Vita Cup Presented by Connect Advertising

Our goal is to serve 25 percent of beverages in reusable cups by “ ” - Starbucks Shared Goals

Introducing the Vita Cup CollapseReuseConnect

How It Works KATIE SMITH

o 25% in reusable cups by 2015 o Standardize cups o Decrease waste o Social media presence o Break even on cost Objectives

Primary Market 18 – 45 years old, white-collar United States Coffee drinker, supportive of environmentally friendly businesses

Secondary Market College students and professionals Urban areas Wi-Fi accessible place to study and socialize, want “coffee on-the-go”

Advertising Media UnitsUnit CostsTotal CostReachNotes Print Advertising Buses100$10,000 per month$1,000, million One bus per city in the top 100 most populated U.S. cities for one month. Magazines O Magazine2$50,000$100, millionOne full color page in two consecutive issues. Natural Living2$2,500$5,000106,000One full color page in two consecutive issues. People2$274,800$549, million One full color page in two consecutive nationally-circulated issues. Newspapers The Wall Street Journal 6$137,595$825, millionOne half color page in six consecutive issues (once per day, Monday through Saturday). In-store advertisements 25,667 posters and 14,667 boards $0.66 per poster and $34 per electronic board $515,6185 millionTwo posters in each Starbucks store and one in each drive-thru in the U.S; all of the posters are 24” x 36”. One electronic board in each Starbucks store and one in each drive-thru in the U.S. Online Advertising Webcasts4 pro ads and 15 vlogs $40,000 per Starbucks webcast, $8 per Vita Cup for vloggers $160, millionFour professional webcasts published by Starbucks posted to YouTube and endorsements by the fifteen most subscribed YouTube vloggers. Website banners10$2,000 per month (per site) $30, million Two banners each for five websites for three months. Social Media Social networkingN/AFREE$08.7 millionRaise awareness of Vita Cup on Facebook, Twitter, and Foursquare pages. Total Advertising Cost $3,185,908

UnitsUnit CostsTotal CostReachNotes Coupons1$1$2,175,0002,175,000The coupons will be for one free syrup and an upgrade in drink size, totaling $1 per Vita Cup. Total Sales Promotion Cost $2,175,000 Sales Promotion and Total Cost Sales Promotion Cost $2,175,000 Advertising Cost $3,185,908 Campaign Cost $5,360,908

Advertising Schedule MediaAprilMayJune In-store advertisements Magazines Newspaper Social networking sites Webcasts Buses Website banners

Sales Promotion Schedule MediaAprilMayJune Coupons

Social Networking

Number of Cups Saved Track progress made collectively… …and individually.

Print Advertisements Collapse. Reuse. Connect. © 2011 Starbucks Coffee Company. All rights reserved. Printed in the USA. Collapse. Reuse. Connect. © 2011 Starbucks Coffee Company. All rights reserved. Printed in the USA.

Transit Advertising

o 25% in reusable cups by 2015 o Standardize cups o Decrease waste o Social media presence o Break even on cost Measurement of Goals

Benefits o Under budget of $6 million o 546% return on investment o Projected revenue of $17.4 million o Strengthened consumer loyalty o Unique link between Starbucks and social networking/engagement o Benefits Starbucks, consumers, and the environment

Questions?