Content Marketing Campaign

Campaign For: Starbucks

Idea: Starbucks have the mobile application on which the users can order for coffee and pick up at store. As per our campaign idea, Starbucks mobile app Users will be given free coffee worth $5 on installing Starbucks application (Welcome bonus points) and the 15-20% discount offer when they order and pay through the mobile application on regular basis depending on their usage. Users earn points on every purchase that can be later used for further purchases.

Who is the Audience?

The youth and the individuals working on various jobs are the targeted audience as they are the ones who use the mobile applications more often.

Goals:

The major goal is to boost the use of app and increase the amount of total sales. All the social media tools will be used to engage the consumers to attract to this campaign. Click a link, and increasing follwers by a considerable number will be the goal.

When to Launch?

This campaign will be launched in the spring season. New season provides a perfect opportunity for the start of a new campaign.

Social Strategy:

This campaign will be promoted using all major social media channels including Facebook, Twitter and Instagram.  This campaign will also be promoted on blogger so that the people looking for related stuff can be lead to our blog through the use of good search engine optimization. Attractive images will be used on social media to give more visual appeal to the campaign promotions.

How to Attract, acquire and engage new consumers:

To attract new customer’s social media campaigns will be run notifying the new and existing customers about the campaign. Details will be provided to convince the users about the campaign and make them aware about the benefits.  Now once the customers are acquired, Point reward system on each purchase will keep the mobile app users engaged with regular purchases and usage. Social media channels will attract feedback and replies will be given in a timely manner to keep the new and existing consumers in touch with campaign.

Starbucks and Williams Fresh Café on YouTube

YouTube is a very powerful tool in the modern era when everyone has a mobile device enabling them to access seamless videos anytime and anywhere. It is an effective marketing tool if used in a good way. Therefore, lets analyses how our two brands utilize the YouTube Platform to their benefit.

Starbucks:

• ·        91,071 subscribers.
• ·        YouTube channel contains hundreds of videos and company posts 6- 9 videos per week.
• ·        Viewer opinions, Products and services, Promotions, Advertisements etc. are marketed on YouTube Channel.
• ·        In the Description area links to various related websites and details of videos are mentioned.

The Most recent successful and popular video is:

This video contains the Recipe for the Mexican Coffee of Starbucks and it is 34 second video which has 2103 likes. This is a recent and successful post because it attracts the consumer attention and curiosity to the fact that how this special coffee is prepared at Starbucks.

Williams Fresh Café:

• ·        8 subscribers.
• ·        YouTube channel contains 9 videos and last video was posted a year ago.
• ·        Products and services, Promotions, training and franchising is shown on YouTube Channel.
• ·        In the Description area links to various related websites and details of videos are mentioned.

The Most recent successful and popular video is:

This video has 2029 likes on YouTube, which is highest among all 9 videos. This is the only video which talks about promotion and loyalty programs hence no wondering why this has the highest likes. It shows the amount of curiosity that the consumers have towards rewards and promotions.

Starbucks vs Williams Fresh Café on Instagram

In the recent few years, Instagram has amazed many people by the amount of popularity that it possesses among the modern youth. So, let’s analyses the Instagram presence of Starbucks and Williams Fresh Cafe.

Starbucks

• Starbucks Canada has a strong presence on Instagram just like the Facebook and Twitter. They have 161,992 followers and 991 posts on Instagram.
• ·        They Post 4-8 posts per week and are very active.
• ·        They promote their products and service including new items and promotions like Happy Mondays.
• ·        They use the 50-50 rule very well including post related to their brand as well as various media.
• ·        The Keywords that Starbucks mainly uses are: #Coffeelove , Starbucks.ca, Happy Mondays and link to Starbucks.ca is available.

Their most popular recent posts are:

These 2 posts have highest likes among the recent 10 posts. It is because they represent the diverse Starbucks style and passion which goes beyond just the drinks and coffee. These two pictures have 6578 and 6192 likes respectively and 454 and 47 comments respectively. This shows that the brand is constantly engaged with its consumers on this platform.

Williams Fresh Café

WFC has a good presence on Instagram and they are trying to catch up with the competition. They have 693 followers and 847 posts on Instagram.

• ·        They Post 5 posts per week and are not very active.
• ·        They promote their products and service including promotions and opening/closing of some of their stores.
• ·        They use the 50-50 rule very well including post related to their brand as well as various media.
• ·        The Keywords that Williams Fresh Cafe mainly uses are: #williams  #williamsfresh  #williamscafe #williamsfreshcafe. And link to WFC website is available.

Their most popular recent posts are:

The above 2 posts are most liked posts recently with 63 and 34 likes respectively. These both posts show the different menu items that Williams Fresh Café offers to its customers. These images are very attractive and serve their purpose of attracting the users towards the post, so they are successful attempts.

Starbucks Vs Williams Fresh Café on Twitter

Twitter is one of the most widely used and influential social media engines. Let us analyses the recent Twitter performance of Starbucks and Williams Fresh Café.

Starbucks:

• Starbucks is one of the top global coffee chains and it has a strong presence on Twitter with 11.7 Million followers and 61,534 tweets on it’s on its official Twitter account.  By looking at the most recent 25 tweets of Starbucks, we can say that:
• ·        They are active on twitter and they post 10+ tweets per week on average.
• ·        They promote their various products with attractive images and they also post their offers and promotions like ‘Happy Mondays’ for their consumers.
• ·         They use the 50-50 rule very well including post related to their brand as well as various media.
• ·        The Keywords that Starbucks mainly uses are: Trees, Coffee, and Happy Mondays, Almost spring, Happy etc.

There most recent popular tweets are:

These two tweets received highest likes and retweets among the recent tweets because they talk about the Starbucks signature style which reflects style with seasons.  They linked the nature and gardening in one tweet with Starbucks and they mentioned their trendy new product in other tweet.

Williams Fresh Café:

Williams Fresh Café is a local Canadian Company and hence has no practical comparison with a global brand like Starbucks on a global basis. But they are really doing their good efforts and they have 1,375 followers on their official account and 2,977 tweets.

• ·         They Post 6 to 10 posts per week and are comparatively more active on Twitter than Facebook.
• ·        They promote their products and service including promotions and opening/closing of some of their stores.
• ·        They use the 50-50 rule very well including post related to their brand as well as various media.
• ·        The Keywords that Starbucks mainly uses are: Happy Weekends, Refreshed, 2x, all day etc.

Their most popular recent tweets are:

As we can see that WFC do not receive much likes and re tweets on Twitter but still their most liked/re tweeted recent tweets include the posts in which they promote their sale promotion plan which offers discounted price on holidays and 2X point reward system on special days for their consumers. But they really need to catch up with their competitors. 

Starbucks vs Williams Fresh Café on Facebook

When it comes to social media marketing, then it starts with Facebook. It is undoubtedly the most used social media giant globally and no brand can ignore it. So, in this blog we will try to analyses how the Starbucks and Williams Fresh Café utilize this platform.

 Starbucks:

• Starbucks is one of the top global coffee chains and it has a strong presence on Facebook with 36,141,033 likes on its official Facebook page.  By looking at the most recent 25 posts of Starbucks on Facebook, we can say that:
• ·        They are active on Facebook and they post 5 post per week on average.
• ·        They promote their various products with attractive images and they also post their offers and promotions like ‘Happy Mondays’ for their consumers.
• ·         They use the 50-50 rule very well including post related to their brand as well as various media.
• ·        The Keywords that Starbucks mainly uses are: weather, snow, coffee, Happy Mondays, hello etc.

The Starbucks Most Successful Recent Posts are:

These two posts have highest likes, share and comments among the recent posts. These posts are popular among Starbucks fans and non-loyal fans because in these posts Starbucks actually promoted the diversity of its product line and they are proffering people something much more than coffee. They promoted their seasonal products in these posts and that is why these posts attracted a lot of likes and shares from the Facebook fans.

Williams Fresh Café:

Williams Fresh Café is a local Canadian Company and hence has no practical comparison with a global brand like Starbucks on a global basis. But they are really doing their good efforts and they have 8,102 Facebook likes on their official page.

• ·         They Post 6 to 10 posts per months and are comparatively less active on Facebook as compared to their completion.
• ·        They promote their products and service including promotions and opening/closing of some of their stores.
• ·        They use the 50-50 rule very well including post related to their brand as well as various media.
• ·        The Keywords that WFC mainly uses are: Happy Weekends, Refreshed, 2x, all day etc.

      Their Most Recent top Posts are:

The reason that these two posts have highest likes among the recent posts is that one post highlights the opening of a new location, which is exciting for the brand followers whereas the other post mentions the promotion 2X for the weekend purchases.

Social Media Strategy- Starbucks

Starbucks Social Media Strategy:

Starbucks is an international Coffee Chain which manages global operations and maintains its brand distinction in vastly competitive industry. The company is well aware of the importance of Social Media and thus has a strong presence on all major Social media channels.

Let’s have a look how they manage and perform on various Social media giants:

·        Facebook:

Starbucks have pretty impressive fan following of 36,140,085 people on Facebook. The Company knows they value of keeping direct contact and communication with the consumers. Therefore Starbucks posts 1 post on average of 2 to three days. They also stay engaged with users through their previous posts by commenting on user comments and feedback. They wish people on special occasions and also promote some of their products on these occasions.

Facebook

·        Twitter:

Starbucks also cash from its strong presence on twitter. The Starbucks Main Page on Twitter has 11.7 Million Followers and Starbucks Canada page has 311,294 followers. Starbucks main page on Twitter has 60,903 tweets so far, which is an impressive amount of tweets. Starbucks tweet on twitter on an average of one post per two days. They Post really catchy pictures of their products and services and special tweets on special events. They also promote their special promotions time to time.

Twitter

·        YouTube:

In Case of YouTube, the activities regarding posting new stuff for users slow down a bit because of efforts and resources required to make interactive videos. However, Starbucks Channel maintains 90,653 Subscribers on YouTube and has posted 372 videos so far. They basically post the video’s to promote their products which include consumer views sometimes. They usually post 5-8 videos per week on their channel.

YouTube

·        Instagram:

Starbucks Have 7.9 million followers on Instagram and are pretty active on this social media channel. They have 1,011 posts so far and they usually post one post per day. Just like other social media platforms they promote their products and services, special events and promotions through pictures and video’s on Instagram.

 

Instagram

Welcome to "Digital Coffee Ville"

This blog is an effort by our team to provide our readers with the information regarding their favorite Coffee Brands, especially in Northern America. We hope that we will be able to help you with the various aspects of digital marketing efforts of these coffee chain giants. We hope that you will be delighted by our sincere effort.

The Brands that we will be taking a look at are:  

• Starbucks
• Tim Hortons
• Dunkin Donuts
• McCafe 
• Williams Fresh Café 
• Van Houtte
• 7 eleven
• Krispy Kreme

Introduction to our Team Members

Kamalpreet Singh Somal is Student in Sheridan College in Business Marketing program. He did his graduation in Bachelor in Business Administration from Punjab Technical University.

Kamalpreet Singh Somal

Balwinder Singh Gill is Business marketing student in Sheridan. He Did His Graduation in Computers Applications From Punjab Technical University, India.

Balwinder Singh Gill

Anmol Goyal is student in Sheridan College in business marketing program. He did his high school education from R.S. Model Senior Secondary School from India

Anmol Goyal

Anjanpreet Kaur is student at Sheridan College and recently doing diploma in Business Marketing. She completed her high school from B.I.S (N) Sen. Sec public school, Punjab, India.

Anjanpreet Kaur