Research Starbucks first began in 1971 as a single shop in Seattle.

Since then, the widely popular coffee shop has landed itself in more than 50 countries with a total of 15,000 shops. Throughout all of its success, Starbucks has made every effort to consistently provide its consumers with great products, while helping make the world a better place. But Starbucks doesnt want to stop there- they want to do more to make a difference. The interest in the well-being of the environment is continually growing, and Starbucks would like to institute a plan to not only create more awareness, but give their consumers a chance to make the world a better place for themselves, and for future generations, in tandem with Starbucks. Starbucks would like to receive the support of their consumers by agreeing to join them in their efforts to go green. Project Green Team is a plan that will encourage Starbucks consumers to team up with Starbucks to implement the use of eco-friendly products. Starbucks is targeting this plan to the demographics that, not only enjoy their product, but also have a desire to improve their own lifestyles and better the environment. Project Green Team will target the average working adult, as well as a college students and environmentalists. By targeting these publics, Starbucks will be engaging key secondary and intervening publics such as investors, and other organizations that are also trying to make a difference in the environment.

Goal, Publics, & Objectives Project Green Teams goal is to allow customers the opportunity to become a part of Starbucks efforts to go green. Consumers will be given the opportunity to purchase a reusable Green Team tumbler that they can re-use each time they purchase Starbucks coffee, tea or other beverages. Each time the consumer uses their Green Team tumbler instead of a throwaway container; they will receive their drink for a discounted price and will also receive a stamp on a Green Team card. After eight stamps, the consumer will receive a free drink or treat of their choice. The goal of the Green Team tumbler is to help reduce the waste which is created by the paper, throw-away cups that are regularly used by at least 20%. In addition, this will help customers save their money and, therefore, increase sales by 30%. Starbucks first targeted public will be the working-class coffee drinkers, who are concerned about the well-being of the environment. Starbucks wants to show this public that they are making every effort to provide an affordable product, with a new incentive that will not only save this public money, but will also help the environment in which they live. Starbucks hopes that by providing Green Team tumblers, this public will feel as if they are making a contribution to the preservation or our environment. There will be various print ads used to target this public both in newspapers, magazines and on billboards. Starbucks second targeted public is college students. College students are generally exhausted from the amount of class-work they take on, as well as working part-time jobs to maintain some sort of income. Starbucks Project Green Team wants to let college students know that they want to help them save money while giving them the boost they need to get through the semester. Starbucks hopes to increase the awareness of college students of being environmentally

friendly. They hope to do this by persuading students to buy and use Starbucks environmentallyfriendly products, so that they are living an environmentally-friendly lifestyle at an affordable price. Starbucks hopes that college students will take advantage of becoming part of the Green Team and cut down on waste, while saving money. Along with various print ads found in magazines and newspapers, as well as emails sent to student accounts, Starbucks will make a commercial featuring the endorsement of Sidney Crosby, the captain of the Pittsburgh Penguins. Tactics
A) Theme: The name of this campaign is Project Green Team. The theme is to

attract consumers to team up with Starbucks to partake in a more eco-friendly lifestyle. Consumers will be able to purchase a Green Team tumbler from Starbucks to use upon each visit to a Starbucks location. With the cup, the consumer will also receive a card that will be stamped each time the consumer uses the cup. After ten stamps on their card, the customer will receive a free drink or treat of their choice. I chose Project Green Team as the theme because it is designed to make Starbucks consumers of all demographics feel like a part of a team, coming together for the common good. This will be successful because people will like that they are not only helping themselves, but are also helping future generations. This campaign reminds consumers and the community that Starbucks in still striving to create a healthier environment, as well as improve their customer satisfaction. It is important to communicate these messages to these audiences because it will increase sales and raise awareness.

B) Action/Special Events: Starbucks has chosen January 1, 2013 as the kick-off day

for the new campaign. To make this campaign as successful as possible, Starbucks will be asking its consumers to make joining the Green Team a part of their new year resolutions. Two weeks before the new year, Starbucks will be hand out resolution cards with each Green Team tumbler sold. This is the consumers Green Team certification, which they can sign, saying they agree to be more green and it will be hung in the Starbucks store. Starbucks will be having special guest appearances from celebrities who are known to be equally concerned about their environment. These celebrities will be at random locations, and will be available to autograph the limited edition of the reusable cup. Celebrities include Cameron Diaz, Brad Pitt, Willie Nelson, and The Dave Mathews Band. The location of these celebrities will remain a secret, until the day of the event itself.

C) Uncontrolled Media:

For the usage of uncontrolled media, we will send a press release, client fact sheet and pitch letter to the Pittsburgh Tribune Review. Please see Appendix A for samples.

D) Controlled Media:

We will be running an ad that will appear in magazines and also an email blast. Please see Appendix B for the ad design.

Evaluation and Conclusion This plan would be evaluated and measured in several ways. One of the main goals is to increase overall sales by at least 30% for the 2012 year. This would be measured by taking the average sales for the year 2011, and comparing them to the sales at the end of the 2012 year. In order to measure the impact on the environment, Starbucks would be able to see how much of waste is contributed from throw away cups distributed by Starbucks, and then compare that to the volume of waste contributed from those same cups at the end of the 2012 year. Starbucks goal is to cut down on waste created from throw away cups by 40%. Also, in order to measure the success of the uncontrolled media, the column coverage would be calculated by the number of inches Starbucks coverage was, multiplied by the pricing of coverage per inch for the Pittsburgh Tribune Review, and then multiplying that value by three. This is the number that is considered the actual media value. This proposal provides Starbucks with a way to communicate to their publics that they are an establishment that is concerned with the well being of the environment as well as their customer satisfaction. This proposal should be selected because it is a cost effective way to offer customers a reasonable solution to helping their environment, one refill at a time. The media coverage that Starbucks will receive for enacting this plan will be significant, and the targeted publics will respond in a positive way to Starbucks desire to help their environment and their customers. By accepting this proposal, Starbucks will set themselves apart from all other coffee establishments, as an organization that has stuck to their core values since the day of origin, over 40 years ago.

Starbucks Coffee 5211 Library Road Bethel Park, PA 15102 www.starbucks.com 123.456.789

Contact: Jenna Noble, Public Relations Coordinator 724.561.536 Jenna.Noble@starbucks.com For Immediate Release Starbucks Sells Green Team Mug to Promote an Eco-Friendly Lifestyle PITTSBURGH, Pa. (Apr. 1, 2012)Starbucks will be launching a new going green campaign called Project Green Team later this year. Project Green Team will encourage Starbucks consumers to join Starbucks in their efforts to become more eco-friendly. Starbucks will be providing Green Team tumblers, which will be available for consumers to purchase and reuse as often as they would like in effort to be more green. When they bring in their Green Team mug, Starbucks will offer a discounted price on their drink and reward them with a free drink or treat after 8 re-uses. The campaign will continue until Earth Day and will encourage consumers to take part in a green lifestyle. -30-

Starbucks mission is to inspire and nurture the human spirit one person, one cup and one neighborhood at a time.

Starbucks Coffee 5211 Library Road Bethel Park, PA 15102 www.starbucks.com 123.456.7890

Contact: Jenna Noble, Public Relations Coordinator 724.561.536 Jenna.Noble@starbucks.com Starbucks is the premier roaster and retailer of specialty coffee in the world. With every cup, we strive to bring both our heritage and an exceptional experience to life.
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Starbucks opened in 1971 as a single store in Seattles historic Pike Place Market Howard Schultz is the Starbucks chairman, president and chief executive officer Starbucks hopes to be an establishment that celebrated coffee and the rich tradition, but that also brought a feeling of connection More than 15,000 stores in 50 countries Their mission is to inspire and nurture the human spirit one person, one cup and one neighborhood at a time. Starbucks makes it a priority to bring people together for a common good, reduce their carbon footprint, sell the highest quality product, and maintain a dedication to wellness Their new campaign is to make society aware of their sustainability and social responsibility efforts

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-30Starbucks mission is to inspire and nurture the human spirit one person, one cup and one neighborhood at a time.

Starbucks Coffee 5211 Library Road Bethel Park, PA 15102 www.starbucks.com 123.456.7890

Subject: Dear Ms. Kate Benz: Starbucks is launching a new program to help sustainability efforts. A Refill for the Environment will provide customers with a discount for using a refillable cup. The event will be kicked off on January 1, 2012 with special celebrity appearances at select Starbucks locations. This event will create a lot of public attention, and will help to raise environment awareness. Starbucks has a reputation of providing quality product to their customers, and is now taking a giant step in sustainability efforts for the environment. Their new incentive will help cut down on waste, and will also provide repeat customers a way to save money. This program allows customers to purchase a refillable cup that will be essential in cutting down on waste, and when used often will provide customers an opportunity for a free cup of coffee. The kickoff event will host celebrities such as Brad Pitt and Cameron Diaz who are known for their environmental efforts. This is an event that deserves and will require adequate media coverage, and Starbucks would love for Pittsburgh Tribune Review to be a part of their special event. Please feel free to contact me at any time to discuss further details pertaining to this new incentive and event.

Cordially, Jenna Noble Public Relations Coordinator 724.561.5369 Jenna.Noble@starbucks.com