Jeff Lack from Jiffy Lube and Jim Badum from Sq1 presentation deck from Digiday Retail Summit, 7.29.14

1. Sq1Agency.comCONFIDENTIAL
Sq1.com

2. Sq1Agency.comCONFIDENTIAL
Sq1.com
How Jiffy Lube’s Digital Program
Became a Well Oiled Machine
Digiday Retail Summit

3. Sq1Agency.comCONFIDENTIAL
Sq1.com
Jeffrey Lack
Chief Marketing Officer
Jeffrey.Lack@Shell.com
Jim Badum
Vice Chairman
Jim.Badum@Sq1.com

4. Sq1Agency.comCONFIDENTIAL
Sq1.com
The Challenge
Consumers are extremely active
shopping deals with over 100M annual
Google searches for oil change related
services
The system is controlled by franchisees
who have diverse pricing and
discounting strategies (a national $5
offer was not relevant)
Category is more competitive with low
entry price points for oil changes to
bring in traffic
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5. Sq1Agency.comCONFIDENTIAL
Sq1.com
The Solution
Sq1 worked with Jiffy Lube to
build a portal allowing each DMA
 Customization of offer
 Localization of offer
 Easy to use
 Flexibility of offer content
timing, etc.
National Ad Fund could then be
allocated to localized messaging
Local Markets can add
incremental dollars to PPC budget
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6. Sq1Agency.comCONFIDENTIAL
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KPI’s and Measuring PPC Results
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Clicks
CPC
Page Views
Conversion Rates
Coupon Prints
Cost Per Print
Impression Share
ROAS
Profitability
ROI
The Wrong Way
A Better Way
The Right Way

7. Sq1Agency.comCONFIDENTIAL
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Results: ROAS has improved from less than $2:1 to
almost $8:1
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3065
4249 4287
5223
6391
8466
15034 15081 15202
$58.50
$39.18
$37.25
$24.01
$19.23
$14.46
$10.49 $10.81 $10.60
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
0
2000
4000
6000
8000
10000
12000
14000
16000
October November December January February March April May June
PPC Redemptions Cost Per Redemption
Attribution data suggests that there is an additional multiplier
effect of approx 2.2X
Car counts are now positive after 13 consecutive years of decline

8. Sq1Agency.comCONFIDENTIAL
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Other Activities Important to Jiffy Lubes Digital Success
Sq1 has lowered Display CPM’s for Jiffy Lube from almost $4 to under $1
 Brand Awareness and preference scores are at an all time high
Sq1 has managed Jiffy Lubes SEO
 Year over year, Q2 organic traffic to JiffyLube.com increased by 80%, from 667K in 2013 to
1.49 Million in 2014
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9. Sq1Agency.comCONFIDENTIAL
Sq1.com
Key Takeaways
1. Define your Objectives/KPI’s up front so
that they are meaningful to the organization,
measureable and actionable
2. Challenge the status quo by constantly
testing new ideas and solutions
3. Make it Relevant. Localize and personalize
your messaging to consumers as much as
possible. One size does not fit all…or most