Assignment To generate trial and sales of all Swiffer products by gaining the attention of college...
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Transcript of 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)
Reach our target in the right ENVIRONMENT
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
Joined Big Ten:1896 (charter
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
Reach our target in the right ENVIRONMENT
PURDUELocation: West Lafayette, IN
Enrollment: 37,871
Founded: 1869
Nickname: Boilermakers
Colors: Old Gold and Black
President: France Cordova
Athletic Director: Morgan Burke
Joined Big Ten:1896 (charter
member)
WISCONSINLocation: Madison, WI
Enrollment: 41,219
Founded: 1848
Nickname: Badgers
Colors: Cardinal and White
President: John Wiley
Athletic Director: Barry Alvarez
Joined Big Ten:1896 (charter
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
Joined Big Ten: 1990
Reach our target in the right ENVIRONMENT
Location: East Lansing, MI
Enrollment: 43,159
Founded: 1855
Nickname: Spartans
Colors: Green and White
President: Lou Anna K. Simon
Athletic Director: Mark Hollis
Joined Big Ten: 1949
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
Reach our target in the right ENVIRONMENTInitial Contact
• 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
Reach our target in the right ENVIRONMENTInitial Contact
• 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