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Starbucks: 10 exec playbooks, 13% engagement at launch

Starbucks needed its executives to carry its reinvention story, and most of them weren’t posting. Public Affairs brought us in to build the system: one editorial platform and 10 custom LinkedIn playbooks, one per executive.

Client

Starbucks Public Affairs

Role

Content Marketing, Executive Thought Leadership

Content Marketing

Demand Gen

Key Takeaway

Each executive who posted was pulling the reinvention story a different way. The story needed the same priorities from every voice, so we built the shared platform before the posts: one editorial framework, 10 playbooks and a repeatable process. At launch the program averaged a 13% LinkedIn engagement rate.

Context

Most executives weren’t posting.

As Starbucks accelerated its reinvention strategy, Public Affairs wanted executive storytelling to carry it. No structure was in place. Most executives didn’t post, and the few who did reinforced different priorities.

Getting a diverse set of executives to post consistently, on one narrative, was an operating problem as much as a messaging one.

Approach

We designed the platform with Public Affairs.

One shared vision

With Public Affairs we set one vision for the program and tied every message, format and milestone to the reinvention plan and the stakeholder strategy.

One shared vision

With Public Affairs we set one vision for the program and tied every message, format and milestone to the reinvention plan and the stakeholder strategy.

One shared vision

With Public Affairs we set one vision for the program and tied every message, format and milestone to the reinvention plan and the stakeholder strategy.

Narrative architecture

Each executive kept a distinct voice that connected to one transformation message, from partner culture to digital growth.

Narrative architecture

Each executive kept a distinct voice that connected to one transformation message, from partner culture to digital growth.

Operating blueprint

We built the operations behind the posts: channel strategy, editorial workflows, collaboration models and governance.

Operating blueprint

We built the operations behind the posts: channel strategy, editorial workflows, collaboration models and governance.

Operating blueprint

We built the operations behind the posts: channel strategy, editorial workflows, collaboration models and governance.

Solution

10 playbooks, one per executive.

Executive playbooks

10 executive-specific playbooks, each turning one leader’s voice into pillars, formats and guidance their team could publish from.

Executive playbooks

10 executive-specific playbooks, each turning one leader’s voice into pillars, formats and guidance their team could publish from.

Executive playbooks

10 executive-specific playbooks, each turning one leader’s voice into pillars, formats and guidance their team could publish from.

Executive playbooks

10 executive-specific playbooks, each turning one leader’s voice into pillars, formats and guidance their team could publish from.

From idea to post

Every playbook came with an editorial calendar, a briefing workflow and a format mix, so an executive’s idea reached a post without a new process each time.

From idea to post

Every playbook came with an editorial calendar, a briefing workflow and a format mix, so an executive’s idea reached a post without a new process each time.

From idea to post

Every playbook came with an editorial calendar, a briefing workflow and a format mix, so an executive’s idea reached a post without a new process each time.

From idea to post

Every playbook came with an editorial calendar, a briefing workflow and a format mix, so an executive’s idea reached a post without a new process each time.