JEFF HAYNES

Transcription

1 JEFF HAYNES 12 years of crea,ve and marke,ng experience 9 years of sales experience One of the top performing Crea,ve Ac,va,on Managers in the country at The Coca- Cola Company by developing integrated marke,ng strategies for mul,ple beverage categories delivering over $1 billion in annual sales through offline, online and direct marke,ng channels Coordinated over $14 million in project and agency crea,ve budgets over different regions Established shopper marke,ng plaiorms to grow total system profitability across 33 na,onal high profile customers Unique crea,ve and marke,ng mindset with results oriented sales abili,es to offer new and innova,ve ideas that are both rela,ve and result focused Ability to lead strong cross- func,onal partnerships

2 NATIONAL CUSTOMER RESPONSIBILITY Customers shown in multiple areas represent different regional business units

3 Objective Increase Coca- Cola fountain sales and volume Engage shoppers, build frequency and maintain full retail pricing on fountain cup sales Drive traffic to stores Program Details Purchase a custom, limited,me offer 44oz. co- branded cup at Corner Store Enter cup code in custom micro site Activation In store point of sale at fountain beverage sta,ons Outdoor point of sale at all gas pumps 2.5 million 44oz. co- branded cups Showcase feature on customer s website My Responsibilities Shopper Marke,ng Strategy Sessions Customer Strategy and Feedback Sessions Budget Management Crea,ve Briefing and Agency Management Rules and Gaming Management (eprize) Secure Trademark Approval Secure Legal Review and Approval POS Prin,ng and Distribu,on Management Retail Execu,on Logis,cs Communica,on to Na,onal Sales Teams Post Program Analysis Prize Pool (1) Weekly winner of 4,ckets on Southwest Airlines; 8 total winners; 32 vouchers (1) Grand prize winner of Southwest Airlines,ckets for a year; 1 total winner; 24 vouchers Corner Store Bounce Back coupons on food Locations 1,026 stores in 9 states AR 9 NM 37 AZ 64 OK 2 CA 83 TX 622 CO 70 WY 4 LA 30 CORNER STORE Southwest Airlines Refresh & Fly Away Program

4 CORNER STORE Southwest Airlines Refresh & Fly Away Program

5 Objective Holis,c consumer summer themed sweepstakes that drives full retail on both fountain purchases and Coca- Cola 20oz. packages Drive new shoppers and weekly frequency to stores to increase basket size and ring Activation In store point of sale at fountain beverage sta,ons and cold vault coolers Outdoor point of sale at all gas pumps 2.5 million 44oz. co- branded cups Showcase feature on customer s website My Responsibilities Shopper Marke,ng Strategy Sessions Customer Strategy and Feedback Sessions Budget Management Crea,ve Briefing and Agency Management Rules and Gaming Management (eprize) Secure Trademark Approval Secure Legal Review and Approval POS Prin,ng and Distribu,on Management Retail Execu,on Logis,cs Communica,on to Na,onal Sales Teams Post Program Analysis Program Details Purchase a custom, limited,me offer 44oz. co- branded cup at Corner Store Enter code on cup or 20oz. My Coke Rewards code in custom micro site Prize Pool Enter for a chance to win $1000 in gil cards every day with the code on their 44oz. cup or 20oz. bomle of Coca- Cola (via My Coke Rewards) Locations 1,026 stores in 9 states AR 9 NM 37 AZ 64 OK 2 CA 83 TX 622 CO 70 WY 4 LA 30 CORNER STORE Summer Cash Giveaway Sweepstakes

6 CORNER STORE Summer Cash Giveaway Sweepstakes

7 Objective Drive excitement around the partnership with Danica Patrick while driving traffic into Murphy USA stores Leverage shopper marke,ng for 2/$ oz. retail ac,vity during a compe,tor s promo month Activation Sta,c clings Pump toppers Banners Die- cut standees Custom micro site Radio promos and remote in the Dallas market My Responsibilities Shopper Marke,ng Strategy Sessions Customer Strategy and Feedback Sessions Budget Management Crea,ve Briefing and Agency Management Rules and Gaming Management (eprize) Secure Trademark Approval Secure Legal Review and Approval Secure Sports Marke,ng Review and Approval POS Prin,ng and Distribu,on Management Retail Execu,on Logis,cs Communica,on to Na,onal Sales Teams Post Program Analysis Program Details Text to win point of sale ac,vated in all na,onal store loca,ons Alternate online method of entry via the custom micro site Social media ac,va,on with each partner Prize Pool Grand prize trip to the 2013 Daytona 500 race for 2 and a 15 minute Meet & Greet with Danica Patrick Entry into the month long sweepstakes when the consumer texts COKEZERO to win MURPHY USA Danica Patrick Daytona 500 VIP Experience

8 MURPHY USA Danica Patrick Daytona 500 VIP Experience Social Media Exposure

9 Objective Drive incremental 12 pack displays with the St. Louis Cardinals partnership and QuikTrip regional business unit Program Details Purchase a 12 pack case and enter to win in store Enter to win on a custom micro site Activation Indoor sta,c clings Pump toppers at all gas pumps Shelf talkers for outdoor 12 pack displays Radio promos Customer mail- outs to consumers Custom micro site My Responsibilities Shopper Marke,ng Strategy Sessions Customer Strategy and Feedback Sessions Budget Management Crea,ve Briefing and Agency Management Rules and Gaming Management (Gage) Secure Trademark Approval Secure Legal Review and Approval Secure Sports Marke,ng Review and Approval POS Prin,ng and Distribu,on Management Retail Execu,on Logis,cs Communica,on to Na,onal Sales Teams Post Program Analysis Prize Pool St. Louis Cardinals autographed items Pre- game field visit before game Catered luxury suite and 20 game,ckets On air giveaway of 10 pairs of,ckets for a St. Louis Cardinals home game Radio Script Call in to win: (DIALOG BELOW) Coca- Cola, QuikTrip, and the St. Louis Cardinals want to give you a chance to Celebrate the Summer by winning a pair of,ckets to the Cardinals game on 8/09. In addi,on, stop by QuikTrip for another chance to win luxury suite,ckets and an opportunity for an autographed Cardinals item and pre- game field visit! Stock up on Coca- Cola beverages before and aler the game at QuikTrip. Coca- Cola. Open Happiness. QUIKTRIP St. Louis Cardinals Game Day Experience

10 QUIKTRIP St. Louis Cardinals Game Day Experience

11 Objective Couple the excitement of the Fanta Frozen re- launch with a two,ered program that connects with teens and their passion points music and concerts by leveraging the strength of the Live Na,on partnership with a concert sweepstakes Activation Translites with sweepstakes details Custom 32oz. cups Scary Good Orange themed flavor cards livena,on.com and,cketmaster.com website banner ads Custom micro site My Responsibilities Shopper Marke,ng Strategy Sessions Customer Strategy and Feedback Sessions Partner Strategy Sessions (Live Na,on) Budget Management Crea,ve Briefing and Agency Management Rules and Gaming Management (eprize) Secure Trademark Approval Secure Legal Review and Approval Secure Brand Review and Approval POS Prin,ng and Distribu,on Management Retail Execu,on Logis,cs Communica,on to Na,onal Sales Teams Post Program Analysis Program Details Purchase a 32oz. beverage to receive a custom cup with a unique code Enter code on cup in custom micro site to win Custom splash page for free music downloads Custom POS Artwork Custom Cup Artwork Prize Pool Grand Prize Rock Your Halloween Fly Away Concert Experience VIP Sea,ng to a select concert of choice Free music downloads for random winners WAWA Rock Your Halloween Fanta Frozen Program

12 Mobile Optimized Site Login Registra,on Confirma,on Instant Win Game Win/Lose Message and Tell- a- Friend WAWA Rock Your Halloween Fanta Frozen Program Online Microsite - Promotion Flow Login Registra,on Sweepstakes Confirma,on Instant Win Game Tell a Friend

13 Objective Build the case that by pairing food and beverages, Wawa would increase their beverage incidence; which is one of the lowest across Coca- Cola s na,onal customers. Wawa s previous messaging strategy only conveyed food imagery. My Responsibilities and Customer Session Details Invited Wawa to the KO Lab to collaborate on messaging opportuni,es to impact beverage incidence Met with the KO Lab team and the agency to recreate a Wawa store in the customizable retail space Briefed agency on current Wawa messaging strategy in order to create Coke with Food concepts Managed budget with agency and printer Met with neuro- marke,ng team to understand neuro- marke,ng principles and how they apply and incorporated those principles into the concepts Consumer insights lead team member presented beverage incidence insights and Wawa s compe,,ve market data to show the opportunity and gaps Neuro- marke,ng lead team member presented neuro- marke,ng principles and best in class examples RESULT: Immediately secured two bundles with messaging WAWA Neuro-Marketing Strategy Session

14 My Responsibilities and Objectives MY RESPONSIBILITIES: Personally managed strategic marke,ng funded budget, which was executed 60% under budget Managed crea,ve strategies and the agency to create first- in- class custom messaging to showcase the value of Coca- Cola and Mondelēz bundling in different forms of execu,on and ac,va,ons Worked with shopper insights data to align customers to support the power of both brand poriolios Worked with the merchandising solu,ons team for sustainable rack and display op,ons MY OBJECTIVES: Support marke,ng efforts that are built around the shopper mindset and are occasion- relevant for supermarket channels Interrupt, engage and persuade shoppers that are in need of a speedy fill- in trip by offering quick and convenient solu,ons Convey that Coke and Mondelēz products together meet the consumer s emo,onal and func,onal snacking needs throughout the year based on their mindset and occasions Create added value for retailers Increase overall basket size for retailers Leverage the power of Coca- Cola s poriolio to secure incremental features and displays Address established occasions with holis,c poriolio op,ons MONDELĒZ 2014 Partnership National Planning

15 MONDELĒZ 2014 Partnership National Planning

16 VARIOUS CUSTOMER PROGRAMS

17 VARIOUS CUSTOMER PROGRAMS