Jimmy JohnsGourmet Sandwiches

Do’s and Don’ts Contest:How to Properly Throw Away the Wrapper

All it takes is Instagram, Twitter, and a desire to be eco-friendly

A contest in which anyone with Twitter or Instagram can participate

Participants take two photos: one showing where you shouldn’t throw away your wrapper and one where you should.

Example: Do: throw away in a trash can

Don’t: throw away on top of your dog

How to Win:Participants take the two different photos

Post two photos to Instagram, Twitter, or both

Use the hashtag #JimmyJohnsDo’sandDon’ts

Most creative will win

What They Win:For each photo post, Jimmy Johns will donate

$5.00 to the environmental cause of their choosing

Winner receives: $100 Jimmy Johns gift card, a 100% recycled materials Jimmy Johns blanket, and a 100% recycled materials Jimmy Johns water bottle

The Target AudienceThe college student

Fast-paced and busy

Doesn’t have time to cook

Opts for the healthier choices

Very eco-friendly

Key Performance Indicators

(KPI)Success measured by SEO

Number of times Jimmy Johns is mentioned through social media (Twitter and Instagram)

Goal is to get Jimmy Johns’ name out there in a fun, modern, and eco-friendly way

Why Social Media?Twitter and Instagram will be used because

they are easiest to track with mentions and hashtags

Instagram pictures are extremely popular with smart phones

Pictures of the Jimmy Johns’ wrappers is an easy way to get the name out

How to Get It Started Jimmy Johns commercial that demonstrates

different ways on how to and how to NOT throw away trash

Examples of the “Do’s”: throw away in garbage, dumpster, recycle

Examples of the “Don’ts”: throw on top of your dog, on your grandpa, in your bed

Ad copy examples: “In the dumpster, not on this grumpster.” or “In the can, not on your man.”

The BudgetOpen budget depending on the number of

participants

Instagram roughly 73 million users

Twitter roughly 6.8 million users

Promotion on Twitter and Instagram should be very low cost

The Budget ContinuedAbout $5,000 for commercial production

About $20-30,000 for the total donations (donate $5.00 for every participant entry)

About $50,000 for commercial TV spots

Total budget: $75-85,000 depending on number of participants

The FocusThe main goal of this campaign is to promote

eating Jimmy Johns but in an eco-friendly and fun way using modern social media platforms

The Instagram campain will be easy for participants to use but also demonstrate that Jimmy Johns has a sense of humor – all while doing this for a good cause