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A Special Presentation for: WHOLE FOODS

This special presentation outlines a campaign strategy to position Whole Foods as the market leader and attract affluent families and health-conscious adults in the local communities. The objectives include increasing the customer base and building brand awareness through targeted marketing initiatives at the right time with the right message and vehicle. The presentation also includes media usage expectations and a detailed media plan.

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A Special Presentation for: WHOLE FOODS

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  1. A Special Presentation for:WHOLE FOODS

  2. Agenda Objectives Right Target Right Time Right Message Right Vehicle Campaign Strategy

  3. Build brand awareness Attract affluent families in the local community Attract adults seeking a healthy lifestyle Position as the market leader Objectives Increase Customer Base

  4. Right Target: The Potential 66,300 Families HHI $75k+ Brentwood, Franklin, West Davidson

  5. Right Target: The Potential 157,900 Healthy & Active Adults* Brentwood, Franklin, West Davidson *Buy organic food, local grown food, and/or belong to a health club

  6. Right Time: The Decision Pipeline 1) Unaware of Whole Foods 2) Aware of “Whole Foods” for grocery’s, but unaware of the daily and weekly specials offered Search online for Organic Healthy Food Options After researching, bought organic products Satisfied with Whole Foods and visits regularly Happy Whole Foods customer and blogs about the quality and recommends to friends and family via social media Awareness 3rd Party Opinions/ Referrals Referrals Research Interest Experience Experience Customer Loyalty Advocacy

  7. Right Message: One Day Sale

  8. Right Message: Grand Opening

  9. Right Message: Concept Mystery Cart • Have a shopping cart(s) filled with an assortment of groceries • Shoppers guess total value of shopping cart(s) • Closest guess wins

  10. Right Message: Concept Favorite Item Tweet Up • Have patrons Tweet their favorite grocery item they purchase, OR their favorite Whole Food specific item • Post tweets on big screen so patrons can see them • Select every 20th tweet and give them their item free

  11. Right Message: Concept Facebook Check In • Offer promotional discount to anyone who checks into Whole Foods McEwen on that/those dates(s)

  12. Right Message: Concept April Showers Bring May Power Hours! • Incentivize shoppers to visit your store during its slowest times with “Power” Hours • During power hours: • Offer discounts when entire ingredients list is purchased for suggested recipes • Cross promote with nutritionists/restaurant cooks to incentivize these specialists to participate • Offer discount when items from their dishes are purchased

  13. Right Message: Concept 400 Calorie Cook Off • Run advertisements soliciting recipes for 400 calorie dinners • Select 5-10 winners • Have them prepare meal in cooking area • Winner(s) get gift certificates, as well as recipes posted on Facebook page or other public viewing area

  14. Right Vehicle Media Usage Expectation Families HHI $75k+ Brentwood, Franklin, West Davidson 54% (35,800) read The Tennessean each week 24% (15,900) read Tennessean.com monthly 99% (65,600) access the Internet every month 70% (46,400) use text past month

  15. Right Vehicle Media Usage Expectation Healthy & Active Adults Brentwood, Franklin, West Davidson 59% (93,200) read The Tennessean each week 28% (44,200) read Tennessean.com monthly 90% (142,100) access the Internet every month 60% (94,700) use text past month

  16. Right Vehicle Media Supports Each Stage Of The Pipeline Traditional & Non-Traditional Ads, Direct Marketing (Non-Customer) Awareness Classified & Online Search, Social Media, Direct Marketing (Non-Customer) Interest Customer Loyalty Traditional & Non-Traditional Ads,Direct Marketing (Customer) Advocacy Social Media & Direct Marketing (Customer)

  17. Awareness Interest Customer Loyalty Advocacy Campaign Strategy Media Vehicles Placed To Effect Target At Various Stages Annual Grand Opening

  18. Campaign Strategy: 4 Week Reach & Frequency Annual Healthy & Active Adults Brentwood, Franklin, West Davidson Families HHI $75k+ Brentwood, Franklin, West Davidson Reach 29,000 Penetration 44% Frequency 3.1 Reach 88,400 Penetration 56% Frequency 3.6 Reach = 4 Daily Tennessean, 1 Williamson AM, Tn.com

  19. Campaign Strategy: 4 Week Reach & Frequency Grand Opening Healthy & Active Adults Brentwood, Franklin, West Davidson Families HHI $75k+ Brentwood, Franklin, West Davidson Reach 20,000 Penetration 30% Frequency 2.8 Reach 68,600 Penetration 44% Frequency 2.8 Reach = Daily Tennessean, 2 Williamson AM, Tn.com

  20. Let’s Review The Media Plan In Detail

  21. Contact Charisse Claiborne 1100 Broadway Nashville, TN 37203 615-726-8934 615-767-6470 cclaiborne@tennessean.com

  22. Sources • Scarborough 8 County Area (Age 18+ Base: 1,136,700) • TVB/Yankelvich “How Media Works”, April 2009 • Compete.com • Comscore • MarketingCharts.com • AdMall

  23. Appendix Your Solution Benefit

  24. Media Landscape – Traditional Media Daily Reach Age 18+/8 County Area 1 Ad 10 Ads 30 Ads 5 Ads Source: Scarborough

  25. +14% Reach Unduplicated Community Papers 53% Reach Tennessean Community Newspapers 67% total adults 18+ Nashville 8 county area every week with Tennessean and Community Newspapers

  26. Media Landscape – Digital Media Total Unique Visitors Total US Top 3 Radio Stations Source: Compete.com-Sept 2010

  27. Preprints/Inserts 73% of adults read preprints in past 7 days 49% used an insert to plan shopping decisions 45% look at most inserts in Sunday newspaper

  28. E-Mail Marketing • Nearly two-thirds of consumers said they had made a purchase because of a marketing message received through email. • 92% of consumers have opt-in for Email. • 84% of people enjoyed receiving email from a company when they registered for it. Source: Jupiter Communications http://www.sandiegomedia.com/email-marketing-benefits, e-marketer 2008, Exact Target 2008 Channel Preference Survey

  29. MomsLikeMe.com 100,000 page views every month Target:Women with children Content:Social networking and information portal designed to meet the needs of both stay-at-home and working mothers. Women can share information, ask questions and connect with one another • Mom-to-Mom forums • Calendar of family-friendly events • Photo galleries & videos

  30. Right Message: Concept Details “Mystery Cart.” • Have a shopping cart(s) filled with an assortment of groceries • Shoppers guess total value of shopping cart(s) • Closest guess wins • Promote with giant digital “?” • Could also send out targeted email or print blast with “?” promo “Favorite Item Tweet Up.” • Have a giant screen/television at the entrance, or just outside the entrance • Have patrons Tweet their favorite grocery item they purchase, OR their favorite Whole Food specific item • Must include the hashtag “wfmcewen” • Post tweets with that hastag on big screen so patrons can see them • Select every 20th tweet (or however you like) and give them their item free “Facebook Check In.” • Offer promotional discount to anyone who checks into Whole Foods McEwen on that/those dates(s)

  31. Right Message: Concept Details “April Showers Bring May Power Hours!” • Incentivize shoppers to visit your store during its slowest times with “Power” Hours • During power hours: • Offer discounts when entire ingredients list is purchased for suggested recipes • Recipes could be in advertisements, on social media, disseminated in store • Could possibly use those from “400 Calorie Dinner” contest • Place a big green “WF” (for Whole Foods) on mystery items that make those items buy 1 get 1 free (or some other discount) • Have local nutritionists or chefs prepare dishes using Whole Foods branded items • Cross promote with nutritionists/restaurant cooks to incentivize these specialists to participate • Offer discount when items from their dishes are purchased • People who bring in reusable bags—from any store—get .$75 (or more) off per bag (limit 4?) instead of usual discount • Promote Power Hours with advertising

  32. Right Message: Concept Details “400 Calorie Cook Off.” • Run advertisements soliciting recipes for 400 calorie dinners • 1 main component (i.e. chicken, fish, tofu, etc.) • 2 sides • Beverage other than water • No bread or salad • Select 5-10 winners • Have them prepare meal in cooking area • Promote with advertising • Have patrons taste and vote • Winner(s) get gift certificates, as well as recipes posted on Facebook page or other public viewing area

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