The Brooklyn Arm of Starbucks Assignment Example | Topics and Well Written Essays - 1250 words

The Brooklyn Arm of Starbucks - Assignment Example Below are the proposed steps: Pre-advertising campaign Understanding the expectations of the target audience is of prime importance. We plan to conduct a random-sample research (http://en.wikipedia.org/w/index.phptitle=Sampling_%28statistics%29&oldid=226589926 ) on what the Brooklyn people expect at Starbucks. For example, they could want a particular flavor peculiar to them. This will help us to have a strong base on which we can build our branding. Re-branding Starbucks already has a strong brand image. We intend to capitalize on it and give it a regional twist to make the branch an instant success. For this, we plan to work on a new profile, specifically catering to Brooklyn, a new tag-line, and a new menu card. With our pre-advertising campaign, we'd also be able to suggest new flavors based on the peoples' opinions. Media Plan Ad Campaigns Prior to the launch of the branch, we plan to use modes such as flyers and pamphlets that could be given out at busy eat-outs, malls and other areas where people meet. Print Ads Print advertisements have a longer shelf life and people retain information very well. Two weeks before the launch, along-side the pamphlets and the flyers, we could advertise in the local dailies. Launch With the campaigns people will be aware of the date, time, and location of Starbucks Coffee new branch launch. Schedule This section describes the project timeline. S.No. Phase Scope Timeline 1. Phase I Conduct a pre-advertising campaign to understand the community's expectations. August 2008 - October 2008 2. Phase II Re-branding October 2008 - November 2008 3. Phase III Ad campaigns December 2008 4. Phase IV Launch January 2009 Resource Distribution This section will describe the project team... Starbucks already has a strong brand image in New York and plans to capitalize on the same in making its new branch a success. For this, Starbucks requires a local Advertising Agency to work out a complete brand building plan for its launch. We have catered to several clients at Brooklyn by researching and understanding the community. All our projects; print and electronic, have been great successes. Our strength lies in our team of brilliant advertising professionals. Understanding the expectations of the target audience is of prime importance. We plan to conduct a random-sample research (http://en.wikipedia.org/w/index.phptitle=Sampling_%28statistics%29&oldid=226589926 ) on what the Brooklyn people expect at Starbucks. For example, they could want a particular flavor peculiar to them. This will help us to have a strong base on which we can build our branding. Starbucks already has a strong brand image. We intend to capitalize on it and give it a regional twist to make the branch an instant success. For this, we plan to work on a new profile, specifically catering to Brooklyn, a new tag-line, and a new menu card. With our pre-advertising campaign, we'd also be able to suggest new flavors based on the peoples' opinions. We plan to outsource the pre-advertising campaign to a local marketing research co