Scott`s plus Oxy clean XM pitch

1. Scott’s + Oxy Clean Outdoor
Cleaner Wall
Brent Gibson, Mark Spodar, Matthew Tse

2. Experiential Campaign
Goals
 To educate the public on the strengths and the
versatility of the cleaner
 To establish top of mind awareness when it comes
to outdoor cleaners
 To design a fun and interactive way to introduce the
product at The Canada Blooms: The Canada Garden
Festival

3. Experiential Campaign
Objectives
 Increase brand awareness among Ontario GTA
residents
 Obtain 100,000 online impressions from the
promotional video and 5,000 impressions at the
show itself
 Obtain 5000 cumulative shares on all social media
platforms

4. Target Market
Primary:
 Demographic: Ontario residents specifically the GTA
aged 30 to 65
 Psychographic: Home Owners (residential, cottage) who
enjoy the outdoors especially entertaining guests in a
tidy but natural setting; environmentally friendly by
nature
 Behavioural: Actively spends quite a bit of time
outdoors entertaining or gardening at home or at the
cottage; takes pride in how their yard looks; active
weekends during the summer months

5. Target Market
Secondary:
 Demographic: Ontario residents specifically the
GTA aged 30 to 65
 Psychographic: Couples who rent (residential,
cottage) who actively enjoy entertaining outside
during the summer months; Upper echelon renter
likely to spend $1200 or more monthly
 Behavioural: Socially active; takes pride in
appearance

6. Brand Positioning
 Insight: Outdoor enthusiasts who take pride in the appearance of
their home or cottage
 Discriminator: Scott’s + Oxy Clean is the only multi-surface
outdoor, eco-friendly cleaner that can wash away dirt and stains
in a safe way; one product to clean both hard and delicate surfaces
 Reason to Believe: Both Scott’s and Oxy Clean are trusted
brands with a proven track records; easy to use while eco-friendly
 Functional Benefit: I am able to clean multi dirt or stained
surfaces quickly with one single product
 Emotional Benefit: I feel confident this product will clean
surfaces around my home safely and effectively

7. Brand Positioning
Statement
 To home owners living in or around Ontario’s GTA
region ages 30-65, Scott’s + Oxy Clean is your all in
one product keeping your home and patio looking
brand new all summer long because of its proven
stain fighting ability, while remaining friendly on
the environment

8. Live Experimental Concept
 Our concept is to bring a large 4 foot wall to the
Canada Garden Festival.
 This wall will have various different surfaces with
the Scott’s logo on each surface in four different
sections.
 The wall will be dirty do the logos will not be
visible.
 Participants will have to use the Outdoor cleaner to
clean the wall and find all four logos in their section
first to win a prize or sample/discount

9. Live Experimental Concept
 We feel that this is a fun and interactive way to let
potential customers try the product and to
demonstrate the product’s effectiveness.
 Contestants will be able to see the product work on
different surfaces
 We will hire a production company to make a video
of the campaign and use the video to increase brand
awareness online

10. Five W’s
 Who: people ages 35-60 who take pride in the way their
outdoor areas like gardens and patios look
 What: A fun competition that engages the target audience and
demonstrates the strength of the product at the same time
 Where: Canada Blooms Festival at the Direct Energy Centre
 When: March 13-22 2016, Mon-Sat from 10:00 am to 9:00 pm
 Why: To promote the brand to the target audience and to
increase awareness and educate the public on the product

11. Experiential Marketing
Campaign: Social Media
Goal: To create awareness and buzz on all social media platforms about Scott’s Oxy
Clean Outdoor Cleaner by educating them about the product through shares at the
trade show and through our video
Objective: To obtain 100,000 online impressions cumulatively through all social media
platforms and 2,000 new followers each on Facebook and Twitter
Strategy: To use the video of clips from the live event to connect with the audience on
an emotional level
Plan:
Upload new photo and video content from the event to Facebook, Twitter, Instagram
and Youtube
Invest in Search Engine Optimization and Social Media ads to promote the product
Invest in bloggers and famous online personalities to promote the product and the
campaign

12. Experiential Marketing
Campaign: Public Relations
Goal: To educate the public on the strength of Scott’s Oxy Clean
Outdoor Cleaner and to emphasize the environmentally
friendly aspect of the product to relate to customers on an
emotional level
Objective: To make all potential consumers associate Scott’s Oxy
Clean Outdoor cleaner with being green
Strategy: Strong emphasis on the environmentally friendly
characteristics of the cleaner and demonstrate using our live
campaign
Plan:
 Have real plants below our large board to demonstrate that the
cleaner will not negatively affect these plants
 Strong emphasis on the environmentally friendly
characteristics of the cleaner on the video and on social media

13. Experiential Marketing
Campaign: Product Promotion
Goals: To entice the target audience to purchase the product
through the text coupon campaign
Objectives: Implement 7,500 sales through text coupons
Strategy: To prominently show and promote the coupon
during the live event and through the social media
campaign
Plan:
 Announce coupons during the Experiential Marketing
Campaign
 Place a notice about the offer at the end of the video trailer
 Mention the offer on Social Media platforms

14. Budget
Expenses Cost
Large wall + Construction $8,000
Printing of logo on
materials
$1,500
Prizes $1,000
Video $8,000
Text Coupon Service $8,000
Bloggers/Social Media $3,500
Total $30,000

15. ROE
 Real Life Impressions: 5,000
 Online Impressions: 100,000
 Coupons Redeemed: 7,500

16. Event Logistics
• Contracting video production group: 2 months before
festival
• Construction of the wall and appendages: 1 month before
festival
• Contracting volunteers to help with execution of campaign:
2 weeks before festival
• Setup of text coupon marketing: 2 weeks before event
• Contacting bloggers and media: 1 week before event
• Obtaining of samples and prizes: 1 week before event
• Social Media Posts and SEO: during and 1 month after
event
• Production and release of video: 1 week after event
• Analysis of event success : 1 month after release of video

17. Event Logistics