M. Brock Johnson University of Kentucky: ISC 261
Table of Contents Information Presentation
Campaign Abstract Situational Analysis Target Audience Profile Strategic Planner Client Public Relations Client Paid Deliverables Client Content Marketing and Social References
Previous Work Situational Analysis Target Audience Profile Strategic Planner Client Public Relations Client Paid Deliverables Client Content Marketing and Social
Abstract Mrs. Meyer’s Clean Day hand soap, is a natural substitute for the harsh chemicals the average American is used to buying. The 15 plant based scents give the company the opportunity to excel in the organic cleaning supply market. Through analyzing the strengths, weaknesses, opportunities and threats of the company, a plan to increase product awareness could be carried out. Consumers who care about the environment really enjoy the idea of Mrs. Meyer’s Clean Day above other brands. However, larger name brands generate more attention because they are more recognizable to the average consumer. If Mrs. Meyer’s Clean Day were to increase advertisement, or gain celebrity endorsement for the product, it can become the number one brand people go to for organic hand soap. Monica Nassif, the CEO of the company, says, “Mrs. Meyer’s brand is clearly destined for the mass” (Metzger, 2007, para. #27). Nassif truly believes that the cleaning supplies are good for the consumer and the environment, so everyone needs to buy some.
Situational Analysis and SWOT Background History Imagine, a mother of nine children, working as hard as she can day and night to keep her household clean. One of those nine children will soon grow up to make a huge change for the Meyer family. This is exactly what happened to the Meyer family. The website for Mrs. Meyer’s Clean Day includes a set of youtube videos explaining inspiration behind the product. The “Our Story” video states that the story began with Monica Nassif, one of the nine children of Thelma A. Meyer (Mrs. Meyer's Clean Day, 2010). The daughter was walking down the cleaning aisle when she realized how many toxic chemicals are in the supplies she normally uses (Mrs. Meyer's Clean Day, 2010). Thus, the idea for organic cleaning supplies was born. Parent/ Subsidiary The idea behind Mrs. Meyer’s Clean Day supplies was not actually created on the spot. According to Michael Metzger (2007), Monica Nassif actually became the executive founder of The Caldrea Company first. This company made hand soaps and products much similar to Mrs. Meyer’s products, but Nassif wanted to create a product that was more eco-friendly while having the same effect as the leading cleaning brands. As the company began to grow, Nassif believed that her company could use help expanding its product to a larger market. The Caldrea company and Mrs. Meyer’s was eventually purchased in 2008 by S. C. Johnson Inc., making Mrs. Meyer’s Clean Day a subsidiary of SCJ Inc. (Levine, 2008). Matt Levine (2008, para. #2) states “S.C. Johnson & Son, makers of Windex, Raid, Scrubbing Bubbles and Ziploc bags is the second large
CPG to enter the green cleaning market”. This acquisition allowed for Mrs. Meyer’s Clean Day to significantly increase sales exponentially. Company Today One would assume that the workflow for Mrs. Meyer’s Clean Day now that the company increased scale/production. However, not a lot changed for the company. As stated above Nassif remains as CEO, and S. C. Johnson decided to keep the original 50 employees that worked for Mrs. Meyer’s Clean Day (Levine, 2008, para. 4). The production process became a lot easier for the company because it had the same resources as SCJ Inc. The idea behind Mrs. Meyer’s Clean Day was to create an eco-friendly inside and outside the home. According to its website, Mrs. Meyer’s Clean Day uses renewable organic resources in the products, and Mrs. Meyer’s bottles are made from post-consumer plastic (Mrs. Meyer’s Clean Day, 2018). Goals, Values, Mission. Children tend to appreciate the hard work parents put in after they go through the same situation. The “Our Story” youtube video explains that the Monica Nassif wanted to "make cleaners that smell nice, like my mom's garden, but still work like the dickens on daily dirt and grime" (Mrs. Meyer's Clean Day, 2010). This is very important because it defines the brand and why Nassif chose to use her own mother’s story to sell the product. Nassif knew how hard her mother would work to keep her family's home clean. The public resonates well with the value of a hardworking mother, who wants to help the environment. Competitors Direct Competitors In order to narrow down the competitors for Mrs. Meyer’s Clean Day, a product has to be selected to compare. Mrs. Meyer’s hand soap comes in 15 different all-natural scents (Mrs.
Meyer’s Clean Day, 2018). The direct competitors of Mrs. Meyer’s can be any product of hand soap that is considered eco-friendly. The organic hand soap market seems somewhat small, especially when one considers the total amount of hand soap that is on the market. Currently, the biggest direct competition for Mrs. Meyer’s is the Seventh Generation company and its line of natural, plant-based hand soap (Seventh Generation, 2017). Another competitor of Mrs. Meyer’s Clean Day would be the line of Everyone botanical hand soap (EO Products, 2018). The difference between the two is that EO products are coconut based whereas Mrs. Meyer’s is olive oil and essential oil based. Indirect Competitors The enemy to all hand soap brands is the bacteria fighter, Germ X, which eliminates the hassle of having to wash your hands. Instead of using hand soap, consumers often skip the work and easily apply a small dab of Germ X to kill bacteria. The problem with that product is the fact that it is loaded with harsh chemicals that can damage your skin. The goal of Mrs. Meyer’s hand soap is to clean and protect your hands from harsh chemicals, yet Germ X only does one of those things. Even the aloe infused Germ X products include ethyl alcohol and benzophenone-4 (Samuels, 2017, para. #3&4), both of which damage the skin. ISC Strategies To increase product awareness and consumption, Mrs. Meyer’s needs to increase its advertisement. Its competitor, Seventh Generation, currently has celebrity endorsements such as Jessica Alba and Maya Rudolph. These two prominent actresses are known for many rolls, but the most recent one is the campaign Seventh Generation ran for its detergent featuring Ms. Rudolph (Tugend, 2016). If Mrs. Meyer’s ran a campaign to showcase the authenticity of the
product and the eco-friendly idea, the product could excel. The best way to get people to buy a product is to get consumers talking about the product. Mrs. Meyer’s has the opportunity to either showcase the original story of Thelma Meyers and include her in the campaign. Or, the company could hire a celebrity to endorse its product just as Seventh Generation has done. The campaigns thus far for Mrs. Meyer’s Clean Day have been subtle, but effective nonetheless. One thing that the brand has focused on is the DIY projects posted on Mrs. Meyer’s website. Mrs. Meyer’s deployed a competition for a group of creators to become collaborative Home Makers (Mrs. Meyer’s Clean Day, 2018). This campaign generates buzz around the brand and consumers can test their creativity for the contest. Mothers, grandmothers, fathers, etc. can submit their own ideas in a 15 second video for the chance to become an associate of Mrs. Meyer’s Clean Day company. Situation Description Mrs. Meyer’s Clean Day hand soap can use a brand awareness campaign. The sales of Mrs. Meyer’s do not compare to those of larger companies because the product is not present to the customer. The brand can use an account manager to get to know more about the audience and how the brand will communicate with the target audience. This will ensure that the audience will understand the message, and increase sales for the brand. A public relations specialist can update Mrs. Meyer’s Clean Day social media accounts for all audiences, not just the selected one. Inviting, yet understandable advertisements will benefit brand awareness. Currently, Mrs. Meyer’s only presence on the internet is their website, Homemaker posts, and media accounts, but very little advertisements. Employing a celebrity to bring publicity to the brand and boost sales. Promotions and events could also be planned to generate word of mouth.
SWOT Analysis Strengths ● Mrs. Meyer’s has a strong brand image through Mrs. Meyer herself. ● It uses actual all-natural ingredients. ● The presentation of the product accurately represents the target audience. ● People see this brand as a good-hearted company whose main mission is to protect the earth. ● The USP is to : “Makes cleaners that smell nice, like my [Nassif] mom's garden, but still work like the dickens on daily dirt and grime.” Opportunities ● They can capitalize on the fact that the product is all natural. ● The public is aware of the current situation of the climate, so they may choose eco friendly products. ● Technology has made it easier to buy Mrs. Meyer’s supplies online. ● Government policies are made to make more companies environmentally friendly.
Weaknesses ● Publicity, Competitors like Seventh Generation have multiple celebrity endorsements. ● Mentioning the products that S.C. Johnson manufactures. ● Sales are most likely lost due to the competition reaching more audiences. ● Seventh Generation is considered number one in the organic hand soap producer.
Threats ● Windex, Raid, Scrubbing Bubbles and Ziploc bags ● Celebrity endorsements ● Relying on environmental and health related marketing. ● If Mrs. Meyer’s is going to advertise all natural ingredients, they need to make sure that is what is in the supplies. ● Technology has made it easier to mass produce the product, and producers may try to cut corners for a profit. ● If the public finds out that the products include the same chemicals as normal cleaning brands, then the brand could lose authenticity.
Target Audience Recommendation Introduction Coming from what is already known about the brand, it would be logical to target women for this product. The data for Mrs. Meyer’s Clean Day states that women are already using the hand soap (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers), however the data varies between age and household income levels. Monica Nassif, the CEO of Mrs. Meyer’s, is a mother and appreciates all the hard work that her mother did for her family. Therefore, the audience Mrs. Meyer’s should target is mothers just like her and her mother. Demographics After knowing that Mrs. Meyer’s can represent well in a demographic of mothers, the company must know exactly what mother to target. Data from the GfK MRI system states that white women, who make roughly between $75,000 to $149,000 a year, are the highest consumers of Mrs. Meyer’s hand soap (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). These women are mostly aged 35 to 44 years old and attended college. Most of the women that fall in this category hold managerial or secretary jobs and have a three to four person family (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). The occupation and family size is important to note because that describes the lifestyle of the consumer. Psychographics According to the 2018 survey, the data suggests that the target audience is Achievers. Achievers tend to be hardworking, professional individuals who care a lot about the products used in the home (VALS, 2018). Being that the target audience has strong family values, extra
attention to detail is made when purchasing natural products. Mother’s are sure to use only products that are safe for their children or spouses. Achievers are also very reliant on technology and think money is a source of authority (VALS, 2018). This target audience was chosen because they are stable enough to support the continuous consumption of Mrs. Meyer’s hand soap. Not only that, this group relies heavily on technology to help them make purchase decisions. This is important to note because this target audience will use Amazon.com to purchase Mrs. Meyer’s products frequently. According to Claritas, the selected target audience belongs to the “Kids & Cul-De-Sacs” group (Claritas, 2018). The segment description states “This segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes” (Claritas, 2018). The description of the Kids & Cul-De-Sac group accurately describes each part of the target audience that Mrs. Meyer’s should market for. White-collar, high income, suburban families could supply the bulk of consumption for Mrs. Meyer’s. If Mrs. Meyer’s chooses to influence this target while they are middle-aged, they could gain clients for life. Consumers who become clients for life will speak on behalf of Mrs. Meyer’s to all of the potential customers they come in contact with coworkers, neighbors, or other mothers. Media According to the MRI data, users of Mrs. Meyer’s are purchasing items in bulk from Amazon.com (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). Consumers who buy from amazon typically resort to that site to get items delivered. Women in this demographic .
Media usage could include radio stations they listen to, the magazines they read, or even television content that they watch regularly. The MRI data suggests that the bulk of Mrs. Meyer’s Hand soap users watch HGTV regularly and subscribe to People magazine (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). This makes sense because one would expect an upper-class mother to invest in those media products. The social media that the target audience typically uses is Facebook (Duggan, Lenhart, Lampe, & Ellison, 2015). Mothers often use their social media to keep up with their families, post, comment, or share media with their friends. Target Audience Profile Mary Anne, aged 41 years old, wakes up in her nice suburban home to make breakfast for her children. After they have eaten, Mary Anne prompts her children to get ready for school as she finishes getting herself ready. Mary Anne then drops her children off at school and heads to her administrative position at a local university (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). On her break, she reads the latest edition of People magazine while she enjoys the leftovers she made from the night before (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). She notices an ad for Mrs. Meyer’s cleaning products in the magazine and realizes that her employer uses that as a cleaning supply (People, 2009). She then uses Mrs. Meyer’s Clean Day soap to wash her dishes before she packs up her lunch. After work, she picks up her children and grabs dinner at a fast food restaurant. When the kids have settled in for bed, she uses her amazon account to buy a package of Mrs. Meyer’s hand soap for her family.
Strategic Planner Key Insight Mrs. Meyer’s Clean Day hand soap is perfect for the mother who cares about what products their families use (Kwon, 2013). ISC Problem The problem with Mrs. Meyer’s Clean Day products is that most consumers believe the products aren’t natural. (Webb, 2016). ISC Goal The goal for this campaign is to convince consumers that the products are made from natural ingredients, like the flowers one might find in their mother’s garden. Target Audience Persona Mary Anne, aged 41 years old, wakes up in her nice suburban home to make breakfast for her children. After they have eaten, Mary Anne prompts her children to get ready for school as she finishes getting herself ready. Mary Anne then drops her children off at school and heads to her administrative position at a local university (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). On her break, she reads the latest edition of People magazine while she enjoys the leftovers she made from the night before (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). She notices an ad for Mrs. Meyer’s cleaning products in the magazine and realizes that her employer uses that as a cleaning supply (People, 2009). She then uses Mrs. Meyer’s Clean Day soap to wash her dishes before she packs up her lunch. She mentioned it to her coworker and how great it would be for her home, so she decided to purchase some.
After work, Mary Anne runs to the grocery store to pick up a small amount of household toiletries, including Mrs. Meyer’s hand soap. Mary Anne often shops after work without her children so she can focus on what she needs to purchase. She then picks her children up from their aftercare program and drives home to find her husband has cooked dinner for the family. After the family finishes their dinner, Mary Anne then uses her newly purchased Mrs. Meyer’s cleaning products to clean her kitchen. She then gets her children ready for bed by showing them how to use Mrs. Meyer’s soap to wash their face. Mary Anne and her husband finally settle into their bed to wind down while watching HGTV (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). Mary Anne’s household income is around $140,000 a year, which is substantial enough that they can afford to redecorate their home every so often. She draws influence from her favorite show on HGTV, Fixer Upper, and shops at Bed, Bath, and Beyond in the Joanna Gaines section. Mary Anne understands that Joanna Gaines is a hard working mother, therefore she trusts her judgement. Due to the fact that Mary Anne appreciates a hard working mother, she loves the idea behind Mrs. Meyer’s Products. Key Consumer benefits & Supporting Features Consumer Benefit
Supporting Features
Users of Mrs. Meyer’s products become aware they are helping the environment. [Symbolic]
1. Mrs. Meyer’s products are unique in the fact that they are all natural, so the consumer feels special that they are using it (Pedraza, 2013). 2. They can recommend the brand to a friend and feel as if they are making a difference when they expand the reach of the brand (Pedraza, 2013). 3. The consumer becomes validated in spending extra money for a natural product (Pedraza, 2013).
Using Mrs. Meyer’s products will keep your family happy.
1. Many scents have been made to appeal to the many preferences of their consumers (Mrs. Meyer's Clean
[Experiential]
Day, 2018). 2. Mrs. Meyer’s products keep their family happy and healthy by preventing the use of harsh chemicals (Mrs. Meyer's Clean Day, 2010). 3. Products have been made for babies and their sensitive skin (People, 2009).
Mrs. Meyer’s Clean Day hand soap helps fight bacteria. [Functional]
1. Staying healthy is a basic need, and Mrs. Meyer’s products fight bacteria just as much as the leading brands (Mrs. Meyer's Clean Day, 2010). 2. Personal hygiene is a basic need as well, and the hand soap allows the consumer to practice that (CDC, 2011). 3. The natural ingredients are safe for everyone to use. (People, 2009)
Campaign Voice The tone of the campaign is very important and must match the brand of the product. The words that should be associated with this campaign would be sincere, caring, family-oriented, and authentic. Mrs. Meyer’s Clean Day brand is centered around the mother of Monica Nassif, and her mother Thelma Meyers (Mrs. Meyer's Clean Day, 2010). Nassif chose her mother because she understood how hard her mother worked daily to keep her children healthy and their house clean. The suggested target audience for this campaign would be white females, who are between the ages of 35 and 44 years old (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). These women also possess a household income of $75,000 to $149,000 and most likely attended college (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). The reason this demographic is important is that these women resonate well with Mrs. Meyer’s brand. Those women understand how difficult it is to keep a house clean, and they want
to ensure they remove harsh chemicals from their household. The tone of the campaign must be sincere and authentic to persuade the user that the products are all natural (Post, 2015). If the consumer doesn’t buy into the values of the brand, then they won’t be compelled to buy the product. Most importantly, the campaign must be caring and family-oriented (Vashisht, 2016). That’s the entire emotion of Mrs. Meyer’s brand, and why consumers continue to purchase their products. The mother in the target audience needs to be reassured that the products can be used by her family and that her children are cared for.
Client Public relations Objective The objective for this campaign is to increase website visits by 12 percent over a four month period through giving consumers a coupon to visit Mrs. Meyer’s website. Strategy Use Mrs. Meyer herself to inform consumers about the ingredients in the soap through the use of interactive examples and samples. Tactic Mrs. Thelma Meyer will set up a pop-up shop in three cities in Kentucky and at these pop up shops, consumers will be able to plant some of the herbs with her. PR Deliverables Event Proposal
The objective for this campaign is to increase visits to Mrs. Meyer’s website by giving consumers coupons. How will they get those coupons? Through an interactive planting pop up shop. In order to create a substantial amount of buzz, several pop up stores can be orchestrated. This pop up shop will prompt consumers in the area to get their hands dirty, you get more information about the product through Mrs. Meyer’s and try some samples. There are 15 scents that users can choose from when they are purchasing Mrs. Meyer’s Hand soap, and those same 15 plants will be available to plant. People passing by can come to the pop up, plant the flowers, and then use the corresponding scent to that plant. While doing so, they can speak to Thelma Meyer herself and get information about the products. They will then be handed a coupon, that will lead them to the website and they can buy the scent that they planted.
Mrs. Meyer’s brand is centered around preventing the use of harsh chemicals and being an effective cleaning product. For this reason, Thelma Meyer’s should be present and ready to answer any questions consumers may have. Saturdays during spring are a good time to host the pop up shop because mothers will be out around town with their families and will stop by the pop up. While the children are planting one of the many scents, their mother can learn all about Mrs. Meyer’s products. The idea of a pop up shop has already been utilized by Mrs. Meyer’s brand before, however this series will be in a completely different region. Expanding reach to states closer to east coast would be a way to expand the reach even further. A state like Kentucky could be targeted too because a lot of the demographic exists here. If people do not like planting, they are encouraged to try the samples and take a coupon to visit the website. Competitors of Mrs. Meyer’s have released campaigns with celebrities, thus why Thelma Meyer’s should be present for the pop-up shops. The advantage in hosting pop ups in small-towns places is because it is easy to spread the word through word of mouth marketing. The earned media in this instance would be the families visiting the pop up and telling their friends, neighbors or coworkers. Another way to spread buzz for this event or the brand is through facebook. The demographic Mrs. Meyer’s is aiming for uses facebook frequently for their social media, so they can easily spread news of the brand to other users in this demographic. Studies show that small towns still rely on new media to relay information as well, so broadcasting the event in the paper, radio, and TV would be beneficial (Pew Research Center, 2012). Small towns value media more than large towns because they are closer to the people in the news, and media will travel fast.
Client Paid Deliverable: Direct Response Objective To increase visits to the provided microsite by 8 percent over a two month period. Strategy Give the consumer a promotional code that can be used on the generated microsite. Tactic The promotional code will allow the consumer to purchase one bottle of Mrs. Meyer’s hand soap and get a second bottle 50 percent off. Execution Please see attached example direct mailer for visual representation. Rationale Pitch. Direct mailers need to grab the viewer's attention immediately, or else the mail will be thrown out. The target audience for this campaign will be drawn to the deal on the backside of the direct mailer and the actual product on the front. The mailer was designed alongside the magazine ad, therefore they both can be included in People magazine. MRI data shows that Mrs. Meyer’s Hand soap users subscribe to People magazine monthly (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). The call to action for the direct mailer “Give your hands the break they deserve,” this states that by buying one of the hand soaps, your hands will get a break from harsh chemicals. The promo code “SPRINGCLEAN” will only work on the microsite so that analytics can be measured. The promo code will instruct them to buy one full priced bottle of hand soap and they will be offered a second bottle of their choice for half the price. This will convince the consumer they are getting
a good deal on hand soap. Directing the consumer to the microsite will allow analytics to be recorded easily. Creative Concept. ​Media today is all very mainstream and offers very little room for creativity, so it can sometimes be hard to capture the consumers eye immediately. However, media that has a retro twist draws the consumer to a nostalgic place (Cousins, 2017). The consumer will look at the piece of direct mail longer because I designed the back to pop with it’s retro aesthetic. I included a bottle of lavender hand soap next to two lavender plants to show that the ingredients are all natural along with a list of all the other scents that are offered. The reason I did not include different other hand soap products is because I did not want it to look too busy. I wanted the product, logo, and color scheme to really pop but also stay very minimal so they would not be overwhelmed when viewing it.
Client Paid Deliverable: Magazine Ad Objective To increase visits to the hand care selection page on Mrs. Meyer’s website by 6 percent over a month period. Strategy The strategy for the magazine ad is to inform the consumer about the high quality products, which will influence them to visit the hand care website. Tactic The tactic for this ad is to convince the consumer that they deserve to treat their hands like royalty by purchasing a product from the hand care website. Execution Please see attached example magazine ad for visual representation. Rationale Pitch. The idea behind the ad was to show that women will have the ability to treat their family with an all natural cleaner. In order to catch the viewer's eye, the product must be shown in action, covered in suds. This ad will be placed in People magazine, and as the MRI data suggests, the bulk of Mrs. Meyer’s Hand soap users subscribe to People magazine (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). The ad grabs the consumers attention because it looks much like what their bathroom would look like. For those who have a clean bathroom, they will have the desire to use Mrs. Meyer’s product to clean. Creative Concept. As women are flipping through magazine ads they see images that are unrealistic or unobtainable. When a cleaning product is advertised it is usually show with
a clean environment or a very dirty environment. The day-to-day life of a woman between the ages of 35 and 44 is a tad more hectic so their home won’t be completely clean all the time. By placing the product in a scene they know, they can easily imagine it in their home. I actually shot the image of the hand soap to add the extra element that this is an everyday environment. When I was thinking of the headline, I wanted the reader to feel as if they were empowered. So in essence, by purchasing this product she can then become a queen. The body copy supports the notion that if a mother were to buy the product she will be providing her family with a luxury item, that is obtainable. The body copy gives information about the product and the natural ingredients to support that the hand soap is a great product. Overall, I wanted the viewer to plainly see that they can too be empowered by viewing the product in a very similar setting.
Content Marketing & Social Media Objective To increase participation with blog posts by 4 percent over a month period, that will influence the consumer that Mrs. Meyer’s is a product they need. Strategy Invite the target audience to visit the blog by getting to how the brand was formed, and why they can relate to Mrs. Meyer through an emotional connection. Tactic Promote blog posts containing relative information about the natural products and Thelma Meyer through Facebook to direct the consumer to the hand care website. Content Marketing See blog posts and social media execution. Rationale Pitch. For this execution, a blog post was created to highlight the face of the company, and to show consumers insight about Mrs. Meyer’s life. Based on the research that has been conducted about the target audience, Facebook is used as the preferred method of social media (MRI 2017, Household Products- Non-food products: Liquid Soaps/Hand Sanitizers). Therefore, Facebook was selected to promote the blog post. It is important to create brand loyalty with consumers, and this can be done by building emotional connections with the target audience (Lumanyan, 2016). After the consumer has read about how inviting and relative the brand is, they will then want to get more information about the product. Mother’s in this target audience are sure to do research about the products before the product is purchased. Mrs. Meyer’s Clean
Day can release interesting information about Thelma, the products she uses, her family, etc. in the blog post. The consumer then becomes emotionally connected because they will feel as if they know her, and will think about their own mother. Creative Concept. This blog post was designed to showcase everything important about Thelma. I included a large picture of Mrs. Meyer using one of the products she sells so that consumers can put a face to the brand. The subheads in the post will be short and concise to allow the consumer to skim and to allow them to relate to her. For instance, the subheadings “Mrs. Meyer’s, a wife” or “Mrs, Meyer’s, a busy woman” can also represent the woman in the target audience reading the post. The Facebook post includes a similar message about Thelma being a “mother, grandmother, housekeeper, etc.” and the consumer will apply those characteristics to themselves. In order to grab the attention of a busy mother, I wanted the Facebook post to be simple, yet use a colorful picture of Thelma that is inviting.
5 Things You Need To Know About Mrs. Meyer Mrs. Thelma A. Meyer, the face of an all-natural cleaning product company, is the woman to know. This woman has devoted her life to her family. Not only that, but she works as hard as she can to keep her home clean enough for her 11 person family. Here are the 5 things you need to know about this homemaker. Thelma Meyer posing for an ad showcasing brand image inside Mrs. Meyer’s Clean Day store. Thelma is showcasing the basil scented multi-surface cleaner and the many other products. Image from popsugar.com by BEAUTY, posted August 15, 2012.
1. Mrs. Meyer, mother of a CEO We all want our kids to grow up and be successful millionaires, well Thelma’s is! Mrs. Meyer is the mother of Monica Nassif, CEO of Mrs. Meyer’ Clean Day. Monica was walking down the cleaning aisle one day with her children and had a revelation about the products she was about to buy in the cleaning aisle. (Mrs. Meyer’s Clean Day, 2010). Monica had the idea to make a cleaning product that is centered around being healthy and happy in your home. Her mother taught her all she needed to know about that, so why not have her face as the center of the brand, right?!
2. Mrs. Meyer, mother of nine. Most of us know what it is like to grow up with a sibling, but try having EIGHT siblings! The CEO of Mrs. Meyer’s Clean Day, Monica Nassif is actually one of nine children from Thelma (Mrs. Meyer’s Clean Day, 2018). Being the middle child has its perks sometimes and Monica would know! The timeline for her children start with Tim and Tom, who are twins.
Monica came third, but shortly after one another Maria, Teresa, Jane, Joseph, Pat, and Dan were born. Mrs. Meyer worked very hard to keep her home clean enough for nine children, but also instilled discipline to teach her children how to keep a home clean. Between her nine children, Mrs. Meyer has 22 grandchildren. You can find more information about her family and how to use Mrs. Meyer’s Clean Day products in her book! Buy it here → https://www.amazon.com/Mrs-Meyers-Clean-Home-No-Nonsense/.
Thelma Meyer, left, and daughter Monica Nassif, right, posing together for a picture in the cleaning aisle in a store. Both laughing about the origin of how Nassif created Mrs. Meyer’s Clean Day in a cleaning supply. Image from startribune.com by Thomas Lee, posted April 28, 2008.
3. Mrs. Meyer, a wife. Successful mothers need strong husbands to help with the cleaning and that’s where Vern comes in. Thelma Meyer has been married to Vern Meyer since 1954. The couple lived in Des Moine, Iowa but realized after they loved having children, they needed a larger home.
4. Mrs. Meyer, the busy woman. We know you are busy, but imagine being the face of an all-natural cleaning brand! Thelma Meyer isn’t your typical grandmother, she is actually quite busy. Mrs. Meyer likes to keep her home just clean enough so that when company comes over, the house appears to
be uncluttered. She has her bridge friends over occasionally, so she stays keeping her house cleaning (Bonney, 2015). Thelma is often called to make appearances for the company because they believe that in order to sell, you have to have a relationship with the consumer first. When Mrs. Meyer has down time, she takes time to tend to her garden.
5. Mrs. Meyer, the product advocate. A woman who cleans often likes to rely on the best cleaning product to get the job done. Thelma not only advocates for Mrs. Meyer’s brand, she even uses the product in her everyday life. Mrs. Meyer’s Clean Day brand has a variety of products to choose from that help with every aspect of cleaning. Spending a lot of time in the garden warrants getting dirty, but Mrs. Meyer doesn’t have to worry about using harsh chemicals when washing her hands. For more information about the handsoap Thelma Meyer uses, or other products visit www.mrsmeyers.com. Social Media Post Right hand and Mobile ad mockups
Facebook Post Mockup
References Bonney, G. (2015). Home EC: An Interview With Mrs. Meyer Herself. Design Sponge. Website. Retrieved from http://www.designsponge.com/2015/06/home-ec-an-interview-with-mrsMeyers-herself.html. CDC. (2011). Keeping Hands Clean. Center for disease control and prevention. Website. Retrieved from https://www.cdc.gov/healthywater/hygiene/hand/handwashing.html. Claritas. (2018). 14 Kids & Cul-de-Sacs. Claritas My Best Segments. Retrieved from https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=37&id1=CL A.PZP&id2=14. Cousins, C. (2017). Design Trend: The Modern Retro Touch. Ceros. W ebsite. Retrieved from https://www.ceros.com/originals/design-trend-modern-retro-touch/. Duggan, Lenhart, Lampe, & Ellison (2015). Parents and Social Media. Pew Research Center. Website. Retrieved from http://www.pewinternet.org/2015/07/16/parents-and-socialmedia/. EO Products. (2018). Botanical Hand Soap. EO products. W ebsite. Retrieved from https:// www.eoproducts.com/everyone/everyone-hands/everyone-hand-soap.html. Kwon, I. (2013). 10 Eco-Friendly Cleaning Products. Working Mother. W ebsite. Retrieved from https://www.workingmother.com/content/10-eco-friendly-cleaning-products. Lee, T. (2008). Mr. Muscle Marrying Mrs. Meyer. Star Tribune. Website. Retrieved from http://www.startribune.com/mr-muscle-marrying-mrs-meyer/18351899/. Lumanya, E. (2016). Creating Brand Loyalty through Consumer Connections. EROI. W ebsite. Retrieved from http://eroi.com/ideas/creating-brand-loyalty-through-consumer-
connections/. Meyer, T. (2009). Mrs. Meyer's Clean Home: No-Nonsense Advice that Will Inspire You to Clean Like The Dickens. The Caldrea Company. MRI. (2017). Spring 2017 product report: Household Products- Non-food products. Category: Liquid Soaps/Hand Sanitizers. Base: Adults. Target: Used in the last 6 months. Mrs. Meyer’s. Mrs. Meyer's Clean Day. (2010). Mrs. Meyer's Clean Day - how we began. [Video File]. Retrieved from https://www.youtube.com/watch?time_continue=27&v=ooqTUYpEbk0. Mrs. Meyer’s Clean Day. (2018). Hand Care. Mrs. Meyer’s Clean Day. Website. Retrieved from https://www.mrsmeyers.com/product/hand-care/. Mrs. Meyer’s Clean Day. (2018). Home Maker Terms and Conditions. Mrs. Meyer’s Clean Day. Website. Retrieved from https://www.mrsmeyers.com/mrs-meyers-home-makerterms-conditions/. Pedraza, F. (2013). Why Self-Actualization Is the Next Big Market. Huffington Post. Website. Retrieved from https://www.huffingtonpost.com/francis-pedraza/why-selfactualizationis-_b_3247465.html. People. (2009). Star-Worthy Find: Mrs. Meyer's Baby Care Line. People Babies. Website. Retrieved from http://celebritybabies.people.com/2009/12/14/star-worthy-find-mrsmeyers-baby-care-line/. Post, P. (2015). Tips for effective voices in the office. Boston Globe. Website. Retrieved from https://www.bostonglobe.com/business/2015/06/05/communication-tone-well-words-mat t
ers/eLYtJfcCOJ3T2azsq4oF5M/story.html. Webb, I. (2016). Is Mrs. Meyer’s Clean Day Liquid Hand Soap Natural? I read labels for you. Website. Retrieved from https://ireadlabelsforyou.com/mrs-meyers-clean-day-liquidhand-soap/. VALS. (2018). Achievers. Strategic Business Insights. Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes/achievers.shtml. Vashisht, R. (2016). 5 Family Brands That Show Influencer Marketing Who’s Boss. Influence. Website. Retrieved from https://influence.bloglovin.com/5-family-brands-that-showinfluencer-marketing-whos-boss-4583e8cf534e.
Image References Image of Mrs. Meyer cleaning counter: http://thechalkboardmag.com/the-real-mrs-meyers-7-holiday-house-warming-tips. Image of Mrs. Meyer and her daughter monica laughing: http://www.startribune.com/mr-muscle-marrying-mrs-meyer/18351899/ Lavender Hand soap bottle: https://www.mrsmeyers.com/lavender-hand-soap/ Mrs. Meyer’s basic logo: https://www.mrsmeyers.com/ One single stem of lavender: https://pixabay.com/en/lavender-stem-cut-out-3002975/ Woman holding wood tray with three plants:
https://unsplash.com/photos/sEApBUS4fIk