Stay Clean. Be Green.

Transcription

1 Stay Clean. Be Green. Integrated Marketing Campaign Presented by

2 Our Team With her signature curiosity and an unquenchable thirst for the latest trends, Zara takes the best practices of advertising and applies them across all channels to build targeted and strategic campaigns Works closely with clients to design memorable marketing media initiatives that are true to the story of who they are; mutual hunger for innovation, creativity and dedication. Experience in sales and supply chain with a large grocery retailer, she knows what it takes to get your product on the shelf and into consumers lives. All this and 2 small children. Zara Bagramian Media Director Giselle Boada Media Director Sandra Gaganiaras Key Account Director Veronica combines her passion for design and photography with incredible creative thinking, which allows her to generate outside-thebox ideas and translate them into unique advertising pieces. Having spent close to 3 years working in sales and marketing in the insurance industry, Stephen knows what consumers want and how to sell it to them. Veronica Robayo Art Director Stephen Shnier Strategy Director 2

3 Challenge QuickRclean is a new brand entering an extremely saturated market with the introduction of their Speedy Broom & FlatTop Mop Products, making it difficult to gain consumer awareness 3

4 Consumer Insights Growing Trend of Living Green Affinity to Eco-Friendly Products QuickRclean has an opportunity to take advantage of the eco-friendly trend and become the first cleaning tool product line in Canada to leverage its environmentallyfriendly attribute 4

5 Target Audience Hello, I'm Elise. I'm a 32 year old busy mom and cleaning is tedious and uninspiring I need to have the ability to do it quickly and effectively Hi, I'm Jane and I m a busy working mom in my thirties. I am looking for a quick and efficient cleaning solution that is safe to use around my children and pets. Scents don t make sense. 5

6 Target Audience I need to protect my family. I'm concerned about the chemicals that I use to clean my floors, especially now with my new baby crawling around and putting everything in his mouth. I like to buy sustainable products and I lead a healthy lifestyle. For these reasons I choose eco-friendly products over traditional offerings, and I'm willing to pay a premium to be sure I'm doing my part for the environment! 6

7 Journey to Purchase Traditional Decision Making Process Need Recognition Information Search Alternative Evaluation Purchase Decision Post purchase Evaluation Decision Making Process When Buying A Broom or Mop Moment of Truth These stages happen simultaneously Need Recognition Information Search Alternative Evaluation Purchase Decision 7

8 Positioning Statement For busy, environmentally conscious moms who are looking for maintenance/touch up products to help keep the house clean during the week, the QRC Speedy Broom and FlatTop Mop are the first floor cleaning products that provide an efficient and effective everyday cleaning solution, while also having a positive impact on the environment. Stay Clean. Be Green. 8

9 Creative Objective To generate conversation within the target audience and convey that QuickRclean is quick and efficient at tidying up everyday messes and is the first product in its category that is eco-friendly. 9

10 Key Benefits If you are looking to Clean Without Hassle Clean without Harsh Chemicals Clean without Harmful Fumes Is the product for you 10

11 Support Claim QuickRclean is the leading brand in household cleaning tools in Europe Eco-Friendly Seal of Approval 11

12 Tone, Appeal & Execution Socially Responsible Tone Emotional Appeal Proud Mom Positioned to Fit Into TA Lifestyle 12

13 Creative 13

14 Creative 14

15 Marketing Objective Establish Brand Identity in Canada Excite Retailers Engage Consumers in a Memorable Way 15

16 Communication Objective Change the way consumers define cleaning Fuel enthusiasm for cleaning 16

17 Communication Strategy Aggressive, High Awareness Initiatives and Tactics Account Specific Programs Public Relations Experiential Digital/Interactive Print (Magazines) 17

18 Key Account Plan Objective Secure distribution and build relationships with retailers Strategy Customized initiatives for each retail channel 18

19 Walmart Execution Cooperative Advertising in Walmart flyer with ATTITUDE Feature QuickRclean in Live Better Magazine 19 Partner with Walmart ShareGreen initiatives

20 RCSS Execution Participate with PC Points Program Cooperative Advertising in RCSS flyer with PC Green Floor Cleaner Feature QuickRclean sponsored Cleaning Tips & Tricks on RCSS PC Microsite 20

21 Home Depot Execution Featured in Eco-Options Microsite to establish certification QuickRclean products included in DIY Workshop demonstrations 21 Cooperative advertising in The Home Depot flyer with Green Works, a part of the Eco Options brand

22 Media Plan One month promotional blitz periods with ongoing retail displays and digital initiatives throughout the summer 22

23 In Store Promotion Tactics Objective: Capture customers' attention while they are shopping for other products. Customer will be able to take information pamphlet that will lead them to QuickRclean s digital platforms to learn more about the products. Free Standing Display Units next to partner floor care products 23 Located in broom/mop aisles with vibrant colouring + eco-friendly message on packaging

24 Grocery Cart Ads Objective: Build awareness for QRC products during shopping experience to drive purchase 24

25 Magazine Selection Objective: Build awareness to drive purchase of QRC products and direct traffic towards QuickRclean website. 25

26 Billboard Ads Objective: Build awareness to drive purchase of QRC products and direct traffic towards QuickRclean website. 26

27 Website Objective: Display product benefits and features, drive traffic to retailer websites, and subsequently drive in-store purchases. Blog Home Page quickrclean.com Distribution Channels Displayed 27

28 Social Media Objective: Take advantage of consumers' digital activities when searching for ecofriendly products to drive traffic to the QuickRclean website. #StayCleanBeGreen #effectiveclean #QuickRclean # #spotless #clean #ecofriendly #green Pictures of in-store displays Customer postings of themselves using the products Event details, the latest company news Feature blogger posts Images link to QRC website Search results for handle Engage customers through continued conversations #flattop #speedy Pre-roll advertisements featuring brand ambassadors Cost-effective and targeted #cleanhome 28

29 Public Relations - Bloggers Objective: Build a positive image amongst consumers by using popular and influential bloggers to generate buzz about the QuickRclean brand and its product offerings and start conversations in social media forums. Bloggers with an established positive social presence who appeal and influence our target audience will be provided samples of QuickRclean products to blog about Ironic Mom Blog by Leanne Shirtllife, a group of real moms sharing all things fabulous to help moms. The blog has 12.5K followers. Widespread Inspirations Blog by Nancy Polanco who is a famous Canadian mom blogger. Her audience is 15K followers who fit our target market. Simple Moms Group of moms dedicated to reviewing amazing products to share with readers. The blog has about 8K followers. 29

30 Experiential Objectives: Create an emotional connection with the consumer in personally relevant and memorable ways which will build awareness to drive purchase, and also drive traffic to the website. Brand Ambassador A group of strangers will gather together in a public space, start creating music and dance with the FlatTop mop and Speedy broom for 10 minutes and then quickly disperse. Stomp: Video Example 30 Partner with Mosaic for Brand Ambassadors

31 Consumer Trade Show Objective: Demonstrate how the products can be used in a real life setting, get closer to the ideal audience who is interested in the product and category. YouTube pre-rolls Product available for sale Brand Ambassadors Green backdrop Product demos on various hard floor surface types 31

32 Product Seeding Objective: Demonstrate how the product features can be used in a real life setting. Partner with Minto homes to feature QuickRclean products in all model homes 32

33 Implementation and Monitoring Partnership with Buzz PR firm to assist in launch of campaign All activations will be made at one time during product launch Ineffective strategies will be identified and altered prior to fall campaign Social Media implementation can be easily tracked using Google Analytics Tool to evaluate effectiveness 33

34 Activity Blocking Chart Month: April May June July August September Week: Platform Walmart Free Standing Displays Cooperative Advertising Grocery Cart Advertising Live Better RCSS Free Standing Displays Cooperative Advertising Grocery Cart Advertising PC Points The Home Depot Free Standing Displays Cooperative Advertising Digital Website YouTube Pre Rolls Social Media Activity Magazine Canadian Living Magazine Today s Parent Public Relations Activities Tradeshow Booth Bloggers Experiential 34

35 Budget Platform Cost Per Piece Run Time Per Piece # Needed Total Cost Experiential $25,000 Cost/Event 4 $100,000 Free Standing Displays $15,000 1 Month/Retailer 6 $90,000 PC Points $20,000 1 Week 4 $80,000 Website $50,000 Cost/Website 1 $50,000 YouTube Pre Rolls $1,000 Per 100 Views 5000 Views $50,000 Canadian Living Magazine $15,000 1 Month 2 $30,000 Today s Parent $15,000 1 Month 2 $30,000 Live Better $10,000 1 Month 2 $20,000 Social Media $10,000 Development 1 $10,000 Tradeshow Booth $10,000 One Time Booth Cost 1 $10,000 Web/SME Management* $1,000 1 Month 6 $6,000 Shopping Carts $2,500 Per Retailer/Month 2 $5,000 Tradeshow Fees $1,000 Per Show 4 $4,000 Bloggers $1,000 All Bloggers 1 $1,000 TOTAL $486,000 *Ongoing management would need to continue after launch. The 6 month budget period captures the costs related to the spring and fall launch 35

36 Future Recommendations 36

37 Thank You For Your Time We are pleased to answer any questions you may have 37