"#$%&'()*+ ,-. /%$01 20 34.%560.

7* 8$01

96:;$05 <4.%42.=
Lver slnce , when Sturbucks oened thelr flrst store ln Seuttle's Plke Pluce Murket,
they huve been excelllng us u brund by fosterlng thelr mutuully loyul relutlonshl wlth
thelr customers und by lncreuslng thelr number of stores to reuch u worldwlde
resence.

Sturbucks tukes rlde ln thelr mlsslon stutement, !"# %&'(%)* +&, &-)"-)* ".* .-/+&
'(%)%"0 #&* (*)'#&1 #&* 2-( +&, #&* &*%3.4#).##, +" + "%/*56 1he rlnclles thut muke
u thelr mlsslon stutement lnclude thelr coffee, urtners (emloyees), customers,
stores, nelghborhoods, und shureholders. 1he success Sturbucks hus would not be
osslble lf one of these comonents were mlsslng. lt ls wlth euch lece thut
Sturbucks ls not just u successful comuny, but u brund thut eole cllng to. lt's
where they study, lt's where they hold meetlngs, und lt's where they met thelr best
frlend. 1he Sturbucks brund holds u luce ln thelr loyul customers' heurts thut cunnot
be reluced by unother.

86= ,-.5 >6 ?# @2A-#
1oduy Sturbucks lmlements u vurlety of tuctlcs to enguge wlth thelr communltles
und ln turn guln new customers whlle ulso romotlng customer loyulty. Cver the ust
few yeurs they huve hud multlle cumulgns thut lncluded key elements of effectlve
struteglc communlcutlons such us usergeneruted content und cororute soclul
resonslblllty.

Sturbucks ructlces resonslblllty ln ull usects of thelr comuny. Sustulnublllty,
lncluslon, dlverslty, und suort ure ull wuys they romote u heulthy envlronment.
lrom chooslng the coffee beuns they urchuse, suortlng dlverslty ln thelr urtners,
uslng sustulnuble roducts ln thelr stores, rovldlng beneflts und college tultlon
relmbursement for thelr emloyees und by glvlng buck to locul communltles by
urtnerlng wlth nonroflt orgunlzutlons und through thelr mujor urtnershl wlth
Product (RLL) whlch rulses uwureness und money for the flght ugulnst AlLS.

,-. 96BB.A. C(-2.4.:.0# DB$0
1he College Achlevement Plun ls the newest wuy thut Sturbucks ls ructlclng
cororute soclul resonslblllty whlle gettlng mujor uttentlon for thelr brund. ln the
College Achlevement Plun, Sturbucks ls urtnerlng wlth Arlzonu Stute Unlverslty to
offer onllne courses to ull of thelr emloyees to sturt or flnlsh thelr educutlon.
Sturbucks offers tultlon relmbursement to ull of thelr emloyees who work ut leust
zc hours u week us long us they comlete u certuln umount of clusses er yeur und
vurlous other requlrements. 1he beneflt ls thut they do not huve to reuy Sturbucks
for the tultlon.



1hls ls un exumle of effectlve struteglc communlcutlons becuuse lt shlnes u brlght
llght on thelr comuny. lt wus u struteglc move to ubllclze thls new lnltlutlve ln thelr
stores und on soclul medlu. lt recelved uttentlon uround the country ln vurlous news
outlets, druwlng un lmmense umount of uttentlon to the comuny. 1hls lnltlutlve ulso
betters thelr stores by huvlng more educuted und enguged emloyees lnteructlng
wlth thelr customers everyduy. 1hls lnltlutlve wlll uttruct more motlvuted emloyees
und wlll romote u more efflclent work envlronment.

@.=$%1*
1he My Sturbucks Rewurds rogrum ullows users to collect sturs by uylng wlth u
reglstered Sturbucks curd, the Sturbucks moblle u, or by enterlng stur codes from
seclully murked Sturbucks roducts from the grocery store. 1here ure three rewurd
levels, welcome, green, und gold. Cold level rewurd members recelve u free drlnk or
food rewurd for every z sturs eurned, u ersonullzed gold curd und excluslve offers
ln the moblle u, such us free l1unes songs und us, or dlscounts on roducts.



1he rewurds rogrum ls u greut struteglc communlcutlons tuctlc becuuse lt romotes
lnterest umong consumers und druws them ln once they sturt eurnlng rewurds. 1he
uddltlon of the moblle u wus u mujor beneflt for thelr rewurds rogrum becuuse
users cun vlsuully see thelr sturs, free downlouds und messuges wlthout logglng lnto
u comuter. Leslgnlng u moblle u ls u key tuctlc ln toduy's soclety where everyone
ls glued to hls or her cell hone.

".$*60$B 9$:;$2A0*
Cne wuy Sturbucks gulns new customers und mulntulns old ones ls by unnuully
lmlementlng seusonul cumulgns. 1hls wuy loyul customers cun look forwurd to
certuln tlmes of the yeur und new customers ure druwn lnto the store to urtuke ln
the romotlons. Lxumles of the seusonul cumulgns ure treut recelts ln the
summer, u Pumkln Slce Lutte cumulgn ln the full und ln Lecember, the #Shure'oy
hollduy beveruge romotlon where you cun buy get free. Seuson cumulgns ure u
mlxture between udvertlslng und PR becuuse they udvertlse thelr roducts on 1v
commercluls und ln muguzlnes, but ulso use soclul medlu to enguge wlth consumers
who use thelr hushtugs, whlch ls more of u ubllc relutlons ructlce.









"6(2$B E.12$ D%.*.0(.
1he use of soclul medlu ls unother wuy thut Sturbucks grows thelr followlng. vlth
uccounts on lucebook, 1wltter, lnstugrum, Plnterest, You1ube, und Coogle Plus, they
ure constuntly enguglng wlth thelr customers, muklng sure to tuke lnto uccount ull
ldeus, rulse und comlulnts to muke thelr brund the best lt cun be.

All of the soclul medlu uccounts serve to enguge wlth customers but euch one does
so ln u unlque wuy thut best flts wlth thut lutform. Some of the cumulgns even
work ucross multlle lutforms, for exumle the vhlte Cu Contest thut lncluded
1wltter or lnstugrum for contest submlsslons.

Soclul medlu ls the best wuy for uny orgunlzutlon to lnteruct wlth toduy's consumers,
und Sturbucks tukes full udvuntuge of thut. 1hey even huve thelr own soclul webslte
culled "My Sturbucks ldeu' where consumers cun submlt thelr own ldeus for
Sturbucks. 1hls ls u greut struteglc communlcutlons tuctlc becuuse not only does lt
ullow them to shure ldeus, but lt roves thut they reully do llsten. 1he webslte
feutures osts ubout ull of the ldeus thut huve been brought to llfe.

F-2#. 9'; 960#.*#
1he vhlte Cu Contest usked consumers to druw un orlglnul deslgn on u Sturbucks
cu und the wlnner would be roduced on u reusuble tumbler. 1he deslgns were to
be submltted on 1wltter or lnstugrum by uslng the hushtug #vhlteCuContest.



1hls cumulgn wus un effectlve use of struteglc communlcutlons becuuse lt revolved
uround usergeneruted content. 1hls ls u greut wuy to lnvolve consumers und muke
them feel urt of u brund. Sturbucks wus collectlng muny of the deslgns und
showcuslng them on u Plnterest bourd. 1hls tye of contest romotes brund loyulty
by ullowlng consumers to shure thelr creutlvlty und get notlced by u mujor
cororutlon. 1he ldeu to huve thls contest wus suggested on the "My Sturbucks ldeu'
webslte by u consumer, lllustrutlng the wuy Sturbucks muxlmlzes thelr use of soclul
medlu to beneflt thelr consumers und lncreuse engugement.
,=..#GCG96HH.. 9$:;$2A0
ln Cctober zc Sturbucks luunched u cumulgn thut ullowed consumers to buy s
glft curds for eole vlu 1wltter by slmly uttlng the Q1weetucoffee hundle und
thelr frlend's twltter hundle ln u tweet. Users hud to llnk thelr Sturbucks uccount to
1wltter und thelr credlt curd to the uccount ln order for lt to work. 1he cumulgn
drew uttentlon to Sturbucks us u 1wltter trendlng tolc und ulso generuted s8c,ccc
ln revenue from the glft curd sules between lts Cctober z8 luunch und Lecember .



1hls cumulgn wus un effectlve struteglc communlcutlons tuctlc becuuse lt wus u low
cost cumulgn for Sturbucks slnce lt took luce on u free soclul networklng slte und
wus sreud by consumers' urtlclutlon, therefore requlrlng very llttle effort on
Sturbucks' slde. A reort on Mushuble.com lndlcuted thut Sturbucks used u reseurch
flrm to truck the dutu from thls cumulgn. 1he beneflt of u slmle soclul medlu
cumulgn such us thls ls thut now Sturbucks hus thousunds of 1wltter lLs from those
who urtlcluted und cun euslly follow them to understund thelr llkes und dlsllkes und
ulso huve uccess to thelr llout score.

";6# ,-. ";2(.I JKLM D':;)20 ";2(. N$##. 9$:;$2A0
1hls yeur's umkln slce lutte cumulgn wus u contest culled "Sot the Slce' whlch
took the form of u soclul medlu scuvenger hunt. 1he object of the contest wus for
customers to offer u seclul code to thelr burlstu to try to unlock the Pumkln Slce
Lutte before Lubor Luy veekend. 1he contest used u 1wltter uccount wlth the
hundle QtheReulPSL thut tweeted clues to lts followers. 1he flrst customer who
unlocked hls or her Sturbucks store would huve thelr nume on dlsluy ln the store.


1hls wus un effectlve cumulgn becuuse lt hus been conflrmed by Sturbucks' CLC thut
the Pumkln Slce Lutte ls the most oulur seusonul beveruge. lt mukes sense to
druw u u lot of uttentlon every yeur when lt returns, becuuse loyul customers get
reully exclted ubout lt und ln turn lntroduce others to the drlnk. Euvlng Pumkln
Slce Lutte uflclonudos golng cruzy over u soclul medlu contest ls u greut wuy to
romote Sturbucks onllne und ls u fun wuy to enguge wlth thelr customers.

F-$# 9$0 F. N.$%0 O%6: "#$%&'()*P
Cne key tukeuwuy from Sturbucks' ls thut soclul medlu murketlng ls one of the best
wuys to enguge wlth consumers. Not only ls lt lowcost for the comuny, but
generutes un lnsune umount of uttentlon due to eole's enthuslusm ubout thelr
own urtlclutlon. Peole love to shure lctures on soclul medlu, so why not muke u
contest out of lt? Soclul medlu cumulgns sreud to urtlclunts' followers, uttlng
the brund on thousunds of lnstugrum und 1wltter feeds ln u mutter of hours.

Sturbucks not only uses soclul medlu on vurlous lutforms, but they crossromote.
1hey shure u lcture on lucebook, 1weet ubout lt, lnstugrum lt, Pln lt, etc. Not ull
lucebook users ure on 1wltter und not ull lnstugrum users ure on Plnterest. Sturbucks
utlllzes the dlfferent networks to reuch us lurge of un uudlence us osslble.

Sturbucks romotes un exerlence. 1hey wunt everythlng to be ubout you. You cun
order uny customlzed drlnk you wunt. You cun work your wuy u to recelvlng u gold
Sturbucks curd wlth your nume engruved on lt. You cun shure your ldeus on thelr "My
Sturbucks ldeu' webslte und wutch them come to llfe. Sturbucks mukes engugement
u rlorlty, whether lt's u slmle retweet or uttlng your druwlng on u mug und selllng
lt ucross the country.

_______________________________________________________________________

Preured by Llndsuy Lodge
Setember , zc