Solution
Frause helped Starbucks roll out a communications strategy that reminded Seattleites there was more to the company than simply coffee. The focus was on communicating that Starbucks still sourced and roasted the world’s finest Arabica coffee beans. Frause helped roll out each new product and delivered messaging about the substantial community support Starbucks and its employees lend at the local level. The company’s attention to developing healthy menu offerings and maintaining industry-leading support of its employees were other key messages.
Outcomes/Results
Frause efforts led to hundreds of media hits in print, TV, radio and on the Web. Much of the coverage surrounded new product lines such as Vivanno nourishing blends, Perfect Oatmeal and Clover coffee. An equal number told individual stories of how Starbucks employees were touching the lives of their customers. A key example was the Tacoma barista who donated her own kidney to a customer in need; the story ran in news outlets across the County.
APPROACH:
Media Relations
| Public Relations
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