Biggby coffee final presentation

Editor's Notes

1. Biggby Coffee integrated partnership with Crain’s Detroit Business that will result in a lead generation database for new monthly coffee service, gift cards and potential franchise owners.
2. Primary Goals: Lead gen to develop BtoB relationship with business owners to promote new office coffee service, employee & client gift cards. Secondary Goals: Lead gen to introduce the idea of Biggby Coffee franchise ownership to small business owners/entreprenuers.
3. Target Audience: Crain’s Detroit Business primary audience of small business owners, entrepreneurs & sales professionals through sponsorship of Crain e-newsletter, online ads, social media and events.
4. Partnership Strategy e-newlsetter/mobile: Crain’s Michigan Morning e-newsletter/mobile sponsorship includes 300x250 ads on e-newsletter and ad (1 of only 2 advertisers) on mobile. Ads promote interaction with Crain readers to:Sign up 10 people in your office for the free daily e-newlsetter and enter to win Biggby office coffee service for a month free. Lead gen sign ups. Interaction with Crain readers also involves buy an annual $29 online subscription for www.crainsdetroit.com and receive a free Biggby/Crain coffee mug and a $20 gift card. Results lead gen based on sign ups.
5. Partnership Strategy events/grass roots: Plus with your online subscription get $5 off your ticket to Crain’s Detroit Business Salute to Entrepreneurs event sponsored by Biggby Coffee. Event sponsorship also includes Biggby logo on nomination form for Salute to Entrepreneurs, logo on all print ads and online promoting attendance at the event. Logo on all signage at the event and podium time during the awards presentation and opportunity to co-moderate winners panel with member of Crain editorial team. (Biggby participant must be approved by editorial)
6. Partnership Strategy social media: Biggby will sponsor one Crain story per week on www.crainsdetroit.com Twitter feed and one on Crain’s Detroit Business Facebook page. Crains editorial will choose stories that are positive, small business oriented new stories. Sponsorship will include Biggby logo on each featured Crain story & words “free coffee”. Click on free coffee and register for monthly drawing for free Biggby coffee service for one month for up to 10 people. Biggby will have upsell opportunities for businesses that win the free coffee service and have more than 10 people. Social media ads on Facebook and Linkedin geo-targeting Michigan business and sales professional to buy client and employee appreciation gift cards.
7. Partnership strategy online video: Run of sight franchise videos on www.crainsdetroit.com. Video will play in the upper right hand 300x250 ad position on crainsdetroit.com. to attract viewer attention. Views click on video and audio is then activated so as not to be obtrusive to the user experience. Video content with links encourages the following action: download brochure for franchise Discover Days, signup for Discover Days classes or email a question to owner Bob Fish.
8. Partnership Strategy webinars: Quarterly webinars on franchising promoted in Crain’s Detroit Business print, online and e-newletters for 6 weeks priced at $8800 per webinar. This is an outstanding value because if Biggby was to buy the 6 weeks of ads it would cost them $36,400.
9. Campaign/Timeline: Budget $214,600 net. Online:Jan-Dec 2013. Crain’s Michigan Morning e-newsletter sponsorship-$60,000, Franchise video-ROS-crainsdetroit.com-$49,400, Quarterly webinars on crainsdetroit.com $35,200, Social Media:Jan-Dec 2013: $45,000. Sponsored stories on Twitter & Facebook, Targeted ads on Facebook & LinkedIn. Event:June 2013-$25,000-Title sponsorship for Crain’s Salute to Entrepreneurs.
10. Measurement: 1.Number of people sign up for franchise Discover Days 2.Number of people who register for quarterly franchise webinars on Crain’s 3.Clicks and views of franchise videos 4.Download franchise brochure database, register for franchise classes and emails to Bob Fish 5.Registration for free Crain’s Michigan Morning e-newsletter 6. conversion of winners of free coffee service to paid 7.Number of attendees at Salute to Entrepreneurs event 8.Clicks from twitter, Facebook & LinkedIn to Biggby website to register for chance to win free coffee service.