Starbucks Renovation Campaign

Theme Conceptualization:
"The New Starbucks Experience" was envisioned as more than just a renovation—it was a celebration of a renewed space that combined the comfort and familiarity of Starbucks with the vibrant energy of Georgia Gwinnett College.

In the summer of 2022, Georgia Gwinnett College underwent a dynamic transformation of its campus Starbucks, Kilby spearheaded all creative marketing campaigns to videography, ensuring a seamless blend of Starbucks' iconic brand and alignment with revenue and sales goals.

Marketing Materials:
To bring "The New Starbucks Experience" to life, a variety of marketing materials were developed, including:

  • Graphic Designs: Eye-catching posters, banners, email campaigns, and digital displays were created to bring renovation awareness across the campus. These materials featured the new design elements, promotional offers, and the grand reopening date, all in line with Starbucks' brand guidelines and corporate approval.

  • Videos: Engaging videos were produced to showcase the renovation process, highlight key features of the new space, and build anticipation for the grand reopening. These videos were tailored for social media platforms, GGC’s website, and on-campus screens.

  • Social Media Content: A comprehensive social media campaign was launched, including teaser posts, countdowns, behind-the-scenes footage, and interactive content to engage the campus community. Custom hashtags and geotags were used to track engagement and encourage participation.

Distribution Strategy:
The distribution strategy for "The New Starbucks Experience" was multi-faceted, targeting both digital and physical touchpoints:

  • On-Campus Distribution: Large posters and banners were strategically placed in high-traffic areas, such as student lounges, libraries, and dining halls. Flyers and promotional materials were also distributed during campus events leading up to the reopening.

  • Digital Outreach: The campaign leveraged GGC’s digital platforms, including email newsletters, the college website, and social media channels.

Post-Opening Promotions and Collateral for "The New Starbucks Experience"

Promotional Collateral:
Following the grand reopening, the focus shifted to sustaining excitement and driving ongoing engagement with the new Starbucks location. To achieve this, a series of custom marketing materials were developed, including:

  • Event Flyers and Posters: Branded flyers and posters were designed to promote in-house events and special offers. These were strategically placed around campus to keep students and staff informed of upcoming activities and promotions.

  • GGC Starbucks Specialty Drinks: To further personalize the Starbucks experience, a custom drink menu was introduced, featuring "GGC Creations"—unique beverages crafted by students and barista.