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Table of Contents About 6 Solutions....................................................................................................1 About Dragony......................................................................................................2 Mission Statement ..................................................................................................3 Product Features.....................................................................................................4 Industry Research ...................................................................................................5 Target Market Analysis............................................................................................6 SWOT Analysis .........................................................................................................7 Competitive Analysis ..............................................................................................8 Goals & Objectives.................................................................................................9 Marketing Mix..........................................................................................................10
Ma r ke t i ng Br i e f
90 Day Budget ........................................................................................................11
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About 6 Solutions
About The Dragonfly
About 6 Solutions
Dragonfly is a leading green environmental company founded in Tampa, Florida in 1999. For ten years now this company has been growing and developing their product
In 2004, 6 Solutions was born as a dynamic advertising agency in Ft. Lauderdale, Florida. We created
line of lawn mowers and perfecting it for the consumer. The Dragonfly name came
the name 6 Solutions because we started with six strong creative minds that could develop innova-
about was because of the dragonfly’s unique hovering capabilities just like this lawn
tive and winning marketing campaigns to get to one goal…success. We quickly developed into a full
mower has unique hovering capabilities while cutting your grass. Our aim as the Drag-
service agency that handles everything from traditional print advertisements to non-traditional viral
onfly Corporation is to free up time so people can do other things that cutting the lawn.
marketing strategies. In other words we do everything in our power to guarantee our clients success.
We also believe that in these economic times people need an affordable and reliable
We have many well know clients but our focus are on start up companies in the lawn care industry.
product that maintains their lawns so they can concentrate on other areas of their lives.
Our Mission:
We believe at the Dragonfly Corporation will profit with the collaboration with Lowe’s as the sole distributer to sell the product efficiently and effectively to the target audience.
6 Solutions mission is to develop unique creative campaigns to promote lasting brand
We are extremely excited about the Dragonfly’s ninety-day launch on September 28,
impression. 6 Solutions is dedicated to create lasting campaigns that will stay in the
2009 in Orlando Florida.
minds of consumers and remain forever branded.
6 Solutions team: Account - Katie Funk - Miriam Danell - Alex Pinard
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Creative - Brandon Daniels - Regina Navarro - Florencia Crosa
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Mission Statement
The Dragonfly’s mission is to hover over the lawns across America and make grass cutting become an easy and enjoyable experience.
Tagline: “We’ve
got you hovered!”
Product Features -
Solar Powered
-
Virtual Scan of Lawn
-
Cuts grass and edges with laser
-
Light Weight
-
Rounds Corners
-
GPS Tracker – Iphone Application
-
Affordable - $199.99
-
Online Application
-
Easy to use
-
Chargeable Station
-
Safe
-
Waterproof
-
Convenient Storage
-
5 Year Guarantee
-
Green Product
-
Automatic Timer
-
Silent
-
Adjustable cut height
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Remote Control Activated o
-
o
If Desired
-
Daily, Weekly, Biweekly, Monthly
Sound for when it needs to charge o
For when it is fully charged
o
For when there is a problem
Send an online update when it is in movement
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Industry Research
Target Market Analysis
We choose to launch in joint venture with Lowes in Florida because the Lowe’s stores are con-
Demographics
veniently placed all along the cost lines and reach the correct target audience. Eventually, we will expand our campaign in California where Lowe’s also has a large market. Lowe’s also has a consumer base that is more female and family oriented than its competitor Home Depot, and they have a large gardening section, which goes hand in hand with the Dragonfly.
Our main target market is going to be men initially because they are the people that generally buy lawn mowers but we are going to break into the female market because of the ease of using the dragonfly product. Men - Age: 18 – 50 - Homeowners - Renters with out lawn maintenance included
Women - Age: 20 - 50 - Homeowners - Renters with out lawn maintenance included
Psychographics - These psychographics of our target audience is for people who enjoy having their lawn maintained with little ease. - Our target audience are hard working people who don’t have the time and energy to cut the grass. - These are also people who live in neighborhoods where lawn maintenance is required. - Our target audience is going to be young couples and parents who don’t have the time to mow their grass because they are busy establishing themselves. - Lastly, we are targeting people who are trying to live a more eco-friendly lifestyle and who want to give back to the environment.
Geographics - We are also targeting people who are homeowners in the Florida markets. - Currently there are 33,052 owner-occupied housing units in Orlando. - Currently there are 37,927 owner-occupied housing units in Fort Lauderdale. - Currently there are 46,847 owner-occupied housing units in Miami. We are going to start the launch in Orlando, Florida and make our way down to Miami therefore we are going for the east coast of the state that are along the coast.
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SWOT Analysis
Competitive Analysis
Strengths -
Green (Eco friendly, solar) Easy to use, even children can use it (safe) Cost eective (comparable pricing with traditional mowers) One of a kind
Price/Unit
Gas/ yr
Fertilizer/yr
Time
$200
$0
$0
5 min
Push Mower
$200+
$48
$75
1 to 2+ Hours
Riding Mower
$1200+
$168
$75
1 to 2+ Hours
Robot Mower
$1200+
$0
$75
1 to 2+ Hours
Dragony
Weakness - Very new idea/none like it on the market - Only for those with yards - New brand (uncommon name to households)
Opportunities - Other models of product (continued product line) - Commercial clients (i.e. lawn services) - Other yard/green products for a new line
Threats -
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Riding lawnmowers Lawn services Robot mowers Push mowers Apartment and condo owners
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Goals & Objectivies
Marketing Mix Price
Marketing Goals ------
Brand Recognition Customer Loyalty First Option in Consumer’s Mind To become international To constantly offer promotions
Marketing Objectives -----
Revolutionize a greener lawn mower style of service Well known brand Strong consumer awareness and relationship Have the consumer view the act of mowing the lawn as a fun activity
Communication Objectives: ----
Create brand awareness Create buzz Build consumer traffic
Marketing Strategies We will begin with launching a ninety-day ad campaign. To make this launch a sucess we will tap into the appropriate outlets based on our in-depth research. By utilizing all of these marketing angles we will create a strong brand awareness.
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Product price positioning will set a competitive advantage against possible competition. The MSRP will be at $199.99, which will include a charging station for backup when solar cannot be used, and an instructional guide.
Product The dragonfly is an extremely innovative way to cut your lawn without the work or the hassle. It is a green product that not only saves you time and energy but also indirectly fertilizes your lawn and helps the planet become a more eco-friendly place to live.
Promotion The initial launch starts on the 1st day of fall and will last 90 days in time for the gi giving holidays. Our 3 ad series will run in such magazines as Home and Garden and Real Simple. Our billboards will primarily be located on high traffic areas in Florida such as I95. The product will be linked on the Lowes website for a larger impact as well. Our campaign will use other traditional methods but we will focus a lot of time and energy in creating viral campaigns and guerilla advertising.
Place We will start our launch in Orlando, Florida and make our way down the coast. We have partnered with Lowes to penetrate a vast and nationwide market.
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90 Day Budget
90 Day Budget
(In Us $)
Corporate Id & Stationery Item
Quantity
Cost
& Multipurpose Application
1
5,000 5,000
$1100 $1100
10,000 10,000 10,000
$514 $514 $1,149
Letterhead Full Color Sky Background, 4/C Printing Full Color White Background, 4/C Printing
Envelopes Total Corporate Id & Stationery Cost
$24,377
Quantity
Cost
Custom-Made 20x20 Portable Display 30% Split Cost With Lowes Total Display Cost
1
Display Production And Custom Fabrication Promotional Giveaways Pens Bottled Waters Beach Chairs Cooler - 6 Pack Holder and Lunch Bag
1
$1,200
2000 3000 300 500
$540 $1950 $3762 $1,365
Total Trade Show Cost
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TV Commercial Including Art Direction And All Products 30% Split Cost With Lowes
Cos $38,550 -$11,565
Total TV FOX ABC NBC HGTV 30% Split Cost With Lowes
$26,985 1 1 1 1
Total TV
Trade Show Display Item
Quantity
$20,000
Business Cards 16 pt. card stock, silk matte, scored and folded - President - Distribution Manager
TV Item
Logo Design
(In Us $)
$82,300 -$24,690 $57,610
$66,427
$300,000 $300,000 $300,000 $300,000 -$360,000
$840,000
Website
1
$20,000
Billboards Lee County Broward County 30% Split Cost With Lowes
3 3
$370,000 $265,000 $190,500
Total Billboard
$635,000
Budget Expenses $1,612,789
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Ma r ke t i ng Br i e f