This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
CASE STUDY " Localise and implement new EVP and employer branding campaign in the China market. Client Starbucks Region China Date 2013 Keywords Display Advertising (banner) EVP Development Posters Graduate Marketing
BACKGROUND Starbucks had developed a new Employer Value Proposition (EVP) and an employer branding ‘Opportunity’ campaign. However, they weren’t localised and implemented in the China market.
SOLUTION In order to better identify Starbucks China’s current challenges and opportunities, Maximum organised a workshop with a Starbucks project committee to detect the critical touch points. Based on these findings, Maximum developed a set of toolkits to successfully localise and implement them in the China market. .
Welcome letter: An on-boarding kit is prepared for each newcomer on their first day at a Starbucks office or store. This letter shows a warm welcome from the Starbucks family.
Partner bag: An on-boarding kit is prepared for each newcomer on their first day at a Starbucks office or store. The partner bag is one of the items in the kit
New Partner Mug: Mugs can have different values for each Starbucks partner. Partners can get different mugs designed for different occasions. Mugs are designed specifically for newcomers.