This document outlines a direct marketing plan to increase brand awareness and customers for Bennett Compost in Philadelphia. It includes market research on target demographics and psychographics, a value proposition, and objectives to acquire 1400 new customers. Customer journeys are mapped, and three creative offers are proposed: 1) current customers gift the service, 2) ads in The Grid magazine, and 3) ads on housing websites. Communication channels include the website, email, and YouTube. A media mix, SEO strategy, $7,540 budget and break-even analysis are presented. The team aims to increase customers from 1400 to 2000 through this direct marketing campaign.

1. DIRECT MARKETING 3507
BY: JAMIE LUIG, VICTORIA MCGOWAN, ELIJAH MILLS, AND ANITA
NEAS
APRIL 15, 2016

2. Part One
Introduction
Segmentation
Research
Value Proposition
Objectives for Direct Marketing
Part Two
Customer Journey Mapping
Creative Strategy - 3 creative offers with value proposition
Identifies channels used to display offers
Communication Channels and Touchpoints
Media Mix
Part Three
Search Engine Optimization
Budget & Measurements
Breakeven Analysis
Thank You/Questions
AGENDA

3. Introduction
The project is to increase
Bennett Compost’s brand
awareness in and around
Philadelphia while increasing
its customer base from 1400
to 2000.
Our team focused on the
demographic of the Main Line
when we were building a
customer persona.
Our offers will work well to
attract green consumers in
other areas in and around
Philadelphia that fall within
these demographics.

4. Market Segmentation Findings
Demographic
 Adults 25-54
 HHI: $89,990 - $174,511
 Graduated College Plus
 Post Graduate
 Men and Women
Behavior
• Bennett Compost acquires
its customers from either
farmers markets or word of
mouth
 Spring and Summer
Psychographics
Young Digerati
 Wealthy – Deposable Income
 Tech-Savvy
 Fitness & Travel
 Shopping at Bloomingdale’s
 Watches the Independent Film Channel
 Websites
• WSJ.com (wall street journal)
• Hulu.com
• Fandango.com
 Drives an Audi A3
 Likes to Read
• Yoga Magazine
• United Hemispheres
• Kiplinger’s Personal Finance
• The New Yorker
• Mother Earth News
Benefit
• Super green consumers will
seek Bennett Compost’s
services in order to live out
their values
• Clients who live in apartments,
condos, or townhouses would
benefit from this service
because space is limited to
compost their food scraps
• Young urban professionals will
benefit from this service
because they don’t have the
time to compost their food

5. Sources for Research
Super Green Consumers
Articles & Primary Research
Articles
• Marketing to the Green Consumer –US- April
2012
• Marketing to the Green Consumer-US-March
2014
• Trends in Organic Lawn and Garden Products
Primary Interviews
1. On sight interview at Whole Foods in Jenkintown,
Pa.
Women in 40’s with school age children said she
would need more than 10 gallons of compost to pay
for recycling.
2. Man in 40’s gave interview in Warminster, Pa.
He said he would need more than 10 gallons of
compost to sign up for services.
Can purchase a dump truck load of dirt for the amount
he is paying for composting a year.
3. Brandon, 29- phone interview
He’s very interested in composting, but doesn’t have
the space. Also, he would consider paying a
composting service to do the task because it’s the
responsible thing to do for the environment.
Databases
MRI+(Mediamark Research &
Intelligence)
Mintel.com
Nielsen PRIZM
Additional Primary
Research
Kyle, 25, “… [I] want a lower price
point, and locally based buisness
that not only creates eco-friendly
jobs, but also stimulates the local
economy.”
Hayley, 28, “…Looking for a way to
actively contribute to green
initiatives in the Philadelphia area
but dont have the time to commit
to volunteer work.”
Paul, 34, “I really enjoy gardening
but feel unsure about using
Miracle-Gro products due to the
long list of non-organic chemicals”

6. Value Proposition for Green Consumers
The average person throws away 1600
pounds of organic food waste each
year. Our organic waste recycling
service reduces that by half.
The compost that is generated from
our service is turned into valuable, rich
compost that improves many growing
conditions for gardens while improving
the environment by reducing green
house gasses.

7. Objectives for Direct Marketing
• Bennett Compost’s objective is
to increase its customers from
1400 to 2000
• Our team objective is to direct
market to super green
consumers within Bennett
Compost’s targeted market
The Campaign will accomplish
acquisition of new customers,
further reach of brand awareness,
and an increase of potential
customer contact information
through:
• Continuity advertising using
email and google analytics
• Placing ads in the Grid or
request a story on Bennett
Compost
• Informative ads placed on
housing community websites
within target market
• Creation of a YouTube Channel

8. Awareness Consideration Conversion Loyalty Advocacy
Persona
Behaviors
Thoughts &
Emotions
Touchpoint /
Communication
Channel
Message
Research &
find service
make inquiry Sign up
for
service
Start telling
friends, family
and
neighbors
Buy
service as
gifts
Continues to
recommend
service
ACTIONS
We Manufacture Dirt with Your Produce.
The average person throws away 1600 pounds of dirt a year. Composting reduces that by
half.
Customer Journey Mapping Exercise
Customer is
interested in
recycling
organic waste
Worried about
preserving the
environment
Goes online to research
Bennett composting
because of ads, which
builds brand awareness
Will recycling
food scrapes
be expensive?
Goes to Bennett
Compost’s Website
or YouTube
Channel to get
further information
Wondering if
composting
services exist
Calls Bennet
Compost to get
more
information
and face to
face meeting
Did I get my
questions
answered from
employees?
Will recycling
my food
scrapes be
achievable for
me?
Signup for
services
Researches how to
recycle, or sees a
Bennett compost ad
through website,
email, or magazine
and peaks interest
Realizes does
not have the
time or space
I’m helping in
saving the
environment!
Loves the
service and
wants others
to use it
Recommends
services and
gifts the
service to
friends and
family
I’m so happy I
did this!
Google Search & Research
Access Bennett Compost
Website /YouTube, or see
ads
Calls Bennett Compost Face to face meeting Signs up for service/ Weekly
Pick-ups of food scrapes
Emails monthly
bill
Weekly Service
Offers will help convert people who
are just kicking the tire to actual
customers
Further Increases
brand awareness &
customers

9. 1st Offer: Solicit Current Customers to Gift the
Service to Green Friends
and Family (existing customers)
Continuity offers to be sent to
current customers through email
Consideration and Conversion
Send offers on:
Earth Day April 22
Global Warming Day June
National Wildlife Day
September
American Recycling Day
November
Christmas, Hanukkah, Mother
or Father’s Day, Valentines
Day, Etc.

10. 2nd Offer: Whole Foods:
The Grid Magazine (Prospects)
Place Ad or Request Story (free source)
on Bennett Compost
Awareness through Conversion

11. 3rd Offer:
Place Ads on
Housing Community
Websites with
Association Fees
Within Targeted
Market (Prospects)
Awareness through
Conversion

12. Communication Channels and touch points on a customer
journey to get the customer to take action
1) Research – Bennett Compost
appears first when someone
Googles Recycling in
Philadelphia
2) Website, ad in the Grid, or on
housing community website
3) Potential customer calls
Bennett Compost
4) Face to Face meeting with
owner or employee
5) Signs up for service
6) Weekly pick-up of organic
matter
7) Email monthly bill
8) YouTube Channel
9) Gift service to friends and
family (touchpoints start again)

13. Media Mix
Media Budget Goals Projected Results
Print Media
• The Grid Magazine
(prospects)
Quarter page
• Three month contract-
$440/ad
• Increase brand
awareness about the
company
• Further investigate about
company’s services
• Sign up for service
Impressions: 10000(14% of
total readers)
• 30,000 printed editions at 460
location in PA readers
• 2.3 pass rate for a total of
70,000 reader per month
• Conversions: 90(.3% rate)
High-tech
• Email (existing)
• Community Websites
(prospect)
• Piktochart (free version)
• $50 per year per site
Average of 100 units per
development
50 sites
• Contact and connect with
current customers to
acquire new customers
through incentives
• Increase brand
awareness, have leads
contact the company, and
sign up for services.
Impressions:1400 existing
customers
• Conversions: 14 (1% rate)
Impressions: 5000
• Conversion: 50 (1% rate)

14. Search Engine Optimization
Encompasses the actions taken to ensure your website can be found in a search engine's results page (SERP) when searching for
words or phrases relevant to the content on your website.
 SEO to enhance brand awareness of service and products, sell service,
generate leads, and traffic to website
 Edit content on website
 Edit content and keywords
 Blogging
 AdWords- Google uses the following metrics
 Cost per click
 Quality score
 Click-through rate

15. Budget and Measurements- $7,540
 Print Media - Total $1,320
 $ 440 per month for three months
 High-tech Media- $2,500
 Email- free
 Community websites
 $50 per year per site (50 sites)
 $50*50 sites= $2500
 Incentives/Give-a-ways –Total $3,720
 Email- Total $420
 1 month free for giftee and gifter
 15(2)*14= $420
 The Grid- Total $1,800
 Free one month trial
 $15 * 30 customers* 3 months=
$1350
 $15 discount for a full yearly payment
of $165
 $15*30= 450
 Housing Communities- Total $1500
 Free One Month trial
 $15 * 50 = $750
 $15 discount for a full yearly payment
of $165
 $15 *50= $750

16. Break-even Analysis
 Price
 $15
 COGS
 $2
 Unit margin
 $13
 Breakeven
 $7540/13= 580 customers
 3.76 years

17. Thank You!
Questions?