Method Media Plan
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The document outlines a marketing strategy for the cleaning products brand Method, focusing on increasing brand awareness and sales among women aged 18-49 through various advertising and activation tactics. It includes a SWOT analysis, identifies core brand values, and describes specific campaigns intended to elevate brand perception and market presence. The budget for these efforts is set at $15 million for the year 2015.
Method Media Plan
- 1. Kyle McCarthy Gillian Wenzel Jake Ascoli Claire Mirsky Taylor O’Neil
- 2. air distribution to the greater world leaves evaluation of the campaigns health branches creation to take the company in the right direction roots connecting with the brand’s core values soil researching the brand “Roots Up Approach”
- 4. swot analysis strengths: ● recognised brand name in the industry ● unique products/Packaging ● customer loyalty ● innovative culture ● nontoxic formula ● unique natural fragrances weaknesses: ● high price compared to competitors ● more of a niche product ● limited and specialized distribution ● low brand awareness outside of target market opportunities: ● innovation of new products ● growth of environmentally kind market ● expansion to new stores ● almost everyone needs cleaning products ● low awareness means a lot of room to improve threats: ● bad economy ● competition ● substitute products
- 5. goals communication In our target demographic of 18-49 women, we will strive to increase comprehension 75% and conviction 50%. marketing increase sales for all method products by at least 10%. By creating more awareness and a call to action for method through our print and television ads as well as our brand activation tactics. time frameJanuary 2015 - December 2015 budget 15 million dollars
- 6. brand value proposition functional benefits emotional benefits self-expressive benefits
- 7. . target audience Mary 38 Years old Environmental Lawyer Busy wife and mother Looking for products that both smell nice and are eco-friendly Sara 21 years old Lead healthy lifestyle Eco-friendly Enjoys living in a clean environment
- 8. campaign strategy core issue: creating an image separate from Target. brand promise: cleaning, won’t feel like cleaning.
- 9. the story method tells cleaning cleaning the house is an act of pride with method it’s not a chore method is it’s own story simply by being on your counter reinvents the ritual of keeping a clean home
- 14. brand activation food network partnership use method products to clean their kitchens on TV and have the pro on display during the show
- 15. brand activation free standing inserts & coupon use the FSIs to make the consumer aware of all of the places they can locally purchase method, and create action by including coupons with the FSI to incentivise a purchase.
- 16. brand activation set up stations with product demonstrations and invite people to witness the cleaning power of method. demonstrate different types of products and different scents at the end of the demonstration ask the participants what they could see themselves using by asking “what is your method?” “find your method” demo
- 17. media plan target audience 18-49 yr old women geographic scope media strategies effective reach: 75 effective frequency: 5 flighting: spring cleaning & holiday season west coast east coast
- 19. evaluation
- 20. evaluation