Table of Contents 6 2012 OVATION Awards Winning Entries

3. Goals and Objectives:
The program communication goals were based on generating coverage in traditional media. The
campaign’s primary focus was to generate awareness of Starbucks 40th Anniversary and supporting
activities. The program objectives were as follows:
I. Generate branded, earned media coverage of Starbucks 40th Anniversary and new spring product
offerings
a. Measureable Objectives: Secure 20‐million media impressions, 35 stories and a total program cost
per contact of $0.005
II. Introduce Howard Schultz’s new book ‘Onward’ in Canada and secure earned media coverage to
maintain momentum of 40th celebrations
a. Measureable Objectives: Secure a total of 3‐5 high‐level, business‐focused interviews for Mr. Schultz
with top‐tier media across the country
III. Increase awareness of the global month of service events in local media
a. Measurable Objectives: Secure 3‐5 local news stories
4. Solution Overview:
With a number of executions supporting the 40th Anniversary in a short timeframe, it was important to
ensure the right media targets would be reached with the right story angles to increase coverage
opportunities. The team conducted a media audit with key targets in March to determine which
upcoming Starbucks initiatives were of most interest to them. The research revealed that the majority of
media would cover the 40th Anniversary announcement and the new products, while the Global Month
of Service marquee events were of most interest to very localized media, despite the larger global
emphasis and week‐long global event support. This research emphasized the need to create an
individualized, tailored outreach approach for each activity and was the catalyst to securing great
results.
Starbucks 40th Anniversary was supported by a number of initiatives rolled out between March and
May 2011. Edelman and Starbucks developed a comprehensive communications plan that would appeal
to the target audiences by creating a communal sense of celebration. Because the program was
executed over a 6‐8 week timeframe, implementing a tailored, phased approach was essential to
prevent media fatigue with the brand. To generate awareness, the team leveraged the 40th Anniversary
to highlight Starbucks continued commitment to its partners (employees) and the local communities
where it does business, demonstrating its evolution as a company in the Canadian marketplace and
introducing the new spring product offerings that consumers would love. Key program elements
included:
40th Anniversary Announcement (Timing: March 8, 2011)
To kick off Starbucks 40th Anniversary activities, a global announcement was made on March 8th
unveiling a new brand logo and the Global Month of Service initiative. In Canada, the program was
supported with national media outreach, including providing media access to b‐roll footage. An
exclusive Canadian media opportunity was also secured for a satellite interview with Howard Schultz on
March 8th with top‐tier national morning show program, Canada AM.
See: Work Sample 1 ‐ SBUX40 ‐ 40th Anniversary Announcement ‐ National B‐Roll Advisory; Work Sample
2 ‐ SBUX40 ‐ 40th Anniversary Announcement ‐ National News Release;
Work Sample 10 ‐ SBUX40 ‐ Select Campaign Media Coverage Results