The marketing campaign was created to encourage consumers to shop at local, small, and independent businesses across the UK on Small Business Saturday on December 7, 2013. American Express was incentivizing its cardholders to 'Shop small' by giving £5 back for spending £10 or more at participating small businesses that day. The campaign included a TV spot, advertising in transit locations and high streets, digital advertising, search advertising, and regional radio from November 11 to activation events on December 7. The below-the-line campaign involved approving signage for small businesses, developing activation packs for retailers, and creating an app for cardmembers to find participating merchants and earn rewards for spending £10 or more.

1. AMEX – BTL Marketing Campaign Management - SBS
The marketing campaign,created by their agency and for which I was broughtin to develop and projectmanage certain
elements was in supportofSmall Business Saturday– a grassroots initiative taking place on 7 December 2013 to encourage
consumers to shop atlocal,small and independentbusinesses across the UK.
Plus,in addition,as the private sector business partner American Express is incentivising its card holders to ‘Shop small’ via a
promotion thatwill give customers £5 back when they spend £10 or more on their American Express cards with participating
small businesses on 7th December.
The Shop Small through-the-line campaign thatlaunched on 11 November 2013 comprising ofan agency 30 second TV spot,
advertising across underground,rail stations and high streetlocations plus digital,search and a regional radio activity th rough
to on-the-ground site activation as of 7th December 2013 all encouraging consumers to supporttheir local businesses!
The above-the-line campaign, which follows the brand’s distinctive use of animation and illustrations, celebrates
small businesses as heroes of the high street and encourages consumers to support them.
I ensured thatthe below-the-line campaign ran alongside ATL activity in the run-up to launch ensuring keycommunication was
sentto cardholders through traditional means,the rewards program (customers stood to earn additional reward points and
cash-back by supporting participants).This was also supported by comprehensive social media activity across American
Express’ Facebook,Twitter and YouTube channels via our agency.
Meanwhile,the below-the-line campaign which Iwas responsible for saw me working and managing a tactical agency in order
to roll-outand activate "Small Business Saturday"signage and Iwas responsible for initial creative approval as well as
developmentofactivation packs that were posted to participating retailers.
For card members we developed an Android/iOS APP where participants could register and upload their businesses so that
cardholders could see a well mapped outversion oflocal businesses theycould supportand earn cash -back and or loyalty
rewards (£5 for £10). Additionally these participating merchants were visited by our tactical teams accompanied byme on
occasion to train teams and ensure compliance,gauge consumer feedback and trade outreach as well as buy-in to the
campaign.