For this project, we were assigned a company with an existing design system. We completed research to find a gap in current marketing efforts and tasked with creating a cohesive campaign to promote our chosen direction.
Starbucks has created a strong brand revolving around partnership, sustainability, and a high level of awareness and approval.
After completing the research phase and analyzing competitors, I came across the Starbucks College Achievement Plan. This plan allows current employees access to college tuition, but is not widely publicized. I chose to design my campaign around this program and expand it into Starbucks local communities.
The research phase of this project was more extensive and included a survey, creating diverse personas, a user journey, and a breakdown of the design system. See full details in my case study booklet below.
THE CAMPAIGN
For this campaign, I would propose that for every employee pursuing their bachelor’s degree through the Starbucks College Achievement Plan, Starbucks would also award a partial scholarship to a non-team member within the community.
Nominations are collected through the landing page and chosen throughout the year beginning this fall. To be nominated, individuals must have made a significant contribution or impact on their community and not currently hold a bachelor’s degree or higher.
THE GOALS
The primary goal of the campaign would be to collect nominations for the Starbucks Superstars Scholarship through the Starbucks College Achievement Plan.
Secondary goals would be to raise awareness for the Starbucks College Achievement Plan, support the community and build rapport with the public, and highlight Superstar Rewards, a new addition to the Starbucks Rewards program.
Initial Sketches
Design Deliverables
LANDING PAGE
The landing page is the central location for the Starbucks College Achievement Plan campaign. The nomination form is right on top along with a little information about the scholarship partnership, the “How It Works” section provides the quick and easy steps of the program, and the bottom of the page is filled with fun stories and images of past scholarship winners.
INSTAGRAM SERIES
The social campaign is going to be a vital element supporting the campaign. I chose to highlight one of the Instagram story series to show how the information shown varies based on social platform. Starbucks’ Instagram is mostly filled with top fan generated content. I wanted to continue that theme while also sharing a message by using the story photography and digital illustration.
ADDITIONAL ITEMS
In-store signage is going to be a huge part of this campaign because the target user does frequent the store at least once a week. While I brainstormed multiple touch points during the in-store experience, I felt like the tabletop was the best option to receive the most attention and serve the most purpose with the QR code that leads directly to the landing page.
The welcome kit is a direct mail piece awarded to recipients of the Starbucks Superstars Scholarship and those team members that enroll into college classes through ASU with the College Achievement Plan. The welcome kit is important because of its' shareability, relevance to the audience, and the genuine relationship and content it will create.
