1. Concept Creation Process

2. 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

3. 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?

4. 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

5. 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

6. 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

7. 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

8. 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