Download - Grassroots Final P Pt
Second Harvest ADVERTISING
Will Nelson * Peter Bates * Kyle Abshoff * Nivedita * Arek Rzadkowski * Shriram
Direct Marketing Plan
Second Harvest ADVERTISING
AgendaCompany OverviewCompetitive EnvironmentPrevious CommunicationWhat the DM piece is trying to accomplishWhat the DM piece will leverageProgram ObjectivesCommunication ChannelsCommunication ObjectivesTarget MarketDesired PerceptionTone and MannerEnd-User BenefitProject Requirements and FormatTimingMandatoriesBudgetROIDM Pieces
• Founded – 1994 by Rob Grand
• First “eco-friendly” household products provider.
• Grassroots offers environmentally friendly products and solutions that allow people to make positive choices for themselves, their communities and planet
• Two locations: Annex Store Riverdale Store
Company Overview
“Big Box” Stores
• Wal*Mart
• Rona
• Home Depot
• Canadian Tire
• Home Hardware
Independent
Retailers• Ecoexistence
• Zero Point
Competitive Environment
• E-Newsletter
• Media Kit DM Piece
• Social Networking
• Blog
Previous Communication
• Attract new customers to store;
• Capture new customer information for integration into existing database;
• Increase frequency of purchase with existing Grassroots customers;
• Drive sales.
The DM Piece is Trying To…
Earth Month Workshops educating customers about benefits of eco-
friendly living.
Retail Contest : “Pays To Go Green” 1 Grand Prize of $1000 and a
$1000 donation to an environmental charity on behalf of the winner;
Weekly prizes consisting of 8 x $50 gift certificates to Grassroots (2 gift certificates awarded per week
The DM Piece Will Leverage…
• Increase the number of customers in the Grassroots mailing database from 3,000 to 3,300, an increase of 10%
• Increase total monthly sales by 20% from $41,250.00 to $57,750.00
Program Objectives
• E-news letter
• Blogs
• Green Gift Giving
Communication Channels
Communication Objectives (Customers)
• Communicate the Grassroots brand and store locations;
• Invite loyal Grassroots customers to celebrate Earth Month;
• Description of the Grand Prize
• Communicate Weekly Secondary Prizing;
• Describe mechanics of how to enter;
• Communicate the start and end date;
• Communicate URL;
• Encourage subscribers to follow Grassroots on Facebook and Twitter.
Communication Objectives (Media)
• Provide an update on recent Grassroots community involvement;
• Communicate launch of consumer retail contest;
• Communicate details of contest;
• Call out charitable donation as part of the Grand Prize;
• Invite media to come out to eco-friendly workshops to see the community actively taking part in becoming educated about eco-friendly products and sustainable living;
• Invite media to the final contest draw where one lucky winner will win $1000 and a local environmental charity will receive a $1000 donation on behalf of the winner.
Annex
Target Market
• 64% of people are between the ages of 25 and 64;• 26.1% have a household income of over $100,000;• 36% of households own their home;• 35.5% of households have children
Riverdale
Target Market
• 64% of people are between the ages of 25 and 64;• 27.1% have a household income of over $100,000;• 56% of households own their home;• 52.5% of households have children.
• Become more environmentally conscious and take greater steps to reduce their carbon footprint;
• Attend the eco-friendly workshops at Grassroots and become educated on eco-friendly living;
• Visit the Grassroots retail locations and make frequent purchases
• Purchase a minimum of $25 to be entered into the retail contest and subscribe to the Grassroots E-newsletter;
• Subscribe to the Grassroots Facebook and Twitter groups, and keeping up-to-date on limited time offers, new products, events and sales.
Desired Perception
• Drive Grassroots brand awareness through media channels ie. print/television;
• Learn more about Grassroots, its products, and community involvement and communicate this through media channels ie. print/television;
• Drive awareness of customer contest and events surrounding Earth Month through media channels ie. print/television driving more customers to retail for purchase and contest entry;
• Spread awareness of eco-friendly products and environmental issues.
Desired Media Perception
• Environmentally Conscious• Concerned about their Family, Friends, and
Community• Proactive• Enjoys Freebies and chances to WIN for
participating.
Tone & Manner
Feature End-User BenefitOur products are environmentally friendly solutions for day-to-day household products
so you can reduce your impact on the environment and work towards sustainable living.
End-User Benefit
Format• E-newsletter “style” with files in HTML format• English only• Mailing list – 2 lists will be provided by the client :
• 3,000 customers who currently subscribe to the Grassroots E-newsletter
• 150 media contacts – from which local media will be segmented
Project Requirement/Format
Timing
• Contest Start - Monday March 22, 2010 at 8:00 AM
• Contest Close - Wednesday April 21, 2010 9:00 PM
• Grand Prize Awarded - Thursday April 22, 2010 (Earth Day)
• Grassroots logo;
• Website URL;
• Twitter and Facebook account information;
• Personalized signature from Rob Grand (Media DM Piece ONLY);
• Colour – clean layout or natural earthy tones;
• Two Separate E-newsletters: Existing Customer and Media Contacts.
Mandatories
ITEM ESTIMATED COSTCreative Development No Cost
List Rental No Cost
Creative Development No Cost
Contest Execution*
Grand Prize $1,000
Donation to Charity $1,000
Weekly Prizing $400
TOTAL $2,400
Budget
Break even point:
$2400/$27.50 = 88 sales*NOTE – Incremental costs for additional materials i.e. posters, banners, incremental cost to update database and run workshops not included
Return on Investment
ROI = [(Payback-Investment)/Investment]*100
ROI = [($8,250-$2,400)/$4,400]*100
ROI = 132%
Customer Email
Media Email