Mf Psf Final

7/30/2019 Mf Psf Final

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TABLE OF CONTENTS

MINDFIELD 2

Target Identification 4

Mission Intelligence 7

Operations Strategy 8

Plan of Attack 9

After-Action Review 10


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ABSTRACT

ince 2005, the Firehouse Subs Public Safety Foundation (PSF) is a national non-profitorganization that has been dedicated to supporting public safety entities through bettereducation, funding and equipping.

PSF already has roots planted firmly in the digital realm. However, they are not using eachdigital platform to its full potential. We at MINDFIELD propose the creation of a PSF Ecoweb, adigital plaform that unities the PSF identity and gives Millennials the opportunity to be co-creators. The components are:

A website resign

Upgraded smartphone application

Interactive kiosks

Social medallions

Franchisee digital toolbox

We were tasked with reaching Millennials in places they frequent. Our research has informedour strategy through understanding Millennial needs. As a result we devised a digital ecosystemthat connects, compels and empowers all who use it. Anytime, anywhere and at any level ofinvolvement.Our idea will be the most digitally savvy you will see today. None will offer abalanced digital-based infrastructure that is flexible and integrated. No other approach today willbe as ambitious, one that cross both online and offline and one that caters to guests as well asfranchisees.

S


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MINDFIELD

Details are not details, they are design

Charles Eames

Details are part of design. This is our core principle.

If you look too fast, a sign could stand as a warning that you're about to enter a dangerousplace. But, looking closely, a sign could welcome you to a landscape that is lush with creativity,

where minds are connected as one. A single detail, even a small single letter, can make asweeping difference to a concept, idea or design.


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We are MINDFIELD.

TROY PIREZCEO/Playboy

Troy

EKATERINA VOROBYOVAAccount Executive / Champion of All Fuzzy Life

Ekaterina

KRISTA WESTBrand Planner / Media Mastermind

Krista is a hard working, communications junkie. Shes also a self-proclaimed Apple fangirl and loves indie rock and roll. She has an

immense creative spirit and is a motivated perfectionist.

RYAN SAUERDigital Strategy / Leader of the Nerd Herd

Troy

JOE MACKChief Creative / Storyteller

Not much is known about Joe. They say wolves raised him, but hesas charming as a fox.


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TARGET IDENTIFICATION

Millennials, as you may know, are a digital generation who are skeptical of traditional forms of

advertising. Although they do value authority, the key reason why the hate ads is because itseems inauthentic. They would rather get advice from their friends than a TV spot.

So how do we reach them? Well, they are always connected to each other, both online andoffline. so much so, that 75% have a social media profile and most of them provide tons ofcontent daily. They are inseparable from their smartphones; 83% sleep with their cell phone.

They are also on course to become the most educated generation in American history and arealso strongest supporters of community as identity and a collective mentality.

We feel like these facts are key to communicating with Millennials.

Meet Eric and Teresa

Because its hard to visualize such a diverse generation, weve broken down our target into twoprofiles. Meet Eric and Teresa.

Eric is tech savvy and is most likely to adopt whats on the horizon. He seeks out newtechnology and sees it as a way of expanding hisknowledge as well as extending his influence. Heis an Apple genius who is eager to help peopleunderstand tech. As such people look to Eric forinformation about technology as well as to seewhats cool.

Teresa, on the other hand, is a social butterfly.

She, like Eric, is comfortable with new technologyhowever, she loves to be connected because itallows her to be closer to her friends. She likesbeing in the know; she also likes taking a standand supporting causes that are near and dear toher. Every month, shes wearing a bracelet orsporting a tee shirt with a different cause. Sheloves Facebook and Twitter (even if some peoplethink she tweets too much).


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MISSION INTELLIGENCE

This is what we did as research. This is something the entire team took part in, under my

direction. What we accomplished was ambitious but necessary.

Over a four-week period, my team spent time in the field to monitor donation model/habits. Wefound a number of issues millennials run into when they donate. We also made a number ofobservations of FHS engagement with guests.

PSF Awareness

Our primary research, in the form of a survey with a sample pool of 145, indicated that only13.3% of millennials who have been to FHS were aware of what PSF. Although when in-storeguests were aided with PSF signs, in-store awareness levels supported this figure.

Those who did become aware of PSF did so through social media (%66). Others cited in-storecollateral and the FHS website (both at 17%)as secondary touchpoints

Our first directive is to connect with Millennials.

Digital Approach

During the course of our research, we found that Millennials overwhelmingly showed that theyprefer to donate through the web. 70% of respondents (from the same survey pool) cited havingmade 2011 gifts online through a nonprofits web page.


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We also found that millennials uses technology as a research tool. The average shopper used10.7 sources of information before making a purchasing decision. To find out about a nonprofit,Google cited as the first stop, with 86.4% of respondents. 71.5% rely on email marketing and51.2% use Facebook to find information on an organization.

Our second directive is to utilize a digital approach.

Visual Impact

Let me share with you a quote from a real Millennial:

Approximately half of all millennials who took our survey said they would prefer donate to localcauses. An overwhelming number wanted additional information concerning the impact of theircontribution.

Our final directive: To give Millennials information as to where their

money is going and what the local impact is.


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These three insights have informed our strategy:

We need to create an approach, grounded in the digital realm, that supplies information to Ericand Teresa at the point theyre making decisions to donate. The PSF needs to be there and so

does Firehouse.

If we can reach them and supply them a convenient and engaging way to donate at the zeromoment of truth, Millennials will do what Millennials do. Whether they either have a good

experience or bad experience, they share it.


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OPERATIONS STRATEGY

What we have here are a number of different players who need to interact in the same

environment without diminishing each other's needs/wants. And we must reach them at theZero Moment of Truth.

We looked to the natural world for a possible solution.

Our big idea is to design a digital ecosystem that provides Eric with the technology andengagement that he needs as well as Teresa with the ability to gain momentum through socialconnection, all the while building a larger digital experience that is enriched by every interactioninside of it.


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The PSF EcoWeb

I am proud to show you the first steps toward growing such an digital solution. This is the PSFEcoweb. Our approach is three-pronged, each addressing a key insight:


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PLAN OF ATTACK

Touchpoints across the digital realm, focusing on the four pillars of this experience: Web, social,

mobile, and point of purchase.

Integration

The digital media solution is contingent on the integration of the three elements of our proposedstrategy. Each element is an essential piece to the communication puzzle and to the success ofleaving a digital footprint in the Tampa market. These elements are:

Social

Paid Advertising

Website Optimization

Mobile

Web Touchpoint

This is Eric and Teresas home base. The portal serves as an information hub. Everythingassociated to PSF can be found here with as little friction as possible. Social feeds, store-specific blogs, and community news are available. Most importantly, the website will serve as avisual means to display the impact of individual dollars.

Profiles play an important role in the web touchpoint. Users are

encourage to customize their PSF web experience through profilecreation.

Be a heroes hero - Make an ImpactNominate a Hero Share your story who is your heroDonation opportunity barge (think opportunity stimuli)

The portal is an extension of the current site and incorporates the latest web optimizationsavailable such as HTML 5 and responsive design.The site will also utilize microdata to createknowledge graphs that better the user experience.Of course, optimized SEO, both onsite and off, willdeliver the vital PSF message to Eric and Teresawhen they use Google to search.

In addition, small refinements will be made to theFHS website, in order to ease the ordering processand to better integrate PSF donations into it.

The establishment of brand awareness or any otherobjective for that matter almost always starts with search engines. Therefore, it is vital to have


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CCBs website optimized for search engines in order to appear on the search engine resultspage. Optimization combined with other factors will determine the ranking (position) on theSERP. Although SEO is not a channel or platform, it is a critical piece to the solution.

Based on the increase in craft beer market share increase (Stanford, 2012) and Google Trends,it is essential to deploy supplement SEO with paid search campaigns.

The user interface design and the content management system on the website is adequate, butits elements can be enhanced in order to improve its online marketing integration. Both on-pageand off-page optimization will directly and indirectly contribute to the quality of both earned andpaid advertising.

Social Touchpoint

Facebook, Twitter, YouTube, and Google+ are the social media platforms that will facilitatebrand interaction and direct traffic from brand influencersand potential consumers to either the website (blog) oranother CCB digital platform.

These platforms will also be used as a community hub,where new consumers and loyalists can coalesce behindthe CCB brand and its related offerings.

The social touchpoint overlaps the website. Feeds appearon the site however, social is much more than a feed.

Through the Facebook page, users can share theirexperiences with PSF through extended posting, picturesand outbound links.

Through Twitter, users can engage directly with PSF. Our approach will use the conversationalnature of Twitter.

Instagram will be a source of moving pictures as well as short graphical information.

SEO benefits of G+

Mobile Touchpoint

We see mobile as the most customization aspect of the PSF ecoweb. Through smartphones,Millennials can make their experiences their own. They can not only access the mobile version

of the website, but they have quicker access to track their contributions andactually see the visual impact of their donations (through push notificationsand, later as the program grows, a gamification of donations).

The mobile application, CC Brew Bringer, is Cyber8s solution to generateposts on social sites asking people where they get their CCB beer when theycant make it to the Tasting Room. Incentives will be used to see who can find


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the most locations. The working title for this game is the Beer Exchange Program.

The application will also encourage users to check-in to a location via social networks likeFoursquare and Facebook. Where CCB beer is offered, users are then encouraged to write areview on it or post about it so people know. This will generate organic buzz by WOM aboutCCB. If consumers search for CCB beer it can tell them all the locations around them that have

CCB beer. As a team, Cyber8 will initiate the data collection by going out and try to find CCBlocations.

Mobile results will also update on the blog and through forums in order to supplement data thatis not listed on CCB or JJ Taylor website.

The application will be available for all smartphones currently in use. Especially for Google Playmarketplace (Tim would be pleased).

Point of purchase

Point of Purchase is about encouraging 100% solicitation for everyone who enters the store.

We are going to eliminate human error (employee) and ensure every point of purchase is anopportunity to bring awareness about PSF and donation.

BRIDGING TACTICS

Interactive Kiosk

Paystations are an extension of a greater system. Interactive kiosk bridge the online and offlineexperiences.

This is an opportunity to attract Eric. Eric is the first to try everything. He sees this kiosk and

immediately wants to try it. He sees that, for a dollar, his experience with this kiosk (and withthis smartphone) can be enhancedwith a medallion. It's a low huddle toexperience something new.


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Blogging serves as a prime way to generate content that brings users to a brand. Right now theblog is an outlet for CCB to post events and new beer releases. It is not updated often and is notbeing utilized in the best way possible. The blog should be a chance for CCB to talk about whatthey know best beer! Beer enthusiasts love talking about beer, reading about beer, anythingto do with beer. The blog should be updated at least twice a month. Posts should include topics

like: trends in craft beer, features of CCB beers, new brewing techniques, etc. Brewers withinCCB could write these blog posts. They could feature an exclusive inside look at the brewingprocess in the brewery. Sites, like CraftBeer.com, have great blogs about craft beer and can beused as a standard to which CCB can exceed.

CCB has a blog that needs to be taken to the next level of engagement. CCB has a nicheaudience in their community of CCB bloggers. Bloggers are already blogging about CCB ontheir own. CCB needs to establish a hub for all of these bloggers to post their blogs. It is a wayCCB can interact with the current bloggers and reach out to future ones.

A blog for event dates and description: update and improve the events page with a link to a blogon the websites events page.


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ROI AND EVAULATION

Our total budget is set at $200K. It is very high considering we're only activating the ecosystemat two store locations. However, because this idea is set largely in digital, we think that this

budget absorbs the initial costs of developing a universal system.

Our budget is broken down into three components:

The interactive kiosk is set at $40k (two units + software/production). We arrived at this numberby looking at vendors such as Monster Media and Ziosk. The cost also includes adding ascannable code to social medallions.

The website is the bulk of our budget, at $100k. This website is an extension of the one alreadyin place.

Finally, the smartphone app is set at $60K. It is an addition to the FHS app that already exists.Essentially, the app will connect to website databanks.


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Here are starting values at stores 164 and 125. We arrived at these numbers by samplingrestaurant activity (we sat at the restaurants and counting the # of subs sold/donations given).We then adjusted in relation to the universal subs sold number (247).

These are the projected figures after the ecosystem is implemented. Although there is very littlechange in the donation conversation (only +1%), we estimate that we can bring in an additional$4 a day (derived from key word index/CTR analysis, adjusted for error) from people donatingonline without buying a sub. That, and in conjunction with the daily in-store donations, weproject that we can raise $16/$14 a day (an increase of +$7/+$13)

The increase in donations per day allows us to reach out goal of 4100 per store. The PSF


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ecoweb is projected to increase donations by 107% (@164) and 305% (@ 125). We did not addany projected value from collecting email addresses, SEO, etc. We plugged the numbers intothe ROI equation; 2.1% is the final return.

Again, we think that this budget absorbs the initial costs of developing a ecoweb that is suitablefor all 550+ FHS stores nationwide. Adding additional features as the ecosystem grows will cost

considerably less while providing more features and interactivity as you roll it out.

Evaluation

Our campaign is developed after the POST method in the opposite order (TPOS) for thesereasons. CCB already has a strong and supportive community of craft beer enthusiast. Thegoal of this campaign is to engage, energize and grow this community across multiple digitalplatforms.

CCB integrates the same posts on every digital platform. CCB needs to customize posts to eachsocial media outlet to eliminate a redundant multiplatform user experience. Currently CCB has aloyal community and a strong brand. In order for them to engage and improve position they

need to maintain their community and engage them on different digital platforms. They have agood understanding of their brand identity and community now they need to translate iteffectively across more digital platforms.

CCBs problem is that they focus primarily on Facebook. Focusing on one-platform limits thebrands ability to engage consumers to its full potential. Using each platform in a unique way willgive users a reason to visit multiple platforms and thereby offer a more immersive experience.

What CCB has is a strong understanding of its community. CCB needs to use thisunderstanding to engage them across various social media platforms in order to grow the brandand improve its position in the mind of consumers.


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Mf Psf Final

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