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The Delta Agency

The Delta Agency. Procter and Gamble Plan Book. BLACK APIDS. The Team. Account Executive: Dan Hobbs Creative Director: Dawn Merchant Media Director: Stephanie Moe Direct Marketing Executive : Sean Hogan Sales Promotion Director: Erald Haixhiu Publicity/ PR Director: Seth Hartt.

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The Delta Agency

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  1. The Delta Agency Procter and Gamble Plan Book BLACK APIDS

  2. The Team • Account Executive: Dan Hobbs • Creative Director: Dawn Merchant • Media Director: Stephanie Moe • Direct Marketing Executive: Sean Hogan • Sales Promotion Director: EraldHaixhiu • Publicity/ PR Director: Seth Hartt

  3. Agency Philosophy • DELTA • D Dedication • E Enterprise • L Long term • T Teamwork • A Accountability

  4. Our House

  5. Huddle Rooms

  6. Our Living Rooms

  7. Today’s Huddle • Black Rapids IMC objectives and Strategies • Recommendations with various executions • Creative • Media & Media Mix • Media Flowchart and Budget Breakdown • Sales Promotions • Direct Marketing • Internet/Interactive Media • Public Relations

  8. Our Family Tree

  9. Advertising Objectives 1. To persuade the target audience to buy Black Rapids during the 7 month campaign. 2. To get the Black Rapids message heard by the target audience that “Laundry for Men, is not only a standard, but a great experience for men. 3. To build brand awareness in the 7 month campaign within our target audience 4. To capture 2% total market share of liquid detergent within each test market at the end of the 7 month campaign

  10. Message Strategy • Positioning Statement: Black Rapids transforms the traditional chore of laundry, into an amazing experience, “Laundry For Men!” Supporting Points: 1. Men are taking a more proactive role in household tasks, it’s important for them to feel good while performing such household or personal grooming tasks. 2. Men long for female attention and linking clear benefits of attracting female attention for users is important. 3. Men are proud to showcase their “stuff” and its key that we communicate the black rapids brand and products as something men can be proud to use and display it in their homes. • Distribution • Promotion • Products • Services

  11. Message Appeals • Sigmund Freud’s philosophy • Emotional appeals (psychological and social needs) • Personal- happiness, self esteem pride, pleasure • Social- recognition, acceptance, status • Fear- negative, threat, failure • Humor- positive, laughter, satisfaction • Masculine- territorial and proud • Brand- level of comparison relative to another brand • Romance- love emphasizing • physical attractiveness- striking, unique, intriguing • sexual reference/innuendos- possessive, curiosity

  12. Media Recommendations

  13. Print Executions Laundry Detergent For Men BLACK APIDS

  14. Print Executions

  15. Print Executions When your clothes smell this good, they’ll never leave... BLACK APIDS

  16. Print Executions

  17. Print Executions If your clothes smell this good they will come

  18. TV Executions

  19. Radio Executions

  20. Sales Promotions Executions • Display units at Target, Wal-Mart, and Kroger • Sampling • Free fragrance cards, free trial size detergent bottles • Contests and sweepstakes • Drawings and prize giveaways

  21. Sales Promotions Executions

  22. Direct Marketing • Email • Direct Mail • Internet • Mobile

  23. Internet/Interactive Executions

  24. Internet/Interactive Campaign

  25. Internet/Interactive Campaign

  26. Internet/Interactive Executions

  27. Billboard Executions Laundry For Men

  28. Billboard Executions

  29. Public Relations Executions

  30. Public Relations Executions

  31. Transit Executions BLACK APIDS BLACK APIDS

  32. Transit Executions BLACKRAPIDS

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