Challenge - Starbucks Coffee Company built a successful consumer brand with a retail presence around the world. Aiming to diversify its base, the coffee giant set its sights on the office coffee market. Starbucks turned to GA to develop a B2B direct response program that would help create awareness of its gourmet coffee and encourage companies to switch to Starbucks.

Solution - The campaign included telemarketing and direct mail to select decision makers in key industries, national print advertising and digital elevator ads in select markets. Built around focus group research, campaign messaging communicated the added value to employees and clients, and included a limited-time offer. GA incorporated creative testing and campaign tracking.

Outcome - The program allowed Starbucks to capture the names of thousands of new and existing customers, representing millions of dollars in revenue. The lead conversion rate resulted in a 3.14 return on investment (based on a conservative estimate of a six-month customer lifespan). In addition, the program reinforced Starbucks’ commitment to its sales channel – 85% of Starbucks Preferred Office Coffee Providers received leads from the program.