In 2004, Cone partnered with Starbucks Coffee Company to name and communicate Starbucks’ preferred supplier initiative for socially and environmentally responsible coffee buying. The Cone team renamed the supplier program Coffee and Farmer Equity (C.A.F.E) Practices. However as C.A.F.E Practices is only one aspect of Starbucks’ responsible coffee buying efforts, Cone suggested developing a comprehensive plan to help Starbucks share its overall coffee corporate social responsibility (CSR) commitments. Together, we created and executed a strategic communications plan to humanize and bring to life Starbucks’ coffee CSR efforts for multiple audiences, both internal and external. Following are some sample activities:
-
Positioning and Messaging: Cone created a comprehensive message guide to ensure consistent messaging—both internally and externally—about Starbucks’ commitment to socially and environmentally responsible coffee buying. The same messages were tailored to the individual needs of different stakeholder groups, including partners, consumers, nonprofits and other stakeholders. The guide serves as a foundation for all Starbucks coffee CSR communications.
-
Stakeholder Identification and Engagement: To strengthen and solidify Starbucks’ stakeholder relationships in coffee CSR, Cone conducted an extensive audit. After identifying Starbucks’ key stakeholders, including NGOs, academic, student and industry groups, Cone developed a strategic plan for more active engagement, and supported Starbucks’ outreach efforts with research and monitoring.
-
CSR Reporting: Cone reviewed the company’s priorities, objectives, policies and programs and identified key material issues for inclusion in the 2007 report through a materiality analysis. Cone then developed the report content for online and print versions, as well as designed the CSR Report Highlights brochure as a quick and easy read for consumers and store employees.
-
Employee Education: Cone conceptualized an employee ‘Partner Diplomats’ program, where partners at different levels in the organization are given the opportunity to visit Starbucks Farmer Support Center in Costa Rica to learn about Starbucks CSR practices. By providing partners with this unique experience, the program raises awareness, educates and engages employees in Starbucks’ coffee CSR efforts.
-
Media Monitoring and Reactive Media Mitigation: Cone conducted media monitoring in mainstream, college and university outlets for stories and opinion pieces dealing with social responsibility issues in purchasing coffee; and kept Starbucks apprised of risks and opportunities created by such articles.
