Recycle program overview v2 linked in
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To help protect animal habitats from illegal mining of coltan, a product used to extend the life of batteries in electronics, Metro launched a cell phone recycling program to show their commitment to the environment. To increase awareness and donations for cell phone recycling they partnered with zoological venues to introduce a series of educational and promotional programs targeted to reach large audiences, build brand equity and drive purchase intent with Metro.
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Recycle program overview v2 linked in
- 1. Planet Earth Is Calling Philadelphia Cell Phone Recycle Program Q3 2019
- 2. Corporate Social Responsibility Builds Trust & Raises Brand Awareness CONFIDENTIAL PAGE 2 To help protect animal habitats from illegal mining of coltan, a product used to extend the life of batteries in electronics, Metro will launch a cell phone recycling program to show our commitment to the environment. To increase awareness and donations for cell phone recycling well partner with zoological venues to introduce a series of educational and promotional programs targeted to reach large audiences, build brand equity and drive purchase intent with Metro.
- 3. Key Insights CONFIDENTIAL PAGE 11 Unaided awareness and consideration are down nationally. Philadelphia is below national legacy average. Corporate social responsibility builds trust and raises brand awareness. 90% of consumers are more likely to trust and switch to brands that support social/environmental issues. Consumer data consumption increases in summer months, especially with social media and video content. Consumers engagement on mobile devices drive the initial stage of purchase intent. Mobile device purchases during the back to school season continue to rise. Families are looking to switch, save and add lines on mid-tier devices. Mid-tier device purchases have favorable economics: higher MRC and lower churn. Port ins highest in July. Highest grossing sales days of the year are in Q3.
- 4. Strategy & Objective CONFIDENTIAL PAGE 12 Local Objectives Local Strategy Increase brand awareness and consideration Increase purchase intent in the digital channel Be in the right place at the right time to drive HTVS and ME segments to action Goal: Build brand equity through community outreach and socially responsible programs. Attain gross and net sales quotas Strategic Pillars Community outreach & social responsibility High impact partnerships focusing on families Hyper-local digital moments Top Selling Days 8/2, 8/30, 8/31, 9/20 Promote brand awareness through high impact sponsorships. Partner with local venues and community groups to champion a good cause and give back to the communities we serve. Provide unique event and digital moments to consumers that they want to consume, engage in and share Focus spend to take advantage of top sales days. Align messaging to reach the right audience with the appropriate offer
- 5. Program Overview CONFIDENTIAL PAGE 3 Sponsorships Philadelphia Zoo, Adventure Aquarium, Clementon Park. Recycle bins with text short code to receive a co-branded phone wallet at venues. Launch events. Launch Events Zoo Sat , Aquarium Sat 7/27 to align with Discovery Channel Shark Week. First 50 families to donate a phone receive 1 free admission. First 250 families will receive free reusable straw. RTW VIP experience In-venue Signage Zoo: 1 at entrance, 1 at Primate Reserve, Aquarium: 25 signs throughout venue, Clementon: 1 next to charging station Radio 150 WBEN and 132 WMMR :15s announcements. Summer Prize Pack giveaway, 1 remote. Onsite at launch events. Web takeover and Event page listing. Announcement content = 1) teaser w/ CTA go to URL, 2) Launch event, 3) Drive to retail coupons, 4) contest Sponsorships Launch Events In-Venue Signage Radio Dynamic Mobile Social Media Web Pages Email In-store # of Assets 3 2 27 318 19 7 4 7 4 Impressions 18,400 788,000 977,700 950,000 724,800 641,400 162,000 515,760 Dynamic Mobile expandable carousel ad (1 slide) to drive foot traffic to stores for discount coupon and to donate Social Media Zoo: 3 paid posts for social contest, Zoo VIP experience & discount coupons in stores. Aquarium, 3 paid posts for discount coupon in stores. WMMR & WBEN: 1 paid post each for launch parties. SnapChat filter per venue during launch events and busiest days Web landing pages on sponsorship websites linking to Metro microsite with educational content, event and recycle locations Email Zoo: 1 email to promote launch event. Aquarium: 6 emails, 2 to promote launch event and 4 for discount coupon in stores In-store COR stores receive recycle bin, window poster, and giveaways. 280 Philly stores receive discount coupons to Zoo & Aquarium
- 7. Recycle Bins CONFIDENTIAL PAGE 5 When bins are close to full, venue calls Eco-Cell for a UPS label, packs up the phones, ships phones to Eco-Cell who recycles the phones and sends a check to the venue. Messaging on bins will instruct guests to text a short code to receive free gift The return message will instruct them to go to: Philadelphia Zoo location TBD Adventure Aquarium Information Desk Clementon Park & Splash World Information Desk/Ticket Booth Gift = Co-branded phone wallet while supplies last. Signage will change to remove the gift message once supplies are gone Bins located at each venue with recycling messaging Philadelphia Zoo PECO Primate Reserve and near the entrance Adventure Aquarium In Shark Realm Clementon Park near entrance and MBT charging station (9) corporate stores
- 8. Program Sponsorships CONFIDENTIAL PAGE 6 Primate Reserve - 2.5 acres of indoor & outdoor exhibits highlight stories of real people who dedicated their lives to saving the world's most endangered primates. Learn what scientists are doing and how you can help by recycling unused cell phones Co-branded recycling receptacle Text a short code and receive a premium giveaway in the zoo store Signage - zoo entrance and Primate Reserve Best Gorilla Impression social media video contest Launch event first 50 people to donate a phone receive 1 free GA admission. Radio station & Metro onsite VIP Zoo Experience RTW - GA tickets, food voucher, behind the scenes tour, attractions pass Discount coupons at Metro stores July 15th October 31st Shark Realm - Walk just inches from magnificent sharks and 200 other animals in this unique 550k gallon exhibit Kick off during Discovery Channel's Shark Week with special programming Co-branded recycling receptacle in Shark Realm Signage - aquarium entrance and in Shark Realm Landing page on Adventure Aquarium website and (6) GA & member email blasts Digital media inclusion banner ads, sponsored social posts, search Inclusion/mention in radio and TV spots Call out to visit Metro stores for discount coupon July 22nd December 31st
- 9. Educational Content and Support CONFIDENTIAL PAGE 7 Cell phones are made with a mineral called Coltan which makes them more energy efficient. Coltan is found in great quantity in the Congo which is home to the critically endangered gorilla. By recycling coltan youre reducing the amount needed to be mined, therefore, helping gorillas maintain a future in the wild. Gorillas are dying as a result of mining. Recycling your old, broken phones with Metro by T-Mobile and the Philadelphia Zoo helps save these animals by reducing the demand for Coltan. To survive and thrive, sharks need oceans free from pollution. Plastics find their way to the ocean and are broken down into microplastics which breakdown into toxins that stay in the fishs system. When the sharks eat the smaller fish, they also eat the microplastics and toxins which will harm them over time. Sharks are dying as a result of plastics reaching our oceans. Recycling your old, broken phones with Metro by T-Mobile and Adventure Aquarium helps save these animals by reducing the amount of microplastics in our oceans.
- 10. Planet Earth Is Calling Artwork CONFIDENTIAL PAGE 8