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Nestlé Purina Campaign
1. SDSG advertising
Nestle Purina Sustainability Campaign
Capri Demus
Michael Gilmartin
Kiara Smith
Jenna Smith
Brittany Smith
Michael Stasik
2. Table of Contents
Executive Summary -------------------------------------------------------------------------------- 3
Introduction -------------------------------------------------------------------------------- 4
Situation Analysis ----------------------------------------------------------------------------- 5-9
Company Analaysis -------------------------------------------------------------------------------- 6
Sustainability Trends -------------------------------------------------------------------------------- 7
Research Analaysis -------------------------------------------------------------------------------- 8
Secondary Research -------------------------------------------------------------------------------- 9
S. W. O. T. Analysis -------------------------------------------------------------------------------- 10
Problems and Opportunities ------------------------------------------------------------------------ 11
Target Market Profile -------------------------------------------------------------------------------- 13 - 14
Objectives -------------------------------------------------------------------------------- 15
Marketing Communication Strategy --------------------------------------------------------- 16 - 49
Key Selling Point -------------------------------------------------------------------------------- 17
Advertising Strategy ------------------------------------------------------------------------- 18 - 19
Logo Invention -------------------------------------------------------------------------------- 20
Traditional Advertising -------------------------------------------------------------------------- 21 - 34
Non-Traditional Advertising ----------------------------------------------------------------- 35 - 38
Partnerships & Sales Promotion ------------------------------------------------------------------ 39
Public Relations -------------------------------------------------------------------------------- 40 - 42
Direct Marketing -------------------------------------------------------------------------------- 43 - 44
Event Marketing -------------------------------------------------------------------------------- 45 - 47
Media Strategy -------------------------------------------------------------------------------- 48 - 49
Media Calendar -------------------------------------------------------------------------------- 50 - 51
Budget Breakdown -------------------------------------------------------------------------------- 52 - 54
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Your Pet. Our Earth. Purina’s Passion
3. Executive Summary
The objectives provided by Purina directed us to develop an integrated marketing
communications plan targeting individuals who are loyal Purina consumers, and also new
consumers. This new supplementary campaign will attempt to promote Purina as the first
petcare company to become environmentally friendly. Emphasis is placed on creating
media that will focus on creating awareness of the relation between Purina and recycling
wet pet food cans. The budget for this campaign is $6 million.
Research
To ensure that the campaign resonates with our target market, SDSG Advertising
collected extensive primary research. SDSG conducted a survey that solicited the opinions
of approximately 190 individuals throughout the United States in order to understand their
thoughts of recycling, current recycling habits, and motivational incentives. Of the 190
surveyed, 59% were male, leaving 41% female.
Strategy
SDSG Advertising proposes the “Your Pet. Our Earth. Purina’s Passion.” campaign that
highlights the relation between Purina and recycling wet pet food cans while presenting
the messages in a creative form that will identify with our target audience. The strategy
utilizes multiple touch points to reach three segments of target audience in an effective and
efficient manner.
Touchpoints
Television, magazine advertisements, and in-store promotions will be the first wave of
media used for creating the awareness between Purina and recycling wet pet food cans.
The use of social media and billboards will promote events designed during specific weeks
throughout the year that relate to the environment and sustainability. Various promotional
items such as a conventional recycling container and reusable tote bag will be given away
to promote recycling.
Media
The recommended media strategy reflects the media consumption of our target market.
It emphasizes traditional media for image building and reach, while non-traditional media
to build frequency and target specific segments of their audience. The campaign will be
evaluated at different stages to gauge its effectiveness. And corrective actions will be taken
if necessary. SDSG has developed this campaign around a pulsing media schedule, which
will have heavy frequency during our concert months.
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Your Pet. Our Earth. Purina’s Passion
4. Introduction
With the merging of Friskies PetCare Company and Ralston Purina Company in December
2001, Nestlé Purina Pet care secured itself among the top leaders in the pet products industry.
Nestlé Purina has been dedicated to improving the lives of cats and dogs with the quality of
their products for 75 years. This campaign is notably different because Purina is the first pet
food company to contribute to the environment; that is, combating the laziness of today’s
society in acknowledging the importance of recycling their goods.
Although Nestlé Purina has taken a step forward to play their part in ‘going green,’ the
problem of apparent unimportance and lack of concern with recycling amongst today’s
society persists. In fact, affordability and time constraints are among the major issues with
today’s generation.
This issue calls for the development of a creative campaign, which will reestablish Purina’s
current position concerning sustainability efforts, while employing a design that both stays
true to the company’s style, while informing consumers of the importance and benefits of
recycling. The expectation is that Purina will be recognized for their contribution to improving
the environment and facilitate consumers’ participation in the green movement.
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Your Pet. Our Earth. Purina’s Passion
6. Company Analysis
Headquartered in St. Louis, Missouri, Nestle Purina PetCare Company is one division of
many under the Nestle Corporation. William H. Danforth founded Purina back in 1984 when
the company produced feed for farm animals under the name Purina Mills.
For more than 75 years, Purina has had the ability to extend its line of pet food products into
25 different successful brands. Purina has made it a priority to focus on providing consumers
with nutritious pet food products to insure the longevity of cats and dogs. Purina stands by
the phrase, “a healthy pet makes for a happier home”(Purina.com).
In 2001 Ralston Purina Company merged with Friskies PetCare Company subsidiary
changing its name to Nestlé Purina PetCare Company. While the name has changed, its
fundamental principles have remained the same. Proud of their heritage, Purina continues
to explore new trends and ideas that aspire to define the future of the pet care industry. As
the company evolves, its challenge is to lead with new, innovative approaches, increasing
the wellbeing of consumers’ lives, as well as the lives of cats and dogs.
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Your Pet. Our Earth. Purina’s Passion
7. Sustainability Trends
In Purina’s new movement on practicing sustainability, competitors are not a threat,
because similar petcare companies have not yet made an effort in pushing the importance
of recycling.
According to many psychologists, recycling lies in the mind of the consumer. A study
carried out in Somerset County, New Jersey found that those who were confident about
their knowledge of how and what to recycle were significantly more likely to recycle than
were those with less confidence, even among those who had a strong conservation ethic,
according to Simmons, & Widmar (1990). This means that the over all objective is to make the
consumer aware of recycling and what can be done to help out.
Pepsi Cola, a company that has put forth the practice of recycling has had much
success in this with their campaign, “Performance with a Purpose.” This campaign strives
to leave a positive change on society, while still practicing successful business practices.
They have redesigned their logo to incorporate the cyclical symbol of recycling. Pepsi has
also focused on making their products more environmentally friendly, with the use of higher
recyclable goods in their packaging.
IPhone has created a green application that will help to inform consumers about the
environmental impact a product has on the world. The Good Guide application scans
barcodes of grocery store items and gives a rating about the overall environment impact.
This application educates the consumer about this specific product and hopefully changes
their mindset about what they want to purcase.
If this campaign is to be successful, reinforcement will be the best technique to use.
Longevity will also need to be taken into account. Consumers want to believe that Nestlé
Purina actually cares about recycling too.
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Your Pet. Our Earth. Purina’s Passion
8. Research Analysis
Recycling Attitudes
Conclusions from our primary research indicated that individuals find recycling important
and are willing to recycling even if it does not require extra effort, however they also stated
they do not recycle all recyclable items. The majority of our respondents stated they are
motivated to recycle because it is beneficial to the environment and recycle outside of their
home. 46% said they recycle wherever a recycling bin is available while 13% said they do not
recycle outside of their home.
Even though the vast majority of our respondents that were surveyed confirmed they do in
fact recycle, they also stated that free recycling bins, convenient recycling locations, and
promotional giveaways would motivate them to recycle more and make it easier for them
to do so. Results were even across the board when asked why they do not recycle. 22%
said they are not aware of what to recycle, while 25% said they have no space to store a
recycling container or bag.
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Your Pet. Our Earth. Purina’s Passion
9. Secondary Research
Recycling is an important topic to many individuals, and essential in order to better our
environment; therefore, we needed to find out how to effectively reach our target audience.
It was apparent the traditional media sources and other online sources are effective in
communicating the importance of recycling, however providing unique, out of the box
promotional items help get the message across as well. SDSG researched many websites and
blogs to help us determine and understand the attitudes individuals have towards recycling.
Our secondary research provided by these online outlets indicated, many individuals find
recycling to be confusing, ineffective, and expensive. We also found that the main reasons
individuals do not recycle is because they are uneducated about how to recycle, where to
recycle, and what to recycle.
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Your Pet. Our Earth. Purina’s Passion
11. S.W.O.T. Analysis
Strengths
• Creates new demand to better the environment
• Lowers global warming
• Economically friendly
• Reduces waste for landfills
Weaknesses
• Difficult to advertise sustainability to uneducated individuals
• Many individuals may be reluctant to participate in Purina’s sustainability efforts
• Some individuals are not aware of the impact of their contributions
• Current economic situation is poor
Opportunities
• Establish partnerships with non-for-profit green organizations
• Reduce Purina’s carbon footprint by building brand equity in sustainability
• Promote Purina as an environmentally conscious organization
• Existing recyclers can serve as influencers of sustainability
Threats
• People are uneducated and unenthusiastic about recycling
• Many individuals have a negative attitude about trying new things
• Some individuals are lazy and may not see the importance in recycling
• Many people may not want to buy a higher priced product in order to practice sustainability
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Your Pet. Our Earth. Purina’s Passion
12. Problems and Opportunities
Problem:
Many consumers are unaware and uneducated about the imporance of sustainability.
Opportunity:
Our campaign uses the use of traditional and non-traditional media to establish a relationship
between Purina and recycling cans to promote Purina as a sustainable petcare company among
our target audience.
Problem:
Consumers are hedonistic idealists. Individuals have a tendency to want the most popular items
which will only benefit themselves and not the environment.
Opportunity:
Our campaign shows that Purina has the ability to take a strong leadership role in achieving consumer
behavior change.
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14. Target Market Profile
Based on our primary research, secondary research and MRI data, the primary target audience
is men and women ages of 25-54. From the primary research it could be determined that these
are postgraduates who work in sales and office occupations. These individuals have an income of
$75,000-$150,000 and live in the South. The primary target audience falls under the “Achievers” in
the VALS framework model. These are the individuals who are self confident, attracted to premium
products, average TV watchers, and is environmentally conscious.
The secondary target audience is men and women ages 18-49, who have graduated high school
and have other forms of employment. These individuals have an income of $30,000 to $40,000 and live
in the Midwest. The secondary target audience falls under the “Experiencers” in the VALS framework
model. These are the individuals who buy on impulse, follow fads, spend money on socializing and
are susceptible to advertising.
Based on MRI data the tertiary target audience is men and women 50 plus. These are the
individuals who are near retirement, have a disposable income, and are empty nesters. In the VALS
framework model these individuals fall under “Thinkers.” This can be described as the ones who have
little interest in image and prestige, read often, knowledgeable, and are an above average home
product purchasers.
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Your Pet. Our Earth. Purina’s Passion
15. Objectives
Marketing Objectives:
1. Establish Purina as a leader in sustainability efforts.
2. Encourage pet food can recycling.
3. Generate financial resources and partnerships for Purina.
4. Become the first major pet care company to encourage the recycling of pet food cans.
5. To increase share of wet pet food can market.
Advertising Objectives:
1. Create a positive belief in sustainability resulting in a call to action.
2. Create awareness that all Purina wet pet food cans are recyclable.
3. Communicate the benefits of recycling.
4. Encourage pet food can recycling as part of a sustainable lifestyle.
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Your Pet. Our Earth. Purina’s Passion
18. Advertising Strategy
Purina’s current core equities consists of providing a variety of healthy pet food and advice to aid
pet owners in enriching the lives of their pets’. With this campaign, we will be adding the practice of
sustainability to these core equities.
SDSG will maintain Purina’s brand image with a target market based off of MRI data that pin
points the top wet pet food can consumers. Secondary research suggests it is easier to hold on
to the existing consumers than to acquire new ones. Therefore, we have focused primarily on the
existing consumers, however our campaign has the ability to obtain new consumers with the addition
of sustainable practices. SDSG will position Purina’s sustainability efforts as top-of-mind awareness.
When consumers think of the Purina brand, they will immediately think of a quality product produced
by an environmentally conscious and caring company.
SDSG’s creative objectives are to motivate and educate Purina consumers on recycling in the
hopes that they join the movement toward practicing sustainability. Through primary research it
was found that many individuals are uneducated and unaware of sustainability practices. In order
to combat this, SDSG has created a campaign, which not only focuses on Purina’s passion for the
healthy lives of dogs and cats but also focuses on becoming environmentally friendly.
SDSG has incorporated Purina’s current slogan, “Your Pet, Our Passion” with the notion of promoting
sustainability; forming the new tagline “Your Pet. Our Earth. Purina’s Passion.” This tagline will help
create awareness of the relationship Purina has with recycling cans. This tagline will be see on every
advertisement which will feature a clean white background and an image, which will attempt to
represent the meaning behind our tagline.
The goal is to create an emotional reaction from our target audiences, which will encourage
new consumers to begin purchasing and recycle Purina products, while attempting to educate
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19. Advertising Strategy
existing consumers of Purina’s new movement in practicing sustainabilty and the imporatnce of
recycling. The strategy that we have chosen is brand image, it is best suited to homogenous goods
where physical differences are difficult to develop or may be quickly matched (Parente, p.166). This
campaign can easily be associated with other pet food brands. By establishing Purina as the first
company it will help position Purina at top-of-mind awareness. We will be relying on a resonance
approach, where fond or positive memories or feelings are associated with the brand. Our donations
of recycling proceeds and promotional concerts will reinforce this approach.
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Your Pet. Our Earth. Purina’s Passion
20. Logo Invention
Recycling Logo
This recycling logo will be used specifically for Purina’s wet pet food cans. It is similar to the
reconizable three arrowed recycling symbol many companies use to encourage recycling. However,
this logo is unique in it’s design and incorporates a paw print to symbolize the relationship between
Purina, a pet care company, and recycling cans. Instead of printing this logo directly onto the wet
pet food cans, this logo will be displayed in the form of a sticker on the front of the can, similarly
where a company would promote a “new’ product. This logo will also be present in each creative
tactic. The purpose of creating a logo specifically for Purina will establish brand recognition with
Purina and their relationship to recycling cans.
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21. Traditional Advertising
Continuous Billboards
These billboards will consist of promoting the new tagline. Each billboard will represent a part of
the tagline and will seperately be displayed in order of the saying. Each billboard will incorporate
the new recycling logo along with Purina’s logo. The first billboard, which will say, “Your Pet” displays
two seperate hands holding both a dog and a cat, in order to create the relationship between an
owner and their pet. The second billboard, which will say, “Our Earth” displays a set of hands holding
an Earth, in order to symbolize how fragile our Earth is, and the importance of becoming apart of
something that will benefit the Earth. The third and last billboard, which will say, “Purina’s Passion”
displays a set of hands holding the new Purina recycling logo. This will symbolize Purina’s passion in
not only being apart of practicing sustainability but also lending a helping hand by becoming a part
of improving the environment.
Extended Billboard
This billboard will attempt to create the relationship between Purina and recycling cans. It will
incorporate Purina’s new recycling logo along with the existing logo and tagline. The image will
consist of a dog pushing over a trash can full of Purina wet pet canned food products. The products
appear to be spilling out of the trash can, off of the billboard, and into a recycling bin that will be
positioned beneath the billboard to symbolize that Purinas cans are in fact recyclable.
Bus Stop Sign
This bus stop sign will promote concerts that will be held during Earth Week and National Recycling
week. Each sign will display an image of the artist, one John Legend and one Sarah McLachlan.
It will incorporate Purina’s company and recycling logo along with the tagline. It will state the
event, place, time, and date of the concert, along with a picture of the artist. It will also encourage
individuals to bring their pets and cans.
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29. Traditional Advertising
Television Spot
This television commercial will consist of a story line that will create a relationship between Purina
and recycling cans. It can be used for either a dog or a cat. It will show an owner feeding their
pet and throwing away a Purina wet pet food can in the trash. The animal reconizes the action
and knocks over the trash can, then symbols to the owner to put the can into the recycling bin. The
commercial will end with the Purina company and recycling logo along with the tagline informing
individuals to purchase Purina cans at their local PetSmart or Petco and to recycle.
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30.
31. Traditional Advertising
Magazine Advertisement
These magazine advertisements will promote concerts performed by John Legend and Sarah
McLachlan. Each advertisement will incorporate Purina’s company and recycling logo along with
the tagline. It will state the name of the event, location, and time of the concerts. An image of
each artist along with a dog and cat will be displayed. It will tell individuals that the concerts are pet
friendly and to bring their cans to be recycled.
A more generic magazine advertisement will also incorporate Purina’s company and recycling
logo along with the tagline. It will be similar to the extended billboard in the sense of displaying the
dog pushing over the trash can full of Purina wet pet food canned products. The ad will encourage
consumers to recycle cans and to visit their local Petco or PetSmart to purchase Purina products.
It also informs consumers of the profits made from consumers using the in-store recycling vending
machines, will be donated to The American Society for the Prevention of Cruelty to Animals.
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32.
33.
34.
35. Non-Traditional Advertising
Vending Machine
This vending machine is designed to encourage individuals to recycle. It will incorporate a touch
screen monitor that will allow consumers to interact with. It will display current Purina commercials
along with an informative display on instructions about how to use the machine. The monitor will
then promt the consumer to create a log in and password or simply sign in if they have already
done so. They will then select from a menu which cans they are recycling. This system was created
in order to keep track of how many times each individual recycles a Purina product and to inform
Purina of which products are purchased most often. The vending machine will incorporate Purina’s
company and recycling logo along with a dog and cat, and Purina wet pet food canned products.
It has a clean, environmentally friendly design.
Promotion
By using this machine, individual have the ability to win a free recycling container. Our research
showed that individuals are unaware of where to recycle and do not have space to recycle. A
device called the “Ovetto Egg,” is a modern sleek design that holds three different compartments.
This is designed for small spaces as it is compact and provides an organizational way for individuals
to recycle their items.
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36.
37. Online Advertising
Twitter
The use of social networking is growing at a rapid pace. In order to keep up with what is popular
amongst the consumers SDSG decided to incorporate Twitter into the campaign. Twitter is a social
networking site that enables its users to send and read messages and exchange information referred
to as “tweets” by “following” people. PurinaGreen, an actual twitter account, was set up in hopes
of informing Purina consumers on the efforts in promoting sustainability. Recycling facts, upcoming
events, live feed from Purina website and live web streaming will be “tweeted.” The recycling facts will
inform the individuals on ways to become environmentally friendly. Tweeting the upcoming events
and the live web streaming will help to draw more people out to the events. Live web streaming
allows for those individuals who are not able to attend the events to view everything that takes
place. The use of Twitter is also a good way to gain feedback from the consumers about products,
events and recent Purina news. Twitter broadens the reach to a wider community, which creates an
awareness for sustainability and Purina.
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38.
39. Partnerships/Sales Promotion
Objectives
1. Offer incentives for recycling- Altruistic Motivation (People tend to respond better when there is
some sort of reward for their action).
2. Generate brand equity through partnerships with ASPCA, and National Recycling week (When
people think Purina, we want them to think eco-friendly).
Promotional Partnerships
Purina is pairing up with the ASPCA and National Recycling week to promote sustainable efforts.
These newfound partnerships will benefit all parties. For instance, Purina will build brand equity by
pairing with these two well-known eco-friendly organizations. The ASPCA is a well-known organization
that is known to help the welfare of animals. By pairing with Purina, National Recycling week and
The ASPCA will benefit because Purina is such a force in the pet food industry. By pairing with these
two organizations, Purina will not only promote sustainability efforts, it may even have the capability
to increase sales. For instance, if there are several brands on a shelf but one brand donates to a
specific charity or to a good cause, chances are if the prices are relatively the same the consumer
will choose the product that benefits mankind due to moral obligation.
Altruistic Motivation
People are generally lazy and need motivation to do things. For every 3,000 cans recycled through
our “one can at a time program.” Purina will donate 100 dollars to the ASPCA. The idea is inform
consumers that animals will be helped due to their donation.
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40. Public Relations
Getting special events information to the public will take more than magazine advertisements,
television commercials, and billboards. That is why SDSG has decided to design press releases for
each event.
The events are as follows:
• “My City Recycle’s More Then Your City!” (weeklong tour during National Recycling Week).
• “Earth Week Celebration” (three-day tour during Earth Week).
A press release has been created for the partnership with ASPCA as well. This partnership will call
for those who would like to adopt a pet to go through ASPCA. In return customers will get a free
month’s supply of Purina wet pet can food. The proceeding pages will be the press releases for the
events/partnership.
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41. Press Release
Press Release
For Immediate Release
April 2, 2011
Contact: PURINA Advertising
Phone: 1-800-7PURINA
Purina presents the three-day event “Earth Week Celebration.” The event will be held during three
days of Earth Week April 16, 19, and 22 of 2011 in the following cities: Los Angeles, California, Chicago,
Illinois, and New York City.
During this time eco-friendly soul-singer John Legend will perform April 16 in Los Angeles, California at
Griffith Park, April 19 in Chicago, Illionis at Millennium Park and April 22 in New York City, New York at
Central Park starting at 5 p.m.
All participants are asked to bring in as many steel cans as possible; this will be there entrance fee.
There will be booths provided with information on how to recycle, what to recycle, how to continue
recycling, where to recycle, and what items to get to recycle.
The first 100 people to enter the event will receive a free recycling tote to make their recycling
responsibilities easier.
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Your Pet. Our Earth. Purina’s Passion
42. Press Release
Press Release
For Immediate Release
May 6, 2011
Contact: PURINA Advertising
Phone: 1-800-7PURINA
PURINA presents the “MY CITY RECYCLE’S MORE THEN YOUR CITY!” weeklong tour. PURINA is
partnering with National Recycling Week’s team during national recycling week November 8-15,
2011 to promote awareness of sustainability.
PURINA and the National Recycling team wants to bring awareness to recycling and get the
communities involved. The tour will stop in the following cities below and call for each member of
the community to bring in recyclable steel cans. The city that brings in the most recyclable items will
be given the title of the best recycling city!
They will travel to the following cities: Atlanta, Georgia at Centennial Olympic Park the 8th, Los
Angeles, California at Griffith Park the 9th, Dallas, Texas at Addison Circle Park the 11th, Chicago,
Illinois at Millennium Park the 12th. Each city will compete for who recycled the most items during the
event.
The first 100 people to enter during the visit to Atlanta and Texas will get a free recycling tote.
Each person that decides to embrace on this project will each bring in their recyclable steel cans
and insert them into a machine, which will be their entrance fee. The event will be pet friendly and
will provide activities as well as dog training lessons.
ASPCA (The American Society of the Prevention of Cruelty to Animals) will be at the event passing
out information to those who would like to adopt a pet. Those who do will receive a month long
supply of wet can pet food courtesy of Purina.
National Recycling Week’s team will provide recycling informed members to educate the people
on how to recycle, what to recycle, how to continue recycling, where to recycle, and what items to
get to recycle.
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43. Direct Marketing
Direct Marketing Strategy
To make things easier for consumers the program “One Can at a Time” was created. 224 Can
compactors will be strategically placed 224 in high traffic PETCO and PetSmart stores. The compactors
will be placed in the front of the stores for easy drop off access. These compactors will offer a place
for consumers to drop off their empty pet food cans. The compactors have a maximum capacity of
3,000 cans, once at full capacity; Purina will donate 100 dollars to the ASPCA to show appreciation
for the donations.
• Each customer will receive a unique username and password upon signing up at the machine, or
they will have the option to create a username and password on the Purina website.
• Each time the consumer makes a donation (recycles) using their specific username and password
they will receive a point per can.
• Purina will have the capability to track sales based on each unique username. This in turn can
increase revenue by weeding out products that are not selling.
Passion Reward System
• Each person who signs up and makes at least one donation will be entered into a raffle that will
take place every three months for a free pet grooming. (Depending on the success of the consumer
response, give-a-ways may be increased).
• 25 points = $1.00 off coupon (based on primary research, an average pet owner only goes through
5 cans per month)
• *50 points = Reusable tote bag
* After the customer reaches the maximum 50 points and receives their tote bag they will be
considered an “elite” member. Elite members will receive emails with all the latest promotions and
coupons to show our appreciation.
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44. Direct Marketing
Concerts
To show appreciation, Purina and ASPCA will be sponsor five free concerts specifically geared
towards building a sustainable lifestyle. People will be encouraged to bring cans to be recycled.
Not only will these concerts be fun, they will also help bring people together for a good cause and
bring awareness to such an important issue. The concerts will feature musical artists such as Sarah
McLachlan, and John Legend. The first 100 people in attendance will receive a free Purina tote
bag.
Purina Tour Dates and Locations
• John Legend: Chicago (Earth Day 4/22/2011), San Francisco, New York
• Sara McLachlan: Atlanta and Dallas
Advertising Tactics
Print Advertising - According to the Retail Advertising and Marketing Association, 47.2 percent of all
shoppers are most likely to start an online search after viewing a magazine ad. People remember
effective print ads. Another great feature of print ads is that it has longevity.
Magazines Advertising:
• Parade
• Metro
• AARP
• Readers digest
• Better homes and gardens
• Good housekeeping
MRI Survey of the American Consumer:
1. Magazines: 61%
2. In-store: 58%
3. TV: 55%
4. Newspaper: 53%
5. Radio: 44%
6. Free samples: 39% 44
7. E-mail: 26%
Your Pet. Our Earth. Purina’s Passion
45. Event Marketing
“My City Recycles More Then Your City!”
This is weeklong tour that will run during National Recycling Week in the month of November
from the 8-15 of 2011. This tour was created in attempt to combat the many reasons individuals
do not recycle. Research showed that the majority of the reasons why individuals are hesitant to
recycle are because it is time consuming, inconvenient, and confusing. Individuals are also lazy
and uneducated about the proper way to recycle and of the long term benefits recycling can
have on the environment. Each city will advertise through magazine and bus sign advertisements
encouraging individuals to bring cans to the concert. This is how the winning city will be determined.
The city that brings in the most cans will be given the title of the top-recycling city.
The first 100 people to enter the park will receive a free reusable tote bag that will incorporate
Purina’s recycling and company logo along with the tagline. Supplying individuals with a reusable
tote bag that incorporates both logos will encourage and remind individuals to recycle.
The tour will be held during two separate weeks throughout the year, Earth Week and National
Recycling Week. The first part of the tour will be in the following cities at a John Legend concert
during Earth Week, April 16 – 22, 2011:
· Los Angeles, California – Griffith Park – April 16, 2011
· Chicago, Illinois – Millennium Park – April 19, 2011
· New York City, New York – Central Park – April 22, 2011
The second part of the tour will be in the following cities at a Sarah McLachlan concert during
National Recycling Week, November 8 – 11, 2011:
· Atlanta, Georgia – Centennial Olympic Park – November 8, 2011
· Dallas, Texas – Addison Circle Park – November 11, 2011
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46. Event Marketing
During visits to Atlanta, Georgia and Dallas, Texas, animal rights spokeswomen of The American
Society for the Prevention of Cruelty to Animals (ASPCA) Sarah McLachlan will perform for the
community. She will also present a speech on the importance of helping the lives of defenseless
animals.
This tour will be animal friendly. Many activities will be offered for owners and their pets. “Find
the Treat” is an activity in which dogs will have to search for hidden biscuits or chew toys. There will
be an animal showcase in which every animal owner can bring their pet on stage and showcase
their talents.
Frisbee throwing will be available for the dogs to partake in to have the pets and owners interact
in a physical activity. Skateboarding lessons will be held for the dogs that live on the wild side. Dog
training lessons will be given to anyone who believes their dog needs some obedience lessons, for
free!
“Cat and Mouse,” is an activity for cats that will consist of following a remote controlled mechanical
mouse that is operated by the owner and then hid for the cat to find. A yarn game will be available
for the cats in which there will be a trail of yarn the cat will follow. The owner holding the yarn will pull
the yarn causing the cat to follow. The goal is for the cat to reach the end of the ball of yarn where
a treat will be available at the end.
“Bird Watching” is another activity for cats that consists a stuffed bird the owner will dangle over
the cat’s head. The cat that attempts jump and reach the bird first will receive a ball of yarn as a
prize.
“Earth Week Celebration” is the first week of events and concert performed by soul-singer and
songwriter John Legend and will be held during three days of Earth Week, April 16, 19, and 22 of
2011. It will be held in the following cities: April 16 in Los Angeles, California at Griffith Park, April 19
in Chicago, Illinois at Millennium Park, and April 22 in New York City, New York at Central Park. John
Legend has performed in many tours using equipment that is environmentally friendly.
Earth Week’s green team provide recycling pamphlets to inform and educate individuals on how
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Your Pet. Our Earth. Purina’s Passion
47. Event Marketing
to recycle, what to recycle, how to continue recycling, where to recycle, and what resources to use
to recycle. Not only will individuals have the benefit of enjoying a free concert but will also leave
with more knowledge and awareness of recycling.
“National Recycling Week” is the second week of events and concert performed by Sarah
McLachlan, which will be sponsored by the ASPCA. The National Recycling Week team will also
provide recycling pamphlets to inform and educate individuals on how to recycle, what to recycle,
how to continue recycling, where to recycle, and what resources to use to recycle. Information will
also be provided to those who are interested in adopting a pet. Those who do so will receive a free
month’s long supply of wet can pet food courtesy of Purina.
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Your Pet. Our Earth. Purina’s Passion
48. Media Strategy
Objectives
1. Increase awareness of sustainability.
2. Reach 60% of target audience with a frequency of 4 times per month.
3. Use mass media such as television, magazines, and outdoor advertising to promote recycling.
4. Use social media to provide an outlet for consumer response
5. Implement Pulsating schedule that peaks during concert months.
Plan
SDSG will concentrate its campaign in 20 states, which have progressively shown the recycling
mindset. Since this is the first time Purina is attempting a campaign of this sort, we don’t want to
be overzealous and make a bad campaign with poor turn out. In store collection spots as well
as magazine advertisements, and billboards will be heavily focused in these 20 states. SDSG has
created a Television commercial to be played nationally, which will promote recycling of their wet
food cans.
Strategy
Traditional advertising will be heavily used in this campaign. The message will be continuously
placed on strategic billboards in select cities. A magazine advertisement will be placed in Parade,
Better Homes and Gardens, Metro, Good House Keeping, Readers Digest and AARP. These magazines
advertisements will have a pulsing strategy, with the heavy months being those that offer concerts
within them. A Television commercial will be shown nationally on Discovery Channel, The Weather
Channel, TNT, The Animal Channel, and locally on NBC. These will also be on a pulsing strategy, with
the heavy months falling on the same months as the concerts. Our recycling vending machines will
appear in 117 selected PetSmarts, and 107 selected PETCO’s, along with these vending machines
there will be an in store floor decal. The vending machines along with the floor decal will have a
continuous exposure.
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Your Pet. Our Earth. Purina’s Passion
49. Media Strategy
Tactics
In-Store
Vending machines will be placed in PetSmart and PETCO’s in these following cities: Atlanta, GA;
Dallas, TX; Miami, FL; Charleston, SC; Chapel Hill, NC; Montgomery, AL; New Orleans, LA; Little Rock,
AR; Jackson, MS. These cities have high amounts of stores and fall into our primary audience’s region.
The secondary audience will have vending machines placed in the following cities: Chicago, IL; St.
Louis, MO; Indianapolis, IN; Columbus, OH; Lexington, KY; Kansas City, MO; Des Moines, IA; Minneapolis,
MN; Omaha/Lincoln, NE. All these cities offer many pet food stores. All the above-mentioned cities
have shown positive recycling efforts.
Television
A national Television commercial will be shown on Discovery Channel, The Weather Channel,
TNT, The Animal Channel, and locally on NBC during the weekday prime time hours. This decision
was made from research done through MRI data. The target audience shows higher frequency with
these channels then others; it will have a pulsing strategy.
Magazine
A magazine advertisement will be placed in Parade, Better Homes and Gardens, Metro, Good
House Keeping, Readers Digest and AARP. These magazines advertisements will reach all of the
intended targeted audiences at an affordable price; they are also highly read by the audiences
according to MRI data.
Billboards
In total there will be four billboard advertisements shown. The first will feature a dog pushing over
a trashcan filled with recyclable Purina cans. The cans will then appear to fall into a recycling bin
located below the actual billboard. The outdoor advertisement will be seen in the selected cities
listed above. Next there will be a series of continuous billboards split into three, with our tag line
broken up on each of them. The billboards will be featured in the concert cities.
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