Book Part 2

1. worth every sip.
1818
worth every sip.
At some point everyone tries to save a dime, but is it
worth it? At Starbucks, we make sure you get more
for what you pay for - high quality coffee, committed
baristas and a welcoming environment.
note to self:cars don’t run without gas
www.starbucks.com/notetoself

2. 19
note to self:stop settling for the cheap seats
worth every sip.
At some point everyone tries to save a dime, but is it
worth it? At Starbucks, we make sure you get more
for what you pay for - high quality coffee, committed
baristas and a welcoming environment.
www.starbucks.com/notetoself

3. 20
note to self:stop settling for the cheap seats
worth every sip.
At some point everyone tries to save a dime, but is it
worth it? At Starbucks, we make sure you get more
for what you pay for - high quality coffee, committed
baristas and a welcoming environment.
www.starbucks.com/notetoself
note to self:don’t buy cheap jewelry
worth every sip.
At some point everyone tries to save a dime, but is it
worth it? At Starbucks, we make sure you get more
for what you pay for - high quality coffee, committed
baristas and a welcoming environment.

4. worth every sip.
21
note to self:spend more than a dollar on my next razor
worth every sip.
At some point everyone tries to save a dime, but is it
worth it? At Starbucks, we make sure you get more
for what you pay for - high quality coffee, committed
baristas and a welcoming environment.
www.starbucks.com/notetoself

5. worth every sip.
22
non-traditional media
Postings
Postings will be put all over se-
lected cities in areas such as pub-
lic restrooms, message boards
and other publically located ar-
eas. The purpose of the postings
is to drive consumers to the Star-
buck’s website.
Table Tents
These table tents will be placed
on tables in Starbucks stores
driving traffic to the website, we
will also use in December dur-
ing the “Gold Card for the Global
Fund” fundraiser.
Cheaper isn’t always better.
Has something bad happened to you while
trying to pinch pennies? Express your
regret at Starbucks.com/notetoself
for a chance to win a $20 Starbucks
gift card and to have your story featured
on the site.
note to self:
worth every sip.

6. worth every sip.
23
We will launch a new micro-site through which Starbucks customers will be able to partici-
pate in the nation-wide “Note to Self” contest. This contest will give customers the opportunity
to share their bad experiences when sacrificing quality for price, in the form of video and blog
testimonials. For 10 months Starbucks will select 10 “regrets” to be featured in the stores and
on the Web site for the following month. If a customer’s feature is selected they will be sent a
$20 gift card. Out of the 10 that are featured every month, customers will then log in to the
website to select their favorite for each month.
The winning “regret” will be nominated to participate in the grand prize
contest. In May of 2010 these finalists will be featured on the website
again for consumers to select the grand prizewinner. The winner will
then receive free regular coffee for a year and have their story made
into a nationwide advertisement for Starbucks.
The contest will give sippers and gulpers an opportunity to interact
with the brand in the media vehicle that our target audience uses most
frequently.
Submit a
Blog
Submit a
Video
See all of
this month’s
features
Vote on
your
favorite
Express your “penny pinching” regrets here!
RED+
Store Locator
Click here to search
for a store or event.
site map customer service your account
bad things can happen when you try to save a dime.
note to self:
worth every sip. Cheaper isn’t always better.
Has something bad happened
to you while trying to pinch
pennies? Express your regret
here for a chance to win
a $10 Starbucks gift card and
to have your story featured
on the site.
starbucks.com homepage
starbucks YouTube page
promotions
contact us
“note to self” micro-site
PROMOTIONS

7. worth every sip.
24
“notes from the road”
The “Notes From the Road” promotion is a guerilla-marketing tactic aimed to create media
buzz on a national level. Starbucks will set up two different kiosks within 50 feet of each other,
with one Kiosk staffed by Starbucks baristas serving Starbucks coffee, and the other staffed by
actors serving “dollar deal” coffee. The baristas serving coffee at the Starbucks Kiosk will be
the top five Baristas in the nation, while the actors will make the alternate choice one customer
will regret. After each customer makes their decision they will be given a flyer promoting the
“note to self” website.
In order to have the highest impact on our target market the 18-34 year old Gulpers and Sip-
pers the kiosk will visit key cities known for their young professional scene. In May of 2009 it
will start in Boston, and from there it will travel through New York City, Chicago, Washington
D.C., Charlotte, Atlanta, Houston, Austin, Los Angeles, Sacramento, San Francisco, and ending
its journey in Seattle in August of 2009. The Kiosk will spend four days in each city, moving to
a different part of the city each of the three days. It will also be giving back to each city it visits,
15 percent of the coffee profits from each day of operation will be donated to the local school
system.
This event will pay off on the “note to self” strategy because customers
will be forced to make a choice between quality and price. There will be
a national press release announcing the beginning of the road-trip and
subsequent press releases sent to the individual markets as the Kiosk
arrives. “Notes from the road” video testimonials, available on the Star-
bucks YouTube channel (accessible via the micro-site), will also create
media buzz.
PROMOTIONS

8. worth every sip.
25
S PROMOTIONS
NEW YORK CITY; May 23, 2009
Starbucks Kiosk Road-trips Across the U.S.
Customers presented with choice between quality service and “dollar deal”
―—
Starbucks coffee company is sending its baristas on the road for the summer. The kiosk will
travel from its origin in New York City’s Time Square through 12 other cities to end its trip in
Seattle, the birthplace of the company.
The “notes from the road” gives customers the ability to control the quality of their coffee-
drinking experience and to give the company direct feedback about their thoughts on its per-
formance. The Kiosk renders a comical distinction between “quality service” and a “dollar deal”
for each customer to choose from. Customers are then able to record their own “Note to self” to
be submitted to the Starbucks micro-site as “Notes from the Road.”
The Kiosk will spend four days in each city, moving to a different part of the city each of the
three days. It will also be giving back to each city it visits, 15 percent of the coffee profits from
each day of operation will be donated to the local school system.
Starbucks’ “notes from the road” reinforces its dedication to the quality of its service and the
quality of its product, and shows its dedication to providing an excellent experience to its cus-
tomers.
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting
the highest quality arabica coffee in the world. Today, with stores around the globe, the compa-
ny is the premier roaster and retailer of specialty coffee in the world. Through our unwavering
commitment to excellence and our guiding principles, we bring the unique Starbucks Experi-
ence to life for every customer through every cup. To share in the experience, please visit us in
our stores or online at www.starbucks.com.
Contact Information:
Ambrosia Paglen
828-773-0767
ambrosia.paglen@addict.com
Alisa Martinez
(206) 318-7100
press@starbucks.com
“notes from the road” press release

9. worth every sip.
26
“note to self” Welcome Packets will be delivered to 25 universities and 25 businesses nation-
wide for freshmen and new employees, respectively. The new employee packet will include, a
Starbuck’s Mug, a Starbuck’s “Note to Self” memo pad, a Starbucks pen, a free “tall coffee” cou-
pon as well as information on the Starbucks Gold Card. The new student packet will include, a
“Note to Self” memo pad and pen, with a coupon for a free “tall coffee” and information on the
Starbucks Gold Card.
This promotion will serve as a customer reward tactic that will infuse the Starbucks name
into the daily lives of the most impressionable segments of our target audience. The merchan-
dise will serve as a constant reminder of Starbucks’ quality product, while the coupon will offer
an incentive to visit the store.
“note to self” welcome packets
Starbucks’ will donate 10% of all Gold Card purchases to the Global Fund during the month
of December. This partnership will be promoted through the “Note to Self: Support the Global
Fund” event and direct e-mailings. In-store posters and table tents will also be used to promote
the program. This charity partnership allows us to connect with our target au-
dience because HIV/AIDS is a prevalent topic and a fundamental concern
for their generation.
Gold Card
PROMOTIONS
Note to new employees:
Congratulations, you made it! Get ready to
start an exciting new journey. At Starbucks,
we want to help you stay focused and energized
as you tackle new challenges and wonderful
opportunities. Please enjoy your complimentary
Starbuck’s pen, mug, notepad and coupon. Re-
member to make every experience worth it and
to live without regrets.
Sincerely,
Starbucks
Worth Every Sip
Note to freshmen:
Congratulations, you made it! Get ready to
start an exciting new journey. At Starbucks, we
want to help you stay energized as you create
new memories and encounter wonderful op-
portunities. Please enjoy our Starbuck’s pen,
notepad and coupon. Remember to make every
experience worth it and to live without regrets.
Sincerely,
Starbucks
Worth Every Sip

10. worth every sip.
27
NS PROMOTIONS
NEW YORK CITY; November 26, 2009
Starbucks Promotes “Gold Card for the Global Fund”
Giant Starbucks cups invade five metropolitan areas
―—
On November 27, Starbucks will launch its “Gold Card for the Global Fund” fundraiser. Star-
bucks will donate 10% of all Gold Card purchases during the month of December to the Global
Fund.
The launch will hinge around the “Note to Self: Support the Global Fund” event. At this event,
Starbucks will invite consumers to text in their own “Note to self” experiences. The focal point
of these events will be gigantic Starbucks coffee cups that will appear in Boston, New York, Los
Angeles, Seattle and Atlanta tomorrow. Starbucks will place oversized (40 feet tall, 20 feet
wide) cups in each of the five cities.
At these stands, observers will be able to text in their own “Note to self” experience that will be
projected onto the cups. Not only will observers be able to share experiences where they tried
to save a dime and regretted it, but they will also be able to learn more about the Global Fund.
Starbucks will donate $1 for every text message received tomorrow to the Global Fund.
In New York, Radio Station Z100’s personality, Niko, will host the event in Washington Park,
where he will be accompanied by Global Fund Spokesperson and celebrity pop singer, Bono.
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roast-
ing the highest quality arabica coffee in the world. Today, with stores around the globe, the
company is the premier roaster and retailer of specialty coffee in the world. Through the com-
pany’s unwavering commitment to excellence and its guiding principles, we bring the unique
Starbucks Experience to life for every customer through every cup. To share in the experience,
please visit the nearest Starbucks store or online at www.starbucks.com.
About the Global Fund
The Global Fund was established in January 2002 to combat AIDS, tuberculosis and malaria.
The organization is the international leader in funding for tuberculosis and malaria, and pro-
vides 20% of all international funding used to fight HIV/AIDS. The Global Fund is supported by
136 countries and claims to have saved 1.9 million lives as of June 2007.
Contact Information:
Harrison Parker
555-955-3389
harrison.parker@addict.com
Alisa Martinez
(206) 318-7100
press@starbucks.com
global fund press release

11. worth every sip.
28
This event will kick off the promotion
of Starbucks’ “Gold Card for the Global
Fund” fundraiser. Large (40 feet tall, 20
feet wide) Starbucks coffee cups will be
set up in Seattle, L.A., New York, Atlanta
and Boston. These cups will have large
screens projected onto them, and will ap-
pear in high traffic areas within the cities.
People can text in a story about when
they tried to save a dime and regret-
ted it, and these texts will be dis-
played on the cup through the pro-
jection screen. Starbucks will donate
$1 for every text message received to
the Global Fund.
The event will be held on Friday, No-
vember 27, 2009, in the top five cities for
young professionals. This day is Black
Friday, so the event will be able to take
advantage of high pedestrian traffic. The
cups will be placed in Washington Park in
New York, Lennox Mall in Atlanta, Down-
town Crossing in Boston, Pioneer Square
in Seattle, and Westwood Village in Los
Angeles heavily trafficked by younger
shoppers. Participant texts will be dis-
played on the cups along with information
about the Global Fund, drink specials, and other pro-
motional offers. Radio personali-
ties from the top pop radio stations of the
respective cities, along with Global Fund Spokespersons, will play
music and entertain the crowds. Radio spots and “Note to Self”
posters will pre-promote the event one-week prior.
This initiative will pay off on the “note to self” strategy by fur-
thering the interactive element of the campaign. This interactive
element will serve to strengthen and reinforce our message that
Starbucks is worth every sip.
note to self: support the global fund
PROMOTIONS

12. worth every sip.
29
NS
zingo co-sponsorship
Note to Self: Don’t drink and drive
Starbucks will co-sponsor a free “safe-ride” weekend March 19-21, 2010, in all ten cities that
Zingo serves. This weekend is optimal for this promotion because it is in the middle of the NCAA
basketball tournament, St. Patrick’s Day festivities and college spring breaks. Customers will
receive a Starbucks/Zingo “note to self” business card to remind them to make the right choice
at the end of the night.
Our target demographic is young and socially active, thus bars are an appropriate place to
reach them. Accordingly, the co-sponsorship will promote that drinking and driving, while the
cheaper choice, is not the right choice. This promotion fits into the campaign strategy because
it implies that bad things can happen when trying to save a dime.
PROMOTIONS

13. worth every sip.
30
New York Radio Spot
“Note to Self: Support the Global Fund” Event
30 seconds:
Narrator: On Friday, November 27, Starbucks
will launch its “Gold Card for the Global Fund”
fundraiser. Starbucks has teamed up with the Glob-
al Fund to help raise funds and awareness for AIDS,
tuberculosis, and malaria. Starbucks is kicking off
this fundraiser in New York this Friday.
Niko: Hey everyone it’s Niko here, telling everyone
to come to Washington Park this Friday to join me in
support of the Global Fund. I will be on-site playing all
the hits, and a special guest will be there to educate the
crowd on ways we can help fight these terrible diseases.
Don’t miss out on your chance to help combat diseases
that are affecting millions worldwide.
Zingo Radio Spot
30 seconds:
Narrator: It’s never a good idea to drink and drive. This weekend let Starbucks drive you
home. On Friday and Saturday night Starbucks will be sponsoring Zingo Scooter Service’s late
night driving service. So go out, have fun, and leave yourself a note: Get a free ride from Star-
bucks and Zingo, call: (phone number here for reservations).
radio spots
PROMOTIONS

14. worth every sip.
31
S
Coffee Habits:
Our focus group participants had a wide range of coffee drinking habits, but most said that
they visit a coffeehouse about 3 times a week or less. The majority of the participants said that
they prefer to buy their coffee instead of brewing it at home. Also, most of them said that they
consistently order the same beverage, occasionally changing up their order for seasonal spe-
cials. A couple of the participants claimed that they could not live without coffee, but most said
that they could do without.
Individual Opinions:
Most participants agreed that some of Starbucks’ cons are that it is too “girly”, too expensive
and too loud, while it’s pros include the higher quality of its coffee, the customizable menu, and
cozy atmosphere. Several participants added that competing coffeehouse chains like Caribou
Coffee are better for group work and studying because they have bigger tables and more space
to move around. When asked about Starbucks’ brand image, the words at the top of partici-
pants’ evoked set included “glamorous”, “expensive”, “busy”, “professional”, and “consistent”.
Feelings about McCafe:
All of the participants considered McCafe a threat to Starbucks, and
most admitted that they were tempted by the lower prices. However, al-
most everyone said that they would rather walk around with a Star-
bucks cup instead of a McDonald’s cup. Participants also insisted that
McDonald’s does not have a welcoming atmosphere, is not a good place
to socialize and offers a much lower quality product. The only draws that
participants mentioned for McCafe were lower prices, hot food, and drive-
thru’s.
focus group insights
Conducted on September 29th and 30th 2008
Participants were UNC students, male and female,
ranging in age from 18 to 22.

15. worth every sip.
32
return on investment
Overall campaign ROI will be measured in sales retention (compared to previous years) on a
quarterly basis from the beginning of the campaign through its end. In order to more accurately
measure consumer reactions and favorability towards the campaign, surveys will be conducted
among Starbucks customers and coffee drinkers ages 18-34 before the campaign launch. These
surveys will focus on consumer attitude toward Starbucks and measure proclivity to choose
Starbucks coffees over those of McDonalds. Demographic samples of customers will also be tak-
en to measure demographic composition of the stores. These surveys and samplings will then
occur on a quarterly basis through the end of the campaign to determine how the campaign has
shifted Sippers’ and Gulpers’ perception of Starbucks and how well it has retained them.
Advertising:
Internet click through rates will determine how many consumers are actively engaged by our
message
The web address listed on all print executions allows for the measurement of how many con-
sumers are reached
Gold Card for the Global Fund:
Existing members: We will monitor incremental purchases over this time last year for cur-
rent members, projecting a 20% increase in same store sales.
New members: We anticipate that 5,000 new memberships will be secured during December
2009-January 2010.
We will record the number of PR hits
Big Cup:
To assess the success of “Big Cup” promotion we will track the number of texts received and
the number of coupons redeemed at participating stores.
We will record the number of PR hits
Zingo:
To assess the success of the Zingo cross promotion we will give all riders a business card with
a link to an online discount. We will then track the number of coupons redeemed
Posters and flyers in local bars advertising the Zingo partnership will also direct consumers
to this online discount.
Notes from the Road Kiosks:
The YouTube videos from this promotion will provide the means for mea-
suring how many people were influenced. Number of views, number of
times the video links are tagged, and number of comments made on the
videos will all be measured.
We will record the number of PR hits
Business/College Packets:
We will track the number of coupons redeemed by college students and
business professionals who received a packet.