Assignment To generate trial and sales of all Swiffer products by gaining the attention of college...

Assignment

To generate trial and sales of all Swiffer products by gaining the attention of college students and to convey the message that cleaning can be fun and easy and that it doesn’t have to be a chore.

Our TARGET

• Demographic Profile– Gender: Male & Female

– Age: 18-24

– Income: 0-10,000

– Ethnicity: Diverse

• Psychographic Profile– Interests/Hobbies: partying, dating, educational & career development,

college sports, philanthropy, networking, entertainment, technology

– Lifestyle: active, busy, unstructured, independent, interactive, college student

– Attitudes: open-minded

TARGET

• College students who are ready to make their own lifestyle decisions

• Students who are busy and involved and don’t have a lot of time to spend cleaning

• Students who believe cleaning is time consuming, difficult, or boring

Reach our target at the right TIME

Initial Contact

• Beginning of academic year

• Warm Weather

Secondary Contact

• During the Spring when students are settled in and rooms begin getting messy

• Friday afternoon the Swiffer Roommate Challenge will be held

• Who: Big 10 Universities– University of Michigan

– University of Wisconsin

– Purdue University

– Illinois University

– Iowa State

– Ohio State

– Northwestern

– Indiana University

– Unveristy of Minnesota

– Penn State

• What: The Swiffer Big 10 Sweep will begin in the Midwest.

• When: Our first visit will be in the fall during welcome week, when students are returning to school.

• Where: Heavy populated events on campus

• Why: the Big 10 Universities are well-known and heavy populated

Reach our target in the right ENVIRONMENTInitial Contact

Reach our target in the right ENVIRONMENT

ILLINOISLocation: Urbana-

Champaign, Ill.

Enrollment: 36,738

Founded: 1867

Nickname: Fighting Illini

Colors: Orange and Blue

President: Joseph White

Chancellor: Richard Herman

Athletic Director:

Ron Guenther

Joined Big Ten:

1896 (charter member)

INDIANALocation: Bloomington, IN

Enrollment: 38,903

Founded: 1820

Nickname: Hoosiers

Colors:Cream and

Crimson

President:Michael

McRobbieAthletic Director:

　

Joined Big Ten:

1899

IOWA STATELocation: Iowa City, IA

Enrollment: 28,705

Founded: 1847

Nickname: Hawkeyes

Colors: Black and Gold

President: Sally Mason

Athletic Director:

Gary A. Barta

MICHIGANLocation: Ann Arbor, MI

Enrollment: 37,197

Founded: 1817

Nickname: Wolverines

Colors: Maize and Blue

President:Mary Sue Coleman

Athletic Director:

Bill Martin

Joined Big Ten:

1896 (charter member)


MINNESOTA

Location: Minneapolis, MN

Enrollment: 45,361

Founded: 1851

Nickname: Golden Gophers

Colors: Maroon and Gold

President: Robert H. Bruininks

Athletic Director: Joel Maturi

Joined Big Ten:1896 (charter

member)

NORTHWESTERN

Location: Evanston, IL

Enrollment: 18,028

Founded: 1851

Nickname: Wildcats

Colors: Purple and White

President: Henry Bienen

Athletic Director: Jim Phillips


member)

OHIO STATE

Location: Columbus, OH

Enrollment: 54,989

Founded: 1870

Nickname: Buckeyes

Colors: Scarlet and Gray

President: Gordon Gee

Athletic Director: Eugene Smith

Joined Big Ten: 1912


PURDUELocation: West Lafayette, IN

Enrollment: 37,871

Founded: 1869

Nickname: Boilermakers

Colors: Old Gold and Black

President: France Cordova

Athletic Director: Morgan Burke


member)

WISCONSINLocation: Madison, WI

Enrollment: 41,219

Founded: 1848

Nickname: Badgers

Colors: Cardinal and White

President: John Wiley

Athletic Director: Barry Alvarez


member)

PENN STATELocation: University Park, PA

Enrollment: 40,571

Founded: 1855

Nickname:Nittany Lions, Lady

Lions

Colors: Blue and White

President: Graham Spanier

Athletic Director: Tim Curley



Location: East Lansing, MI

Enrollment: 43,159

Founded: 1855

Nickname: Spartans

Colors: Green and White

President: Lou Anna K. Simon

Athletic Director: Mark Hollis


MICHIGAN STATE UNIVERSITY

• During our initial contact, the “Swiffer Big 10 Sweep,” will bring the Swiffer Trailer to major campus events taking place in the early fall.

Example: Michigan State University’s U-Fest held during welcome week

• More than 6,000 students attend the U-Fest at the heart of campus- the MSU Union.

Event features:

- live music- interactive games- prizes- product sampling - giveaways


• Branded trailer

• Dorm room setting inside of trailer where demos of the Swiffer products will be presented

• Video of a demo playing on built-in touch screens throughout trailer along with Swiffer commercials

• Outside photo booth with various background options and the option to take photos with Swiffer promotional models

• Dating game called “Baby Come Back”- Three doors to choose from- Behind each door is a branded prize:

-Frisbee - Aluminum Water bottle - Beach Ball - Drawstring Backpack

• Swiffer promotional models: - Attractive college-aged male and female- Male models wear white branded Swiffer Polo Styled shirts, white bottoms- Female models wear white branded dress


Examples of Branded Trailer

• Second visit to Big 10 Colleges

• Focus on students where they live and relax -near their residence halls and campus apartments.

• Open-air tents outside the dorms with two “sample cleaning surfaces

• Swiffer Roommate Challenge will be a competition between roommates or friends.

- who can Swiffer the floor of a sample room the fastest - Participants will be timed

Winners of challenge receive 50% off coupon for any Swiffer product and a premium of choice.

Reach our target in the right ENVIRONMENTSecondary Contact

Reach our target in the right ENVIRONMENTSwiffer Trip Giveaway

• The Swiffer Trip Giveaway

- Drawing for all the participants of the roommate challenge

- Swiffer would pay for two round-trip tickets to Miami, FL as well as a stay in a 5-star hotel for 3 nights

- The winner of the competition will be announced on the Swiffer Facebook “fan” page.

- Trip will take place as soon as student finals end that Spring

Reach our target in the right ENVIRONMENTOngoing Contact

• Facebook “Become A Fan” Page– Swiffer would create and maintain a “fan” page on Facebook. Students

would be drawn to visit the page because they would need to visit it to find their pictures from the Swiffer photo booth. Additionally, they would want to visit the page frequently to see if they won the Swiffer Summer trip

• Widget applications for Mac & PC users– The Swiffer widgets would update subscribers with fun cleaning tips & tricks

daily, occasionally directing them to the website for coupons

• Swiffer Website– Add an additional College-focused page to the Swiffer website that features

a downloadable version of the Swiffer newsletter, desktop wallpapers, dorm room cleaning tips, and other fun downloads aimed at college students.

Advertising Initiatives

• Wallboards in laundry room that give students fun tips and tricks for doing their own laundry, cleaning their rooms, and living on their own. Next to the tips, we would feature a Swiffer print advertisement

• Wallboards in engineering halls that focus on the “Engineering of Cleaning.” These wallboards would focus on the different, technical “parts” of a Swiffer product. They would then focus on the fact that it takes a lot of knowledge to engineer a Swiffer product, but hardly any to pick one up and use it

• Wallboards similar in tone and style would be featured in different halls on campus, focusing on the majors of the students who are most often in that building

Why the “Swiffer Big 10 Sweep” and successful Promotion

• Big 10 Universities are well-known and heavy populated

• We will reach a large crowd of students aged 18-24 , male and female

Thank you!

Big Mitten Media

Assignment To generate trial and sales of all Swiffer products by gaining the attention of college...

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