PRESENTED BY: HEIDI ORDILLAS, MONIQUE ARIAS, HANNAH LOESCHORN, GRACE - - PowerPoint PPT Presentation

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!

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(Chicago Tribune)

Target & Objectives

Target Ages 18-39 (48% of 18-24 and 63% of 25-39 are coffee drinkers)

• Primary: Business people looking for a

secondary office or open workplace.

• Secondary: Tourists looking for one-of-a-kind

tourist attractions to explore or relax in. Objectives

• Generate awareness of Reserve.
• Add to the unique experience.
• Promote quality coffee and quality time.
• Create Memories to be shared on social media.

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.

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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

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(SinglePlatform)

Messages & RTBs

MESSAGES

• Starbucks Reserve Chicago is opening.
• Coffee is a destination to meet, work, and enjoy others’

company.

• Venture into a new modern take on coffee.
• The right place to get your work done and hang out

with others.

• Meet here, drink here. Starbucks reserve is not just a

cup of coffee.

RTB’s

• Offers exotic, rare exquisite coffee, multiple brewing

methods and specialty reserve drinks.

• Interactive four-story, 43,000 sq. ft. space.
• Starbucks as a company is one that we trust because, as

Simon Sinek says, it works from the Why to the How. We put trust into companies that live by their mission.

• Starbucks Reserve has all the benefits of a coworking

space (wifi, space, comfort), but is more cost effective as 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.

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To raise awareness for the Starbucks Reserve opening in Chicago by engaging

• ur target audience in a once in a lifetime experience.

Gray Gray

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Campaign Strategy

(Selfie Station)

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Tactics

• 7am-10am 2 Midsize (5 feet) cup & coupon handout

○ Aon Center and Union Station

• 10am-3pm 3 Giant Cups (10 feet) & coupon handout

○ Millenium Park, Pioneer Square, Water Tower

• 15% off coupon, 200,000 total, 40,000 at each location
• There will be 2-3 filter options that will be attached

to the Boomerang or photo including a playoff on misspelled names on Starbucks orders and one relevant to the Starbucks Reserve itself. There will also be an option to opt into Starbucks Reserve notifications via email after talking the picture(s).

◉ 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.

Media Channels & Strategy

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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

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Total Cost

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10ft Coffee Cup (x3) $9,000 5ft Coffee Cup (x2) $4,500 Workers to hand out coupons

(8 workers over 46 hours, $12/hr)

$552 Selfie Station *including attendant (x3) $2,400 Coupons (x200,000) $2,400

Total: $18,852