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INFO@ROOM214.COM | @ROOM_214 | ROOM214.COMFriday, April 19, 13

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WHAT DOES ROOM 214 DO?ResearchSocial MediaTrafficGenerationCreative &ProductionsDevelopmentTrainingRESEARCH• Business Intelligence• Social Listening• Consumer Insights• Competitive Analysis• Brand InnovationTRAINING• Video Tutorials• Training Materials• Platform Expertise• Community Management• SEO Fundamentals• Key PerformanceIndicatorsSOCIAL MEDIA• Planning & Strategy• Content Development• Community Management• Campaign Creation• Measurement & ReportingTRAFFIC GENERATION• Search Engine Optimization• Digital Advertising• Email Marketing• E-commerce OptimizationCREATIVE & PRODUCTIONS• User Experience• Graphic Design• Website & Blog Design• Video Production• Graphics & Animation• InfographicsDEVELOPMENT• Custom Facebook Apps• Mobile, Web & Blog Dev• Responsive Design• Campaign Microsites• API Integration• 3rd Party SaaS Services• Hosting & MaintenanceFriday, April 19, 13

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HOW TO CREATEA GREAT CASE STUDYFriday, April 19, 13

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OUTLINECHOOSE YOUR BEST CAMPAIGNTELL THE STORY OF YOUR SUCCESSUDI’S GLUTEN FREE CASE STUDYFriday, April 19, 13

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CHOOSE YOUR BESTCAMPAIGNFriday, April 19, 13

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1. BUSINESS IMPACTFriday, April 19, 13

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1. BUSINESS IMPACTDID IT DELIVER ON GOALS?CAN YOU PROVE THAT?Friday, April 19, 13

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2. EMOTIONAL IMPACTFriday, April 19, 13

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2. EMOTIONAL IMPACTCONNECTED WITH THEAUDIENCE. INSPIRED AN ACTION.Friday, April 19, 13

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3. STRONG BRAND STORYFriday, April 19, 13

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3. STRONG BRAND STORYCAMPAIGN EMBODIED THEBRAND CHARACTER, TONE ANDVALUES.Friday, April 19, 13

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TELL THE STORY OF YOURSUCCESSFriday, April 19, 13

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THE KEY ELEMENTS TO A GOOD STORYCHARACTER(BRAND)AMBITION(GOALS)CONFLICT(CHALLENGE/SOLUTION)RESOLUTION(RESULTS)Friday, April 19, 13

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1. BUILD CHARACTER:TELL THE BRAND STORYFriday, April 19, 13

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1. BUILD CHARACTER:TELL THE BRAND STORYWHAT DOES THE BRAND CAREABOUT? CREATE PERSONALITYBASED ON HISTORY.Friday, April 19, 13

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2. AMBITION:DEFINE THE PROBLEMFriday, April 19, 13

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2. AMBITION:DEFINE THE PROBLEMWHAT BUSINESS CHALLENGESDID THE CAMPAIGN AIM TOSOLVE? AM I ROOTING FOR YOU?Friday, April 19, 13

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3. CONFLICT:SLAY THE MONSTERFriday, April 19, 13

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3. CONFLICT:SLAY THE MONSTERHOW DID THIS BRAND USE THISCAMPAIGN TO TACKLE THISPROBLEM?Friday, April 19, 13

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4. RESOLUTION:HAPPILY EVER AFTERFriday, April 19, 13

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4. RESOLUTION:HAPPILY EVER AFTERTIE RESULTS DIRECTLY BACK TOYOUR GOALS. DID YOU STAY TRUETO BRAND? WHAT DID YOULEARN?Friday, April 19, 13

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7 BASIC STORY TYPESOVERCOMING THE MONSTER TO SUCCEED YOU MUST FIGHT SOMETHING POWERFULDAVID & GOLIATH /NIKETHE QUEST YOU MUST PUT YOURSELF IN DANGER TO FIND TRUTHLORD OF THERINGS / RED BULLVOYAGE AND RETURN LIFE TAKES US TO MAGICAL PLACES, BUT THEY ARE RULED BY FALSE GODSWIZARD OF OZ /DOVEREBIRTH EVEN IF YOU LOSE EVERYTHING, IT IS NOT ALWAYS THE ENDIT’S A WONDERFULLIFE / PRUDENTIALRAG TO RICHES BE TRUE TO YOURSELF AND YOU WILL BE REWARDEDWILLY WONKA /CHRYSLERTRAGEDY THERE ARE CONSEQUENCES FOR EGOROMEO ANDJULIET / PSA ADSCOMEDY EVEN COMPLICATED SITUATIONS WORK OUT IN THE ENDOLD SCHOOL / OLDSPICEFriday, April 19, 13

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UDI’S JOY MISSIONFriday, April 19, 13

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BRAND STORYUDI’S IS DEDICATED TO UNITING THE GLUTENFREE COMMUNITY BY PROVIDING A FORUMTO SHARE THEIR EXPERIENCES AND THE JOYOF GLUTEN FREE LIVINGUDI’S BIGGEST AND MOST PASSIONATE FANSDRIVE THE MAJORITY OF NEW PRODUCTFriday, April 19, 13

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BACKGROUNDGLUTEN FREE IS A $5.5 BILLION MARKETWITH MORE THAN 50 MILLION PEOPLETHE MARKET IS EXPECTED TO DOUBLEWITHIN THE NEXT FEW YEARSFriday, April 19, 13

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BACKGROUNDUDI’S IS THE MARKET LEADER IN THEGLUTEN FREE BAKED GOODS CATEGORYWITH A 48% SHAREEXPLOSIVE CATEGORY GROWTH, BUT ONLY A21% TRIAL RATE AMONG GLUTEN FREECONSUMERSOPPORTUNITY TO DRIVE NEW CONSUMERTRIALS BY ENGAGING OUR ADVOCATESFriday, April 19, 13

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CAMPAIGN GOALS(A) INCREASE WORD OF MOUTH EXPOSURE(I.E. AWARENESS) FOR UDI’S GLUTEN FREE(B) INCREASE TRIALS OF UDI’S GLUTEN FREEPRODUCTS AMONG NEW CONSUMERS(C) GROW THE UDI’S GLUTEN FREE EMAILDATABASE TO SUPPORT FUTURE MARKETINGFriday, April 19, 13

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HOW DID WE DO IT?JOY MISSION FACEBOOK APPLICATION:1. LIKE THE PAGE, DONATE A MEAL2. SEND REAL UDI’S GIFT BUNDLES TO YOURFRIENDS FOR FREEFriday, April 19, 13

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RESULTSAWARENESS: 76,000 GIFTS SENT BY UDI’SEXISTING FANS IN JUST THREE WEEKSPRODUCT TRIALS: 30% OF ALL GIFTS SENTWERE REDEEMED. A TOTAL OF 25,000PRODUCT TRIAL OPPORTUNITIES CREATEDEMAIL ACQUISITION: 14,000+ NEW PEOPLEWERE ADDED TO THE UDI’S EMAIL DATABASESPREADING JOY: 40,000 MEALS DONATED TOLOCAL FOOD BANKSFriday, April 19, 13

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INFO@ROOM214.COM | @ROOM_214 | ROOM214.COMFriday, April 19, 13