Digital marketing strategy project for MSU New Media Driver's License course

1. BRINGING THE LOCAL BACK TO A GLOBAL BRAND: STARBUCKS COMMUNITIES Heather Hill, NMDL, Summer 2011

2. STARBUCKS HAS WORKED HARD TO ESTABLISH A POWERFUL GLOBAL-BASED BRAND… 17,000+ stores in 50+ countries Successful global activism

3. ONE OF THE MOST POWERFUL AND ENGAGED BRANDS USING SOCIAL MEDIA TODAY.

4. WITH ALL OF THIS FOCUS ON THE WORLD AND ITS INDIVIDUAL “FOLLOWERS”, HAS STARBUCKS LOST A BIT OF WHAT IT WAS BUILT UPON? “Our roots are in the coffee house. Our brand was built on an experience between a barista and a customer.” - Alexandra Wheeler Starbucks Digital Director

5. OTHER MORE LOCAL COFFEE HOUSE BRANDS ARE WORKING TO BUILD A SENSE OF COMMUNITY… STARBUCKS CAN DO THIS TOO.

7. Hip gathering place

8. Alternative work locationSTARBUCKS ENGAGEMENT INFLUENCE + SOCIAL MEDIA/WEB = SENSE OF LOCAL COMMUNITY

9. STARBUCKS COMMUNITY = VIRTUAL BARISTAS Corporate-built Wordpress blog with local barista content control; Twitter & Facebook feeds Customer “check-ins” create personal experience Community site links found at “Store Locator” search results when available

10. GOOGLE ADWORDS CONNECT STARBUCKS WITH COMMUNITY CONCEPT “Community” 68M global monthly hits Join the Starbucks community Meet, work, love life Find your local store http://www.starbucks.com/store-locator

11. BUDGET Wordpress template (in-house) - $0 Barista content & social media - $0 “Community” AdWords- $40,000/yr $1.03/CPC Est. 103 clicks per day

12. LOCAL DESTINATION GLOBAL BRAND