Starbucks uses various online strategies to engage customers and promote its mission statements of inspiring people and environmental leadership. These strategies include an online community site where customers can share drink ideas and feedback, promotional codes on cups that must be entered online for prizes, mobile text offers for discounts, and an online "Clean Up" pledge button to drive donations for environmental cleanup. The strategies are designed to strengthen Starbucks' online and in-store communities while measuring their effectiveness through tracking promotional participation and pledge button clicks.

1. STARBUCKS New Media Driver’s License- Assignment 10 Jill Mason ADV 892

2. 2 Mission Statementshttp://www.starbucks.com/about-us/company-information/mission-statement Coffee- “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time.” Environmental- “Starbucks is committed to a role of environmental leadership in all facets of our business.” Shaping Decisions

3. Starbucks Principles- used to explain how to live the Mission Statements everyday: Our Coffee Our Partners Our Customers Our Stores Our Neighborhood Our Shareholders Onward Shaping Decisions

4. Perfect Cup of Coffee Third Place Customer Satisfaction Creating a Starbucks Community Smart Partnerships Innovation Brand Marketing Starbucks Best Marketing Strategieshttp://www.voteforus.com/starbucksmarketingstrategy.html

5. Expand Online Community Our Customers Our Stores Customer Satisfaction Creating a Starbucks Community Connect Online with In Line Creating a Starbucks Community Our Neighborhood Our Stores Moving Forward

6. mystarbucksidea.com Current online promotion Online community sharing drink ideas, likes/dislikes, favorite stores, etc Gives people a sense of ownership; a place where they can give their opinion and feel like they have been heard Promo Codes Have a code on the lip of each cup Code has to be entered online Prizes don’t have to be big Free baked good with purchase of coffee $1 off next coffee Online to In Line

7. Mobile text offers Text a number to ask to receive mobile offers Release offer through tweet or facebook Offer good for a finite number of days or a day of the week that is “slow” The customer shows text coupon to cashier to redeem No printed coupon; good for the environment “Being a Responsible Company” “Clean Up” pledge button Have a sponsor pledge $1.00 towards environment clean up efforts, for every person that clicks on the pledge button on their web page. This is a great way to drive traffic to the website to be able to share what Starbucks is doing for the environment. Online to In Line CLEAN UP

8. Facebook- free Twitter- free Pledge button on website- free Only costs would be someone posting the promotions through facebook, twitter, starbucks.com & mystarbucksidea.com and then monitoring the data Budget

9. Promo codes & Mobile text offers & Clean Up button All come with tracking data Promo codes & Mobile text offers- system should be able to tell you when the promo code was released, how many people used a code and from what area of the country used the code the most Clean Up button- system should keep track of how many times people click on the button Measuring Success

10. “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time.” “Starbucks is committed to a role of environmental leadership in all facets of our business.” Starbucks