Your Journey To Success

Desired state:

• Raise awareness about the brand & services, focusing on (1) promoting delivery services & coupon redemption as well as (2) cultivating top-of-mind mind awareness among Midlands residents

• Drive growth in (1) qualified website traffic (focus: to Products/Services, Savings, Featured Products & Locator pages), (2) social media engagement, (3) phone call or e-mail inquiries, (4) delivery service orders, (5) in-store traffic, & (6) overall sales

• Value Acquisition Projection: (in annual sales)• 1 New/Returning Customer: ~$3,932.90/year• 10 New/Returning Customers: ~$39,329/year• 25 New/Returning Customers: ~$98,322.40/year

Current state:

• 51 locations in South Carolina, averaging $26M to $30M in annual sales per location• Experiences surges in business during the major holidays (Thanksgiving, Christmas, Easter)• Business: ~85% under grocery & ~15% under “other”• Promotes business through Spot TV (~62.5%), newspapers (~20%), magazines (~10.3%),

outdoor means (~3.9%), U.S. Internet display (~2.3%), National Spot Radio (~0.3%), cause marketing, social media marketing (SMM), & word of mouth marketing (WOMM)

• Top Reasons Consumers Choose Publix: (1) Quality of goods/services, (2) price, (3) convenience, (4) product mix & (5) store location

Source: AdMall, 2015 (Redbooks.com. Web. Feb.2016. | Griffin, Justine. “Publix grocery delivery service Shipt launches in Tampa Bay.” Tampabay.com. Aug. 4, 2015. Web. Aug. 2015 | Publix Super Markets, Inc. Form 10-K. Edgar online. Mar. 2, 2015.

Web. Aug. 2015. Trigaux, Robert. “Publix hits a $1 billion milestone as Florida’s largest private company.” Tampabay.com. Aug. 3, 2015. Web. Aug. 2015. | SalesFuel, 2016 )

Source: AdMall 2015

Your potential customers: frequent grocery shoppers

63% more likely to take action

after viewing an online banner ad

63% more likely to take action after

receiving an emailed ad or newsletter

62% more likely to read a blog every day

67% more likely to take action after viewing an ad on

social media

34% more likely to be

between the ages of 25-34

years old

28% more likely to share a good experience on social media

Tom Amy

Journey of the frequent grocery shopper

Search for and read reviews for

your business and competitors

Tom & Amy are planning out

their grocery list for the week

Read articles with relevant

content

Tom & Amy decide to shop at Publix either

in-store or online

Visit websites with relevant

content & recipe ideas

General searches online for coupons &

weekly deals

Visit your website (and the

competition’s)

Search for local grocery stores

Ad on traditional media makes them

start process

Tom Amy

Demand Analysis:

Awareness

Interest

Intent

Meeting your potential customers: In The Moments

You’ve identified your audience.

Now, we want to persuade them to shop at Publix

• Multi-tactic approach• Understand what micro-moments

occur throughout the purchase journey

• Choose a variety of tactics to reach your audience during those moments

• Flexible budget shifting• Proactive budget shifting

between tactics allows for performance optimizations

• Optimize towards your goal

The Campaign Strategy:You’ve identified your goals.

6

Tom Amy

In The Moment: Premium News Network Awareness

They click through the ad and go to your website for more information

Tom or Amy are among the millions of adults who

reads news from our Premium New Network,

which is made up of more than 1,900 high-quality

local newspaper, broadcast, magazine &

radio sites

As they read various news articles on nationally renown sites, they are served ads for your brand & services

Tom Amy

In The Moment: Mobile Geofencing/Retargeting

We draw a virtual circle (geo-fence) around locations your target audience frequents, including a 5 mile radius around specific Publix locations

Tom or Amy travel into the geographic “fence” with their phone.

Awareness

They begin seeing ads for the advertiser on their mobile device

They become a customer or they continue doing more research online

We can continue to serve ads on mobile to potential customers for up to 30 days after they enter the “fence”

Tom Amy

In The Moment: impressLOCAL E-mail

Tom or Amy receives an e-mail that we sent them based on their demographic information

They open the email and then later see retargeted banner ads for your business online

They may click thru to your website, or the email may initiate their online research. You will receive a list of all potential clients who opened or clicked on the email

Awareness

Tom Amy

In The Moment: Category & Keyword Contextual

Ads promoting specific Publix products correlating with the site’s recipes are displayed on sites with relevant content

Tom or Amy visits sites with pages

dedicated to healthy family recipes, diet &

cooking tips

and/or

Interest

Read articles that contain the phrase “local grocery store”

Tom Amy

In The Moment: Keyword Search Retargeting

Tom or Amy performs a relevant search

We show the searcher the appropriate ad for your company based on the keyword they searched later as they browse the web

Data is collected regarding the search

The potential customer opens another browser and visits your website

Interest

Tom Amy

In The Moment: Site Retargeting

Tom or Amy visits your website and browses various products/services

However, they leave without converting

We show them ads based on the pages they viewed as they perform other online activities

They click through the ad and return to your site

Intent

Tom Amy

Publix Locations

Geo-targeted Locations

5 mile radius around Publix locations in the following zip codes:

Northeast Columbia● 29223● 29229

Irmo● 29063● 29212

Lexington● 29072

Geo-targeted LocationsDemographic Information & Readership

ZIP Code Average

HHI

Average

Issue

Readership

TMC

Distribution

Wednesday

In-paper

Distribution

29223 $68K 9,633 19,991 2,659

29229 $80K 6,763 16,881 1,363

29072 $84K 12,134 18,534 2,806

29212 $79K 6,952 11,036 2,806

29063 $84K 8,273 11,759 1,803

Awareness

Interest

Intent

Campaign Recap Your campaign will effectively target the desired audience at all stages of their journey to find a grocery store that fits their needs

Premium News Network

Contextual Targeting

Search Retargeting

Site Retargeting

Mobile Geofencing/retargeting

impressLOCAL email blast

Awareness

Interest

Intent

We will watch clicks to monitor the effectiveness of your ad creative and the tactical diversity of your campaign

Measuring SuccessImpressions will be monitored for awareness levels, pacing and traffic trends

Time spent and pages visited will show that your campaign is driving the most interested audience and that your site is keeping them engaged

We will specifically watch the “locations* and “order online” page to monitor the most engaged traffic

Visitors and pageviews will show increased interest. They will help determine the successful user experience between ad creative and landing page.

Optimizing your campaign

Throughout the campaign, we look at the profiles of the potential customers who are engaging with your campaign.

Then we reach potential customers with similar profiles with your campaign

We continue refining your campaign to make sure we reach the potential customers who are most likely to convert

Tom Amy Josh Lisa

Your Team

Mary Karl loves spending time with her daughter Porter & her husband Mark in her free time. With extensive experience in national advertising, Mary Karl will be your primary strategist for your campaign.

Logan is an aspiring science fiction writer, so until his first bestseller is published, he will be working furiously to ensure that your campaign is reaching your target audiences and meeting your goals.

Mary Karl BoeppleAccount Executive

Bernie HellerVice President of

Advertising

Bernie is an avid art enthusiast & RUSH fan. When he retires, Bernie would love to open his own recording studio. With extensive experience in the advertising & newspaper industry, Bernie will be able to help you reach your goals.

Logan EdgeSales Operations

Coordinator

Bryan OsbornVice President of

Digital

Bryan meets regularly with our digital partners like Google to ensure that we are always at the top of our game. When he isn’t studying digital marketing, he loves to work out and go fishing.

Publix CampaignDigital Strategy

Option A:Homepage Takeover on TheState.com

Sliding Billboard and Top Medium Rectangle Positions24 hour time period (Wednesday)

Option B:Top Medium Rectangle Position on TheState.com Homepage

24 Hour Ad Position Takeover (Wednesdays)Mobile Geo-Fencing (Columbia DMA)

62,500 weekly impressions (7 day time period) 300x50, 320x50, 300x250 ad sizesacross all mobile sites in our Premium News Network

Mobile Adhesion (480X75)31,250 weekly impressions (7 day time period)

Client signature: _______________________ Date: ___________