Controlling the Message
With stores around the globe, Starbucks is the premier roaster and retailer of specialty coffee in the world. After a tragedy took place at one of its DC stores, BWF worked with the media from the moment the story became public, providing continuous updates on what was happening with the store and what Starbucks was doing to assist in the investigation.
Situation: Starbucks Coffee Corporation hired BWF to manage all public relations and marketing efforts in DC, MD, and VA. Approximately three years into our relationship with the coffee mogul, three employees of a Starbucks coffee store near Georgetown (D.C.) were found brutally slain inside the store, sending shock waves through the community. Not only was this situation a tragedy, but it was also the first triple homicide to take place in a Starbucks location anywhere in the country.
Objectives: Starbucks Coffee is a company that cares deeply about its employees, so BWF’s efforts were not only to protect the brand image, but also to assist the families of the slain Starbucks employees.
Process: BWF worked with the media from the moment the story became public, providing continuous updates on what was happening with the store and what Starbucks was doing to assist in the investigation. After attending the memorial services and funerals for the slain employees, BWF also organized a company-wide memorial service at nearby Georgetown University for over 1,000 local Starbucks employees. Immediately after the memorial service, Starbucks CEO Howard Schultz hosted a press conference to announce that the Georgetown Store would be remodeled with a memorial inside to honor the victims. Additionally, a portion of all profits from that Starbucks location would be donated to anti-violence and victims’ rights charities. After the investigation went cold, BWF reached out to Americas Most Wanted, which featured the crime on national TV show, ultimately helping to solve the crime. There was significant media coverage of not only the murders and the subsequent investigation, but also of the efforts Starbucks took to assist the affected families and the community.
Results: When the store reopened almost a year after the crime, the community rallied around Starbucks for its commitment to Georgetown. The store continues to thrive to this day, more than a decade after the murders took place.
