Table of Contents 6 2012 OVATION Awards Winning Entries

See: Work Sample 8 ‐ SBUX40 ‐ Onward Book Tour ‐ National News Release and Bio;
Work Sample 9 ‐ SBUX40 ‐ Onward Book Tour ‐ Starbucks Canada Media Backgrounder;
Work Sample 10 ‐ SBUX40 ‐ Select Campaign Media Coverage Results
5. Implementation and Challenges:
The program budget was under $100,000. The team provided everything from strategic oversight and
planning to event management and execution support. The program was very successful and faced just
one notable challenge:
Vancouver Marquee Event Coverage: Media coverage of the Vancouver Marquee event day was limited
because of a very busy news cycle dominated by the Royal Wedding, an unexpected local election
announcement and breaking news of Osama Bin Laden’s death.
6. Measurement/Evaluation:
The Starbucks 40th Anniversary campaign was extremely successful in meeting program objectives and
goals. The tailored, personalized outreach approach was effective in piquing and sustaining Canadian
media interest and coverage throughout the duration of the program. The exciting new products,
emphasis on community and celebration each succeeded in reinforcing program messages, ultimately
bringing them to life in a variety of ways. Coverage appeared on a variety of major mainstream news
outlets including national, regional and local publications.
OBJECTIVE: Generate branded, earned media coverage of Starbucks 40th Anniversary initiatives resulting
in a total of 20,000,000 media impressions, 30 stories and a cost per contact of $0.005
A successful media strategy with a phased and tailored outreach approach generated a total of 58
pieces of media coverage and 35,456,258 million media impressions, representing a 77% increase
over the original program goal. Added touch points of media mail packages and product drops,
bringing the 40th celebration directly to the media, also helped drive branded stories.
A full program total cost per contact of $0.003 was achieved, surpassing the originally established
goal of $0.005.
OBJECTIVE: Introduce Howard Schultz’s new book ‘Onward’ in Canada and secure earned media
coverage with 3‐5 high level business media, to maintain momentum of 40th celebrations
The team secured a total of seven business interviews for Mr. Schultz with top‐tier national
Canadian business media. The additional media outreach conducted by the team in support of
Onward resulted in continued coverage of the 40th Anniversary and 13 additional pieces of
coverage for the book launch.
OBJECTIVE: Increase awareness of the global month of service events using media relations to generate
3‐5 local market stories and encourage event participation
Local media coverage in Toronto and Vancouver resulted in eight stories about the Global
Month of Service Marquee Events and contributed to the over 1,000 Canadian participants
nationally.
Conclusion – The Starbucks 40th Anniversary program was truly a milestone to celebrate. With
numerous elements to execute, the team kept 40th celebrations brewing in Canada from March until
the end of May. By creating and executing a tailored, cross‐country media outreach program, the team
secured multiple stories that covered several programming efforts and key messages. In the end,
through various outreach initiatives, community connections were established through the Month of
Service events, Starbucks partners (employees) were reinvigorated and media and consumers got
excited for the new spring product offerings. Leveraging Howard Schultz’s visits to Toronto and
Vancouver created an added level of pride that was felt by many and that resonated through each