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Grassroots Final P Pt

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peterjtbates

Grassroots is launching a direct marketing campaign during Earth Month to increase sales and customer database subscriptions. The campaign includes workshops, a retail contest with weekly and grand prizes, and targeted email newsletters. The objectives are to increase the customer database by 10% and monthly sales by 20%. The campaign will leverage Earth Month events and promote an environmentally conscious message. Targeted emails will communicate contest details to customers and media contacts, promoting Grassroots' brand and community involvement. If the campaign meets its objectives, it will achieve a 132% return on investment.

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Second Harvest ADVERTISINGDirect Marketing PlanWill Nelson * Peter Bates * Kyle Abshoff * Nivedita * Arek Rzadkowski * Shriram
AgendaCompany Overview
Competitive Environment
Previous Communication
What the DM piece is trying to accomplish
What the DM piece will leverage
Program Objectives
Communication Channels
Communication Objectives
Target Market
Desired Perception
Tone and Manner
End-User Benefit
Project Requirements and Format
Timing
Mandatories
Budget
ROI
DM Pieces Company OverviewFounded 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 planetTwo locations:Annex Store
Riverdale Store Competitive EnvironmentIndependent RetailersEcoexistenceZero PointBig Box StoresWal*Mart RonaHome DepotCanadian TireHome Hardware
Previous CommunicationE-NewsletterMedia Kit DM PieceSocial NetworkingBlog
The DM Piece is Trying ToAttract 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 Will LeverageEarth MonthWorkshops educating customers about benefits of eco-friendly living.Retail Contest : Pays To Go Green1 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 Program ObjectivesIncrease 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
Communication ChannelsE-news letterFacebookTwitterBlogsGreen Gift Giving

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Grassroots Final P Pt

  • 1. Second Harvest ADVERTISINGDirect Marketing PlanWill Nelson * Peter Bates * Kyle Abshoff * Nivedita * Arek Rzadkowski * Shriram
  • 2. AgendaCompany Overview
  • 5. What the DM piece is trying to accomplish
  • 6. What the DM piece will leverage
  • 18. ROI
  • 19. DM Pieces Company OverviewFounded 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 planetTwo locations:Annex Store
  • 20. Riverdale Store Competitive EnvironmentIndependent RetailersEcoexistenceZero PointBig Box StoresWal*Mart RonaHome DepotCanadian TireHome Hardware
  • 21. Previous CommunicationE-NewsletterMedia Kit DM PieceSocial NetworkingBlog
  • 22. The DM Piece is Trying ToAttract new customers to store;Capture new customer information for integration into existing database;Increase frequency of purchase with existing Grassroots customers;Drive sales.
  • 23. The DM Piece Will LeverageEarth MonthWorkshops educating customers about benefits of eco-friendly living.Retail Contest : Pays To Go Green1 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 Program ObjectivesIncrease 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
  • 24. Communication ChannelsE-news letterFacebookTwitterBlogsGreen Gift Giving
  • 25. Communication Objectives (Customers) Communicate the Grassroots brand and store locations;
  • 26. Invite loyal Grassroots customers to celebrate Earth Month;
  • 27. Description of the Grand Prize
  • 28. Communicate Weekly Secondary Prizing;
  • 29. Describe mechanics of how to enter;
  • 30. Communicate the start and end date;
  • 32. Encourage subscribers to follow Grassroots on Facebook and Twitter. Communication Objectives (Media) Provide an update on recent Grassroots community involvement;
  • 33. Communicate launch of consumer retail contest;
  • 34. Communicate details of contest;
  • 35. Call out charitable donation as part of the Grand Prize;
  • 36. 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;
  • 37. 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.Target MarketAnnex 64% of people are between the ages of 25 and 64;
  • 38. 26.1% have a household income of over $100,000;
  • 39. 36% of households own their home;
  • 40. 35.5% of households have children Target MarketRiverdale 64% of people are between the ages of 25 and 64;
  • 41. 27.1% have a household income of over $100,000;
  • 42. 56% of households own their home;
  • 43. 52.5% of households have children. Desired PerceptionBecome 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 GrassrootsFacebook and Twitter groups, and keeping up-to-date on limited time offers, new products, events and sales.
  • 44. Desired Media PerceptionDrive 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.
  • 45. Tone & Manner Environmentally ConsciousConcerned about their Family, Friends, and CommunityProactiveEnjoys Freebies and chances to WIN for participating.
  • 46. End-User Benefit
  • 47. Project Requirement/FormatFormatE-newsletter style with files in HTML formatEnglish onlyMailing list 2 lists will be provided by the client : 3,000 customers who currently subscribe to the Grassroots E-newsletter150 media contacts from which local media will be segmented
  • 48. Timing Contest Start - Monday March 22, 2010 at 8:00 AM
  • 49. Contest Close - Wednesday April 21, 2010 9:00 PM
  • 50. Grand Prize Awarded - Thursday April 22, 2010 (Earth Day)MandatoriesGrassroots 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.
  • 51. BudgetBreak 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
  • 52. Return on InvestmentROI = [(Payback-Investment)/Investment]*100ROI = [($8,250-$2,400)/$4,400]*100ROI = 132%