Concept Creation Process

The approach… Converting a great idea to tactical processes Understanding what will make it happen Building a concept that works Coupling concepts to be supported by critical control points

We are here What are we creating? Why? How will people feel about it? The Persona What are we creating? Why? How will people feel about it? What does it do?

Next steps - 1 Evaluate catalyst areas Define the cultural needs Understanding what makes it happen Evaluate catalyst areas Define the cultural needs Develop and ensure consistent constituent communications

Next steps - 2 Select operational areas to address specific change Building a concept that works Select operational areas to address specific change Apply matrix concepts to begin implementation Tailor concepts to fit each area

Next steps - 3 Each concept will be supported by the CCPs Coupling concepts to be supported by critical control points Each concept will be supported by the CCPs The cycle causes, implements and measures success Once measured, the concept can be sustained or revised

Persona statements Provides guidance and direction for all ways that an operation is represented from food and beverage menus, to service standards and uniforms The persona considers how the sensory attributes support meeting the statement Menu messaging and service speak must be developed through channels supported by specialists in producing both copy and scripts

Childhood Chocolate Dreams The Store Experience Model OUR GLOBAL VISION OUR MISSION OUR VALUES POSITIONING TARGET AUDIENCE Never before Play with chocolate, build with chocolate, do things with chocolate that are impossible anywhere else. Challenging the Impossible You wouldn’t have believed what you could do until you saw what was in front of you. Platform for Imagination Look, feel, smell, taste hear, your senses will be tittalated by the chocolate mecca you have arrived in. And you can play with it! PERSONALITY Engaging We actively reach out and draw others in, the love of chocolate and a nostalgic love for Hershey’s as a brand is compelling to people. To come to the greatest city in the world and interact with something chocolate at the world’s largest chocolate store is an incredible treat Imaginative One can only imagine the things they will be able to do in the Hershey experience. It’s contraptions and fascinating machinery causes sights and sounds that is impossible to experience anywhere else. Inspiring Our experience is deeply satisfying, it let’s people do something they can’t do anywhere else in the exhilarating surroundings that are chocolate. Hershey’s chocolate no less! The IDEA Childhood Chocolate Dreams