Download List of Advertising Media Selection Necessary for the Campaign

ADVERTISING CAMPAIGN EVENT
Fremont High School
Fremont High School
1900 N 4700 W Plain City,
Utah 84404
TABLE OF CONTENTS
I.
Executive Summary
II.
Description
A. Description of the Company
B. Description of the Client/Advertiser
III.
Objectives of the Campaign
A. Primary Objective
B. Secondary Objective
IV.
Identification of the Target Markets
A. Primary Market
B. Secondary Market
V.
List of Advertising Media Selection Necessary for the
Campaign
VI.
Budget
VII. Schedule of All Advertising Planned
A. Statement of Benefits to the Client/Advertiser
I.
EXECUTIVE SUMMARY
Overview of Starbucks:
Starbucks is a very successful company that offers varieties of hot beverages, and
breakfast/brunch specials. The chains of stores are all very clean, and great
customer service is very important to them.
Missions & Goals:
Main Goals:
 Effectively advertise and market locally to attract a larger customer base by
market segmentation
 Strengthen loyalty for future campaigns by attracting Starbucks buyers
 Increase sales
Secondary Goals:
 Improve store awareness
 Promote newly remodeled locations
Methods:
 List Starbucks in as many business directories, yellow pages, and local
business Websites as you can find.
 Do a few free sites for local charities, community groups and
organizations – this is a great way to build up your portfolio and also
spread your name around potential client firms.
 Aim for a crisp, clean design that emphasizes your professionalism
and skill for a business card.
 Print out business cards that contain every method to contact
Starbucks imaginable, including of course the URL of your business
website.
 Offer free gifts, and promote coupons that will further the business.
 Create a corporate image for Starbucks, and incorporate it into all
your stationary, documents and business website.
II. DESCRIPTIONS
A. DESCRIPTION OF THE PRODUCT, SERVICE OR COMPANY SELECTED
Starbucks Corporation is an American global coffee company and Italian-style
coffeehouse chain based in Seattle, Washington. Starbucks is the largest
coffeehouse company in the world, with 19,972 stores in 60 countries. Starbucks
sells hot and cold drinks, coffee beans, salads, hot and cold sandwiches, sweet
pastries, snacks, and items such as mugs and tumblers. Through the Starbucks
Entertainment division and Hear Music brand, the company also markets books,
music, and film. Many of the company's products are seasonal or specific to the
locality of the store.
Starbucks is a place where you can come in, enjoy a freshly brewed coffee,
and chat with friends. The company offers a variety of different beverage flavors,
for people who are tea and coffee lovers, to not being a lover of either.
B. DESCRIPTION OF CLIENT/ADVERTISER
In this campaign, the specific client is the Starbucks Store located at 5598 S.
Harrison Blvd in Ogden, UT 84403. The advertisements will focus on the great
service, clean atmosphere, and excellent varieties of beverages and food
options. Our promotion will help to increase awareness of the store and increase
sales during a six month period.
III.
Objectives of the Campaign
Before we began creating an advertising campaign for Starbucks, we needed to learn
of a specific area within Starbucks marketing strategy that needed improvement. To
achieve this, I took a look at the Starbucks website to see how well they are
promoting their business. After viewing the website and critiquing what should be
done or some things that could be added or removed, here are a few ideas that I
came up with.
Specific Goals of the Campaign:
 Increase teen following on Facebook by the use of coupons and promotions.
 Try adding more color on the Starbucks website to get viewers’ attention.
 Ask them to register for specific events and offer a free drink after
registering.
IV.
Identification of the Target Market
A. Primary Markets
The Starbucks marketing department primarily targets those who live within the confines
of Ogden, Utah. However, the high school market remains relatively overlooked.
Statistics show that 70 percent of high school students near the age of 15-18 are
frequently visiting Starbucks. Teens tend to spend more time online than watching TV.
This target market is a very hard one to deal with in this particular field because it is very
rare to have teenagers walk in to Starbucks because of the advertisements on television.
So, I believe that it would be a good idea to sponsor Starbucks on the social networking
site, Facebook. I have found that promoting things on Facebook goes a lot farther than
promoting the business on television.
B. Secondary Markets
Our secondary market will consist of adults, and they will also be located in the Ogden
area. This market remains with a high percent of business, but high school students are
out doing the sales. We believe it is because college students enjoy studying in the
Starbucks cafe because of the free Wi-Fi they have to offer.
V.
List of Advertising Media Selection Necessary for the Campaign
We have come up with a series of events that are tailor made to appeal to high
school students and adults; the events will get the students involved as well as
directing traffic to the Starbucks Facebook page and website. The events will not
only promote the Facebook page, but they will also emotionally connect the
students to Starbucks and build the desire to attend events.
 FACEBOOK FAN NIGHT
With this particular promotional activity, we will have a specific event set aside for
the Starbucks customers. If you like our Facebook page, you will be entered to win a
free Starbucks beverage. This activity will start at the beginning of each holiday and
we will promote the holiday drink. Only fans of Starbucks on Facebook will be able
to receive a code that you will use when purchasing the beverage.
 MOVIE NIGHT
On a night of a movie premiere, I believe it is a good idea to advertise our campaign
in a commercial before the movie begins; we will make it interactive so it catches
the viewer’s attention. Normally, a movie theater holds up to around 60 or so
people, on a night of a movie premiere like Hunger games for example.
 SCHOOL FLYERS
Put up flyers around high school grounds in the Ogden area. From a teenagers point
of view it really stands out when you see a coupon offer from Starbucks.
VI.
BUDGET
This chart below features all of our advertising, media, and other costs that will be
incurred during the promotional period. The total budget for the six month
campaign is $4,500
Item
Description
Quantity
Price
Source
Facebook
Night
Coupon Links
held on
Facebook
Advertise on
Premiere night
First 150
people for
Ogden area
All people
watching
movie
First 150
people for
Ogden Area
$1500
Facebook
$1500
Megaplex
Theaters
$1000
Fremont High
and Ogden
High
Movie Night
School Flyers
VII.
Put flyers up
around high
schools.
Schedules of All Advertising Planned
Our advertising campaign will span six months and will be implemented in the
Ogden, Utah area. Our six chosen months include September through February.
September
October
Internet
X
Movie
Theaters
Newspaper
November
December
January
X
X
X
X
February
X
X
X
X
VIII. Statement of Benefits to the Client/Advertiser
Benefits to the Client: Through our campaign we plan to help Starbucks Coffee Shop
improve their relevance in the Ogden, Utah area. Clients will be aware of the
Starbucks as a friendly, delicious, and knowledgeable coffee shop company. We will
continue to establish our loyal customer base which will help to increase sales’ and
car rental by 15% in the next six months.
Benefits to the Advertiser: Our advertising firm will benefit from this promotion by
gaining more knowledge of the consumer and their reaction to a variety of
advertising ideas. This information will help us build a solid data base of which types
of advertising works best for this type of customer base.
WEBSITES USED:

http://www.starbucks.com/

http://www.topdesignmag.com/15-excellent-examples-of-advertisingcampaigns/