2. 2
Kristen Chung
University of North Carolina at Chapel Hill ’17
Majors: Business Administration, Media & Journalism
Minor: Entrepreneurship
Brand Marketing Intern
Rubbermaid Commercial Products
Decorative Refuse, Brand Activation
Manager: Megan Murphy
4. 4
Decorative Refuse:RCP can define and lead market
Background:
HeroBackground Reflection
Increased Future Sale ProjectionsPotential to gain substantial market share
Currently $44M in sales, projected $82M sales by 2018Opportunity of $695M, RCP category leader with 6% share
5. 5
Big Picture Goal:
Double share in Decorative Refuse market by reaching
the commercial designer demographic.
Background:
HeroBackground Reflection
6. 6
Leverage designers to enter
new construction space
Care about aesthetics
Involved in new building projects
Carry influence in decision making
HeroBackground Reflection
Why the segment is important:
Background:
70% of model selection completed prior to construction
8. 8
Targeting design community with dec. refuse
Hero Project:
Publication
Management
Sample Chip
Program
Trade Show
Preparedness
Webpage
Optimization
Hero Project:
LinkedIn Campaign
&
Social Media Analysis
HeroBackground Reflection
9. 9
Commercial Architects & Designers
Directs design and
product choice in
construction projects
Well-educated
professionals with post-
secondary degrees
Reads professional
publications like
Contract, Interior Design
Typically creative and
on-top of latest trends
Many already active
users of social media
and technology
Places strong
emphasis on visuals,
photography, & imagery
HeroBackground Reflection
Hero Project:
10. 10
Newell’s 1st LinkedIn Ad Campaign
Create a LinkedIn campaign targeting architects and designers.
Sponsored InMail
Sponsored Updates
Budget: $25,000
Project Scope:
Develop Copy
Targeting,
campaign strategy
Competitor social
media analysis
HeroBackground Reflection
Hero Project:
11. 11
Worked with stakeholders cross-functionally
Hero Project
PR team CRM team
Some important functions included managing relationships, creating timelines, and maintaining brand standards.
HeroBackground Reflection
12. 12
Formulated copy based on an understanding of the
target and the design space
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Hero Project:
13. 13
Targeted LinkedIn campaign
Hero Project:
HeroBackground Reflection
Campaign Dates: July 27, 2016- October 15, 2016
Recommendations for Campaign
Measurement:
Number of clicks
Cost per click
Email acquisitions
14. 14
Next level: Competitive Social Media analysis
Competitor
presence
Learning curve/
technology barriers
Growth potential
of platform
Communicates
message. Alignment
with campaign goals
and RCP vision.
Cost efficiency in
reaching target &
goals.
Reaches
commercial
architects and
designers.
Hero Project:
Primary Considerations:
Secondary Considerations:
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15. 15
Competitor social media engagement analysis
Hero Project:
HeroBackground Reflection
Size and engagement
Best practices
Examples
18. 18
Deliverable: Social media implementation plan
Hero Project:
HeroBackground Reflection
Presented recommendation to Director, Bob Moffat, and Senior VP, Kristine Sickels.
19. 19
Morpholio allows designers to truly
imagine RCP decorative refuse in
their space with their designs.
Hero Project:
Result: Give target market exposure to RCP
The paid LinkedIn campaign allows for
superior targeting of commercial architects
and designers with RCP content.
HeroBackground Reflection
