It really seems more complicated than it really is. Here is what I did.

1. Bought the starter pack from steam.
2. Installed the Steam app on my computer and launched it.
3. Open store tab and fiind STO and select the play now button.
4. When it began the install of STO, right click STO and pause download.
5. Right click STO again and select view cd key and copy.
6. log onto the STO website and select My Account
7. Select Redeem Key and enter key.
8. Log onto the game and claim the pack from the C-Store bundles tab.

You can then uninstall Steam from your computer afterwards though that is not the point of the promotion.