https://www.jhs-pr.com/projects daily 0.75 2020-03-09 https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5d8664baa4d92a619bc40f60/1569088698506/ Projects https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5d7d6cd625734e4ae9cc928d/1568500950093/ Projects https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5e619991051e7e4ae4530896/1583454619805/TLF+P%26G+Monday.jpeg Projects https://www.jhs-pr.com/work daily 0.75 2020-10-02 https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5582c0b20a15a14186651/1589991665351/Screen+Shot+2020-05-20+at+12.13.22+PM.png Work For station/office employees, they will receive Thank You notes from their management team. A short video featuring FedEx CEO, Frederick Smith, as well as key members of FedEx Senior Management will play on breakroom monitors, thanking employees for all of their efforts during the busy holiday season. Snacks/drinks will be provide to all locations. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec54eb0c253265ff6b5978c/1590094413573/Employee-recognition-1-1.png Work - BUSINESS CHALLENGE How can FedEx create an employee advocacy program which promotes a positive brand image and recognize the efforts of their employees during the busiest time of the year? https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5626533c8ba5373cfd22f/1589994095814/Screen+Shot+2020-05-20+at+12.53.59+PM.png Work Utilizing the #whywedeliver hashtag, employees ideally would advocate via Instagram, Twitter, Facebook and the FedEx intranet site. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec85100cbee646b5003b8d0/1590186334856/KPIs.jpeg Work - KEY PERFORMANCE INDICATORS * 10,000+ social media impressions utilizing #whywedeliver. * Increase in employee engagement and advocacy. Measured by employee survey prior/after campaign. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec54fd04ade7e3f8b530b37/1590094420937/shutterstock_307966523-small-810x356.jpg Work - BUSINESS OBJECTIVE Promote a positive brand image by providing an outlet for employees to provide recognition to colleagues that go above and beyond to provide exceptional service to the internal/external customers of FedEx. Also, the company wants to show its appreciation to the employees for their hard work during the holiday season. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ecac1953bbee218eda6edd6/1590346141584/Screen+Shot+2020-05-24+at+2.48.15+PM.png Work - What We Deliver Campaign The program will provide FedEx employees with tokens of appreciation from Senior Management. By creating the hashtag, #whywedeliver, employees will be able to advocate for FedEx and share the aspects of the company they feel make it one of the top places to work in the US. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec3ed4143d8d47c78075874/1589898574997/fedex-shipping-rates_shipware.jpg Work - BRAND BACKGROUND FedEx Corporation is an American multinational delivery services company headquartered in Memphis, Tennessee. The company is known for its overnight shipping service and pioneering a system that could track packages and provide real-time updates on package location, a feature that has now been implemented by most other carrier services. Employees are the busiest during the November-January holiday season. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec555a98abd6445f74b3ff2/1589991632228/Fedex+station.jpg Work To provide couriers with time for relaxation, 2-3 FedEx trucks at each hub will be converted to spaces which will provide them with spaces to relax on their breaks, and enjoy snacks/drinks. A short video featuring FedEx CEO, Frederick Smith, as well as key members of FedEx Senior Management will play on monitors in the trucks, thanking the couriers for all of their efforts during the busy holiday season. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5b62bf8e4cd0aa59def96/1590015583609/INSIGHT.jpg Work - INSIGHT Brands have taken the trend of drinking less as a sign that people no longer want to consume liquor. This isn’t necessarily the case. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5b4bea414675b19b27743/1590015183917/Research.jpg Work - RESEARCH * Growth of non-alcoholic menu offerings on menus has grown 200%. * 66% of Millennials are making an effort to drink less. * Majority of non-alcoholic brands have jumped on the “Sober Curious” & “Dry January” bandwagons. * People are still drinking, but want to drink less. Brands are interpreting this as a desire for sobriety. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec8452b83adba6fbbcd63fb/1590183223080/KPIs.jpeg Work - Key performance indicators * 20% increase in sales across on/off premise and e-commerce. * 25% increase in traffic across Seedlip social media platforms * 100,000 minimum impressions via Twitter with the #seedliptrolls hashtag * Media placements in TimeOut, Buzz Feed, HuffPost https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5a9ae35bd565c8db06f2a/1590012341301/Seedlip.jpg Work - BRAND BACKGROUND Spirits powerhouse Diageo acquired a majority shareholding in United Kingdom based, non-alcoholic spirit Seedlip in August 2019. Diageo wants to create a campaign to launch Seedlip in the United States. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ecabc3db6e5372e0e01d9e6/1590344773452/Screen+Shot+2020-05-24+at+2.25.32+PM.png Work - kill sober curiosity Consuming Seedlip should be about a cultural shift, not a trend. The campaign is divided into three phases: Flood: Increase Visibility, Blackout: Create Scarcity, Whenever: Moderation. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5c2b7187a953542a6090c/1590018751116/Screen+Shot+2020-05-20+at+7.51.09+PM.png Work Studies show that by Jan 15th, people loose interest in Dry January. We want people to utilize the hashtag, #seedliptrolls to call out their friends who abandon their plans for Dry January. The social media posters will be Cocktail Enthusiasts, micro influencers for the brand. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5b7afbd11b2485ce1ae34/1590015933877/online-message.jpg Work - Message Take a stand against moderation being turned into something trendy. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5c18e76ac1649aa54df65/1590018520194/Screen+Shot+2020-05-20+at+7.47.08+PM.png Work - Blackout: Create Scarcity Beginning Jan 1st, Seedlip goes dark. All product is pulled from shelves and sales will cease until February 1st. Leaving all of the people participating in Dry January without Seedlip. This is an unprecedented move for the spirits industry. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5bfa6a6c50a7acacf89d2/1590018071167/Screen+Shot+2020-05-20+at+7.38.53+PM.png Work Bars will be filled with Seedlip promotional items. Seedlip representatives will visit bars with product samples. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5c0ab4a9f5f2e2b03c4c0/1590018228741/Screen+Shot+2020-05-20+at+7.43.14+PM.png Work Announce influencer marketing component utilizing mega influencers to usher in the New Year with pop-ups in NYC and LA. Target media such as BuzzFeed, Time Out & HuffPost. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5c67da2e1550643a29622/1590019721322/Screen+Shot+2020-05-20+at+8.08.13+PM.png Work - Whenever: Moderation February 1st, Seedlip returns to stores and bars across the country. The Seedlip Truck will travel across the country, holding Seedlip Masterclasses at venues in target cities like Austin, Las Vegas and Miami. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec5be3b35bd565c8db4934a/1590017614858/Screen+Shot+2020-05-20+at+7.32.57+PM.png Work - FLOOd: increase visibility Off premise retailers will be flooded with stock of Seedlip. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec2e188b46d176b17888cc9/1590094479434/INSIGHT.jpg Work - INSIGHT Consumers focus on the new features that a mobile device provides, and not how they should discard their old device. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec463ac64ea0613768e071f/1590094486711/android+messages.jpg Work - MESSAGE Samsung is an innovative and sustainable electronics brand who not only values cutting-edge technology, but also values social and environmental commitment. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec84a6883adba6fbbce8235/1590184568745/Screen+Shot+2020-05-22+at+5.55.32+PM.png Work The hashtag would be used for posts across all social media platforms and can live past the life of the campaign. The hashtag can be used after the run of the campaign and continue to live via posts to social media. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec84aecc6e2155915e124d2/1590184695187/KPIs.jpeg Work - Key performance indicators * 15% increase in social media engagement across all platforms. * 20% increase in electronics recycling at Samsung authorized retailers. * 5% sales increase for first quarter of campaign. * Placements in Rolling Stone and HuffPost regarding the Hologram Concert and PSA production. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec2de6c9cc90f48ede67b64/1589829359672/samsung-galaxy-a50-black-dual_1.png Work - BRAND BACKGROUND Samsung is considered one of the world’s largest tech companies. Mobile devices have become one of the company’s most important income streams. Sales of mobile devices manufactured by Samsung, as well as their competitors, declined in 2018. Electronics waste is also a serious issue affecting the mobile device industry. Only 15-20% of mobile devices are recycled each year, compared to about 70 % of discarded mobile devices which could be reused. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec849e676c7027645e46e8d/1590184444173/Screen+Shot+2020-05-22+at+5.53.21+PM.png Work Leveraging the audience’s love of music and utiling a newly patented holographic technology created by Samsung. As influencers, Maroon 5 and Drake would record a PSA, informing viewers of the negative effects of electronics waste and the importance of electronics recycling. Media impressions in outlets such as CNET, Rolling Stone & HuffPost. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec433aed643c449b4dedf01/1590094462304/electronics-recycling.jpg Work - BUSINESS CHALLENGE How can Samsung capture additional marketshare by elevating e-waste and electronics recycling as a top of mind issue for mobile device shoppers? https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ec434c36466910db8a17ee6/1590094469757/Research.jpg Work - RESEARCH The following are results of quantitative research involving mobile device users. * Listening to music is a top task of mobile device users. * Product quality and technological advances are the main values for selecting a mobile device. * None of the respondents selected “Environmental Sustainability” as a value when choosing a mobile device brand. https://static1.squarespace.com/static/5d4ed55da6733e0001b7df01/t/5ecac08f9259ee3d45ac5b53/1590345877417/Screen+Shot+2020-05-24+at+2.43.59+PM.png Work - #saveplanet The goal of the campaign was to increase marketshare of Samsung mobile devices and educate the consumer regarding electronics recycling. 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