Campus cafe

Starbucks campus cafe

EXECUTIVE SUMMARY

With increasing economic pressure, Starbucks seeks to enhance it’s capital

The Campus Café Pilot will launch on January 20, 2015

The Campus Café 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

THE BIG IDEA

BUSINESS OBJECTIVES

•Increase market share

•Broaden CSR initiatives

•Expand national visibility of the Campus Café

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COMMUNICATION OBJECTIVES

•Raise awareness about the launch

•Develop relationships with the local community

•Inform employees about new outreach initiatives

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AUDIENCES

• Media

• National Academic Community

• Local NYU/Downtown community

• SBUX Employees

KEY MESSAGES

•The Campus Café 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

STRATEGIES

• Use media relations to engage and educate audience

• Build relationships with local community by anticipating and responding to community expectations and concerns

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• 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

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COMMUNITY RELATIONS TACTICS

• Green design/ sustainability:LEED certified storeRecycling program

• CSR:Food Donation to local shelters and community centers

• Town hall:Answer concerns of local business owners and community membersGarner trust within the community

For Local Community:

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COMMUNITY RELATIONS TACTICS

For Local Community:• A Social Media Campaign

Exclusive Campus Café cup

• Starbucks University

Starbucks Management Lecture

School Scholarship

COMMUNITY RELATIONS TACTICS

For Academic Community:

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COMMUNITY RELATIONS TACTICS

For Academic Community:

• Operational Efficiency And PerkExpress line for drip coffeeOrder ahead (Mobile APP)Campus cash acceptedSeasonal discountExpanded menu24/7 Operation hourFinal study corner

• Starbucks internal employee memoranda

• NYU student employee opportunities

For Internal Employees:

COMMUNITY RELATIONS TACTICS

TIMELINE

Nov MayDec 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

CONTINGENCIES

• Union/labor issues

• Severe inclement weather

• Food safety

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 Café to other universities

• Internal survey/ focus group

NEXT STEPS

• Create a business model to be applied to campus café’s nationwide

• Begin pitching media sources

• Create social media accounts to monitor engagement