Kyle McCarthy

Gillian Wenzel

Jake Ascoli

Claire Mirsky

Taylor O’Neil

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”

competitor analysis

swot analysisstrengths:

● 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

goalscommunication 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 frame January 2015 - December 2015

budget 15 million dollars

brand value proposition functional benefits

emotional benefits

self-expressive benefits

. 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

campaign strategy

core issue: creating an image separate from Target.

brand promise: cleaning, won’t feel like cleaning.

the story method tells

cleaningcleaning the house is an act of pride

with method it’s not a chore

method is it’s own storysimply by being on your counter

reinvents the ritual of keeping a clean home

magazine advertisements

.

transit advertisement

television (30 seconds)

.

brand activation

food network partnershipuse method products to clean their kitchens on TV and have the products on display during the show

brand activation

free standing inserts & couponuse 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.

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

media plantarget audience 18-49 yr old women

geographic scope

media strategieseffective reach: 75effective frequency: 5 flighting: spring cleaning & holiday season

west coast east coast

media plan continued...

budget

productiontransit

billboard

tele

visi

on

magazine

media mix

evaluation

evaluation