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Freshaire PR Plan
Freshaire PR Plan
Overview
The Freshaire Choice paint continues to draw attention. Media properties such as Real Simple, Pregnancy Magazine, apartmenttherapy.com, Sunset Magazine, House Beautiful and REDBOOK continue to show interest and intent to include Freshaire in their stories, round ups and color selections. At consumer events, interest is high, fan decks sell out and metrics on the web site show longer visits and increased interest in the community area. However, in the marketplace, sales are down. Likely reasons include: lack of store visibility, economic factors, and low brand awareness. And while the category is becoming more cluttered with bigger brands offering similar (but not better) products, The Freshaire Choice must continue to differentiate itself. With similar goals in mind for The Freshaire Choice paint in 2010 (six gallons per store per week) and two new innovations to its roster - eco-paint hardener and the removal of APEs from the formula - this will again put the brand on the cutting-edge of its industry and re-define The Freshaire Choice as a leader in green, eco-friendly innovation.
Objective
The overall objective is to announce and build awareness of the new innovations from The Freshaire Choice paint and continue to build the connection between color and well-being. With a decrease in media spend this year, well be looking for opportunities to make a big impact and take advantage of our relationships with media contacts.
Strategy
The overarching strategy is to over-educate and over-distribute, similar to the launch year.
Message Platform: Clean air. Clean water. Clean home. Clean up.
With the updates to The Home Depot display and brand identity materials, it seems natural to continue the messaging into our public relations materials, as well. Its an effective, concise statement that helps sum up the brands benefits and new technologies, while still maintaining the emotional element.
Tactical Recommendations
In support of the strategy and message platform, the following tactical recommendations are noted below, and will be fully outlined in the follow-up plan: Heavy focus on broadcast media relations: Satellite media tour In-house targeted efforts for top-tier list (includes press kit*) Print program: Short-lead plan: - Craft a camera-ready article to be distributed nationally - News release to be distributed via PR Newswire Long-lead plan: - Send press kit* and follow up accordingly - Schedule media tour in Des Moines to target all Meredith publications Craft a customized pitch and demonstration for key target media contacts in NYC. Eco hardener demonstration and activity - Hold a clean home-themed luncheon and invite target publications *Press Kit: Press kit to distribute to a targeted media list that will include print, web, broadcast and blogs. Traditional materials include: news release, a fact sheet explaining APEs and detailed information on traditional paint disposal vs. the eco hardener. Creative concept TBD but to be developed using Clean air. Clean water. Clean home. Clean Up. message platform, in order to announce and educate on eco hardener, APEs, etc.
Media/Consumer crossover event: Country Living Home Green Home The tactics also fit effectively within the allotted budget.
Type: Shared Title: "Think Green! Eco-Living" Details: 20-city co-op ground media tour featuring earth-friendly products, organic foods & beverages, gardening items and more Spokesperson: Sean McEwen, former Style Network reporter Tiimeframe: April 2010
2. A-1 Broadcast
Type: Stand-alone Title: Customized Details: Can expect 20-23 interviews for a 3-hour session Spokesperson: Freshaire would need to provide Tiimeframe: Customized
3. DWJ Television Type: Shared Title: Earth Day Details: Roughly 15 stations to broadcast the segment featuring ecofriendly home products Spokesperson: Ron and Lisa Beres (greennest.com) Tiimeframe: Earth Day, April 2010 4. MultiVu Type: Shared Title: Earth Day: Green and Efficient Homes Description: A green home is a healthy home; free of toxins with fresh air and a clean environment. A green home is also an environmentally friendly home with reduced energy use, conscience recycling efforts and sustainable living habits. In fact, creating a green home is easier then you think. Our national expert is available to discuss green ideas that you and your family can implement today that will help everyone live in a healthier environment. Details: Broadcast from NYC, running 7 hours,. Clients can attend virtually and provide feedback between interviews. In addition, strategic, guaranteed media placement is built in via the following media outlets: DirecTV's News & Information Network and the ION Networks, reaching a guaranteed audience of at least 4 million viewers. Spokesperson: Martin Amado, HGTV Tiimeframe: Earth Day, April 2010 We are recommending the MultiVu SMT for the following reasons: Shared SMT awareness building, Freshaire visibility (v. stand alone) Editorial content/relevance Guaranteed placement/pre-placement Appeal of spokesperson team/relevance/prior placements Vendor professionalism Earth Day timing Added value included in the SMT package: Multimedia news release and audio and video podcasting of the generic interview segment For reference, a recent example of SMT results for a current LS client, Frogtape (low awareness product) is shown below: Type: Shared Title: Holiday Home Improvement Details: 20-city co-op ground media tour featuring earth-friendly products, organic foods & beverages, gardening items and more Spokesperson: Jodi Marks
Tiimeframe: November 2009 Results: 862,386 TV impressions placed on 164 stations and 189,543 impressions via 11 radio stations over the course of one day
Media Relations
Much like previous years, Liggett Stashower will develop and fine-tune our media lists and make sure they are current and up-to-date. In addition, well be developing a blogger list, to ensure our messages are received by the appropriate on-line media contacts. Media Relations activity will certainly spike as concentrated efforts intensify (i.e., press
kit distribution, event follow-up, etc.) However, ongoing response and relationship maintenance will carry the activity throughout the calendar year. Out of pocket costs, such as monitoring and tracking via a clipping service are included.
Media Luncheon
Seeking an interactive platform to engage our media audience with The Freshaire Choice paint, as well and the new eco-hardener, we recommend holding a demonstration luncheon in New York City. The purpose of the luncheon is to engage the media in a controlled and appealing environment, and allow us to create the experience and lead the message. Additionally, the media luncheon will allow the Freshaire Choice to make the most of our New York City visit, coordinating desk-side appointments with our home and womens interest publications. The luncheon will be themed around a demonstration of the eco hardener, but will also include brand background and new color coordinations, as they relate to well being. Utilizing an area venue, lunch will be provided for the media attending. The key benefit of the media luncheon is to establish and maintain media contacts and relationships, resulting in renewed, continued interest in the brand, Freshaire Choice placements and publicity. The luncheon will allow for a more personal, one-on-one environment between the media and the Freshaire Choice team, providing a forum for
Press Kit
Liggett Stashower will develop a press kit to distribute to a targeted media list that will include print, web, broadcast and blogs. The press kits theme will mirror the revised Home Depot display with the Clean air. Clean water. Clean home. Clean Up. message and creative elements. The press kit will include a news release, a fact sheet explaining APEs and detailed information on traditional paint disposal vs. the eco hardener. Unlike previous press kits, this will be simple in nature, reflecting the overall notion that the eco hardener helps de-clutter peoples lives. The press kit creative elements will also help convey this de-clutter message. Listed below are the creative elements that will aid in explaining the Clean air. Clean water. Clean home. Clean Up. concept: Fact sheet on eco hardener vs. traditional paint hardener Allows us to explain the product benefits in a fun and informative way, allowing the media to discover the points of differentiation and product benefits. Electronic/digital component Whether we utilize a DVD, flash drive or landing page, the press kit will include a device to deliver the creative slide show presentation, providing education and a first-hand experience with the product. In addition, well want to provide the media with product images, pages from the community Web site to provide an interactive experience along with digital versions of the press kit elements. This will allow members of the media to easily access the materials for future use and directly connect them to the community Web site. Packaging TBD.
online media, New York politicians and tastemakers, design industry professionals and more. Resource Guide - take-away guide that will be distributed to 10,000 visitors to the house. The resource guide will identify the color used in each room. Literature Distribution -The Freshaire Choice will have the opportunity to distribute literature (up to 10,000 pieces) at the house during tours. Room signage Sinage at the World Financial Center Integration in Country Living New World Home Strategic Design Center -New World Home will be creating a Country Living NWH Strategic Design Center for the Country Living Portfolio of Homes in New Yorks Hudson Valley. Scheduled to open in Fall 2010, the Strategic Design Center will serve as a show home for prospective homeowners, a classroom for continuing education for realtors, developers and contractors, and will host tours for students to tout the benefits of green living. It is expected that approximately 80 B2B professionals and 80-100 consumers will visit the home each month.