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PHAD

PHAD. Advertising done right. Meet Our Team. President: Shannon Quiles Account executive/Market Research: Dan Wagner Copywriter: Rebecca Goodacre. Art Director: Jeffrey Thies Media Planner: Asia Collington Public Relations: Christina Bridgwater. Client. Product.

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PHAD

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  1. PHAD Advertising done right

  2. Meet Our Team President: Shannon Quiles Account executive/Market Research: Dan Wagner Copywriter: Rebecca Goodacre Art Director: Jeffrey Thies Media Planner: Asia Collington Public Relations: Christina Bridgwater

  3. Client Product

  4. Key Competitors

  5. Secondary Research

  6. Primary Research • Administered online survey to 75 participants • College students age 18-24 • 54 females, 21 males • Price is the number one factor when making purchases • Majority of parents still contribute financially

  7. Research Data

  8. Research Data

  9. Research Data

  10. Communications Objective We want college students to feel a need for Glade Plug Ins when they go away to school

  11. Target Audience Young adults: Age 18-24

  12. What do they think now? “The commercials always feature a housewife cleaning up for her husband and children” “All air fresheners are the same. I just buy whatever’s on sale.” 2003 Ad

  13. What do we want them to think? • Glade isn’t just for families, it’s for everyone. • Glade Plug Ins are a simple and affordable way to keep your room smelling great, even if you aren’t.

  14. ODOR INSURANCE

  15. Public Relations Recommendations • Press Conference • Hold a press conference before the release of the guerrilla ‘Odor Insurance Ads’ • Events • Welcome Week • Contest at welcome week table • Check-In (via FourSquare) at the Welcome Week table • Hang Door tags for discounts, website, info, etc in all dorms • Viral • Glade PlugInsFacebook- Video Submission Contest (Smelly Story/Time You Wish You Had Odor Insurance) • Twitter- ReTweet us and enter for a chance to win

  16. Public Relations Flowchart

  17. Media Flow Chart

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