2. 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

3. NACHOS NAVIDAD®

4. 2014
DIGITAL DASHBOARDS
& REPORTING

5. 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

6. DIGITAL DASHBOARD

8. 2014 PRIMARY OBJECTIVES
Database Growth
Customer Engagement
Digital LSM
Extend reach of digital messaging.
Position Taco John’s and
promotional menu items top of
mind to increase sales and customer
loyalty.
Build local relationships through
local email, mobile and social
strategies.

9. STRATEGIC PILLARS
Presented at September APC




The Power of Brand Love
Personalized Experiences
Six Second Connection
Mobile Decision Points

10. 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)

11. MOBILE DECISION POINTS

12. MOBILE DECISION POINTS

16. MOBILE USE

17. MOBILE WEB VS. APPS

18. COUPON PREFERENCES

19. MOBILE REQUIREMENTS
• Location finder – search by
ZIP or use location services
to show closest locations

20. 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

21. MOBILE REQUIREMENTS
• Interactive menu
• Nutritional information

22. MOBILE REQUIREMENTS
• Loyalty
program/rewards:
– Rewards based on
defined # of visits
– Rewards based on
check-ins

23. 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

24. MOBILE REQUIREMENTS
• Check-ins
and
social sharing

25. 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

26. SUCCESS MEASURES

27. MOBILE: FOCUS ON ENGAGEMENT

28. FHCB MOBILE PLATFORM

29. 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

30. FHCB MOBILE PLATFORM

31. FHCB MOBILE PLATFORM

32. FHCB MOBILE PLATFORM

33. 2014
SOCIAL STRATEGY

34. FACEBOOK SOCIAL STRATEGY

35. TWITTER SOCIAL STRATEGY

36. INSTAGRAM SOCIAL STRATEGY

37. GOOGLE+ SOCIAL STRATEGY

38. YOUTUBE SOCIAL STRATEGY

39. VINE SOCIAL STRATEGY

40. PINTEREST SOCIAL STRATEGY

41. SOCIAL MEDIA WEEKLY
Social Media Weekly
• Transition to Monthly
• Upcoming Email/Mobile
Messages
• Monthly Database
Numbers
• Upcoming Digital Blitz
Info
• Local Digital Messaging
Ideas

42. LOCAL DIGITAL
• Recent Case Studies
Redemption
3.9%
Average 17% open rate
Benchmark 13 – 15% open rate

43. NEW TACOJOHNS.COM
Brain Storming
Discovery Sessions
Simplify
Increase Usability
Backend Improvements
TESTING
Development
TESTING
Launch

44. NEW TACOJOHNS.COM
Analyzing
the
Competition

45. TOTAL BUDGET
$30,000.00
$5,000.00
$33,000.00
Campaign Strategy, Management
& Reporting
Positioning - Getting the Word
Out
$97,000.00
Fan Engagement - Social Media
Building Relationships through
Email & Mobile Messaging - eCRM
$48,000.00
$287,000.00
Blitz Specific Engagement
Miscellaneous