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Cuticura Cares Cam paign. May 2013 – May 2014


TABLE OF CONTENTS 1 . The Situation – Mis sion and Opportunity Statem ent ............................................................................................................................ 4 2 . The Cam paign at a Glace ....................................................................................................................................................................... 6 3 . Secondary Res earch............................................................................................................................................................................... 9 3.1 Internal Environment .................................................................................................................................................................................... 9 3.2 Public Environment .....................................................................................................................................................................................11 3.3 External Environment .................................................................................................................................................................................12 3.4 Main Competitors ........................................................................................................................................................................................14 3.5 Primary Target Group .................................................................................................................................................................................15 3.6 Secondary Target Group .............................................................................................................................................................................16 4 . Prim ary Res earch ................................................................................................................................................................................ 1 7 4.1 Primary Target Group..................................................................................................................................................................................17 4.2 Secondary Target Group .............................................................................................................................................................................20 5 . SWOT- Analysis ................................................................................................................................................................................... 2 3 6 . Overview – Stakeholder Map ............................................................................................................................................................... 2 4 6.1 Stakeholder Map – Status Quo....................................................................................................................................................................25 6.2 Stakeholder Map – Desired Situation .........................................................................................................................................................26


TABLE OF CONTENTS 7 . Tactics ................................................................................................................................................................................................. 2 7 7.1 Viral Video ....................................................................................................................................................................................................28 7.2 Brand Ambassadors.....................................................................................................................................................................................31 7.3 Collaboration: Charity Organisations ........................................................................................................................................................32 7.4 Microsite .......................................................................................................................................................................................................33 7.5 Cuticura’s Mums’ Club ................................................................................................................................................................................34 7.6 Mum of the Year Award ..............................................................................................................................................................................35 7.7 Offline Media ................................................................................................................................................................................................37 7.8 Online Media ................................................................................................................................................................................................38 7.9 Facebook Competition: “The New Fragrance for Kids” ............................................................................................................................39 7.10 Roadshow ...................................................................................................................................................................................................40 7.11 Flipbook ......................................................................................................................................................................................................42 7.12 Special Event – Cuticura Survival Packages .............................................................................................................................................43 8 . Tim etable for Tactics .......................................................................................................................................................................... 4 4 9 . Evaluation............................................................................................................................................................................................ 4 5 1 0 . Further Recom m endations ................................................................................................................................................................ 4 7 1 1 . References ......................................................................................................................................................................................... 4 8


WELCOME TO INTERFRESHIONAL!

Interfreshional PR is a public relations agency made up of international staff members. The agency’s mission is to offer creative and fresh solutions emerging from diverse backgrounds to achieve the objectives of the clients. Interfreshional PR challenges stereotypes by offering exceptional solutions. The agency continually invests in its team’s training and their skills and knowledge are kept up to date through membership of professional bodies. The agency ensures the diversification of its campaign designing and offers a wide range of services in order to achieve their goals. Customised services will promise ’interfeshional’ solutions for every client.

“Because diversity leads to fresh ideas.”

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A BOUT US

Sarah Ham bly Research Director

Sarah Eichm ann Managing Director

Ju lian B. Ho ffm ann Creative Director

We n We n Events Director

Am and a Piehl Client Liason Director

Before joining Interfreshional PR in 2008, Sarah worked for Fever PR and Freud Communications. She has esteemed analytical skills, which ensures every campaign is built on in-depth and highly detailed research.

Sarah has valuable experience in the field of strategic communications. She worked for several companies worldwide before she joined the Interfreshional Team. Her thoughtful leadership contributes greatly to Interfreshional’s success.

Julian worked as a journalist for 4 years. His valuable contacts and expertise in this field particularly qualifies him for successful media relations. His high level of creativity adds a special flair to every campaign.

Wen comes from China and brings an Oriental thinking approach to campaigns run by Interfreshional PR. Wen has 5 years of international journalism experience which has given her rich communication skills with both the media and clients.

Amanda uses her previous experience working in the health sector to bring a critical approach and analysis to each campaign. She is also passionate about providing customer support and ensuring every client is happy.

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EXECUTIVE SUMMARY Cuticura Cares Cam paign. Interfreshional PR proposes the following campaign in order for Cuticura to be perceived as a family-friendly brand that cares about the consumers’ needs and well-being. The primary goal is to raise brand awareness, which will provide a platform for Cuticura to position itself as an expert in protecting family health and educating consumers about the benefits of practicing good hand hygiene. Secondary research indicates that due to a high birth rate in the UK, there has been a significant increase in the number of mothers, who in turn are more likely to purchase hand sanitisers. Furthermore, the growing number of travellers and festival-goers justifies the choice to include them in the secondary target group. Primary research reveals that there is little brand awareness and loyalty, which can be an opportunity for Cuticura to create an emotional appeal in order to differentiate from its competitors. Moreover, the findings show that the 8 hour protection claim would positively influence mothers to purchase the product, which justifies the decision to market it as the hero product. Lastly, more than ¾ of travellers would buy hand sanitiser to accompany them on a journey, again supporting the choice to target them.

Based on this research, the time period of one year and the budget of £100,000, Interfreshional PR has developed the following strategic plan. Strategies include a roadshow around the UK during the summer, special events at London Heathrow, recruiting brand ambassadors and social media interactions through Facebook competitions, a Cuticura hosted mum forum as well as viral videos. All strategies aim at generating high quality media coverage online and offline, to reach a widespread audience. These strategies will be realised through a number of tactics, all of which include details about the budget, timings and benefits of each for Cuticura. Finally, Interfreshional PR provides an evaluation of the proposed campaign and further recommendations for future actions to reinforce Cuticura’s position as the expert in the market as well as a caring and family-friendly brand. Supporting documents can be found in the appendix, which includes the detailed research and market analysis, relevant contact details, an extensive media list, the detailed budget as well as examples of promotional tools used in the campaign.

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1 . THE SITUATION – MISSION AND OPPORTUNITY STATEMENT

Opportunity Statem ent Prim ary res earch will indicate that the 8 hour protection would s trongly influence consum ers in their purchas ing decisions. This powerful claim pres ents an opportunity for Cuticura to differentiate its elf from its com petitors , which m ay increas e brand awarenes s, s ales and m arket s hare.

Problem Statem ent UK consum ers have little awarenes s of Cuticura as a brand. Therefore, consum ers have little unders tanding of the brand’s unique s elling point.

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1 . THE SITUATION – FOCUS ON THE HERO PRODUCT

Whole product range

8

hour

Hero Product

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2 . THE CAMPAIGN AT A GLANCE

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2 . THE CAMPAIGN AT A GLANCE

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2 . THE CAMPAIGN AT A GLANCE

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3 . SECON D ARY RESEARCH 3 .1 IN TERN AL EN VIRONMEN T Cu ticu ra Cuticura established 1865 in the United States Brand has a strong heritage in hygiene products Keyline Brands acquired Cuticura early 1990s One of the first brands to introduce hand sanitisers into the UK market No. 1 hand sanitiser in 2010 and 2011 Qu ality o f pro du cts an d pe rfo rm an ce High quality products Hand serum received “Pure Beauty Silver for Best Hand Care Launch” (voted by consumers) Nich e

Market-leading technology: 8 hour protection claim Triclosan and Paraben free (triclosan may act as an endocrine disruptor and can interfere with normal hormonal development and activity, especially in important times of development such as early childhood and pregnancy) Cuticura hand wash: 3 hour protection claim, exceeding competitors Luxury scents: lime and bamboo, ginger and Manuka honey, black pepper and pomegranate Hand serum- affordable price point, great value at £2.49 RRP for 50ml, or £3.79 RRP for 200ml

Figure 1: Logo (Source: Cuticura)

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3 .1 IN TERN AL EN VIRONMEN T In tern al im pedim en ts Cuticura has unclear organisational identity The organisation does not clearly communicate its brand proposition Inconsistent branding across the US and UK divisions

Ethical bas is Cuticura is a consumer-centric company: the consumer's health is the upmost priority Must uphold promise to consumer that it kills 99.99% of bacteria, and provides up to 8 hours protection (serum) Unlike similar companies, Cuticura does not give any indication/disclaimers that product might not work, such as by using an asterisk (*) or saying it “may” kill 99.99%, which must mean that they are extremely confident in the strength of their products’ claims. Website gives detailed instructions on how to use products and prevent germs spreading, as well as tips for practising good hygiene. The website also provides a detailed explanation of HOW the products work

Figure 2: 8 hour touch protection (Source: www.cuticura.co.uk)

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3 .2 PUBLIC ENVIRONMENT Visibility Over the years, Cuticura has developed an extensive line of skincare products. In 2010 and 2011, the brand was recognized as the No.1 choice for hand sanitiser in the UK. However, little brand awareness extends beyond its target audience. Research showed that consumers had little understanding of what differentiated the brand from its competitors. Consumers found Cuticura’s products adoptable due to the portable size and aesthetically pleasing qualities of the bottle design. The hand sanitiser was also a useful alternative if there was no water and soap available. Reputation Cuticura’s identity emphasises the technical and safeguarding qualities of its product balanced with a caring and supportive tone. This reaffirms the brand’s expertise in the hand hygiene market, and establishes a platform which the brand can use to extend its category reach.

Cuticura has won the Silver in the ‘Best Hand Launch 2012’ for their revolutionary Anti-Bacterial Hand Serum. Based on GoodGuide’s research, Cuticura’s laboratories were given an environment and a society rating out of 10. Cuticura’s health index:

Trust Worthiness of Cuticura’s website:

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3 .3 EXTERNAL ENVIRONMENT

Quick facts abou t th e Extern al En vironm ent:

Use o f So cial Media:

Around 2 7 m illion adults subscribe to the philosophy that s om e germ s can be go od fo r you In 2008, 3 0 m illion adults suffered from colds , driving demand for antiviral remedies Increas ing num ber of travellers and festival goers High num ber of m um s due to high birth rate (1.98) in the UK Growing primary target group Almost 5 m illion wom en, compared to 3 million men, have bought s anitis ers in the 12 months leading up to May 2009 Hand sanitisers positioned as acces s ible luxury So cial m edia is an important part of consumers’ ‘purchasing journey’: browsing, purchasing and post-purchasing (see graphs on the right)

Current numbers prove an extensive us e of so cial m edia. Additionally, 3 .9m m um s around the world blog.

Sources: Deloitte 2012; Mintel 2009; Mintel 2013; your-socialmedia.pro 2013

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3 .3 EXTERN AL EN VIRON MEN T

Th e Marke t Slow but steady growth in the market sector Increasing value of Hand Wash Market (ÂŁ120.4m +6.2%) However, decreasing value of hand sanitiser market (ÂŁ9.8m -6%) Women remain key target for antibacterial products Dreary economic climate Fast moving consumer goods (FMCG) sector adversely affected by recessions Increasing popularity of own label brands Sources: Deloitte 2012; Mintel 2009; Mintel 2013

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3 .4 MAIN COMPETITORS

Primary and secondary research identified three main competitors:

Carex ‘Always handle with Carex’ Market Position: No.1 Protection Claim: Up to 2 hours Market share grow of 4% over last year Education campaign Constant price promotions

Dettol ‘Mission for Health’ Claiming to be the world's leading brand of antiseptic Products relevant to modern lifestyles Family-friendly positioning

Radox ‘Helping people unwind for more than a century by creating therapeutic blends of natural ingredients’ Focus hand washes than sanitiser Emphasise “natural cleaning power”

Sources: Companies’ Websites; Mintel 2009; Primary Research

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3 .5 PRIMARY T ARGET GROUP Fem ales , 2 8 -4 5 years

Most likely to be p rim ary care givers children

Pre-Familiy Expecting & New Mums Family Mums

Six in ten prepare m eals fro m s cratch

5 m illio n wo m en , compared to 3 million men, have bought on-the-go hand sanitisers in the 12 months to May 2009

Women with young children aged 0-4 in the household are m o s t likely to be bo th ered by bacteria

Have lo w bran d awaren es s

Main s h o p per household

the of

in

the

Carryin g h an dbags increases the likelihood of using po rtable an tibacterial p ro du cts such as hand sanitisers and wipes

Sources: Mintel 2009; Primary Research

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3 .6 S ECON D ARY T ARGET GROUP

Travellers & Fes tival Go ers , B, C1 an d C2

British travellers m o re adven tu ro u s

12% of UK adults atten ded a m us ic fes tival in the past year.

become Have lo w bran d awaren es s

Sun seeking Brits head to In dia, Th ailan d, Au s tralia an d th e UAE

Bu rm a is the fastest growing destination for UK travellers (+125%) - a place with p o o r hygien e s tan dards .

Festival goers are most likely to be m ale, with a strong bias towards the 1 5 2 4 -year-o ld age group

88.5% would buy h an d s anitis ers fo r travellin g

Sources: Mintel 2012; Primary Research; Travel Trends Report 2012

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4 . PRIMARY RESEARCH 4 .1 PRIMARY TARGET GROUP The Survey – Mothers 60 Mothers Aged 20-63

_The surveys revealed that 8 7 %of respondents use hand sanitiser, with 4 9 %of them using it occasionally and 3 1 % using it as often as possible _7 5 %of mums were happy for their kids to use hand sanitiser _There was low brand awarenes s , with only 1 2 % of the mums aware that Cuticura offered hand sanitising products, compared with Carex (3 6 %), Dettol (2 8 %) and Radox (1 6 %).

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4 .1 PRIMARY T ARGET GROUP Reas o n s fo r pu rch as in g h an d s anitis er:

ÂŁ

The top 3 ranked influential reasons for purchasing hand sanitiser were price (5 4 %), duration of the antibacterial properties (2 7 %) and skin tolerance (1 9 %).

When asked which channel they would prefer to receive information about Cuticura’s products, the top 3 choices were advertisement (4 5 %), magazines (3 5 %) and Facebook (2 0 %).

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4 .1 PRIMARY T ARGET GROUP Fo cu s o n h ero pro du ct

7 1 %o f m um s also agreed that the long-lasting duration of the 8 hour serum would encourage them to purchase the product.

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4 .2 SECONDARY TARGET GROUP

The Survey – Students 50 Students Aged 18-38 _7 3 % currently use hand sanitiser, with 6 3 % using it occasionally, 2 2 %as often as possible _The survey revealed that hand sanitiser use was most common after visiting the toilet (3 5 %), followed by public transport (2 7 %) and before meals (1 9 %) _Again there was extremely low brand awareness, with Dettol and Carex the most well-known at 33 % and 3 1 % respectively, followed by Radox at 2 3 %. Cuticura brand awareness was only 6 %, which supports the goal that Cuticura needs to focus on raising brand awareness among the target audiences

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4 .2 S ECON D ARY T ARGET GROUP

Reas o n s fo r pu rch as in g h an d s anitis er:

ÂŁ

Similar to results from the mum-survey, the top 3 ranked influential reasons behind purchasing decisions regarding hand sanitisers was price (5 6 %), duration of anti-bacterial properties (2 3 %) and the use of natural ingredients (2 1 %).

Students and travellers preferred the same channels of receiving information about Cuticura’s products, with advertisement at 4 3 %, magazines at 3 5 % and Facebook at 2 2 %.

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4 .2 SECONDARY TARGET GROUP Key insight:

8 8 % of the secondary target group would purchase hand sanitiser before travelling, which supports the team’s choice of tactics.

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5 . SWOT-ANALYSIS Strengths

Weaknesses

_Sector “health and protection” (something good in itself) Cuticura products protect against germs and diseases _Sanitising always important to prevent illness/infections (every time, everywhere) _8 hour serum = 8 hour protection (unique) _Hand serum = alcohol-free and triclosan-free _Products have an affordable price especially appealing in current economic climate _Products with innovative/appealing fragrances

_Low brand awareness: There lacks an understanding of the product range and the benefits it offers _Low perceived USP _Only receives attention during crisis (swine flu etc.) Irregular use of products _Could cause adverse reactions & immunotoxicity _Also kills ‘good’ bacteria on our skin _Lack of emotional engagement also a chance ( caring brand) _Products only tested on unanimated surfaces

_Latent topic increased awareness could result in better understanding of the importance behind hand hygiene _Increasing number of travellers _Increasing number of festival goers _Not many direct competitors _Consumers seek ‘health and wellness products that have credible and actionable benefits’ _‘Cultural feeling that cleanliness is an obligation’ (Mintel 2012) _In 2008, 30 million adults suffered from colds, driving demand for antiviral remedies _The number of households using liquid soap grew by 1.6 million between 2007 and 2008 to 22 million

_Britain may be entering a triple dip recession _Sanitising could be connected with ‘obsessive/neurotic’ behaviour _Strong competitors who have far greater brand awareness _Decline in hand sanitiser market _Market is highly price sensitive _Consumers switch between brands frequently low brand loyalty _Around 27 million adults subscribe to the philosophy that some germs can be good for you (Mintel 2009) _Consumer cynicism surrounding efficacy of antibacterial products: 3.2 million adults do not believe that antibacterial products are any better than standard products (Mintel 2009) _Many antibacterial products claim to kill 99.9% of germs, although such a high level of efficacy may deter the sceptics _Increasing popularity of own brand labels - perceived as more affordable

Opportunities

Threats

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6 . OVERVIEW – STAKEHOLDER MAP

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6 .1 STAKEHOLDER MAP – STATUS QUO

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6 .2 STAKEHOLDER MAP – DESIRED SITUATION

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7 . TACTICS BRAND MASCOT – CUTI THE CARER Corporate brand m as cot To make Cuticura products more appealing to children, the team proposes the mascot, ‘Cuti the Carer’. The friendly superhero will become an integral part of the Cuticura brand. As a distinctive brand identifier, Cuti the Carer could appear across all corporate media channels (e.g. Website, Social Media Channels, etc.) and publications (e.g. brochures, flipbooks, videos see Tactics). The brand mascot could also enhance the campaign’s use of storytelling to engage consumers. He could be the perfect protagonist in the viral virus videos, in which he educates children about using (Cuticura’s) antibacterial products in an entertaining way. Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people by targeting Aim s to: different senses: feel, smell, seeCuticura _Raising brand awareness Perception of Cuticura as a _Create a distinctive brand identifier caring brand _Appeal to children _Educate children _Utilise storytelling _Humanise the brand _Be recognised as a caring brand

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7 .1 VIRAL VID EO A series of viral videos will be created to engage children and their mothers with the Cuticura products. Each video is designed to last for approximately 20 seconds in order to maintain the children’s attention. The videos will be stop motion (a type of animation shot in single frame in which still objects appear to be moving). Germs are the antagonists who are plotting world domination, while the protagonist would be Cuti the Carer using the 8 hour hand serum. Cuti would be modelled after the image of Superman, whose main mission is to protect the world against germs. The videos will have different plots with the common theme of showcasing the benefits of the 8 hour serum. To have a consistent location of hosting published videos, a corporate Youtube channel, which can be embedded on Cuticura’s website, will be installed.

Aim s to: _Increase emotional engagement _Position the brand as expert/No. 1 choice in hand sanitiser

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7 .1 VIRAL VIDEO

To cause viral effects, published content has to meet requirements as outlined on the graphic on the right. As the video targets mums and their children, Cuticura will concentrate on the more suitable categories ‘Funny’ as well as ‘Very Helpful & Unique’.

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7 .1 VIRAL VIDEO

Publishing Viral Video

Sending it to top m um bloggers (early adopters , o pinion leaders )

Share it, m ake it viral

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7 .2 BRAN D A MBASSAD ORS Brand ambassadors are an essential tool as they humanise the brand and give it a face, and offer the chance for the target demographic to identify with Cuticura. The team believes that The using aHyde range of mothers as brand Park, London (7.2 millionambassadors residents) will help us to achieve this. Can

Everyday m um s The Cuticura Mum of the Year will also be a brand ambassador (see 7.6) This will help to position Cuticura as an accessible brand that is an integral part of everyday life

Celebrity m o th er Celebrity mothers will raise the profile of the brand and increase media coverage, and our first choice is Holly Willoughby. Holly Willoughby was voted top maternal role model in 2012 and continually tops popularity polls among women.

Medical pro fes s io n al In order to increase product credibility, Interfreshional PR recommends a brand ambassador who is both a mum and works within the medical profession. Healthcare professionals are a recognised source of advice and are highly influential in consumers’ decisions (Deloitte 2012) Two potential ambassadors are Dr. Ellie Cannon and Dr. Lisa Ackerly (see Appendix 7) Both women are practising General Practitioners and mothers.

Figure 3: Holly Willoughby (Source: www.desibucket.com)

Aim s to: _To enhance Cuticura’s credibility as a manufacturer of hand sanitisers _To generate further media coverage _To generate more positive attitudes towards Cuticura products amongst target audiences

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7 .3 COLLABORATION : CHARITY O RGANISATION S Partnering with a charity can help enhance Cuticura’s image as a caring brand, as well as increase brand recognition and favourability among the general public. Cuticura’s primary target population consists of mums. Therefore, the team recommends charities that support children with either Barnardos or Save the Children suggested as potential partners. Both charities are widely recognised throughout the UK.

Aim s to: _Enhance brand image as caring _Increase brand recognition _Increase emotional engagement with Cuticura Figure 4: Charity (Source: www.ahigherbranch.com)

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7 .4 MICROSITE Microsites will guarantee that we reach both ranges of our target groups and communicate effectively with them. The microsites will contain customised content for each specific audience. Aim s to: Mothers For example, for the mothers we would provide rainy day activities, quick lunch box ideas and a list of family-friendly events around the UK.

_Increase brand awareness _Drive traffic to the Cuticura website _Strengthen relationships with target audience

Travellers The travellers would be able to access travel tips and useful phrases, as well as the top 3 sites to see when traveling in specified countries (e.g. India, Thailand). The microsites would tie-in to Cuticura and contain links to the homepage/official webpage.

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7 .5 CUTICURA ’S MUMS ’ CLUB The team proposes that Cuticura sets up an online community for mothers to join. Plusnet conducted a recent survey of 3,300 mothers across the UK, which revealed that 82% of mothers rely on the Internet for parental advice and 25% consider themselves as ‘networking mums’ (those who regularly use social networks). 50% of the mothers surveyed also said they liked the fact that they could have ‘adult conversations’ with peers online without leaving the house. The community would be accessed through the microsite that is designed specifically for mothers. Forum ideas within the community could include topics such as ‘Parenting Tips’, ‘Recipes’ and ‘Family Activities’ etc. The link to Cuticura would be evident as the branding will be clear on the web community, and any relevant events/competitions would be advertised.

Aim s to:

Figure 5: The Mum's Club (Source: www.funkademia.net)

_Increase brand awareness _Create emotional engagement with target audience

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7 .6 MUM OF THE YEAR A WARD Cuticura will hold a national competition celebrating mums. Any mum who has contributed to their family, friends or local community are eligible for the competition. Mums are nominated by their friends and family, with the polls open until 25th November 2013. The top ten nominees are chosen by a panel of Cuticura representatives and revealed on 9th December 2013. There are then 6 weeks during which the general public is able to vote on a winner using either the Facebook page or official Cuticura ‘Mum of the Year’ homepage. The mum who receives the highest number of votes will be announced as the winner on 20th January 2014. The prize is a spa date for two from a choice of 13 locations around the UK and the opportunity to be brand ambassador for Cuticura for a year. Press releases in print media as well as announcements through the social media platforms will generate coverage. Cuticura currently sponsors the Beyond the Call of Duty award, one of the Big Heart Awards. Their involvement with the Mother and Baby Big Heart Awards provides justification for the proposed ‘Mum of the Year’ awards. The team has decided to reveal the winner on Blue Monday, 20th January 2013, to create excitement on ‘the most depressing day of the year’.

Figure 6: Caring Mum (Source: www.forum.z4ar.com)

Aim s to :

_Build relations with the target and general public _Generate online traffic _Increase brand awareness _Increase emotional engagement

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7 .6 MUM OF THE YEAR AWARD

Po s ter To raise awareness of the Cuticura ‘Mum of the Year’ Award as well as drive traffic to the company’s (micro-)site, posters will accompany the voting. The posters will be presented throughout the biggest cities in the UK.

Aim s to: _Promote ‘Mum of the Year’ Award _Increase brand awareness _Build up/strengthen relationship with primary target group _Being perceived as a caring brand _Drive traffic to website

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7 .7 O FFLIN E MED IA Overview The campaign will target offline media outlets and social media. The team recommends that Cuticura places more emphasis on obtaining coverage in newspapers and magazines. The primary research shows that Cuticura’s target audiences prefer to receive information about brands through newspapers and magazines (see Appendix 2.3.1).

Radio an d Televis io n The campaign will also focus on obtaining mentions on regional and national radio stations and television programmes that the target audiences frequent e.g. This Morning.

Prin t Media The campaign aims to obtain news coverage in newspapers and magazines, with a focus on magazines that target mothers. The team will pitch stories that emphasise the products’ benefits and USP. Stories will also focus on the campaign’s promotional activities such as Cuticura’s ‘Mum of the Year’ awards. Each media outlet will receive a press kit containing a press release and samples of the hand serum and antibacterial hand wipes.

Figure 7: Offline Media (Source: http://www.gesrecycles.com)

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7 .8 ONLINE MEDIA So cial Media The team aims to engage the support of mums social networks and influential ‘Mum bloggers’. The objective is to increase brand awareness and emotional engagement. Secondary research shows that parenting social networks and mum blogs are highly influential sources of information for the primary target group. Tots 100’s 2012 Parent Blogger Benchmark Survey shows that 50% of women surveyed have bought a product on the recommendation of a parent blogger. They also receive high levels of Internet traffic e.g. Mumsnet receives 8 million visits/month. Blogger outreach The team aims to connect with the most influential ‘Mum bloggers’. Forming positive relationships with online influencers will help to increase emotional engagement and brand awareness for Cuticura. The team has chosen three of the most influential blogs listed on The Tots 100 index for February 2013. Blogs were ranked according to their popularity, engagement and influence.

Bloggers will also be asked to review the products or write sponsored posts after receiving product samples. Since these blogs are trusted sources of information, positive reviews will help enhance the brand’s credibility. Thus they will help to generate more sales for the brand and increase its market share. Student webs ites To engage with students, the team will target influential student websites such as The Student Room. The team will also ally with influential travel blogs (see Appendix 9.2). Facebo ok and Twitter The team will optimise the existing Facebook account and Twitter handle. The campaign will post rich and dynamic content to strengthen links with Cuticura’s online community and encourage brand loyalty. Aim s to: _Increase brand awareness _Enhance brand loyalty

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7 .9 FACEBOOK COMPETITION : “A N EW FRAGRAN CE FOR KID S” To create a higher level of interaction with the primary target group, the campaign will run a Facebook competition that includes crowd sourcing. Mothers will be asked to suggest a fragrance for the 8-hour serum that is suitable for (their) children. The team believes that the serum is an appropriate focus for the competition, as it is alcohol-free and therefore appropriate for young children. Secondary research suggests that crowd sourcing can encourage high levels of participation. In addition, a recent research study showed that50% of mothers surveyed ‘like’ brands on Facebook to enter competitions. Thus, competitions are a proven way of incentivising the target audience to engage with Cuticura.

The deadline for entry will be 20th May 2013.Cuticura will filter the entries to prevent the publication of non-serious responses. After 22nd May 2013, the wider public will be able to vote for the entries on the Cuticura website. The poll will be open for one month to facilitate a high level of participation. Cuticura will announce the winning proposal on 7th June 2013. The winner will receive a cash prize of £5000 and a year’s supply of Cuticura products. These prizes will incentivise participation.

Aim s to:

The first competition will take place from May until June 2013. The team will promote the competition by targeting popular mummy bloggers and forums (see Appendix 9.3) one week in advance. Press releases will be sent to local and national journalists.

_New product development _Increase brand awareness amongst target groups _Being perceived as a child-friendly brand _Strengthen relationships with target groups _Drive traffic to Cuticura social media channels and website; increase viral reach _Generate media coverage (incl. blogs)

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7 .1 0 ROADSHOW The roadshow aims to target families, especially (pre)mums. The events will take place in five big cities in the UK (see figure 8): Hyde Park, London (7.2 million residents) Cannon Hill Park, Birmingham (992,000 residents) Queens Park, Glasgow (560,000 residents) Endcliffe Park, Sheffield (512,000 residents) Sefton Park, Liverpool (440,000 residents) Reasons for the chosen locations: Large populations, with potential for a high reach Family-friendly environment The roadshow includes: A truck that travels to the outlined destinations. Different stalls: _Experiment stalls: Children as well as mums can experience Cuticura hand serum – “Smell and feel Cuticura” _Stalls that show video about germs (see Viral Video) _Bloggers who will report on the roadshow and who are contact persons for mums _Dr. Lisa Ackerley demonstrates good hand hygiene for children in combination with the 8-hour serum _Ambassadors who have the possibility to come in contact with interested mums (see Ambassadors) _Charities that cooperate with Cuticura (see Charities)

Figure 8: Chosen destinations for the roadshows

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7 .1 0 ROADSHOW _Raffles available for the whole family _Face painting for children _Physical activities: i.e. egg and spoon race, three legged race _Bouncy castle _Large helium balloon is set up (with a Cuticura logo on it) to raise people’s attention _Public toilets will be available _Food stalls will be available Possible sponsors _ The Co-operative _Walls These sponsors were chosen because they align with Cuticura’s brand values. At the roadshows, people will have the opportunity to nominate mums for the ‘Mum of the Year’ award (see Mum of the Year). A press release will inform offline media about the event and include more information about activities taking place during the roadshow. Local and national journalists will be invited to the event to increase coverage.

The roadshow is scheduled for the summer months starting in June and ending in August from 11am to 3pm. In case of bad weather a large tent will be provided.

Aim s to: _Create a sensory experience of Cuticura products, especially the 8 hour serum (fun) _Inform people by targeting different senses: feel, smell, see Cuticura _Raise brand awareness Create perception of Cuticura as a caring brand

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7 .1 1 FLIPBOOK The flipbook features a short story about a germ that wants to rule the world. In the end, the germ gets stopped by the Cuticura hand serum, which protects children and mums from bacteria, infections and disease. Children will be able to colour the flipbook in themselves. It will be distributed as an amusing give-away to children during the roadshows.

Aim s to: _Provide an enjoyable and light-hearted way in which children can learn about germs and its effect on their health _Build perception of Cuticura as a caring brand Figure 9: Example flipbook (Source: http://www.mammasonica.org)

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7 .1 2 SPECIAL EVENT – CUTICURA SURVIVAL PACKAGES To increase brand awareness amongst outlined target groups, Cuticura will conduct a special event at Europe’s busiest airport: Heathrow Airport. On Wednesday, 24thJuly 2013, which is the first day of UK school summer holidays, Cuticura will hand out 10,000 ‘survival packages’ to tourists travelling to exotic destinations departing from terminals 3 and 5. This event will also take place during the following two weekends ( 30,000 ‘survival packages’ in total). The ‘survival packages’ will be distributed outside of the relevant gates to waiting passengers. Research indicates that British travellers become more adventurous when jetting off to countries such as Burma, Lithuania and China. As hygiene standards vary around the world, Cuticura wants to provide travellers with samples of the Cuticura product range to ensure that they can enjoy their adventure without worrying about infections or becoming ill. Both families and young travellers will be targeted. However, young travellers (secondary target group) will be the main focus, as they are more likely to partake in adventurous trips to exotic locations (e.g. gap years).

As a special feature, themed postcards with useful tips and phrases about the travellers’ destinations (for all continents) will be included. The information provided varies from must-see sights and local events to average beer prices in the country. Whenever possible, information will be linked to occasions where the use of Cuticura might be advantageous. However, it is important to note that the postcards are meant to be a useful service for travellers rather than purely a promotional tool. All cards will refer to the proposed microsites, which can be visited to get more information. A corresponding QR-Code as a short link for smart phones or tablets will be integrated as well. This will help generate more traffic to the Cuticura website. A press release will inform offline media about the event, including more information about travelling with Cuticura.

Aim s to:

The ‘survival packages’ will be allocated in PVC cosmetic bags and contain the following samples: Cuticura 8 hour serum (“for longer adventures outside”) Cuticura hand sanitiser (“if there is no running water available”) Cuticura hand wash (“it’s always best to wash hands, if possible”)

_Create higher brand awareness amongst target groups _Being perceived as a caring brand _Build up/strengthen relationships with target groups _Drive traffic to Cuticura website _Generate media coverage

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8 . TIMETABLE FOR TACTICS

2013-2014

May

Jun.

Jul.

Aug.

Sep.

Oct.

Nov.

Dec.

Jan.

Feb.

Mar.

Apr.

May

Brand Ambassadors & Charity Collaboration Microsite Facebook Competition Mum of the Year Social Media Offline Media Roadshow Special Event Viral Video Cuticura Mums‘ Club Client Meetings

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9 . EVALUATION The brief outlines goals to increase brand awareness, educate consumers and position Cuticura as the expert in protecting family health. The target demographic consists of mothers and pre-mums. The secondary target demographic consists of travellers and festival goers. In order to achieve these goals, Interfreshional PR has proposed the following strategies over the period of a year:

The main event is the Cuticura Roadshow, which will take place at five locations during the summer holidays. Promoted as ‘family fun days out’ Generate positive attitudes towards the brand and educate consumers about the benefits derived from the products, with special emphasis on the 8 hour serum.

The team has chosen brand ambassadors that align with the campaign’s objectives. Celebrity mother ambassador will provide a news hook to help generate widespread coverage Representative of the medical profession will enhance the products’ credibility An ambassador who is Cuticura’s ‘Mum of the Year’ will give accessibility to the brand.

During the first three weeks of the summer holidays, 30,000 survival packages will be distributed in Terminals 3 and 5 at Heathrow Airport. Contain postcards with information about popular holiday destinations and Cuticura product samples. Directed towards secondary target group and help build stronger relationships with this group. Dedicated microsites for mothers and festival goers will be established.

Cuticura’s ‘Mum of the Year’ will encourage the target audience to engage with the brand on an emotional level Nominate a mother who is worthy of recognition Spa voucher for two (prize) increases goodwill towards the brand. Interfreshional PR proposes that the brand establish the Cuticura Mums Club, an online community for mothers where they can discuss topics of interest Cuticura will be prominent within the community, increasing brand awareness.

Facebook competitions will take place throughout the year which aims to generate conversations about the brand and drive traffic towards Cuticura’s website and social media platforms. One example will crowd source a new ‘child-friendly’ fragrance for the 8 hour hand serum. The winner will receive a cash prize.

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9 . EVALUATION Cuticura will partner with Barnardos to enhance Cuticura’s image as a caring brand. Viral videos and flipbooks will be created to engage with the target audience. A range of media outlets and influential mum bloggers will be targeted. Customised press packs and invitations to the roadshows will be sent out to generate media coverage. In order to measure the success of the campaign, we will use a number of indicators to measure whether objectives have been achieved. Google analytics to measure increase to the Cuticura website Surveys that measure brand awareness among the target audience News monitoring to assess the amount of media coverage that is generated Social media metrics to evaluate strength of online presence Measure ROI in order to assess the campaign’s overall success Regular meetings with the client will keep them informed about the progress of the campaign.

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1 0 . FURTHER RECOMMENDATIONS The team suggests further recommendations that Cuticura could implement after May 2014, which the current time and budget did not allow for. 2 new locations proposed for the roadshows in 2014 Public able to suggest and vote for their preferred location using Facebook, microsites and Cuticura website Would drive online traffic and increase emotional engagement, as well as generate media coverage

E-games for children Created by university students Raise brand awareness and allows public to experience the brand Educates the public

Special emphasis on public transport users ‘Survival packs’ handed out in busy tube/train/bus stations during ‘cold and flu’ season Raise brand awareness and position it as the expert within the field

Lobbying Department of Health Collaborate to create programme which highlights benefits of hand hygiene Set the agenda and therefore increase brand awareness and position it as the expert within the field Would generate media coverage

Include carers in the target group Individuals who work in care homes, hospitals, nurseries etc. Raise brand awareness and increase market potential

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APPENDIX

Lots of Love 1. 2.

3.

4.

5.

PESTLED Analysis Primary Research 2.1 Questionnaire for Mums 2.2 Questionnaire for Festival Goers and Travellers 2.3 Data of Primary Research 2.3.1 Data of Questionnaires for Mums 2.3.2 Data of Questionnaires for Festival Goers And Travellers Forms: 3.1 London Event Application Form 3.2 Liverpool Event Application Form 3.3 Sheffield Event Application Form 3.4 Birmingham Event Application Form 3.5 Glasgow Event Application Information Heathrow Airport Event 4.1 Basic Information of Heathrow Airport 4.2 Heathrow Advertising Information 4.3 Contact Information Mum of the Year Award 5.1 Application Form 5.2 Spa Prize Information 5.3 Poster

6. 7. 8. 9.

10.

Press Release Example Brand Ambassadors’ Profiles Postcard Designs Media Relations 9.1 National Newspaper (HealthCare Section) 9.2 Traveller Magazines and Blogs 9.3 Mum Blogs 9.4 Mum Magazines 9.5 London Regional Media 9.6 Sheffield Regional Media 9.7 Birmingham Regional Media 9.8 Liverpool Regional Media 9.9 Glasgow Regional Media Budget 10.1 Total Budget 10.2 Source information of prices


APPENDIX

1.

PESTLED An alysis Lots of Love

Political •Liberal democracy, which allows uncensored advertising •Conservative Party supportive of businesses • Conservative Party strongly supports NHS’ ‘Wash Your Hands’ campaign, reinforcing the importance of hand hygiene •Weakening position for Great Britain in a changing world Econom ic •Rating agency, Moodys, downgraded Great Britain from AAA credit rating to Aa1 rating •Great Britain may be entering a triple dip recession •Declining value of the pound increases the price of imported goods such as oil (The Economist, 2012). This may have an impact on consumer spending, lessening demand for Cuticura’s products •Inflation is rising faster than average British wages, which have risen by 2% per year. • Women are the primary drivers of purchasing decisions. Women are primary buyers of goods and services. Hence Cuticura’s communications must gain the support of female consumers.

So cial • Increasing numbers of women who work and assume primary responsibility •Women are primary buyers of goods and services • ‘Multi-minding women’- women like Varma are “multiminding,” a newly coined buzz phrase that describes the process of simultaneously thinking about various things (Gogoi in BusinessWeek online 2005). Women aged 25-54 must simultaneously deal with many aspects of their lives, such as caring for children, working, domestic and personal responsibilities. This change may make it difficult to communicate to women.

Technological • Rapid growth of digital media- 9/10 British adults have Facebook accounts. • Brands are using social media platforms to engage with stakeholders. • Millennials (people aged 18-34) are enthusiastic users of technology •84.1% of the UK population uses the Internet


APPENDIX

2. Legal

Lots of Love

• Cuticura required to follow the Cosmetic Products Safety Regulations (2008) • Cuticura is legally required to keep its packaging to a minimum •Changes to European cosmetic legislation framework will be implemented in July 2013. The new EC regulation contains requirements for central notification, revised safety assessment reports, revised labelling, new obligations on the distribution chain and monitoring and reporting SUEs

Environm ental • Businesses expected to embed sustainable practices throughout the value chain: •Consumers increasingly demand products that are ‘good for the planet’: minimal and biodegradable packaging, easy rinse products. •Cuticura

Dem ographic •7.8% of the UK population is unemployed

Prim ary Re search 2 .1

Ques tionnaire for Mum s


APPENDIX 2 .2

Lots of Love

Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people by targeting different senses: feel, smell, seeCuticura _Raising brand awareness Perception of Cuticura as a caring brand

Ques tionnaire for Fes tival Goers and Travellers


APPENDIX 2 .3

Lots of Love

Data of Prim ary Res earch 2 .3.1 Data of Ques tionnaires for Mum s

Figure 1

Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people by targeting different senses: feel, smell, seeCuticura _Raising brand awareness Perception of Cuticura as a caring brand

Figure 2


APPENDIX

Lots of Love

Figure 3 Figure 5

Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people by targeting different senses: feel, smell, seeCuticura _Raising brand awareness Perception of Cuticura as a caring brand

Figure 4

Figure 6


APPENDIX

Lots of Love

Figure 7

Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people by targeting different senses: feel, smell, seeCuticura _Raising brand awareness Perception of Cuticura as a caring brand

Figure 8

Figure 9


APPENDIX 2 .3.2 Data of Ques tionnaires for Fes tival Goers and Travellers

Lots of Love

Figure 1 Figure 3

Goals : Education and Brand Awarenes s Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people byof targeting different (fun) senses: feel, _Personal experience Cuticura products smell, seeCuticura _Informing people by targeting different senses: feel, _Raising brand awareness Perception of Cuticura as a smell, seeCuticura caring brand _Raising brand awareness Perception of Cuticura as a caring brand

Figure 2

Figure 4


APPENDIX

Lots of Love

Figure 7 Figure 5

Goals : Education and Brand Awarenes s Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people byof targeting different (fun) senses: feel, _Personal experience Cuticura products smell, seeCuticura _Informing people by targeting different senses: feel, _Raising brand awareness Perception of Cuticura as a smell, seeCuticura caring brand _Raising brand awareness Perception of Cuticura as a caring brand

Figure 6

Figure 8


APPENDIX 3. 3 .1

Lots of Love

Figure 9

Goals : Education and Brand Awarenes s Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people byof targeting different (fun) senses: feel, _Personal experience Cuticura products smell, seeCuticura _Informing people by targeting different senses: feel, _Raising brand awareness Perception of Cuticura as a smell, seeCuticura caring brand _Raising brand awareness Perception of Cuticura as a caring brand

Figure 10

Form s : London Event Application Form


APPENDIX 3 .2

Lots of Love

Goals : Education and Brand Awarenes s Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people byof targeting different (fun) senses: feel, _Personal experience Cuticura products smell, seeCuticura _Informing people by targeting different senses: feel, _Raising brand awareness Perception of Cuticura as a smell, seeCuticura caring brand _Raising brand awareness Perception of Cuticura as a caring brand

Liverpo ol Event Application Form


APPENDIX 3 .3

Sheffield Event Application Form

3 .4

Birm ingham Event Application Form

Lots of Love

Goals : Education and Brand Awarenes s Goals : Education and Brand Awarenes s Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) Goals : Education and Brand Awarenes s _Informing people byof targeting different senses: feel, _Personal experience Cuticura products (fun) smell, seeCuticura _Informing people byof targeting different (fun) senses: feel, _Personal experience Cuticura products _Raising brand awareness Perception of (fun) Cuticura as a smell, seeCuticura _Informing people byof targeting different senses: feel, _Personal experience Cuticura products caring brand _Raising brand awareness Perception of Cuticura as a smell, seeCuticura _Informing people by targeting different senses: feel, caring brand _Raising brand awareness Perception of Cuticura as a smell, seeCuticura caring brand _Raising brand awareness Perception of Cuticura as a caring brand

3 .5 Glas gow Event Application Inform ation Address: 520 Langside Road, Glasgow G42 9 Telephone: 0141 287 5108 Website: http://www.glasgow.gov.uk


APPENDIX 4 . Heathrow Airport Event 4 .1 Bas icLots Inform ation about Heathrow Airpo rt of Love Heathrow Airport has been selected as the location for the Special Event because it handles high volumes of passenger traffic (see Figure 1). It is located in the London borough of Hillingdon. •Heathrow is the busiest airport in the United Kingdom and the third busiest airport in the world (as of 2012) in terms of total passenger traffic. •The airport handles more international passengers than any other airport around the globe. •It is also the busiest airport in the EU by passenger traffic Goals : Education and Brand Awarenes s •Heathrow is the: Education primary hub British Airways and the Goals and for Brand Awarenes s Goals : Education and Brand Awarenes s primary operating base for Virgin Atlantic Airways. _Personal experience of Cuticura products (fun) _Informing people byof targeting different (fun) senses: feel, _Personal experience Cuticura products Favoured smell,Destinations seeexperience Cuticura _Informing people byof targeting different (fun) senses: feel, _Personal Cuticura products _Raising brand awareness Perception of Cuticura as a smell, see Cuticura _Informing people by targeting different senses: feel, •Of_Raising Heathrow's 69 million passengers in 2011, 7% were bound caring brand brand awareness Perception of Cuticura as a smell, see Cuticura caring brand brand awareness Perception of Cuticura as a for_Raising UK destinations, 41% were short-haul international caringand brand travellers 52% were long-haul. •According to BAA, the number of passengers using the airport reached a record 70 million in 2012.

Proposed terminals: The team proposes to hold the special event in Terminals 3 and 5. Relevant statistics: Terminal 3 43 airlines and approximately 15.5 million passengers use this terminal. Terminal 5 T5 welcomes 70 million passengers each year. Figure 1


APPENDIX Contact Inform Lots of ation: Love Address: Heathrow Point West, 234 Bath Road, Hayes, Middlesex, UB3 5AP Information: +44 (0)870 000 0123 Arrivals: +44 (0)870 000 0123 Lost property: +44 (0)208 745 7727 Fax: +44 (0)20 8745 6266 E-mail: via the website Website: www.baa.co.uk Heathrow Airport Telephone Numbers Information Desk +44 (0)870 000 0123 Goals :897 Education Police +44 (0)208 7444 and Brand Awarenes s Goals : Education and Brand Awarenes s Goals : Education and 910 Brand Awarenes s 010 9000 Customs and Excise +44of(0)208 3744 or(fun) 0845 _Personal experience Cuticura products Goals : Education and Brand Awarenes s (+44 2920 501 261 outside UK). _Informing people byof targeting different (fun) senses: feel, _Personal experience Cuticura products smell, seeexperience Cuticura _Informing people byof targeting different (fun) senses: feel, _Personal Cuticura products _Raising brand awareness Perception of (fun) Cuticura as a smell, see Cuticura _Informing people byof targeting different senses: feel, _Personal experience Cuticura products caring brand _Raising brand awareness Perception of Cuticura as a smell, see Cuticura _Informing people by targeting different senses: feel, caring brand _Raising brand awareness Perception of Cuticura as a smell, see Cuticura caring brand _Raising brand awareness Perception of Cuticura as a caring brand

Excess Baggage Storage +44 (0)208 745 5301 Left Luggage (All Terminals) +44 (0)208 745 4599 Lost Property (All Terminals) +44 (0)208 745 7727 The Visitors Centre +44 (0)208 745 6655 Railtrack Timetables and Fares +44 (0)845 748 4950 Heathrow Express Timetable +44 (0)845 600 1515 Speedlink Bus and Coach Traveline +44 (0)990 747 777 Speedlink Transit Train Link +44 (0)870 574 7777 Taxi Desk Terminal 1 +44 (0)208 745 7487 Taxi Desk Terminal 2 +44 (0)208 745 5408 Taxi Desk Terminal 3 +44 (0)208 745 4655 Taxi Desk Terminal 4 +44 (0)208 745 7302 Runway Visitor Park +44 (0)161 489 3932 Immigration +44 (0)161 489 3576 Terminal 1: Tel: +44 (0)161 489 3463 Terminal 2: Tel: +44 (0)161 489 6031 Terminal 3: Tel: +44 (0)


APPENDIX 5.

Mum of the Year Award

4 .2 Heathrow Inform ation Lots ofAdvertising Love Brandspace exclusively represents the UK’S busiest airport for promotional and experimental media and sponsorship opportunities. Contct Jens Tangen on Tel: +44(0)20 7227 3700 Email: jens.tangen@brandspace.co.uk. Website: www.brandspace.co.uk. 4 .3 Contact Inform ation Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people by targeting different senses: feel, smell, see Cuticura _Raising brand awareness Perception of Cuticura as a caring brand

5 .1 Application Form


APPENDIX 5 .2 Spa Priz e Inform ation Two of aLots KindofPamper Love Package = £95 for two choose from 13 venues across UK – Dove Spa UK 1h45 minutes of treatments o Skin Talk (15 mins) o Aromatherapy (30 mins) o Relaxing Facial (30 mins) o Scalp Massage (15 mins) o Foot Massage (15 mins) Choice of refreshment on arrival before your personal lifestyle consultation Available in the following locations o Poulton o South Wimbledon o Formby o Chorleywood o Chester Goals : Education and Brand Awarenes s o Streetly o Streatham o Egham o _Personal Epsom experience of Cuticura products (fun) o Merry Hill o _Informing Lakeside people by targeting different senses: feel, o Hagley o Sunbury smell, see Cuticura _Raising brand awareness Perception of Cuticura as a Voucher valid for 12 months caring brand Minimum age 18 years Applicable days – Mon-Sun Cancellation policy 24 hours -http://www.wahanda.com/service/398991-two-of-a-kind-pam per-package-at-dove-spa-uk/

5 .3 Pos ter


A PPENDIX

6 . Exam ple Pres s Releas e (Mum of the Year Award)


A PPENDIX 7 . Brand Am bas s adors ’ Profiles

Lots of Love

Holly Willoughby

Holly Willoughby is a British television presenter and model. She currently hosts ITV’s ‘This Morning’, ‘The Voice’ and ‘Celebrity Juice,’all highly popular television shows. Members of Bounty Parenting Cub voted her ‘Celebrity Mum of the Year’ in 2010. Willoughby’s warm and sunny nature has endeared her to the wider British public.

Dr. Lis a Ackerley

Dr. Lisa Ackerley is Cuticura’s current brand ambassador. She is a Visiting Professor from Environmental Health at Salford University. Dr.Ackerley is also Professorial Fellow to the Royal Society of Public Health and a committed mother.

Dr. Ellie Cannon

Dr. Ellie Cannon is a practising General Practitioner and mother of two. She studied Medicine at Cambridge University. Cannon currently works in a busy inner city NHS practice, focusing on family health issues. She is the medical expert on Sky News Sunrise and writes health columns for the ‘Mail on Sunday’. Her medical expertise, interest in family health and commitment to motherhood would make her an excellent Cuticura brand ambassador.


A PPENDIX

Lots Des of Love 8 . Pos tcard igns

Goals : Education and Brand Awarenes s _Personal experience of Cuticura products (fun) _Informing people by targeting different senses: feel, smell, see Cuticura _Raising brand awareness Perception of Cuticura as a caring brand


A PPENDIX

Lots of Love


A PPENDIX

Lots of Love


A PPENDIX 1 0 . Budget Lots of Love 1 0 .1 Total Budget

Total Budget £ 1 0 0 ,0 0 0 Total Cam paigns £5,195 £311 £27,874.15 £492.47 £24,566 £10,980

So cial Media Mum of the Year Survival Packs Pres s Packs Road Show Special Event

69,418.62 £20,825.59 £5,000

Agency Fee Contingency Total

£95,244.21


A PPENDIX

Lots of Love 1 0 .2 Budget for individual tactic

Roads how Total £75 £575 £90 £480 £350 £71 £200 £4,236 £895 £3,000 £1,250 £2,400

Bouncy Cas tle Clim bing Wall Face painting KK Catering Picnic Benches Van Rental Travel Cos ts Marquee (not required fo r Hyde Park) x 4 Helium Blim p Hyde Park rent price Cannon Park rent price Flipbooks (1 5 0 0 )

Total

(all5)

£24,566


A PPENDIX Special Lots Eventof Love

Total £8,820 £2,160 £27,000 £874.15

Airpo rt rent price Prom otional s taff (x4 ) PVC bags (3 0,0 0 0) Pos tcards (3 0,0 0 0 )

£38,854.15

Total

Mum of the Year Award Total £95 £100 £116

Spa Package deal Travel expens es Pos ters (5 0 0) Total

£311


A PPENDIX Pres s Packs Lots of Love

Total £33.73 £28.74 £430

Gift bags (1 0 0) Pos tcards (3 0 0 ) Pos tage 1 s t Clas s (10 0 )

£492.47

Total

So cial Media Total Tots 1 0 0 Subs cription (1 year) Facebo ok Com petition Priz e Total

£195 £5,000 £5,195


1 1 . REFERENCES Deloitte (2011) Consumer 2020: Reading theSigns. London: Deloitte Global Services Limited. Gogoi, P. (2005) “I am woman, hear me shop“. London: Business Week Online. Mintel (2009) Health and Hygiene – Fear of Germs and Bacteria. London: Mintel. Mintel (2012) Holiday Planning and Booking Process. London: Mintel. Mintel (2012)Soap, Bath and Shower Products. London: Mintel. Mintel (2013) Soap, Bath and Shower Products. London: Mintel. Plusnet (2012) Plusnet reveals eight out often mums rely on the internet for parental advice. London: Plusnet. Skyscanner (2012) Travel Trends Report 2012. London: Skyscanner. Tots100 (2012) Parent Blogger Benchmark Survey. London: Tots100.

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Proposal Cuticura Campaign