apc digital presentation

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

NACHOS NAVIDAD®

DIGITAL DASHBOARDS & REPORTING

2014

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

DIGITAL DASHBOARD

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.

STRATEGIC PILLARS

The Power of Brand Love Personalized Experiences Six Second Connection Mobile Decision Points

Presented at September APC

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)

MOBILE DECISION POINTS

MOBILE DECISION POINTS

MOBILE USE

MOBILE WEB VS. APPS

COUPON PREFERENCES

MOBILE REQUIREMENTS

• Location finder – search by ZIP or use location services to show closest locations

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

MOBILE REQUIREMENTS

• Interactive menu• Nutritional information

MOBILE REQUIREMENTS

• Loyalty program/rewards:– Rewards based on

defined # of visits– Rewards based on

check-ins

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

MOBILE REQUIREMENTS

• Check-ins and social sharing

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

SUCCESS MEASURES

MOBILE: FOCUS ON ENGAGEMENT

FHCB MOBILE PLATFORM

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

FHCB MOBILE PLATFORM

FHCB MOBILE PLATFORM

FHCB MOBILE PLATFORM

SOCIAL STRATEGY

2014

FACEBOOK SOCIAL STRATEGY

TWITTER SOCIAL STRATEGY

INSTAGRAM SOCIAL STRATEGY

GOOGLE+ SOCIAL STRATEGY

YOUTUBE SOCIAL STRATEGY

VINE SOCIAL STRATEGY

PINTEREST SOCIAL STRATEGY

SOCIAL MEDIA WEEKLY

Social Media Weekly

• Transition to Monthly • Upcoming Email/Mobile Messages

• Monthly Database Numbers

• Upcoming Digital Blitz Info

• Local Digital Messaging Ideas

LOCAL DIGITAL

Redemption 3.9%

Average 17% open rate

Benchmark 13 – 15% open rate

• Recent Case Studies

NEW TACOJOHNS.COM

Brain StormingDiscovery SessionsSimplifyIncrease UsabilityBackend ImprovementsTESTINGDevelopmentTESTINGLaunch

NEW TACOJOHNS.COM

Analyzing the Competition

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

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