Final Delta Marketing Campaign B

“Upwards & Onwards with Your Health”A Marketing Campaign for

Intern Marketing Team Presents:The

Mission Statement: To increase the Delta employee awareness and engagement with the platform in order to improve their overall health and wellness, thereby cutting health care costs incurred by Delta Airlines.

Selected due to our academic

accomplishments and proven creativity,

Sharecare’s Intern Marketing team

possess the critical thinking capacity and

outside-the-box mindset necessary in order to develop and

execute engaging and ambitious marketing

campaigns.

The

Team

Marketing Intern Columbia University ‘16

Film Studies Major

Marketing Intern University of Georgia ‘18

Advertising Major

Table of Contents

Overview & Background• Executive Summary • Situation Analysis

• History of Delta • Sharecare Product • Previous Promotions • Research Questions &

Methodologies • Summary of Findings • SWOT Analysis

pg. 5 pg. 7 pg. 8 pg.15 pg.25 pg.34

pg.36 pg.37

Marketing & Communication• Objectives and Strategy • Consumer Profiles • Creative Concept Brief

• Creative Concept Table • Creative Concept Timeline

• The Campaign: • Phase 1: Awareness • Phase 2: Engagement • Phase 3: Re-Engagement

pg. 39 pg. 42 pg. 48 pg. 49 pg. 50 pg. 51 pg.52 pg.55 pg.57

Executive SummaryDelta Air Lines, the largest commercial airline carrier in the United States, employs over 80,000 employees world-wide, who require access to health care despite their jet-setting lifestyles. As a result, Delta’s self-insurance plan is quite a financial burden. Adopting Sharecare's platform in an effort to cut claims and premiums costs can only be effective if employees are aware about the platform, engage with it, and, most importantly, re-engage. The ultimate goal for this campaign is for Delta Air Lines employees to incorporate health and wellness into their lifestyles via Sharecare's platform.

The campaign is broken into three major parts. The first being to raise awareness about the platform and all of its tools, content, and features with the objectives of a 40% opt-in rate the first year, of which 75% register for the RealAge Test, and 60% of those who register complete the RealAge Test. Secondly, to ensure engagement with the platform with the objectives to receive 75% participation in wellness challenges from RealAge Test-completers, 50% of these RealAge Test-completers downloading the Sharecare app, an average of 3 green days per week per employee the download the app, and 500 “Sharing Care” nominations total. Finally, to ensure continued engagement with the platform with the objectives to have 60% of all registered employees uploading content and an average RealAge Test reduction of 1 year per RealAge Test completed by the end of the year.

Executive SummaryEmployees of Delta Air Lines are involved in numerous disciplines. 26.2% are passenger handlers, 24.1% are flight attendants, 13.8% are pilots, and 10.6% are involved in maintenance. Focusing on these disciplines captures approximately 75% of Delta Air Lines employees. The concept of our campaign aims to revitalize the spirits of Delta’s employees with the optimistic and aviation-inspired tagline: “Up and Onwards with your health!” Finally, Delta Air Lines employees have a convenient way to manage their health and wellness while traveling, despite the strenuous demands of their taxing jobs.

This campaign will inspire Delta Air Lines’ employees to become active in their health by offering them to tools to understand their current level of wellness. Through setting personal goals and engaging in competitions, Delta Air Lines employees will find the motivation to live a healthy lifestyle no matter where they fly in life.

Situational Analysis

Originally established as an aerial crop dusting operation in 1924 in the Mississippi Delta. Delta Air Lines has grown into a major American airline whose headquarters and largest hub is in Hartsfield-Jackson Atlanta International Airport. Delta Air Lines serves 180 million customers annually, offering service to 337 destinations in 62 countries on 6 continents. To operate a fleet of more than 800 aircraft, Delta employs nearly 80,000 employees worldwide.

Delta Air Lines Employee Demographics Situational Analysis

Employee Category: Management Flight Personnel Maintenance Labor Aircraft and

Handling

Job Titles

President, Vice Presidents, Assistant to

President, Vice President Controller, Treasurer, Corporate Security, Division Manager

Captains, Check Pilot, Chief Pilot, Copilot, Pilot, Reserve Pilot, Test Pilot,

Flight attendants, Communications Officer,

Engineering Officer, Navigation Officer

Apprentice Mechanic, Carpenter, Chief

Mechanic, Cleaner, Crew Chief, Electrician,

Engineer, Foreman, Inspector, Lead

mechanic, Mechanic, Mechanic Helper

Baggage clerk, Baggage Handler, Cargo clerk, Cashier-ticket office, Chauffeur- passenger vehicles,

Cleaner-aircraft, clerk, control tower operator, counterman, crew scheduler, Doorman, Draftsman, Express agent, light director, Flight dispatcher, Flight

regulations supervisor, Flight specifications supervisor, Freight

agent, Gateman, Mail handling clerk, Meteorologist, Mechanic - line service,

Passenger ramp agent, Passenger sales ticketing clerk, Porter - baggage,

Rates clerk, Reservations clerk, Reservations manager, Refreshing crew, Regional manager, Secretary,

Station manager, Stenographer, Tariff specialist, Typist, Waybill clerk

Workplace Office Airplane Field, Outside, Runway, Mechanic room

Runways, Inside Airport, Outside the airport, Air-traffic

control center

Delta Air Lines Employee Demographics Situational Analysis

Delta Air Lines Employee Breakdown

12%

13%

14%

24%

11%

26%

Passenger HandlingMaintenanceFlight AttendantsGeneral ManagementOtherCargo Handlers, Record Keeping, Instructors, Sales, General Air Craft & Traffic, Aircraft Control

Delta’s Expenditures on Healthcare

Growing CostsIn 2014, Delta noted that their healthcare costs would rise by an approximate $100 million dollars due to the Affordable Care Act:

• Around $10 million due to the “re-insurance fee” (an annual $63 fee per patient)

• Around $14 million due to the legislations “individual mandate"

• Around $14 million dollars due to the coverage of "adult children” under the age of 26

• Higher Premiums all around

Self-InsuredDelta Air Lines currently offers a self-insured healthcare plan for its employees, which means that Delta covers all claims costs altogether.

In 2015 Delta spent over $600 million on healthcare claims, covering 80% of costs.

Bottom Line:In 2015, Delta’s health care costs rose another $50 million.

Delta needs sustained engagement from employees in order to cut healthcare costs.


Delta’s Previous Healthcare PlatformsSituational Analysis

MyUHCMyUHC is an online portal that allows Delta employees (who use UnitedHealthcare’s network of doctors) to book appointments, request refills, and manage claims.

Health4MeA mobile app, created by UnitedHealthcare in order to allow users of the UnitedHealthcare network of providers to easily book appointments, request refills, and manage claims on the go.

Currently the app is available for both Android and iOS.



RallyHealthA comprehensive health and wellness platform, in order to allow users to book appointments and manage their wellness seamlessly. WeRally also offers users the ability to accept health challenges or accept missions.

WeRally also offers the RallySM app to allow users to engage in health and wellness while on the go. Currently the app is only available for iOS.

Created in 2010 by Jeff Arnold and Dr. Mehmet Oz, Sharecare is a health and wellness engagement platform providing a personalized experience to bring the exam room to the living room

Created in 2010 by Jeff Arnold and Dr. Mehmet Oz, Sharecare is a health and wellness engagement platform providing a personalized experience to bring the exam room to the living room

HEALTH PROFILE

One profile architected for delivering ultrapersonalization and maximizing

interoperability

RETAIL PROFILE

SOCIAL PROFILE

FINANCIAL PROFILE

PROFESSIONAL PROFILE

RealAgeTest

DynamicProfile

PersonalizedContent

Programs

HealthTrackers

EmailEngagement

AskMD MedicalRecords

Patient-ProviderConnection

FrictionlessInsights

StressManagement

PatientScheduling

Transparency Telehealth

Sharecare CapabilitiesEXISTING CAPABILITIES UPCOMING CAPABILITIES

EXIS

TIN

G CAPABILITES

UPCO

MIN

G

RealAge Test

DynamicProfile

PersonalizedContent

Programs

Health Trackers

EmailEngagement

AskMD

Medical Records

Patient-ProviderConnection

Frictionless Insights

StressManagement

PatientScheduling

Telehealth

TransparencyThe Employer Solution

RealAge Test: Core health metric

41M+ RealAge Test

Takers

AskMD: Onboarding to healthcare

2014 & 2015 Winner

2M+pre-loads

900K+installs

Frictionless Insights: Invisible Health

Programs and ChallengesSample Event Cards

Daily RealAge Targets Daily Personalized Engagement

Features Sharecare Rally HealthReal/ Rally Age Test

Dynamic ProfilePrograms

Health TrackersEmail Engagement

AskMDMedical Records Patient Provider

ConnectionFrictionless InsightsPatient Scheduling

TelehealthTransparency

RewardsCompare Benefits

PackagesPersonalized Content

Stress Analysis

Sharecare versus RallyHealthSituational Analysis

Delta’s Current Healthcare Issues & Sharecare’s Resolutions

Resolutions• Consolidation:

• “All your health in one place”• Efficiency:

• A complete catalog of healthcare services

• Cut Costs:• The ability to quantify the health

of employees

Issues• Fragmentation:

• No one comprehensive platform• Inefficiency:

• Services missing across all platforms

• Rising Costs:• How can Delta Curb growing

Healthcare costs?


Delta’s Previous Promotions Internal

World’s Largest “Thank You” Card

”This year, our employees set record after record, so we decided to set another one,” said Mauricio Parise, Director – Delta Marketing

Delta broke two Guinness world records in order to commemorate the largest corporate profit sharing payout in history. The greeting card was 50ft x 33ft.

Previous Promotions

Unveiled in October 2015 in Salt Lake City, Delta employees may enjoy a pampering for free.

Amenities include: massages, skin and nail care, hair styling, makeup application, and uniform alterations.

Two more SkySpas are planned to open in 2016 in Atlanta-Hartfield and Detroit.

SkySpasPrevious Promotions

Delta’s Previous Promotions External

The Gift Back Project

Partnership between Delta Air Lines and American Express.

Family members and friends may nominate individuals who have demonstrated unwavering generosity.

Winners are awarded funds to continue giving back to their communities.

Previous Promotions

The SafetysPrevious Promotions

A tongue-in-cheek take on the Academy Awards in order to promote airline safety.

Delta awards creative ways flight attendants promote routine safety procedures.

Special Categories include: Best Lavatory Drama, Most Unruly Passenger, and Lifetime Achievement.

My Next Trip Back Campaign

This Delta Air Lines marketing campaign reconnects foreign individuals with their roots by awarding them an all-expenses paid trip back to their homes.

Winners discover their prize through being reconnected with a kew family member.

Previous Promotions

Sharecare’s Previous Promotions

Sharing Care Video Campaign

The Sharecare video team interviews people with inspiring stories.

The “Sharing Care” segment co very a wide areay of touching stories from cancer survivors to humbling stories of those with disabilities.

Previous Promotions

Research & Methodologies

Research Questions & MethodologiesResearch

Questions

• How does Delta Air Lines primarily communicate with its employees?

• Are there any physical spaces that Delta Air Lines employees report to, frequent, communicate, and socialize at?

• Are employees aware of their current online health portals?• What is their level of satisfaction with Delta’s current offerings?

Methodologies

Primary:Quantitative:• Employee SurveysQualitative:• Employee Surveys• Glassdoor Reviews

Secondary:• Delta Air Lines Employee Handbook• Delta Air Lines Website• Articles from Periodicals Available Online

Summary of FindingsResearch

Communication & Behaviors

Delta relies heavily upon e-mail to communicate with its employees. While many air crew staff do report to locations within major transportation hubs, they are not necessarily areas of socialization. In addition, there is a low level of awareness of the newly unveiled SkySpa.

Level of Satisfaction with Health Benefits

According to Glassdoor, Delta Air Lines employees report an average level of satisfaction with Delta’s current health care offerings.They rate Health Care a 3.6/5, dental a 3.3/5 and vision a 3.1/5.

Delta Employees surveyed were overall unaware of Delta’s current healthcare platform offerings, like RallyHealth and Health4Me.

Unionization Controversy

In 2010, after merging with heavily unionized Northwest Airlines, un-unionized Delta Air Lines had employees vote to determine the future of their unionization.

Results: 9,544 for (50.7%) - 9,266 against (49.3%).

While the non-Union supporters ultimately won, but many were left unsatisfied when their union memberships were stripped.

In 2015 another campaign was launched to re-unionize.

SWOT Analysis Research

Weaknesses

• Missing some features compared to main competitors

• Reliance on self-reporting information may cause users with little time to lose interest and become disengaged with the platform

• Lack of in-platform incentives or tangible reward can discourage engagement

Strengths • A singular and comprehensive platform

provides the tools to serve Delta Air Line's employees’ health care needs, like finding doctors while traveling

• Availability on both the web and mobile allows for use while traveling

• Provides content and social networking tools that can help make health and wellness a lifestyle

Threats

• Lack of a central meeting hub for Delta employees to communicate and socialize

• Over reliance on e-mail correspondence• Limited access to internet, data, and wifi or

limited free time while traveling

Opportunities

• Due to Unionization Controversy, employees are seeking greater benefits from Delta

• The general nationwide trend of health engagement is easy to piggyback upon

• Integration with Delta’s current health and wellness programs like SkySpa

S

O T

W

Marketing & Communication

Marketing & Communication - Phase One


Objectives:• Create brand awareness• 40% opt-in rate• 75 % RealAge Test taking• 60% RealAge Test completion

Strategies:

In order to create awareness, e-mail blasts will be used to initiate our

campaign, and spread communication regarding the opt-in

period, Kickoff Festival, and complimentary biometrics

screenings. Accompanying these e-mails, employees will encounter informative fliers, posters, and

signage in administrative areas.

Rationale:

Our research uncovered that Delta Air Lines heavily relies on e-mail to correspond with its employees, due

to their jetting-setting lifestyles.Thus, it only made sense to use this mode of communication to anchor our campaign. The posters, fliers and signage merely support this primary mode of communication.

The Kickoff Festival and Biometrics Screenings, are events designed to

build awareness, interest, hype, and confidence in the platform.

Marketing & Communication - Phase Two


Objectives:

• Encourage employee engagement with the platform

• 75% of RealAge Test-completers engaging in challenges

• 500 Sharing Care Nominees during this period

• 50% of RealAge Test-completers to use Sharecare on multiple platforms (web and mobile)

• An average of 3 Green Days a week per mobile-using employee.

Strategies:

To encourage engagement in Phase Two, we will continue to use e-mail to

communicate to Delta Air Lines employees. These communications

will inform employees regarding ambassador-led invitational health challenges and monthly “Sharing

Care” segments. To further inundate the Delta Air Lines employees, we will integrate with Delta’s already

existing SkySpa (using posters and fliers) and host Delta Air Lines exclusive virtual events on the

Sharecare website.

Rationale:

For our campaign, we wanted to leverage the power of the already existing Delta Air Lines community. Through “Sharing Care” segments that highlight heartwarming stories

from Delta Air Lines employees, and ambassador-led invitational

challenges, we want to spread the message that the Delta Air Lines community can become improve

their health as a team.

Marketing & Communication - Phase Three


Objectives:• Sustain employee use of the

platform• 60% of employees contributing

content by year end• An average improvement of 1 Real

Age Year per RealAge Test completed

Strategies:

In order to sustain use of the platform, we will unveil our “Green Day” challenge. The “Green Day”

Challenge awards points to Delta Air Lines employees for uploading

content, meeting goals, and achieving “green days”. There will be

a winner every month, per department, as well as an overall winner for the individual with the

most points at the end of the year.

Rationale:

Continued engagement must be voluntary. By offering an incentive to

reengage with the platform, employees are rewarded for

engaging in the platform in various ways.

Consumer ProfilesThe Campaign

Pilot PeterPeter’s job keeps him in the air. However, Peter must also be able to meet minimum flight hour requirements while maintaining sufficient sleep. Peter would enjoy a healthcare platform that could seamlessly monitor his lifestyle while he focuses on managing his busy schedule amongst rerouted and delayed flights.

Passenger Handler PaulPaul is the face of Delta Air Lines for the average customer. Paul must greet each customer warmly and ensure they get to their destination smoothly while working hours that can start as early as sunrise or as late as midnight. Paul would enjoy maximizing her free time with her family by not having to worry about the stresses of healthcare.


Flight Attendant FeliciaFelicia’s job puts her on her feet and on the go in the air all the time. While Felicia always exhibits a positive, peppy, and hospitable attitude while on the job, hiding behind her smile is stress. Due to her irregular schedule that requires constant travel, she finds it increasingly difficult to keep up with her health. Felicia would prefer one comprehensive platform for her to keep up with her health and wellness rather than having to juggle through several.


Maintenance Crew MaxwellMaxwell ensures the safety, convenience, and comfort of Delta’s passengers. Maxwell must be prepared to operate around the clock, seven days a week, 365 days a year. Since much of his work in physical and labor intensive, Maxwell would enjoy a much less laborious method of taking care of his health.


Creative Concept

The Campaign

Engaging in health and wellness and incorporating it into a lifestyle is an empowering and revitalizing experience. As a result, our campaign aims to maximize this feeling of empowerment amongst Delta Air Lines employees.

By offering complimentary consultations to compute Real Age statistics (blood pressure, cholesterol, etc.), giving out health-centric freebies, and invitations to virtual, health-conscious events, this campaign arms each Delta Air Lines Employee with the tools necessary to empower themselves through a healthy lifestyle.

Creative Concept

The Campaign

As the airline industry booms to new heights, Delta Air Lines leads the way. Their new slogan, “Keep Climbing” encourages travelers to explore. Our campaign has a similar objective, to encourage Delta employees to engage in their health and wellness.

Taglines:

“Upward and Onward with your health!”“Let your health keep climbing!”

“Let your health take you to new heights!”“Let your health fly higher”

Creative Concept

The Campaign

Logos:

Tone:

Empowering, Confident, Approachable, Trustworthy, Authoritative, Conversational, Welcoming, Caring, Personal, Informative

Fonts:

Whitney and Proxima Nova

Colors: Language:

Inspirational, optimistic, encouraging, empowering, and welcoming language will be combined with aviation-themed language. Many taglines will put the onus on the employee to “let” themselves become healthy. While before Sharecare, there were many roadblocks to a healthy lifestyle, now the only impediment is themselves. We will also feature the hashtag: #NewHeights

The Campaign

Phase: 1 - Awareness 2 - Engagement 3 - Re-Engagement

Communication & Objectives

Educate employees about Shareware platform Create brand awareness

40% opt-in rate 75 % RealAge Test taking

60% RealAge Test completion

Encourage employee engagement with the platform

75% of RealAge Test-takers engaging in challenges

500 Sharing Care Nominees during this period 50% of RealAge Test-completers to use

Shareware on multiple platforms (web and mobile)

An average of 3 Green Days a week per mobile-using employee.

Sustain employee use of the platform 60% of employees contributing content by year

end An average improvement of 1 Real Age Year per

RealAge Test completed

Timing January - August 2018 January - October 2018 October - December 2018

Tactics

Email blasts Posters & Fliers in Employee lounges

Sharecare branded, health-conscious freebies Promotion-booths at company picnics/events/

parties Complimentary biometrics screenings

Sharecare Kickoff Festival

Continued email blasts Monthly Sharing Care segments

Ambassador-led invitational challenges SkySpa Integration

Virtual Events

Recurring biometrics screenings Lifestyle goal reminders New groups/challenges Green Day Challenge

Consumer Call-to-Action “Takeoff” “Climb Higher” “Soar"

Consumer Action

Sign up for Sharecare Take RealAge Test

Download App Check E-Mails

Participate in Delta Air Lines Events Collect Freebies

Check E-mails Communicate with ambassadors

Visit SkySpas Check the Shareware App or website

Partake in health challenges

Attend consultations events Check lifestyle reminders Partake in new challenges

Creative Concept Table

GREENDAY

The Campaign

Creative Concept Timeline

October FebruaryNovember December January AprilMarch May July September NovemberAugust October DecemberJune

Phase OneAwareness

Phase ThreeRe-Engagement

Phase TwoEngagement

Phase OneAwareness

Onboarding Period Onboarding Period

Biometrics Screening




Ambassador Challenge




<3Sharing Care

Video

<3Sharing Care

Video

<3Sharing Care

Video

<3Sharing Care

Video

<3Sharing Care

Video

<3Sharing Care

Video

Kickoff Event

Fliers, Signage, & Initial E-mail

Blasts

GoalReminders

Freebies

GREENDAY

GREENDAY



GREENDAY

GREENDAY

20182017

The Campaign

Phase One Awareness

The Campaign

E-Mail Blasts:

Phase One of the campaign begins with an e-mail blast featuring an explanatory video vignette demoing all of Sharecare’s features, tools, and content, as well as a call-to-action (“Takeoff”) to sign up for the platform.

Posters, Fliers, and Signage:

Delta employees will also encounter posters, fliers, and signage in administrative areas. These fliers will be very informative, explaining all the tools the platform offers as well as inviting each employee to engage in exciting health challenges with the rest of the Delta Air Lines team.

Freebies:

The campaign will also offer Sharecare-branded freebies that address common health ailments affecting Delta Air Lines employees due to the taxing nature of their jobs.

Each of these freebies will also come printed with statistics that tabulate how the demands of their jobs affect their health.

Example: Did you know that the average Delta Air Lines maintenance worker spends about 10,678 hours in the sun per year? Take charge of your health today. Start applying sunblock!

Corporate• Stress Balls• Neck Pillows• Chair Donuts

Flight Personnel• Shoe Inserts• Hand Sanitizer• Ear Plugs• Sleep Masks

Ground Crew• Sunblock• Dri-Fit Shirts• Ponchos• Chapstick

Phase One Awareness

The Campaign

Complimentary Biometrics Screenings

Accompanying the product launch, Sharecare will offer complimentary health evaluations to Delta Air Lines employees. Evaluation centers will be located in administrative areas, SkySpas, company picnics, and corporate events.

Basic health information will be collected, like blood pressure and cholesterol, while the employee receives a demo of the platform. At the end of the procedure, using the newly collected data, the employee with take the RealAge Test. Following the RealAge Test, the employee will also be prompted to set health and wellness related goals, which also be input into the platform.

Phase One Awareness

The Campaign

Nationwide Kickoff Festivals:

Sharecare’s Nationwide Kickoff Festivals will take place on the outdoor campus’ at all of the 12 major Delta Air Lines hubs. All employees are encouraged to participate.

The festival will raise awareness, build hype, and build confidence in the platform.

One major hub will receive a surprise guest appearance by Dr. Oz.

Featured:

• Interactive booths- health hotspot booths centered around festival - participating partners at selected booths offer rewards card

at end of festival if employee completes RealAge test• Bucket list wall• Photo booth• Live band and stage• Free biometrics screenings inside a retired plane

Phase Two Engagement

The Campaign

Ambassadors:

Popular and influential Delta employees (those with seniority, union-leaders, as well as popular rookies), will be appointed brand ambassadors by their Head of Department. They will promote the platform via personal e-mail blasts, testimonials, as well as inviting coworkers to participate in health challenges with them. These ambassadors will create a community of Sharecare users at Delta Air Lines.

SkySpa:

It only makes sense to integrate Sharecare within Delta Air Lines’ latest health and wellness offering for its employees. While employees enjoy a complimentary massage or facial, Sharecare will be incorporated by tracking stress levels or giving helpful tips on how to relax while away from the Spa.

Virtual Events:

To further encourage engagement, virtual events will be hosted on the Sharecare platform for Delta Air Lines employees exclusive. These events can range from training in CPR to instructional cook-along streams, to virtual work outs. Information regarding these events will be continuously be spread through ambassadors, e-mail blasts, posters, and fliers.

Fact-of-the-Day Push Notifications:

Every Delta Air Lines employee will receive a push notification telling them about a health and Delta Air Lines related “fact-of-the-day”. Much like the tidbits of information printed on the freebies, these tidbits will remind Delta employees about how important it is to be healthy and how tiny things can add up to a big impact upon health.

Phase Two Engagement

The Campaign

Sharing Care Segments:

Do you know a co-worker with an inspiring story or comeback from bad health? Nominate them and tell us why they deserve some recognition. Our team will choose one person monthly and interview them.

With 80,000 employees world-wide, Delta is the perfect company to incorporate this new campaign. Delta staff will “nominate” a co-worker to be featured in the monthly “Sharing Care” segment. At Sharecare, we will choose the recipient weekly and interview them. The emailed segment will include their life story, inspirational messages, how he/she got to Delta, and how they hope to achieve their dreams with the help of Sharecare.

Phase Three Re-Engagement

The Campaign

To ensure re-engagement, the campaign will re-incorporate elements from Phase 1 and Phase 2.

Biometrics Consultations will re-occur quarterly, so that late-adopters can input accurate data into their RealAge Tests. Also, early adopters can track how far Sharecare has taken their health to new heights.

Challenges will be updated, offering new rewards for different healthy behavior. This way, adopters do not get bored and disengage with the app.

Lifestyle Goal Reminders will be sent out via push-notification and e-mail in order to further encourage users to realize their health and wellness potential and achieve empowerment.

Green Day Challenge

To encourage re-engagement with the platform, the “Green Day Challenge” will be unveiled in Q2 of 2018. The Challenge will reward individuals with points per behavior engaging with the platform. Every month, the individuals with the most points from each department will receive prizes. At the end of Phase Three, there will be a grand prize winner, awarded to the individual with the most points accumulated throughout Phase Three.

Action PointsUploading a Photo 10Writing a Blog Post 15Joining a Challenge 25

Green Day 100

Thank you.

Documents

Final Delta Marketing Campaign B