2. Do’s and Don’ts Contest:
How to Properly Throw Away the Wrapper
All it takes is Instagram, Twitter, and a desire to be
eco-friendly
A contest in which anyone with Twitter or
Instagram can participate
Participants take two photos: one showing where
you shouldn’t throw away your wrapper and one
where you should.
Example: Do: throw away in a trash can
Don’t: throw away on top of your dog
3. How toWin:
Participants take the two different photos
Post two photos to Instagram, Twitter, or both
Use the hashtag #JimmyJohnsDo’sandDon’ts
Most creative will win
4. What They Win:
For each photo post, Jimmy Johns will donate
$5.00 to the environmental cause of their
choosing
Winner receives: $100 Jimmy Johns gift card, a
100% recycled materials Jimmy Johns blanket,
and a 100% recycled materials Jimmy Johns
water bottle
5. The Target Audience
The college student
Fast-paced and busy
Doesn’t have time to cook
Opts for the healthier choices
Very eco-friendly
6. Key Performance Indicators
(KPI)
Success measured by SEO
Number of times Jimmy Johns is mentioned
through social media (Twitter and Instagram)
Goal is to get Jimmy Johns’ name out there in a
fun, modern, and eco-friendly way
7. Why Social Media?
Twitter and Instagram will be used because they
are easiest to track with mentions and hashtags
Instagram pictures are extremely popular with
smart phones
Pictures of the Jimmy Johns’ wrappers is an easy
way to get the name out
8. How to Get It Started
Jimmy Johns commercial that demonstrates
different ways on how to and how to NOT throw
away trash
Examples of the “Do’s”: throw away in
garbage, dumpster, recycle
Examples of the “Don’ts”: throw on top of your
dog, on your grandpa, in your bed
Ad copy examples: “In the dumpster, not on this
grumpster.” or “In the can, not on your man.”
9. The Budget
Open budget depending on the number of
participants
Instagram roughly 73 million users
Twitter roughly 6.8 million users
Promotion on Twitter and Instagram should be
very low cost
10. The Budget Continued
About $5,000 for commercial production
About $20-30,000 for the total donations (donate
$5.00 for every participant entry)
About $50,000 for commercial TV spots
Total budget: $75-85,000 depending on number
of participants
11. The Focus
The main goal of this campaign is to promote
eating Jimmy Johns but in an eco-friendly and
fun way using modern social media platforms
The Instagramcampain will be easy for
participants to use but also demonstrate that
Jimmy Johns has a sense of humor – all while
doing this for a good cause
