How Starbucks Helped A Community Created Thousands of Jobs.



*Objective:*

To teamed up with 'Create Jobs for USA' in an effort to improve community relations.

*Strategy:*

Starbucks PR firm Edelman activated a hyperlocal storytelling plan to put a face to the economic crisis and those benefiting from the initiative.

To guarantee a successful campaign, Starbucks sparked dialogue on the jobs crisis and positioned Create Jobs for USA as a way for the community to take action.

*Key elements:*

1. Starbucks CEO Howard Schultz sent letters to Washington policymakers and
Starbucks partners and customers, and appeared on prominent news outlets.

2. Shared personal stories of those affected by the economic crisis, highlighting Create Jobs for USA’s impact.

3. Made “Indivisible” wristbands that were sold at Starbucks stores nationwide and
sent to program supporters.

*Results:*

Raised more than $15 million with an estimated 5,000 jobs created or retained.

Starbucks’ social networks saw record engagement, and Schultz was named Fortune Businessperson of the Year for 2011.

©Ishola Ayodele 08077932282