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Your Front Porch Attack

Melvin’s technical alter-ego, the bleedingEDGE Engagement Platform, is a one-to-one marketing generator that determines the areas of behavior that would serve you and your well-being as a Resident of the Neighborhood. The objective of the bleedingEDGE is to create a nudge profile for each Resident. The platform is the vehicle that empowers Melvin to navigate for you on your journey.

This profile is created from information gained from "A Look In The Mirror" (Action Points, see below) combined with information obtained from previous Front Porch engagements (campaign triggers) and miscellaneous activities and travels through the community (e.g. Nests).

Melvin communication vehicle to help you navigate your journey is "Opening The Shades", a morning text link synopsis sent to each Resident with five selected nudges based on the pertinent information above. The nudges are designed to assist the Resident in best using the assets of the Neighborhood’s Front Porch network. In addition to "Opening The Shades" , Residents may also receive texts (if preferences indicate) relevant to specific nudges. Each Front Porch must carefully align their nudge campaigns to the needs of the Resident so to generate the most impact and then inclusion into the Resident’s morning email. Melvin’s Neighborhood doesn’t over-saturate their Residents with too many nudges though. Only those who have the highest likelihood of generating positive engagement are included in the Resident’s personal morning synopsis. Your Front Porch’s connective tissue to these potential engagements is through Melvin’s Engagement Subscriptions.


Melvin's Engagement Subscriptions

Rather than create nudge campaigns one at a time, we suggest a Front Porch make use of Melvin's Marketing Subscriptions as a tool for strategy and tactical implementation. Subscriptions are essentially marketing theme packages that are templated and designed for specific industry niches. Each revolves around a specific Action Point (while taking into account the Front Porches niche). Each Subscription also includes a group of suggested bleedingEDGE campaign triggers.

Each Front Porch has the opportunity to use preset programming in the bleedingEDGE system that can activate any of eighteen triggers. These triggers are activating depending on the relationship and engagement history the Resident has with the Front Porch. For example: a Front Porch could use a re-activation trigger for patrons who haven’t been seen in while; a birthday program; or even an automatic trigger for complimentary products or services.

The data required for the bleedingEDGE Platform triggers is obtained through a Front Porch being a member of Melvin’s dedicated loyalty program — BRICKS. BRICKS is a Front Porch specific program where Residents can earn points, or BRICKS for their patronage. Preferences and criteria are set individually by each Front Porch, not system-wide. BRICKS earned at a Front Porch can only be redeemed at that Front Porch. This allows flexibility more global systems don’t have. BRICKS can be used at any time, including immediately at the time of check out.

Trigger-relevant campaigns coming from multiple different Front Porches will then be weighted according to the Resident’s needs and wants identified in "A Look In The Mirror". From these calculations, a prioritized list of five suggested campaigns (nudges) will then be sent to each Resident in the morning via "Opening The Shades". These personalized daily collections are considered “prime real estate” in the Resident’s attention span universe.

Melvin’s Engagement Subscriptions is just a template though. Ultimately what is going to attract the patron and get them to act is the content of the nudge. We’ll help you, but in the end you and your Front Porch team will have to create the offer and align it with your cause campaign identity, and the well-being Action Point and trigger you chosen to active it with for your patron.


Action Point Focus

Each nudge will also include either an implied or overt reference to a Resident Action Point. Whether or not your nudge/campaign matches with the Resident’s primary Action Points will determine if your nudge is included in their "Opening The Shades" morning email. You can’t be everything to everyone, so you’ll have to best tailor your campaign to align with the type of Front Porch you want to be portrayed as. Below are the Action Points you’ll be to choose to align a marketing campaign with. Action Points are broadly defined. This is intentional. It’s up to the Front Porch to design specific attacks within these broad definitions.

  • Organization

  • Physical activity

  • Nutrition

  • Medical upkeep

  • Psychological replenishment

  • Social contact

  • Life-long learning

  • Civic participation/civic self-efficacy

  • Temperance/vice control

  • Foresight/preparation in a COVID world

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