2 Q1-Q2 Productivity Campaign – What’s New for 2017 1 – Focus on larger sizes of Post-it® Super Sticky Notes including 4 in. x 4 in. and 4 in .x 6 in.2 – Partner with Master Planners that align with planner segment’s passion areas and Post-it® Brand key business verticals to create content that illustrates ways to amp up personal productivity for the planner audience.3 – Develop an online tool to helpplanners find productivity tips and content that aligns with theirunique planning and productivity style.
3 Q1-Q2 PRODUCTIVITY INTEGRATED CAMPAIGN Post-it.com List Making Tool, Videos and Public RelationsDigital Video Advertising Across PlatformsShort videos will feature Post-it® Product portfolio used to address most common organization needsPost-it.com will house short features on productivity tool and tips to be organized with complementary product.Social MediaSearch and Display Network AdvertisingThis is an overview of the integrated communications plan across paid, owned and earned media supporting “Make it Stick with Post-it® Brand” for our Q1 promotion around productivity.Digital Video Advertising Across Platforms – our target is using desktop at work, mobile and tablet at home-we have videos available in a media buy that will serve advertising to the target wherever they are looking for information on how to be organized in the new year.Post-it.com and Digital Content Generation – we are partnering with well known organization experts to learn tips on how to stay organized in the new year—specifically, with Post-it® Products at hand.The most common place our target goes when they have a question is Search. So, we will ‘own’ all Search platforms with productivity messaging and videos served.Finally, social media will allow us to dive deep into consumer targeting by segment and deliver rich stories that will be sure to get their attention. This content will be easily shareable so consumers will pass it along to their communities.As consumers turn to Search for their “how to” organization questions, Post-it® Product videos and product recommendations will be displayed across Google Ad Network and
4 Q1-Q2 PRODUCTIVIY | 2017 COMMUNICATIONS PLAN JANFEBMARAPRMAYJUNJULAUGSEPTOCTNOVDECGOOGLE SEARCH & DISPLAYAD NETWORK1/1 – 6/151/4 – 6/1RETARGETINGSOCIAL MEDIACPVV (short videos)CPE (quotes & stories)1/1 – 6/15PINTEREST, LINKEDIN, FACEBOOKPAID DIGITALMEDIA1/4 – 6/15VIDEOS SERVED THROUGH PROGRAMMATIC VIDEOHere is a calendar outlining the tactics and timing for the Q1-Q2 program.All communications will begin one the first day of January…a day when many are researching their resolutions and preparing for the year ahead.1/42/53/74/165/286/15
5 2017 Back to School Marketing Program Influencer National Program Components Available to Activate:Campaign Guidelines, Key VisualsNational In-Store Display and On-line CreativeSix (6) social media posts Douglas (with a focus on Facebook and Instagram). Retailers can re-gram, re-post, re-tweet once the Post-it® Brand shares out post on Gabby Douglas.Four (4) :15’s Videos – Gabby’s Goal Board – Shared on social media or used in-store.Unlimited Post-it® Perks s with retailer-specific segmentation.Unlimited sizes digital banner ads and HTML’s – no retailer logo located inside creative ad unit.Unlimited retail print circular and sampling – no retailer logo located inside creative ad unit.Unlimited retail FSI couponing – no retailer logo located inside creative ad unit.Dates available June 1, 2017 – September 30, 2017
6 INTEGRATED CAMPAIGN | BACK-TO-SCHOOL National Television Advertising PlanPost-it.com and Digital Content GenerationPublic Relations and Engagement StrategySocial & Digital Media, Paid Search, &This is an overview of the integrated communications plan across paid, owned and earned media supporting “Make it Stick with Post-it® Brand’ at back-to-school.National television advertising is used to drive extended reach across key channels that target our Planner Parent.Post-it.com and Digital Content generation will allow consumers to learn about the larger portfolio of products and view videos of real-life students are working hard to achieve their dreams in school.Public Relations and Engagement strategy allows earned media to pick-up news about Post-it® Brand and share it out in key publications like Real Simple, Better Homes and Gardens, Parents, and People magazine.Finally, social media, search, retargeting and will allow us to dive deep into consumer targeting by segment and deliver rich stories that will be sure to get their attention. This content will be easily shareable so consumers will pass it along to their communities.
7 JAN BACK-TO-SCHOOL | 2017 COMMUNICATIONS PLAN FEB MAR APR MAY JUN JUL AUGSEPTOCTNOVDECTELEVISION7/24 – 8/27PAID DIGITALMEDIA7/24 – 9/12SOCIAL MEDIA PAID ADVERTISING(Intermittent)MEDIA RELATIONSMAKE it stickRELEASE: 8/8Commissioned researchNational influencer!(Intermittent)This calendar provides an overview of the weeks where we will have paid media support. In total there will be 11 weeks of media support on behalf of the Post-it® Brand, beginning the week of July 11th through September 30th.We hope to exceed our 2016 impressions by 10%.7/188/38/119/1PAID SEARCH7/11 – 9/30SAMPLING(Multiple Tactics)
8 Grow the Core: Post it® Notes, Flags and Tabs Sales ToolsSamples/OffersOn-lineBrand OTT/Insights