Assignment
To generate trial and sales of all Swiffer products
by gaining the attention of college students and
to convey the message that cleaning can be fun
and easy and that it doesn’t have to be a chore.
Our TARGET
•
Demographic Profile
– Gender: Male & Female
– Age: 18-24
– Income: 0-10,000
– Ethnicity: Diverse
•
Psychographic Profile
– Interests/Hobbies: partying, dating, educational & career development,
college sports, philanthropy, networking, entertainment, technology
– Lifestyle: active, busy, unstructured, independent, interactive, college
student
– Attitudes: open-minded
TARGET
•
College students who
are ready to make their
own lifestyle decisions
•
Students who are busy
and involved and don’t
have a lot of time to
spend cleaning
•
Students who believe
cleaning is time
consuming, difficult, or
boring
Reach our target at the right TIME
Initial Contact
•
Beginning of academic
year
•
Warm Weather
Secondary Contact
• During the Spring when students are settled in and rooms
begin getting messy
• Friday afternoon the Swiffer Roommate Challenge will be held
Reach our target in the right ENVIRONMENT
Initial Contact
•
Who: Big 10 Universities
– University of Michigan
– University of Wisconsin
– Purdue University
– Illinois University
– Iowa State
– Ohio State
– Northwestern
– Indiana University
– Unveristy of Minnesota
– Penn State
•
What: The Swiffer Big 10 Sweep will begin in the Midwest.
•
When: Our first visit will be in the fall during welcome week, when students
are returning to school.
•
Where: Heavy populated events on campus
•
Why: the Big 10 Universities are well-known and heavy populated
Reach our target in the right ENVIRONMENT
ILLINOIS
Location:
Enrollment:
Founded:
Nickname:
Colors:
President:
Chancellor:
Athletic
Director:
Joined Big
Ten:
Urbana- Location:
Champaign, Ill.
Enrollment:
36,738
Founded:
1867
Nickname:
Fighting Illini
Orange and Blue Colors:
Joseph White President:
Richard Herman Athletic
Director:
Ron Guenther
Joined Big
1896 (charter Ten:
member)
MICHIGAN
IOWA STATE
INDIANA
Bloomington, IN Location:
38,903 Enrollment:
1820 Founded:
Iowa City, IA
28,705
1847
Hoosiers Nickname:
Hawkeyes
Cream and Colors:
Crimson
Michael President:
McRobbie Athletic
Director:
Black and Gold
1899
Location:
Enrollment:
Founded:
Nickname:
Colors:
Sally Mason
President:
Gary A. Barta
Athletic
Director:
Joined Big
Ten:
Ann Arbor, MI
37,197
1817
Wolverines
Maize and Blue
Mary Sue
Coleman
Bill Martin
1896 (charter
member)
Reach our target in the right ENVIRONMENT
Location:
MINNESOTA
Minneapolis, MN
Enrollment:
Founded:
Nickname:
Colors:
President:
Athletic Director:
Joined Big Ten:
45,361
1851
Golden Gophers
Maroon and Gold
Robert H. Bruininks
Joel Maturi
1896 (charter
member)
OHIO STATE
NORTHWESTERN
Location:
Enrollment:
Founded:
Nickname:
Colors:
President:
Athletic Director:
Joined Big Ten:
Evanston, IL
18,028
1851
Wildcats
Purple and White
Henry Bienen
Jim Phillips
1896 (charter
member)
Location:
Enrollment:
Founded:
Nickname:
Colors:
President:
Athletic Director:
Joined Big Ten:
Columbus, OH
54,989
1870
Buckeyes
Scarlet and Gray
Gordon Gee
Eugene Smith
1912
Reach our target in the right ENVIRONMENT
Location:
PENN STATE
University Park, PA
Enrollment:
Founded:
Nickname:
Colors:
President:
Athletic Director:
Joined Big Ten:
40,571
1855
Nittany Lions, Lady
Lions
Blue and White
Graham Spanier
Tim Curley
1990
Location:
PURDUE
West Lafayette, IN
Enrollment:
Founded:
Nickname:
Colors:
President:
Athletic Director:
Joined Big Ten:
37,871
1869
Boilermakers
Old Gold and Black
France Cordova
Morgan Burke
1896 (charter
member)
WISCONSIN
Location:
Enrollment:
Founded:
Nickname:
Colors:
President:
Athletic Director:
Joined Big Ten:
Madison, WI
41,219
1848
Badgers
Cardinal and White
John Wiley
Barry Alvarez
1896 (charter
member)
Reach our target in the right ENVIRONMENT
MICHIGAN STATE UNIVERSITY
Location:
Enrollment:
Founded:
Nickname:
Colors:
President:
Athletic Director:
Joined Big Ten:
East Lansing, MI
43,159
1855
Spartans
Green and White
Lou Anna K. Simon
Mark Hollis
1949
Reach our target in the right ENVIRONMENT
Initial Contact
•
During our initial contact, the “Swiffer Big 10 Sweep,” will bring the
Swiffer Trailer to major campus events taking place in the early fall.
Example: Michigan State University’s U-Fest held during welcome
week
• More than 6,000 students attend the U-Fest at the heart of campusthe MSU Union.
Event features:
-
live music
interactive games
prizes
product sampling
giveaways
Reach our target in the right ENVIRONMENT
Initial Contact
•
Branded trailer
•
Dorm room setting inside of trailer where demos of the Swiffer products will be
presented
•
Video of a demo playing on built-in touch screens throughout trailer along with
Swiffer commercials
•
Outside photo booth with various background options and the option to take
photos with Swiffer promotional models
•
Dating game called “Baby Come Back”
- Three doors to choose from
- Behind each door is a branded prize:
-Frisbee - Aluminum Water bottle - Beach Ball - Drawstring Backpack
•
Swiffer promotional models:
- Attractive college-aged male and female
- Male models wear white branded Swiffer Polo Styled shirts, white bottoms
- Female models wear white branded dress
Examples of Branded Trailer
Reach our target in the right ENVIRONMENT
Secondary Contact
•
Second visit to Big 10 Colleges
•
Focus on students where they live and relax -near their
residence halls and campus apartments.
•
Open-air tents outside the dorms with two “sample cleaning
surfaces
•
Swiffer Roommate Challenge will be a competition between
roommates or friends.
- who can Swiffer the floor of a sample room the fastest
- Participants will be timed
Winners of challenge receive 50% off coupon for any Swiffer
product and a premium of choice.
Reach our target in the right ENVIRONMENT
Swiffer Trip Giveaway
•
The Swiffer Trip Giveaway
-
Drawing for all the participants
of the roommate challenge
-
Swiffer would pay for two
round-trip tickets to Miami, FL
as well as a stay in a 5-star
hotel for 3 nights
-
The winner of the competition
will be announced on the
Swiffer Facebook “fan” page.
-
Trip will take place as soon as
student finals end that Spring
Reach our target in the right
ENVIRONMENT
Ongoing Contact
•
Facebook “Become A Fan” Page
– Swiffer would create and maintain a “fan” page on Facebook. Students
would be drawn to visit the page because they would need to visit it to find
their pictures from the Swiffer photo booth. Additionally, they would want
to visit the page frequently to see if they won the Swiffer Summer trip
•
Widget applications for Mac & PC users
– The Swiffer widgets would update subscribers with fun cleaning tips &
tricks daily, occasionally directing them to the website for coupons
•
Swiffer Website
– Add an additional College-focused page to the Swiffer website that features
a downloadable version of the Swiffer newsletter, desktop wallpapers,
dorm room cleaning tips, and other fun downloads aimed at college
students.
Advertising Initiatives
•
Wallboards in laundry room that give students fun tips and
tricks for doing their own laundry, cleaning their rooms, and
living on their own. Next to the tips, we would feature a
Swiffer print advertisement
•
Wallboards in engineering halls that focus on the “Engineering
of Cleaning.” These wallboards would focus on the different,
technical “parts” of a Swiffer product. They would then focus
on the fact that it takes a lot of knowledge to engineer a
Swiffer product, but hardly any to pick one up and use it
•
Wallboards similar in tone and style would be featured in
different halls on campus, focusing on the majors of the
students who are most often in that building
Why the “Swiffer Big 10 Sweep” and successful
Promotion
•
Big 10 Universities are well-known and heavy populated
•
We will reach a large crowd of students aged 18-24 , male and
female
Thank you!
Big Mitten Media