Mapping the remarkable; Julie Anixter & Amy King

Mapping theREMARKBLE

JULIE ANIXTER, CIOMaga Design Group

HOW TO CREATE

REMARKABLE?

REMARKABLE?

www.RebootPartners.com ©

©

Managing Innovation Today

REMARKABLE?

REMARKABLE?WORTH TALKING ABOUT

HOW DO YOUCREATE AN EXPERIENCE THAT CUSTOMERS TALK ABOUT?

VISUALIZE IT!COLLECTIVELY

(WHICH MEANS…)

VISUALIZE IT!SEE IT TOGETHER

SEE WHERE YOU FIT

CORE METAPHOR

COURAGEINNOVATION =

FAMILY

WWII VeteranPatton’s Army/Yankee Division

Landed on Normandy

WWII VeteranYankee Division/Patton’s

ArmyPurple Heart

CORE METAPHOR

VISUALIZE IT!COLLECTIVELY

EXACTLY HOW DO I PASSIONATELY CONVEYTHE POWER OF VISUALIZAITON WITH MY CLIENT ?

ILLUSTRATORS / GRAPHIC FACILITATION

“Everyones a Michelangelo”Tom Peters, In Search of Excellence

WHY MAPS / MAPPING ?

MAGA DESIGN GROUP

BRANDING

MESSAGIING

As the senior enlisted service members in the U.S. Military we spent much of our careers preparing, leading, and supporting the force – ensuring soldiers, marines, sailors, airmen, and coast guardsmen were ready and able to defend our freedoms. Now we’re teaming on the first National Veterans Job Fair & Festival on the National Mall. Please join us.

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FJ2 I'm unsure what "delivering" the force means. Perhaps we would be better served with a different description.Finch, 1/11/2011

BECAUSE IT’S TIME TO REALIZE

HIRING VETERANS IS SMART FOR BUSINESS

President Barack Obama

Current Stats

15%

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FJ1 I'm unsure what "delivering" the force means. Perhaps we would be better served with a different description.Finch, 1/11/2011

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FJ3 I'm unsure what "delivering" the force means. Perhaps we would be better served with a different description.Finch, 1/11/2011

The American Freedom Foundation

SCENARIO PLANNING

SCENARIOS

B

THE GAMIFICATION OF EVERYTHING

REPORTS: AFTER ACTION FOR HAITI

WE REDUCE 50 PAGE MANUALS…

TO ONE-PAGE GAMEBOARDS

RI Communications’ Welcome MailingRI Communications’ Welcome Mailing

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Entertainment Messages

Resort Message

Dining Tips

More Relevant Photos

Solved a Problem called CancellationsSolved a Problem called Cancellations

Park & Attraction Messages Ranked by Lifestage

Objectives:

Reduce cancellation rates

Via a Pre-Visit Direct Mail:

•Leverage guest data (lifestyle, •dining park preferences etc.)

•Data drives the content

•Guest preferences pulls in relevant content

•34,000 versions based on 1,000 content elements

Disney Case Study: Welcome Mailer

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©

REMARKABLE?

The Big Moo Integrated Direct Marketing can be a BOOK!

One of the ways to share your remarkable story is to put your own logo and note the

cover of The Big Moo.

here’s an example

What we’ve

LEARNED

Julie@magadesign.comwww.magadesign.com

WHY: TIMES CALL FORBOLDERMEASURES

WHO:REFRAMEWHAT WE DO

WHAT:INVENTORYSKILLS.EXPERIENCEPASSION.CONTACTS

HOW: TO BE

RELEVANT

Julie@magadesign.comwww.magadesign.com

Entertainment Case Study

59

Driving Results for Consumers, Businesses & Communities

WHY – The Forces at Work

Consumers Save• Consumers purchase Entertainment products

to spend less on things they love to do everyday

Businesses Grow• Merchants and advertising partners grow their

businesses, providing incentives to attract new and reward existing customers

Communities Benefit• Distribution partners raise funds or drive

revenue to meet their aggressive goals

$22BillionSaved

$75Billion

Generated

$2.5Billion

Donated

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Consumer Brand Equity Drives Win/Win Model

• High brand loyalty with mainstream consumers

• Ability to attract high value offers competitors

• Strong, sustainable competitive position

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WHY – Commitment

Entertainment YesterdayThe Default Brand for Entertainment is “The Book”.

.

WHO – The Default Brand

TraditionalPrint

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Entertainment TodayLeading consumer digital and traditional brand platform with the most recognized and sought-after discounts, coupon and promotions products.

.

TraditionalPrint

Card-BasedDigitalPrint

Digital

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WHO – Network

Massive Local Content NetworkHighlights

• 56% of local merchants in dining category

• Provide best-in-market offers

– 50% off or Buy-One-Get-One-Free)

– Loyalty (20% off ongoing) offers

• Local Merchants/Advertisers enhance offers through paid color placements & inclusions.

• 65% of new merchants signed for participation in the full Entertainment Promotion Network

• 80% merchant retention

Top Consumer Categories

• Auto• Casual Dine• Entertainment• Fast Casual• Fast Food• Fine Dine• Health & Beauty• Retail• Services• Sports &

Recreation• Travel

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WHO – Network

Extending Consumer Memberships TraDigitally

ANNUAL MEMBERSHIP BOOK

FINE DINING CARD(BOGOS)

BONUS CARDS($30 SAVINGS)

FREQUENT VALUESKEY TAG

HOTEL BUCKS($150 INSTANT SAVINGS)

ONLINE SAVINGS PORTAL

MOBILEDIRECTORY

MOBILEREDEMPTION

What - Inventory

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• Trusted Brand Relationships− Best-in-market offers from 800 of the most recognized regional brands

• Growing Stores/Doors− Over 60,000 locations− Valid at all participating locations in the markets they operate.

Growing Regional Brand Network

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What - Value

Hundreds of National Brands, Thousands of Locations

Best-in-Class Market Offers10% National Restaurant Brands

44% National Retail & Service Brands

46% National Travel & Leisure Partners

• 90% of national merchants signed for participation in the full Entertainment Promotion Network

• 83% merchant retention

• National brands reach millions of promotionally sensitive buyers

• National Brands enhance offers through paid, full color placements & inclusions and/or cost per acquisition.

• 100% track able and measurable investment

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What - Value

Provide the most recognized and sought-after customer discounts and promotions products in the communities we serve anytime, any way and anywhere consumers want them.

MOBILE

VDPPRINT CARD

DAILYDEALONLINE

STANDARD PRINT

HOW – Promise

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B-C Entertainment.comEntertainment markets multiple products

directly to millions of consumers,through Entertainment.com

and affiliate websites

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B-C Major Retail Relationships/PresenceEntertainment products are sold at over 27,000 stores nationwide at long-term partners top retailers.

B-B-C Fundraising Market Leader

Network of thousands of schools and community groups who rely on our brand to meet their goals.

HOW – Marketing

Other Successful Uses for Visualization

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Engaging Our Student Fundraisers

Product

Annual Content Plan Process Overview

Product submits the following to Content

- Approved product plans - Content requests/order forms- Upcoming product initiatives

Content

- Analyze documents from Product- Review company strategy

documents & meet accordingly- Analyze consumer research (including the voice of the customer)*- Analyze market research*

*Consumer research = PRIZM, Entertainment Choice & Chairperson Post Sales Evaluation and NPS. Market Research = GIS data, Chain Store Guide and Independent Market Research

Content Plans

Rough drafts of content plans are reviewed with Product Directors & Sales VP’s to gather feedback

Local

Strat.Natl.

Product Dir.’s

VP Local Sales

&

Product Dir.’s

VP Strat. Sales

&GM Natl. Sales

Content- Feedback gathered & content

plans modified

- Supplements to reach revenue goals - Builds strategy to reach revenue

Exec. Team Local

Strat.Approved Rejected

Natl. Revenue Plan

Content plan is considered rough draft as document is modified by GM of National Sales to create plan with opportunity for revenue

Merchants – Reasons Satisfaction• Satisfied merchants are pleased that Entertainment

brings customers to their business.

Thank you!

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Open Forum

CAN WE BE

BETTERCOMMUNICATORS?

“Every effort to break through the clutter is more clutter.”

Mark Crispin MillerNYU ProfessorThe Persuaders

6. ASK

QUESTIONS

HOW TO BE

REMARK-ABLE

RELEVANT

Julie@magadesign.comwww.magadesign.com

Julie Anixterjulie@magadesign.com

Amy Kingaking@entertainment.com

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