Campaign Proposal . .
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Communications
Missouri State University
Advertising Campaigns
Red Letter
Southeast
MC418
2 Table of Contents . Meet The Team......................................................................3 Research...................................................................................4 Survey Results.......................................................................5 Competitors............................................................................6 Target Audience....................................................................7 Consumer Profile..................................................................8 SWOT Analysis......................................................................9 Objectives...............................................................................10 Strategy.....................................................................................11 Headlines................................................................................12 Creatives..........................................................................13-26
Meet the Team
Merideth
ggmerideth1s@semo.edu btboone1s@semo.edu
kgwright1s@semo.edu
mcisermann1s@semo.edu
mrblackmon1s@semo.edu
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Gillian
Account Executive .
Brett Boone Project Manager
Kari Wright Research
Mallory Isermann Strategy
Madison Blackmon Creative Director
Research .
Our Findings
● Through targeted research, we found that users value comfort, durability, performance, speed, and dealer support.
● Consumers see most advertisements through social media.
● Unique selling point: Financial Program
• Important for distinction in market
• 0% for 48 months
● Estimated 1,000+ dealers in Midwest (based on 11 regional branches)
● Powerful and established competitors in the market.
● The existing audience is loyal and vocal, proving the power of word-of-mouth advertising for good-quality products.
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Survey Results .
Google Survey
● Sent out to numerous outdoor power equipment Facebook groups
● When asked what advertisement they pay attention to the most, surveying said they are most receptive to social media advertising. We also found that most surveying answered between 5:00am-7:00am. This gives us better insight on when we place our advertisements.
● When asked if a financing program would persuade users to purchase a zero turn mower, 3/5 surveying said yes. This unique selling point is crucial for our advertising.
● 4/5 surveying own a John Deere zero turn mower. This target audience is very loyal to their brands, so differentiating ourselves in the market is one of our top priorities.
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Competitors .
John Deere (Direct)
● One of the strongest established brand identities in the market.
● This brand has extremely high brand loyalty from user reviews.
● Offers a financing program of 0% for 36 months.
Echo (Indirect)
● Echo is a subsidiary of the Japanese company Yamabiko Corporation.
● They have established a strong presence in the U.S. market with their wide range of outdoor power equipment.
● Their weakness is that they do not have any zero-turn mowers at the moment. This is the perfect opportunity for STIHL to step in.
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Target Audience . Midwest consumer
● Professional user: Users looking for outdoor power equipment to expand their business. This includes landscaping businesses, maintenance companies, etc SEMO, hospitals, governments and more.
• This audience needs to include business to business communication.
• These professionals make their business based on volume and margin.
• They strongly rely on efficiency, reliability, speed and performance to maximize their business.
● Prosumers: Homeowners and residential property owners with special lawn care needs, requirements, and preferences.
• This audience usually has a ton of acreage, small-scale farming operations, or large lawn maintenance.
• Prosumers are looking for the same reliability, performance and speed.
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Consumer Profile .
James W.
Professional Landscaper / Owner of Landscape Masters
James is a 30 year old landscaping professional. His journey started with a genuine passion for nature, and today, he’s cultivated that passion into a thriving landscaping with numerous satisfied clients. James takes pride in his work, and is committed to high quality and efficiency for all of his clients. He has established himself as an expert for those seeking the perfect blend of quality and efficiency. When it comes to ensuring the highest quality results for his clients, James does heavy online research, watching video reviews of equipment, and explores recommendations from trusted colleagues. James dreams of growing his landscaping business and expanding his clientele, and he needs the right equipment to make this dream a reality.
Mike S.
Prosumer / Hobbyist
Paul is a recently retired outdoors man, but that hasn’t stopped him from pursuing his passion. With his new found free time, Paul finds joy in working on perfecting his expansive acreage. Along with this maintenance and extra care, Paul also enjoys being able to branch out and purchase new tools and equipment to compliment his landscaping passion. He is committed to investing in high quality, reliable products that will help elevate his lawn care. Paul has dove headfirst into his passion for landscaping. His acreage is more than a piece of land, it’s a canvas waiting to be refined.
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SWOT Analysis .
Strengths Weakness
STIHL is globally recognized for its quality, durability, and innovation in outdoor power equipment, offering a diverse product portfolio and maintaining a competitive edge through ongoing technological advancements
STIHL challenges include premium pricing, heavy reliance on independent dealers, and potential environmental scrutiny due to its gasoline-powered equipment amidst evolving consumer preferences for eco-friendly alternatives.
Threats Opportunities
STIHL has opportunities to capitalize on emerging markets, develop electric alternatives, leverage e-commerce, and forge strategic partnerships to bolster its brand and access new markets, facilitating research, development, and distribution.
The threats come from low-cost alternatives, regulatory challenges, and disruptive technologies such as electric equipment, challenging its traditional gas-powered product line
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Objectives .
The Problem
● How can STIHL stand out in the over-saturated zero turn mower market?
Our Solution
● Use STIHL’s established brand identity to pivot consumers to new product line.
● Identify the new mowers as unique products of wheeled goods.
● Create an awareness campaign with an emphasis on reliability, performance, and quality.
● Use dual messaging for target audience and utilize consumer testimonials to increase
trust with audience.
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Strategy .
The Plan
● Create an awareness campaign utilizing STIHL’s established brand recognition and identity to push a new mowing product line.
● Rather than solely targeting new customers, prioritize persuading existing customers to adopt a new product with a dual messaging approach. Highlight its value to them while also expanding STIHL’s reach to new audiences.
● STIHL can establish a strong presence in the lawnmower market through unique selling points and position itself as a trusted and preferred choice for both professional landscaping companies and prosumers.
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Headlines .
GROW YOUR GEAR IT’S TIME TO GO PRO
POWER YOUR SUCCESS
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Creatives: Print Ads .
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GROW YOUR GEAR SCAN THE QR CODE FOR MORE INFORMATION On a financed amount of $7,500, your down payment is $0 with 48 monthly payments of $159.38 each. Interest rate is 0% [APR is 0.98%]. Financing programs are offered by Sheffield Financial, a division of Truist Bank. Member FDIC. Subject to credit approval. Approval, and any rates and terms provided, are based on credit worthiness.Other financing offers are available. See your local dealer for details. Rate advertised is based on minimum bureau risk score of 660. Minimum amount financed $3,000; Maximum amount financed $75,000. Other qualifications and restrictions may apply. Offer effective on eligible and qualified units purchased from a participating dealer. See dealer for product eligibility and qualifications between 2/1/2024 and 2/29/2024. The advertised promotion includes an Origination Fee which has been added to the Amount Financed in the amount of $150.00. Offer subject to change without notice. Available at select STIHL Dealers. ©2024 STIHL 0 FOR 48 MONTHS FOR QUALIFIED BUYERS % VISIT US IN-STORE OR ONLINE AT STIHLUSA.COM
Creatives: Self-mailer .
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Inside Mailer Outside Mailer
Creatives: Billboard .
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Creatives: Email Series .
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Post Purchase Email Confirmation Email
Creatives: Landing Page .
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Creatives: Display Ad .
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Gif
Digital
Social Media Overview .
Social Objective Channels Used
The social objective of STIHL Zero Turn Mowers is to enhance brand recognition by strategically positioning STIHL as a distinctive leader in the market. This is achieved through a focused emphasis on reliability, performance, and unparalleled quality, setting our brand apart from competitors.
Based on our research findings, it is recommended to utilize Instagram, Facebook, and TikTok as the primary channels for advertising. Our target audience predominantly engages with social media platforms, making them effective avenues for reaching our desired demographic.
Timing Product Messaging
The product messaging of Stihl zero turn mowers is to deliver timely and dependable deliverables, emphasizing efficiency, performance, and quality equipment, thus ensuring enduring professionalism and lifetime value for our customers.
Initiate the product launch phase in early February to strategically transition from the winter season into the spring/summer period, aligning with consumer demand for lawn mowers as they prepare to commence grass-cutting activities.
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Social Media Calendar .
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Tiktok Instagram Facebook FEBRUARY 1 8 6 4 7 5 3 2 15 22 12 19 26 13 20 27 10 17 24 14 21 28 11 18 25 9 16 23
Creatives: Radio Script .
Worker 1: Grass is starting to grow again...
Worker 2: What mower are you using this season?
Narrator: STIHL has been assisting people just like you for the past 50 years.
With our legacy of being a top-selling brand, we have taken our time to create durable, high-quality zero-turn mowers for all-day use. What is the best part? YOU GET TO CHOOSE! Do you want it to be gas-powered or battery-operated? No need to worry because STIHL offers BOTH! Don’t waste your time. Get STIHL and Grow! Your! Gear!
Visit us in-store or at stihlusa.com
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Creatives: Poster .
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Creatives: Information Cards .
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Creatives: Counter Mats .
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Creatives: Window Clings .
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Creatives: On Product Support .
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