OLIVE LIAO presents
PR WRITING SAMPLES
TABLE OF CONTENTS
Olive Liao 2016
SEO BLOG POST SEO Blog posts for Starbucks on National Coffee Day
Website Copy for Starbucks' National Coffee Day's Campaign
CRISIS LANDING PAGE
A serial Starbucks' tweets on Twitter during the campaign
2 Facebook Posts during the campaign
MEDIA PITCH A Media Pitch sample and a Media List for Starbucks' campaign
PRESS RELEASE Draft a Press Release for Starbucks during the Holiday Season campaign 2016
Design the print ads and draft the copy for the posters
Create a marketing email for Starbucks Investor Day
Create an introduction page for Starbucks Investor Day on its company newsletter
Create a crisis internal email for the baristas to counteract a crisis
Create a web landing page to counteract the crisis
Write an Op-Ed for the Starbucks brand and imagine it to be published on the Boston Globe
SEO BLOG POST Olive Liao 2016
National Coffee Day: Buy Coffee to Help Donate Tress Last Monday, I visited my local Starbucks as I do every morning. “Tall hot latte, whole milk and no sugar” has always been my first choice. However, ever since I’ve learned the “One Tree for Every Bag” commitment and its goodwill behind from Starbucks, I decided to switch to Mexico Chiapas and the nicely brewed iced-coffee roasted by high-quality Arabian beans immediately won over my heart. September 29th was the National Coffee Day. Throughout the past decades, coffee trees in countries like El Salvador, Guatemala and Mexico were seriously infected by coffee rust, a plant fungus that damages coffee trees making it harder for farmers to produce high-quality coffee for the entire industry. In 2015, Starbucks announced its “One Tree for Every Bag” commitment on National Coffee Day in order to donate rust-resistant coffee trees for farmers in Latin America. This program ensures that a coffee tree is planted for every bag of coffee purchased in a participating U.S. store. Within only a year, thanks our consumers’ Starbucks has donated enough funds for farmers to plant 18 million rust-resistant coffee trees. To carry on the idea of trees donation, this year, Starbucks claimed to donate a rust-resistant coffee tree to farmers in need for each cup of brewed Mexico Chiapas coffee sold on National Coffee Day. In collaboration with one of its suppliers, ECOM, and Conservation International, Starbucks has a goal of planting a total of 20 million trees by the end of 2016. You can start buying Mexico Chiapas at a local store from today to keep this goodwill growing and to reduce the pace of Global Climate Change at the same time. Mexico Chiapas is a seasonal coffee with a unique flavor, check it out here for more product introduction and online ordering information.
WEBSITE COPY Olive Liao 2016
Be Part of Something Big. You Purchase Coffee, We Donate Trees to Farmers in Need. National Coffee Day is on September 29. This year, Starbucks is going to celebrate this day by donating coffee trees to farmers in need. A healthy coffee tree will be distributed to farmers and planted in Latin America once a cup of Mexio Chiapas is sold in a U.S. participating retail store. Sign up a weekly newsletter to follow this event and start to be part of something big for our coffee community. Your Name:________________________ Your Email Address: ______________________________ Click to Submit * Why We Donate Coffee Trees? Learn more about the One Tree for Every Bag initiative from 2015 and our motivation of tree donation here. * Why We Chose Mexico Chiapas? Learn more background information of our Ethical Sourcing Program to understand the reason why Mexico Chiapas is selected. You may also learn more product information and online ordering methods here. * Why It Matters? Learn the impacts we are driving each day by distributing healthy trees to farmers here. * What Can I Do? Check out the whole U.S. participating stores here and go purchase a cup of Mexico Chiapas at a local retail nearby to become part of the solution on National Coffee Day this year.
TWITTER CALENDAR Olive Liao 2016
Starbucks Twitter Calendar for 2016 National Coffee Dayâ€” Week of September 25 Sep 25 2016 Monday Carry on its 2015 #OneTreeforEveryBag initiative, Starbucks is donating coffee trees to farmers this year on #NationalCoffeeDay. @StarbucksUS
Sep 26 2016 Tuesday Ever wondering why Starbucks donate #CoffeeTrees to farmers in #SouthAmerica? Learn more info. via @StarbucksNews on Twitter.
Sep 27 2016 Wednesday The company expands its #OneTreeforEveryBag commitment to brewed coffee for one day in the U.S. to reach a donation goal of 20 million coffee trees by the end of 2016. @StarbucksUS
TWITTER CALENDAR Olive Liao 2016
Starbucks Twitter Calendar for 2016 National Coffee Dayâ€” Week of September 25 Sep 28 2016 Thursday #MexicoChiapas brewed coffee offered at more than 13,500 U.S. and Mexico stores honoring the origin of Starbucks #EthicalSourcingPro- gram. #NationalCoffeeDay @StarbucksNews
Sep 29 2016 Friday_National Coffee Day 2016 Happy #NationalCoffeeDay! Go and but a cup of brewed #MexicoChi- apas today and be part of something big for @StarbucksUS and its #CoffeeCommunity. @StarbucksNews
FACEBOOK POST Olive Liao 2016
Sep 28 2016 Thursday National Coffee Day is coming! This year, we are carrying on our One Tree Every Bag initiative from 2015 to donate healthy rust-resistant coffee trees to farmers in Latin America. A tree will be planted once a cup of brewed Mexico Chiapas is sold on that day. And each healthy coffee tree will grow enough green coffee to roast and package one pound of finished coffee. Come and join this goodwill on September 29 (National Coffee Day) at a local retail store near your place.
Sep 29 2016 Friday_National Coffee Day 2016 Good morning and happy the end of the week! Today is the National Coffee Day in the United States. Before you hustle into your office, check out the most optimal local store near you and help Starbucks donate healthy coffee trees to farmers by purchasing a cup of brewed Mexico Chiapas today!
MEDIA PITCH Olive Liao 2016
Media Pitch Email Content From: email@example.com To: firstname.lastname@example.org Subject: RE: Exclusive First Look at New Coffee Machine from Starbucks ! Date: October 19, 2016 at 09:20:37 AM EST Hi Sara, In Starbucks, we uses the highest quality arabica coffee in the world as the base for its espresso drinks. Actually, we believe the flavor profile of our coffee matters. But have you ever imagined if you could have your own personal barista home every morning when you wake up ? Starbucks proudly launches its newly designed coffee machine that best expresses the flavor of each coffee blend. With this new coffee machine at home, customers can experience the result of a collaboration between Starbucks coffee team and equipment developers with the new Verismo® System by Starbucks. The new system is available for preorder on Verismo.com starting today and will be sold at participating stores in the U.S. and Canada starting October 21. The Verismo V System uses dual-pressure Swiss engineering to bring deep flavor, rich crema and the complexity of coffee served in Starbucks cafés. The new Verismo V Brewer features a sleek updated design including: - A larger cup of brewed coffee (now 10 fluid ounces) - Quieter operation - Adjustable drip tray that can accommodate a variety of mug sizes - A larger water reservoir conveniently located on the side of the brewer. - Quick heat up, in only 15 seconds I would like to offer you a first look at our new coffee machine, so you can credibly prove to your readers that how you feel about our new Verismo® System. I appreciate your time and consideration and please let me know if you would be interested in learning more. Thank you! Warm Regards, Olive
MEDIA PITCH Olive Liao 2016
PRESS RELEASE Olive Liao 2016
Starbucks Holiday Blend Comes Back SEATTLE, (November 1, 2016)— This holiday season, Starbucks today proudly announced the the return of peppermint, warm roasted chestnuts and baked gingerbread for its lovers and the coffee community. With unique handcrafted beverages from Chestnut Praline Latte, Caramel Brulée Latte to Peppermint Mocha, the glorious return of these seasonal holiday flavors will sprinkle this winter with a completely sense of marvel! With the approach of Holiday Season, Starbucks is bringing back holiday handcrafted beverages to stores for their drinkers. Start selling these new beverages on November 1, customers now can enjoy the first sip of the season including favorites Chestnut Praline Latte, Caramel Brulée Latte and Peppermint Mocha. “We’re bringing back these handcrafted beverages for our consumers not only to broaden their selection within our Latte spectrum but help create holiday conversations between store baristas and our drinkers.” Said Howard Schultz, chairman and CEO. These are surely to be perfect beverages for a crisp winter morning or a cozy afternoon. - Chestnut Praline Latte: Freshly brewed espresso and flavors of caramelized chestnuts, with freshly steamed milk, topped with whipped cream and spiced praline crumbs. - Caramel Brulée Latte: Espresso, steamed milk and rich caramel brulée sauce, topped with whipped cream and shimmery caramel brulée topping. - Peppermint Mocha: Espresso and steamed milk sweetened with flavors of chocolate and peppermint, all topped off with whipped cream and chocolate curls. Other optional handcrafted holiday flavors include Eggnog Latte, Gingerbread Latte and Skinny Peppermint Mocha. Starbucks holiday beverages are available in participating Starbucks® stores in the U.S. throughout the season while supplies last. Customers can also enjoy their favorite Starbucks holiday flavors at home this season with a variety of products available in grocery stores for a limited time.
PRESS RELEASE Olive Liao 2016
About Starbucks Global To say Starbucks purchases and roasts high-quality whole bean coffees is very true. That’s the essence of what we do – but it hardly tells the whole story. Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Starbucks opened in 1971, and it’s just as true today. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. For more information, visit starbucks.com Media Contacts Olive Liao Starbucks Global/ U.S. and Canada (206) 318-7100 email@example.com
PRINT ADS Olive Liao 2016
PRINT ADS Olive Liao 2016
MARKETING EMAIL Starbucks_Investor Day
Olive Liao 2016
From: firstname.lastname@example.org To: (mailing list of a handful of targeted prospective investors) Subject: Blend with us on December 7 to Make Your Dollars Ever Worthy! Dear [First Name], Good morning from Seattle. Today, I am happy to share you with exciting news. On behalf of the entire senior leadership team at Starbucks Global, I would like to invite you to our 2016 Investor Day on Wednesday, December 7 at 8:00 a.m. at our Global Headquarters here in Seattle. On Investor Day, I will introduce some golden opportunities to work with us. I will be leading a Q&A session to answer each of your questions regarding investing Starbucks in mind. - Kevin Johnson, our president and chief operating officer ; - Scott Maw, our executive vice president and chief financial officer ; - and other members on the senior leadership team will all participate Investor Day to guide you through each of the precious opportunities Starbucks has to offer. However, due to our limited capacity, attendance is by invitation only. The event will also be webcast live and all interested parties are invited to access the webcast from the companyâ€™s website at investor.starbucks.com An official invitation card will soon be delivered to you but if you have any questions at this point, please reach out to our Event Planner and Manager, Olive Liao, at email@example.com. Iâ€™m looking forward to your arrival. Best Regards, Howard Schultz Chairman and CEO of Starbucks Global 2016.11.16
NEWSLETTER EVENT INTRO. Starbucks_Investor Day
Olive Liao 2016
Hello, investors. Greetings from Starbucks global senior leadership team. We are glad to introduce you our upcoming Investor Day this year. Please mark your calendar, this event will be hosted on Wednesday December 7 at 8:00 am. You can learn the entire event here first. On the Investor Day, apart from a keynote and a Q&A session led by our chairman and CEO, Howard Schultz, there will still be several senior executives articipating in this event such as Kevin Johnson, our president and chief operating officer ; and Scott Maw, our executive vice president and chief financial officer. Therefore, we highly encourage you to join the 2016 Investor Day with us to have a golden opportunity seeking insights from our executive boards. Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting highquality arabica coffee. Today, with more than 24,000 stores around the globe, Starbucks is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience and to co-create more future business possibilities with you, we sincerely hope to have you on the upcoming Investor Day to learn more about these golden opportunities. For other questions, please visit us at starbucks.com.
CRISIS EMAIL Olive Liao 2016
Dear Baristas, First of all, thank you for your daily commitment. You are the front line bringing out the best Starbucks through each cup of coffee. We appreciate your efforts as brand ambassadors and helping to maintain the service quality. Because of your dedication, our successful and respected coffee community is where it is today. Recently, we were criticized in the media regarding the launch on our Green Cup design, during such a sensitive and divided time in the country. With the upcoming Presidential Election Day, our Green Cup design represents “a symbol of unity and reminder of our shared values and the need to be good to each other,” has been criticized for waging war as “political brainwashing” since we launched it on Nov. 1. We have no intention to build any political preference towards its drinkers and community. The Green Cup, designed by Shogo Ota represents shared humanity and connection, serving as a symbol for stitching people together as a united community. Sincerely hope you will help clearly communicate this goodwill behind our new Green Cup design to our consumers. You may also learn more about the design concept from the artist here. We appreciate for each of your efforts. Best Regards, Howard Schultz Chairman and CEO of Starbucks Global 2016.11.03
CRISIS LANDING PAGE COPY Olive Liao 2016
Come and Celebrate our New Green Cup Community this Holiday Season! This year, we are glad to partner with Shogo Ota, a Seattle-based artist to make our new packaging design, the Green Cup Community. Behind the Design The design aims to express connectivity of countless of different people in a big modern city. The artist, Shogo Ota, used a single line woven to create images of different people overlaid one and another. These people are also being highlighted in a circle, meaning sharing togetherness and the true nature of the Starbucks coffee community. About the Artist, Shogo Ota In November 2016, we released a new green cup in U.S. stores for a very limited time. The artwork on the cup was created by a very special person, a Seattle-based graphic designer, Shogo Ota. This is his unique story. Why we chose this Design Concept? During a sensitive and divisive time in our country due to the upcoming Presidential Election Day, “Starbucks wanted to create a symbol of unity as a reminder of our shared values, and the need to be good to each other,” said Howard Schultz, Starbucks chairman and CEO, in a press release. In addition, Starbucks has always been trying to be a different kind of company that not only celebrates coffee and the rich tradition, but also a sense of connection within our shared coffee community. Expect More Than Coffee Starbucks has long been a place for our drinkers to see and meet up with different people. Some come to socialize, and some even take our comfortable and relaxing retail store as a third place to work or study. No matter what the purposes are, we’re always proud to be a first-choice for our lovers. With this year’s Green Cup design, we want to convey our belief of sharing lives through connecting with different people here. We also want to ensure that no matter what we do, we will always do them through the lens of humanity. For more information, you can learn more about us on starbucks.com.
OP-ED Olive Liao 2016
The Boston Globe
Starbucks Supports European Commission for Youth Employment How Can We Learn From It ? By Olive Liao As many of you may know, according to survey, actually there are around half of the Starbucks baristas and employees are teens under the age of 24. For this young age group, one of the most crucial career goal is to start finding either a full time entry level job at the marketplace. With a Starbucks commitment in assisting and training youths for them to be better employed, it is now in partnership with the European Commission to cohost the European Vocational Skills Week to inspire individuals to discover, use and improve their talents and abilities through vocational training. There are around 750 training events that are meant to provide the very essential skills that will better equip the youths with a higher competitiveness when searching a job. Starbucks is also lending its support for the event by providing details and increasing participation in its youth employment programs highlighted by an apprenticeship program in the UK and job preparedness initiative in France. As a hub of higher education in the United States, in BOSTON City, it is perceived to be a treasure trove of young professional and diverse talents. In fact, according to the data recored by the New England Information Office, BOSTON had the largest local employment gain. The Boston-Cambridge-Newton metropolitan division, which made up 67 percent of the workforce, gained 32,400 jobs from October 2015 to October 2016. Although BOSTON is already outpacing other cities when it comes to youth employment, we can still learn a ton by looking at the Starbucks Apprenticeship Program and the Starbucks Opportunity Youth Program. Launched in 2012, the Starbucks Apprenticeship Program is very fascinating and beneficial towards the youths as it offers young people an opportunity to learn about a retail management career and build the transferrable skills needed to further their individual goals. On the other hand, through the Opportunity Youth Program, Starbucks partners in France conduct events that offer guidance on creating resumes, building interview skills and determining future career goals. With Starbucks Opportunity Youth Program, Starbucks is going to some of the most hard-pressed communities in their major cities and providing an opportunity for young people to work and change their lives. I believe through providing these first jobs and life opportunities for young people is right at the heart of what Starbucks is always meant to be part of the humanity of our society. And I am confident that the partnership between European Commission and Starbuck will continue to grow and beef up to provide more career training programs for the younger generation in Europe. By looking at how Starbucks are helping youths in Europe through these two main programs and the European Vocational Skills Week, BOSTON, as the best city in terms of youths employment, might still have a lot to learn.