Professional Documents
Culture Documents
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Mr. Clean Eraser Extra Media Plan 2010
Contents
1. Communication and media objectives.................................................................3
1.1. Communication objectives...........................................................................3
1.2. Media objectives............................................................................................4
2. Promotional Mix Tools and Medium Selection......................................................5
2.1. The first campaign.........................................................................................5
2.2. The second campaign....................................................................................8
3. Vehicles Selection..............................................................................................10
3.1. The first campaign – Awareness Campaign.................................................10
3.2. The second campaign – Behavioral Campaign.............................................12
4. Schedule............................................................................................................19
5. Media campaign flow chart................................................................................20
6. References.........................................................................................................21
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
• Poster: We will tell the personal story of Mr. Clean that helps
many women with cleaning job, through a series of posters
displayed at different public places such as car park sites, the
main routes that office people going from home to works in
Melbourne and Sydney, and near the places that women tend to
come such as spas, beauty salon, super markets, grocery stores,
etc. The first poster will show the logo of Mr. Clean (inherently
the friendly and strong image of a man in white outfit), and the
copy says: “Do you know this man?” The next will say: “His name
is Mr. Clean”. The next keeps continue: “Mr. Clean’s story is the
story of cleaning”. “Mr. Clean helps women clean the tomato
sources and coffee stains on the dining table”. And the posters
can keep going into personal details of the cleaning story of Mr.
Clean. As the drivers drive along the route, the first posters will
make them curious and look forward to reading the story along
the way. According to Outdoor Media Association, 2010, posters,
as other roadside media, can increase remarkably opportunity to
see among the target audiences. In other public places, the
series of posters can be put in order of appearance. The
advantage of posters is we can place them almost everywhere,
and it can reach a mass number of people at the same time in
public places. Moreover, it is rapid to install the kit and remove
previous posters, and also cost efficient.
• Transit advertising – Floor and wall displays at the
stations and bus stops: In the subway stations, square-
sections on the wall are painted in special color so that they
appear brighter than the surrounding spaces. At one corner of
the section, logo and copy of Mr. Clean (“Cleaned by Mr. Clean”)
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
that real dirt and grimes are covering the table. The magazines
readers are invited to use the piece of Mr. Clean inserted in the
page, to swipe out the dirt and unveil the table. This will give the
audiences “real” experience in cleaning the surface of the table
with Mr. Clean. The advertising will be located at major women’s
magazine in Australia so that we can target the specific
audiences. The reason to choose magazine is its ability to
reproduce with high quality (paper material, special ink), creative
flexibility (we can insert a small piece of swipe), and to engage
with consumers (inviting them to clean the “paper table”).
Moreover, it has long life span, can be travelled to particular
places what women usually go to like beauty salons, spas, etc.
• In-store decoration: During the run of the second campaign,
we will put plastic frames, showing Mr. Clean logo and copy will
be displayed on shelf, the floor near the product, and on the
handles on shopping trolleys in super markets and groceries. The
advantage of these media is to generate point-of-purchase
decision when Mr. Clean belong to low-involvement decision
product category.
• Sale promotion-Product sampling: In order to prove the
cleaning power of Mr. Clean, the target audiences will be offered
product sampling at entrance gate of major super market and
grocery stores in Sydney and Melbourne. The 4Ps of Mr. Clean
are considered very suitable to do sampling campaign. Firstly,
Mr. Clean has a relative low price which is priced at AU$1.5/ each
(Australian’s Grocery Best Price Directory, 2010), so samples do
not cost too much. Secondly, the product is divisible, can be
packaged into small sample size. Thirdly, the purchase cycle is
relatively short, so the consumers will consider an immediate
purchase or will not forget about the brand before the next
purchase occasion. We will hire temporary demonstrators who
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Mr. Clean Eraser Extra Media Plan 2010
1. Vehicles Selection
1.1.The first campaign – Awareness Campaign
• Posters: Roadside posters will be placed at main traffic routes in
Sydney and Melbourne. According to Sydney Motorways’ website
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Mr. Clean Eraser Extra Media Plan 2010
(2010), the main routes for motorway in Sydney are New South
Head Road, Gore Hill Freeway, Windsor Road, and South West
Motorway, etc. The venues to place the posters in Melbourne are
City Road, Wellington Parade, St Kilda Road, and Victoria Street,
etc. (Australia Tourist Guide, 2010). Also according to these
maps, these routes are heading or nearby major supermarkets
and grocery stores in Sydney and Melbourne, hence the
audiences will be more likely to pay attention to the posters and
the brand name if they come to supermarkets and stores. The
size for the poster should be slightly above average, which is
about 4x3m – 6x3m so that we can grasp people’s attention.
Assume that we will create a series of 5 posters, and place them
at 10 main roads in Sydney and Melbourne, each route has 1
series hence we need 50 series. According to GetPrice (2010),
the printing and installation cost for that size of poster is about
$US50, so the total budget for the posters will be US$2500.
• Transit advertising: The wall and floor displays will be placed
at central stations in Sydney (such as Circular Quay, Wynyard,
Town Hall, Central, Museum and St James Stations), and in
Melbourne (Flinders, Swanston, Richmond, and Windsor). The
painting fees for the displays of brighter spaces with special inks
are relative low, we estimate at around US$3000. For the specific
advertising price at railway stations and bus stops, we also need
to contact authorities such as Advertising Federation of Australia
(http://www.afa.org.au/), and Outdoor Media Association
(http://oma.org.au/). The total cost for production and advertising
license is expected at US$6000.
• Guerrilla Advertising: We will park the white artificial models
of car at major parking places in Sydney and Melbourne. The cost
for painting color and making the models are very low, we
believe US$1000 is enough. However, in order to legally park
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Mr. Clean Eraser Extra Media Plan 2010
Medium Estimate
Vehicle Venue Time
and tool d Cost
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
Total 145,80
1
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Mr. Clean Eraser Extra Media Plan 2010
or gif format.
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Mr. Clean Eraser Extra Media Plan 2010
As the CPMs for the two online spaces on Woolworths is very low,
and they have the majority of shoppers is women, this is a very
effective and efficient vehicle to target at the right audiences.
• Product sampling: In order to increase the consistency, we
need to advertise at the same venues with online advertising -
Woolworths stores in Sydney and Melbourne. Also according to
Woolworths online Sampling and Advertising Guide (2010), they
have comprehensive sampling allows reaching the broadest
possible audience by targeting over 8,000 households each
week. The set-up cost and rate in Woolworths is low, at $300 for
a four week campaign (Woolworths online Sampling and
Advertising Guide (2010). Hence, this is a great vehicle to market
to the selected audiences, at the selected geographic location or
even test market against a competitor product. The estimated
cost for the sampling package run for 1 month is US$5000.
• In-store advertising: In major supermarkets and grocery
stores, we will use different types of in-store decoration to
remind the consumers about the brand and encourage them to
purchase the product1. The total cost for different types of in-
store ads is estimated at US$3000.
✔ Shopping cart signage: Logo display on carts and handles of
shopping trolleys.
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Mr. Clean Eraser Extra Media Plan 2010
✔ Floor: The ads will appear on the floor, right in front of the
product shelf. It will have the size of 889mm x 647mm
(Woolworths Media Kit, 2010)
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
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Mr. Clean Eraser Extra Media Plan 2010
1. Schedule
Since Mr. Clean has short product purchase cycle, we need to cover a
lot of weeks. Hence, a combination of continuity and pulshing schedule
is considered to be appropriate. The whole schedule is divided into two
campaigns: the awareness campaign which will last for the first three
months will have continuity schedule, and the attitudinal and
behavioral campaign which will last for the rest nine months will have
pulshing schedule.
In the first campaign, continuity schedule is employed because we can
have a combination of burst and drip throughout the year. From
January to May, there will be a moderate budget for the tools mix of
outdoor, indoor, and guerrilla media in order to target at mass
audiences at cheap prices.
In the next campaign, as we aim at increase purchase decision, we
need to have a more aggressive budget for the schedule. Therefore,
pulshing schedule with push period will effectively encourage
consumers to buy the product. The most focused period is from July to
September at summer buying time; we will use the combination of gift
voucher, product sampling, magazine ads, and online ads. The rest of
the campaign, from September onwards, the goal is to maintain buying
behavior among the target audiences, hence lesser budget is spent on
in-store advertising.
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Mr. Clean Eraser Extra Media Plan 2010
3. References
– Australia Tourist Guide, 2010, Map of Melbourne - Victoria Tourist
Guide, viewed May 7, 2010, http://www.sydney-
australia.biz/maps/victoria/map-of-melbourne.php
– Australian Bureau of Statistics, 2008, Internet access at home, viewed
May 1, 2010,
http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/8070DD7B8F223B04
CA25748E00124112?opendocument
– Getprice, 2010, Posters prices from hundreds of Australian stores, Get
price, compare before you buy, viewed May 2, 2010,
http://www.getprice.com.au/posters.htm
– Grocery Shopping List Supermarket Comparison, 2010, “Home Care
Prices - Supermarket Comparison”, Best Price Directory - Compare
Prices Online, viewed March 20, 2010,
http://grocery.bestpricedirectory.com.au/advanced_search_result.php?
keywords=mr.clean&x=0&y=0
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Mr. Clean Eraser Extra Media Plan 2010
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1 All images included in this paper only have exemplar value.