexico
weekends) and participate in sporting events State). Likes Starbucks
• Use Instagram 1-2 times a day. Mainly desserts (mainly cakes),
looking for Job Offers, Marketing campaigns, sandwiches and cold
Clothing trends, Travel and Pet videos coffee, to take away most
• Has a pit bull puppy. Goes for a walk 3-4 of the time. With high
times a day. And is in training. On the engagement on Linkedln
weekends try to go out to pet friendly places. and Instagram.
VALUE PROPOSITION
Proposition Incentive or Promotion
Statement
Let´s celebrate together Spring
The right place to time. Valid From March 7 to 28.
find a wide When you buy any of your
variety of non- favorite non-caffeinated cold
caffeinated, hot drinks, get one strawberry cake
and cold drinks cakepop. The perfect couple!
available to This promotion is available in
delight all tastes. the app as part of the Rewards
program.
CONTENT ENGAGEMENT STRATEGY

ENTERTAINMENT looking for something fun

that can focus on gamification to encourage
the audience to take action through a
contest.
BIG IDEA

We know audiences love to get creative and

wear Starbucks costumes, so they are invited
to enter a contest to share a photo wearing
your favorite non-caffeinated cold drink
costume. They can earn anything from free
drinks, gift cards, or up to a full year´s worth of
free non-caffeinated cold drinks (one per day).
KEY MESSAGES

Key Message Call to Action

Fun time an free Get free drinks, gift cards, or a

cold drinks free non-caffeinated cold drink all
happens with year long. Take advantage of your
Starbucks creativity and originality and
costumes. participate. We know you love
creating original Starbucks
Keywords costumes.

Costume, Fun, Original, Starbucks

MEDIUMS, CHANNELS, & KPIs - ISABEL

Channels Medium Key Metrics

Instagram UGC photo images of Social traffic and

App people wearing their conversions Social
favorite non- shares Social new
caffeinated cold drink followers Social
costume from engagement metrics
Starbucks with family,
friends and pets
MEDIUMS, CHANNELS, & KPIs - ADRIANA

Channels Medium Key Metrics

App UGC photo images Product performance

Email of people wearing Purchase frequency
Instagram their favorite non- Order frequency
caffeinated cold Incremental sales Email
drink costume marketing engagement
from Starbucks score Email marketing
with family, friends statistics.
and pets.
CUSTOMER JOURNEY - ISABEL
Decides to participate in
the contest

Click to learn more

information

Teaser ad or post
CUSTOMER JOURNEY - ADRIANA
Decides to participate
in the contest

Click to learn more

information

Teaser ad or post
 TIMELINE AND BUDGET
Estimated Estimated Estimated current target
Estimated
Costs Revenue KPIs Totals

Product Images App $2,500 Cold non-caffeinated beverages $670,000 Email open rate 9280000 11580000 Total Costs $69,800
Product Images Email $2,500 Instagram Followers 17700000 20000000 Total Revenue $670,000
Product Images Instagram $2,500 Twitter Followers 11000000 12000000 ROI 860%
Product Images Twitter $2,500 App sales 5600000 7100000 Email open rate 125%
Social Media $4,800 Instagram Followers 113%
Emailing $5,000 Twitter Followers 109%
Prize money $50,000 App sales 127%
 CONTENT CALENDAR – HIGH LIGHTS

Channel Campaign Publish Date Creative Assets Creative Asseets Due: Text CTA Link Hashtags
App Matching 3/14/22 Product placement caffeine free 2/25/22 Ice to see you. Starbucks Costume Contest.Order Now. Acquire link to product landing page #caffeinefree
Starbucks iced drinks and fun messages your favorite caffeine #iceddrinks
Costumes free iced drink from
your app.
Email Matching 3/14/22 UGC that shows people wearing 2/25/22 Fun time an free iced drinks happens with Participate Now. For links to all platfform social media #starbuckscostumes
Starbucks 3/21/22 their favorite caffeine free iced Starbucks costumes. details, visit sites #funtime
Costumes 3/28/22 drink costume (photo images) starbucks.com/terms
4/4/22
4/11/22

Instagram Matching 3/14/22 UGC that shows people wearing 2/25/22 Fun time an free iced drinks happens with Participate Now. Find links to all platfform social media #starbuckscostumes
Starbucks 3/21/22 their favorite caffeine free iced Starbucks costumes. more info at the link sites #funtime
Costumes 3/28/22 drink costume (photo images) in our bio.
4/4/22
4/11/22

Twitter Matching 3/14/22 Product placement caffeine free 2/25/22 Ice to see you. Starbucks Costume Contest.Order Now. What´s link to product landing page #caffeinefree
Starbucks iced drinks and fun messages your go-to caffeine #iceddrinks
Costumes free iced drink order?

• Weekly content for App, Email, Instagram and Twitter to

share "Matching Starbucks Costumes” campaign
• Weekly content for App, Email, Instagram and Twitter to
share Costume Contest
AD MOCKUPS FOR ISABEL
AD MOCKUPS FOR ADRIANA
THANK YOU