Media Plan: Starbucks

Michael Spinella, Marisa Del Priore, Donavan Farrish, Stacee Becker,

Elizabeth Pawlowski

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Media Objectives

 Reinforce brand image in consumer’s mind

 Develop a media strategy that involves advertising

Starbucks specialty coffees in both traditional and
non-traditional media outlets

 Increase Starbucks’ Profitability

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Media Strategies
 To build the brand in mediums which will involve
consumers more actively in the process of marketing
Starbucks
 To extend amount of mediums to portray brand
quality
 To gain maximum exposure to result in gain in
revenue
 To build brand awareness to guarantee subsequent
purchase of product
 The media plan will generate interest by connecting
to the public

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Target Audience Analysis

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 Demographics
Total Population Size
15-29 30-39 40-49 More than 150 million
Americans (18 and older)
64,728,191 40,141,741 43,141,741 drink coffee on a daily
20.9% 13% 14.2% basis, with 65 percent of
coffee drinkers consuming
Median Household Income their hot beverage in the
morning.
Householder under 25 $24,143
years
Householder 25-44 years $54,024
51.4 million Americans
Householder 45-64 years $60,683 living in multigenerational
homes.
Gender
Male 18-49 24.2% Family Households
Families 77,538,296
Female 18- 23.9% 66.4%
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US Census Bureau American Fact Finder, Profile of General Average Household Size 2.58
Population and Housing Characteristics: 2010 Demographic Profile
Data Median Household Income Past 12 Months2010 American Average Family Size 3.14
Community Survey 5
 Recommendations

Television Newspaper Magazines

Broadcast Cable New York Post Allure
NBC USA Page Size Cosmopolitan
ABC TNT Magazine Elle
TBS Wall Street Journal Glamour
FX WWD GQ
ESPN The New York Times InStlye
InTouch
Outdoor Lucky
Internet
Billboards Rolling Stone
Bus Facebook Engagement
Ads
Taxi
PerezHilton
Subway/Train
Simmons Spring 2010 NCS Adult Survey 6
Rachel Brynes 24, New David Martin, 35, Los Theresa Clark, 45, Ft.
York NY Lauderdale FL
Angeles CA
- Meet Rachel. She is a -Meet David. He is an -Meet Theresa. She is a
confident hard working mom
individual who is ambitious individual
that juggles a
graduating with a who is just starting his career and family.
master’s degree. own restaurant She lives in a
She considers business. He believes multigenerational
herself a tech its very important to household, which
savvy individual. includes her
have a strong college age son
She is a “media
guru” and keeps knowledge of his and mother. She
her self updated market. He likes to enjoys watching
through online stay informed using a shows on prime
news, magazines time television and
variety of medias also keeps herself
and various social such as newspapers informed by early
medias. and TV news. morning TV news.

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 Magazine Rationale

InStyle Glamour
Median age Education Total Education any
36 Grad college + audience college 67 %
HHI income 75 % aged 18-49 81
$50,000 + 72 Employed 71 % %
%
Median HHI Own home 64 % Median HHI Employed 65
income Married 46 % $63,594 %
$77,993 With children 50 Managerial 26
Managerial % %
position 31 %
*Readers of these magazines are highly employed in professional and
managerial careers high HHI which permits the purchase of expensive coffee
Our target audience also matches the ages of these readers 8
 GQ Magazine
Magazine Rationale

GQ Allure
Total audience Professional Median age Median HHI
18 49 83 % position 49 % 32.5 $66,386

Median HHI
Education/C Employed 68.3
$100,000
ollege 66.6 % %
Education/coll
ege 70 %
The target for Starbucks 18-49 has a 195 Simmons Index to get at the top of
their career readers of these magazines have a high household income
enabling them to purchase expensive coffee target readers also match the
age of our target audience
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Magazine Rationale

Rolling Stone Lucky

Audience Employed 72 % Median age Education
Adults aged Professionals 23 35.3 College
18-54 % graduate 44 %
Managerial 23
%
HHI $50,000 + College grads
61 % 64 % Median HHI Employed 53 %
income $82, Professional 36
HHI $150,000 + Grad college
293 %
14 % 28 %
HHI income Attending
$100,000 college 14 %
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Magazine Rationale

Elle InTouch
Total audience Median HHI Median age- Women 85 %
6,302,000 $71,927 32 years old Men 15 %
HHI income
$75,000 + 44.4
%
Median age Any college
34.2 70.0 % Total Median HHI
audience 7.9 $67, 496
Ages 18-34
million
51.7%
Ages 25-49
55.4 %
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Magazine Index Numbers

Magazine MRI Index Simmons

Glamour 175 205
GQ 104 170
InStyle 168 222
InTouch 129 186
Lucky 111 176
Allure 199 196
Cosmopolitan 157 168
Rolling Stone 103 174

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 Newspaper Rationale
Wall Street Journal Page Six Magazine
Women’s Wear Daily
Affluent 2,881,000
Circulation 56562 Readers 25-54 69%

Total 192,311 Paid 1,613,062

Audience Circulation Attended 64%
College
Median Age 42.5 College 88%
Degree or Household 51%
Mean HHI $214,000 higher Income
over $65K
Education- 82% Age 25-54 35%
College Above 32%
Average 257,100 $100K
Degree
HHI

 Research* has shown that Starbucks core customers enjoy getting their news from
national newspapers. Additionally, trends show that people prefer to get their
news from more sources.

 “Starbucks customers have a high level of interest in staying current in national and
global affairs and often look to newspapers as their way to stay connected.”

 Additionally we chose news papers with college educated readers with high
income who would be more likely to purchase Starbucks coffee.

USA Today on sale in Starbucks nationwide. Press Room.

http://www.usatoday.com/marketing/media_kit/pressroom/2010/releases/031510_usatoday_and_starbucks.html
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 Viewership Among TV Stations- Rationale •Broadcast
higher viewership

Today Show/NBC •Network less

(5.49 million) money

GMA/ABC (5.14 •Tried to cover all

million) aspects of
ESPN (554,500) television and
chose time when
the target is
USA (555,700) watching the
most.
Daytime (1,626,000)
GMA: 2, Two Month segments
(25 Spots each), February-
Today Show: Morning shows are best to March, October-
reach the audience. This is when they are This is when fall flavors are
preparing themselves for day. This is the time being released as well as
of day that coffee is purchased therefore promotional cups.
the best time to reach the target.
•6 months out of the year (May-July, Daytime: Chose times when
October-December) ratings would be high. Such as
•These months are when Starbucks coffee is times when new shows are
purchased the most due to new flavors and being released. (April-May,
•30 spots each three month segment September-October) 14
 Television Spending
$3,000,000
$2,500,000
$2,000,000
$1,500,000 NBC/Today Show
$1,000,000 ABC/GMA
$500,000 USA
$0
TBS
FX
ESPN
Total: $11,275,325
•Number of spots are evenly spread
•Higher costs- Ratings, Rates
•For USA,TBS, and ESPN we chose the summer months. Because of the summer
programming there is high viewership. Furthermore, most sports are in the midst
of big games during these times. On FX we advertise during the times of year
where other TV advertising is scarce or non existent.
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 Out of Home Rationale
Outlets Males Females
18-49 18-49
Buses 149 152
Large Billboards 108 123
Subways 118 140
Taxis 155 143

•Given data from Simmon’s research, it can be seen that both male and
female Starbucks drinkers pay a good amount of attention to out of home
advertising.

•Even though it can not be measured exactly who sees these Ads, we know
that a large amount of people are exposed to it within the top 20 DMAs.

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Internet Rationale
Website Visitors
Facebook.com 50 Million Daily
PerezHilton.com 408,258,454

 Starbucks currently has a very active presence on social media

websites for they hold accounts on sites such as FaceBook,
Twitter, Instagram, YouTube, Tumblr, and FourSquare.

 Currently, we plan on just advertising on Facebook with

engagement ads and Perez Hilton to stay within budget
constraints.

 In future years we plan on advertising more with digital

newspapers and magazines.

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Product Seasonality

 Heavy Advertising will be done during:

 The summer months promoting summer
time beverages such as frappuccinos,
lemonades, and smoothies.
 The fall months promoting beverages
such as the Pumpkin Spice Latte.
 The Christmas/Holiday season promoting
their signature red holiday cups filled
with beverages such as Christmas Blend
Coffee, Gingerbread Latte, Spicy
Eggnog Latte, Caramel Brulee Latte and
Peppermint Mocha Latte as well as
seasonal treats.
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Budget Allocation

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Recommended Media Selection
and Cost

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Magazines

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Newspapers

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Out of Home

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Television

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Internet

http://www.nickunsworth.com/wp-content/uploads/2011/01/Nick-Unsworth-FB-Ad-Blueprint.pdf 25
Flow Chart

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Other Tactics Considered But Not
Recommended
 Advertise during prime time television
 Late in the evening consumers are no longer in the mind set to
purchase caffeinated beverages (morning purchase).

 Advertise to coffee consumers in niche magazines

 Although in our target market, a Starbucks AD would feel out of
place among very specific niche product ADs.

 Advertise on the front or back cover of magazines.

 Very expensive with a high price on CPM forcing Starbucks to
advertise less frequently in the magazines.

 Advertise on the radio

 Many of the people we are trying to reach do not pay attention
to radio ads and use more satellite radio stations with minimal
commercial interruptions.

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Alternative Plans with Fluctuation in
Budget

 Increase in Budget:
 Internet: advertise on electronic forms of magazines and
newspapers.
 Use of product placement into television shows and movies.
 Advertise more on TV
 Advertise on the radio

 Decrease in Budget:
 Advertise in the same magazines less frequently.
 Buy smaller sized ads in newspapers.
 Advertise on smaller billboards in the 20 DMAs.

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Decision Dates

 With flexible time schedule we can move around when

we are planning on advertising.

 Cancellation of advertising should be done as soon a

possible .
 Magazines go to printing a month before publishing so
cancellation should follow accordingly.

 The most flexible movement of advertising is in

newspapers for they go to printing only a few hours
before publishing.

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 Response to Client Concerns
Why is We felt that we would be Why is We saw that Starbucks
there
minimal
able to best reach our target
based on multiple platforms.
mobile already had strong
variety Internet Media is significant left out media influences in
however we decided to mobile media. We felt
usage of
place the most emphasis on of your that our efforts and
Internet
medias in
Facebook advertising
because it would provide the
media media dollars would be
your media greatest amount of plan? better suited in other
plan? impressions for this group. platforms.

Moving Reinforce the Brand Image- We will engage

consumers who are already familiar with the
forward we brand. Our strategy will create a stronger bond
plan to: with the consumer, creating consumer loyalty.

Raise Awareness- We plan to generate

multiple impressions to acquire new Starbucks
customers.

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