The Huntfor

The Hunt  is  not  your  normal  marke/ng  campaign.  

The Hunt is  different.  

The Hunt is  exci/ng,  engaging,  and  interac/ve.    

The Hunt is  on…  

The Hunt

The Hunt

The  Hunt  is  an  interac/ve  marke/ng  campaign  that  will  operate  in  a  similar  manner  as  an  “Easter  Egg  Hunt”.    Instead  of  searching  for  candy,  however,  customers  will  search  for  coupon-­‐containing,  oversized  eggs  bearing  the  Good  Eggs  logo.    !Individuals  who  locate  the  eggs  can  break  them  open  to  redeem  coupons  for  discounted  orders  or  even  free  groceries.    !These  special  eggs  will  be  dispersed  throughout  public  spaces  within  the  city  of  Los  Angeles.  Social  media  will  play  a  vital  role  in  this  event  and  will  be  used    to  promote  the  campaign,    encourage  audiences  to  par/cipate,    and  to    provide  loca/on  hints.  !

What  is  The  Hunt?

The Hunt

What  are  the  benefits?

The  Good  Eggs  brand  will  be  promoted  as  a  crea/ve,  community  based  company  that  embraces  innova/on  as  a  means  to  market  and  promotes  its  services.  Instead  of  hard-­‐selling  to  its  customers,  Good  Eggs  uses  authen/c  engagement  to  generate  sales  and  increase  reten/on.    

Brand  awareness  will  increase  via  word-­‐of-­‐mouth  and  social-­‐media  “buzz”...  exis/ng  customers  will  get  excited  and  inspired  by  the  campaign,  they  will  share  it  with  others.    

Brand  loyalty  will  increase.    

New  customers  will  be  created  via  serendipity—as  they  literally  stumble  upon  the  eggs—and  through  exposure  to  enthusias/c  exis/ng  customers.    

Good  Eggs  will  be  credited  with:  making  people  excited  and  happy,  geNng  people  outdoors  to  explore  the  city,  being  a  very  cool  company  that  people  want  to  support  and  follow.    

The Hunt

How  will  it  work?

Customer  segments  will  used  to  iden/fy  appropriate  public  spaces  for  The  Hunt.  The  spaces  should  engage  customers  in  culture  or  explora/on  and  should  be  readily  accessible  by  Metro,  bike  and/or  car.      !Special  “Eggs”  will  be  distributed  during  non-­‐peak  hours.  This  will  allow  for  a  discrete  drop  offs.  Photographs  will  be  taken  of  the  loca/on  and  used  along  with  clever  copy  to  provide  hints  and  encourage  par/cipa/on.  The  photographs/copy  will  be  posted  to  social  media  channels.    !Each  “Egg”  will  contain  a  unique  coupon  code  for  tracking  purposes.  The  coupons  should  expire  within  a  1-­‐2  week  period.  This  will  allow  us  to  monitor  which  “Eggs”  have  been  found,  and  which  ones  need  more  hints  before  being  discovered.    !Customers  will  be  asked  to  post  their  adventures,  their  discoveries,  and  use  a  custom  hashtag  (#GoodEggsHunt)  during  the  process.  This  will  generate  more  reach  and  a  cohesive  media  database  of  The  Hunt.    !!

The Hunt

What  will  the  Eggs  look  like?

crack me open!

Eggs  will  be  approximately    

9”  x  6.5”

Eggs  will  have  the    Good  Eggs  logo  clearly  displayed,  

and  a  call-­‐to-­‐ac/on.  

Eggs  could  be  white/cream  colored  for  brand  con/nuity.    

-­‐  or  -­‐  Eggs  could  be  

variety  of  brighter,  eye-­‐catching  colors.  

!  Pa\erns/Prints  

should  be  avoided  as  to  escape  any  

Easter  Connota/ons.  

The Hunt

Where  will  The  Hunt  take  place?

The  Hunt  will  occur  throughout  a  variety  of  public  spaces  in  Los  Angeles.  To  ensure  that  every  customer  segment  has  equal  exposure  to  The  Hunt,  several  categories  of  place  will  be  targeted:    !!Parks      • Elysian  Park  • Griffith  Park  • Palisades  Park  • LA  River  Bike  Path  • Runyon  Canyon  !!

!

Public  Spaces      • Beach  and  Boardwalk  • Sidewalks  and  Staircases  • Farmers  Markets  • Libraries  !!!

Cultural  Centers  • LACMA/Museum  Row  • MoCA/Disney  Concert  Hall  • Natural  History  Museum

The Hunt

How  can  we  measure  results?  

Analy/cs  will  be  used  to  monitor  several  KPIs  during  the  campaign.  These  will  be  compared  to  normal  metrics  to  evaluate  the  campaigns  effec/veness.    !Business  KPIs  • New  User  Acquisi/ons  • Returning  Customers    • Conversions  • Return  on  Investment    !!

Vanity  KPIs  • Instagram  Likes  • Re-­‐Tweets  • Facebook  Shares  

The Hunt

What  will  it  take?

Commitment  to  running  a  4  week  campaign.    !Administra/ve  access  to  analy/cs.  !Administra/ve  access  to  organic  channels:  Instagram,  Twi\er  and  FaceBook.    !Compensa/on  for  /me  spent  on  campaign.    !Compensa/on  for  any  mileage  accrued.    !Compensa/on  for  materials.    !

The Hunt

Good  Eggs  is  a  digital  marketplace  that  connects  customers  with  the  best  local  farms  and  foodmakers.  Shoppers  order  online,  and  farm  fresh  groceries  are  delivered  directly  to  their  front  door.  Good  Eggs  is  driven  by  its  mission  to  grow  and  sustain  local  food  systems  worldwide.      

Personality Values Definition Promise

Good Eggs is like your favorite vendor at the local farmers market. They put a smile on your face and are always.. !Friendly & Familiar !Making a Positive Impact !Creating a sense of community !!

!Social and Environmental Responsibility !Supports Local Economy !Fair Wages Safe Workplace !Quality, Trustworthy, & Healthy !

An online farmers market that delivers fresh food to your front door.

To provide our customers with the highest quality, fresh, local food available.

The Hunt

Brand  Brief  Understanding  the  Good  Eggs  Brand

Empathy  Map  

Think & Feel? Hear?

See? Say & Do?

News stories about GMOs and impending environmental issues - WholeFoods is too corporate - Other parents send their kids to school with healthy snacks - Did you know peaches are in season?

Travel - Exercise - Host dinner parties - Cook at home - Instagram their lifestyle - Work for creative or cause oriented companies, or aspire to - Volunteer - Watch Ted Talks & listen to Podcasts - Have conversations about social/political issues

Images of great food and meals on Instagram - The impact of impact of consumerism on the environment - Processed and pre-packaged food is everywhere but fresh food is hard to find

Health conscious - Concerned about environmental issues - Politically/culturally informed - Nature oriented - Want to create a better future - Appreciate art, design, & style.

Gain?Pain?Price Point: buying local and organic food is expensive - Time: with their busy schedule, they don’t have time to go to the farmer’s market.

The best local food, guaranteed or your money back. Selection is carefully curated and conveniently delivered to your front door.

Understanding  the  Good  Eggs  Customer

The Hunt

Broad Customer Segment

Male and Female 25-65 Years Old Educated Optimistic/Altruistic Professional/Creative Environmentalist Socially Conscious Inspired by Nature Influencer Early Adopter Community Oriented Outdoorsy/Adventurous Exercises Rides a bike Technologically Adept !!

The Hunt

Outdoorsy Socially Conscious Young & Hip

20’s - 40’s Rides a bike. Hikes. Gardens. Up for a full-day adventure. Enjoys camping and trips to the beach. !!

!!20’s - 60’s Culturally/Politically informed. Reads. Attends cultural events. Visits museums. Concerned about environment, the world, and the future.

20’s-30’s Hipster. Artist or Creative Type. Trendsetter. Technology driven. Rides a bike. Takes Metro. Explores the city. !!!

The Hunt

Defined  Customer  Segments  Understanding  the  types  of  Good  Eggs  Customer