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Experiential Campaign Goals
To educate the public on the strengths and the versatility of the cleaner
To establish top of mind awareness when it comes to outdoor cleaners
To design a fun and interactive way to introduce the product at The Canada Blooms: The Canada Garden Festival
Experiential Campaign Objectives
Increase brand awareness among Ontario GTA residents
Obtain 100,000 online impressions from the promotional video and 5,000 impressions at the show itself
Obtain 5000 cumulative shares on all social media platforms
Target Market
Primary:
Demographic: Ontario residents specifically the GTA aged 30 to 65
Psychographic: Home Owners (residential, cottage) who enjoy the outdoors especially entertaining guests in a tidy but natural setting; environmentally friendly by nature
Behavioural: Actively spends quite a bit of time outdoors entertaining or gardening at home or at the cottage; takes pride in how their yard looks; active weekends during the summer months
Target Market
Secondary:
Demographic: Ontario residents specifically the GTA aged 30 to 65
Psychographic: Couples who rent (residential, cottage) who actively enjoy entertaining outside during the summer months; Upper echelon renter likely to spend $1200 or more monthly
Behavioural: Socially active; takes pride in appearance
Brand Positioning
Insight: Outdoor enthusiasts who take pride in the appearance of their home or cottage
Discriminator: Scott’s + Oxy Clean is the only multi-surface outdoor, eco-friendly cleaner that can wash away dirt and stains in a safe way; one product to clean both hard and delicate surfaces
Reason to Believe: Both Scott’s and Oxy Clean are trusted brands with a proven track records; easy to use while eco-friendly
Functional Benefit: I am able to clean multi dirt or stained surfaces quickly with one single product
Emotional Benefit: I feel confident this product will clean surfaces around my home safely and effectively
Brand Positioning Statement
To home owners living in or around Ontario’s GTA region ages 30-65, Scott’s + Oxy Clean is your all in one product keeping your home and patio looking brand new all summer long because of its proven stain fighting ability, while remaining friendly on the environment
Live Experimental Concept
Our concept is to bring a large 4 foot wall to the Canada Garden Festival.
This wall will have various different surfaces with the Scott’s logo on each surface in four different sections.
The wall will be dirty do the logos will not be visible.
Participants will have to use the Outdoor cleaner to clean the wall and find all four logos in their section first to win a prize or sample/discount
Live Experimental Concept
We feel that this is a fun and interactive way to let potential customers try the product and to demonstrate the product’s effectiveness.
Contestants will be able to see the product work on different surfaces
We will hire a production company to make a video of the campaign and use the video to increase brand awareness online
Five W’s
Who: people ages 35-60 who take pride in the way their outdoor areas like gardens and patios look
What: A fun competition that engages the target audience and demonstrates the strength of the product at the same time
Where: Canada Blooms Festival at the Direct Energy Centre
When: March 13-22 2016, Mon-Sat from 10:00 am to 9:00 pm
Why: To promote the brand to the target audience and to increase awareness and educate the public on the product
Experiential Marketing Campaign: Social Media
Goal: To create awareness and buzz on all social media platforms about Scott’s Oxy Clean Outdoor Cleaner by educating them about the product through shares at the trade show and through our video
Objective: To obtain 100,000 online impressions cumulatively through all social media platforms and 2,000 new followers each on Facebook and Twitter
Strategy: To use the video of clips from the live event to connect with the audience on an emotional level
Plan:
Upload new photo and video content from the event to Facebook, Twitter, Instagram and Youtube
Invest in Search Engine Optimization and Social Media ads to promote the product
Invest in bloggers and famous online personalities to promote the product and the campaign
Experiential Marketing Campaign: Public
RelationsGoal: To educate the public on the strength of Scott’s Oxy Clean
Outdoor Cleaner and to emphasize the environmentally friendly aspect of the product to relate to customers on an emotional level
Objective: To make all potential consumers associate Scott’s Oxy Clean Outdoor cleaner with being green
Strategy: Strong emphasis on the environmentally friendly characteristics of the cleaner and demonstrate using our live campaign
Plan: Have real plants below our large board to demonstrate that the
cleaner will not negatively affect these plants Strong emphasis on the environmentally friendly characteristics
of the cleaner on the video and on social media
Experiential Marketing Campaign: Product
Promotion
Goals: To entice the target audience to purchase the product through the text coupon campaign
Objectives: Implement 7,500 sales through text coupons
Strategy: To prominently show and promote the coupon during the live event and through the social media campaign
Plan: Announce coupons during the Experiential Marketing
Campaign Place a notice about the offer at the end of the video
trailer Mention the offer on Social Media platforms
Budget
Expenses Cost
Large wall + Construction
$8,000
Printing of logo on materials
$1,500
Prizes $1,000
Video $8,000
Text Coupon Service $8,000
Bloggers/Social Media $3,500
Total $30,000
Event Logistics
• Contracting video production group: 2 months before festival
• Construction of the wall and appendages: 1 month before festival
• Contracting volunteers to help with execution of campaign: 2 weeks before festival
• Setup of text coupon marketing: 2 weeks before event• Contacting bloggers and media: 1 week before event• Obtaining of samples and prizes: 1 week before event• Social Media Posts and SEO: during and 1 month after
event • Production and release of video: 1 week after event• Analysis of event success : 1 month after release of video