Client: New York University Final Marketing Project | Starbucks | Global coffee and beverage brand

Role: Developed an integrated marketing strategy designed to increase awareness and adoption of Starbucks Pickup locations, including audience segmentation, advertising concepts, promotional offers, experiential activations, and budget allocation.

Objective: Encourage existing Starbucks customers to shift toward Pickup locations by positioning the format as a convenient, fast, and rewarding part of their routine.

Approach: Identified key audience segments and built a multi-channel campaign combining public-transit advertising, in-app promotions, Pickup-exclusive drinks, limited-time offers, and experiential pop-ups, supported by a strategic campaign budget.