Review the following (very fake) Starbucks scenario and make a integrated marketing plan:

Fictional Scenario:

• You are on the Starbucks marketing team and have been asked to put together an integrated marketing plan to help Starbucks with the following business issue.
• The issue: Starbucks has realized that sales are lagging and they believe that reaching a new audience (and a growing population - the largest cohort since the baby boomers) will help drive awareness and ultimately drive an increase in sales.
• The target demographic: Generation Y (the late 20's to early 30's set.). Location/Geo is the United States.
• They believe the best way to reach Generation Y is by engaging them online (with the ultimate purpose to drive them in store).
• In an attempt to capture Generation Y, they will be launching a new product as well, the SSL "The Squash Spice Latte" - they believe this will be a huge hit and also think it is way better than the PSL "The Pumpkin Spice Latte."
• Goal: drive awareness and sales. Create buzz around SSL/new product and attract Generation Y/new audience.
• The budget to introduce the SSL and try to engage a Generation Y is $100,000.
• Note: you can use background research/information on Starbucks to help make integrated marketing plan and details more realistic.

Here are some supporting links:

• https://en.wikipedia.org/wiki/Pumpkin_Spice_Latte(Links to an external site.)
• http://finance.yahoo.com/news/how-starbucks-turned-the-pumpkin-spice-latte-into-a-lifestyle-brand-195048728.html(Links to an external site.)
• https://www.huffingtonpost.com/entry/psl-history_us_59b7ec20e4b027c149e27ee8?utm_hp_ref=starbucks(Links to an external site.)
• https://twitter.com/TheRealPSL

Executive Summary / Overview

• Provide background (very brief introduction of the company) and give context of your PowerPoint

Objectives

• What are the objectives of the organization itself?
• What are the objectives of the specific marketing plan and how will it be measured?
• Detail out how objectives will be met (by what means, not detailed media plan)

Strategies

• What should be the strategic goal of organization's integrated marketing program?
• How will this strategy/strategies help achieve the stated objectives

Creative Strategy / Brief

• Why are we creating the integrated marketing plan and how does the right creative messaging fit into the overall plan.
• Answering the following questions: Who we are talking to? (Audience), What is the single most important message we want to communicate? Why should people believe this? What tone of voice should we use? What do we want people to think or feel after experiencing the marketing? What are the requirements?
• What do you see as ideal output for the creative?

Media Objective / Media Tactics

• What channels are suggested to reach intended goals?
• Suggest percent of budget that would be allocated to each channel. Explain why each channel would be ideal.

Public Relations Overview / Objectives

• How does PR fit into overall integrated marketing plan?
• What PR tactics/distribution channels should be included to reach intended audience?
• Include headline for press release and 3 major points that you would convey in press release.

Success / Measurement

• What are the metrics that are most critical to measuring the integrated marketing plan? Why?
• How will these metrics be measured?

Conclusion

• Plan of action / next steps
• Overall summary / recommendations
• Any final comments