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Assignment To generate trial and sales of all Swiffer products by gaining the attention of college students and to convey the message that cleaning can.

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Presentation on theme: "Assignment To generate trial and sales of all Swiffer products by gaining the attention of college students and to convey the message that cleaning can."— Presentation transcript:

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2 Assignment To generate trial and sales of all Swiffer products by gaining the attention of college students and to convey the message that cleaning can be fun and easy and that it doesn’t have to be a chore.

3 Our TARGET Demographic Profile –Gender: Male & Female –Age: 18-24 –Income: 0-10,000 –Ethnicity: Diverse Psychographic Profile –Interests/Hobbies: partying, dating, educational & career development, college sports, philanthropy, networking, entertainment, technology –Lifestyle: active, busy, unstructured, independent, interactive, college student –Attitudes: open-minded

4 TARGET College students who are ready to make their own lifestyle decisions Students who are busy and involved and don’t have a lot of time to spend cleaning Students who believe cleaning is time consuming, difficult, or boring

5 Reach our target at the right TIME Initial Contact Beginning of academic year Warm Weather Secondary Contact During the Spring when students are settled in and rooms begin getting messy Friday afternoon the Swiffer Roommate Challenge will be held

6 Who: Big 10 Universities –University of Michigan –University of Wisconsin –Purdue University –Illinois University –Iowa State –Ohio State –Northwestern –Indiana University –Unveristy of Minnesota –Penn State What: The Swiffer Big 10 Sweep will begin in the Midwest. When: Our first visit will be in the fall during welcome week, when students are returning to school. Where: Heavy populated events on campus Why: the Big 10 Universities are well-known and heavy populated Reach our target in the right ENVIRONMENT Initial Contact

7 Reach our target in the right ENVIRONMENT ILLINOIS Location:Urbana- Champaign, Ill. Enrollment:36,738 Founded:1867 Nickname:Fighting Illini Colors:Orange and Blue President:Joseph White Chancellor:Richard Herman Athletic Director: Ron Guenther Joined Big Ten: 1896 (charter member) INDIANA Location:Bloomington, IN Enrollment:38,903 Founded:1820 Nickname:Hoosiers Colors: Cream and Crimson President: Michael McRobbie Athletic Director: Joined Big Ten: 1899 IOWA STATE Location:Iowa City, IA Enrollment:28,705 Founded:1847 Nickname:Hawkeyes Colors:Black and Gold President:Sally Mason Athletic Director: Gary A. Barta MICHIGAN Location:Ann Arbor, MI Enrollment:37,197 Founded:1817 Nickname:Wolverines Colors:Maize and Blue President: Mary Sue Coleman Athletic Director: Bill Martin Joined Big Ten: 1896 (charter member)

8 Reach our target in the right ENVIRONMENT MINNESOTA Location:Minneapolis, MN Enrollment:45,361 Founded:1851 Nickname:Golden Gophers Colors:Maroon and Gold President:Robert H. Bruininks Athletic Director:Joel Maturi Joined Big Ten: 1896 (charter member) NORTHWESTERN Location:Evanston, IL Enrollment:18,028 Founded:1851 Nickname:Wildcats Colors:Purple and White President:Henry Bienen Athletic Director:Jim Phillips Joined Big Ten: 1896 (charter member) OHIO STATE Location:Columbus, OH Enrollment:54,989 Founded:1870 Nickname:Buckeyes Colors:Scarlet and Gray President:Gordon Gee Athletic Director:Eugene Smith Joined Big Ten:1912

9 Reach our target in the right ENVIRONMENT PURDUE Location:West Lafayette, IN Enrollment:37,871 Founded:1869 Nickname:Boilermakers Colors:Old Gold and Black President:France Cordova Athletic Director:Morgan Burke Joined Big Ten: 1896 (charter member) WISCONSIN Location:Madison, WI Enrollment:41,219 Founded:1848 Nickname:Badgers Colors:Cardinal and White President:John Wiley Athletic Director:Barry Alvarez Joined Big Ten: 1896 (charter member) PENN STATE Location:University Park, PA Enrollment:40,571 Founded:1855 Nickname: Nittany Lions, Lady Lions Colors:Blue and White President:Graham Spanier Athletic Director:Tim Curley Joined Big Ten:1990

10 Reach our target in the right ENVIRONMENT Location:East Lansing, MI Enrollment:43,159 Founded:1855 Nickname:Spartans Colors:Green and White President:Lou Anna K. Simon Athletic Director:Mark Hollis Joined Big Ten:1949 MICHIGAN STATE UNIVERSITY

11 During our initial contact, the “Swiffer Big 10 Sweep,” will bring the Swiffer Trailer to major campus events taking place in the early fall. Example: Michigan State University’s U-Fest held during welcome week More than 6,000 students attend the U-Fest at the heart of campus- the MSU Union. Event features: - live music - interactive games - prizes - product sampling - giveaways Reach our target in the right ENVIRONMENT Initial Contact

12 Branded trailer Dorm room setting inside of trailer where demos of the Swiffer products will be presented Video of a demo playing on built-in touch screens throughout trailer along with Swiffer commercials Outside photo booth with various background options and the option to take photos with Swiffer promotional models Dating game called “Baby Come Back” - Three doors to choose from - Behind each door is a branded prize: -Frisbee - Aluminum Water bottle - Beach Ball - Drawstring Backpack Swiffer promotional models: - Attractive college-aged male and female - Male models wear white branded Swiffer Polo Styled shirts, white bottoms - Female models wear white branded dress Reach our target in the right ENVIRONMENT Initial Contact

13 Examples of Branded Trailer

14 Second visit to Big 10 Colleges Focus on students where they live and relax -near their residence halls and campus apartments. Open-air tents outside the dorms with two “sample cleaning surfaces Swiffer Roommate Challenge will be a competition between roommates or friends. - who can Swiffer the floor of a sample room the fastest - Participants will be timed Winners of challenge receive 50% off coupon for any Swiffer product and a premium of choice. Reach our target in the right ENVIRONMENT Secondary Contact

15 Reach our target in the right ENVIRONMENT Swiffer Trip Giveaway The Swiffer Trip Giveaway - Drawing for all the participants of the roommate challenge - Swiffer would pay for two round-trip tickets to Miami, FL as well as a stay in a 5-star hotel for 3 nights - The winner of the competition will be announced on the Swiffer Facebook “fan” page. - Trip will take place as soon as student finals end that Spring

16 Reach our target in the right ENVIRONMENT Ongoing Contact Facebook “Become A Fan” Page –Swiffer would create and maintain a “fan” page on Facebook. Students would be drawn to visit the page because they would need to visit it to find their pictures from the Swiffer photo booth. Additionally, they would want to visit the page frequently to see if they won the Swiffer Summer trip Widget applications for Mac & PC users –The Swiffer widgets would update subscribers with fun cleaning tips & tricks daily, occasionally directing them to the website for coupons Swiffer Website –Add an additional College-focused page to the Swiffer website that features a downloadable version of the Swiffer newsletter, desktop wallpapers, dorm room cleaning tips, and other fun downloads aimed at college students.

17 Advertising Initiatives Wallboards in laundry room that give students fun tips and tricks for doing their own laundry, cleaning their rooms, and living on their own. Next to the tips, we would feature a Swiffer print advertisement Wallboards in engineering halls that focus on the “Engineering of Cleaning.” These wallboards would focus on the different, technical “parts” of a Swiffer product. They would then focus on the fact that it takes a lot of knowledge to engineer a Swiffer product, but hardly any to pick one up and use it Wallboards similar in tone and style would be featured in different halls on campus, focusing on the majors of the students who are most often in that building

18 Why the “Swiffer Big 10 Sweep” and successful Promotion Big 10 Universities are well-known and heavy populated We will reach a large crowd of students aged 18-24, male and female

19 Thank you! Big Mitten Media


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