The document outlines Elmer's social media strategy to engage consumers and increase sales of their wood glue and adhesive products. It proposes four social media campaigns - Elmer'lidays, Elmer's Family Challenge, Elmer's Relationship Builder, and Time to Bond - focused on strengthening family bonds through DIY projects. The campaigns would utilize Facebook, Twitter, YouTube and potentially a dedicated mobile app. Metrics like engagement, views, shares and contest participation would measure the campaigns' effectiveness in building the brand and influencing product usage. Personnel, platform, video and monitoring costs are estimated to range from free to $15,000 depending on the campaign.

1. Social Media Strategy Capucine Tyrel de Poix, Pauline Munier, Mohammad Adil Khan, Manuj Gaur & Zarik Nabi Presented by:

2. Elmer’s Canada Introduced the first consumer white glue in 1947 Make adhesives, arts and crafts, educational and office products for use at home, school or business Values Creativity, innovation, trust, tradition, performance, success, family, sharing, education, environmental awareness Current marketing Initiatives Print Ads – Cottage life magazine Videos on www.whatsupwebtv.com In-Store Campaigns (“glue it”) at Home Depot Facebook /YouTube /Twitter managed by U.S.

3. Retail Channels for DIY in Hardware Mass Hardware Local chains

4. Competitor Snapshot

5. Strategy and Objectives Brand Clarity Growth Profitability Social Media Objectives Increase Engagement Establish a unique brand position All Purpose Glue Wood Glue Source: Elmer’s company data

6. Understanding the Target Consumer Ranges from cost effectiveness to hobby Family oriented – they are the providers and want the best Sense of fulfillment, accomplishment Need for information about products and design Technology plays a part in their daily life

7. On-line Communities & Cultures Community affiliations are similar to pools where people have strong associations with a shared activity or goal (i.e. successfully completing a DIY project) and loose association with one another. Products fulfill goals and are not part of the main topic of discussion in the communities Popular on-line communities: Doityourself.com Bobvilla.com Instructible.com Helpwithdiy.com renovatorsplace.com/

8. Queries around building for specific projects rather than the products such as glue Product usage (for example “how to…”) Product selection Some fans posted on the Elmer’s Facebook page mentioning how Elmer’s reminded them of their childhood memories Conversations on forums

9. Satisfying Consumer Needs with Glue Sense of pride, achievement, fulfillment and innovation – Self Expression Showing and receiving love and affection towards the family by making/building things that are high quality and safe – Strengthening Relationships Secure two surfaces, A to B safely – Functional benefit

10. PositioningStrategy Hardware Adhesives for DIY Projects A family that stays together forever Quick drying, water resistant, easy to clean up, dries to a translucent white, multi purpose Polyvinyl Acetate (PVA), sandableand paintable, Non-toxic and safe Nostalgia, Security, Love & Belonging, Tradition Build/create for the family Tim Horton’s, BMO, Maple Leaf Foods, Insurance firms, holiday package companies etc. LePage, Gorilla, Weldbond, Amazing Goop Elmer’s Elmer’s Forms stronger bond’s as compared to all other glues Nostalgic Value, Safety, trust Get the job done Evolve Resolve Elmer the bull, his wife Elsie the cow and their 4 children Elmer’s essence, persona, aura: The family Involve

11. Multi purpose Functionality DIY projects for the family Hobbyist, individualistic Highly specialized single purpose Positioning Matrix Activity Type

12. Positioning Statement For individuals who enjoy creating (DIY) projects for family and friends, Elmer's glue has a super strength formula that will keep the bonds together forever.

13. Elmer’lidays Bonding Time Elmer’s Family Challenge Elmer’s Relationship Builder Recommended Social Media Campaigns

14. Elmer’lidays Objective: Increase user engagement during specific holidays by using Elmer’s Glue to reinforce relationships When: Thanksgiving, Christmas, Family Day, Mother’s Day , Father’s Day etc. Campaign Details Elmer will give special DIY ideas through Facebook/Twitter. Users will be able to post pictures/videos of their creations and comment on other posts. The most liked creations will be rewarded with a gift passes from Canada’s wonderland

15. Time to Bond Objective: To establish the brand and influence users by strengthening bonds through engagement at the community level When: Starts end of winter and continues through the summer Campaign Details Elmer will give special DIY tips for fixing the cottage through Facebook and mobile app User can post pictures about specific problems, Elmer’s will provide expert advice Cottage Improvement YouTube video projects featuring DIY experts Users will be able to post pictures/videos of their projects and comment on other posts. Elmer will run a workshops such as ‘Building a patio’ or ‘Fixing your boat’ in communities Local cottage community blogs would be setup so that cottage owners can be updated on all the latest happenings in the area along with information such as hardware stores, outdoor parks etc.

16. Elmer’s Family Challenge Objective: To engage Elmer’s consumer’s and drive sales When: Summer Dad Vs Dad’s - Outdoor home improvement Mom Vs Mom - Indoor home improvement Kids Vs Kids – Crafts Enter the coupon code on the bottle on our Facebook page to receive challenge details and a toolkit Build stuff! The most “Liked” entries would be evaluated by panel of home improvement experts in final round and the winner gets a family holiday All you need is….. some glue and some imagination..!!

17. Elmer’s – Your Relationship Builder Objective: To build brand trust and engage consumers to buildstrong bonds Build things for your loved ones. Decide your skill level, occasion etc + Get links to Elmer’s videos Status updates on projects, share pictures of projects

18. Social Media Costs Personnel Senior strategist - $200 per hour Creative head - $150-200 per hour Community manager - $30-40 per hour or Interns Platform Facebook, Youtube, Twitter, Blogs – Free Facebook App (specific to Elmer) - $1,500 Mobile App - $5,000-15,000 Video creation costs – Free-$5,000 Social Media monitoring costs Free tools Paid monitoring software (e.g. Sysomos) - $1,000-2,000 /month

21. Implementation Timeline SMM Campaign Traditional Campaign

22. Questions? Thank you