1. Monthly Content Calendar
Month: January
Theme: New Year, New You [internal value: responsibility; external feature/benefit: convenience]
Week One: New Year’s Day; Rose Bowl
Saving Money (how to) – Price v. Convenience – Which Option is Better for You?
Promo/Giveaway - New Year, New You – BOGO [healthy] – unlock via
Great 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 13th
Saving Money (how to) – saving on gasoline: winter edition
Budget Calculator Column – how to create a household budget + personal experience in doing so
Travel Tips – How to Drive in Snow & Ice: a Southerner’s Experience
Top Customer Column – super awesome customer highlight + token prize (with pic & video interview?); theme = convenience & responsibility
Week 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 Anniversary
Week Four: Manager’s Meeting Jan 22-25; Chinese New Year Jan 23; Opposite Day Jan 25
Saving Money (how to) – bang for your buck: healthy food choices at MurphyUSA
Budget Calculator Column - “spend money on this, not on that” column
Travel Tips – Things to Do while Driving: New Year’s edition
Top 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 use
Facebook: actual launch site for the application –
only Facebook fans have the initial “unlock” code to DL the app
Website: crystal clear/clean hero image + message + “official” information about the new app
possibly produce microsite longer-term – “the chuck norris of applications” – crowdsource the future development/features for the app
YouTube: 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)

2. Website Hero Image Theme
JANUARY
Week One
Week Two
Week Three
Week Four
Website Hero Image Theme
New Year, New Look – lots of changes on the horizon
Winter appearance
App is Coming…
App is COMING!
App Launch!!
Launch microsite for app
Blogs
Internal: new blog name launch; new look; Great Service column; how to save on maintenance
External: branding change
Internal: results of driving poll; save on gas; FB link + extra commentary on super customer
External: app hype!
Internal: Murphy history + anniversary; healthy Murphy; “spend this, not that!”
Internal: app launch (w/ numbers of DLs, uses, comments, big glossy photos); Mayors
Facebook
Home to redeem coupon with FB like + driving poll
New Year’s Resolutions – internal/external
App is Coming… comment on speculation
Super Customer highlight
App 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;
Twitter
Announce monthly “best Mayors” awards for FSQ
Linkbait other initiatives
App 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!
Foursquare
Mayor Awards – based on # check-ins & station tips/commentary
YouTube/Flickr
Video: blogger – convenience of Murphy theme
Video: branding – Murphy values: responsibility
Video: quick stream from Disney; ad for App launch
/SMS
E-Offer: freebie to redeem via Facebook
E-Offer: BOGO to redeem via SMS
app launch!
In-Store

3. Monthly 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 5
Saving 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 Superbowl
Week Two: Lincoln’s Birthday Feb 12 ; Valentine’s Day Feb 14
Saving 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 doing
Travel Tips – Getting the Most from Your Commute w/ Murphy
Top 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 26
Saving 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 feedback
Oil & Gas 101 Column - education-based – “Keeping Gas Clean (and Low-Cost!)
Week Four: Leap Day Feb 29
Saving Money (how to) – Saving Money: Spring Break Edition
Budget 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 is
External: 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 customers
Internal/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

4. Website Hero Image Theme
FEBRUARY
Week One
Week Two
Week Three
Week Four
Website Hero Image Theme
Superbowl
All About Murpay + “ad”
Valentine’s Theme – reds, white, pink
Love Staff & Customers!
President’s Day Theme – red, white, blue;
Recruit for MurMad
Preview into MurMad; store photo stream
Blogs
Internal: All About Murpay; From the road – travel to Superbowl;
External: real use of Murpay + commentary
Internal: Love Our Customers!; Love Our Field Employees; Love Our Stores!
External: enjoy the commute with Murphy
Internal: Great Service All Stars (Customer Service); solicit comments; MurMad recruit ad
External: recruit for MurMad
Internal: Amp up to Murphy Madness ; Spring Break travel ideas; “Spend this, not that!”; Mayors
External: Murphy Madness steam
Facebook
Facebook campaign: for the love of driving; highlight Murpay campaign
Meme: Roadtrip! + invite friends to join FB page ; Super Customer highlights
Sweepstakes for MurMad (recruiting road warriors to become a Road Idol)
Photo stream from Flickr – vote on the best pics ; amping up to Murphy Madness
Twitter
Murpay signups; Highlight Facebook love driving campaign
Partner/Vendor Deals (lead up to Prez Day)
Spotlight FB photo campaign + photo streams
Spotlight Murphy video
Amping up for Murphy Madness! ; continue soliciting for photos
Foursquare
Announce monthly “best Mayors” awards for FSQ
Mayor Awards – based on Murpay use + # check-ins – preview into MurMad
YouTube/Flickr
Establish Flickr account for store photo uploads
Video: “Superbowl ad” re: Murpay
Video: blogger – customer appreciation in action on V-Day
Video: branding – Murphy values: listen & communicate
Video: ad for MurMad
Video: quickstream – best customer photos
/SMS
E-Offer: freebie to redeem with Superbowl ad re: Murpay (at YouTube)
SMS: Murpay signups + drip campaign
E-Offer: BOGO to redeem via photo upload of your favorite store
In-Store
Signage: sign up for Murpay

5. Monthly Content Calendar
Month: March [Women’s History Month; Red Cross Month; Spring Break]
Theme: Murphy Madness! [internal value: Celebrate! ; external feature/benefit: Community Involvement
Week One: Daylight Savings Mar 11
Saving Money (how to) - Daylight Savings – Morning Coffee/Breakfast Deals on the Way to Work
Promo/Giveaway – Red Cross Month – donate $x thru MurphyUSA, get a FREE ___!
Great Service Column - Community Involvement: highlight on Team Murphy
From 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 17
Saving 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 doing
Travel Tips - Roadtrips with MurphyUSA! // Spring Break!
Top Customer Column – super awesome customer involved with their local community w/ Murphy help
Week Three: Spring Equinox Mar 19; National Goof Off Day Mar 22
Saving Money (how to) - How to Save Money: Road Warrior Edition [tips from our Road Warrior contestants!]
Promo/Giveaway – MurphyMadness voting at Facebook – BOGO product
Great 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 season
Week Four: Make Up Your Own Holiday Day Mar 26; Final Four Mar 30-Apr1
Saving 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 community
Major 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 contestants
Possible sponsors: Coke, Slim Jim, General Motors, Wal-Mart, Waffle House, Clear Channel, Sprint
Budget: dependent on sponsor involvement, but as close to cost-neutral as possible for Murphy
Small weekly prize drawings for participating voters; six contest rounds
Bloggers: 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 campaign
Wiki: running commentary on the warriors w/ bios, info, the contest, etc – fully editable & sharable
Foursquare: check-ins at Murphy + sponsors = points toward victory; additional mini-contests as well
Mobile app:
Facebook: social voting via Face-off app; invites to refer friends to vote; mini-contests for contestants & followers
Twitter: maintain #murphymadness for live-blogging of contest events and score totals
YouTube: 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!

6. Website Hero Image Theme
MARCH
Week One
Week Two
Week Three
Week Four
Website Hero Image Theme
MurMad Round 1-2
Red Cross promo
Spring colors for ads
MurMad Round 3-4
TeamMurphy hilites
MurMad Round 5-6
MurMad Round 7
Blogs
Internal: Daylight Savings; Florida trip;
External: TeamMurphy; MurMadness announce
Internal: vendor deals; top customers
External: budget checkin; roadtrips with Murphy; bloggers helping your region to victory!
Internal: customer support; gas formulas; road warrior tips
External: MurMad voting – get down to the local level!
Internal: Employees; MurMad finals;l final four with MurphyUSA
External: Spend This, Not That; Cool Driving Tools
Facebook
Red Cross Promo announcements; MurMad launch
MurMad promo – social sharing & initial voting for contenders
MurMad promo – voting
eOffer – unlock with voting (BOGO)
MurMad promo – daily mini-contests (4 total; crown Idol early Friday!)
Twitter
Red Cross announcements; MurMad launch + real-time score updates
MurMad score updates + social sharing for voting + road tips from contenders
MurMad score updates + social sharing + road tips from contenders
MurMad score updates + social sharing + tweet to vote
Foursquare
Announce monthly Mayor awards; lead into MurMad w/ # check-ins
MurMad promo - # checkins + social share
MurMad promo - # checkins + check-ins with friends
MurMad promo - # checkins +
YouTube/Flickr
MurMad promo – catchy intro about game ; photo stream uploads
MurMad promo – the contenders – basic info (20s); photo stream uploads
MurMad promo – the contenders – deep info (45s); photo stream uploads
MurMad promo - who will be crowned the ‘Road Idol’
/SMS
- Red Cross promo (e-Offer); announce launch of MurMad
– MurMad regional updates
Text - MurMad - Text to Vote
Text – MurMad – Text to Vote
In-Store
“Sponsorship” of R4 local contestants thru R7