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Work for this globally recognized and much respected company brand has included preparing its yearly submission for the Fortune 100 Best Companies to Work For, to tell the story of the company in a unique and engaging way. Each year, Starbucks moved higher on that prestigious list.
Communication tasks include:
- Strategy and consulting to Starbucks to determine approach, key themes, design elements and work plan each year
- Assessment of the previous year’s Trust Index results and comparison against other Top 100 companies (the Trust Index is part of each year’s application process; it is a random questionnaire mailed to employees at every company that submits an application for the Best Companies list)
- Strategy for developing unique collateral material and packaging of the submission
- Determining the story outline to answer the open-ended questions in Fortune’s Culture Audit, which is part of the annual submission
- Interviewing Starbucks executives and employees internationally to tell the Starbucks story and answer the Culture Audit questions
- Total copywriting
- Review and edit of client-provided application components
- General layout and design
- Design coordination and oversight
Communication collateral include:
- Designed and bound Culture Audit
- Word version of Culture Audit on compact disc
- Complementary designed labels for CD, DVD and video cassette
- Complementary designed ancillary items, such as gift tags to attached to Starbucks products for submission with entry
- Unique packaging, in complementary design theme, to hold the submission’s various collateral items
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