Brand: Dunkin Donuts Mobile Provider: NewAge Marketing Dates: 04/17/08 04/20/08 05/02/08 - 05/06/08 Overview: Two highly targeted outbound text messaging campaigns, geo targeted by zip code, offering free coffee and free donuts via mobile coupons to an opted-in database of mobile users in South Florida Objective: Drive in-store traffic to South Florida Dunkin Donuts Summary: ? First Outbound Mobile Campaign: o Date sent: 04/17/09 -04/20/08 o Number of messages sent: 504 o Participating Dunkin Donuts: 8 o In-store redemption rate: 27.3% (or 138 redeemed coupons*) ? Second Outbound Mobile Campaign: o Date sent: 05/02/08 05/06/08 o Number of messages sent: 3993 o Participating Dunkin Donuts: 19 o In-store redemption rate: 31.5% (or 1258 redeemed coupons*) *- based on POS reports (where measured) FREE DUNKIN DONUTS Small Coffee! No purchase required - 8394 SW 40th St, Miami 305207-6890 Exp. 04/21 Reply Exit 2 Stop FREE DUNKIN DONUTS Iced or Hot Coffee! No purchase required. 4271 N Ocean Dr, Sea Ranch Lakes 954-783-6815 PLU#916 Exp. 05/05 Reply Exit 2 Stop DUNKIN DONUTS Buy any size coffee GET 2 DONUTS FREE!! 22807 St Rd 7, Boca Raton 561852-0102 PLU#916 Exp.05/09 Reply Exit 2 Stop. First Campaign 04/17/2008 Second Campaign 05/02/2008 "In Partnership with CellForce" Campaign Details: Dunkin Donuts implemented two highly targeted outbound mobile coupon campaigns to their South Florida retail locations in an effort to drive in-store foot traffic. The cell numbers were pulled from an opt-in database of highly filtered and qualified mobile users, geo targeted by zip code. Each zip code has its own unique customized message that included the address and phone number to the nearest participating Dunkin Donuts. Providing the consumer with customized retail information (phone, address) makes the nearest Dunkin Donuts easy to find, thus increasing the odds of redemption. More importantly, it solves the Dunkin Donuts issue of participating franchises versus nonparticipating franchises. Each text message also included a highly compelling offer (free coffee), the POS code for redemption purposes, a fast-approaching expiration date to encourage consumers to act quickly, and the ability to opt-out. Prior to campaign launch Dunkin Donuts managers and employee were properly trained on what to expect and how to redeem. Due to these factors the campaign achieved a 27.3% in-store coupon redemption rate, making this a highly successful campaign. Due to the overwhelming success of the first campaign, Dunkin Donuts implemented a second, and much larger mobile campaign. This campaign achieved a 31.5% redemption rate (based on cash register reports where such reports could be obtained). Keys to Success: ? Highly targeted, filtered, and qualified database of opted-in mobile users, sorted by location ? Store front and drive-through stickers announcing mobile coupons are accepted at this location ? Street address and phone number of nearest participating store included in each text message ? Compelling Offers Free coffee offered in first text campaign and free donuts w/ purchase of coffee offered in second text campaign ? In-store training to management team and employees ? Utilized Dunkin Donuts P.O.S codes for tracking purposes ? A coupon expiration date further driving the client to the retail location by a specific date About NewAge Marketing: Utilizing one of the most comprehensive marketing technology offerings today, NewAge Marketing specializes in innovative and successful mobile solutions for brands and advertising agencies. Mobile expertise, industry leading databases, proven marketing methodologies and sheer speed sets NewAge Marketing apart from other offerings. From SMS to the most advanced client-driven solutions, NewAge Marketing delivers fast, successful mobile campaigns. Our differences are our strengths: ? Better Data - 100 million qualified and verified cell phone numbers, sorted by demographics, location and preferences "In Partnership with CellForce" ? ? ? ? Greater Reach - Messages sent to the
New Age Marketing Case Studies Page 1 of 2 CLIENT: SAVAGE ENERGY DRINK VIEW PHOTO GALLERY BUSINESS OBJECTIVE: Promote SAVAGE ENERGY DRINK Offers to College Students on Client Selected College Campuses. Place High Volume Of Advertising Materials On Location Media STRATEGY: Creative Print/Sampling Copy Offering A Call To Action To Visit local Stores were drink was sold Call To Action Student Discount MARKETS: Jacksonville, FL & Atlanta, GA TIMING: 4 Month Spring Brand Awareness – Call To Action MESSAGE: NEW. GET OUT ON THE PROWL WITH SAVAGE ENERGY. UNIQUE 16oz BOTTLE. SAVE 50 CENTS ON YOUR NEXT PURCHASE OF ONE BOTTLE OF SAVAGE ENERGY OR SUGAR FREE SAVAGE ENERGY. PROGRAM ELEMENTS: Postering: 8 Campus Visits (4 Months) 2,375 11 X 17 Posters Doorhangers: Two Rounds at Each College. Staggered Distribution (2x per campaign) 42,674 4 x 9 Door Hangers College Website: www.CollegeMarketPlace.com NAM SERVICES: Identified School Criteria Assigned School Availability Client Designed/NAM Approved/ Printed Media Shipped Materials To NAM Warehouse For Processing/Sorting/Shipping To Agents Utilized 25 AGENTS For On Campus Distributions Targeted Distribution (Student Union-Mail Rooms-Dorms-Academic Buildings) Wave Photo Tracking Verification - Results EXPOSURE ANALAYSIS: RESULTS: School Statistics (totals) 157,149 COLLEGE MARKETING SERVICES: Campus Posters CollegeMarketPlace.com DoorHangers Printing & Design THE SCHOOLS: Jacksonville, FL & Atlanta, GA Emory University Life University Kennesaw State University Georgia State University Georgia Institute of Technology-Main Campus Morris Brown Morehouse College Clark Atlanta Oglethorpe University Devry University Florida Metropolitan-Jacksonville Florida Community College-Jacksonville University of North Florida Jones College Edward Water Saint Johns River Keiser College Florida Agricultural and Mech http://www.collegiatepromotions.com/casestudies/casestudy_savage.html 5/29/2008 New Age Marketing Case Studies Page 2 of 2 Average number of students Number of days in sponsorship (maximum) Total number of students per 60 sponsorship days Number of colleges Total number of visits per run dates Average number of gross Impressions Per VISIT Per Poster TOTAL GROSS IMPRESSIONS PER CAMPAIGN PROGRAM RESULTS: SUCCESS – ROI met or exceeded expectations. 922 x 60 55,320 x 18 995,760 8.7 8,663,112 Copyright 2008 NewAge Marketing, Inc. All Rights Reserved. Design: EO Design Studio, Inc. http://www.collegiatepromotions.com/casestudies/casestudy_savage.html 5/29/2008
Case Study: Client: Access Group STUDENT LENDING The NAM Case Studies PowerPoint is dedicated to past client program and the results the promotions generated. NewAge Marketing -50 Sutton Avenue East Providence Rhode Island 02914 Voice 401-431-0771/ Fax 401-431-0774/ www.CollegiatePromotion.com Case Study: Client: Access Group Student Lending Business Objective: Promote Access Group Student Loans to target specific Law & Medical Graduate and Undergraduate students on client selected college campuses. - Placed high volume of visible advertising materials, location media & one to one interaction programs. STRATEGY: "Creative Print, OOH Media, Sampling, Brochures, and Flash Drives "Create awareness and BUZZ on campus for Law, &Medical graduate and undergraduate students about Access Group Student Loans. MARKETS: "National Diverse Cross Sections of Colleges & Universities 56 Campuses TIMING: "2.5 Months Spring Brand Awareness MESSAGE: " I know Access Groups student repayment option will work for me and my future goals. Nice. " I know Access Groups got my back. I mean what student loan company tells you to borrow as LITTLE as you need? " Your job is to go after your dreams. Ours is to help you get there. PROGRAM ELEMENTS: " Postering: 6 Campus Visits (2.5 Months) 12,938 11 X 17 Posters " Media Posters: 6 Campus Visits (2.5 Months) 1,035 36 X 48 Posters " 3D Kiosks: Big 4 Lama two sided (18.5x60); Lama Big 18.5 x 60/75 - Open size (16 x18.5 folded) with 1/C printed foot support" Sampling-One-To-One Interaction: 100,000 Brochures (56 Schools) " Sampling One-To-One Interaction: 50,000 Flash Drives (56 Schools) " College Website: www.CollegeMarketPlace.com Case Study: Client: Access Group IMPORTANT LINKS: " www.accessgroup.org/lawstudents " www.accessgroup.org/medstudents NAM SERVICE PROTOCOLS: "Identified School Criteria With Client "Assigned School Availability & Program Selections "Client Designed/NAM Approved/ NAM Printed ALL AD Media "Shipped Materials To NAM Warehouse For Processing/Sorting/Shipping To Agents Per Assigned Detailed Scheduling "Utilized 22 Professional AGENTS & 42 Student Ambassadors For On Campus Distributions as well as On-Campus EXCLUSIVE Networks "Targeted Distributions (Graduate Students-Law Buildings-Law Centers-Law Libraries-Medical Buildings-Medical Libraries-Undergraduate-Political ScienceGovernment Buildings-Science Buildings) "Wave Photo Tracking Verification CLIENT RESULTS!!! Exposure Analaysis: Average number of students Number of days in sponsorship (maximum) Total number of students per 60 sponsorship days Number of colleges Total number of visits per run dates Average number of gross Impressions Per VISIT Per Poster Total gross impressions per campaign 922 x 75 69,150 x 56 3,872,400 8.7 33,689,880 Program Results: "SUCCESS Client was amazed by the amount of interest generated via SUCCESS sampling and signage programs as evidenced by traffic driven to their website. ROI exceeded expectations in terms of loan volume generated. Results: School Statistics Enrollments (totals) 215,535 College Marketing Services: Campus Creative TARGETED Poster MEDIA CollegeMarketPlace.com TOTEM KIOSK DISPLAYS Strategically Placed Media Posters -36 x48 Wall Based Media Sampling-Student Intercept One-To-One Programs Brochures- Student Intercept One-To-One Programs Flash Drives- Student Intercept One-To-One Programs Printed ALL Client Media ADS The Schools: American University Washington College of Law Ave Maria School of Law Boston College Law School Brigham Young University Catholic University of America Columbus School of Law Duke University Emory University George Mason University School of Law George Washington University Law School George Washington University School of Medicine & Health Science Georgetown University School of Medicine Golden Gate University School of Law Harvard University Illinois Institute of Technology Chicago - Kent College Law Louisiana State University & Ag & Mech & Hebert Laws Center Loyola Marymount University Law
School of Law University of Florida University of Georgia University of Houston Law Center University of Illinois At Urbana-Champaign University of Maryland Baltimore School of Law University of Maryland Baltimore School of Medicine University of Massachusetts Medical School University of North Carolina At Chapel Hill University of Pennsylvania University of Texas At Austin University of Texas HSC Houston Medical Program University of the District of Columbia School of Law University of Washington University of Wisconsin-Madison Wayne State University College of Law Wayne State University School of Medicine Whittier College Whittier Law School Wall Based Media – Media Poster Totem Kiosks Cork Board Poster Media Kiosk-Mail Room Inserts Poster Media Outside Kiosk-Posters Brochure Distribution Brochure-Flash Drives Sallie Mae- Posters Campus Door/Sallie Mae Posters Campus Door/Sallie Mae Posters
Kid Club Marketing
