Alaina Alberico

Brand element: Mission Brand element: Products Brand element: Message

Touchpoint: Loyalty Rewards Program Touchpoint: “Your Lists” On Sale Touchpoint: Daily Check In

my Members of my Amazon rewards

receive text and email notifications
for product sales of items on “Your lists.”
Check in daily to receive
Product sales are for a limited time only. a surprise reward!
rewards

Daily
It’s time we recognize you for being loyal
Check In
The more you spend with Amazon
the more Rewards you earn.

For every dollar you spend, As a “my Amazon rewards” member, you earn
you will earn 1 point. exclusive access to daily rewards. Its simple.
Just visit the Amazon app everyday and
For every 1,000 points earned, click the “Daily Check In” button.
you will receive a $30 reward to be used
toward future purchases on Amazon. Daily rewards vary between award points,
percentage off or dollar amount discounts.

Buy your product today and my

Join the my Amazon rewards earn double the rewards!
program today! rewards
my
rewards
Touchpoint #1
Loyalty Rewards Program
Brand element: Mission

Description and Rationale my

• Loyal customers are the key to Amazon’s future success
o Shop for their desired product first on Amazon before shopping elsewhere
o Willing to pay more for a product based on the service model they are rewards
accustomed too
o Stay engaged with the brand, take advantage of new deals and promotions, It’s time we recognized you for being loyal
are willing to write reviews, and onboard for trying new programs or services
The more you spend with Amazon
• Amazon currently offers Prime as their loyalty program, but it does not reward the more Rewards you earn.
consumers for their purchases For every dollar you spend,
you will earn 1 point.
• The my Amazon rewards program will be a new loyalty program that will drive
For every 1,000 points earned,
retention of customers and increase a customers spend you will receive a $30 reward to be used
toward future purchases on Amazon.
• The my Amazon rewards program details:
Click Here to sign up Today
o The more a customer spends with Amazon, the more Rewards they earn
o For every dollar they spend, they will earn 1 point
o For every 1,000 points earned, they will receive a $30 reward to be used
toward future purchases on Amazon
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rewards
Touchpoint #2
An item on “Your Lists” is on Sale
Brand element: Products

Description and Rationale

• Loyal customers also create shopping lists for future purchases which is
called “Your Lists”
o Products stay on this list until the consumer is ready to purchase
them
o The decision to purchases off the “Your Lists” is usually based on
need or affordability of the product

• As a my Amazon rewards member, the consumer will receive a text and

email alert of the product on sale
myAmazonrewards@amazon.com
o For ease or ordering the communication will alert the member of
the item on sale and have a quick link to the item on sale.
o The product on sale will be limited in time to encourage immediate
purchase
o This will also encourage members to add more items to their lists
resulting in purchases as they go on flash sale

• The benefit for Amazon is not only in pushing out communication to

customers about items on sale but also allows Amazon to target
consumers with other items based on the items on their lists
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rewards
Touchpoint #3
Daily Check In
Brand element: Message Daily
Check In

Description and Rationale

• Engaging with customers on a daily basis is the dream of every business

• As a my Amazon rewards member, Amazon will offer a “Daily Check In”

option for these customers where they will have the ability to earn
additional rewards

• The “Daily Check In” option offers exclusive access to daily rewards

• Rewards will vary between:

• Award points
• Percentage off purchase or item
• Straight dollar amount discount off purchase or item

• The “Daily Check In” is a great way to drive loyal consumers to the app
each day with the opportunity to persuade them to buy something while
they are on the app
 • Strong demographic focus on middle-aged families with
an average annual household income of nearly $85,000
• Key is to focus on educated consumer who is currently
employed and moderately affluent
Target • Equally split between males and females
o Women are more likely to sign up for a rewards
Audience program
• Resides in the United States
• Lives an active, busy life where convenience of shopping
is a key factor
• Willing to pay a competitive price even if it is slightly
higher based on quality, service and assortment
my • Active social media user
• Current Amazon Prime member
rewards
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rewards

Impact

United States Program launch

• US represents 60% of Amazon users
• Initial program launch in the Continental US only
• Based on program success, global roll out will be an option
Long-term Program
• Based on program details, this is a long-term customer
program that Amazon must commit to supporting for a
minimum of 1 year.
• During holidays or special events, the rewards for “Daily
Check In” may increase to encourage immediate purchase

Loyalty Rewards Program
• Loyalty pays off!
• The program is simple.
• The more you buy from Amazon,
the more we will reward you!
• For every dollar you spend, you
will earn 1 point.
• For every 1,000 points earned,
• you will receive a $30 reward to
be used toward future purchases
on Amazon.
Message
An item on “Your Lists” is on Sale
• Never miss a sale again.
• As a my Amazon rewards member,
we will ensure you are in the know
on items on “Your Lists.”
• Look out for a text or email when an
item on “Your Lists” has a price
change.
• Because if it’s important enough to
be on “Your Lists” than it’s important
enough for us to notify you when it
has a price change!
my
rewards
Daily Check In
• “Daily Check In” is exclusive to my
Amazon rewards members.
• It’s simple to take advantage of
earning additional rewards.
• Just log in daily on the app and click
the “Daily Check In” button.
• It will reward you for being a loyal
Amazon customer with bonus
reward points, or additional
discount off an item or purchase

Social Media
Loyalty Rewards Program
• my Amazon rewards will create social media
accounts across all social media platforms
• Instagram and Facebook Ads will be the
main push to create brand awareness and
drive registration
• Ads will pop up on account feeds with link to
sign up for my Amazon rewards program
• All Amazon owned and affiliated accounts
will post awareness ads to feed and story
beginning two weeks prior to launch
• The sign-up post will be pinned for three
months after launch
• A link to sign up will be put in Amazon’s bio
for the first six months after launch
• Amazon paid influencers will post on their
social media feeds promoting program
• Message across all ads: Sign up today and
receive 200 bonus points
An item on “Your Lists” is on Sale
• In the brand awareness campaign for my
Amazon rewards program, this will be
promoted as a benefit perk
• Post Insta and FB stories across all Amazon
owned and affiliated accounts in advance to
spread the word
• Amazon paid influencers and brand
advocate partners will post their experience
and love for program on their feeds
• Repost of social media testimonial posts of
program benefits and experience
• Ads will pop up on account feeds with link
to sign up for my Amazon rewards program
stressing benefit of “Your Lists” perk
• Message across all ads: Take advantage of
“Your Lists” notification and get 200 bonus
points with first order from this perk
my
rewards
Daily Check In
• In the brand awareness campaign for my
Amazon rewards program, this will be
promoted as a benefit perk
• Post Insta and FB stories across all Amazon
owned and affiliated accounts in advance to
spread the word
• Amazon paid influencers and brand
advocate partners will post their experience
and love for program on their feeds
• Repost of social media testimonial posts of
program benefits and experience
• Ads will pop up on account feeds with link
to sign up for my Amazon rewards program
stressing benefit of “Daily Check In” perk
• Message across all ads: Take advantage of
“Daily Check In” notification and get double
the surprise reward

Other Media
Loyalty Rewards Program
• All Prime Members will receive an
email and text notification announcing
the my Amazon rewards program
• A prominent ad will be placed in the
top banner of the app promoting the
program
• This same banner ad will appear at the
top of the website
An item on “Your Lists” is on Sale
• Upon signing up for the my Amazon
rewards, members will receive an
immediate email of any item on sale that
is in “Your Lists”
• There will also be a message at the top
of the “Your Lists” page notifying
consumers they can sign up for the my
Amazon rewards program to be notified
of specials, sales and price changes
my
rewards
Daily Check In
• Upon signing up for the my Amazon
rewards, members will receive an
immediate email detailing the “Daily
Check In” process and opportunity
• The consumer will also be prompted to
check in once they have been on the
Amazon app for more than five
minutes. When they click “Daily Check
In” it will take them to the my Amazon
rewards sign up page.
• Once a consumer signs up for the
rewards program, they will receive a
notification reminder to do their “Daily
Check In” for the first week.
 Amazon is a very powerful brand with strong brand
recognition based on colors, font and the smiling
arrow.

Taking advantage of the brand recognition, all creative

Creative will capitalize on these aspects:
• Font and typography will be that of the Amazon
brand (Amazon Ember)
• Visual elements will include logo, clean lines, one
main focal point and only utilize the Amazon brand
colors of blue, white, and orange
• White space will also be used to allow the visual
elements of color to pop and not feel overly busy
my • The arrow will be another consistent part of all
marketing
rewards
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Timeline rewards

9-week marketing and promotional push to drive

Brand Awareness and push registration of program
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
December 2022

my amazon rewards social Insta & FB Awareness Ad

Nov 28 - Dec 4 media accounts live Roll out Insta & FB Awareness Ad Insta & FB Awareness Ad
Amazon & Affiliated accts Amazon Pop Up on App Amazon & Affiliated accts
Dec 5 - Dec 11 Awareness Posts Added Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad
Perks of program ad -
Amazon Paid Influencers "Your Lists" & "Daily Check Amazon & Affiliated accts Amazon Paid Influencers
Dec 12 - Dec 18 post In" Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad post
Perks of program ad -
Amazon Paid Influencers "Your Lists" & "Daily Check Amazon & Affiliated accts Amazon Paid Influencers
Dec 19 - Dec 25 post In" Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad post
Perks of program ad -
Amazon Paid Influencers "Your Lists" & "Daily Check Amazon & Affiliated accts Amazon Paid Influencers Full Push across all socia
Dec 26 - Jan 1 post In" Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad post media and other platforms
Sign up post Pinned, Link in Amazon & Affiliated accts Amazon Paid Influencers
Jan 2 - Jan 8 Go live date full program Bios for registration Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad post
Perks of program ad -
"Your Lists" & "Daily Check Amazon & Affiliated accts Amazon Paid Influencers
January 2023

Jan 9 - Jan 15 Testimonial Ads In" Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad post
Perks of program ad -
"Your Lists" & "Daily Check Amazon & Affiliated accts Amazon Paid Influencers
Jan 16 - Jan 22 Testimonial Ads In" Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad post
Perks of program ad -
"Your Lists" & "Daily Check Amazon & Affiliated accts Amazon Paid Influencers
Jan 23 - Jan 29 Testimonial Ads In" Insta & FB Awareness Ad Awareness Posts Insta & FB Awareness Ad post
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rewards

Budget
Initial Build December January February March
out of Program 2022 2023 2023 2023 TOTAL

Marketing Budget $300,000 $500,000 $500,000 $350,000 $250,000 $1,900,000

Program Costs
(infastructure) $800,000 $250,000 $100,000 $100,000 $100,000 $1,350,000
Program Costs
(redemption of
rewards) $100,000 $200,000 $300,000 $600,000

Total B&C $1,100,000 $750,000 $700,000 $650,000 $650,000 $3,850,000