"The Hunt" proposal for Good Eggs LA. The Hunt is an interactive marketing campaign that will operate in a similar manner as an “Easter Egg Hunt”. Instead of searching for candy, however, customers will search for coupon-containing, oversized eggs bearing the Good Eggs logo. Individuals who locate the eggs can break them open to redeem coupons for discounted orders or even free groceries. These special eggs will be dispersed throughout public spaces within the city of Los Angeles. Social media will play a vital role in this event and will be used to promote the campaign, encourage audiences to participate, and to provide location hints.

1. The Hunt
for

2. The Hunt
is
not
your
normal
marke/ng
campaign.
The Hunt is
different.
The Hunt is
exci/ng,
engaging,
and
interac/ve.
The Hunt is
on…
The Hunt

3. The Hunt
The
Hunt
is
an
interac/ve
marke/ng
campaign
that
will
operate
in
a
similar
manner
as
an
“Easter
Egg
Hunt”.
Instead
of
searching
for
candy,
however,
customers
will
search
for
coupon-­‐containing,
oversized
eggs
bearing
the
Good
Eggs
logo.
!
Individuals
who
locate
the
eggs
can
break
them
open
to
redeem
coupons
for
discounted
orders
or
even
free
groceries.
!
These
special
eggs
will
be
dispersed
throughout
public
spaces
within
the
city
of
Los
Angeles.
Social
media
will
play
a
vital
role
in
this
event
and
will
be
used
to
promote
the
campaign,
encourage
audiences
to
par/cipate,
and
to
provide
loca/on
hints.
!
What
is
The
Hunt?

4. The Hunt
What
are
the
benefits?
The
Good
Eggs
brand
will
be
promoted
as
a
crea/ve,
community
based
company
that
embraces
innova/on
as
a
means
to
market
and
promotes
its
services.
Instead
of
hard-­‐
selling
to
its
customers,
Good
Eggs
uses
authen/c
engagement
to
generate
sales
and
increase
reten/on.
Brand
awareness
will
increase
via
word-­‐of-­‐mouth
and
social-­‐media
“buzz”...
exis/ng
customers
will
get
excited
and
inspired
by
the
campaign,
they
will
share
it
with
others.
Brand
loyalty
will
increase.
New
customers
will
be
created
via
serendipity—as
they
literally
stumble
upon
the
eggs—and
through
exposure
to
enthusias/c
exis/ng
customers.
Good
Eggs
will
be
credited
with:
making
people
excited
and
happy,
geNng
people
outdoors
to
explore
the
city,
being
a
very
cool
company
that
people
want
to
support
and
follow.

5. The Hunt
How
will
it
work?
Customer
segments
will
used
to
iden/fy
appropriate
public
spaces
for
The
Hunt.
The
spaces
should
engage
customers
in
culture
or
explora/on
and
should
be
readily
accessible
by
Metro,
bike
and/or
car.
!
Special
“Eggs”
will
be
distributed
during
non-­‐peak
hours.
This
will
allow
for
a
discrete
drop
offs.
Photographs
will
be
taken
of
the
loca/on
and
used
along
with
clever
copy
to
provide
hints
and
encourage
par/cipa/on.
The
photographs/copy
will
be
posted
to
social
media
channels.
!
Each
“Egg”
will
contain
a
unique
coupon
code
for
tracking
purposes.
The
coupons
should
expire
within
a
1-­‐2
week
period.
This
will
allow
us
to
monitor
which
“Eggs”
have
been
found,
and
which
ones
need
more
hints
before
being
discovered.
!
Customers
will
be
asked
to
post
their
adventures,
their
discoveries,
and
use
a
custom
hashtag
(#GoodEggsHunt)
during
the
process.
This
will
generate
more
reach
and
a
cohesive
media
database
of
The
Hunt.
!

6. The Hunt
What
will
the
Eggs
look
like?
crack me open!
Eggs
will
be
approximately
9”
x
6.5”
Eggs
will
have
the
Good
Eggs
logo
clearly
displayed,
and
a
call-­‐to-­‐ac/on.
Eggs
could
be
white/
cream
colored
for
brand
con/nuity.
-­‐
or
-­‐
Eggs
could
be
variety
of
brighter,
eye-­‐catching
colors.
!
Paerns/Prints
should
be
avoided
as
to
escape
any
Easter
Connota/ons.

7. The Hunt
Where
will
The
Hunt
take
place?
The
Hunt
will
occur
throughout
a
variety
of
public
spaces
in
Los
Angeles.
To
ensure
that
every
customer
segment
has
equal
exposure
to
The
Hunt,
several
categories
of
place
will
be
targeted:
!
!
Parks
• Elysian
Park
• Griffith
Park
• Palisades
Park
• LA
River
Bike
Path
• Runyon
Canyon
!
!
!
Public
Spaces
• Beach
and
Boardwalk
• Sidewalks
and
Staircases
• Farmers
Markets
• Libraries
!
!
!
Cultural
Centers
• LACMA/Museum
Row
• MoCA/Disney
Concert
Hall
• Natural
History
Museum

8. The Hunt
How
can
we
measure
results?
Analy/cs
will
be
used
to
monitor
several
KPIs
during
the
campaign.
These
will
be
compared
to
normal
metrics
to
evaluate
the
campaigns
effec/veness.
!
Business
KPIs
• New
User
Acquisi/ons
• Returning
Customers
• Conversions
• Return
on
Investment
!
!
Vanity
KPIs
• Instagram
Likes
• Re-­‐Tweets
• Facebook
Shares

9. The Hunt
What
will
it
take?
Commitment
to
running
a
4
week
campaign.
!
Administra/ve
access
to
analy/cs.
!
Administra/ve
access
to
organic
channels:
Instagram,
Twier
and
FaceBook.
!
Compensa/on
for
/me
spent
on
campaign.
!
Compensa/on
for
any
mileage
accrued.
!
Compensa/on
for
materials.
!

10. The Hunt
Good
Eggs
is
a
digital
marketplace
that
connects
customers
with
the
best
local
farms
and
foodmakers.
Shoppers
order
online,
and
farm
fresh
groceries
are
delivered
directly
to
their
front
door.
Good
Eggs
is
driven
by
its
mission
to
grow
and
sustain
local
food
systems
worldwide.

11. Personality Values Definition Promise
Good Eggs is like your
favorite vendor at the
local farmers market.
They put a smile on
your face and are
always..
!
Friendly & Familiar
!
Making a Positive
Impact
!
Creating a sense of
community
!
!
!
Social and
Environmental
Responsibility
!
Supports Local
Economy
!
Fair Wages
Safe Workplace
!
Quality,
Trustworthy,
& Healthy
!
An online farmers
market that delivers
fresh food to your
front door.
To provide our
customers with the
highest quality, fresh,
local food available.
The Hunt
Brand
Brief
Understanding
the
Good
Eggs
Brand

12. Empathy
Map
Think & Feel? Hear?
See? Say & Do?
News stories about GMOs and impending
environmental issues - WholeFoods is too
corporate - Other parents send their kids to
school with healthy snacks - Did you know
peaches are in season?
Travel - Exercise - Host dinner parties - Cook at
home - Instagram their lifestyle - Work for
creative or cause oriented companies, or aspire
to - Volunteer - Watch Ted Talks & listen to
Podcasts - Have conversations about social/
political issues
Images of great food and meals on Instagram -
The impact of impact of consumerism on the
environment - Processed and pre-packaged
food is everywhere but fresh food is hard to find
Health conscious - Concerned about
environmental issues - Politically/culturally
informed - Nature oriented - Want to create a
better future - Appreciate art, design, & style.
Gain?Pain?
Price Point: buying local and organic food is
expensive - Time: with their busy schedule, they don’t
have time to go to the farmer’s market.
The best local food, guaranteed or your
money back. Selection is carefully curated
and conveniently delivered to your front door.
Understanding
the
Good
Eggs
Customer
The Hunt

13. Broad Customer Segment
Male and Female
25-65 Years Old
Educated
Optimistic/Altruistic
Professional/Creative
Environmentalist
Socially Conscious
Inspired by Nature
Influencer
Early Adopter
Community Oriented
Outdoorsy/Adventurous
Exercises
Rides a bike
Technologically Adept
!
The Hunt

14. Outdoorsy
Socially
Conscious
Young & Hip
20’s - 40’s
Rides a bike.
Hikes.
Gardens.
Up for a full-day
adventure.
Enjoys camping and
trips to the beach.
!
!
!
!
20’s - 60’s
Culturally/Politically
informed.
Reads.
Attends cultural events.
Visits museums.
Concerned about
environment, the world,
and the future.
20’s-30’s
Hipster.
Artist or Creative Type.
Trendsetter.
Technology driven.
Rides a bike.
Takes Metro.
Explores the city.
!
!
!
The Hunt
Defined
Customer
Segments
Understanding
the
types
of
Good
Eggs
Customer