Challenge: Gain media and consumer attention for the launch of a new Frappuccino flavor in the Atlanta market.

 

Strategy & Tactics:  As the new beverage was to mark the beginning of the summer season for Starbucks, we focused on summer.  Partnering with Central Atlanta Progress, Starbucks became the lead sponsor in the first annual Beach Volleyball Tournament.  Woodruff Park, downtown Atlanta's premiere greenspace, was transformed into a beach oasis, complete with 300 tons of sand, beach chairs, and bathing suit clad volleyball players. Over the three day weekend, players competed for fun and prizes.  Starbucks sampled its newest summer beverage. And the media looked on from pouring of the sand to awarding of final prizes. 

 

Results: Starbucks received mentions on several morning radio shows, segments on WXIA (NBC) and WGCL (CBS) as well as featured as part of the Road Warrior segments on WAGA (FOX) TV's Good Day Atlanta broadcast. The Atlanta Journal/Constitution also spotlighted the early morning transformation of Woodruff Park into Woodruff "beach". The Starbucks sample team also served record numbers of samples throughout the weekend.

 

 

Challenge: Raise participation by 10% in the Heartland region

 

Strategy and Tactics:  To gain a better understanding of the challenges program directors faced in each market, individual interviews were conducted.  Survey results showed a need for greater publicity of upcoming programs and an opportunity to build referrals.  As program directors were responsible for implementation, we created a promotions kit.  Inside were press release shells tied to "Hallmark" holidays and events easily connected to the core audience which provided opportunities for stories in community newspapers.  We also created a referral card that participants received at the end of the program. 

 

Results: Within the first four months, participation grew to the desired 10% increase with many markets reaching numbers beyond the goal.