The Delta Agency Procter and Gamble Plan Book BLACK APIDS

The Team Account Executive: Dan Hobbs Creative Director: Dawn Merchant Media Director: Stephanie Moe Direct Marketing Executive: Sean Hogan Sales Promotion Director: Erald Haixhiu Publicity/ PR Director: Seth Hartt

Agency Philosophy DELTA –D Dedication –E Enterprise –L Long term –T Teamwork –A Accountability

Our House

Huddle Rooms

Our Living Rooms

Today’s Huddle Black Rapids IMC objectives and Strategies Recommendations with various executions –Creative –Media & Media Mix –Media Flowchart and Budget Breakdown –Sales Promotions –Direct Marketing –Internet/Interactive Media –Public Relations

Our Family Tree

Advertising Objectives 1. To persuade the target audience to buy Black Rapids during the 7 month campaign. 2.To get the Black Rapids message heard by the target audience that “Laundry for Men, is not only a standard, but a great experience for men. 3. To build brand awareness in the 7 month campaign within our target audience 4. To capture 2% total market share of liquid detergent within each test market at the end of the 7 month campaign

Message Strategy Positioning Statement: Black Rapids transforms the traditional chore of laundry, into an amazing experience, “Laundry For Men!” Supporting Points: 1. Men are taking a more proactive role in household tasks, it’s important for them to feel good while performing such household or personal grooming tasks. 2. Men long for female attention and linking clear benefits of attracting female attention for users is important. 3. Men are proud to showcase their “stuff” and its key that we communicate the black rapids brand and products as something men can be proud to use and display it in their homes. –Distribution –Promotion –Products –Services

Message Appeals Sigmund Freud’s philosophy Emotional appeals (psychological and social needs) –Personal- happiness, self esteem pride, pleasure –Social- recognition, acceptance, status –Fear- negative, threat, failure –Humor- positive, laughter, satisfaction –Masculine- territorial and proud –Brand- level of comparison relative to another brand –Romance- love emphasizing –physical attractiveness- striking, unique, intriguing –sexual reference/innuendos- possessive, curiosity

Media Recommendations

Print Executions Laundry Detergent For Men BLACK APIDS

Print Executions

When your clothes smell this good, they’ll never leave... BLACK APIDS

Print Executions

If your clothes smell this good they will come

TV Executions

Radio Executions

Sales Promotions Executions Display units at Target, Wal-Mart, and Kroger –Sampling Free fragrance cards, free trial size detergent bottles –Contests and sweepstakes Drawings and prize giveaways –

Sales Promotions Executions

Direct Marketing Direct Mail Internet Mobile

Internet/Interactive Executions

Internet/Interactive Campaign

Internet/Interactive Executions

Billboard Executions Laundry For Men

Billboard Executions

Public Relations Executions

Transit Executions BLACK APIDS

Transit Executions BLACKRAPIDS