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

• Facebook

• Twitter

• 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