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"The Hunt" proposal for Good Eggs LA. The Hunt is an interactive marketing campaign that will operate in a similar manner as an “Easter Egg Hunt”. Instead of searching for candy, however, customers will search for coupon-containing, oversized eggs bearing the Good Eggs logo. Individuals who locate the eggs can break them open to redeem coupons for discounted orders or even free groceries. These special eggs will be dispersed throughout public spaces within the city of Los Angeles. Social media will play a vital role in this event and will be used to promote the campaign, encourage audiences to participate, and to provide location hints.
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The Huntfor
The Hunt is not your normal marke/ng campaign.
The Hunt is different.
The Hunt is exci/ng, engaging, and interac/ve.
The Hunt is on…
The Hunt
The Hunt
The Hunt is an interac/ve marke/ng campaign that will operate in a similar manner as an “Easter Egg Hunt”. Instead of searching for candy, however, customers will search for coupon-‐containing, oversized eggs bearing the Good Eggs logo. !Individuals who locate the eggs can break them open to redeem coupons for discounted orders or even free groceries. !These special eggs will be dispersed throughout public spaces within the city of Los Angeles. Social media will play a vital role in this event and will be used to promote the campaign, encourage audiences to par/cipate, and to provide loca/on hints. !
What is The Hunt?
The Hunt
What are the benefits?
The Good Eggs brand will be promoted as a crea/ve, community based company that embraces innova/on as a means to market and promotes its services. Instead of hard-‐selling to its customers, Good Eggs uses authen/c engagement to generate sales and increase reten/on.
Brand awareness will increase via word-‐of-‐mouth and social-‐media “buzz”... exis/ng customers will get excited and inspired by the campaign, they will share it with others.
Brand loyalty will increase.
New customers will be created via serendipity—as they literally stumble upon the eggs—and through exposure to enthusias/c exis/ng customers.
Good Eggs will be credited with: making people excited and happy, geNng people outdoors to explore the city, being a very cool company that people want to support and follow.
The Hunt
How will it work?
Customer segments will used to iden/fy appropriate public spaces for The Hunt. The spaces should engage customers in culture or explora/on and should be readily accessible by Metro, bike and/or car. !Special “Eggs” will be distributed during non-‐peak hours. This will allow for a discrete drop offs. Photographs will be taken of the loca/on and used along with clever copy to provide hints and encourage par/cipa/on. The photographs/copy will be posted to social media channels. !Each “Egg” will contain a unique coupon code for tracking purposes. The coupons should expire within a 1-‐2 week period. This will allow us to monitor which “Eggs” have been found, and which ones need more hints before being discovered. !Customers will be asked to post their adventures, their discoveries, and use a custom hashtag (#GoodEggsHunt) during the process. This will generate more reach and a cohesive media database of The Hunt. !!
The Hunt
What will the Eggs look like?
crack me open!
Eggs will be approximately
9” x 6.5”
Eggs will have the Good Eggs logo clearly displayed,
and a call-‐to-‐ac/on.
Eggs could be white/cream colored for brand con/nuity.
-‐ or -‐ Eggs could be
variety of brighter, eye-‐catching colors.
! Pa\erns/Prints
should be avoided as to escape any
Easter Connota/ons.
The Hunt
Where will The Hunt take place?
The Hunt will occur throughout a variety of public spaces in Los Angeles. To ensure that every customer segment has equal exposure to The Hunt, several categories of place will be targeted: !!Parks • Elysian Park • Griffith Park • Palisades Park • LA River Bike Path • Runyon Canyon !!
!
Public Spaces • Beach and Boardwalk • Sidewalks and Staircases • Farmers Markets • Libraries !!!
Cultural Centers • LACMA/Museum Row • MoCA/Disney Concert Hall • Natural History Museum
The Hunt
How can we measure results?
Analy/cs will be used to monitor several KPIs during the campaign. These will be compared to normal metrics to evaluate the campaigns effec/veness. !Business KPIs • New User Acquisi/ons • Returning Customers • Conversions • Return on Investment !!
Vanity KPIs • Instagram Likes • Re-‐Tweets • Facebook Shares
The Hunt
What will it take?
Commitment to running a 4 week campaign. !Administra/ve access to analy/cs. !Administra/ve access to organic channels: Instagram, Twi\er and FaceBook. !Compensa/on for /me spent on campaign. !Compensa/on for any mileage accrued. !Compensa/on for materials. !
The Hunt
Good Eggs is a digital marketplace that connects customers with the best local farms and foodmakers. Shoppers order online, and farm fresh groceries are delivered directly to their front door. Good Eggs is driven by its mission to grow and sustain local food systems worldwide.
Personality Values Definition Promise
Good Eggs is like your favorite vendor at the local farmers market. They put a smile on your face and are always.. !Friendly & Familiar !Making a Positive Impact !Creating a sense of community !!
!Social and Environmental Responsibility !Supports Local Economy !Fair Wages Safe Workplace !Quality, Trustworthy, & Healthy !
An online farmers market that delivers fresh food to your front door.
To provide our customers with the highest quality, fresh, local food available.
The Hunt
Brand Brief Understanding the Good Eggs Brand
Empathy Map
Think & Feel? Hear?
See? Say & Do?
News stories about GMOs and impending environmental issues - WholeFoods is too corporate - Other parents send their kids to school with healthy snacks - Did you know peaches are in season?
Travel - Exercise - Host dinner parties - Cook at home - Instagram their lifestyle - Work for creative or cause oriented companies, or aspire to - Volunteer - Watch Ted Talks & listen to Podcasts - Have conversations about social/political issues
Images of great food and meals on Instagram - The impact of impact of consumerism on the environment - Processed and pre-packaged food is everywhere but fresh food is hard to find
Health conscious - Concerned about environmental issues - Politically/culturally informed - Nature oriented - Want to create a better future - Appreciate art, design, & style.
Gain?Pain?Price Point: buying local and organic food is expensive - Time: with their busy schedule, they don’t have time to go to the farmer’s market.
The best local food, guaranteed or your money back. Selection is carefully curated and conveniently delivered to your front door.
Understanding the Good Eggs Customer
The Hunt
Broad Customer Segment
Male and Female 25-65 Years Old Educated Optimistic/Altruistic Professional/Creative Environmentalist Socially Conscious Inspired by Nature Influencer Early Adopter Community Oriented Outdoorsy/Adventurous Exercises Rides a bike Technologically Adept !!
The Hunt
Outdoorsy Socially Conscious Young & Hip
20’s - 40’s Rides a bike. Hikes. Gardens. Up for a full-day adventure. Enjoys camping and trips to the beach. !!
!!20’s - 60’s Culturally/Politically informed. Reads. Attends cultural events. Visits museums. Concerned about environment, the world, and the future.
20’s-30’s Hipster. Artist or Creative Type. Trendsetter. Technology driven. Rides a bike. Takes Metro. Explores the city. !!!
The Hunt
Defined Customer Segments Understanding the types of Good Eggs Customer