Starbucks
Extending the Brand Through Community Activation
Services
Industry
Consumer
Challenge
With a well-established global presence and iconic brick-and-mortar footprint, Starbucks has mastered the in-store experience. But as consumer behaviors shift, the brand recognizes it needs to meet customers beyond the café to create more personal, localized connections that extend its warmth and energy into the real world.
Goal: To design meaningful, on-the-ground experiences that deepen engagement, spark trial, and align seamlessly with national marketing moments.
Approach
Extended the Starbucks brand beyond its cafés and into the community by designing and leading a regionally targeted experiential marketing strategy across Washington, D.C., Maryland, and Virginia, bringing the brand directly to where people live, gather, and celebrate.
Placed Starbucks at the heart of high-traffic lifestyle events, intentionally meeting customers in moments of joy, connection, and seasonality, when they were most open to discovery. From Boo at the Zoo at the Smithsonian National Zoo to holiday tree lightings and cultural festivals, each activation was chosen to reflect the values and rhythms of the local community.
Built strategic partnerships with regional organizations to amplify Starbucks’ visibility and credibility, while tailored event programs aligned with national seasonal campaigns from the fall debut of the Pumpkin Spice Latte to the winter warmth of Peppermint Hot Chocolate.
Trained and led field teams to manage setup, audience interaction, and brand delivery, ensuring each activation felt intentional, on-brand, and memorable. The result was not just a sampling opportunity, but a real-world story customers could step into.
Impact
Executed hundreds of targeted promotional activations across the region.
Drove increased product trial and sustained customer engagement.
Generated qualified leads and supported direct sales growth.
This work continued to build a long-standing relationship with Starbucks and its customers based on trust, consistency, and measurable results.
