THE STARBUCKS FRAPPUCCINO CAMPAIGN CAMPAIGN BRIEF ...

THE STARBUCKS FRAPPUCCINO? CAMPAIGN CAMPAIGN BRIEF

OBJECTIVE Build awareness among college community for the new However-You-Want-It Starbucks Frappuccino? Blended Beverage by implementing a fun, upbeat public relations campaign on campus to drive students to Starbucks Frappuccino? Happy Hour events during the week of the beverage launch. Be creative. Be unique. Express your love for the Starbucks Frappuccino?, and get students at your school buzzing about getting their own However-You-Want-It Starbucks Frappuccino? on the way to class.

ABOUT THE CAMPAIGN The new However-You-Want-It Starbucks Frappuccino? Blended Beverage launches in Starbucks stores nationwide on May 4, 2010. Now customers can make their favorite Frappuccino? even better -- select a milk (skim, soy, whole or two percent), add more coffee, or add any combination of favorite flavored syrups like toffee nut or mocha to create their perfect beverage. Campaigns must convey at least one of Starbucks branding messages, which include "The new customizable Frappuccino," "Express your love," "Put yourself into it." Incorporate original research about college students' occasions for drinking beverages. Consider how beverage customization caters to students' varying dietary needs. Drive traffic to Happy Hour events taking place May 7?16 at the Starbucks store located nearest to campus. Reach out to campus radio, Web sites, newspapers, student bloggers and local print, online and broadcast media to generate awareness/trial. Use school social media channels (Twitter, Facebook, Four Square, college Web site, etc.) to reach students. Starbucks Frappuccino? promotional items will be provided to each team, upon request. Press materials and images related to the new Starbucks Frappuccino? will be made available to each team via the PRSSA Web site. Each team will be introduced to the local Starbucks store manager in the context of the competition to facilitate communications and any necessary requests for resources during the implementation phase.

AWARD The team with the best campaign plan and implementation, as determined by Starbucks Coffee Company, will receive $500. The runner-up team will receive $300 and the second runner-up team will receive $200.

ABOUT STARBUCKS COFFEE COMPANY 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 company 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 Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at .

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