Plans Book DraftSituation AnalysisThe Craftsman brand has long been a staple in many American garages. Craftsman dates back to 1927, when Sears launched the exclusive brand of tools that focused on superior performance and durability. The brand steadily grew until the first chrome-plated wrenches and sockets were introduced in 1932. The stylish hand tools were a monumental success, and interest in the brand exploded. Only two years later, Craftsman introduced its first lawn mower, and interest in Craftsman power tools only continued to grow. By the 1950s, the brand was well-established with a reputation for innovation and performance.

Craftsman Lawn and Garden (L&G) products enjoy a world-class reputation for quality, value and performance. Many power tools and stick tools rate No. 1 and No. 2 against other brands in specific product categories, including the No. 1 ranked push lawn mower, and No. 1-ranked pressure washer. Craftsman L&G products have historically only been sold at Sears and Sears online, but they are now available at K-mart stores, and will be available at select ACE hardware stores in 2012. Craftsman offers a wide selection of L&G products at multiple price points.

A new generation of do-it-yourselfers has entered the L&G market. With stores such as Home Depot, Menards, Lowes, and even Walmart, competition for their business is fierce. While young people may still recognize the Craftsman name and associate it with high quality products, they lack the same awareness about Craftsman L&G products that their parents and older generations maintain. Craftsman L&G has not directed advertising resources to this new audience, but that needs to change as these 18- to -34-year-olds become more of a presence in the marketplace. Demand for an authority in L&G products that raises confidence in their purchasing selection, and the way in which they approach L&G products, has never been greater.

ChallengeIn the Fall semester of 2011, the UNL senior advertising capstone course, Advertising and Public Relations Campaigns, was challenged to develop three videos for Craftsman L&G tools. On September 16, 2011, the class met with Kris Malkoski, general manager-Craftsman tools, to discuss current strategies and opportunities for Craftsman. Craftsman wants to wow young DIYers with Craftsman L&G performance and durability by highlighting these traits in entertaining, modern ways. The current strategy centers around four main characteristics of their L&G line including innovation, durability, value and consistency. Potential DIYers can gain awareness of Craftsman through Facebook, Twitter, YouTube, smartpohne applications and print ads. These contact points push the idea to DIYers that Craftsman L&G’s emphasis on durable and quality tools will help them conquer any task in their yard. Craftsman’s primary method of application is producing videos that will be launched in February 2012 on YouTube and Facebook, in hopes that videos will be shared to the point of “going viral.”

Competitive AnalysisCraftsman offers a few L&G product categories, but predominantly separates them into three disctinct units: lawn mowers, lawn and garden care; and yard power and equipment. Within the tools categories lie competitors such as DeWalt, Makita, Stanley Tools, Bosch, Briggs and Stratton; Security, Kobalt, Ryobi and Irwin. In the L&G category, competitors include John Deere, Black and Decker, Stihl, Snapper, Toro and Honda.

Because we are creating videos, social media websites including Facebook, Twitter and YouTube are essential outlets that will help spread the video. According to Facebook, there are more than 750 million active users, and they spend over 700 billion minutes per month on Facebook. Twitter has over 200 million active users. According to YouTube, “nearly 17 million people have connected their YouTube account to at least one social service” and “100 million people take a social action on YouTube (likes, shares, comments, etc) every week.” Because of these substantial numbers regarding social media, we reviewed the number of Facebook and Twitter fans, as well as YouTube subscribers, for each of Craftsman’s competing brands for both L&G and power tools. The results are seen in the graphs below.

Facebook Fans

Twitter Followers

The following competitors were analyzed in our research: • John Deere

• Offers a wide choice of models based on desirable features that combine comfort, convenience and performance• Rely on their core values: integrity, quality, commitment and innovation.

• Black and Decker• Focuses on product sustainability.• Seeks to help the consumer mow, trim, blow and snip faster and easier with their electric and cordless lawn equipment.

• Stihl• Family-owned.• Products are innovative, well-engineered, constructed using best available materials. Position their products as those that make their customers’ work easier and more efficient.

• Toro• Helps customers care for golf courses, sports fields, public green spaces, commercial and residential properties, and agricultural fields.• Committed to protecting the world’s critical resources and delivering commercially viable solutions that yield environmental, performance and productivity innovation to their customers.

• Honda• Engines are recognized as the leader in reliability, noise control and fuel-efficiency.• Mowers are easy starting, durable, committed to the environment and ample powered. They include twin blades, easy on-off grass bags, ball-bearing supported wheels and ergonomic handles.

Secondary ResearchResearch Objectives -To learn what motivates people when purchasing L&G products.

-To identify the process that people go through when purchasing L&G products.-To discover the level of awareness people have of Craftsmen L&G.-To better understand the perception that people have of Craftsman L&G.-To develop a consumer profile of current and potential Craftsman L&G owners.

MethodologyWe conducted research online using the information database MRI+, and by visiting websites such as Sears.com, craftsman.com and various blogs and online product research guides.

Company Analysis Sears Holding CorporationCraftsman products are sold at Sears Holding Corporation retail stores and certain non-Sears Holding Corporation retail stores. Sears Holding Corporation stores include Sears (900 stores nationwide), Kmart (1,300 stores nationwide) and more than 1,000 other hometown stores. Also, Sears Holding Corporation sells Craftsman online. Non-Sears Holding Corporation retail stores where Craftsman is sold include ACE Hardware and Orchelin Farm Supply.

Sears Holding Corporation leads the retail industry in home appliances, tools, L&G, consumer electronics and automotive repair and maintenance. They include an array of different stores and brands, including Sears, Kmart, The Great Indoors, Lands’ End, Kenmore, Craftsman and more.

SearsSears retail stores are most often located as anchor stores in retail shopping malls. Some free-standing stores exist, especially in more rural areas. Sears also offers the full Craftsman line on their website. They often feature free shipping promotions on certain higher-dollar oders, and financing options through their Sears MasterCard. Military members receive 10 percent off all tools. Sears.com also offers a service for the consumer to buy the product online, but pick it up in-store with no shipping charge. Sears also offers a gift registry for couples getting married. A registry packet includes a catalog with suggested items, including Craftsman L&G items. Brand AnalysisSpanning over 80 categories and 6,000 SKUs, Craftsman offers a wide range of product choices for their consumer. In 1927, the rights to the Craftsman name was purchased by Sears for $500 from the Marion-Craftsman Tool Company. By 1930, only three years after the initial rights purchase, the Craftsman tool line was transformed. Upgrading its product offerings from the simple, outdated farm tools sold by Marion- Craftsman, a new more durable line was created that appealed to the newly popular automotive market. Creating a chrome-plated product for the consumer was initially questioned by the industry. By 1932, the integration of a more durable stick tool using chrome-plating increased sales 600 percent from the following year.

While offering tools for every task a DIY-er may encounter, Craftsman entered the L&G market in 1953 with the introduction of it’s first riding lawn mower and self-propelled snow thrower. Just two years after introducing lawnmowers to its product offerings, Craftsman sold its 500,000th lawn mover. Craftsman L&G sales continued to grow throughout the years, reaching an industry milestone in 1994 by selling more than one million lawnmowers in a single season. Today, Craftsman is a $2.2 billion brand, grossing $1.1 billion from L&G tool sales. Much like the addition of chrome-plating and mechanical tools that sparked consumer’s interests early in Craftsman history, recent innovations in Craftsman mowers continue to rival competitor models while boasting still providing pricing.

Craftsman was voted the No. 1 tool brand in America in 2008, but lost that recognition to Stihl in 2009 and 2010. Craftsman is the market leader in tools and L&G. Craftsman is preferred 2 to 1 over the next tool brand. Among many of their awards are the Favorite Lawn Mower brand (2010) and Recommended Lawn Tractor (2010).

-Craftsman provides in-store experiences such as product demonstrations for DIY projects. They have a specific broadcast for DIYers that streams live on both FB and Blog Talk Radio giving tips and projects for those listening.

-Craftsman consumers consider the brand as trustworthy, worth paying more for, high quality, high performance and reliable.

-Revenue by product type: mowers ($350 million annually), trimmers, blowers and edgers ($100 million annually), pressure washers and miscellaneous stick tools ($60 million)

Product AnalysisCraftsman’s L&G products are known for their 3-in-1 garden tools, turn-tight technology, 19.2V batteries, quality and value. They are perceived as No. 1 in durability and quality.

Push Lawn Mowers- 20 percent easier start compared to competitors.- 3-in-1 blade for better mulching, bagging and discharging.- Clear bag to see how full the bag is.- Have the highest market share of any Craftsman L&G item (20 percent)

Lawn tractors- 8-foot-wide turning radius for maneuverability (tightest in the industry).- Larger cutting deck.- Speed runs at 7.5 mph compared to competitors’ 5.5 mph.String Trimmers- Available with two and four-cycle engines.- Split-shaft design for attachments.

- Recognized as a top brand.

Consumer Analysis- Roughly 1 in 5 men in our target audience has a garden or participates in outdoor gardening.- More men ages 18-34 purchase L&G in the fall than the spring.- On average, people of any age spend less than $500 a year on L&G tools.- Only 6.2 percent of men in our target use a service for L&G maintenance.- 34.1 percent of the target audience uses the Internet heavily. Here is a breakdown of top sites they visit:

No. 1: Weather.com -- 6.7%No. 2: YouTube -- 9.9%No. 3: Facebook -- 28.6%

- Data shows only a small percentage of men in the target audience own essential L&G tools such as a lawn mower, leaf blower, trimmer and chain saw.21.9 percent push lawnmower11.4 percent chainsaw8.4 percent trimmer/edger8.2 percent riding lawnmower6.6 percent outdoor blower2.1 percent chipper/shredder2.3 percent lawn or garden tractor

- Less than half of our target audience owns any tool at all.45.5 percent any tool in general

Primary ResearchMethodology

We conducted 13 in-depth interviews of members of the target audience face-to-face, over the phone and via email. We also posted a survey online using Survey Monkey. We had 77 respondents, 66 of which were part of the target audience. Also:- 90 percent of the respondents lived in the Midwest.- 66 percent of the respondents were ages 18- to -24, and 34 percent were 25- to -34.- 82 percent of the respondents were single.- Nearly 47 percent of respondents reported a household income of less than $20,000 annually.- Respondents by property they live in: own a single-family home (14 or 22.5%); rent a single-family home (18 or 29%); rent apartment (11 or 17 percent); dorm (6 or 9.7%); live with parents (10 or 16%) fraternity (4 or 6%).- Years at present address: less than one year (19 or 30%); 1-4 years (28 or 45%); 5 years or more (15 or 24%).

Survey Key Findings- Nearly all of the members of the target audience have used L&G tools at some point in their lives.- Respondents were mostly interested in sports (playing and watching), video games, outdoor activities and music.- 53 percent of the target audience uses L&G tools occasionally. 21 percent never use them, and 25 percent use them frequently.- 48 percent of respondents reported they were not likely to buy a L&G tool used. 34 percent said they were likely. Of those who reported they would buy a used l&G tool, there was no real difference between type of tools they would consider buying used.

- 35 percent of respondents said they would rather own all their L&G tools as opposed to renting or borrowing them. The pressure washer (30%), tiller (25%) and chain saw (25%) were the L&G tools respondents were most likely to rent or borrow.- 58 percent of respondents who were asked to name a L&G brand named Craftsman in their response. 51 percent named John Deere in their response. Other brands reported varied significantly. 34 respondents left this question blank. - 42 percent of respondents said style of product was the least important feature.- When asked where Craftsman could be purchased, 63 percent of respondents knew they could buy Craftsman at Sears, but most of them also named other stores where Craftsman is not available.- Respondents were most likely to research L&G products using recommendations from friends and family.

Interview Key Findings- Most members of target audience do not like L&G work.- Members of the target audience have heard of Craftsman, but don’t have much personal experience with the brand.- Craftsman is perceived by the target audience as durable, reliable and a good value.- The lifetime warranty that Craftsman has for some of its products is a big selling point.- Growing up, interviewees mostly reported their father owned Craftsman tools, but not specifically L&G items.- While the quality of a tool is important to the target audience, financial issues can prevent them from buying high-quality tools.- Most members of the target audience would prefer to take care of their own L&G rather than hire a contractor to do it for them.- Features target audience looks for when purchasing a tool: Durability and Affordability.- Interviewees considered the Craftsman brand as a brand for their parents and older generations. They believe shoppers at Sears are not young people.- Convenience of a store that offers L&G products is a big factor in their purchasing decision.- Interviewees as a whole were not brand loyal to any L&G brand, and were not extremely familiar with any one brand.- Interviewees would register for L&G items if they were getting married and using the Sears registry. They were most interested in the concept of a “guys gift registry.”

- Interviewees were mostly not knowledgeable about how to complete landscaping and other L&G projects. They would try to hire the work done if they could afford it.

Key Quotes“Lawn work is important to an extent. When you have ownership in something, it just means more to you—it’s your own. But, if you don’t have any real responsibility or ties to it, it just seems like a chore—no real sense of anything. (Steve 25)”

“It shows you care about your property and will hopefully reflect on your neighbors so they take care of their lawns as well and the place doesn’t looks like a dump. (Andy, 25)”.

“Craftsman tools are easy to use, cheap and distinctive.” (Jake 21)

“Let me start with this. I love Craftsman hand tools. They kick ass! They feel solid, stout, able to tackle any copious amounts of torque I can muster. I feel like I'm getting my money's worth. Plus the warranty is great. No hoops to jump through, no receipts to keep.” ( Chris, 28)

“Craftsman's L & G products are a bit overpriced. If they would come down in price a bit, and do a color makeover, I'd probably put them near the top of my list, just because I like their hand tools so much” (Chris 28)

SWOT AnalysisStrengths-Market leader in both tools and lawn & garden equipment-Top of mind awareness-Strong brand loyalty among consumers

-Preferred nearly 2 to 1 over next brand-Available throughout the U.S. and internationally (sold in 40 countries)-Best selling tool brand in the U.S-Large social media presence-Craftsman offers a comprehensive collection of L&G tools at multiple price points

Weaknesses-L&G tools are not widely used by men 18-34.-Craftsman L&G is sold only at Sears, and only 10% of Americans go to a mall to buy L&G tools. -From our survey 21.3% of men 18-34 never use L&G tools and 52.5% only occasionally use L&G tools, which means there is not a high demand for L&G tools in this demographic.

Opportunities-Men 18-34 have not developed brand loyalty to any brand, therefore if Craftsman reaches this audience with a relevant message, these consumers may become brand loyal to Craftsman.-By selling Craftsman at ACE hardware, Tractor Supply, and Blain’s Farm and Fleet, and by selling online they have an opportunity to grow sales and reach people who don’t shop at Sears.-From our survey we found that 49% of men 18-34 are not likely not buy used tools on Craigslist or from a garage sale and 9.8% would never consider it, this means these people are willing to buy new tools which means possible new customers for Craftsman.

Threats-Men 18-34 have not developed a brand loyalty so they may purchase tools from a variety of brands or may become brand loyal to a competitive brand.-Several competitors offer similar tools at lower prices. These stores are often closer and more convenient for the target demographic to shop at.-Stores such as Home Depot, Walmart, or True Value sell L&G tools but do not offer the Craftsman brand.-Brand expansion to other retail stores may be difficult because the store must agree to sell the entire collection. They can’t pick and choose which tools they want to sell, which may deter stores from selling Craftsman. -Only a small percentage of ACE Hardware store sell the Craftsman L&G collection.

Target AudiencePrimary audience Demographics and GeographicsThe target audience for Craftsman Tools viral video campaign is men between the ages of 18-34. The campaign targets all men in this age group who live in the United States. PsychographicsDo-it-yourselfersMen who are not yet brand loyal to any L&G tool brand. New homeowners.Home improvement enthusiasts.Men in one of the three need states: “Anticipation of a new project”, “in the middle of a project”, or “no project, but tool in mind.”

Campaign Objectives- Increase brand awareness by 12% by August 2012 and continue to increase by an additional 12% by February 2013. - Increase YouTube subscribers by 500 people by February 2013. The channel has been up for five years and it currently has 2,555 subscribers, which equals out to about 500 new subscribers per year.

- Increase total upload views by 50,000 by February 2013. - Revamp Craftsman’s image to appeal to a younger demographic.

Positioning StatementCraftsman delivers L&G tools that provide toughness, durability, innovation, and value for the next generation of L&G consumers.

Brand personalityLoyalist/creator

Traditionally, the archetype for Craftsman could be recognized as the loyalist; you can count on them. They take charge and are organized. As an industry leader in an array of products for more than half a century, Craftsman is a brand that won’t let you down. Craftsman strives for providing value to customers. It is important to maintain the nostalgia of this traditional view, however, in order to seed a younger, newer demographic, the archetype may need skewed towards a vision that attracts the desired audience. With this campaign, Craftsman will not only be seen as the loyalist, but as the creator and explorer. It is important to portray the brand as one that seeks creativity and self-expression in order to magnetize the audience that can better relate to this perception.

Video PlansBased on our survey and interviews, we found that most people in our target demographic already have a good idea of what Craftsman is all about. The brand is perceived as durable, reliable, and a good value. However, interviewees also considered the Craftsman brand as a brand for their parents and older generations. They believe shoppers at Sears are not young people. Their perceptions are accurate regarding the brand’s identity, yet inaccurate when considering whom Craftsman is for.

Because the brand’s loyalist identity is already known, it may be redundant to reiterate the core attributes of the brand to the new audience. It is important to display Craftsman’s durability and innovation, however more importance should fall in displaying that Craftsman isn’t just for your dad and his dad, but for younger generations too.

Interviewees as a whole were not brand loyal to any lawn and garden brand, and were not extremely familiar with any one brand in particular. An opportunity lies within this fact. Because members of our target audience are not brand loyal yet, it is important to familiarize them with a specific brand now in order to seed them into purchasing the same brand in the future. To do so, it is essential to show the brand in a way that the audience can relate to, in turn pulling them closer to loyalty towards that brand.

We plan on exhibiting Craftsman in a way that will attract the younger demographic that we are targeting, while maintaining the traditional perceptions of the brand’s

durability and value. This approach led us to the helped jumpstart the “It’s Natural” campaign.

It’s NaturalThe perception of Craftsman. Nature. Flatulence. What do they have in common? They are all natural. The Perception of CraftsmanPeople know Craftsman’s identity. They are already familiar with the facts that Craftsman is reliable, durable, and valued. They are in agreement with the character of Craftsman; the way people think of the brand is natural.

-NatureObviously, nature is natural; it’s in the name. Grass grows, trees grow, bushes and plants and weeds grow. Nature is natural, and it’s everywhere, including lawns and gardens.

-FlatulenceFart. Pass gas. Break wind. Cut the cheese. Rip one. There are numerous ways to say it, and it is something that everyone does, whether they want to admit it or not. It’s natural; it happens to everyone.

So why flatulence? It is easy to put together an idea that falls within the appeal level of our target audience. Something can be creative and likeable, and even on the edge of the box, but the question remains, ‘will it stick?’ In order for something to become viral, it needs to stick. It needs to be outside of the box, an idea that will have people buzzing and sending emails from one cubicle to another. A campaign with farting as an allegory is something that will resonate. People will remember it, and when they do, they will remember whom the campaign was for. It’s not necessarily a vulgar topic by any means; it’s PG-13 at best. And the mentions of flatulence are not direct; words and phrases that coincide with lawn and garden work are the direct ones, and the flatulence mentions are more tortuous, leaving the audience to fill in the blanks. Humor is essential when dealing with those in our target audience, and to them this is a kind of humor that they enjoy. We’ve smelt it, and now we’re dealing it.

Idea 1: Passing GrassPremise: This will be the initial video, introducing the viewer to the campaign and Craftsman lawn and garden tools. With the initial allegory of passing grass (or gas), the viewer will understand the whole basis of the campaign-- and the humor that it entails. Passing grass comes with the territory of mowing the lawn, its a natural process, and is associated with grass stains, skid marks, loud noises, and the occasional smells.

The video can go different ways:1. The commercial starts with viewing a typical American street during a typical

weekend. Let’s say it’s a Saturday afternoon. Focusing on a younger male who is mowing a yard using a Craftsman mover, attention then moves to a couple walking on the opposite side of the street, a bit farther down from the male mowing his lawn. The couple discusses the smell, and announces, “who cut the grass”. After some discussion, and the inferences of both cutting grass, mowing the lawn, etc., the viewer is then reverted back to the freshly mowed lawn, the idol Craftsman lawnmower, and the younger male walking in his front door. A comment from a inside female announces, “hey, you done? don’t forget to wipe”.

2. The second concept is more narrator focused. The narrator announces the presence of the male mowing his lawn, and entails the inferences between flatulence and cutting the grass. It’s still your typical Saturday and your typical neighborhood street, but the viewer is guided through the concept and campaign theme. The video ends with the male entering his home after mowing. Opening the door, a female inside announces, “hey, you done already? don’t forget to wipe”.

Idea 2: Who Cut the Trees?Premise: This will be a video revolving around Craftsman’s lawn and garden tool: the chainsaw. Cutting trees comes with all sorts of adjectives: sticky from the sap, dusty from dry bark being blown everywhere, messy and dangerous from the splinters of wood, and fun because you’re using a tool that is slicing through fibrous material like it’s lukewarm butter. Flatulence can be dusty, messy, and sometimes fun.

The video can go a couple of different routes.Commercial type video with a man using a rickety old chainsaw that simply sucks. His neighbor is using a Craftsman. They are both cutting the trees in their front yards. The neighbor advises the man to get a Craftsman, then goes on to explain how he can cut the trees whenever he wants with ease, etc. Other opportunities for humor and connections between flatulence metaphors lie within the copy.Narration over a video of a man using a Craftsman chainsaw. The video is of a man, John perhaps, cutting trees with his chainsaw, possibly cutting other things as well. Once again, other opportunities for humor and connections lie within the copy, of which the narrator will be reading.

Idea 3: Breaking WindPremise: This will be a video revolving around Craftsman’s lawn and garden tool: the blower. Blowers can be used to get leaves out of the yard, clean gutters, sweep the garage, and more. It’s loud from the motor mixed with the air being blown, sporadic from everything being tossed around, and windy from, well the wind from the blowing. Flatulence can be loud, sporadic, and well, windy.

The video can go a couple of different routes.Commercial type video with a man using an old broken blower that won’t even send a plastic sack airborne. His neighbor is using a Craftsman, and is sending everything the man’s way. Opportunities for humor and connections between flatulence metaphors

can come from the term ‘break wind’ as blowers imply wind. These opportunities lie within the copy.Narration over a video of a man using a Craftsman blower. The video is of a man, Lou perhaps, blowing leaves with his blower, possibly other things as well. Once again, other opportunities for humor and connections lie within the copy, of which the narrator will be reading.

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