Starbucks aims to engage consumers, partners, and stakeholders in a more meaningful way through multiple communication channels during the holiday season. The goals are to drive more traffic into stores for their special holiday drinks and experience, as well as to create a child-like joy and spark through the holiday experience. Starbucks will leverage their 25th anniversary of their Christmas blend, red cup launch day, global presence, in-store activation, influencer network, and potential CPG tie-ins to achieve these goals over five weeks of holiday wishes engagement.

1. Starbucks
A Holiday (Christmas) for the Senses

2. Our Goals
• To engage consumers, partners and
other stakeholders
in a more meaningful way through
multiple communication channels
• To drive traffic into stores for that
special drink, familiar faces and
the Starbucks holiday experience
that is now woven into the
season’s culture
• To create a holiday experience that
sparks a child-like joy
2

3. Our Assets
25th Anniversary of
Christmas (holiday) blend
Red Cup Launch Day :
November 17th
www.mystarbucksidea.com
Global presence
with consumers
Over xxxx partners globally
In-store activation
Hands-on network
(RED) Partnership
Online/social media presence
Robust influencer list
(national and local)
Potential CPG tie-in in
specific global markets
3

4. Five Weeks of Wishes
Wish /wɪʃ/
1.to want; desire; long for
2.to desire (a person or thing) to be
3.to entertain wishes, favorably or otherwise
Synonyms:
1.CRAVE, DESIRE, WANT
4

5. My Holiday. My Wish. My Starbucks.
The holidays evokes the belief that anything is possible, all one
needs is a wish. This year, Starbucks will bring those wishes to
life by putting the holiday season into the hands of our
customers. In a move never done prior, we will ask our patrons
to engage at a level never seen before.
Not only will we chat with them about their favorite holiday
beverage, we will ask how they want to interact with us and
share how they see Starbucks in their community. As the
stories unfold, Starbucks will grant these wishes, spanning
from simple luxuries like a hot cup of coffee to growing to a
global movement of asking for and granting wishes.
5

6. Consumers Are In the Driver’s Seat
MSI.Com
Traditional Social media
advertising (Facebook,
Twitter)
Ngo’s Partners
Consumers
Mulit-culutral
media Influencers
National and In-store
local media experience
Crowd
Sourcing
6

7. A Starbucks Experience that Engages
All the Senses
Taste Smell Touch
Sight Sound
8

8. On Everyone’s Christmas Wish List
What do consumers want to see in their stockings from Starbucks
this holiday?
• Leverage crowdsourcing technology and launch a contest to design
the best holiday-themed gift card and offer cards globally from each
country selected
• Donate a percentage of the winning specially-
designed gift card filled to a specific local,
national or global charity
Themes:
My Starbucks wish My favorite place
My holiday memory My favorite things
9

9. Recommendations:
Nutro’s Path to
Reputation Recovery
June 15, 2009

10. Through Personal Action, Trust Hits the Bottom Line
Personal actions taken with trusted and distrusted companies
– +
77% 91%
Refused to buy their products/services Chose to buy their products/services
72% 76%
Criticized them to a friend or colleague Recommended them to a friend or colleague
55%
Paid a premium for their products/services
34% 42%
Shared negative company opinions/experiences online Shared positive company opinions/experiences online
17% 26%
Sold shares Bought shares
11

11. Why Does Reputation Matter?
Creates
Builds a bank
demand and Softens
of goodwill
premium for barriers to
for turbulent
products and market entry
times
services
Nurtures and
Helps attract
Enhances grows
and retain
brand equity stakeholder
talent
trust
Eases
Leadership Builds critical governmenta
changes relationship l and NGO
capital interference
12

12. Nutro’s Guiding Principles for Reputation Recovery
Take a long term view: recovery requires endurance
Communicate consistently and transparently
Build a steady drumbeat of good news
Take control of the online conversation
Make your associates your reputation champions
Measure, measure, measure
13

13. Where Is Nutro Today?
Nutro has faced myriad challenges that have harmed brand perception among retailers,
consumers and associates
Supply
Acquisition Product shortages/
concerns recalls empty
shelves
Consumer Price Leadership
affairs.com increases changes
14

14. The Successful
Triangle Model
Consumers
Demo force
Product story Sales force

15. SHARED VALUE
SHARED VALUE
INTERDEPENDENCE
VALUES
PROFIT + PURPOSE
P RO F I TA BI L I TY & P RO D UCTI V I TY
ENGAGING OUR PEOPLE

16. Green Hills Software
Detailed Communications Plan
The Rise of a New Security Paradigm

17. Team
19

18. Edelman Team
Randy Pitzer
EVP/GM Technology & Bob Angus
President A&R Edelman
Business Marketing
Silicon Valley
Chicago
Ethan Rasiel
VP Technology
New York
Scott Goldberg
VP Technology & Business Jerry Griffin
TBD VP Corporate & Public Affairs
San Mateo Marketing
New York
Chicago
Alyson Moses Lauren Berg
Account Supervisor Senior Account Executive
Chicago Chicago
Jerilan Greene
Casey Penney Sarah Reaves Cheryl Cook EVP Employee Change &
US Digital Design Media Relations
Employee Engagement
New York Chicago Chicago
Chicago
20

19. Budget
21

20. Budget
Phase 1 – First 30-45 Days Phase 3 – 60 Days and Beyond
Master Narrative & messaging $15,000 Media Relations $15,000/monthly
PR & marketing collateral design & production $20-30,000 Thought Leadership (media )* $5,000/monthly
INTEGRITY Website design & production $30-50,000 Brand Building (media & blogger engagement)* $5,000/monthly
Public relations & analylst relations; tours $25,000 Business Development* $5,000/monthly
Sub-Total $90-120,000/one-time Sub-total $30,000/monthly
Phase 2 – 30-60 Days Other Considerations
Marketing integration/support $5,000 International engagement per market* $15,000/month starting with Phase 2
Launch events (2, including web support) $25,000 Measurement & reporting $TBD
Evening network events (2) $10,000 Recalibration of story $5,000/on time charge
Media relations $20,000
Broadcast media blow out $20,000
Sub-total $80,000/one-time
*Special projects such as salons, global entertainment and conference sponsorships, “Hollywood Hills”, branded online video c hannel, business development newsletter, etc. to be priced separately as projects.
(Also, expenses charged separately such as travel, meeting costs, etc.; print run of collateral TBD and is separate.)
22

21. Edelman In Brief
23

22. Recognized for Excellence
Largest
2007 A-List Agency Agency
Large Agency PR
Agency for New
Place to Work Independent of the Year of the Year
Product Launches
Holmes Report PR Week &
PR Agency Agency Executive of the
PR Week Holmes Report Year Ad Age
Richard Edelman – Agency Executive of the Year
24

23. Abu Dhabi: The right chemistry for your business mix
Presentation SubTitle
Date
x x 1
xx xx CO
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x x 5 4 x 11 7 x x
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30. The Right Chemistry
Management
Environment Globalization
Synergy
Safety
Expansion
Comfort Growth
Distribution Profitability Increase
Diversity
Development
Trust
Bond for success
Investment
Quality
Excellence Capacity
Connection
The correct elements + bonds for success = the right chemistry for your business mix
32

31. Here’s to
The Goodlife™
Pet Video
Contest
Program Recap

32. Title Text Title Text Title Text
Title Text Title Text
• Bullet
• Bullet
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• Bullet
34

33. Divider Slide Title
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34. Chart Showing Color Palette
100
90
80
70
East
60
West
50 North
south
40
more
30
20
10
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
36

35. Divider Slide Title
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36. Color Pallet – comic sans for graphics
ABCDEFG
38

37. Divider Slide Title
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38. Divider Slide Title
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39. Divider Slide Title
Divider Slide Title
Divider Slide Subtitle

40. Fresh Thinking on
Corporate
Communications
Introducing Zeno Group’s
Corporate Practice Capabilities
1

41. Zeno at a Glance
• Nimble, fast, independent
• Five North American offices, 80+ people, one P&L
– Chicago, New York, Los Angeles, Washington D.C., Toronto
• Full-service communications offering
– From internal audiences to all external stakeholder groups
– Multiple channels: earned and paid media, social media engagement
• Big agency thinking in a smaller environment
• Highly involved senior staff
• Invested in client partnerships
• Drawing upon on strategic & intellectual rigor of our parent
Daniel J. Edelman Inc.
2

42. Zeno at a Glance
• Nimble, fast, independent
• Five North American offices, 80+ people, one P&L
– Chicago, New York, Los Angeles, Washington D.C., Toronto
• Full-service communications offering
– From internal audiences to all external stakeholder groups
– Multiple channels: earned and paid media, social media engagement
• Big agency thinking in a smaller environment
• Highly involved senior staff
• Invested in client partnerships
• Drawing upon on strategic & intellectual rigor of our parent
Daniel J. Edelman Inc.
3

43. The Zeno Group Mission
Helping clients make the most of the
new realities of audience engagement
and the evolving role of PR.
4

44. The Zeno Group Mission
Helping clients make the most of the
new realities of audience engagement
and the evolving role of PR.
5

45. Drivers of Corporate Reputation
While product
Offers high quality products or services 68%
quality now is
Has transparent and honest business practices 67%
ranked highest as
Is a company I can trust 66%
a reputation
Treats employees well 63%
driver, other
Communicates frequently/honestly on state of business 58% demonstrated
Prices its brands fairly and competitively 52% “trusted business”
Is a good corporate citizen 50% behaviors and
Is an innovator of new products, services or ideas 45% engagement
Has highly-regarded and widely admired top leadership 39% score high as well.
Delivers consistent financial returns to investors 38%
6

46. Drivers of Corporate Reputation
While product
Offers high quality products or services 68%
quality now is
Has transparent and honest business practices 67%
ranked highest as
Is a company I can trust 66%
a reputation
Treats employees well 63%
driver, other
Communicates frequently/honestly on state of business 58% demonstrated
Prices its brands fairly and competitively 52% “trusted business”
Is a good corporate citizen 50% behaviors and
Is an innovator of new products, services or ideas 45% engagement
Has highly-regarded and widely admired top leadership 39% score high as well.
Delivers consistent financial returns to investors 38%
7

47. Section Break
Section Break
8

48. Fresh Thinking on
Corporate Communications
Introducing Zeno Group’s Corporate Practice Capabilities
9

49. Zeno at a Glance
• Nimble, fast, independent
• Five North American offices, 80+ people, one P&L
– Chicago, New York, Los Angeles, Washington D.C., Toronto
• Full-service communications offering
– From internal audiences to all external stakeholder groups
– Multiple channels: earned and paid media, social media engagement
• Big agency thinking in a smaller environment
• Highly involved senior staff
• Invested in client partnerships
• Drawing upon on strategic & intellectual rigor of our parent
Daniel J. Edelman Inc.
10

50. Zeno at a Glance
• Nimble, fast, independent
• Five North American offices, 80+ people, one P&L
– Chicago, New York, Los Angeles, Washington D.C., Toronto
• Full-service communications offering
– From internal audiences to all external stakeholder groups
– Multiple channels: earned and paid media, social media engagement
• Big agency thinking in a smaller environment
• Highly involved senior staff
• Invested in client partnerships
• Drawing upon on strategic & intellectual rigor of our parent
Daniel J. Edelman Inc.
11

51. Zeno at a Glance
• Nimble, fast, independent
• Five North American offices, 80+ people, one P&L
– Chicago, New York, Los Angeles, Washington D.C., Toronto
• Full-service communications offering
– From internal audiences to all external stakeholder groups
– Multiple channels: earned and paid media, social media engagement
• Big agency thinking in a smaller environment
• Highly involved senior staff
• Invested in client partnerships
• Drawing upon on strategic & intellectual rigor of our parent
Daniel J. Edelman Inc.
12

52. The Zeno Group Mission
Helping clients make the most of the
new realities of audience engagement
and the evolving role of PR.
13

53. The Zeno Group Mission
Helping clients make the most of the
new realities of audience engagement
and the evolving role of PR.
14

54. The Zeno Group Mission
Helping clients make the most of the
new realities of audience engagement
and the evolving role of PR.
15

55. Drivers of Corporate Reputation
While product
quality now is
ranked highest as
Offers high quality products or services 68%
a reputation
Has transparent and honest business practices 67% driver, other
Is a company I can trust 66% demonstrated
Treats employees well 63% “trusted business”
Communicates frequently/honestly on state of business 58% behaviors and
Prices its brands fairly and competitively 52% engagement
Is a good corporate citizen 50% score high as well.
Is an innovator of new products, services or ideas 45%
Has highly-regarded and widely admired top leadership 39%
Delivers consistent financial returns to investors 38%
16

56. Drivers of Corporate Reputation
While product
quality now is
ranked highest as
Offers high quality products or services 68%
a reputation
Has transparent and honest business practices 67% driver, other
Is a company I can trust 66% demonstrated
Treats employees well 63% “trusted business”
Communicates frequently/honestly on state of business 58% behaviors and
Prices its brands fairly and competitively 52% engagement
Is a good corporate citizen 50% score high as well.
Is an innovator of new products, services or ideas 45%
Has highly-regarded and widely admired top leadership 39%
Delivers consistent financial returns to investors 38%
17

57. Drivers of Corporate Reputation
While product
quality now is
ranked highest as
Offers high quality products or services 68%
a reputation
Has transparent and honest business practices 67% driver, other
Is a company I can trust 66% demonstrated
Treats employees well 63% “trusted business”
Communicates frequently/honestly on state of business 58% behaviors and
Prices its brands fairly and competitively 52% engagement
Is a good corporate citizen 50% score high as well.
Is an innovator of new products, services or ideas 45%
Has highly-regarded and widely admired top leadership 39%
Delivers consistent financial returns to investors 38%
18

58. Section Break
Section Break
19

59. Section Break
Section Break
20

60. Section Break
Section Break
21

61. A Comprehensive Approach to
Reputation Enhancement
February 7, 2012
Strategic Intent

62. Introduction
Strategic Intent 2

63. Preface: The Role of Reputation Strategy
Communications Strategy
A predetermined set of actions designed to:
• Differentiate a company (brand) from competition
• In positive and personally relevant ways
• To key target (external) audiences
Begins with a disciplined process to determine existing perceptions
held by stakeholders who represent the source of current and future business.
Investment Company
• Current investors and future prospects
Leasing and Management Company
• Current and future prospects
• Current and future brokers
Strategic Intent 3

64. Avila Creative, Inc.
Strategic Intent 12

65. Brand Development and Deployment
Phase 1 Phase 2 Phase 3 Phase 4
Discovery Brand values Brand Brand
and analysis and positioning personality execution
Strategic Intent 17

66. Orbit Media Studios
Strategic Intent 18

67. Orbit Media Studios
Full Life Cycle Approach
We begin by listening, making sure that we understand the challenges and
opportunities. Perhaps more than anything else, Orbit is known for our structured full
life-cycle web design process.
Discover Design Develop Deploy
Goals and strategy: Mood boards,web and HTML/CSS Launch, post launch
SEO research, user interface design development, testing and CMS
site map and and style guide programming, training
wireframes integration and testing
Evaluate
and grow
Strategic Intent 20

68. Recommended
Approach
Strategic Intent 28

69. Our Approach
Web Implementation
Orbit is a community of creative and friendly professionals, an award-winning team of
media specialists. Our focus is in providing the best possible interactive marketing
services. Web design projects often include search engine optimization,
content management, application development, ecommerce and analytics.
Discover Design Develop Deploy
With over 700 projects under its belt, Orbit Media Studios has designed sites for the
Golub, Logan Ventures and many other companies.
Strategic Intent 38

70. MONDAY, JANUARY 9TH, 2012
Welcome
2012 Kick Off

71. THEME OF OUR 2011 PLAN
Aspirational driven value creation
Foundation for explosive growth beyond 2011
Value driven definition of customer success
Collaborative leadership
Operational excellence
SAVO CONFIDENTIAL © 2011 2

72. 2011 GROWTH ACCOMPLISHMENTS
$14M
GROWTH
20% round of
financing
INCREASE
32% in bookings
revenue
GROWTH
SAVO CONFIDENTIAL © 2011 4

73. DRAMATICALLY INCREASED OUR TALENT
SAVO CONFIDENTIAL © 2011 5

74. INNOVATION
SAVO CONFIDENTIAL © 2011 8

75. NEW CUSTOMERS IN 2011
SAVO CONFIDENTIAL © 2011 9

76. SERVICE AWARDS
SAVO CONFIDENTIAL © 2011

77. “UMATTER!”
NOV–DEC MONTHLY WINNERS
Aaron Amber Andrea Bill Cameron Chris Deanna Eric
Lindstrom Aggarwal Lee Bryan Messier Morgan Spear Marcy
Gib Jeff Jennifer Jessica Joel Kelly Kelsey Lauren
Wallace Rinaldo Roderick Green Wallen Gaffney Scribner Amundson
Leah Lisa Liz Mallory Seth Steve Vytenis
Kaplan Reed Frankel Moran Goldstein Dalbke Silgalis
SAVO CONFIDENTIAL © 2011 18

78. 2012 STRATEGIC THEMES
MARK O’CONNELL

79. STRATEGIC THEMES
2012
SAVO CONFIDENTIAL © 2011 37

80. STRATEGIC THEMES
2012
SAVO CONFIDENTIAL © 2011 38

81. STRATEGIC THEMES
2012
SAVO CONFIDENTIAL © 2011 39

82. SAVO
2012
$41M
total bookings
$21M renewals
$7M services
$13M subscriptions
SAVO CONFIDENTIAL © 2011 58

83. SAVO
2015
90
Bookings ($ in millions)
80 87
70
60 65
50
40
41
30
29
20
24
10 16 18
9 13
0
2006 2007 2008 2009 2010 2011 2012 2013 2014
SAVO CONFIDENTIAL © 2011 59

84. SAVO
2012
Breakthrough innovation
SAVO CONFIDENTIAL © 2011 60

85. SAVO
2012
Inspired customer's
Breakthrough innovation
SAVO CONFIDENTIAL © 2011 61

86. SAVO
2012
Accelerated growth
Inspired customer's
Breakthrough innovation
SAVO CONFIDENTIAL © 2011 62

87. SAVO
2012
Intensified momentum
Accelerated growth
Inspired customer's
Breakthrough innovation
SAVO CONFIDENTIAL © 2011 63

88. SAVO
2012
Intensified momentum
Passionate employees
Accelerated growth
Inspired customer's
Breakthrough innovation
SAVO CONFIDENTIAL © 2011 64

89. SAVO
2012 Passionate employees
Intensified momentum
Accelerated growth
Inspired customer's
Breakthrough innovation
SAVO CONFIDENTIAL © 2011 65

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7