Presentation on theme: "Monthly Content Calendar"— Presentation transcript:
1Monthly Content Calendar Month: JanuaryTheme: New Year, New You [internal value: responsibility; external feature/benefit: convenience]Week One: New Year’s Day; Rose BowlSaving Money (how to) – Price v. Convenience – Which Option is Better for You?Promo/Giveaway - New Year, New You – BOGO [healthy] – unlock viaGreat Service Column - mailbag-type of feature, generated from customer service + praises MurphyUSA; theme = convenience [“how did we make something more convenient?”]From the Road Column – Trip to Disney World (Orlando, FL)Week Two: NCAA Football Championship Jan 9th; Friday the 13thSaving Money (how to) – saving on gasoline: winter editionBudget Calculator Column – how to create a household budget + personal experience in doing soTravel Tips – How to Drive in Snow & Ice: a Southerner’s ExperienceTop Customer Column – super awesome customer highlight + token prize (with pic & video interview?); theme = convenience & responsibilityWeek Three: MLK Day Jan 16;Saving Money (how to) – saving on c-store weather-related products: a shopper’s comparison [think windshield fluid, ice scrapers, gloves, safety items, etc)Promo/Giveaway - vendor promo – merchandise – FREEBIE [must release personal info to unlock deal via Foursquare]Great Service Column - mailbag feature from customer support – how we’ve fixed our gaffes; theme = responsibility [“how did we take responsibility for something that happened?”]Oil & Gas 101 Column - education-based --- MurphyUSA history + 15th AnniversaryWeek Four: Manager’s Meeting Jan 22-25; Chinese New Year Jan 23; Opposite Day Jan 25Saving Money (how to) – bang for your buck: healthy food choices at MurphyUSABudget Calculator Column - “spend money on this, not on that” columnTravel Tips – Things to Do while Driving: New Year’s editionTop Employee Column – super awesome employee highlight, praises + bio + token prize; [theme: responsibility [“how did you go above and beyond in your job responsibilities?]Major Promotions Planned: convenience of mobile applications – relaunch mobile app w/ enhanced functionalities; build up the suspense of the launch internally to manager’s meeting + externally with blog + social networks [campaign to emulate: the iPhone]Bloggers: “unofficial” screen shots of functionality & use steeped in growing speculation; once launched, photos/videos/copy made in the car, in a parking lot, etc demonstrating useFacebook: actual launch site for the application –only Facebook fans have the initial “unlock” code to DL the appWebsite: crystal clear/clean hero image + message + “official” information about the new apppossibly produce microsite longer-term – “the chuck norris of applications” – crowdsource the future development/features for the appYouTube: video of using the app in a funny ad (“the app that does. Everything.”)** App will be socially integrated to allow for shares/sharing of information – possibly add a Foursquare promo to reward those who check in at the same station 3x/10x/25x/100x with the app. **Launch Date: January 23rd (manager’s meeting) ; January 24th (Facebook) ; January 26th (everyone)
2Website Hero Image Theme JANUARYWeek OneWeek TwoWeek ThreeWeek FourWebsite Hero Image ThemeNew Year, New Look – lots of changes on the horizonWinter appearanceApp is Coming…App is COMING!App Launch!!Launch microsite for appBlogsInternal: new blog name launch; new look; Great Service column; how to save on maintenanceExternal: branding changeInternal: results of driving poll; save on gas; FB link + extra commentary on super customerExternal: app hype!Internal: Murphy history + anniversary; healthy Murphy; “spend this, not that!”Internal: app launch (w/ numbers of DLs, uses, comments, big glossy photos); MayorsFacebookHome to redeem coupon with FB like + driving pollNew Year’s Resolutions – internal/externalApp is Coming… comment on speculationSuper Customer highlightApp is COMING! (official response to the hype; launch details); We’re heading to Disney World (solicit tips)Exclusive app launch site for FB fans; solicit comments;TwitterAnnounce monthly “best Mayors” awards for FSQLinkbait other initiativesApp is Coming – link to internal sources (external to spread internal link + self-comments)App is Coming – “damage control” for the hype (set aflame in the community)App Launch – link to FB for access code!FoursquareMayor Awards – based on # check-ins & station tips/commentaryYouTube/FlickrVideo: blogger – convenience of Murphy themeVideo: branding – Murphy values: responsibilityVideo: quick stream from Disney; ad for App launch/SMSE-Offer: freebie to redeem via FacebookE-Offer: BOGO to redeem via SMSapp launch!In-Store
3Monthly Content Calendar Month: February [American Heart Month; Black History Month]Theme: For the Love of Driving [internal value = listen & communicate; external = customer appreciation]Week One: Groundhog Day Feb 2; Superbowl Feb 5Saving Money (how to) - How to Get $$$ off your Gas --Promo/Giveaway – “The Ad They Wouldn’t Show” - Superbowl! [redeem at YouTube channel – Superbowl-style ad about…???]Great Service Column – Integrating a Love of Driving with the Love of Murphy (essential part of the drive, but make it more emotionally-driven)From the Road Column – Travel to Indianapolis for the SuperbowlWeek Two: Lincoln’s Birthday Feb 12 ; Valentine’s Day Feb 14Saving Money (how to) – Partner/Vendor Deals (lead up to President’s Day Sales) [link juice for 3rd-party deals]Budget Calculator Column - Serialized check-in with how the monthly budget is doingTravel Tips – Getting the Most from Your Commute w/ MurphyTop Customer Column – We Love Our Customers! (Valentine’s Day)Week Three: President’s Day Feb 20; Mardi Gras Feb 21; NBA All-Star Game Feb 26Saving Money (how to) – Sweet 16: How to Teach Your Kids to Drive (and Save Money While Doing So!)Promo/Giveaway – Mardi Gras-theme [submit store-based photos to stream]Great Service Column - mailbag feature from customer support – theme = communication; All-Star Edition – and a call for more feedbackOil & Gas 101 Column - education-based – “Keeping Gas Clean (and Low-Cost!)Week Four: Leap Day Feb 29Saving Money (how to) – Saving Money: Spring Break EditionBudget Calculator Column – “Spend This, Not That!”Travel Tips – Getting Ready for Spring Break!Top Employee Column – super awesome employee highlight, praises + bio + token prize; [theme: listen & communication [“how did you go above and beyond to listen & communicate?]Major Promotions Planned:Internal: Customer Appreciation campaign – highlight all the ways we listen, support, and communicate with our customers, and engage in the transparency to always know who the customer is + who MurphyUSA isExternal: Love of Driving campaign – emotionally-charged campaign to integrate the love of driving with the experience(s) at Murphy and driving home the point that we listen, communicate & appreciate our customersInternal/External: customer appreciation promotion** post-Feb 15th: start recruiting for Murphy Madness (need 128 road warrior contestants split between geographies) – build out microsite to manage content + all back-end functionality by Feb 27th for FINAL testing
4Website Hero Image Theme FEBRUARYWeek OneWeek TwoWeek ThreeWeek FourWebsite Hero Image ThemeSuperbowlAll About Murpay + “ad”Valentine’s Theme – reds, white, pinkLove Staff & Customers!President’s Day Theme – red, white, blue;Recruit for MurMadPreview into MurMad; store photo streamBlogsInternal: All About Murpay; From the road – travel to Superbowl;External: real use of Murpay + commentaryInternal: Love Our Customers!; Love Our Field Employees; Love Our Stores!External: enjoy the commute with MurphyInternal: Great Service All Stars (Customer Service); solicit comments; MurMad recruit adExternal: recruit for MurMadInternal: Amp up to Murphy Madness ; Spring Break travel ideas; “Spend this, not that!”; MayorsExternal: Murphy Madness steamFacebookFacebook campaign: for the love of driving; highlight Murpay campaignMeme: Roadtrip! + invite friends to join FB page ; Super Customer highlightsSweepstakes for MurMad (recruiting road warriors to become a Road Idol)Photo stream from Flickr – vote on the best pics ; amping up to Murphy MadnessTwitterMurpay signups; Highlight Facebook love driving campaignPartner/Vendor Deals (lead up to Prez Day)Spotlight FB photo campaign + photo streamsSpotlight Murphy videoAmping up for Murphy Madness! ; continue soliciting for photosFoursquareAnnounce monthly “best Mayors” awards for FSQMayor Awards – based on Murpay use + # check-ins – preview into MurMadYouTube/FlickrEstablish Flickr account for store photo uploadsVideo: “Superbowl ad” re: MurpayVideo: blogger – customer appreciation in action on V-DayVideo: branding – Murphy values: listen & communicateVideo: ad for MurMadVideo: quickstream – best customer photos/SMSE-Offer: freebie to redeem with Superbowl ad re: Murpay (at YouTube)SMS: Murpay signups + drip campaignE-Offer: BOGO to redeem via photo upload of your favorite storeIn-StoreSignage: sign up for Murpay
5Monthly Content Calendar Month: March [Women’s History Month; Red Cross Month; Spring Break]Theme: Murphy Madness! [internal value: Celebrate! ; external feature/benefit: Community InvolvementWeek One: Daylight Savings Mar 11Saving Money (how to) - Daylight Savings – Morning Coffee/Breakfast Deals on the Way to WorkPromo/Giveaway – Red Cross Month – donate $x thru MurphyUSA, get a FREE ___!Great Service Column - Community Involvement: highlight on Team MurphyFrom the Road Column - Driving to Florida for Spring Break!Week Two: Girl Scout’s Day Mar 12; Pi Day Mar 14; St. Patrick’s Day Mar 17Saving Money (how to) - Vendor/Partner Deals (Pot o’ Gold-theme) [link juice for 3rd-party deals]Budget Calculator Column - Serialized check-in with how the monthly budget is doingTravel Tips - Roadtrips with MurphyUSA! // Spring Break!Top Customer Column – super awesome customer involved with their local community w/ Murphy helpWeek Three: Spring Equinox Mar 19; National Goof Off Day Mar 22Saving Money (how to) - How to Save Money: Road Warrior Edition [tips from our Road Warrior contestants!]Promo/Giveaway – MurphyMadness voting at Facebook – BOGO productGreat Service Column - mailbag feature from customer support – “how do we celebrate our successes?” [the ducks!] +call for more customer feedback!Oil & Gas 101 Column - education-based – how gasoline formulas change with the seasonWeek Four: Make Up Your Own Holiday Day Mar 26; Final Four Mar 30-Apr1Saving Money (how to) – Celebrate the Final Four w/ MurphyUSA [savings on game-time products = beer, chips & dip, soda, etc]Budget Calculator Column – “Spend This, Not That!”Travel Tips – Cool Driving Tools You Need to Have (including a traveling car disco ball!)Top Employee Column – super awesome employees involved in their communityMajor Promotions Planned:Murphy Madness! From 64 road warrior contestants in 4 geographic areas to a single Road Idol via Bracket Challenge for a YEAR of free gasoline at MurphyUSA! Fully integrated month-long campaign with social voting, photos of miles driven, purchases made with participating vendors, scavenger hunt-style challenges to complete (online & offline), and local store sponsorship for the top 16 contestantsPossible sponsors: Coke, Slim Jim, General Motors, Wal-Mart, Waffle House, Clear Channel, SprintBudget: dependent on sponsor involvement, but as close to cost-neutral as possible for MurphySmall weekly prize drawings for participating voters; six contest roundsBloggers: up the hype & get behind your region (and help the warriors complete their missions with their readers!)Website: hero image on the main website; integrated microsite as homebase for the full campaignWiki: running commentary on the warriors w/ bios, info, the contest, etc – fully editable & sharableFoursquare: check-ins at Murphy + sponsors = points toward victory; additional mini-contests as wellMobile app:Facebook: social voting via Face-off app; invites to refer friends to vote; mini-contests for contestants & followersTwitter: maintain #murphymadness for live-blogging of contest events and score totalsYouTube: creation & posting of created content (including promo-like materials to unlock with the videos)Stores: “sponsorship” of their local Sweet 16 contestants to get the local hero to victory!
6Website Hero Image Theme MARCHWeek OneWeek TwoWeek ThreeWeek FourWebsite Hero Image ThemeMurMad Round 1-2Red Cross promoSpring colors for adsMurMad Round 3-4TeamMurphy hilitesMurMad Round 5-6MurMad Round 7BlogsInternal: Daylight Savings; Florida trip;External: TeamMurphy; MurMadness announceInternal: vendor deals; top customersExternal: budget checkin; roadtrips with Murphy; bloggers helping your region to victory!Internal: customer support; gas formulas; road warrior tipsExternal: MurMad voting – get down to the local level!Internal: Employees; MurMad finals;l final four with MurphyUSAExternal: Spend This, Not That; Cool Driving ToolsFacebookRed Cross Promo announcements; MurMad launchMurMad promo – social sharing & initial voting for contendersMurMad promo – votingeOffer – unlock with voting (BOGO)MurMad promo – daily mini-contests (4 total; crown Idol early Friday!)TwitterRed Cross announcements; MurMad launch + real-time score updatesMurMad score updates + social sharing for voting + road tips from contendersMurMad score updates + social sharing + road tips from contendersMurMad score updates + social sharing + tweet to voteFoursquareAnnounce monthly Mayor awards; lead into MurMad w/ # check-insMurMad promo - # checkins + social shareMurMad promo - # checkins + check-ins with friendsMurMad promo - # checkins +YouTube/FlickrMurMad promo – catchy intro about game ; photo stream uploadsMurMad promo – the contenders – basic info (20s); photo stream uploadsMurMad promo – the contenders – deep info (45s); photo stream uploadsMurMad promo - who will be crowned the ‘Road Idol’/SMS- Red Cross promo (e-Offer); announce launch of MurMad– MurMad regional updatesText - MurMad - Text to VoteText – MurMad – Text to VoteIn-Store“Sponsorship” of R4 local contestants thru R7