Scott’s + Oxy Clean Outdoor Cleaner WallBrent Gibson, Mark Spodar, Matthew Tse

Experiential Campaign Goals

To educate the public on the strengths and the versatility of the cleaner

To establish top of mind awareness when it comes to outdoor cleaners

To design a fun and interactive way to introduce the product at The Canada Blooms: The Canada Garden Festival

Experiential Campaign Objectives

Increase brand awareness among Ontario GTA residents

Obtain 100,000 online impressions from the promotional video and 5,000 impressions at the show itself

Obtain 5000 cumulative shares on all social media platforms

Target Market

Primary:

Demographic: Ontario residents specifically the GTA aged 30 to 65

Psychographic: Home Owners (residential, cottage) who enjoy the outdoors especially entertaining guests in a tidy but natural setting; environmentally friendly by nature

Behavioural: Actively spends quite a bit of time outdoors entertaining or gardening at home or at the cottage; takes pride in how their yard looks; active weekends during the summer months

Target Market

Secondary:

Demographic: Ontario residents specifically the GTA aged 30 to 65

Psychographic: Couples who rent (residential, cottage) who actively enjoy entertaining outside during the summer months; Upper echelon renter likely to spend $1200 or more monthly

Behavioural: Socially active; takes pride in appearance

Brand Positioning

Insight: Outdoor enthusiasts who take pride in the appearance of their home or cottage

Discriminator: Scott’s + Oxy Clean is the only multi-surface outdoor, eco-friendly cleaner that can wash away dirt and stains in a safe way; one product to clean both hard and delicate surfaces

Reason to Believe: Both Scott’s and Oxy Clean are trusted brands with a proven track records; easy to use while eco-friendly

Functional Benefit: I am able to clean multi dirt or stained surfaces quickly with one single product

Emotional Benefit: I feel confident this product will clean surfaces around my home safely and effectively

Brand Positioning Statement

To home owners living in or around Ontario’s GTA region ages 30-65, Scott’s + Oxy Clean is your all in one product keeping your home and patio looking brand new all summer long because of its proven stain fighting ability, while remaining friendly on the environment

Live Experimental Concept

Our concept is to bring a large 4 foot wall to the Canada Garden Festival.

This wall will have various different surfaces with the Scott’s logo on each surface in four different sections.

The wall will be dirty do the logos will not be visible.

Participants will have to use the Outdoor cleaner to clean the wall and find all four logos in their section first to win a prize or sample/discount

Live Experimental Concept

We feel that this is a fun and interactive way to let potential customers try the product and to demonstrate the product’s effectiveness.

Contestants will be able to see the product work on different surfaces

We will hire a production company to make a video of the campaign and use the video to increase brand awareness online

Five W’s

Who: people ages 35-60 who take pride in the way their outdoor areas like gardens and patios look

What: A fun competition that engages the target audience and demonstrates the strength of the product at the same time

Where: Canada Blooms Festival at the Direct Energy Centre

When: March 13-22 2016, Mon-Sat from 10:00 am to 9:00 pm

Why: To promote the brand to the target audience and to increase awareness and educate the public on the product

Experiential Marketing Campaign: Social Media

Goal: To create awareness and buzz on all social media platforms about Scott’s Oxy Clean Outdoor Cleaner by educating them about the product through shares at the trade show and through our video

Objective: To obtain 100,000 online impressions cumulatively through all social media platforms and 2,000 new followers each on Facebook and Twitter

Strategy: To use the video of clips from the live event to connect with the audience on an emotional level

Plan:

Upload new photo and video content from the event to Facebook, Twitter, Instagram and Youtube

Invest in Search Engine Optimization and Social Media ads to promote the product

Invest in bloggers and famous online personalities to promote the product and the campaign

Experiential Marketing Campaign: Public

RelationsGoal: To educate the public on the strength of Scott’s Oxy Clean

Outdoor Cleaner and to emphasize the environmentally friendly aspect of the product to relate to customers on an emotional level

Objective: To make all potential consumers associate Scott’s Oxy Clean Outdoor cleaner with being green

Strategy: Strong emphasis on the environmentally friendly characteristics of the cleaner and demonstrate using our live campaign

Plan: Have real plants below our large board to demonstrate that the

cleaner will not negatively affect these plants Strong emphasis on the environmentally friendly characteristics

of the cleaner on the video and on social media

Experiential Marketing Campaign: Product

Promotion

Goals: To entice the target audience to purchase the product through the text coupon campaign

Objectives: Implement 7,500 sales through text coupons

Strategy: To prominently show and promote the coupon during the live event and through the social media campaign

Plan: Announce coupons during the Experiential Marketing

Campaign Place a notice about the offer at the end of the video

trailer Mention the offer on Social Media platforms

Budget

Expenses Cost

Large wall + Construction

$8,000

Printing of logo on materials

$1,500

Prizes $1,000

Video $8,000

Text Coupon Service $8,000

Bloggers/Social Media $3,500

Total $30,000

ROE

Real Life Impressions: 5,000

Online Impressions: 100,000

Coupons Redeemed: 7,500

Event Logistics

• Contracting video production group: 2 months before festival

• Construction of the wall and appendages: 1 month before festival

• Contracting volunteers to help with execution of campaign: 2 weeks before festival

• Setup of text coupon marketing: 2 weeks before event• Contacting bloggers and media: 1 week before event• Obtaining of samples and prizes: 1 week before event• Social Media Posts and SEO: during and 1 month after

event • Production and release of video: 1 week after event• Analysis of event success : 1 month after release of video

Event Logistics