Summary
The Starbucks College Achievement Plan (SCAP) allows eligible partners to earn a bachelor’s degree through Arizona State University. I developed a multi-touchpoint video lead conversion campaign to increase partner awareness and drive enrollment in SCAP. The campaign utilized video and email strategies to nurture partners through the enrollment process, resulting in a 65% email open rate and significant partner engagement.
Project Overview
The Starbucks College Achievement Plan (SCAP) allows Starbucks partners to earn an online bachelor’s degree through Arizona State University. To help meet SCAP’s goal of graduating 25,000 partners by 2025, we launched a video lead conversion campaign. This multi-touchpoint strategy used video and email nurture sequences to increase engagement, drive awareness, and encourage enrollment.
Opportunity
Starbucks required a digital solution that would effectively educate partners about the SCAP program and guide them through the enrollment process. The challenge was to create an engaging experience that would keep partners informed and lead them to take action. The goal was to drive both awareness and participation through a comprehensive, informative digital campaign.
Solution
We created a robust, three-month video lead conversion campaign featuring multiple email and SMS touchpoints to keep Starbucks partners engaged. The emails were tailored to different partner profiles and included personalized video content to walk partners through the enrollment process. By using video, SMS, and email, we ensured partners received all necessary information to encourage sign-ups.
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Impact
The Starbucks College Achievement Plan video lead conversion campaign achieved impressive results:
- A 65% open rate on the initial SCAP welcome email.
- A record number of appointments with ASU enrollment counselors within two weeks of the campaign’s launch.
- Over 700 Starbucks partners enrolled and graduated, bringing Starbucks closer to its 2025 SCAP goal.
This campaign demonstrates the power of a well-executed video lead conversion strategy. Combining email marketing with engaging video content drove real results, increasing participation and ultimately helping Starbucks partners advance their education.
Check out more examples of our work on our Portfolio page.
Links
Media
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Starbucks- Video Lead Conversion Campaign Video Clip
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Starbucks- Video Lead Conversion Campaign Email Template
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Starbucks- Video Lead Conversion Campaign Website
