STARBUCKS STRATEGIC COMMUNICATION PLAN on Breastfeeding without Discrimination at all Locations in the

Catherine Kong, Julia Maludzinski, Josette Blackwood, Idan Dor TABLE OF CONTENTS

I. EXECUTIVE SUMMARY II. SITUATION ANALYSIS A. BACKGROUND B. PROBLEM C. CONCERNS D. POLITICAL IMPLICATIONS E. SWOT ANALYSIS F. NEXT STEPS III. GOAL IV. OBJECTIVE #1 : BREASTFEEDING MOTHERS A. STRATEGIES B. TACTICS C. EVALUATION V. OBJECTIVE #2 : ALL STARBUCKS EMPLOYEES (CORPORATE & FRONT-LINE) A. STRATEGIES B. TACTICS C. EVALUATION VI. OBJECTIVE #3 : FRONT-LINE EMPLOYEES A. STRATEGIES B. TACTICS C. EVALUATION VII. OBJECTIVE #4: STARBUCKS CUSTOMERS A. STRATEGIES B. TACTICS C. EVALUATION VIII. KEY MESSAGING IX. BUDGET & TIMELINE Executive Summary

Starbucks was founded in 1971 by three college friends: Gerald Baldwin, Gordon Bowker and Zev Siegl. In its early days, the company specialized in importing and roasting , and selling coffee beans to local restaurants. Years later, former sales rep Howard Shultz saw great potential for the brand, and along with a group of investors he purchased the company in 1987. Shultz rebranded Starbucks with a vision to mimic Italian café culture and create an inviting place for customers to gather. Under his direction, Starbucks has since grown, and today has become one of the most well-loved and widely-recognized coffeehouse chains in the world.

Since the beginning, Starbucks has cultivated a unique corporate culture. With a practice of putting employees first, they have an extensive training program that ensures all staff step on the floor feeling engaged and prepared. Customers come a close second, and Starbucks strives to “develop enthusiastically satisfied customers all the time.” This commitment to employee and customer relations has been integral to Starbucks’ success.

This communications plan has been developed in reaction to a case that threatened to destroy this culture and disrupt business processes across the company. The case in question was a “nurse-in,” staged at a Starbucks in protest of alleged discrimination against breastfeeding mothers. The protest was a response to an earlier incident where a mother was asked by a Starbucks employee to either cover up or move to the bathroom when breastfeeding her daughter. This action took place after the employee received several complaints from customers.

Research revealed that the law in Maryland and across the United States supports a woman’s right to breastfeed in public; therefore, the focus of this plan will be to introduce the company-wide policy that allows mothers to breastfeed without discrimination in all American Starbucks locations. The plan will be structured in a way that upholds Starbucks’ commitment to both employee and customer satisfaction. This will be achieved through four objectives, that separately target the needs of breastfeeding mothers, company employees and Starbucks customers.

Initially, the tactics will seek to obtain approval by breastfeeding activists. The next steps will be to introduce the policy to Starbucks employees, and ensure they are fully-trained on how to follow the new procedures. Finally, it will be necessary to communicate and bring awareness of the changes to Starbucks customers.

With a proposed budget of $584,000, the timeline for the plan is as follows: it is proposed that breastfeeding activists will support the new policy, at which point the changes will officially take effect company-wide in November 2017. The aim is to ensure that the policy is understood by employees by September 2017, with full compliance among front-line employees by December 2017. This will allow employees to confidently communicate the policy to Starbucks customers when it is implemented, as mentioned, in November 2017.

Situation Analysis

Situation Background

On August 4, 2004, a group of over 100 mothers, fathers and children, congregated at a Maryland Starbucks to stage a “nurse-in” protest. The protest was led by Lorig Charkoudian, and was the result of an incident that had occurred at the very same Starbucks location a month prior. Following several customer complaints, a Starbucks employee had asked Lorig, a customer herself, to either cover up or relocate to the bathroom while breastfeeding her 15-month-old daughter.

Problem

First, it is important to note that there were at least three parties involved in the incident:

• Lorig, the breastfeeding mother. • The customers who complained about witnessing Lorig breastfeeding. • The Starbucks employee who intervened.

The problem faced by Starbucks is that of which demographic to satisfy.

Concerns to Address

According to Starbucks’ corporate culture “employees clearly come first.” In the case of the breastfeeding incident, the Starbucks employee was forced into speaking on behalf of the complaining customers. It remains undetermined if the employee was uncomfortable having to undertake this action. However, what is certain is that the lack of company policy related to breastfeeding inside the store left the employee unprepared to respond. The lack of training regarding how to officially respond to these types of incidents ignores the needs of Starbucks’ most “important” demographic.

Another concern is one of Starbucks’ guiding principles, which indicates that no customer should ever have a “bad experience” in the store. The difficulty in this case is determining which customer experience takes precedent: Lorig’s or that of the complaining customers. It is impossible for Starbucks to satisfy both demographics. Therefore, it is necessary for the company to make a decision: draft policy to address the alleged discrimination against breastfeeding or choose to protect the views of those made uncomfortable by it.

Political Implications

In May 2003, over a year before the incident in the Starbucks store occurred, Maryland passed an Act that allows women to breastfeed their children in public. According to the Act:

• A woman may breastfeed her child in any public or private location. • No one can interfere with a woman’s right to breastfeed her child wherever she chooses.

In addition to this, several other states have legislation pertaining to a woman’s right to breastfeed. Although the state laws differentiate in certain elements, such as the degree of exposure of the woman’s breast, the underlying argument is that it is unlawful to discriminate against a breastfeeding mother.

As a result, the best course of action is for Starbucks to respond by drafting a policy in support of breastfeeding at American Starbucks locations. Above all, Starbucks must operate under the law, and the law dictates that women have the choice of where to breastfeed their children, whether that be in private or in a coffee shop.

SWOT Analysis

Strengths: Starbucks is a well-known brand, that has an otherwise good reputation. Although the incident was damaging, it is unlikely that it had any lasting repercussions on the company’s success. The incident also brought light to an emerging problem, giving Starbucks the opportunity to intervene before the issue reached the crisis stage. The fact that Starbucks is also known as a “progressive, even liberal” company, means that the response of creating such a policy will come as no surprise to many. Since the policy is in line with corporate culture, there is a better chance that it will be well received by both employees and customers.

Weaknesses: By implementing a completely new policy, it will be necessary to re-train all employees. This process could prove to be lengthy and costly, and would take away from time otherwise spent on workplace duties that drive business. It will also be difficult to implement a company-wide policy in a company that operates in different states, given the fact that the laws related to breastfeeding differ from state to state.

Opportunities: Although this is the result of an unfortunate incident, it is an opportunity for Starbucks to become an industry leader. They will do so by becoming one of the first restaurant chains to implement an official breastfeeding policy. A similar incident at a McDonald’s received no follow up from the company. Likewise, a situation at a Burger King only resulted in a lacklustre response, asking complaining customers to simply move somewhere else. Starbucks will be the first to bring credible attention to the issue.

Threats: As with any provocative issue, there will be those that oppose the policy. The risk is that the demographic of “complaining customers” could stage a boycott against Starbucks and their blatant support of such a controversial practice. Evidence exists to support this theory, as there was already backlash after the “nurse-in” protest. A customer claimed that the event was a severe “overreaction,” therefore Starbucks’ new policy could also be viewed in a similar manner. There is also a risk that after implementing the policy, breastfeeding advocates might still remain unsatisfied.

Next Steps

Taking all of this into account, the next steps are to create objectives that will allow mothers to breastfeed their children, without discrimination. It will be necessary to draft a communications plan that implements the company-wide policy in support of breastfeeding in Starbucks stores. It will be important to do so keeping in mind the needs of company employees and other customers as well. The objective and corresponding tactics will need to address how to educate employees on the logistics of the policy, including how they will communicate the new policy to Starbucks’ customers. GOAL: Implement a Starbucks-wide policy that would allow mothers to breastfeed their children without discrimination at any Starbucks location in the United States by November 2017.

Breastfeeding Mothers Objective #1: Ninety per cent acceptance of new Starbucks’ breastfeeding policy by breastfeeding activists by November 2017.

Strategy: • Create an internal team dedicated to changing Starbucks’ breastfeeding policies including mothers and fathers on staff. • Consult with breastfeeding activist group during policy planning process. • Improve relationship with the breastfeeding activist group by developing a Mother’s Day campaign during the month of May 2017 to show appreciation for mothers (breastfeeding or not) before policy changes take effect in November.

Tactics: • Select representatives from the communications, operations and legal teams to form a team of 10 staff members. - Team will meet periodically to discuss policy implementation and share feedback received from the breastfeeding activist group and other research. - The communications professionals within this team will carry out the tactics listed in the plan. • Contact breastfeeding activist group leader to arrange a consultation meeting to discuss details of new breastfeeding policy. - The Starbucks communication and legal team representatives and representatives from the activist group will discuss and finalize policy by May 2017. • Mother’s Day Campaign to celebrate mothers during the entire month of May at all American Starbucks locations in preparation for the policy implementation later in November. - Campaign will consist of special design products and free drinks for mothers and grandmothers who visit Starbucks with their children and grandchildren. - Starbucks communications team will plan and execute a plan to promote Mother’s Day campaign online and in print. - Team will design and arrange production of special Mother’s Day tumblers and mugs to be sold in stores. Evaluation: Acceptance of the Starbucks policy by the breastfeeding mothers activist group will be measured via following methods: • Face-to-face feedback from the breastfeeding activist group during consultation meetings. • Monitor the content and feedback on Starbucks’ social media channels and media coverage of Mother’s Day campaign. • Monitor activist group’s social media and other digital channels for feedback during Mother’s Day campaign in May and after policy implementation in November.

All Employees Objective #2: Ensure 90 per cent of employees understand new company policy by September 2017.

Strategy: • Develop on-site communication and training plan to inform corporate staff of new breastfeeding policies. • Develop in-person communication and training program for client-facing staff (i.e. baristas and cashiers.) • Use existing communication tools to reinforce the new breastfeeding policies.

Tactics: Corporate Employees • Update company intranet with information on new policy and a link to the video tutorial (the same video that will be provided to retail staff.) • Feature new breastfeeding policy as main topic for November company newsletter. • Provide employees with informational pamphlet with FAQs and general information regarding new policy. Front-line Employees • Create a video tutorial that explains the new policy and the importance of breastfeeding. The tutorial will also provide situational examples of how to deal with difficult/non-compliant customers that may arise from the new policy. - Link to video tutorial will be emailed to all retail managers. - Managers will send employees the link to the video and then have a team meeting to discuss new policy and to answer any questions. - Questions not addressed in video tutorial can be sent to an email address provided which the communications department will monitor and action on a daily basis from September to December 2017. After December 2017, the inbox will be monitored on a weekly basis. • Hand out information pamphlets containing FAQs and general information to staff. • Post information pamphlet on bulletin board in staff room.

Evaluation: • Corporate employee understanding of new policy will be measured via following means of evaluation: - Team meeting where employees will give feedback and ask questions Managers will relay feedback/questions to the communications team for evaluation. - According to the feedback provided, the communications team will create additional tactics if necessary to ensure complete understanding (i.e. town hall or a Lunch and Learn for each department.) • Front-line employee understanding of new policy will be measured via: - Feedback provided by retail management. - Type and number of questions received in the inbox. If there are numerous questions on a common topic, training materials (video tutorial and pamphlet will be modified accordingly. - Retail employees will be required to complete a short online quiz via SurveyMonkey by November 8, 2017. The link to the quiz will be emailed to store manager.

Front-line Employees Objective #3: Ninety per cent policy compliance among front-line Starbucks employees following new policy changes by December 2017.

Strategy: • Increase communication and evaluation tools in retail locations to aid front-line staff in advising customers of new policy. • Develop check-in procedures between managers and employees to ensure front-line staff are relaying correct key messages to customers (both regular interactions and escalations.)

Tactics: • Supply each Starbucks location with information pamphlets to provide to customer upon request. • Create a breastfeeding-friendly symbol to be used in American retail locations. - Symbol will be visible and adhered to glass window near entrance of each location. • Request all retail managers to supervise staff with extra care during early stages of policy implementation. - Have de-briefing team meetings end of shift as necessary for managers to provide feedback on compliance and best practices. - Communications team to send additional follow-up emails to retail managers on the status of compliance of new policy among front-line staff and customers. • Create an online assessment survey that front-line staff can access via smartphone. - Link for online assessment will be provided to all retail managers who will be responsible for sending the link to their staff and ensuring completion of assessment by December 1, 2017. - Assessment will be an anonymous survey with multiple choice questions based on situation examples and general information on the policy. - The survey will also have a section where employees can leave comments on certain questions and provide feedback regarding the new policy.

Evaluation: Policy compliance among retail staff will be measured via following means of evaluation: • Status check emails and observation feedback from store managers will determine if further training is required. • Results and comments from anonymous SurveyMonkey survey will be analyzed for level of compliance and if further training will be necessary.

Starbucks Customers Objective #4: Seventy per cent of Starbucks customers are aware of new breastfeeding policy at all American Starbucks retail locations by November 2017.

Strategy: • Elicit media coverage and publicity to inform the public about the new policy and its implementation.

Tactics: • Organize a press conference to take place on November 1, 2017. - Write up a press release and media advisory and send it on various newswire websites and directly to media contacts. - Invite the media, members of breastfeeding mothers activist group, other mother groups, Starbucks CEO and other influencers (such as regular or influential Starbucks customers who are for this new policy.) - Create media kit (speeches, FAQs, background of all parties involved, press release and media advisory.) • Update Starbucks website and social media pages to inform public about new policy taking effect by November 2017. - Draft up communications and post on different channels by November 1, 2017.

Evaluation: Customer awareness will be measured via following methods: • Monitor social media and traditional media for number of mentions and tone and content of discussions using tracking and listening tools such as Cision, Hootsuite and Google Analytics. • Monitor social media and Starbucks’ social media channels for any questions or concerns regarding the new policy. • Links to online surveys for customers will be available on Starbucks receipts from November to December. Participation in survey questions will enter customer into a draw for a prize ($100 Starbucks gift card available at every location to be drawn in December 2017.) • Promote survey on Starbucks website and social media. • Survey will include the following multiple choice questions: - Are you a mother? (yes/no) - Are you aware of the new Starbucks breastfeeding policy? (yes/no) If answered no, it will explain the new policy. - Do you feel this policy respects women’s rights to be able to breastfeed in public without discrimination? (yes/no) If not, why? (box to leave answer.) - Other comments (a box where survey participants can leave comments and feedback.) • Should more than 50 per cent of Starbucks customers participate in the survey, the results will be analyzed and further steps will be taken as necessary. Key Messaging

Target Public Catalyst Event Action Message Breastfeeding Following several Create an internal Starbucks takes a Mothers customer complaints, team that consults strong stance a Starbucks with the breastfeeding against employee asked activist group, discrimination customer Lorig working alongside towards Charkoudian to either them to create a breastfeeding cover up or relocate policy that welcomes mothers. to the bathroom while mothers who wish to breastfeeding her breastfeed their daughter. children. Front-line Starbucks Starbucks employee Supply informational At Starbucks, we Employees on the day of the pamphlets for front- entrust our front- incident was asked to line employees, in line employees with intervene by other addition to careful our business; we customers and asked supervision of want them to feel Lorig to breastfeed employees in the first confident and elsewhere. months after the empowered on the policy is implemented. floor. Corporate Starbucks Corporate employees Address the problem Starbucks is Employees are responsible for internally by updating committed to the employee training company intranet with employee program, and the information on new excellence; our breastfeeding incident policy and focus training program showed the front-line November newsletter ensures they are employee was not on the new company- educated on all provided with the right wide breastfeeding company policies information on how to policy. and fully prepared respond. to take on their roles.

Starbucks Customers Some customers Inform customers of Starbucks is were disturbed about Starbucks’ stance on dedicated to Lorig breastfeeding breastfeeding and the providing all our her child in store, they new policy through customers with an complained because media coverage and excellent there was no store publicity. experience; policy set in place. promising a safe and nondiscriminatory environment. Budget and Timeline

Objective Tactic Description Start Date End Date Cost Creation of Select representatives 01-01-17 05-01-17 $25,000 Internal 10 from the Objective #1 Member Team communications, operations and legal teams. Email Blast to Email breastfeeding 02-01-17 05-01-17 $10,000 Breastfeeding activist group leader to Activists arrange a consultation meeting. Mother's Day Campaign to celebrate 05-01-17 05-31-17 $100,000 Campaign mothers during the entire month of May. Face-to face feedback 01-01-17 05-31-17 $25,000 from the breastfeeding mothers activist group. Evaluation Social media 05-01-17 05-31-17 Internal (no monitoring. cost) Total: $160,000.00

Objective Tactic Description Start Date End Date Cost Update Company Update company intranet 05-01-17 05-01-17 $3,000 Intranet with information on new Objective #2 policy and a link to the video tutorial. Send Out Feature new policy as 11-01-17 11-31-17 $2,000 Company main topic for November Newsletter company newsletter. Create and Provide all employees with 05-01-17 11-01-17 $20,000 Distribute informational pamphlets. Informational Pamphlets Create Video Explains the new policy 05-01-17 05-01-17 $25,000 Tutorial and the importance of breastfeeding. Post Pamphlets Post information pamphlet 05-01-17 12-29-17 $1,000 on Bulletin Board on bulletin board in staff rooms. Management feedback, 05-01-17 12-29-17 $10,000 Evaluation special inbox for policy questions. Online survey. 05-01-17 11-08-17 Free tool (no cost) Total: $61,000.00

Objective Tactic Description Start Date End Date Cost Supply Starbucks Print and distribute 11-01-17 12-19-17 $50,000 Locations with pamphlets to all U.S. Objective #3 Pamphlets Starbucks locations. Creating Store-Front Create and distribute the 05-01-17 11-01-17 $10,000 Breastfeeding breastfeeding friendly Symbols symbol to be adhered to all storefronts. Extra Training and Follow up emails with 11-01-17 12-29-17 $40,000 Correspondence managers on status of with Retail policy compliance. Managers Online Assessment Create an online 05-31-17 12-01-17 $8,000 Survey assessment survey that front-line staff can access via smartphone. Feedback from 05-01-17 12-29-17 $10,000 Evaluation management. Analysis of data collected 12-01-17 12-29-17 $20,000 from survey. Total: $138,000.00

Objective Tactic Description Start End Date Cost Date Press Organize a press conference to 11-01-17 11-01-17 $50,000 Conference take place on November 1, 2017. Objective #4 Update Update Starbucks website and 05-01-17 11-01-17 $25,000 Starbucks social media pages to inform public Website about new policy taking effect by November 2017. Monitor media coverage and social 11-01-17 12-29-17 $150,000 Evaluation media using tools. Create online customer survey and analyze data collected. Total: $225,000.00