imc glad forceflex part 2

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ForceFlex Kitchen Trash Bags5.0 Integrated Marketing Communication Objective One 5.1 Budget: N/A 5.2 Integrated Marketing Communication Methodologies 5.2.1 Advertising

Reinforce Brand Image Increase

WebsiteTraffic

EncourageAction

5.2.1.1 Advertising Objectives & Budget

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ForceFlex Kitchen Trash Bags5.2.1 Advertising (cont.) 5.2.1.2 Creative Brief

Objective

• Reinforce brand image• Increase website traffic• Encourage action

Target Audience

• Generation Y, aka Millennials• Eco-conscious individuals, music lovers

Message Theme

• The tagline, “Clean Up Your Act, You’ll Be You Did,” encourages consumers to clean up their acts for personal gain and to improve our planet in a whole through the use of Glad ForceFlex kitchen trash bags.

Support

• Bonnaroo festival sweepstakes• Coupons

Constraints

• Terms and conditions of sweepstakes• Coupon restrictions

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ForceFlex Kitchen Trash Bags5.2.1 Advertising (cont.) 5.2.1.3 Advertising Design

Print AdAppeal• Humor • Sex

Executional Framework• Slice-of-Life

Broadcast AdAppeal• Music• Emotional

Executional Framework• Dramatization

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ForceFlex Kitchen Trash Bags5.2.1 Advertising (cont.) 5.2.1.3 Advertising Design (cont.): Print Ad

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ForceFlex Kitchen Trash Bags5.2.1 Advertising (cont.) 5.2.1.3 Advertising Design (cont.): Print Ad

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ForceFlex Kitchen Trash Bags5.2.1 Advertising (cont.) 5.2.1.3 Advertising Design (cont.): Broadcast Ad Storyboard

Thousands of people are attending the concert of a lifetime.

Once the concert is over, a massive amount of trash is left behind.

Staring over the amount of trash in disbelief, one women starts picking it up.

People start to take attention of the woman’s service.

One-by-one, more people start participating in the clean-up.

Within minutes, the entire concert community comes together to clean.

“Clean up your act, you’ll be you did.”

Before the commercial ends, information regarding the

Bonnaroo sweepstakes appears and a narrator goes through the

details, encouraging viewers to go online and sign up.

1 2 3

4 5 6

7

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ForceFlex Kitchen Trash Bags5.2.2 Consumer Sales Promotions

5.2.2.1 Budget Allocation: N/A

5.2.2.2 Consumer Promotion Selection• Sweepstakes for a trip for 4 to the

Bonnaroo music festival, June 12th-14th in Manchester, TN. Participants can enter online, or at select retailer locations.

• Traveling with Luke Bryan’s “That’s My Kind of Night” tour this summer.

• Bounce back coupons placed inside product packaging to encourage repeat purchase.

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ForceFlex Kitchen Trash Bags5.2.2 Consumer Sales Promotions (cont.)

5.2.2.3 Sample Consumer Promotions• Selective sampling at Bonnaroo and

at Luke Bryan “My Kind of Night” tour tailgate parties to inspire attendees to “Clean Up Their Act.”

• Drink koozie promotional item.

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ForceFlex Kitchen Trash Bags5.2.3 Sponsorship Programs

• Sponsor and corporate partner of Keep America Beautiful and their Great American Cleanup events.

• Bonnaroo sponsor and placing the Glad name on a performance stage at the festival.

• Sponsor of Luke Bryan’s “My Kind of Night” summer tour.

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ForceFlex Kitchen Trash Bags5.3 Media Plan

• Print ads in:

• Broadcast ads on:

• Banner ads on:

RedemptionRates

Copy Testing

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ForceFlex Kitchen Trash Bags5.4 Evaluation

• Evaluation Methodologies:

RecallTesting

Internet Responses

RespondentBehaviors

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ForceFlex Kitchen Trash Bags6.0 Integrated Marketing Communications Objective Two 6.1 Budget: N/A 6.2 Integrated Marketing Communication Methodologies 6.2.1 Advertising

6.2.1.1 Advertising Objectives & Budget

BuildBrand

Awareness ProvideInformation

EncourageAction

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ForceFlex Kitchen Trash Bags6.2.1 Advertising (cont.) 6.2.1.2 Creative Brief

Objective

• Increase brand awareness• Provide information• Encourage action

Target Audience

• Generation Y, Generation X, Baby Boomers• Restaurant industry professionals,

food/cooking enthusiasts

Message Theme

• Glad ForceFlex kitchen trash bags are not just for domestic use. They can be used in the kitchens of the restaurant/food preparation industry. Emphasis on strength, Febreze OdorShield feature and eco-friendliness.

Support• Provide web address for online

purchasing

Constraints • Bulk purchasing policy

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ForceFlex Kitchen Trash Bags6.2.1 Advertising (cont.) 6.2.1.3 Advertising Design: Print Ad

Appeal• Rational

Executional Frameworks• Slice-of-Life• Informational

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ForceFlex Kitchen Trash Bags6.2.2 Trade Promotions

6.2.2.1 Budget Allocation: N/A

6.2.2.2 Trade Promotion Selection• Cooperative merchandising agreements

with our largest retailers; Walmart, Target and Costco, as a trade incentive.

• Bonus pack for every 20 boxes of the product bought in bulk, exclusive to online restaurant purchases.

• Setting up booths at all 30 locations in USA Exposition’s ‘National Home & Garden Show Series.’

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ForceFlex Kitchen Trash Bags6.2.2 Trade Promotions

6.2.2.3 Package Design• Retain the traditional package design.• Place on-package premium for Bonnaroo trip

sweepstakes information on the side of the box.

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ForceFlex Kitchen Trash Bags6.3 Media Plan

• Print ads in:

RedemptionRates

Copy Testing

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ForceFlex Kitchen Trash Bags6.4 Evaluation

• Evaluation Methodologies:

RecallTesting

Internet Responses

RespondentBehaviors