PRESENTED BY: HEIDI ORDILLAS, MONIQUE ARIAS, HANNAH LOESCHORN, GRACE GAGE, JAZMIN MARCOS, & ALEXANDRA TZOUGROS
Background On the Problem Largest Starbucks Reserve Roastery opening in Chicago in ● 2019 Rush -> Enter coffee shop -> Buy coffee -> Bye ● ● Ready-to-drink coffee market: 2017-2022 ↑ 67% sales (Mintel) Chicago Starbucks Reserve Roastery = worth to stay! ● (Chicago 2 Tribune)
Target & Objectives Target Objectives Ages 18-39 (48% of 18-24 and 63% of 25-39 are ● Generate awareness of Reserve. coffee drinkers) Add to the unique experience. ● ● Primary: Business people looking for a ● Promote quality coffee and quality time. secondary office or open workplace. Create Memories to be shared on social media. ● ● Secondary: Tourists looking for one-of-a-kind tourist attractions to explore or relax in. Generate awareness for the new Chicago Starbucks Reserve as a unique, gathering place where you can enjoy quality coffee as you work or catch-up with others. 3
Key Insights ● “75% of pop-up event attendees believe it’s worth paying more money for a unique dining experience” -EventBrite ● “Gourmet coffee beverage consumption in 25-39 yr olds jumped from 19% to 41% between 2008 to 2016” -Forbes ● “Nearly 73 million people shared photos of their coffee on Instagram” in 2015/2016 -Crimson Hexagon (SinglePlatform) 4
Messages & RTBs MESSAGES RTB’s ● Offers exotic, rare exquisite coffee, multiple brewing ● Starbucks Reserve Chicago is opening. methods and specialty reserve drinks. ● Coffee is a destination to meet, work, and enjoy others’ ● Interactive four-story, 43,000 sq. ft. space. company. ● Starbucks as a company is one that we trust because, as ● Venture into a new modern take on coffee. Simon Sinek says, it works from the Why to the How. We ● The right place to get your work done and hang out put trust into companies that live by their mission. with others. ● Starbucks Reserve has all the benefits of a coworking ● Meet here, drink here. Starbucks reserve is not just a space (wifi, space, comfort), but is more cost effective as cup of coffee. you only need to buy a coffee for access. USP/SMIT: Starbucks Reserve Roastery is more than just a traditional coffee shop and it’s worth to stay. 5
Campaign Strategy To raise awareness for the Starbucks Reserve opening in Chicago by engaging our target audience in a once in a lifetime experience. Gray Gray (Selfie Station) 6
Tactics There will be 2-3 filter options that will be attached ● 7 am-10am 2 Midsize (5 feet) cup & coupon handout ● to the Boomerang or photo including a playoff on Aon Center and Union Station ○ misspelled names on Starbucks orders and one 10am-3pm 3 Giant Cups (10 feet) & coupon handout ● relevant to the Starbucks Reserve itself. There will Millenium Park, Pioneer Square, Water Tower ○ also be an option to opt into Starbucks Reserve 15% off coupon, 200,000 total, 40,000 at each location ● notifications via email after talking the picture(s). 7
Media Channels & Strategy We will not be advertising the pop up on social media but instead let the ◉ experience share itself. By using our giant cups, we will naturally attract the attention of those ◉ walking by (who walks by a 10 ft. coffee cup and does not wonder why it’s there?). Therefore, they will be intrigued by the photo station and filters and post ◉ them to their own social media in efforts to feel like they are “in” on something. Therefore, we will not have to pay for the online promotion. 8
Measures of Success Engagement ● ○ # of customers who showed up ○ # of pictures posted within the technological border and shared online Sales ● # of coupons are actually used ○ ○ #cups of coffee are sold 9
Total Cost 10ft Coffee Cup (x3) $9,000 5ft Coffee Cup (x2) $4,500 Workers to hand out coupons $552 (8 workers over 46 hours, $12/hr) Selfie Station *including attendant (x3) $2,400 Coupons (x200,000) $2,400 Total: $18,852 10
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