The document outlines a marketing strategy for the cleaning products brand Method, focusing on increasing brand awareness and sales among women aged 18-49 through various advertising and activation tactics. It includes a SWOT analysis, identifies core brand values, and describes specific campaigns intended to elevate brand perception and market presence. The budget for these efforts is set at $15 million for the year 2015.

1. Kyle McCarthy
Gillian Wenzel
Jake Ascoli
Claire Mirsky
Taylor O’Neil

2. air distribution to the greater world
leaves evaluation of the campaigns health
branches creation to take the company in the
right direction
roots connecting with the brand’s core values
soil researching the brand
“Roots Up Approach”

3. competitor analysis

4. swot analysis
strengths:
● recognised brand name in the industry
● unique products/Packaging
● customer loyalty
● innovative culture
● nontoxic formula
● unique natural fragrances
weaknesses:
● high price compared to competitors
● more of a niche product
● limited and specialized distribution
● low brand awareness outside of target
market
opportunities:
● innovation of new products
● growth of environmentally kind market
● expansion to new stores
● almost everyone needs cleaning products
● low awareness means a lot of room to improve
threats:
● bad economy
● competition
● substitute products

5. goals
communication
In our target demographic of 18-49 women,
we will strive to increase comprehension 75%
and conviction 50%.
marketing
increase sales for all method products by at
least 10%. By creating more awareness and a call
to action for method through our print and
television ads as well as our brand activation
tactics.
time frameJanuary 2015 - December 2015
budget 15 million dollars

6. brand value proposition
functional benefits
emotional benefits
self-expressive benefits

7. .
target audience
Mary
38 Years old
Environmental Lawyer
Busy wife and mother
Looking for products that both
smell nice and are eco-friendly
Sara
21 years old
Lead healthy lifestyle
Eco-friendly
Enjoys living in a clean
environment

8. campaign strategy
core issue: creating an image
separate from Target.
brand promise: cleaning, won’t
feel like cleaning.

9. the story method tells
cleaning
cleaning the house is an act of pride
with method it’s not a chore
method is it’s own story
simply by being on your counter
reinvents the ritual of keeping a clean home

11. magazine advertisements
.

12. transit advertisement

13. television (30 seconds)
.

14. brand activation
food network partnership
use method products to clean their kitchens on TV and have the pro
on display during the show

15. brand activation
free standing inserts & coupon
use the FSIs to make the consumer aware of
all of the places they can locally purchase
method, and create action by including
coupons with the FSI to incentivise a
purchase.

16. brand activation
set up stations with product demonstrations and invite
people to witness the cleaning power of method.
demonstrate different types of products and different
scents
at the end of the demonstration ask the participants
what they could see themselves using by asking “what is
your method?”
“find your method” demo

17. media plan
target audience
18-49 yr old women
geographic scope
media strategies
effective reach: 75
effective frequency: 5
flighting: spring cleaning & holiday season
west coast east coast

18. media plan continued...
budget
production
transit
billboard
television
magazine
media mix

19. evaluation

20. evaluation