A MARKETER'S GUIDE THE ART & SCIENCE OF CONSUMER PROMOTION & DIGITAL CAPABILITIES - Centra360
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A MARKETER’S GUIDE THE ART & SCIENCE OF CONSUMER PROMOTION & DIGITAL CAPABILITIES
YOUR GAMES
OUR CORE VALUES MANAGEMENT
EXPERTS
RESPECT FOR CLIENTS
• Foster collaborative, lasting relationships with our partners
• Focus on your goals, not our own – your vision, objectives, results and profit
• Value and transparency in everything we do
PASSION FOR THE BUSINESS
• Deliver experience, excitement, passion and curiosity to every project
• Pro-active attitude – not reactive
• Tireless work ethic and creative spirit
EXCELLENCE IN EXECUTION
• Best-in-class talent that’s accessed as you need
• Execute superior support services
• Obsessed with accuracy in the details
• Nimbleness in execution
• Solutions-neutral approach
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© 2019 Centra360
YOUR GAMES
OUR PEOPLE
MANAGEMENT
AT THE HEART OF EVERYTHING WE DO, IS OUR PEOPLE: EXPERTS
TEAM ORIENTED In today’s environment, in order to ensure effective program administration each member of the team
contributes a significant link in the process – one unit working together toward a common goal
EXPERIENCED Members of the dedicated account teams are required to have industry experience of no less than
three years. Each member is multi-faceted and demonstrates proficiency in program management
DEDICATED Centra personnel haven proven themselves time and time again to provide service on a 24/7 basis
SOLUTION PROVIDERS We provide sound marketing solutions to the challenges that face your business and effectively
manage clients programs with proper assessment, a plan of action and implementation
OVERACHIEVERS As an organization we believe nothing is beyond reach. No idea is to complex to bring to life when
you apply your collective minds, heart and soul towards achieving
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© 2019 Centra360
PARTIAL CLIENT LIST YOUR GAMES
MANAGEMENT
OVER 25+ YEARS OF BUILDING LASTING CLIENT RELATIONSHIPS
EXPERTS
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© 2018
2019 Centra360
OUR SERVICE APPROACH YOUR GAMES
MANAGEMENT
EXPERTS
• OBJECTIVE: Provide consistent client engagement to deliver successful programming
— One team that will learn your business, build relationships, care about your brands
— Be proactively involved vs “order takers”
• APPROACH: Right resources for right jobs
— Resource against rich client engagement during first three months
— Adjust services across calendar against key planning and executional periods
— Provide senior level commitments and ongoing consultancy
• KEY COMMITMENTS:
— On-site person(s) for meetings and discussions as applicable
— Dedicated Sr. Director(s) to project manage
— Access to Executive Vice President/Consumer Promotions Lead
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© 2019 Centra360
CENTRA360 CLIENT SERVICE STRUCTURE YOUR GAMES
Allocation of resources within each Agency division to be predicated by the scope of work. MANAGEMENT
Resources to be scaled accordingly as needed throughout the Client/Agency relationship
EXPERTS
Executive Management
Account Management Team
Strategy Creative Digital
Team Services Services
Production/
Legal Traffic Mgmt Warehouse
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© 2019 Centra360
CENTRA360 CLIENT SERVICES YOUR GAMES
MANAGEMENT
Planning & Development
EXPERTS
• Account/Project Management & Administration
• Post Program ROI Analysis
• Vendor Negotiations & Management
• Partnership & Sponsorship Development & Management
• Offline & Online Creative
• Mechanical & Print Production
• Digital Production
• Front end/Back End Development
• Mobile/Application Based
• Text To Win Technology
• QA Oversight & Assurance
• Hosting & Security
• Social Applications & Integration
• Production Services – Print & Digital
• Prize Procurement & Fulfillment
• Customer Service
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© 2019 Centra360
YOUR GAMES
WE DO ALL THIS & A WHOLE LOT MORE
MANAGEMENT
EXPERTS
Mobile Partnership Loyalty/Rebate
Programs Programs
Social & Digital Shopper
Activation Sports, Music & Marketing
More
Consumer Sponsorships Advergaming
Promotions
Experiential Cause Marketing
Programs
Global Video Contests Branded Content
Campaigns
Spin-to-Win Videography &
Games Film Production
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© 2019 Centra360
LEGAL SERVICES YOUR GAMES
MANAGEMENT
EXPERTS
• Sweepstakes & Contest Legal Review • 1099 Tax Filings
• Draft Official Rules & Disclaimer Copy • COPPA & CARU Compliance
• Draft Privacy Policies/Terms & Conditions • CAN-SPAM Compliance
• Contest Judging • FTC Compliance
• Conduct Random Drawings • GDPR Compliance
• Winner Documentation and Validation • Insurance Coverage & Indemnification
• State Registration and Bonding • Data Security
• Fulfill Winners List/Official Rules Requests • International Promotions
• Negotiate Celebrity Endorsements — Draft Official Rules
• 501c3 Vetting and Negotiation — Registration and Bonding
• Commercial Co-Venture Filing — Translations
• Criminal Background Checks — International Tax Filings
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© 2019 Centra360
POST PROGRAM REPORTING & ANALYSIS YOUR GAMES
MANAGEMENT
EXPERTS
REPORTING ANALYSIS
Measured & Monitored Data Collection & Reporting Finding Actionable Meaning In Reported Data
• Program Dashboard • Trend Analysis
• Promotion Detail Summary and Charts • Recap Reports w/ Key Insights & Observations
• Geographic and Demographic Summaries • KPI Measurement
• Received / Qualifying / Non-Qualifying Counts • Consumer Surveys
• Summary charts / Monthly / Weekly / Daily counts • Test vs. Control Study
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© 2019 Centra360SECURITY & COMPLIANCE YOUR GAMES
CARE ABOUT THE USER AND THE EXPERIENCE STARTS WITH PROPER SECURITY & MANAGEMENT
COMPLIANCE EXPERTS
• Providing a compliant and secure environment for both our Users and our Data
• Providing our users with End-to-end SSL (HTTPS) and GDPR & WICAG Compliance
• General Data Protection Regulation (GDPR)
— Providing a clear and concise entry workflow, inclusion of a cookie consent notice, and age verification fields
where applicable.
• Web Content Accessibility Guidelines (WCAG) ADA, and Section 508
— Providing accessible content and functionality benefits more then just being compliant
— Adhering to A, AA and AAA (when applicable) standards for example ensures a consistent look and feel to the
website, formalizing the long standing argument between designer and developers
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© 2019 Centra360WEB HOSTING YOUR GAMES
WE HAVE THREE TASKS FOR OUR WEB HOSTING TO SOLVE: MANAGEMENT
EXPERTS
Fast page loads Secure user interactions Capture user submissions
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© 2019 Centra360YOUR GAMES
PROGRAM DEVELOPMENT & SUPPORT MANAGEMENT
EXPERTS
Each project is built as its own entity, FORKED
from our “Centra Entry System” and customized
for the needs of the project.
This gives us unlimited flexibility when developing
complex functionality, while still giving us a
starting point.
Development and support go hand in hand. Whether
it be a bug, feature request, or an improvement.
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© 2019 Centra360BUGS AND WHY WE LOVE THEM! YOUR GAMES
MANAGEMENT
PROBLEM ESCALATION PROCEDURE EXPERTS
We treat every reported issue the same way—AS A HIGH PRIORITY!
1) Fix the bug & test
2) Deploy the changes to production
3) Update the CORE system accordingly
Each bug that is found gives us the opportunity to eliminate a possible issue for ALL future projects.
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© 2019 Centra360CENTRA ENTRY SYSTEM YOUR GAMES
MANAGEMENT
EXPERTS
The Centra "Entry System” is a proprietary web application built out of necessity
and molded into an enterprise application by the hundreds of projects it’s been the driving force behind.
Our goal is to always improve our Entry System, whether its adding new features, increasing
performance, or refactoring for smoother deployments.
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© 2019 Centra360USER FLOW & VALIDATION YOUR GAMES
MANAGEMENT
EXPERTS
Our job is to ensure users are playing by the programs rules, while not discouraging the un-informed.
The key to a perfect entry system is to provide consistent and obvious workflows.
FORM VALIDATION
Real time feedback, ensuring the information
entered in the form fields is valid
FRAUD DETECTION
Is fraud being committed?
PROJECT SPECIFIC CRITERIA
Specific rules for the project, such as the
frequency in which a particular user can enter
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© 2019 Centra360USER FLOW & VALIDATION YOUR GAMES
MANAGEMENT
EXPERTS
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© 2019 Centra360YOUR GAMES
REAL TIME FEEDBACK
MANAGEMENT
EXPERTS
Providing the user in real time feedback
• Higher level of engagement
• Easier user interface
• Lower exits
• Overall better data
We perform identical logic server side
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© 2019 Centra360REPORTING YOUR GAMES
MANAGEMENT
EXPERTS
They key to reporting is proper filters and file types. Each department, integration, individual will have
their own set of requirements in terms of reporting.
REPORTS ARE STRUCTURED AS DEFINED BY THE PROJECT SPECIFICATIONS.
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© 2019 Centra360REAL TIME DASHBOARD YOUR GAMES
MANAGEMENT
EXPERTS
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© 2019 Centra360DRIVING EFFICIENCY THROUGH PARTNERSHIP
YOUR GAMES
With 22 years of developing promotions we are skilled in identifying, engaging and MANAGEMENT
negotiating prize partner opportunities for our clients EXPERTS
Travel Fashion Electronics/Technology
Appliances
Film & Television VIP Experiences
Scholarships & Cash
Music Automotive
Sports
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© 2019 Centra360EXAMPLES OF OUR WORK
22YOUR GAMES
March Buzzer Beaters MANAGEMENT
EXPERTS
OPPORTUNITY
• Put Foster Farms frozen chicken products into snacking consideration during the high
snack consumption period of the NCAA College Basketball Tournament.
• Leverage digital media, social posts and in-store POS at over 3200 grocery stores to
create awareness and drive consumers to game play – with option to receive high-value
coupon as well
HOW IT WORKS
• Consumers are directed from retailer co-branded geo-targeted digital ads, social
influencer posts and in-store POS to visit retailer coupon galleries for savings and/or go to
www.ffbuzzerbeaters.com to play fun game: see how many baskets you can score in 30
seconds.
• Once game play is completed consumer has option to play again OR to register to see
what their game play has qualified them to win:
• Savings codes from Fanatics.com up to $500 worth!!!
RESULTS
• Delivered over 32MM impressions from all media
• Over 105,000 page views / 19,000 Game Plays w/ registration
• Generated 7% free social posts for free bonus game play
• Over 200k coupon click-thrus and downloads – 7% redemption
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© 2019 Centra360YOUR GAMES
March Buzzer Beaters MANAGEMENT
EXPERTS
SHOPPER MARKETING
Program executed at 12 customer banners across digital and in-store to create brand
consideration. In-aisle POS create awareness for the digital game and savings offer.
The “Buy 2, Save $3” offer was delivered via coupons.com and retailer loyalty
programs to drive multi-product stock-ups.
SOCIAL INFLUENCER
Program leveraged 21 lifestyle-focused influencers across 8 states corresponding to
major Foster Farms markets to deliver compelling product usage “game day” content
including recipe and spread ideas.
Content was driven across influencer blogs and onto key social platforms including
Instagram, Pinterest and Facebook, with Twitter heavily used for promoting digital
game play as well as influencer micro-promotions. Nearly 25MM impressions and 73k
engagements were delivered.
DIGITAL MEDIA
• Drive over 6MM geo-targeted impressions
• Co-branded with six retail banners
• Linked to retailer digital coupon galleries
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© 2019 Centra360YOUR GAMES
Folgers Jingle Contest MANAGEMENT
EXPERTS
OPPORTUNITY
• In honor of the 25th Anniversary of the iconic Wakin’ Up With Folgers in Your Cup jingle,
Folgers invited consumers to create their own jingle using the melody and lyric of the
original jingle.
• Since 2009, Centra360 has administered and judged the Folgers jingle Contest and
thousands of entries have been received. Contest Winners have since appeared on
national television talent shows
HOW IT WORKS
• Entrants create their own jingle by incorporating the melody and lyrics of the
Wakin’ Up with Folgers In Your Cup and upload the video to a designated
microsite
• Finalists are selected and their entries appear online in a consumer voting
component to be selected as the Grand Prize Winner of $25,000
• A consumer Sweepstakes runs concurrently with the voting program to
encourage consumers to vote and get a chance to win $5,000.
RESULTS
• Jingle contest resonates with coffee drinkers of all ages
• Generates talented videos
• Sweepstakes generates incremental names and email addresses to Folgers existing
CRM efforts
• Program is so successful it repeats yearly
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© 2019 Centra360YOUR GAMES
1850 Bold Pioneer Contest MANAGEMENT
ONLINE CONTEST
EXPERTS
OPPORTUNITY
• To introduce & celebrate its new, bold line of 1850TM Brand Coffee, Folgers
launched a contest to find individuals who had “brewed up” the best big idea,
awesome invention and game changing innovation.
• Social Influencers and Brand Ambassadors helped generate further engagement
via a tour of 1850 Bold Studios that sprouted up around the country where people
could come and taste the coffee.
HOW IT WORKS
• Consumers were required to submit a bold idea using the hashtag,
#1850BoldContest and posting their 60 second pitch on Instagram or Twitter.
• Three Finalists were flown to San Francisco to give a pitch to a panel of judges
and have a mentoring session with Reddit founder and company spokesman,
Alexis Ohanian.
• A sweepstakes overlay includes a consumer voting mechanism
• Grand Prize Winner receives $18,500 toward the funding of their Bold idea
RESULTS
• Contest generated incredible bold idea from millennial entrepreneurs
• Voting Sweepstakes generated 10% unique entrant database for future
marketing efforts
www.1850coffee.com/BoldPioneers
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© 2019 Centra360YOUR GAMES
Dunkin’ Vote for Your Flavorite Sweepstakes MANAGEMENT
EXPERIENTIAL / DIRECT MAIL PROGRAM/ SAMPLING
EXPERTS
OPPORTUNITY
• Generate buzz and excitement for a new Dunkin’ Donuts Bakery Series Flavor.
Design, produce and distribute a custom mailer with three product samples & high
value coupon. Engage consumers to try the product and vote for their “Flavorite.”
Top voted becomes the new flavor manufactured and sold in stores. Encourage
people to vote by offering a Sweepstakes for the chance to win $5,000 or a year’s
supply of the new flavor
HOW IT WORKS
• Emails deployed to Perks Members to register for FREE sample
• Approximately 240k members registered to receive
• Carton encourages coffee fans to visit a designated website to vote for
their “Flavorite” sample
• National Sweepstakes encourage all coffee drinkers to enter and
receive a free sample package
RESULTS
• 350,000 sample packages were mailed within 6 weeks
• Program excited a lot of passionate Dunkin Donuts fans
• Sweepstakes generated hundreds of thousands of votes
• Sales of the winning Coffee began in May, 2018
• Introduced a new, successful sampling model in conjunction with project
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© 2019 Centra360YOUR GAMES
MANAGEMENT
“Keep True To Your Core” Text-to-Win EXPERTS
OPPORTUNITY
• When CORE Hydration unveiled singer Ellie Goulding as its newest celebrity
investor and the centerpiece for a cross-platform marketing campaign, C360
was pumped up to deliver the “Keep True To Your Core” Text-to-Win
Promotion.
HOW IT WORKS
• Sweepstakes was promoted on a national basis
• Several retailers offered an exclusive Text-To-Win Sweepstakes whereby
retailer awarded one Grand Prize plus a year’s supply of Core
• Each Grand Prize Winner was flown to New York City for the weekend to
attend a private workout session with Ellie
RESULTS
• Generated tremendous exposure for the Brand as the promotion was aligned
to today’s relevant singer
• Served as an “entrance” to selling the product in key retailers and garnering
displays in store
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© 2019 Centra360YOUR GAMES
My Mochi Moment Contest MANAGEMENT
EXPERTS
OPPORTUNITY
• Tasked with developing a social media contest, C360 executed an Instagram and
Twitter promotion for My/Mo Mochi Ice Cream that solicited photos of "brand
moments" wherever they might occur - with the Grand Prize of a fully-stocked
"Mochi Bar".
HOW IT WORKS
• Entrants were required to follow @MyMochi, post a picture of their “Mo
Mochi Ice Cream Moment” include hashtag #ThisIsMyMoContest
• Entries were judged and One Grand Prize and five (5) First Prize Winners
were selected
• Grand Prize Winner received an Ice Cream Party for Friends & Family
valued at $1,000
RESULTS
• Program just concluded, final results pending
• Centra/Brand collaboration for year 2 of contest underway
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© 2019 Centra360YOUR GAMES
Helping JetBlue ‘Reach Across The Aisle’ MANAGEMENT
PR / Social / Experiential / Agency Collaboration
EXPERTS
JetBlue boldly enticed passengers with a chance to win a
fabulous trip to one of their destinations. There was just one
catch: each passenger had to unanimously agree on the same
destination. In tandem with JetBlue’s PR agency, Centra360
handled all logistics for this phenomenally successful stunt,
including all sweepstakes & social media development.
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© 2019 Centra360YOUR GAMES
Licensed Partnerships
MANAGEMENT
EXPERTS
In partnership with Imagine Advertising, Centra360 has brought the film property
rights to furniture retailers across the country. Centra360’s relationship with
multiple movie studios allowed these retailers to use a number of different movie
titles as promotional incentives using sweepstakes, gift with purchase, digital &
media support, as well as point-of-sale elements.
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© 2019 Centra360THANK YOU!
THANK YOU!
RANDI L. BERGER, EVP
1400 OLD COUNTRY ROAD
SUITE 306
WESTBURY, NY 11590
516.997.3147, EXTENSION 14
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