Campaign Overview

Confidential (c) Sq1 2011 1Sq1Agency.com

Confidential (c) Sq1 2011

Campaign Overview

Sq1Agency.com 2

November 4, 2011 Sq1 will be launching a multi-channel campaign for Jiffy Lube in the Seattle area.

Channels Include- Owned Assets – Email Subscribers +220K,

Facebook Page, Twitter Account- Paid Search- Online Display

The Campaign has a four-pronged goal:1. Ignite communities with campaign awareness 2. Drive Conversions3. Nurture Consumers4. Build a Jiffy Lube Optimization Model that allows

for continuous improvement

Confidential (c) Sq1 2011 3

LANDING PAGE

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Campaign Assets – Landing Page

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Owned and paid media will link shoppers to a landing page. The landing page will allow users to share coupons via Email, Facebook or Twitter for a maximum savings.

- Share and Save – Shoppers can get $15 off of an oil change

-Non Share Coupon – Shoppers can get $10 off of an oil change

Thank You Page


Campaign Assets – Landing Page

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URL: http://www.groupsave.com/JiffyLubeSeattle

Remaining landing page changes will be developed after creative is approved.

http://www.groupsave.com/JiffyLubeSeattle



Campaign Assets – Landing Page - Widget

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URL: http://www.groupsave.com/JiffyLubeSeattle

Remaining landing page changes will be developed after creative is approved.




COUPONS

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Campaign Assets – Landing Page $15 Coupon

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Disclaimer on coupon: COUPON REQUIRED. No appointment necessary. Regular price varies. Service Includes: oil (up to five quarts of quality motor oil), oil filter, Lubricate chassis (when applicable), check and fill five vital fluids, check Wiper blades, air filter and tire pressure, inspect serpentine belt, Antifreeze/Coolant Reservoir level, exterior lights, vacuum interior floors And clean exterior windows. Additional charge for high mileage, synthetic Blend or full synthetic oil. Coupon expires 02/15/2012. Code TQGN42.

This coupon will be displayed for print when users share the offer on the landing page.

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Campaign Assets – Landing Page $10 Coupon


This coupon will be displayed for print when users choose not to share and take a lower value coupon.

Disclaimer on coupon: COUPON REQUIRED. No appointment necessary. Regular price varies. Service Includes: oil (up to five quarts of quality motor oil), oil filter, Lubricate chassis (when applicable), check and fill five vital fluids, check Wiper blades, air filter and tire pressure, inspect serpentine belt, Antifreeze/Coolant Reservoir level, exterior lights, vacuum interior floors And clean exterior windows. Additional charge for high mileage, synthetic Blend or full synthetic oil. Coupon expires 02/15/2012. Code 4BPEJ2.


Campaign Assets – Facebook $15 Coupon

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This coupon will be available to Facebook Fans of Heartland Jiffy Lube.

Disclaimer on coupon: COUPON REQUIRED. No appointment necessary. Regular price varies. Service Includes: oil (up to five quarts of quality motor oil), oil filter, Lubricate chassis (when applicable), check and fill five vital fluids, check Wiper blades, air filter and tire pressure, inspect serpentine belt, Antifreeze/Coolant Reservoir level, exterior lights, vacuum interior floors And clean exterior windows. Additional charge for high mileage, synthetic Blend or full synthetic oil. Coupon expires 02/15/2012. Code ME3W52.


Campaign Assets – Nurture Email $12 Coupon

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This coupon can be downloaded via an email that will be sent out to users via email in 30 day intervals after they have shared a $15 off coupon with friends.

Disclaimer on coupon: COUPON REQUIRED. No appointment required. Regular price varies. See stores for exclusions and details. Coupon must be printed and presented at time of service. Coupon expires 2/15/12. Code VKTVY2.


EMAIL

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Campaign Assets - Email

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Sq1 has designed 4 emails for the 3Month pilot campaign.

- Initial Email: To be sent to Jiffy Lube email subscribers at the launch of the campaign.

- Shared Email: To be sent to consumers friends when the $15 offer is shared.

- Download Coupon: To be sent when a user successfully shares a coupon.

- Nurture Coupon: To be sent out 3 times in 30 day intervals to users who participated in the sharing campaign in the past 30 days.


Campaign Assets – Initial Email

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Disclaimer at bottom of email: *$15 off Valid on conventional motor oil only, additional charges for blend, synthetic or other specialty oils. **Not valid with any other offers or promotions including Manager's Specials, Early Bird Discounts, or any other advertised price. Jiffy Lube Signature Service® Oil Change includes: Up to 5 quarts or quality motor oil, oil filter, inspection and top off of five vital fluids, wash - exterior windows and vacuum interior floors.


Campaign Assets – Sharing Email

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Campaign Assets – Download Coupon Email

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Campaign Assets – Nurture Email

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Disclaimer at bottom of email: COUPON REQUIRED. No appointment required. Regular price varies. See stores for exclusions and details. Coupon must be printed and presented at time of service. Coupon expires 2/15/12. Code VKTVY2.


PAID SEARCH

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Campaign Assets – Paid Search (Branded)

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Keyword Sample

- Jiffy Lube- Jiffy Lube.com- Jiffylube- Jiffy Lube Services- Jiffy Lube Seattle- Jiffy Lube Signature Service

Version: AJiffy Lube $15 Off CouponPrint Coupon and Save $15 On YourJiffy Lube Oil Change. Print Today!groupsave.com/jiffylubeseattle

Version: BJiffy Lube $15 Off CouponShare Coupon and Save $15 On YourJiffy Lube Oil Change. Share Today!groupsave.com/jiffylubeseattle

Text Ads

Sq1 will be performing an A/B test for all text ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing.

Geo Location: Seattle Washington Area

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Campaign Assets – Paid Search (Oil Change)


Keyword Sample

- Oil Change- Synthetic Oil Change- Car Oil Change- Automobile oil change- Oil Change Discount- Oil Change Coupons

Version: A$15 Off Oil Change CouponPrint Coupon and Save $15 On YourJiffy Lube Oil Change. Print Today!groupsave.com/jiffylubeseattle

Version: B$15 Off Oil Change CouponShare Coupon and Save $15 On YourJiffy Lube Oil Change. Share Today!groupsave.com/jiffylubeseattle

Text Ads



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Campaign Assets – Paid Search (Competitors)


Keyword Sample

- Firestone- Meineke.com- Goodyear Auto Service- Seattle Auto Service- Midas Seattle

Version: A$15 Off Oil Change CouponPrint Coupon and Save $15 On YourJiffy Lube Oil Change. Print Today!groupsave.com/jiffylubeseattle

Version: B$15 Off Oil Change CouponShare Coupon and Save $15 On YourJiffy Lube Oil Change. Share Today!groupsave.com/jiffylubeseattle

Text Ads




DISPLAY ADS

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Campaign Assets – Display Ads A 350x200


Sq1 will be performing an A/B test for all display and remarketing ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing.


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Campaign Assets – Display Ads B 350x200




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Campaign Assets – Remarketing Ads A 350x200




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Campaign Assets – Remarketing Ads B 350x200




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FACEBOOK

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Campaign Assets – Facebook Landing Tab


Sq1 will develop a dynamic landing tab for the Heartland Jiffy Lube Facebook Page. Fans and Non-fans will see the following tabs when visiting the Facebook Page.

Non-Fan Landing Tab Fan/Coupon Landing Tab

Disclaimer at bottom of Tab: *$15 off Valid on conventional motor oil only, additional charges for blend, synthetic or other specialty oils. **Not valid with any other offers or promotions including Manager's Specials, Early Bird Discounts, or any other advertised price. Jiffy Lube Signature Service® Oil Change includes: Up to 5 quarts or quality motor oil, oil filter, inspection and top off of five vital fluids, wash - exterior windows and vacuum interior floors.

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Campaign Assets – Facebook Sweeps Tab


Sq1 will develop a Sweepstakes tab that asks for information from users to be entered to win a $250 Gift card from Shell.

Disclaimer at bottom of Tab: NO PURCHASE NECESSARY. Sweepstakes begins on 11/9/11 12:01 AM CST and ends on 2/8/12, at 11:59 pm CST. Open only to legal residents of the 50 US (and DC), 18 or older. Void where prohibited. See Official Rules for complete details.

OFFICIAL RULES INCLUDED IN FACEBOOK ASSETS FOLDER AS A WORD DOCUMENT.

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Campaign Assets – In-Store Card


Sq1 will design an in-store card that leads visitors to the Facebook Page to become fans and to print a $15 Off Oil Change Coupon.

39Sq1Agency.com Confidential (c) Sq1 2011

Thank YouErnie Capobianco / [email protected]

Documents

Campaign Overview