Table of Contents 6 2012 OVATION Awards Winning Entries

OVATION Awards Winning Entry
Communication Management
Media Relations with budget greater than $50,000 up to $100,000
AWARD OF MERIT
Entrant’s Name: Cynthia Innes, Edelman Public Relations
Organization’s Name: Starbucks Coffee Company & Edelman Public Relations
Division and Category: Division 1: Communication Management Category 4b: Media Relations with a budget
greater than 50K up to 100K
Title: Starbucks 40th Anniversary
Time Period of Project: March – May, 2011 from inception to execution
Brief Description In March 2011, Starbucks Coffee Company celebrated its 40‐year anniversary. As part of a
larger global program, Edelman Public Relations (Edelman) was tasked to bring several (global) 40th
Anniversary initiatives to life in the Canadian market. The team developed and executed a multi‐phase,
Canadian‐relevant program designed to celebrate this monumental event.
Business Need/Opportunity:
In March 2011, Starbucks globally celebrated 40 years of providing great coffee and great experiences to
its customers. An innovative leader in the coffee industry, 40 years of success meant time to celebrate!
In conjunction with the celebration, this anniversary also marked an opportunity to enhance brand,
customer and partner (employee) loyalty. As part of a larger global program, the Edelman Canada team
was tasked to bring several (global) 40th Anniversary initiatives to life in the Canadian market. The team
developed and executed a multi‐phase, Canadian‐relevant program including a localized 40th
Anniversary announcement, the promotion of new spring products, the launch of the Global Month of
Service initiative supported by two, large‐scale regional marquee events and Howard Schultz’s Onward
book tour.
Intended audiences:
National and local media were the primary audiences for this campaign. With the number of supporting
40th Anniversary initiatives, Edelman reached out to a variety of beat reporters including business,
lifestyle and consumer, marketing and local news. The goal was to leverage media as a conduit to raise
awareness of a) the global 40th Anniversary; b) the new spring products; c) the Global Month of Service
and marquee events; and d) the launch of Howard Schultz’s book, Onward. Starbucks partners
(employees) were also identified as a secondary audience for the Global Month of Service marquee
events.