STARBUCKS AT HOME BY AVA JACOBS NMDL
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STARBUCKS A
T
HOME
BY AVA J
ACOBS
NM
DL
THE BIG IDEASTARBUCKS AT HOME• Already popular as a coffee shop• Coffee available in k cup, instant,
and bagged• Target those who like to make
their own coffee or don’t have time to go in-store
TARGET
AUDIENCE
• Busy moms• White collar
workers• Elderly• Health conscious• Middle/upper class• Eco friendly
• Social media• Blogging• Google AdWords• Inbound Marketing
TOOLS AND TACTICS
SOCIAL MEDIA STRATEGY
TWITTER FACEBOOK INSTAGRAM
• Social media searches• #starbucksathome• Online contest
BLOGGIN
G
& SEA
RCH ENGIN
E
OPTIM
IZATI
ON• Create a “Starbucks At Home” blog• Utilize SEO• Connect with current popular
bloggers
GOOGLE ADWORDS
KEYWORDSbest coffee, coffee beans, coffee brands, coffee shop, espresso, iced coffee, k cups, Starbucks locations and Starbucks menu
BUDGET• TOTAL ADVERTISING EXPENSES IN
2013• $205.8 million
• AGENCY RATE• $250 per hour x 40 hours = $10
thousand
• GOOGLE ADWORDS• $11.5 thousand per 2k clicks
MEASURING
• Monitor use of #starbucksathome
• Klout• Measure sales
SUMMARYGOAL• Increase awareness and sales of
packaged and single serve Starbucks coffee
STRATEGY• Engage target audience through
the use of digital marketing
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