DePaul Tall 1 DePaul Tall Presents: The new However-You-Want-It Starbucks Frappucino Image from our Put Yourself Into It Art Show Campaign Created By:
DePaul Tall 2 Table of Contents Campaign Components: Research---------------------------------------------------------------------3 Planning----------------------------------------------------------------------4 Implementation------------------------------------------------------------4-5 Evaluation-------------------------------------------------------------------5-6 Budget Sheet---------------------------------------------------------------7 Media: Press Release--------------------------------------------------------------8 Media Alert------------------------------------------------------------------9 Twitter feed-----------------------------------------------------------------10 Facebook feed-------------------------------------------------------------11-12 Wordpress blog-----------------------------------------------------------13-14 About Us Page-------------------------------------------------------------15 DePaul Tall Campaign Documents: Research Survey----------------------------------------------------------16 Art Show flyer--------------------------------------------------------------17 Main flyer--------------------------------------------------------------------18 Paper strips Handouts--------------------------------------------------19 Video Outline---------------------------------------------------------------20 Follow-up Survey----------------------------------------------------------21
DePaul Tall 3 Research Primary Research Survey Results and Starbucks Observations To better comprehend how to approach the However-You-Want-It Frappuccino Starbucks Happy Hour Event, we conducted research utilizing online social media and paper surveys. Primarily targeting DePaul University students and Lincoln Park residents, we used SurveyMonkey.com to create and conduct our survey from April 10 to April 15. We utilized social media applications like Twitter and Facebook to post the surveys and reach out to the community. We tallied a total of 132 survey respondents over a two week period of time. The following results are most essential to our campaign goals: 58 percent of participants customize their Starbucks beverage, 36 percent do not customize and 6 percent were not aware they could customize their drinks in the 1237 West Fullerton location. When asked what mattered most when customizing their beverages, 109 participants said they customize their drinks to improve the taste, 70 participants said for nutritional aspects, 39 participants said to alter ingredients, and 14 participants said for other reasons. 43 percent of participants visit Starbucks once or twice a month, 23 percent visit more than once a week, 20 percent visit once a week and 13 percent do not drink Starbucks coffee. When asked what beverages they prefer drinking during the summer, 41 percent of participants prefer Frappuccinos, 13 percent prefer coffee, 10 percent prefer lattes, 11 percent prefer juice and 26 percent prefer other drinks like iced tea or smoothies. 39 percent of participants were only somewhat likely to attend a Starbucks promotional event and 30 percent said they were not likely to attend while only 31 percent said they were likely to attend. With added incentives, such as discounts, mugs, ect. 89 percent of respondents would be more likely to attend a Starbucks event. We additionally conducted an observational study at our 1237 West Fullerton Starbucks location on Saturday, April 17th and Wednesday, April 21st from 3:00-5:00 p.m. We sat in the store and counted the number of customers and recorded how many people bought Frappuccinos. Of 88 people, 14 people purchased Frappuccinos. Therefore, roughly 16 percent of customers purchased a Starbucks Frappuccino. Secondary Research From analyzing online resources about Starbucks, we found out that: According to the Starbucks website www.starbucks.com, community involvement is one of their main values. According to the New York Times, Starbucks recent advertisements are moving towards online and social media promotion over print. Also, Starbucks is advertising that their coffee is better because of their quality and customization options. When looking for our target audience, we researched DePaul University s website and saw that the publication Creative Colleges ranked the school as having some of the best art, drama, dance, music, and creative writing programs in the nation. Target Audiences Our primary audience included DePaul University students ages of 17 to 22 who live on-campus and in the Lincoln Park area. We also included Lincoln Park residents, DePaul University faculty, and staff with our audience after seeing community involvement as a value to Starbucks from their website. Research Influence on Planning After we analyzed our research, we decided that our events should be on-campus to target students. An art show would be an appropriate for a main event due to the artistic reputation of our school and the fact that it could be applied to our tagline and mimic a coffee-house atmosphere.
DePaul Tall 4 Planning Key Message The However-You-Want-It Starbucks Frappuccino Happy Hour event encourages customers to customize their Frappuccinos to their favorite preference. Measurable Objectives, Strategies and Tactics Objective One: To increase Frappuccino sales from the observed 16 percent to 25 percent during Happy Hour events from 3:00-5:00 p.m. on Wednesday, May 12 th and on Saturday, May 15 th. Strategy One: By having multiple promotional events, promotional materials distributed, and social media websites, we plan on spreading awareness of the Happy Hour events. Tactic One: By hosting a Kick-Off Promotional Event, an Anticipation Event, and an Art Show, we plan to entertain the public while encouraging them to Put Themselves Into It and go to the Happy Hour events. Also by creating and sharing promotional flyers, e-mail reminders, a video, and managing social media, we plan to encourage participation in Happy Hour. We also plan to use our promotional materials to encourage participation in the Kick-Off Event, Anticipation Event and Art Show in turn so that people will learn more about participation in Happy Hour. Objective Two: To draw 120 people to the Put Yourself Into It Art Show. Strategy Two: Promote the Art Show and Happy Hour through a Kick-Off Event and Anticipation Event. Tactic Two: Draw in people with a photo opportunity to take a picture as a However-You-Want it Starbucks Frappuccino, a Prezi presentation and raffle tickets. Objective Three: Create public awareness of the However-You-Want-It Starbucks Frappuccino Happy Hour. Strategy Three: Promote online awareness through social media, campus awareness through events, a promotional video, and promotional fliers. Tactic Three: By way of social media we plan on promoting awareness online. All promotional items such as flyers, posters will spread awareness of the Happy Hour events on and off-campus. Communication Strategy Media and Promotion Media: To promote the Starbucks Happy Hour and main event, we will be sending out media alerts and a pitch to several media outlets. First we will be contacting the DePaul University newspaper (The DePaulia), Radio DePaul, as well as local newspapers. We also plan on conducting post media coverage by pitching to the DePaulia and Radio DePaul after our main events and Happy Hour. Promotion: Advertisements will involve flyers on campus and in local stores, table tents in the Student Center, and posters. All of these will be printed and designed by team members and will include the However-You-Want-It Starbucks Frappuccino logo and our custom logo. We also will be making a How Do You Put Yourself Into Starbucks? video, which will be clips of customers telling their Starbucks story of how they Put themselves into their However You Want It Frappuccino, and an informative Prezi Presentation on How Can You Customize Your Starbucks Frappuccino? We plan on buying shirts for our team with our Starbucks Put Yourself Into It logo to raise awareness on campus and in Lincoln Park. Budget External Expense and In-Kind Donation External Expense Expenses include promotional candy ($62.85), Starbucks Gift Cards for Art Show Winners ($45.00), Raffle Prizes (2 travel mugs, 1 mugs ($34.14)) In-Kind Donation Printing of promotional material ($75) Implementation Events Kick-Off Event, Anticipation Event and Put Yourself Into It Art Show & Competition
DePaul Tall 5 Kick-Off Event: This will take place on May 6 th from 12:30-4:00 p.m. in the DePaul Student Center providing a steady flow of students. We will have a promotional table and will be handing out Save the Date cards and 50 Starbucks beverage cups and hot sleeves. We ve taken the tagline Put Yourself Into It and are giving attendees an opportunity to actually put themselves into our DePaul Tall Starbucks Logo. Attendees can get their picture taken with their face in a photo-op cut-out of our logo. We will have a laptop playing our How do you Put Yourself Into Starbucks? movie and our Prezi Presentation on How Can You Customize Your Starbucks Frappuccino? Participants will be allowed to enter into a raffle where winners will be revealed on May 13 th. We will record participant names and e-mails. Anticipation Event: This will take place on May 10 th from 10:30-12:30 p.m. in the Schmitt Academic Center and will mimic our Kick-Off Event. We additionally plan on providing chocolate covered espresso beans donated from the on-campus coffee shop. Put Yourself Into It Art Competition: This will take place on May 13 th from 11:30-4:00 p.m. in the Student Center Atrium. We will have the Photo-Op Cut-Out, the movie, and Prezi Presentation. The main attraction will be an art competition with various artworks from DePaul University students. The competition will be called How I Put Myself Into It and the artist must enter a piece that is their interpretation of that phrase in relation to Starbucks. Event attendees can vote once on their favorite piece. The artist who wins will receive a $25 Starbucks gift card. We will additionally draw five raffle tickets and present the winners with either a Starbucks mug or a $10 Starbucks Gift Card. There will be an acoustic style band playing on the side to enhance the coffee shop atmosphere. Social Media Twitter: Since we could not utilize our own Twitter handle (due to @frappuccino), we decided to promote through our individual accounts. We used Twitter to distribute the research and follow-up surveys, to remind people about the However-You-Want-It Starbucks Frappuccino Happy Hour, to remind people about our promotional events, to link people to our website and Facebook Fan page, and to spread awareness of Starbucks in general. We additionally used the hashtag #depaultall to promote awareness of our campaign on campus and in the community. We also retweeted @frappuccino and @starbucks several times. Facebook: Our team created a Facebook Fan page called DePaul Tall Starbucks Campaign Team Lincoln Park which we believed separated us from the other teams competing on campus. We posted our surveys on the fan page as well as announcements about the However-You-Want-It Starbucks Frappuccino Happy Hour event and our promotional events. Overall we received 106 fans, created 2 events and posted 3 separate albums. The two events were Fun in the DePaul Student Center for our Kick-Off event and the Put Yourself Into It art Show. We also included our Wordpress link on the sidebar for easy accessibility and our Put Yourself Into It video was posted as well. Wordpress [http://depaultall.wordpress.com/]: Our Wordpress blog included five posts total. The first one was all about the customization options of the new However-You-Want-It Starbucks Frappuccino. The second post was pictures of everyone who took a picture inside of our life-size Frappuccino cut-out at the Kick-Off day event. The third post was our Put Yourself Into It promotional video that we made. The fourth post was on the rules and guidelines for the Put Yourself Into It Art Show and how to submit artwork. The last post was a thank you to everyone who participated and announced the winners of the raffle. YouTube: Our team utilized YouTube by posting our Put Yourself Into It promotional video on one of our members accounts. As of May 28th 2010, we have received 192 views. http://www.youtube.com/watch?v=oiz3pmmjzrg Evaluation The majority of our implementation and evaluation went according to our original plan, however there were a few minor changes along the way. We measured our first objective by counting the number of people who purchased a Starbucks drink from 3:00-5:00 p.m. on Wednesday, May 12 th and Saturday, May 15 th and then counting how many Frappuccinos were bought. We wanted to compare these results from the pre-implementation findings
DePaul Tall 6 that we previously stated. Our original observational study took place at our 1237 W. Fullerton Starbucks location on Saturday, April 17th and Wednesday, April 21st from 3:00-5:00 p.m. Of 88 people, 14 people purchased Frappuccinos. Therefore, roughly 16 percent of customers purchased a Starbucks Frappuccino. Unfortunately our original intention to evaluate Starbucks customers on May 15 th from 3:00-5:00 p.m. was not fulfilled but we were not able to attend Starbucks at that time. However, in our observations on Wednesday May 12 th between 3:00-5:00 p.m. 86 customers entered Starbucks and 39 of them purchased Frappuccinos. Therefore, roughly 45 percent of the customers purchased Frappuccinos. This greatly exceeded our goal of 25 percent. We interpret the increase from 16 percent to 45 percent Frappuccino sales as a reflection of the success of our campaign. For our second objective, we planned on counting the number of people who vote for the best piece of artwork to see if we reached 120 people at the art show. Our numbers were not as high as we anticipated, rather there were about 50 people that came to the show and inquired about our Starbucks campaign, we obtained this number from the amount of raffle entries we received. We originally said we would draw 5 raffle winners but in reality, due to time and resources, we drew 3 raffle winners and presented each of them with $10 Starbucks gift cards. Additionally, we awarded our first place art show winner with a $25 Starbucks gift card as we originally intended. We also awarded our second and third place art show winners with a Starbucks mug and water bottle. For our third objective, we utilized social media (as previously stated) including: Twitter, Facebook, Wordpress, and Youtube as well as counted raffle tickets and art show votes for an idea of overall attendance and public awareness. See Social Media on page 5 for more details. Some of our events did not go according to plan. For the anticipation event, we planned on receiving an in-kind donation of chocolate covered espresso beans. When this was unable to happen, we bought candy to replace the incentive. We also overcame challenges involving the Put Yourself Into It art show. Due to sound restrictions and scheduling difficulties we were not able to have an acoustic band play like we originally intended. Additionally, DePaul University did not provide us with the appropriate space we requested for our art show. To compensate the loss of space, we utilized the 50 cold cups and hot sleeves as imitation Frappuccinos to give out to participants as giveaways. We stuffed the cups with candy and added tissue paper to look like whipped cream, and then added a straw to complete the look. An additional evaluation technique we added was a follow-up survey. Again, we primarily targeted DePaul University students and Lincoln Park residents, we used SurveyMonkey.com to create and conduct our survey from May 24 to May 28. We utilized social media applications like Twitter and Facebook to post the surveys and reach out to the community. We tallied a total of 45 survey respondents. The following results reflect our campaign success: 71 percent surveyed had heard of DePaul Tall through Facebook, Twitter, posters on campus, word of mouth, or specifically spoke to a DePaul Tall Team Member. 73 percent of the participants were aware DePaul tall was promoting happy hour at the1237 West Fullerton location and knew they could get 50% off the new How-Ever-You-Want-It Frappuccino. 32 percent of survey participants attended Happy Hour at 1237 West Fullerton and 27 percent of the attendees purchased a However-You-Want-It Frappuccino. 60 percent of the participants were aware DePaul Tall was hosting the Put Yourself Into It art show, and 20 percent attended. 78 percent were unaware that there was another DePaul group promoting the beverage. Conclusion Overall, we feel this campaign was a success because we met our objectives to the best of our abilities. We increased our original number of purchased Frappuccinos from 16 percent to 45 by the end of our campaign. While we did not meet our objective of 120 people, we had roughly 50 attendees at our Put Yourself Into It art show. Most importantly, we reached a large audience, informing 106 fans of DePaul Tall on Facebook, 192 viewers of our Youtube video, as well as many other DePaul students, of the new However-You-Want-It Frappuccino at the 1237 West Fullerton Starbucks location in Chicago.
DePaul Tall 7 Budget Sheet Expenses
DePaul Tall 8 Press Release For more information contact: Lucas Centeno DePaul PRSSA 1-206-354-5543 l.l.centeno@gmail.com Starbucks Presents The New However-You-Want-It Frappucino Happy Hour Event The Starbucks franchise brings Frappucino drinks for half price, and includes options not only for those trying to beat the heat, but also those counting their calories for the beach. (CHICAGO, May 5-) Starbucks in the event of the upcoming summer season announces The New However You Want It Happy Hour Event. This event will give customers the option to customize their Frappucino beverages however they prefer. Any customization from caramel syrup, soy milk, and even no whipped cream is at the customer s disposal giving customers the opportunity to express their love for their However-You-Want-It Frappuccino. During the Happy Hour event customers will be able to purchase Frappucino beverages and customize it however they want it. The event begins May 7 2010, and will end May 16 2010. During these days the Happy Hour will be between the hours of 3:00 p.m. and 5:00 p.m. For more information on The New However You Want It Frappucino Happy Hour event, please visit our website at www.starbucks.com. All images, logos, and titles are copyrighted by Starbucks Coffee Inc. Starbucks originally began in 1971 as a grounder, roaster and retailer of ground and whole bean coffee, teas and spices in Seattle s Pike Place Market. Today the Starbucks corporation is privileged to serve millions of customers worldwide with 16,000 locations throughout 50 countries.
DePaul Tall 9 Media Alert
DePaul Tall 10 Twitter Feed
DePaul Tall 11 Facebook Page
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DePaul Tall 13 Wordpress Blog http://depaultall.wordpress.com/
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DePaul Tall 15 About Us Page
DePaul Tall 16 Research Survey
DePaul Tall 17 Art Show Entree Flyer
DePaul Tall 18 Main Flyer
DePaul Tall 19 Paper Strip Handouts
DePaul Tall 20 Video Outline Video Outline: Time length: 3 minutes top Key Messages that need to be mentioned: However-You-Want-It Starbucks Frappuccino Happy Hour o Happy Hour Time o Discount o Location o Date Customization Details o Flavors o Milk o Topping o Etc Scenes: Different people saying their favorite Frappuccino People drinking outside of 1237 W. Fullerton location Catchy song? Summer themes (beach ball, shots at the beach, quad shots) Us wearing our Starbucks star Final YouTube Link: http://www.youtube.com/watch?v=oiz3pmmjzrg
DePaul Tall 21 Follow-Up Survey