The document outlines a strategic marketing approach named 'special ops,' which blends traditional and digital tactics to achieve marketing goals in challenging environments. It highlights the roles of trend hunters, seasoned marketers, spies, and mechanics in launching new products, addressing issues such as operational challenges and market engagement. Specific campaigns mentioned include a product that aggregates user updates and efforts to promote solar energy, emphasizing the importance of adaptability and research in overcoming obstacles.

1. ‘SPECIAL
OPS’
WELCOME… TO THE COUNTDOWN
BECOMING
A
TRENDHUNTER,
SEASONED
MARKETER,
SPY...
AND
MECHANIC

2. HELLO. I’M SORRY.

3. “SORRY EVERYBODY”
-Nate Johnson | LinkedIn, Director-Consumer Marketing

4. WE RELEVANTLY MARRY THE
REAL WORLD WITH THE DIGITAL WORLD

5. SPECIAL OPS:
To achieve a marketing objective where a conventional
force does not exist OR might not achieve the strategic
outcome required.

8. ROLES
• TREND HUNTER
• SEASONED MARKETER
• SPY
• MECHANIC

9. ROLES
• TREND HUNTER
• SEASONED MARKETER
• SPY
• MECHANIC

11. “WE ARE LAUNCHING A NEW
PRODUCT THAT CREATES A
NEWS FEED FROM OUR USERS
STATUS UPDATES. WE CALL IT
LINKEDIN TODAY.”

12. “YOU NEED TO,
• RAISE AWARENESS AND BUZZ
• MAKE LINKEDIN AN INDISPENSABLE DAILY FIX
• MAKE IT EMOTIONAL”

13. TREND HUNTER

14. + +

23. SEASONED MARKETER

24. WEATHERED MARKETER

25. SOME CHALLENGES
• INTERNET CONNECTION
• PERMITS
• HATERS

26. DESPITE THE CHALLENGES
• 6000 cups of coffee
• 150,000 direct impressions
• 800,000 indirect impressions
• 850,000 social + digital impressions
• Kickstarted a lasting conversation

28. ROLES
• TREND HUNTER
• SEASONED MARKETER
• SPY
• MECHANIC

30. “WE ARE LAUNCHING INTO THE
EAST COAST MARKET AND WE NEED
TO GET PEOPLE EXCITED ABOUT
THE BIGGEST NO BRAINER THEY’VE
EVER SEEN...
...SAVING MONEY WHILE SAVING
THE PLANET!”

31. “YOU NEED TO,
• FOCUS ON THE HUMAN ELEMENT OF SOLAR
• GO TO WHERE THE PEOPLE ARE
• EXPLAIN THE NOBRAINER
• GET SCALE AND SALES
• BE IN MARKET IN 3 MONTHS

32. + +

43. SPY

45. SOME CHALLENGES
• PERMIT IN MULTIPLE CITIES
• PERMITS IN MULTIPLE STATES
• ICE POPS MELT

49. MECHANIC

50. SOME CHALLENGES
• OPERATIONALLY GREEN
• PUSHING MECHANICAL LIMITS

53. SOME CHALLENGES
• OPERATIONALLY GREEN
• PUSHING MECHANICAL LIMITS
• FINDING MULTI-TALENTED STAFF

55. DESPITE THE CHALLENGES
• 2 MILLION ACELA IMPRESSIONS
• 49 MILLION ICE POP TRUCK MEDIA IMPRESSIONS
• 60 EVENTS, 37 CITIES, 5 STATES
• 61% SALES ATTRIBUTED TO CAMPAIGN

56. TREND HUNTER SEASONED MARKETER SPY MECHANIC

57. SPECIAL OPS:
Create the ability to continue against
unforeseeable complications through:
• PROPER RESEARCH
• A BOUNDRYLESS TEAM
• EMBRACING CHANGE

58. THANKS. QUESTIONS?
JASON ANELLO, PARTNER + CREATIVE DIRECTOR
JASON@WEAREMANIFOLD.COM