Presentation

Question 1

Intro

Answer 1

On top of building out the technology, we built a full roll out of our market plan, targeting the Walmart segment. Ultimately, we put this together to show that we can be everywhere they are. Here are a few examples of the tactics we used.

Question 2

Home Page Call Out

Answer 2

First, we made a Home Page Call Out. Adding a home page hero to Murphy’s website will make this site a destination for media buys and help with organic search for people looking for savings.

Question 3

Social Media

Answer 3

Next we created some social media options. We know the Walmart user actively uses social media to sort deals, offers and coupons. In order to intercept them, we knew that we needed to meet them where they’re at—in this case, Facebook and Twitter.

Question 4

Email

Answer 4

We also looked at tactics through email. Murphy USA customers are already receiving e-mails from Murphy, so we know this cost effective tactic will get the information out there easily.

Question 5

Paid

Answer 5

We also explored paid tactics. Since our primary segment is active on Instagram, we decided that we need to execute targeted buys to pursue media purchase decisions.

Question 6

In-Store

Answer 6

In addition to digital tactics, we also explored some in-store options.

Question 7

Pin

Answer 7

We created a pin—Since our associates are our strongest advertisement, we will train them on talking points and give them pins to wear as they engage with customers during transactions.

Question 8

Window Banner

Answer 8

We also made a Window Banner which puts awareness stickers on drink cabinets to drive awareness of the new feature.

Question 9

Pump-Topper

Answer 9

We also created a Pump-Topper, which leverages people’s time at the pump allows us to drive awareness of the new features as well as app downloads.