2. Table of Contents
Who We Are
What We Do
How We Do It
Developing Indirect Channel Distribution
Application of Project Aanya
Case Study
Cumulative Project Aanya Sales
Next Steps
3. Who We Are
New clients inevitably ask us: “What does ‘WDFA’ stand for?” Our general response is: “The R-rated version of ‘We Don’t Fool
Around.’” But WDFA could just as easily stand for “We Don’t Fear Anything.”
Founded by a guy who was sick and tired of the cutthroat way of doing business in advertising, WDFA’s core values are based
on one simple idea: personal relationships. Fearlessly blazing new paths, WDFA inspires brands to nurture that emotional
connection and step out of their comfort zone with edgy and adventurous micromarketing campaigns.
But what truly distinguishes WDFA from all other agencies is our staff of talented and quirky minds who live and breathe
advertising. We’re lucky enough to employ imaginative designers, big thinkers, nerdy analysts and web ninjas all dedicated
to exposing our clients as the amazing brands they really are.
Fearless. It’s how we roll.
Inc. 500, 2010 San Francisco Business Times, 2010
Ranked #5 fastest growing private business nationally Ranked #10 fastest growing private company in the
Ranked #1 fastest growing advertising and San Francisco Bay Area
marketing agency nationally
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4. What We Do
Micromarketing Agency
WDFA specializes in utilizing consumer data, creative development, strategy and various online and offline tactics to
execute marketing campaigns at local and national levels.
We adopted the term micromarketing to describe a results driven targeting approach – an aptitude for taking a national
advertising effort down to the local level while keeping the corporate messaging completely intact. We can integrate
campaigns into a network of traditional, nontraditional, online and grassroots marketing tactics, and thus execute it
on an individual market basis. While the goal of maximizing profit is the same, our version of micromarketing focuses
very specifically on targeted advertising tactics rather than general pricing models.
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5. How We Do It
Data & Research Application
Consumer Data Resources
• Geoscape Intelligence Systems: Encompasses 3
systems that collect national census data on various
levels of consumer and household spending, demo-
graphics, lifestyles, economics and psychographics
by DMA, zip code and census block. It’s updated 2x
each year.
• Map Info: Provides demographics only of consumers
and households by DMA, zip code and census block.
It’s updated 2x each year.
• A careful analysis of this data ultimately yields higher
returns on investment without wasted impressions.
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6. Developing Indirect Channel Distribution
Approach
• Produce an exclusive advertising program that offers dealers a variety of tactical options that meet
their specific advertising needs
• Provide an inexpensive way to order marketing materials by compounding efforts between dealers,
thus providing a gateway for shared advertisements and discounted volume orders
• Provide a streamlined and customizable platform
that aggregates all indirect marketing efforts
with pre-approved creative
• Utilize a dedicated sales team with consistent
goals in mind
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7. Application of Project Aanya
Benefits
• It offers a way to control your brand’s core message and image across various marketing tactics
without taking away control from the end user
• Its user-friendly interface allows for easy navigation
• Its location-specific information such as radius counts, distribution minimums and unique advertising
vehicles are available only to dealers
• Its ability to help manage marketing efforts across the country by only displaying the tactics that are
relevant to a specific region
• Its ability to act as an extension of your in-house marketing and sales efforts
• Access to a variety of tried and true tactics plus a dedicated team researching new ones
• Collective buying power allows dealers to purchase many marketing materials within budgetary constraints
Features
• Store management • Ability to segment tactics and pricing between different regions
• Market management • A budget tool available to offer co-op funds to dealers
• Co-op programs capability • Generate reports that show who’s buying what and when
• “Smart” tactics customized with applicable demographics of • An auto-pay feature for easy collection of dollars for ad
the population within a set radius around a dealer’s store funds and ongoing monthly campaigns
• Portal customization with relevant tactics and creative • The ability to customize tactics with per unit pricing and
• Easy administrator interface provide quantity break discounts directly on the site
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8. Case Study
Client: MetroPCS, the country’s fifth largest mobile telecommunications network
Time Frame: Ongoing
Background
In an industry that changes daily, telecommunications companies must keep their franchisees organized and profitable while
clearly maintaining brand integrity. The client supports thousands of retail and authorized dealer locations across the country.
Challenge
The client needed a cost effective way to increase sales among its franchisees. The trick was to do this without jeopardizing their
corporate brand identity or budget. The objective was to create comprehensive marketing programs that encouraged widespread
franchisee buy-in and implementation.
Strategy
WDFA created a cooperative program between the client and its franchisees called MetroMAP (Metro Marketing Acquisition
Plan). Through a user-friendly website, franchisees can easily create, personalize and purchase marketing materials that have
been pre-approved by the corporate office. The corporate office also agreed to pay for 50% of the cost to encourage franchise
participation. Because of the inexpensive prices and freedom to choose from a variety of tactics that could be adjusted to target
their local demographic, franchisees clamored to help grow their customer share.
Results
Since MetroMAP began in 2007, franchise participation has increased from approximately $300,000 to $5 million annually.
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9. Cumulative Project Aanya Sales
$9,000,000.00
$8,000,000.00
$7,000,000.00
$6,000,000.00
$5,000,000.00
$4,000,000.00
$3,000,000.00
$2,000,000.00
$1,000,000.00
$-
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AY
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AR
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AR
JA
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JU
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SE
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M
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N
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11
07
08
09
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20
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10. Next Steps
• Evaluate your business’s current and future franchise needs
• Further discuss how Project Aanya can help accomplish your business goals
• Develop a unique program offering and pricing structure that addresses the
above information
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