Nestlé Purina Campaign

SDSG advertising

Nestle Purina Sustainability Campaign

Capri Demus
Michael Gilmartin
Kiara Smith
Jenna Smith
Brittany Smith
Michael Stasik

Table of Contents
Executive Summary -------------------------------------------------------------------------------- 3
Introduction -------------------------------------------------------------------------------- 4
Situation Analysis ----------------------------------------------------------------------------- 5-9
Company Analaysis -------------------------------------------------------------------------------- 6
Sustainability Trends -------------------------------------------------------------------------------- 7
Research Analaysis -------------------------------------------------------------------------------- 8
Secondary Research -------------------------------------------------------------------------------- 9
S. W. O. T. Analysis -------------------------------------------------------------------------------- 10
Problems and Opportunities ------------------------------------------------------------------------ 11
Target Market Profile -------------------------------------------------------------------------------- 13 - 14
Objectives -------------------------------------------------------------------------------- 15
Marketing Communication Strategy --------------------------------------------------------- 16 - 49
Key Selling Point -------------------------------------------------------------------------------- 17
Advertising Strategy ------------------------------------------------------------------------- 18 - 19
Logo Invention -------------------------------------------------------------------------------- 20
Traditional Advertising -------------------------------------------------------------------------- 21 - 34
Non-Traditional Advertising ----------------------------------------------------------------- 35 - 38
Partnerships & Sales Promotion ------------------------------------------------------------------ 39
Public Relations -------------------------------------------------------------------------------- 40 - 42
Direct Marketing -------------------------------------------------------------------------------- 43 - 44
Event Marketing -------------------------------------------------------------------------------- 45 - 47
Media Strategy -------------------------------------------------------------------------------- 48 - 49
Media Calendar -------------------------------------------------------------------------------- 50 - 51
Budget Breakdown -------------------------------------------------------------------------------- 52 - 54

2

Your Pet. Our Earth. Purina’s Passion

Executive Summary
The objectives provided by Purina directed us to develop an integrated marketing
communications plan targeting individuals who are loyal Purina consumers, and also new
consumers. This new supplementary campaign will attempt to promote Purina as the first
petcare company to become environmentally friendly. Emphasis is placed on creating
media that will focus on creating awareness of the relation between Purina and recycling
wet pet food cans. The budget for this campaign is $6 million.

Research
To ensure that the campaign resonates with our target market, SDSG Advertising
collected extensive primary research. SDSG conducted a survey that solicited the opinions
of approximately 190 individuals throughout the United States in order to understand their
thoughts of recycling, current recycling habits, and motivational incentives. Of the 190
surveyed, 59% were male, leaving 41% female.
Strategy
SDSG Advertising proposes the “Your Pet. Our Earth. Purina’s Passion.” campaign that
highlights the relation between Purina and recycling wet pet food cans while presenting
the messages in a creative form that will identify with our target audience. The strategy
utilizes multiple touch points to reach three segments of target audience in an effective and
efficient manner.

Touchpoints
Television, magazine advertisements, and in-store promotions will be the first wave of
media used for creating the awareness between Purina and recycling wet pet food cans.
The use of social media and billboards will promote events designed during specific weeks
throughout the year that relate to the environment and sustainability. Various promotional
items such as a conventional recycling container and reusable tote bag will be given away
to promote recycling.

Media
The recommended media strategy reflects the media consumption of our target market.
It emphasizes traditional media for image building and reach, while non-traditional media
to build frequency and target specific segments of their audience. The campaign will be
evaluated at different stages to gauge its effectiveness. And corrective actions will be taken
if necessary. SDSG has developed this campaign around a pulsing media schedule, which
will have heavy frequency during our concert months.

3


Introduction
With the merging of Friskies PetCare Company and Ralston Purina Company in December
2001, Nestlé Purina Pet care secured itself among the top leaders in the pet products industry.
Nestlé Purina has been dedicated to improving the lives of cats and dogs with the quality of
their products for 75 years. This campaign is notably different because Purina is the first pet
food company to contribute to the environment; that is, combating the laziness of today’s
society in acknowledging the importance of recycling their goods.

Although Nestlé Purina has taken a step forward to play their part in ‘going green,’ the
problem of apparent unimportance and lack of concern with recycling amongst today’s
society persists. In fact, affordability and time constraints are among the major issues with
today’s generation.

This issue calls for the development of a creative campaign, which will reestablish Purina’s
current position concerning sustainability efforts, while employing a design that both stays
true to the company’s style, while informing consumers of the importance and benefits of
recycling. The expectation is that Purina will be recognized for their contribution to improving
the environment and facilitate consumers’ participation in the green movement.

4


Company Analysis
Headquartered in St. Louis, Missouri, Nestle Purina PetCare Company is one division of
many under the Nestle Corporation. William H. Danforth founded Purina back in 1984 when
the company produced feed for farm animals under the name Purina Mills.

For more than 75 years, Purina has had the ability to extend its line of pet food products into
25 different successful brands. Purina has made it a priority to focus on providing consumers
with nutritious pet food products to insure the longevity of cats and dogs. Purina stands by
the phrase, “a healthy pet makes for a happier home”(Purina.com).

In 2001 Ralston Purina Company merged with Friskies PetCare Company subsidiary
changing its name to Nestlé Purina PetCare Company. While the name has changed, its
fundamental principles have remained the same. Proud of their heritage, Purina continues
to explore new trends and ideas that aspire to define the future of the pet care industry. As
the company evolves, its challenge is to lead with new, innovative approaches, increasing
the wellbeing of consumers’ lives, as well as the lives of cats and dogs.

6


Sustainability Trends
In Purina’s new movement on practicing sustainability, competitors are not a threat,
because similar petcare companies have not yet made an effort in pushing the importance
of recycling.

According to many psychologists, recycling lies in the mind of the consumer. A study
carried out in Somerset County, New Jersey found that those who were confident about
their knowledge of how and what to recycle were significantly more likely to recycle than
were those with less confidence, even among those who had a strong conservation ethic,
according to Simmons, & Widmar (1990). This means that the over all objective is to make the
consumer aware of recycling and what can be done to help out.

Pepsi Cola, a company that has put forth the practice of recycling has had much
success in this with their campaign, “Performance with a Purpose.” This campaign strives
to leave a positive change on society, while still practicing successful business practices.
They have redesigned their logo to incorporate the cyclical symbol of recycling. Pepsi has
also focused on making their products more environmentally friendly, with the use of higher
recyclable goods in their packaging.

IPhone has created a green application that will help to inform consumers about the
environmental impact a product has on the world. The Good Guide application scans
barcodes of grocery store items and gives a rating about the overall environment impact.
This application educates the consumer about this specific product and hopefully changes
their mindset about what they want to purcase.

If this campaign is to be successful, reinforcement will be the best technique to use.
Longevity will also need to be taken into account. Consumers want to believe that Nestlé
Purina actually cares about recycling too.
7


Research Analysis
Recycling Attitudes
Conclusions from our primary research indicated that individuals find recycling important
and are willing to recycling even if it does not require extra effort, however they also stated
they do not recycle all recyclable items. The majority of our respondents stated they are
motivated to recycle because it is beneficial to the environment and recycle outside of their
home. 46% said they recycle wherever a recycling bin is available while 13% said they do not
recycle outside of their home.

Even though the vast majority of our respondents that were surveyed confirmed they do in
fact recycle, they also stated that free recycling bins, convenient recycling locations, and
promotional giveaways would motivate them to recycle more and make it easier for them
to do so. Results were even across the board when asked why they do not recycle. 22%
said they are not aware of what to recycle, while 25% said they have no space to store a
recycling container or bag.

8


Secondary Research
Recycling is an important topic to many individuals, and essential in order to better our
environment; therefore, we needed to find out how to effectively reach our target audience.
It was apparent the traditional media sources and other online sources are effective in
communicating the importance of recycling, however providing unique, out of the box
promotional items help get the message across as well. SDSG researched many websites and
blogs to help us determine and understand the attitudes individuals have towards recycling.
Our secondary research provided by these online outlets indicated, many individuals find
recycling to be confusing, ineffective, and expensive. We also found that the main reasons
individuals do not recycle is because they are uneducated about how to recycle, where to
recycle, and what to recycle.

9


S.W.O.T. Analysis
Strengths
• Creates new demand to better the environment

• Lowers global warming

• Economically friendly

• Reduces waste for landfills

Weaknesses
• Difficult to advertise sustainability to uneducated individuals

• Many individuals may be reluctant to participate in Purina’s sustainability efforts

• Some individuals are not aware of the impact of their contributions

• Current economic situation is poor

Opportunities
• Establish partnerships with non-for-profit green organizations

• Reduce Purina’s carbon footprint by building brand equity in sustainability

• Promote Purina as an environmentally conscious organization

• Existing recyclers can serve as influencers of sustainability

Threats
• People are uneducated and unenthusiastic about recycling

• Many individuals have a negative attitude about trying new things

• Some individuals are lazy and may not see the importance in recycling

• Many people may not want to buy a higher priced product in order to practice sustainability

11


Problems and Opportunities
Problem:

Many consumers are unaware and uneducated about the imporance of sustainability.

Opportunity:

Our campaign uses the use of traditional and non-traditional media to establish a relationship

between Purina and recycling cans to promote Purina as a sustainable petcare company among

our target audience.

Problem:

Consumers are hedonistic idealists. Individuals have a tendency to want the most popular items

which will only benefit themselves and not the environment.

Opportunity:

Our campaign shows that Purina has the ability to take a strong leadership role in achieving consumer

behavior change.

12


Target Market Profile
Based on our primary research, secondary research and MRI data, the primary target audience

is men and women ages of 25-54. From the primary research it could be determined that these

are postgraduates who work in sales and office occupations. These individuals have an income of

$75,000-$150,000 and live in the South. The primary target audience falls under the “Achievers” in

the VALS framework model. These are the individuals who are self confident, attracted to premium

products, average TV watchers, and is environmentally conscious.

The secondary target audience is men and women ages 18-49, who have graduated high school

and have other forms of employment. These individuals have an income of $30,000 to $40,000 and live

in the Midwest. The secondary target audience falls under the “Experiencers” in the VALS framework

model. These are the individuals who buy on impulse, follow fads, spend money on socializing and

are susceptible to advertising.

Based on MRI data the tertiary target audience is men and women 50 plus. These are the

individuals who are near retirement, have a disposable income, and are empty nesters. In the VALS

framework model these individuals fall under “Thinkers.” This can be described as the ones who have

little interest in image and prestige, read often, knowledgeable, and are an above average home

product purchasers.

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Objectives
Marketing Objectives:

1. Establish Purina as a leader in sustainability efforts.

2. Encourage pet food can recycling.

3. Generate financial resources and partnerships for Purina.

4. Become the first major pet care company to encourage the recycling of pet food cans.

5. To increase share of wet pet food can market.

Advertising Objectives:

1. Create a positive belief in sustainability resulting in a call to action.

2. Create awareness that all Purina wet pet food cans are recyclable.

3. Communicate the benefits of recycling.

4. Encourage pet food can recycling as part of a sustainable lifestyle.

15


Marketing
Communication
Strategy

Your Pet.

Our Earth.

Purina’s Passion.

Advertising Strategy
Purina’s current core equities consists of providing a variety of healthy pet food and advice to aid

pet owners in enriching the lives of their pets’. With this campaign, we will be adding the practice of

sustainability to these core equities.

SDSG will maintain Purina’s brand image with a target market based off of MRI data that pin

points the top wet pet food can consumers. Secondary research suggests it is easier to hold on

to the existing consumers than to acquire new ones. Therefore, we have focused primarily on the

existing consumers, however our campaign has the ability to obtain new consumers with the addition

of sustainable practices. SDSG will position Purina’s sustainability efforts as top-of-mind awareness.

When consumers think of the Purina brand, they will immediately think of a quality product produced

by an environmentally conscious and caring company.

SDSG’s creative objectives are to motivate and educate Purina consumers on recycling in the

hopes that they join the movement toward practicing sustainability. Through primary research it

was found that many individuals are uneducated and unaware of sustainability practices. In order

to combat this, SDSG has created a campaign, which not only focuses on Purina’s passion for the

healthy lives of dogs and cats but also focuses on becoming environmentally friendly.

SDSG has incorporated Purina’s current slogan, “Your Pet, Our Passion” with the notion of promoting

sustainability; forming the new tagline “Your Pet. Our Earth. Purina’s Passion.” This tagline will help

create awareness of the relationship Purina has with recycling cans. This tagline will be see on every

advertisement which will feature a clean white background and an image, which will attempt to

represent the meaning behind our tagline.

The goal is to create an emotional reaction from our target audiences, which will encourage

new consumers to begin purchasing and recycle Purina products, while attempting to educate

18


Advertising Strategy
existing consumers of Purina’s new movement in practicing sustainabilty and the imporatnce of

recycling. The strategy that we have chosen is brand image, it is best suited to homogenous goods

where physical differences are difficult to develop or may be quickly matched (Parente, p.166). This

campaign can easily be associated with other pet food brands. By establishing Purina as the first

company it will help position Purina at top-of-mind awareness. We will be relying on a resonance

approach, where fond or positive memories or feelings are associated with the brand. Our donations

of recycling proceeds and promotional concerts will reinforce this approach.

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Logo Invention
Recycling Logo

This recycling logo will be used specifically for Purina’s wet pet food cans. It is similar to the

reconizable three arrowed recycling symbol many companies use to encourage recycling. However,

this logo is unique in it’s design and incorporates a paw print to symbolize the relationship between

Purina, a pet care company, and recycling cans. Instead of printing this logo directly onto the wet

pet food cans, this logo will be displayed in the form of a sticker on the front of the can, similarly

where a company would promote a “new’ product. This logo will also be present in each creative

tactic. The purpose of creating a logo specifically for Purina will establish brand recognition with

Purina and their relationship to recycling cans.

20


Traditional Advertising
Continuous Billboards

These billboards will consist of promoting the new tagline. Each billboard will represent a part of

the tagline and will seperately be displayed in order of the saying. Each billboard will incorporate

the new recycling logo along with Purina’s logo. The first billboard, which will say, “Your Pet” displays

two seperate hands holding both a dog and a cat, in order to create the relationship between an

owner and their pet. The second billboard, which will say, “Our Earth” displays a set of hands holding

an Earth, in order to symbolize how fragile our Earth is, and the importance of becoming apart of

something that will benefit the Earth. The third and last billboard, which will say, “Purina’s Passion”

displays a set of hands holding the new Purina recycling logo. This will symbolize Purina’s passion in

not only being apart of practicing sustainability but also lending a helping hand by becoming a part

of improving the environment.

Extended Billboard

This billboard will attempt to create the relationship between Purina and recycling cans. It will

incorporate Purina’s new recycling logo along with the existing logo and tagline. The image will

consist of a dog pushing over a trash can full of Purina wet pet canned food products. The products

appear to be spilling out of the trash can, off of the billboard, and into a recycling bin that will be

positioned beneath the billboard to symbolize that Purinas cans are in fact recyclable.

Bus Stop Sign

This bus stop sign will promote concerts that will be held during Earth Week and National Recycling

week. Each sign will display an image of the artist, one John Legend and one Sarah McLachlan.

It will incorporate Purina’s company and recycling logo along with the tagline. It will state the

event, place, time, and date of the concert, along with a picture of the artist. It will also encourage

individuals to bring their pets and cans.

21


Television Spot

This television commercial will consist of a story line that will create a relationship between Purina

and recycling cans. It can be used for either a dog or a cat. It will show an owner feeding their

pet and throwing away a Purina wet pet food can in the trash. The animal reconizes the action

and knocks over the trash can, then symbols to the owner to put the can into the recycling bin. The

commercial will end with the Purina company and recycling logo along with the tagline informing

individuals to purchase Purina cans at their local PetSmart or Petco and to recycle.

29


Magazine Advertisement

These magazine advertisements will promote concerts performed by John Legend and Sarah

McLachlan. Each advertisement will incorporate Purina’s company and recycling logo along with

the tagline. It will state the name of the event, location, and time of the concerts. An image of

each artist along with a dog and cat will be displayed. It will tell individuals that the concerts are pet

friendly and to bring their cans to be recycled.

A more generic magazine advertisement will also incorporate Purina’s company and recycling

logo along with the tagline. It will be similar to the extended billboard in the sense of displaying the

dog pushing over the trash can full of Purina wet pet food canned products. The ad will encourage

consumers to recycle cans and to visit their local Petco or PetSmart to purchase Purina products.

It also informs consumers of the profits made from consumers using the in-store recycling vending

machines, will be donated to The American Society for the Prevention of Cruelty to Animals.

31


Non-Traditional Advertising
Vending Machine

This vending machine is designed to encourage individuals to recycle. It will incorporate a touch

screen monitor that will allow consumers to interact with. It will display current Purina commercials

along with an informative display on instructions about how to use the machine. The monitor will

then promt the consumer to create a log in and password or simply sign in if they have already

done so. They will then select from a menu which cans they are recycling. This system was created

in order to keep track of how many times each individual recycles a Purina product and to inform

Purina of which products are purchased most often. The vending machine will incorporate Purina’s

company and recycling logo along with a dog and cat, and Purina wet pet food canned products.

It has a clean, environmentally friendly design.

Promotion

By using this machine, individual have the ability to win a free recycling container. Our research

showed that individuals are unaware of where to recycle and do not have space to recycle. A

device called the “Ovetto Egg,” is a modern sleek design that holds three different compartments.

This is designed for small spaces as it is compact and provides an organizational way for individuals

to recycle their items.

35


Online Advertising
Twitter

The use of social networking is growing at a rapid pace. In order to keep up with what is popular

amongst the consumers SDSG decided to incorporate Twitter into the campaign. Twitter is a social

networking site that enables its users to send and read messages and exchange information referred

to as “tweets” by “following” people. PurinaGreen, an actual twitter account, was set up in hopes

of informing Purina consumers on the efforts in promoting sustainability. Recycling facts, upcoming

events, live feed from Purina website and live web streaming will be “tweeted.” The recycling facts will

inform the individuals on ways to become environmentally friendly. Tweeting the upcoming events

and the live web streaming will help to draw more people out to the events. Live web streaming

allows for those individuals who are not able to attend the events to view everything that takes

place. The use of Twitter is also a good way to gain feedback from the consumers about products,

events and recent Purina news. Twitter broadens the reach to a wider community, which creates an

awareness for sustainability and Purina.

37


Partnerships/Sales Promotion
Objectives

1. Offer incentives for recycling- Altruistic Motivation (People tend to respond better when there is

some sort of reward for their action).

2. Generate brand equity through partnerships with ASPCA, and National Recycling week (When

people think Purina, we want them to think eco-friendly).

Promotional Partnerships

Purina is pairing up with the ASPCA and National Recycling week to promote sustainable efforts.

These newfound partnerships will benefit all parties. For instance, Purina will build brand equity by

pairing with these two well-known eco-friendly organizations. The ASPCA is a well-known organization

that is known to help the welfare of animals. By pairing with Purina, National Recycling week and

The ASPCA will benefit because Purina is such a force in the pet food industry. By pairing with these

two organizations, Purina will not only promote sustainability efforts, it may even have the capability

to increase sales. For instance, if there are several brands on a shelf but one brand donates to a

specific charity or to a good cause, chances are if the prices are relatively the same the consumer

will choose the product that benefits mankind due to moral obligation.

Altruistic Motivation

People are generally lazy and need motivation to do things. For every 3,000 cans recycled through

our “one can at a time program.” Purina will donate 100 dollars to the ASPCA. The idea is inform

consumers that animals will be helped due to their donation.

39


Public Relations
Getting special events information to the public will take more than magazine advertisements,

television commercials, and billboards. That is why SDSG has decided to design press releases for

each event.

The events are as follows:

• “My City Recycle’s More Then Your City!” (weeklong tour during National Recycling Week).

• “Earth Week Celebration” (three-day tour during Earth Week).

A press release has been created for the partnership with ASPCA as well. This partnership will call

for those who would like to adopt a pet to go through ASPCA. In return customers will get a free

month’s supply of Purina wet pet can food. The proceeding pages will be the press releases for the

events/partnership.

40


Press Release
Press Release

For Immediate Release

April 2, 2011

Contact: PURINA Advertising

Phone: 1-800-7PURINA

Purina presents the three-day event “Earth Week Celebration.” The event will be held during three

days of Earth Week April 16, 19, and 22 of 2011 in the following cities: Los Angeles, California, Chicago,

Illinois, and New York City.

During this time eco-friendly soul-singer John Legend will perform April 16 in Los Angeles, California at

Griffith Park, April 19 in Chicago, Illionis at Millennium Park and April 22 in New York City, New York at

Central Park starting at 5 p.m.

All participants are asked to bring in as many steel cans as possible; this will be there entrance fee.

There will be booths provided with information on how to recycle, what to recycle, how to continue

recycling, where to recycle, and what items to get to recycle.

The first 100 people to enter the event will receive a free recycling tote to make their recycling

responsibilities easier.

41


Press Release
Press Release

For Immediate Release

May 6, 2011

Contact: PURINA Advertising

Phone: 1-800-7PURINA

PURINA presents the “MY CITY RECYCLE’S MORE THEN YOUR CITY!” weeklong tour. PURINA is

partnering with National Recycling Week’s team during national recycling week November 8-15,

2011 to promote awareness of sustainability.

PURINA and the National Recycling team wants to bring awareness to recycling and get the

communities involved. The tour will stop in the following cities below and call for each member of

the community to bring in recyclable steel cans. The city that brings in the most recyclable items will

be given the title of the best recycling city!

They will travel to the following cities: Atlanta, Georgia at Centennial Olympic Park the 8th, Los

Angeles, California at Griffith Park the 9th, Dallas, Texas at Addison Circle Park the 11th, Chicago,

Illinois at Millennium Park the 12th. Each city will compete for who recycled the most items during the

event.

The first 100 people to enter during the visit to Atlanta and Texas will get a free recycling tote.

Each person that decides to embrace on this project will each bring in their recyclable steel cans

and insert them into a machine, which will be their entrance fee. The event will be pet friendly and

will provide activities as well as dog training lessons.

ASPCA (The American Society of the Prevention of Cruelty to Animals) will be at the event passing

out information to those who would like to adopt a pet. Those who do will receive a month long

supply of wet can pet food courtesy of Purina.

National Recycling Week’s team will provide recycling informed members to educate the people

on how to recycle, what to recycle, how to continue recycling, where to recycle, and what items to

get to recycle.

42


Direct Marketing
Direct Marketing Strategy

To make things easier for consumers the program “One Can at a Time” was created. 224 Can

compactors will be strategically placed 224 in high traffic PETCO and PetSmart stores. The compactors

will be placed in the front of the stores for easy drop off access. These compactors will offer a place

for consumers to drop off their empty pet food cans. The compactors have a maximum capacity of

3,000 cans, once at full capacity; Purina will donate 100 dollars to the ASPCA to show appreciation

for the donations.

• Each customer will receive a unique username and password upon signing up at the machine, or
they will have the option to create a username and password on the Purina website.

• Each time the consumer makes a donation (recycles) using their specific username and password

they will receive a point per can.

• Purina will have the capability to track sales based on each unique username. This in turn can

increase revenue by weeding out products that are not selling.

Passion Reward System

• Each person who signs up and makes at least one donation will be entered into a raffle that will

take place every three months for a free pet grooming. (Depending on the success of the consumer

response, give-a-ways may be increased).

• 25 points = $1.00 off coupon (based on primary research, an average pet owner only goes through

5 cans per month)

• *50 points = Reusable tote bag

* After the customer reaches the maximum 50 points and receives their tote bag they will be

considered an “elite” member. Elite members will receive emails with all the latest promotions and

coupons to show our appreciation.

43


Direct Marketing
Concerts

To show appreciation, Purina and ASPCA will be sponsor five free concerts specifically geared

towards building a sustainable lifestyle. People will be encouraged to bring cans to be recycled.

Not only will these concerts be fun, they will also help bring people together for a good cause and

bring awareness to such an important issue. The concerts will feature musical artists such as Sarah

McLachlan, and John Legend. The first 100 people in attendance will receive a free Purina tote

bag.

Purina Tour Dates and Locations

• John Legend: Chicago (Earth Day 4/22/2011), San Francisco, New York

• Sara McLachlan: Atlanta and Dallas

Advertising Tactics

Print Advertising - According to the Retail Advertising and Marketing Association, 47.2 percent of all

shoppers are most likely to start an online search after viewing a magazine ad. People remember

effective print ads. Another great feature of print ads is that it has longevity.

Magazines Advertising:

• Parade

• Metro

• AARP

• Readers digest

• Better homes and gardens

• Good housekeeping

MRI Survey of the American Consumer:

1. Magazines: 61%

2. In-store: 58%

3. TV: 55%

4. Newspaper: 53%

5. Radio: 44%

6. Free samples: 39% 44

7. E-mail: 26%

Event Marketing
“My City Recycles More Then Your City!”

This is weeklong tour that will run during National Recycling Week in the month of November

from the 8-15 of 2011. This tour was created in attempt to combat the many reasons individuals

do not recycle. Research showed that the majority of the reasons why individuals are hesitant to

recycle are because it is time consuming, inconvenient, and confusing. Individuals are also lazy

and uneducated about the proper way to recycle and of the long term benefits recycling can

have on the environment. Each city will advertise through magazine and bus sign advertisements

encouraging individuals to bring cans to the concert. This is how the winning city will be determined.

The city that brings in the most cans will be given the title of the top-recycling city.

The first 100 people to enter the park will receive a free reusable tote bag that will incorporate

Purina’s recycling and company logo along with the tagline. Supplying individuals with a reusable

tote bag that incorporates both logos will encourage and remind individuals to recycle.

The tour will be held during two separate weeks throughout the year, Earth Week and National

Recycling Week. The first part of the tour will be in the following cities at a John Legend concert

during Earth Week, April 16 – 22, 2011:

· Los Angeles, California – Griffith Park – April 16, 2011

· Chicago, Illinois – Millennium Park – April 19, 2011

· New York City, New York – Central Park – April 22, 2011

The second part of the tour will be in the following cities at a Sarah McLachlan concert during

National Recycling Week, November 8 – 11, 2011:

· Atlanta, Georgia – Centennial Olympic Park – November 8, 2011

· Dallas, Texas – Addison Circle Park – November 11, 2011

45


Event Marketing
During visits to Atlanta, Georgia and Dallas, Texas, animal rights spokeswomen of The American

Society for the Prevention of Cruelty to Animals (ASPCA) Sarah McLachlan will perform for the

community. She will also present a speech on the importance of helping the lives of defenseless

animals.

This tour will be animal friendly. Many activities will be offered for owners and their pets. “Find

the Treat” is an activity in which dogs will have to search for hidden biscuits or chew toys. There will

be an animal showcase in which every animal owner can bring their pet on stage and showcase

their talents.

Frisbee throwing will be available for the dogs to partake in to have the pets and owners interact

in a physical activity. Skateboarding lessons will be held for the dogs that live on the wild side. Dog

training lessons will be given to anyone who believes their dog needs some obedience lessons, for

free!

“Cat and Mouse,” is an activity for cats that will consist of following a remote controlled mechanical

mouse that is operated by the owner and then hid for the cat to find. A yarn game will be available

for the cats in which there will be a trail of yarn the cat will follow. The owner holding the yarn will pull

the yarn causing the cat to follow. The goal is for the cat to reach the end of the ball of yarn where

a treat will be available at the end.

“Bird Watching” is another activity for cats that consists a stuffed bird the owner will dangle over

the cat’s head. The cat that attempts jump and reach the bird first will receive a ball of yarn as a

prize.

“Earth Week Celebration” is the first week of events and concert performed by soul-singer and

songwriter John Legend and will be held during three days of Earth Week, April 16, 19, and 22 of

2011. It will be held in the following cities: April 16 in Los Angeles, California at Griffith Park, April 19

in Chicago, Illinois at Millennium Park, and April 22 in New York City, New York at Central Park. John

Legend has performed in many tours using equipment that is environmentally friendly.

Earth Week’s green team provide recycling pamphlets to inform and educate individuals on how

46


Event Marketing
to recycle, what to recycle, how to continue recycling, where to recycle, and what resources to use

to recycle. Not only will individuals have the benefit of enjoying a free concert but will also leave

with more knowledge and awareness of recycling.

“National Recycling Week” is the second week of events and concert performed by Sarah

McLachlan, which will be sponsored by the ASPCA. The National Recycling Week team will also

provide recycling pamphlets to inform and educate individuals on how to recycle, what to recycle,

how to continue recycling, where to recycle, and what resources to use to recycle. Information will

also be provided to those who are interested in adopting a pet. Those who do so will receive a free

month’s long supply of wet can pet food courtesy of Purina.

47


Media Strategy
Objectives

1. Increase awareness of sustainability.

2. Reach 60% of target audience with a frequency of 4 times per month.

3. Use mass media such as television, magazines, and outdoor advertising to promote recycling.

4. Use social media to provide an outlet for consumer response

5. Implement Pulsating schedule that peaks during concert months.

Plan

SDSG will concentrate its campaign in 20 states, which have progressively shown the recycling

mindset. Since this is the first time Purina is attempting a campaign of this sort, we don’t want to

be overzealous and make a bad campaign with poor turn out. In store collection spots as well

as magazine advertisements, and billboards will be heavily focused in these 20 states. SDSG has

created a Television commercial to be played nationally, which will promote recycling of their wet

food cans.

Strategy

Traditional advertising will be heavily used in this campaign. The message will be continuously

placed on strategic billboards in select cities. A magazine advertisement will be placed in Parade,

Better Homes and Gardens, Metro, Good House Keeping, Readers Digest and AARP. These magazines
advertisements will have a pulsing strategy, with the heavy months being those that offer concerts

within them. A Television commercial will be shown nationally on Discovery Channel, The Weather

Channel, TNT, The Animal Channel, and locally on NBC. These will also be on a pulsing strategy, with

the heavy months falling on the same months as the concerts. Our recycling vending machines will

appear in 117 selected PetSmarts, and 107 selected PETCO’s, along with these vending machines

there will be an in store floor decal. The vending machines along with the floor decal will have a

continuous exposure.

48


Media Strategy
Tactics

In-Store

Vending machines will be placed in PetSmart and PETCO’s in these following cities: Atlanta, GA;

Dallas, TX; Miami, FL; Charleston, SC; Chapel Hill, NC; Montgomery, AL; New Orleans, LA; Little Rock,

AR; Jackson, MS. These cities have high amounts of stores and fall into our primary audience’s region.

The secondary audience will have vending machines placed in the following cities: Chicago, IL; St.

Louis, MO; Indianapolis, IN; Columbus, OH; Lexington, KY; Kansas City, MO; Des Moines, IA; Minneapolis,

MN; Omaha/Lincoln, NE. All these cities offer many pet food stores. All the above-mentioned cities

have shown positive recycling efforts.

Television

A national Television commercial will be shown on Discovery Channel, The Weather Channel,

TNT, The Animal Channel, and locally on NBC during the weekday prime time hours. This decision

was made from research done through MRI data. The target audience shows higher frequency with

these channels then others; it will have a pulsing strategy.

Magazine

A magazine advertisement will be placed in Parade, Better Homes and Gardens, Metro, Good

House Keeping, Readers Digest and AARP. These magazines advertisements will reach all of the

intended targeted audiences at an affordable price; they are also highly read by the audiences

according to MRI data.
Billboards

In total there will be four billboard advertisements shown. The first will feature a dog pushing over

a trashcan filled with recyclable Purina cans. The cans will then appear to fall into a recycling bin

located below the actual billboard. The outdoor advertisement will be seen in the selected cities

listed above. Next there will be a series of continuous billboards split into three, with our tag line

broken up on each of them. The billboards will be featured in the concert cities.

49


2011 Media Calendar
Media January February March April May June July August September October November December
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

Television (30 sec spot)
Discovery Channel
Weather Channel
TNT
NBC (local)
Animal Channel

Magazine (Generic ads)
Parade
Better Homes & Gardens
AARP
Good Housekeeping

Magazine (concert ads)
Parade
Metro
Reader's Digest
Better Homes & Gardens

Billboards
Billboard 1
Continuous billboard
Outdoor Ad

Concerts
Paid for by ASPCA

Floor Decal
Petco
Petsmart

Give-aways
Petco
Petsmart
Concert

Media Budget

53


Overall Budget

54


Nestlé Purina Campaign

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