The document outlines a comprehensive marketing strategy using various strategic tools and frameworks, such as GOST and the hierarchy-of-effects model, to translate strategies into measurable plans. It emphasizes the importance of tactics across digital and traditional channels to influence consumer motives, emotions, and knowledge, aiming to increase sales of SC Johnson products. A case study on 'Right @ Home' illustrates practical applications of these strategies and the necessity of developing a scorecard for measuring success.

1. R/GA Audition “The proof of the pudding is in the eating.”

2. AgendaStrategic tools Translating strategy into a measurement planCase study

3. Strategic Tools

4. Porter’s 5 forces

5. The Delta Model System Lock-inBest ProductTotal Customer Solutions

6. System Dynamics

7. GOST FrameworkGoals/ Objectives Strategic Initiatives TacticsTactic #1Strategic Initiative #1 Tactic #2Primary Objective Tactic #1Strategic Initiative #2 Tactic #2Secondary Objective Tactic #1Strategic Initiative #3 Tactic #2

8. Across Market Verticals Hierarchy-of-Effects Model Digital Tactics Website: Corporate and Third Party Direct Response: Display, Search, E-mail, CouponsTargeting: display, E-mail, Search Word of Mouth: Social Messaging Traditional Tactics SalespersonWord of Mouth In Store Display DR TelevisionAdvertisement: Print - Catalogue, Coupon Direct Mail Purchase Conative- the realm of motives. Ads stimulate or direct desires .Conviction Digital Tactics Websites: Corporate and Third Party Display & SearchStreaming MediaEvent: WebinarePublic Relations:Product ReviewWord of Mouth:Social Messaging Traditional Tactics Word of MouthPrint:MagazinePublic Relations: Product Reviews, Events, SponsorshipNewslettersPreference Affective- The realm of emotions. Ads change attitudes and feelings. Liking Digital Tactics Display & SearchWebsite:Corporate and Third Party E-mailTraditional Tactics Advertisement:Television, Radio, Print - Magazine and NewspaperOutdoorDirect mail Knowledge Cognitive- the realm of thoughts Ads provide information and facts Awareness

9. Translating Strategy into a Measurement Plan

10. GOST FrameworkMarketing planGoals/ Objectives Strategic Initiatives TacticsTactic #1Strategic Initiative #1 Tactic #2Primary Objective Tactic #1Strategic Initiative #2 Tactic #2Secondary Objective Tactic #1Strategic Initiative #3 Tactic #2

11. Across Market Verticals Hierarchy-of-Effects Model Digital Tactics Website: Corporate and Third Party Direct Response: Display, Search, E-mail, CouponsTargeting: display, E-mail, Search Word of Mouth: Social Messaging Traditional Tactics SalespersonWord of Mouth In Store Display DR TelevisionAdvertisement: Print - Catalogue, Coupon Direct Mail Purchase Conative- the realm of motives. Ads stimulate or direct desires .Conviction Digital Tactics Websites: Corporate and Third Party Display & SearchStreaming MediaEvent: WebinarePublic Relations:Product ReviewWord of Mouth:Social Messaging Traditional Tactics Word of MouthPrint:MagazinePublic Relations: Product Reviews, Events, SponsorshipNewslettersPreference Affective- The realm of emotions. Ads change attitudes and feelings. Liking Digital Tactics Display & SearchWebsite:Corporate and Third Party E-mailTraditional Tactics Advertisement:Television, Radio, Print - Magazine and NewspaperOutdoorDirect mail Knowledge Cognitive- the realm of thoughts Ads provide information and facts Awareness

12. Case Study - Right @ Home

13. GOST FrameworkGoals/ Objectives Strategic Initiatives TacticsMemberships Primary Objective: Increase sales of SCJohnson products.Right @ Home Trusted Content CouponsEtc…

14. Consumer Package Goods / Food Hierarchy-of-Effects Model Digital Tactics Website:Third Party - CouponsDirect Response:Display, Search, E-mailTargeting:Display, E-mail, Search Traditional Tactics Word of Mouth In Store:Display , Coupons Advertising:DR Television,Print - Catalogue, Coupon Direct Mail Purchase Conative- the realm of motives. Ads stimulate or direct desires .Conviction Digital Tactics Website:Third Party - Recipes Display & SearchStreaming Media:How to Event:Webinare - How to Public Relations:Product ReviewTraditional Tactics Word of MouthAdvertisement:Print- Magazine, Newspaper Direct Mail, CouponsPublic Relations:Product ReviewPreference Affective- the realm of emotions. Ads change attitudes and feelings. Liking Digital Tactics Website:CorporateWebsite:Third Party –Recipes E-mailTraditional Tactics Advertisement:Television ,Print - Magazine and Newspaper Knowledge Cognitive- the realm of thoughts Ads provide information and facts Awareness

15. Example Scorecard

16. Example Scorecard cont.

17. Example Scorecard cont.

18. Summary Use strategic tools to develop a marketing plan Define tactics that span multiple channels Apply a process models to tactics to measure effectiveness Develop a scorecard to measure success

19. Questions?