Subway Star Wars Training Manual

December 11, 2015
TRAINING
MANUAL

Highly
Conﬁden7al

ICEBREAKER
ACTIVITY

1.  Tell
us
what
ingredients
you
like
in
your

perfect
made
to
order
Subway
sandwich!

2.  Who
is
your
favourite
Star
Wars
character
&

why?

Which
of
the
6
ﬁlms
is
your
favourite?

SUBWAY
RESEARCH
RESOURCES

We encourage you to visit internet and social media sites using the links below to
learn more about Subway and Star Wars promotions to support the North
American movie launch in theatres on December 18, 2015! It’s going to be huge!
SUBWAY RESTAURANTS
http://w.subway.com/en-ca/
https://www.facebook.com/SubwayCanada
https://twitter.com/SUBWAYCanada
STAR WARS
http://www.starwars.com
https://www.facebook.com/StarWars
https://twitter.com/starwars
http://starwars.tumblr.com
https://www.instagram.com/starwars/
https://plus.google.com/+StarWars/posts
https://www.youtube.com/user/starwars

STAR
WARS
CHARACTERS
FROM
THE
FORCE
AWAKENS

STAR
WARS
CHARACTERS

•  Students will be asked to focus on the following characters from the new movie

CONCEPT
OVERVIEW

What better way to create a strong connection and excitement around both brands
than by creating STAR WARS FOOD ART!
Unique artistic designs will be created leveraging Subway ingredients and the Star
Wars characters we all know and love! Each piece of artwork will be unique in style
and design.
Consumers will have a chance to view the artwork online or at the event locations to
vote on their favourite piece and enter the contest to win a $500 Subway Star Wars
Cash Card and a framed poster of the winning artwork signed by the artist!
This consumer engagement will be so exciting consumers will be inspired to post,
share and talk about it with their friends and families!

SUBWAY
STAR
WARS
FOOD
ART
CONCEPT

IN-STORE PROMOTIONS
With the purchase of a 21oz fountain drink Kids pak glowstick lightsaber

ARTISTS

•  Three Canadian student artists have been challenged to create Star Wars themed art using
sandwich ingredients from Subway
•  The art will promote the Subway Star Wars collector cups and cash cards
•  Each student artist will create two identical pieces of art, one of which will be displayed in Toronto,
the other in Montreal
•  Personal artist statements will be collected from the artist and will be communicated online on the
Facebook contest application

CONSUMER
INTERACTION

•  Brand Ambassadors dressed in Star Wars and Subway branded uniforms will interact and engage
with consumers
•  Brand Ambassadors will deliver key messages and highlight the Star Wars Collector cups & cards
in-store promotion
•  Consumers will be invited to view the art pieces and vote on their favourite as well as enter the
contest
•  Brand Ambassadors will give out a limited number of $5 Subway Gift Cards

CONTEST
DETAILS

CONSUMER CONTEST
•  Start Date: December 17, 2015 at 12:00:01 a.m. EST
•  Contest Ends: December 31, 2015 at 11:59:59 p.m. EST
•  Contest Draw: January 7, 2016 at 2:00:00 p.m. EST
•  Entry Method:
–  Online: www.facebook.com/SubwayCanada
–  At Event: iPad Kiosks
–  At Event & Home: Smartphone NFC
•  Sweepstakes: All consumers who participate in the voting and also entered the contest will be
eligible for the sweepstakes draw to win a grand prize.
•  Winners: 3 winners nationally will be randomly selected
•  Prize: $500 Subway Star Wars Gift Card and the framed poster of the winning Star Wars Food Art,
signed by the artist,
•  Prize Value: Approx. $650.00 CND

CONTEST
DETAILS

ARTIST CONTEST & PRIZING
•  Winner Selection: Selected via popular consumer vote
•  Prize: $500 Subway Star Wars Gift Card, $500 Movie Pass, $1,500 Art Store Card (exact store
TBC).
•  Prize Value: Approx. $2,500CND
•  Artist Payment: Each artist is paid $1,000CND to participate in the contest.

BRAND
AMBASSADOR
KEY
MESSAGING

*Not final subject to changes.
•  Vote for your favourite Star Wars: The Force Awakens themed Food Art made with SUBWAY
ingredients
•  Vote and enter to WIN one of three $500 Star Wars themed SUBWAY Cash Cards and a poster of
the winning food art
•  Visit SUBWAY locations to collect all six Star Wars cup (For a limited time with the purchase of a
21oz. fountain drink. While supplies last)
•  Star Wars themed SUBWAY Cash Cards are available at SUBWAY locations. (While supplies last)
•  When posting pictures of your favourite Food Art on social media, don’t forget to hashtag
#TheForceAwakens and #FuelYourFandom
•  Contest closes at midnight on December 31, 2015

EVENT
ENGAGEMENT
STRATEGY

Greet
&
Invite

to
ParFcipate

Deliver
Key

Messages

One-‐to-‐One

BA
Handheld

iPad

Engagement

Self
Directed
NFC

Contest/Vote

Social
Share

Drive
to
Store

Data
Capture

iPad
Kiosk

Engagement

Engages
on

Smartphone

BOOTH
ELEMENTS

•  Flooring: dark grey carpet
•  3 installations of Food Art in shadow boxes mounted on a branded backwall
•  iPads for consumer engagement
o  7 iPads/location
o  4 free-standing kiosks for iPads
o  3 held by BA’s
•  Branded vertical signage printed double-sided on fabric

SIGNAGE

A.
Branding
Signage

31.5”
x
78.5”,
double-‐sided

B.
PromoFonal
Signage

31.5”
x
78.5”,
double-‐sided

C.
iPad
Kiosk

*CreaFve
is
not
ﬁnal
&
subject
to
change
.

DISPLAY
APPROACH

*CreaFve
is
not
ﬁnal
&
subject
to
change
.

BACK DROP
10 ft x 6 ft
FLOOR AREA
15 ft x 10 ft
KIOSKS
36” Tall
SIDE STAND
36” x 6 ft
SIDE STAND
36” x 6 ft

CONTEST
WORKFLOW

Landing
Page
for
iPad

*CreaFve
is
not
ﬁnal,
Simon
Pure
will
update
with
the
test
contest
link

upon
receipt
from
Veritas.

CONTEST
WORKFLOW

OpFon
to
enter
Contest

NO

YES

*CreaFve
is
not
ﬁnal,
Simon
Pure
will

update
with
the
test
contest
link
upon

receipt
from
Veritas.

CONTEST
WORKFLOW

OpFon
to
share
on
social
media

NO

Opens
login
page
for

consumer
to
share
on

their
preferred
social

media
channel

Goes
here

aèr
they

finish

sharing

*CreaFve
is
not
final,
Simon
Pure
will

update
with
the
test
contest
link
upon

receipt
from
Veritas.

CONTEST
WORKFLOW

Thank
you
&
drive
to
store

*CreaFve
is
not
ﬁnal,
Simon
Pure
will
update
with
the
test
contest
link

upon
receipt
from
Veritas.

FEATURED
STUDENT
ARTISTS

•  A call for submission was posted at Ontario and Quebec based art schools asking for students
to submit select pieces of their work for the chance to be selected to participate
•  3 Canadian student artists were selected to each design and compose a unique food artwork
for the contest that will be on display at each activation
•  Each artist’s design will be replicated at both locations providing 3 unique designs for
consumer to vote on, i.e., identical artwork to be displayed in both markets
•  Students will provide a write-up on their inspiration in creating the artwork, which can be used
in media and social media communications
•  Artwork will be photographed and displayed Facebook for the national voting contest
ARTIST SELECTION
•  Artists were selected by a panel of judges from the agency and Subway Canada based on
their submissions, of the following:
•  Personal information & proof of student status (student card or transcript)
•  3 – 5 portfolio pieces
•  Description of why they are the right artist to create a Star Wars character using
sandwich ingredient from Subway Restaurants

ARTISTS

Andre
Kan
Emily
Rose
Alexandra
Johnston

SUBWAY
FOOD
INGREDIENTS

Ingredients from these selected 6” sandwiches are being used by the artists to create their Subway
Star Wars Food Art
Ham
Turkey Breast
Over Roast Chicken Roast Beef Subway Club
Sweet Onion
Chicken Teriyaki
Turkey Breast & Ham Veggie Delight

SMARTPHONE
ENGAGEMENT

•  Consumers will have the opportunity to use their smartphone to vote and enter the contest.
•  This is relatively new technology and works on most smartphones.
•  Using NFC technology works with smartphones, consumers tap their phone on a MobilPoint to
engage
•  NFC stands for ‘near field communications’, it’s the same technology we use when we tap and pay
with our bank cards or credit cards
•  MobilPoints have been printed on the event signage and each Brand Ambassador will be provided
with a handheld Mobilpoint which consumers can also use to tap or scan
•  Once consumers tap the MobilPoint signage, it launches a mobi-site on their smartphone

SMARTPHONE
ENGAGEMENT

Some phones do not have NFC
enabled, for example, iPhones, for
those that want to engage on their
smartphone they can either scan the
QR code (downloaded app from app
store) or enter the short code shown
on the MobilPoint per the example
shown.

SMARTPHONE
SCRENES

Homepage
Share
Vote
&
Enter

SMARTPHONE
NFC

Homepage
Mini
Rules
Instagram
Twiber

ROLE
PLAYING

EXERCISE

STAFF
SCHEDULES
&
LOCATIONS

TRAINING

TORONTO
Tuesday, December 15
9:30am – 12:30pm
Simon Pure
100 Broadview Ave., Suite 319
Ashleigh to train staff
MONTREAL
Tuesday, December 15
2:00pm – 5:00pm
LOCATION TBC
Scott Hodgins to train staff

STAFF
UNIFORM
-‐
ENGLISH

•  Each Brand Ambassador will be provided with two (2) branded t-shirts and one (1)
sweatshirt
•  Staff to wear their own black dress pants or skirt (knee length or longer)
•  Staff to wear clean, polished, comfortable black professional shoes

STAFF
UNIFORM
–
FRENCH

•  Each Brand Ambassador will be provided with two (2) branded t-shirts and one (1)
sweatshirt
•  Staff to wear their own black dress pants or skirt (knee length or longer)
•  Staff to wear clean, polished, comfortable black professional shoes

TORONTO
STAFF
LIST

NAME ROLE
Thurs.
Dec 17th
Fri.
Dec 18th
Sat.
Dec 19th PHONE NUMBER
Renee Strasfeld Team Lead 8:30am -
10:00pm
8:30am -
10:00pm
8:30am -
10:00pm
416-274-2085
Max Farber Brand
Ambassador
8:30am -
10:00pm
8:30am -
10:00pm
8:30am -
10:00pm
416-409-2776
Kingsley Ngadi Brand
Ambassador
8:30am -
10:00pm
8:30am -
10:00pm
8:30am -
10:00pm
647-833-7994
Caroline Millen Alternate HOLD HOLD HOLD 416-948-0396
MEDIA
DATE
&
TIME:
TBC

TORONTO
EATON
CENTRE
FLOOR
PLAN*

BACK DROP
10 ft x 7 ft
FLOOR AREA
10 ft x 10 ft
KIOSKS
36” Tall
SIDE STAND
36” x 7 ft
SIDE STAND
36” x 7 ft

TORONTO
EATON
CENTRE
EVENT
SPACE

MONTREAL
STAFF
LIST

NAME ROLE
Thurs.
Dec 17th
Fri.
Dec 18th
Sat.
Dec 19th PHONE NUMBER
Scott Hodgins Team Lead 9:30am –
9:30pm
9:30am –
9:30pm
9:30am –
7:30pm
514-567-6121
Ashley Katz Brand
Ambassador
9:30am –
9:30pm
9:30am –
9:30pm
9:30am –
7:30pm
514-795-7071
Dalia Morom Brand
Ambassador
9:30am –
9:30pm
9:30am –
9:30pm
9:30am –
7:30pm
514-606-5424
Jeric Tamayo ALTERNATE N/A HOLD HOLD 514-836-1357
MEDIA
DATE
&
TIME:
TBC

MONTREAL
EATON
CENTRE
FLOOR
PLAN*

BACK DROP
10 ft x 6 ft
FLOOR AREA
15 ft x 10 ft
KIOSKS
36” Tall
SIDE STAND
36” x 6 ft
SIDE STAND
36” x 6 ft

MONTREAL
EATON
CENTRE
EVENT
SPACE

BRAND
AMBASSADOR
DOs
and
TIPS

EDUCATE, EXCITE, ENTERTAIN!
•  Remember at all times that the way you act reflects directly on the client and the program as a
whole.
•  Make sure that you get enough sleep prior to the event. Though the work will be fun, it will long
days. Be sure you pack water and eat properly.
•  Keep personal items to a minimum as there is no onsite storage for your belongings.
•  Open communication and teamwork is always appreciated.
•  Key contacts are at the back of the training manual.
•  MOST IMPORTANTLY, BE YOURSELF….AND HAVE FUN!

BRAND
AMBASSADOR
CUSTOMER
SERVICE
101

•  Acknowledge everyone with a friendly greeting.
•  Always smile.
•  Always make good eye contact.
•  Get excited about the event and the promotion. The more excited you are, the more enthusiastic
the consumer will be.
•  Be helpful and informative to the consumers and to the team.
•  Answer questions to the best of your ability. Do not make up answers if you don’t know! Direct the
question to a Simon Pure staff member.
•  In the event you do not feel comfortable in any situation, leave the area immediately and let your
supervisor know. Your safety is our first priority.

EMPLOYEE
CONDUCT

As an employee of Simon Pure, we ask that our standard for employee
conduct be maintained:
•  Be courteous to participants and the general public at all times. Remember you
are the face of the brand and your actions and appearance reflect on the company.
•  Be prompt out of respect to your team and others.
•  Do not swear. Do not smoke, chew gum, consume alcohol or eat while on duty. As
a member of our team, proper dress code and conduct must be followed in order to
ensure a consistent and positive image is projected.
•  The expectation is that you will show up for each day of work with your full uniform,
clean, ironed and ready.
Only the highest level of respect is expected when dealing with our
client and Simon Pure management, participants, fellow co-workers,
and venue staff.
This level of respect extends to anyone you encounter as part of this
program.

EMPLOYEE
CONDUCT
(CONT’D)

Examples of what we consider to be unacceptable employee conduct
are:
•  Obtaining time off under false pretense
•  Willful damage to company or client property
•  Failure to report to work without adequate explanation
•  Talking on cell phones to take personal calls
•  Theft
•  Repeated tardiness or absence without cause or reason
•  Deliberate falsification of records and/or reports
•  Racist, sexist, offensive comments to co-workers and/or consumers.
Engaging in such examples of unacceptable behavior will be treated by
Simon Pure as just cause for discipline and depending on the severity,
just cause for dismissal.

BRAND
AMBASSADOR
MEDIA
CONSENT
FORM

*Not final subject to changes.
TO
BE
INSERTED
WHEN
AVAILABLE

CONTACTS

JENNIFER MASON, ACCOUNT LEAD 416-400-5633
Jen.m@simonpure.ca
PHOEBE NAIMAN, ACCOUNT MANAGER 647-330-4306
phoebe@simonpure.ca
ASHLEIGH RAINS, TALENT MANAGER 416-346-3385
ashleigh@simonpure.ca
INVOICING DEPARTMENT
invoice@simonpure.ca

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