This document outlines Starbucks' strategy to increase awareness and sales of their packaged and single-serve coffee products to those who make coffee at home. The strategy involves engaging target audiences like busy moms, white collar workers and the elderly through social media marketing, blogging, Google AdWords and inbound marketing. Tactics include monitoring hashtags, collaborating with bloggers, and measuring engagement and sales.

2. THE BIG IDEA
STARBUCKS 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

3. • Busy moms
• White collar
workers
• Elderly
• Health conscious
• Middle/upper
class

4. • Social media
• Blogging
• Google AdWords
• Inbound Marketing
TOOLS AND TACTICS

5. SOCIAL MEDIA STRATEGY
TWITTER  FACEBOOK  INSTAGRAM
• Social media searches
• #starbucksathome
• Online contest

6. • Create a “Starbucks At Home” blog
• Utilize SEO
• Connect with current popular
bloggers

7. GOOGLE ADWORDS
KEYWORDS
best coffee, coffee beans, coffee brands, coffee shop, espresso, iced
coffee, k cups, Starbucks locations and Starbucks menu

8. 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

9. • Monitor use of
#starbucksathome
• Klout
• Measure sales

10. SUMMARY
GOAL
• Increase awareness and sales of
packaged and single serve Starbucks
coffee
STRATEGY
• Engage target audience through the use
of digital marketing