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TODAYS PRESENTATION
1. 2. 3. 4. 5. 6. 7. 8. 9. Introduction Background Task Challenge Target Audience The Key Insight The Promise Concepts & Executions & Implementation Plan Summary/Wrap Up

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BACKGROUND
Kodak is a leader and innovator in the photo industry. The launch of Kodaks new picture kiosk Facebook application continues to differentiate Kodak within the marketplace. By harnessing the power of social and interactive media, Kodak can now reach millions of consumers across the US, both online and in-store.

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OUR TASK

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ONE

Grow awareness and use of Facebook enabled Kodak Picture Kiosk (KPK)

TWO

Collect data and establish loyalty among Kodak customers

THREE

Increase revenue from kiosk premium products

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THE CHALLENGE

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FIRST CHALLENGE
There isnt a demand for prints anymore. Sharing electronically is more efficient.

RESEARCH
Less than 10% of US households print their digital pictures.
(PMA 2010 U.S. Camera/Camcorder Digital Imaging Survey)

I hardly ever print. Id rather share my pictures online.

- CVS Customer

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SECOND CHALLENGE
People are not as aware of Kodaks in-store kiosks or online presence.

RESEARCH
I always shop at Target and Ive never seen a picture kiosk.
-Target Customer

.02 percent of Facebook users are fans of Kodaks Facebook page.

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THE TARGET AUDIENCE

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THE YOUNG PROFESSIONAL

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THE NEW MOM

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KATIES KEY ATTRIBUTES

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CONNECTING WITH THE TARGET

We wanted to speak to our target audience first hand. We asked her why she makes trips to the kiosk. She answered with a smile.

Look at this face. Wouldnt you want to take him with you always?

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THE INSIGHT

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THE INSIGHT
I have awesome memories that I want everyone to see, but I havent had time to print them out. - Katie

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THE PROMISE
Dont let your Facebook pictures become an old post, let the KPK turn your memories into something that lasts.

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HOW THIS PROMISE COMES TO LIFE

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Concept 1 Spot the Moment

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Spot the Moment

Getting Lost in the Shuffle
As a society, we take hundreds of photos. These moments are uploaded and filed into folders and Facebook albums, only to be forgotten as the next collection is added. The Spot the Moment campaign encourages Facebook users to assign significance to their special moments.

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Spot the Moment

Phase 1: Launch
FACEBOOK CAMPAIGN TAB The Spot the Moment campaign will launch on Kodaks Facebook brand page. Facebook is the perfect platform to illustrate the difference between one special moment out of the millions of thumbnails no one ever sees.

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Spot the Moment

Phase 1: Launch
TAGGING A MEMORABLE MOMENT The Spot the Moment campaign encourages users to tag their favorite photos on Facebook as a Kodak Memorable Moment. A photo can be tagged by anyone on Facebook.

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Spot the Moment

Phase 1: Launch
THE MEMORABLE MOMENT ALBUM Tagged images are placed in a special Kodak album reserved for their most treasured memories. Once a user has created a Kodak Memorable Moments album, he or she is able to create prints, photo books and other premium products online, which they can then print out at the KPK.

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Spot the Moment

Phase 1: Launch
A MEMORABLE MOMENT POST Each time a photo is tagged as a memorable moment, a wall post will be displayed on their newsfeed. This will share personal sentiments as well as drive campaign awareness.

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Spot the Moment

Phase 1: Launch
MEMORABLE MOMENTS MOBILE APP The Spot the Moment mobile application allows Facebook users to tag their memorable moments on the go.

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Spot the Moment

Phase 2: Driving Awareness
In addition to basic Facebook sharing, this campaign will also raise awareness through targeted Facebook ads, mobile app ads, and bannerads. We will also leverage the Twitter platform by trending the #PrintableMoment hashtag for moments worth sharing.

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Spot the Moment

Phase 3: Generating Loyalty
MEMORABLE MOMENTS IN REAL LIFE Everyone takes pictures at concerts. This fall, Kodak will team up with concert promoters such as Live Nation, to place KPKs at various venues relevant to our target audience.

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SPOT THE MOMENT: PROMOTIONAL CALENDAR

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Concept 2 The Social Project

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The Social Project

A Simple Gesture
Weve overcomplicated the way we communicate and share. We own smartphones, tablets and laptops. We Skype, we FaceTime and we chat. The Facebook and Twitter accounts we love so much, have actually made our personal conversations impersonal. Sometimes the simplest gesture is the most impactful. Printing a photo can capture the emotion a thousand Facebook posts and Tweets cannot.

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The Social Project

A Simple Gesture
WHY A MOVEMENT? The Social Project will encourage human interaction by sharing moments in the most meaningful, tangible way. These printed pictures will be cherished not only with Facebook friends but true loved ones who may not be involved in the digital world. This sentiment is the driving force.

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The Social Project

Phase 1: Launch
LAUNCH A MOVEMENT Every time a customer prints from the Kodak Facebook App or from the KPK they are contributing to something much larger. At the time of purchase the customer will immediately be a part of the movement. They will receive 5 free prints to share with the people they care about.

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THE POWER OF ONE PERSON

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The Social Project

Phase 1: Launch
THE IN-STORE EXPERIENCE When customers print from the Kodak Picture Kiosk they will see in-store signage describing the promotion. Once the pictures are printed, they will receive an activation card that will drive them to the promotional Facebook page.

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THE IN-STORE EXPERIENCE

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The Social Project

Phase 1: Launch
THE ONLINE EXPERIENCE When a customer prints from the Kodak Facebook App they will receive the same promotion in digital form.

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THE ONLINE EXPERIENCE

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The Social Project

Phase 2: Awareness
In addition to basic Facebook sharing, this campaign will also raise awareness through targeted Facebook ads, mobile app ads, and banner ads.

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The Social Project

Phase 2: Awareness Continued
An important feature that the kiosk is currently missing is data capture. To solve for this when customers redeem their free prints, they will provide their personal information creating a lead generation database for future Kodak promotions.

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The Social Project

Phase 3: Generating Loyalty
MEMORABLE MOMENTS IN REAL LIFE Susan B. Komen is a breast cancer awareness foundation that hits home for much of our target audience. Susan B. Komen hosts walks throughout the US during various times of the year. Kodak Picture Kiosks will sponsor the event by having kiosks at the finish line. Runners and supporters will be able to instantly print out their experience and share their pride, strength and hope with five others--who will hopefully do the same.

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THE SOCIAL PROJECT: PROMOTIONAL CALENDAR

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WRAP UP
Kodak is a strong brand and is continuing to innovate. With Kodaks new Facebook page and the quality of their KPK, we can turn virtual special moments into ones that really last. Weve come up with two approaches to market this new product relevantly, while upholding and enhancing the Kodak brand identity. Let us know whether you want to Spot the Moment or take part in The Social Project.

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Thank You.

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