1. In orderto increase awarenessandsaleswhile alsotestingoutthe brandvoice,Ihave createda
customizable employeereferralprogram.ThisReferral Programwill enableusto testformatsand
workingtoan audience thatalreadybelievesinus.
Duringlast quarter’smarketingcampaign,cool site leadersexpressedaninterestintakingpartin
contests. Appropriately,the referral programdesignwasturnedintoThe Referral Contest.
Cool siteswhoare assigned advocatesare enteredintothe contest. The winnerisdeterminedby
trackingreferral linkstowhoturnedtheirreferralsintosales.
CompetitionObjective
 Increase Sales
 Buildhype
 Track employee engagementthroughcool site newslettersandemail blasts
 Track participantsefforts
 Track who iswritinga review
 See howpeople respondtodifferentwording
In orderto ensure thatthe contestgoessmoothly,a segmented time frame hasbeenlaidoutbelow.
Exact deadlineshaven’tbeen sethowevertime frame estimatesare listednextto the segmentname.
It’simperative thatdocumentationbe sentoutinorderforthe contesttorun itself inthe future.
ContestTime Frame:
 Prep time:1st
month
o Tasks to be completed:
 Produce contentinthe resource list
 Complete tiers1-3inthe workflow
 Curate a listof advocates
 Schedule emailblasts
 Run time: 2-3 months
o Tasks to be completed:
 Completedtiers4-7
 ClosingTime:1 month
o Tasks to be completed:
 Complete tier8-9
 collectparticipantfeedback
 Publishreport
Belowisthe overview of the executionprocessforthe WiserReferral programcompetitioninstigated
cool site newslettersandemail blasts.

2. 1. Advocate InvitationWorkflow:A listof advocatesbeenselectedbasedoff their
engagementwiththe brandandthe size of theircool site.Aninvitationwill be sentout
by eitheremail and/orphone call.
a. If theysay yes,we move to tier2.
b. If theysay no, we try to findanotheradvocate
2. Cool Site Invite Workflow: Our cool site advocate has acceptedourinvitation intothe
program. An email will be sentoutaskingthe cool site leaderif theywouldliketotake
part inour WiserReferral Competition.
a. If the cool site leadersaysyes, we create anemail blastthatfeaturesour
advocate.
b. If theysay no:
i. We will ask if theywouldbe willingtohelpusoutanotherway.
ii. Move backto tier1 to findanotheradvocate forthat office.
 If one isfound,we askthe cool site leaderagainif theycanput
our competitionupdatesintheirnewsletter
 If none are found,thenwe brainstorm
c. If we can’treach the cool site leader,we move topart# intier3.
3. Advocate EngagementWorkflow:We checkinwiththe advocate to see if their
welcome kithasarrivedandiscompletedforcertification.Ensuringthatall the proper
stepshave beenfollowedthentogetherwe scheduleadate forwhenthe email blast
will be sentout.
a. If we haven’theard fromthe cool site leaderandthe advocate hasbeen
acceptedintothe program, thenwe ask the advocate about how employees
learnaboutinternal programsandincentives.
b. It isimperative thatthe advocate ispreparedpriortomovingonto tier4.
4. SE employee EngagementWorkflow:The cool site leaderhasaccepted theirsite into
the competition andthe advocate isprepared.The email blastissentouttoinform SE
employees aboutthe referral rewardsprogram. A customizedlinkwill be included for
employeeswhowanttotake part in the competition.The linkwilltake themtoa
landingpage where theycaninputtheirinformation.
5. YesWorkflow:Once the employee hassaidyestojointhe referral program andhas
provideduswiththeircontactinfo.We will sendthemawelcome emailwiththeirown
referral link.
a. If the employeeagreestowrite areview,thenwe will askthemtodoso and
sendto us.
6. ReviewersWorkflow:SEemployee hassaidyestojointhe referral programandto
writinga review. Once we have receivedtheirreview.We will sendthemtheirown
referral linkwithabonusperk.
7. ReminderWork Flow:We will sendout3 deadline remindersthroughthe newsletter
and email blast.We will alsoemail employees andadvocates tokeep upthe goodwork
on referringpeople.
a. Checkinwithadvocatesto see how people are responding

3. 8. WinningAnnouncementWorkflow:Once the contesthasended,we sendoutathank
youin an email blasttoall the cool sites. We will sendoutasecondemail whichwill
announce the winners.
a. Types ofwinners:
i. Cool Site
 Reward:Lunch
ii. Winning cool site MVP
 Reward:Fitbit+ iPad
iii. MVPof the wholecontest
 Reward:iPad
iv. Honorablementions
 Reward:Featuredinemail blast.
9. EncouragementWorkflow:The contestmaybe overbutwe still wantemployeesto
referpeople tobuyourproduct.We sendout an email encouragingthe employeesto
keepusingtheirreferral links.
Ensure the WiserReferral Contest succeeds,beloware the resourcesneeded:
 Referral programintroductoryemail forCool Site leaders
 Message explaining whattypesof customerswouldmostbenefitfromthe WiserAir
 Welcome Email foremployeeswhojointhe referral program
 Reminderemailstoputincool site newsletters
 Reminderemailsforemployees
 Encouragementemailswhichincludeenergysavingtips
 Graphicsfor emails
 Energysavingtips
 Advocatesforcool sites
 Customizedlinksfordifferentlevelsof engagement
As youcan see,there are quite a numberof emails anddocumentationthatwill needtobe sentoutfor
everyone tobe onthe same page.This iswhere we can testdifferenttypesof copy thatget the same
pointacross.Through the track able referral links,we cantrack how the readerengageswiththe
content. We can alsolearnfromadvocatesand othercontestparticipantshow usefulthe
documentationprovidedwastoanswerpeople’squestions. Insummarythisagreatopportunitytofine
tune the brand voice without seeminginconsistentonsocial andother platforms.

4. Referral Flow ChartwithRewards
Potential Rewards:
Monetary: Amazon gift card,
Home Depotdiscountcard
Non-Monetary: free wiser air after
10 referrals, create for the SE
discountprogram
Potential Rewards:
Monetary: 5% from every new
purchase,Amazon gift card ,
Home Depotdiscountcard
Non- Monetary: home energy
efficiency kit, credit for the SE
discountprogram, free wiser air
after 7 referrals,referrals worth
double during contests
Potential Rewards:
Monetary: 10% from every new
purchase,
Non-Monetary: referrals are worth
triple during contests,home energy
efficiency kit, credit for the SE
discountprogram, free wiser air
If we were to do a wiserreferal
competion, the cool sites are on top
because we want to rewardthe team
forincreasse sales .
For potential rewards.
Non-monetary: Lunch
Cool Sites
Advocates
SE Employees
External
Reviewers
SE Employeeswho
have given
feedback more
than once
SE Employees
External