Going Green, Again.By: Shayla Curran

Who Are We?

• Established in 1886 as a consumer goods industry that produced cleaning supplies and other chemical based products.

• Located in Racine, Wisconsin

• Creates a revenue of over $8.5 billion

What We Do?

• Produce cleaning and chemical based products such as: Shout, Windex, Glade, Raid, Ziploc, and many others.

• Our target audience consists of mostly middle aged women who live and/or work out of their home. Mainly target the average middle to lower class housewife.

• We also target younger women who have just moved into their own place and are starting a life of their own.

What went wrong?

Five years after SC Johnson went “green”, the company faced a lawsuit against

their “Greenlist” Program that won Earn’s Presidential Award for Green

Chemistry. The agreement was to pull the logo from the labels because they did

contain the approved amount of organic material in the product to claim it as

green. To this day SC Johnson only uses the term “Greenlist” for rating the

amount of natural product in their different products.

Moving Forward

People in this world know that they need to take care of the environment and are doing their daily

chore to do so. SC Johnson must continue to support their consumers in their environmental

decisions. SC Johnson has done so by changing their packaging and other ingredients, so now it is again

time to share this information with the world. Keeping “Greenlist” is an excellent way of informing

consumers of exactly what it is they are using and what choices they have. Not only can “Greenlist” be

used to compare SC Johnson products but also rival companies. The best way to win over consumers

after a mistake is by admitting your wrong doing and committing to honesty.

What we propose is for SC Johnson to continue to go green and spread their knowledge through to their consumers. Create long lasting personal relationships with them. Let them know you support their opinions and will help them guide the way to a greener future.

Going BigGet The Green campaign will big enough, honesty

enough, and green enough that people will no longer

have to question the companies reliability.

Advertisements that intrigue viewers through

questions about which product belongs where on

the line of 1 being least eco-friendly and 10 being

most eco-friendly. Joining the social media world.

And last but not least, holding contests and chances

to win that will push people to follow what the

campaign is leading.

Go big or go home is what I heard throughout most of my college career. I guess someone was right. When a company takes a hit, it is hard to recover.

Get That GreenGet That Green is a campaign that will launch the ability for consumers to rate SC Johnson green products. The idea will be

similar to that of Consumer’s Report. The campaign will be promoted through multiple social media site such as Facebook,

Twitter, and Instagram.

✦ Hash t a g s : #g reen l i s t , #ge t tha t g reen ,

#Johnsongoesgreen, and etc...

✦ Consumers can take photos on Instagram and

connect using these hashtags

✦ Facebook and Twitter can promote rating quizes

that will allow consumers to guess the ratings on

products and other facts about SC Johnson

products.

✦ Facebook and Twitter will post news and reports

✦Through these sites, SC Johnson will host

contests that relate to the Get That Green campaign

in which prizes will be given out

Connecting to people through social media will allow for long lasting relationships. Not only will they buy your product because it’s cheap or the best, they will pick it because you effected their lives and let them become a part of your company.

Budgeting

• Social Media Promotions/Sponsors: $1 million

• TV Advertisements: $400,000.00

• Other: $50,000.00

Total: $1,450,000.00

Campaigning is expensive but worth it in the end when done the right way. Instead of spending money strictly on advertisements, put money towards engaging consumers and relating to their level of things.

Get That GoalThe campaign will be a success when the “green” product

sales go up and when people have the knowledge to

understand what they are buying. Such as when a product

says that it’s “green” it doesn’t mean that it is make with

%100 organic material. It is important for them to know

what is in the products they are using and if it meets their

environmentally conscious standards. We also hope to

teach people about properly deposing of cleaning

products and plastic bottles.

SC Johnson

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A Family Company

Not only will SC Johnson inform consumers that they sell green products, but they will share how they are changing as a whole company to make the world a greener place and create a healthier future.