Fall 2015 APC Retreat Presentation Sami Francis, Academic Advising Aug 20, 2015.
APC Digital Presentation
Transcript of APC Digital Presentation
![Page 1: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/1.jpg)
![Page 2: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/2.jpg)
SANTA FE SHARE RECAP
• Site Analytics:– 73,200 Pageviews– Average Time: 2:32– 36% Remained on Site
• Conversions:– 21,277 Total Sign-ups– 38,569 Shared Reach– 29% Conversion Rate
![Page 3: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/3.jpg)
NACHOS NAVIDAD®
![Page 4: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/4.jpg)
DIGITAL DASHBOARDS & REPORTING
2014
![Page 5: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/5.jpg)
DASHBOARDS
• Website Analytics• Database Numbers – National• Database Numbers by Co-op or Store• Social Media – Tonality & Volume• Engagement Stats• Message Details (Email & Mobile)
• Very Scalable In the future!• Redemption• POS Numbers• SEM• Paid Placement
![Page 6: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/6.jpg)
DIGITAL DASHBOARD
![Page 7: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/7.jpg)
![Page 8: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/8.jpg)
2014 PRIMARY OBJECTIVES
Database Growth
Extend reach of digital messaging.
Customer Engagement
Position Taco John’s and promotional menu items top of
mind to increase sales and customer loyalty.
Digital LSM
Build local relationships through local email, mobile and social
strategies.
![Page 9: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/9.jpg)
STRATEGIC PILLARS
The Power of Brand Love Personalized Experiences Six Second Connection Mobile Decision Points
Presented at September APC
![Page 10: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/10.jpg)
CURRENT PRIORITIES
Executing Remainder of 2013 Plan Digital Dashboard Development Mobile: App Requirements Defined Next
Step: Select Partner 2014 Blitz Planning Facebook: Local/National Plan New Website Planning Rebrand – Digital Aspects 2014 Messaging Changes
(Email/Mobile/App Push Messaging)
![Page 11: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/11.jpg)
MOBILE DECISION POINTS
![Page 12: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/12.jpg)
MOBILE DECISION POINTS
![Page 13: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/13.jpg)
![Page 14: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/14.jpg)
![Page 15: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/15.jpg)
![Page 16: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/16.jpg)
MOBILE USE
![Page 17: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/17.jpg)
MOBILE WEB VS. APPS
![Page 18: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/18.jpg)
COUPON PREFERENCES
![Page 19: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/19.jpg)
MOBILE REQUIREMENTS
• Location finder – search by ZIP or use location services to show closest locations
![Page 20: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/20.jpg)
MOBILE REQUIREMENTS
• Smart couponing:– Coupons available/unlocked for the following user groups:
• All users• Specific user segments near an individual location or group of
locations• Individual users or user segments based on previous app
activity (frequency of engagement, day part coupon redemption, etc.)
– Rolling expiration dates, based on coupon release or coupon open
– Coupon security measures to avoid fraudulent activity– Coupon redemption at location (not tied to POS system)– Dynamic coupon generation based on creative templates
![Page 21: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/21.jpg)
MOBILE REQUIREMENTS
• Interactive menu• Nutritional information
![Page 22: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/22.jpg)
MOBILE REQUIREMENTS
• Loyalty program/rewards:– Rewards based on
defined # of visits– Rewards based on
check-ins
![Page 23: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/23.jpg)
MOBILE REQUIREMENTS
• Push messaging and/or SMS messaging – with delivery options customized at the individual user level. Ability to deliver:– Text-based messages– Image-based messages– Coupons tied to redemption
![Page 24: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/24.jpg)
MOBILE REQUIREMENTS
• Check-ins and social sharing
![Page 25: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/25.jpg)
MOBILE REQUIREMENTS
• App CMS for management of all app content• API Integration (push and pull) – primarily for
syncing users with existing databases, (ie Exact Target, Fran Connect)
• Ability to add custom engagement programs for different promotions
![Page 26: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/26.jpg)
SUCCESS MEASURES
![Page 27: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/27.jpg)
MOBILE: FOCUS ON ENGAGEMENT
![Page 28: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/28.jpg)
FHCB MOBILE PLATFORM
![Page 29: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/29.jpg)
FHCB GAME
• Goal: Build buzz around the Flaming Hot Cheetos Burrito to generate trial.
• Missions:– User accounts track mission completions, points and
rewards with the TJ app– Missions live within app and on landing page– Missions also pushed out within social media– Bonus points available via paid placement– Prizes awarded at different point levels
![Page 30: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/30.jpg)
FHCB MOBILE PLATFORM
![Page 31: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/31.jpg)
FHCB MOBILE PLATFORM
![Page 32: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/32.jpg)
FHCB MOBILE PLATFORM
![Page 33: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/33.jpg)
SOCIAL STRATEGY
2014
![Page 34: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/34.jpg)
FACEBOOK SOCIAL STRATEGY
![Page 35: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/35.jpg)
TWITTER SOCIAL STRATEGY
![Page 36: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/36.jpg)
INSTAGRAM SOCIAL STRATEGY
![Page 37: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/37.jpg)
GOOGLE+ SOCIAL STRATEGY
![Page 38: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/38.jpg)
YOUTUBE SOCIAL STRATEGY
![Page 39: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/39.jpg)
VINE SOCIAL STRATEGY
![Page 40: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/40.jpg)
PINTEREST SOCIAL STRATEGY
![Page 41: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/41.jpg)
SOCIAL MEDIA WEEKLY
Social Media Weekly
• Transition to Monthly • Upcoming Email/Mobile Messages
• Monthly Database Numbers
• Upcoming Digital Blitz Info
• Local Digital Messaging Ideas
![Page 42: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/42.jpg)
LOCAL DIGITAL
Redemption 3.9%
Average 17% open rate
Benchmark 13 – 15% open rate
• Recent Case Studies
![Page 43: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/43.jpg)
NEW TACOJOHNS.COM
Brain StormingDiscovery SessionsSimplifyIncrease UsabilityBackend ImprovementsTESTINGDevelopmentTESTINGLaunch
![Page 44: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/44.jpg)
NEW TACOJOHNS.COM
Analyzing the Competition
![Page 45: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/45.jpg)
TOTAL BUDGET
$33,000.00
$287,000.00 $48,000.00
$97,000.00
$30,000.00 $5,000.00
Campaign Strategy, Management & ReportingPositioning - Getting the Word OutFan Engagement - Social MediaBuilding Relationships through Email & Mobile Messaging - eCRMBlitz Specific EngagementMiscellaneous
![Page 46: APC Digital Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042614/558c85c6d8b42a1b078b45d3/html5/thumbnails/46.jpg)
+