Table of Contents 6 2012 OVATION Awards Winning Entries

New Spring Products (Timing: March 8, 2011)
To build awareness and encourage trial of Starbucks newest spring products with media and consumers,
Edelman developed and implemented a comprehensive outreach program targeted at food, beverage
and lifestyle media. Outreach focused on the newest spring offerings including Cake Pops, the line of
Petites pastries, the new Cocoa Cappuccino and a 40th Anniversary Tribute Blend coffee. A tailored e‐
mail highlighting the products and including other relevant 40th information was developed and sent to
key contacts. For top‐tier contacts, Edelman conducted celebration product drops which included a
personalized delivery of an afternoon snack, featuring an assortment of the new products and
beverages. The team reached out to these media targets in advance with an embargoed pitch offering a
taste of Starbucks new spring treats. As a result of these drops, coverage was generated in national
outlets including Chatelaine and Canoe.ca and in the country’s most widely‐read regional paper, The
Toronto Star.
See: Work Sample 3 ‐ SBUX40 ‐ New Spring Products ‐ National QA and Key Messages;
Work Sample 4 ‐ SBUX40 ‐ New Spring Products ‐ National Promo Items Fact Sheet;
Work Sample 5 ‐ SBUX40 ‐ New Spring Product Media Drop Pitch
Work Sample 10 ‐ SBUX40 ‐ Select Campaign Media Coverage Results
Global Month of Service Marquee Events (Timing: Toronto: April 16, 2011/ Vancouver: April 30, 2011)
Throughout the month of April, partners (employees) and customers worldwide joined together for
Starbucks first‐ever Global Month of Service. This initiative was designed to encourage individuals to act
as change‐makers ‐‐ effecting positive action in the communities where they live and work. A global goal
was set of 200,000 hours of community service performed throughout the month. In Canada, over 1,000
partners (employees) and community members from Toronto, Vancouver and surrounding areas came
together in two beautification efforts to transform a local community and family centre in one of each
city’s high‐need neighbourhoods. The revitalization projects were part of a collaborative “green” plan to
create sustainable community gardens designed to help give residents a sense of pride for their home.
In addition to local media outreach to generate interest and awareness of the events, the Edelman team
was also responsible for message development and training of key spokespeople. Nearly 4,000 hours of
community service were completed in Canada and the events were executed flawlessly. Local Toronto
media including CP24 and Global News attended and covered the event during their evening and
weekend newscasts.
See: Work Sample 6 ‐ SBUX40 ‐ Global Month of Service Marquee Events ‐ National News Release;
Work Sample 7 ‐ SBUX40 ‐ Global Month of Service Marquee Events ‐ Toronto Event Talk Track;
Work Sample 10 ‐ SBUX40 ‐ Select Campaign Media Coverage Results
Onward Book Tour (Timing: Toronto: April 13/Vancouver: May 21, 2011)
Howard Schultz’s visit to Canada to mark the 40th Anniversary celebrations also provided an
opportunity to create awareness for the Starbucks story with his new book, Onward. Edelman
supported this initiative in Toronto and Vancouver through media outreach to secure 1:1 interviews for
Mr. Schultz with top‐tier targets. The team also developed market‐specific briefing materials, prepared
and distributed media materials to business media and provided on‐site support for book tour events. In
Toronto, the team coordinated a breakfast event for Mr. Schultz where he participated in a sit‐down
interview with the business retail reporter from Canada’s largest national newspaper, Globe and Mail.
Mr. Schultz discussed the key themes in Onward, and also focused on 40th Anniversary program
messaging throughout, including Canada as the first expansion market for Starbucks. Several interviews
with additional national media outlets were also conducted. In Vancouver, Mr. Schultz spoke with key
regional newspaper the Vancouver Sun, where he addressed the importance of companies giving back
to the communities they serve.