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Pinnacle to the People Media Recap 8.14.12

Pinnacle to the People Media Recap 8.14.12. “ Pinnacle to the People ” Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF. Media Objectives - Increase awareness of Pinnacle among affluent dog owners in 6 key Pinnacle/ Petco markets

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Pinnacle to the People Media Recap 8.14.12

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  1. Pinnacle to the People Media Recap 8.14.12

  2. “Pinnacle to the People” Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF Media Objectives - Increase awareness of Pinnacle among affluent dog owners in 6 key Pinnacle/Petco markets - Drive foot traffic to the Pinnacle to the People events - Help to develop and increase social presence (likes/followers)

  3. Media Plan Overview Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF Radio Paid Social App Download Paid Search

  4. Radio Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF Spots and live reads drove traffic to selected Petco locations, increasing store traffic and driving awareness of Pinnacle. Remotes were negotiated as well (valued at $25,000 in value add media), where samples and coupons were given away to visitors.

  5. Radio – Cont. Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF “As the manager of Petco, I am very excited to have Pinnacle street team here today. Pinnacle is a brand I use and respect.” – Austin Petco Manager We love the samples and so does our dog! Thanks for sharing. We can’t wait to use these coupons!” –Petco Customer

  6. Facebook Paid Media Paid Facebook ads helped increase fan base from 759 to 2,845 through 8/13– an increase of 274%! Impressions: 17,842,540 Clicks: 5,307 Paid Fans Acquired: 1,879 CTR: 0.03%

  7. Promoted Twitter Campaign Geo-targeted Twitter promotion helped increase followers from 70 to 726, an increase of 937%! Strategy was to build up followers prior to tweeting in each market about the tour

  8. Promoted Twitter Campaign Examples of Promoted Tweets Paid media helped to drive followers, engagement, and scale to reach users that had never previously heard of Pinnacle or the Food Truck Tour.

  9. Paid Search • Ad Groups • Included Dog Food, Dog Parks, and Branded Terms (Pinnacle Dog Food) • Top Terms*: • Dogs Portland, Los Angeles Dogs, Dogs Seattle, Bay Area Dogs, Pet Food, Dog Food • Example Copy: • Find Your Dog’s Pinnacle • Follow the Pinnacle gourmet food truck as it tours through Seattle. Paid Search terms drove traffic to the Facebook tab and drove awareness of dog food and tour Impressions: 453,164 Clicks: 645 CTR: 0.14% *Based on Click Volume

  10. Promoted App Downloads App download promotion through paid mobile banner media, using a cost-per-download model. Campaign is still in progress*, with 668 downloads through 8/12. Impressions: 551,465 Clicks: 2,855 Downloads: 359 (Guaranteed 1,500+) *Note: due to tracking issues, downloads were not being recorded until 8/8

  11. Thank You

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