delta nano fresh perspective
DESCRIPTION
Delta Nano is a company producing disinfectant sprays using the power of green nanotechnology. Working with a real client (Delta Nano), my team and I were tasked to formulate a Integrated Marketing Plan to increase the brand awareness and education of Delta Nano disinfectant and eventually, increase the sales of Delta Nano Sprays. Based on research of competitors and target audience, our team felt that Delta Nano needs a new brand direction in order to attract audiences to purchase the product. Our group proposed a change of the Unique Selling Preposition from "Kills 99.9% bacteria, viruses, moulds and algae" to "Protects one's environment". The rationale for this change is because the average consumer is bombarded with thousands of brands in their lifetime and they will not research deeply into the best brand that will suit to their needs. Instead, they will usually buy a brand that can resonate with them based on feelings. Thus a new slogan was formed, "Be at ease", to tell audience that by using Delta Nano Sprays, it will be able to protect your environment and let you feel at ease.TRANSCRIPT
FRESH PERSPECTIVE
DELTA NANO
WHERE ARE WE NOW?
New 1.
Intense 2.
Common USP 3.
Improve B2C 4.
WHAT must be done?
NEW DIRECTION
PROPOSED BRAND DIRECTION
AUDIENCE
HYGIENE TARGET AUDIENCE
HOME OWNERS
AUTOMOTIVE TARGET AUDIENCE
TAXI DRIVERS
FOCUS
CONSISTENT
Reposition 1 2
3 4
5
Personality
Slogan Colour
Identity
THINGS TO COVER
REPOSITION
“Kills bacteria, viruses, mold, algae”
“Eliminates odor”
“No toxic chemicals and solvents”
OLD Unique Selling Preposition
1 2 3
“Green Nanotechnology” 4
NEW Unique Selling Preposition
Protects one’s environment
“ “
PERSONALITY
OLD BRAND PERSONALITY
“UNKNOWN”
NEW BRAND PERSONALITY
WARMTH, CARING,
RELIABLE
“
“
SLOGAN
OLD SLOGAN
“Anti-bacterial Deodorizing Hygiene Spray”
NEW SLOGAN
EASE BE AT
“
“
COLOUR
OLD BRAND COLOUR
Blue Yellow
NEW BRAND COLOUR
Red
IDENTITY
OLD BRAND IDENTITY
NEW BRAND IDENTITY
Reposition 1 2
3 4
5
Personality
Slogan Colour
Identity
RECAP
TIMELINE
“BE AT EASE” CAMPAIGN
BE AT EASE CAMPAIGN SLOGAN/TAGLINE
EASE BE AT
“
“
BE AT EASE COLOUR SCHEME
Dark Red
White Dark Orange
Black
PREPARATION 1 THINGS TO COVER
BRAND AWARENESS 2 BRAND REMEMBRANCE 3
PREPARATION
3 MONTHS
AWARENESS
EXPOSURE
°
Packaging 1 2 3 4 5 6
Point of Sales Displays
Website Facebook
YouTube Guerrilla Marketing
360° EXPOSURE
7 Hanger Ads 8 Car Decals
PACKAGING
OLD PACKAGING
NEW AUTOMOTIVE PACKAGING
NEW AUTOMOTIVE PACKAGING
NEW AUTOMOTIVE PACKAGING
NEW HYGIENE PACKAGING
NEW HYGIENE PACKAGING
NEW HYGIENE PACKAGING
POINT-OF-SALE DISPLAYS
7-ELEVEN POINT-OF-SALE DISPLAYS
SUPERMARKET POINT-OF-SALE DISPLAYS
BUNDLE PRICING POINT-OF-SALE DISPLAYS
WEBSITE
OLD WEBSITE
NEW WEBSITE
PROTECTS ONE’S ENVIRONMENT
Contact Us
Delta Nano Automotive
Delta Nano Hygiene
Delta Nano Green Home About
Us
Copyright 2010 - 2013 Connect with us:
Delta Nano eMart
NEW WEBSITE
PROTECTS ONE’S ENVIRONMENT
Contact Us
Delta Nano Automotive
Delta Nano Hygiene
Delta Nano Green Home About
Us
Copyright 2010 - 2013 Connect with us:
Delta Nano eMart
OLD FACEBOOK PAGE
NEW FACEBOOK PAGE
PROTECTS ONE’S ENVIRONMENT
Delta Nano is a revolutionary product utilising green nano technology to disinfect 99.9% of germs, bacteria and viruses. Be at ease, feel protected, use Delta Nano today! Website: http://www.deltanano.com 3,000
3,000 likes □ 30 talking about this
BANNER ADS FACEBOOK PAGE
Harnessing the power of nano- technology, Delta Nano eliminates 99.9% of germs, bacteria, viruses and mould.
deltanano.com
Protect your environment today!
BANNER ADS FACEBOOK PAGE
Harnessing the power of nano- technology, Delta Nano eliminates 99.9% of germs, bacteria, viruses and mould.
deltanano.com
Protect your environment today!
BANNER ADS FACEBOOK PAGE
YOUTUBE
OLD YOUTUBE PAGE
NEW YOUTUBE PAGE
PROTECTS ONE’S ENVIRONMENT
PROTECTS ONE’S ENVIRONMENT
TRUEVIEW IN-STREAM YOUTUBE PAGE
Advertisement 0:28
You can skip to video in 3
BE PROTECTED
YOUTUBE PAGE
Advertisement 0:24
Skip Ad
PROTECTS ONE’S ENVIRONMENT
TRUEVIEW IN-STREAM
BE PROTECTED
TRUEVIEW IN-STREAM YOUTUBE PAGE
Advertisement 0:29
Be protected! Visit www.deltanano.com
BE PROTECTED
Skip Ad
GUERRILLA MARKETING
PROPOSED GUERRILLA MARKETING
PROPOSED GUERRILLA MARKETING
HANGER ADS
CAR DECALS
PROPOSED CAR DECALS
PROTECTED WITH
deltanano.com For more info visit:
“Kills 99.99% of germs, bacteria and viruses using green nanotechnology”
Packaging 1 2 3 4 5 6
Bundle Pricing
Website Facebook
YouTube Guerrilla Marketing
360° EXPOSURE
7 Hanger Ads 8 Car Decals
REMEMBRANCE
CONSTANT COGNITION
CSR 1 2
3 4
5
YouTube Hanger Ads
Car Decals
CONSTANT COGNITION
CORPORATE SOCIAL RESPONSIBILITY
MATURE HDB ESTATE (EG: TOA PAYOH)
Possible featuring a news release!!!
PUBLIC RELATIONS FACEBOOK PAGE
The Delta Nano team has efficiently clean up the places of mature HDB estates today. A total of 400 units of flats has benefited from Delta Nano. What the Delta Nano team has done is to clean the houses of these elderly. After that, it was sprayed with Delta Nano to disinfect the bacteria, germs, viruses and mould.
BANNER ADS FACEBOOK PAGE
YOUTUBE
TRUEVIEW IN-STREAM YOUTUBE PAGE
Advertisement 0:28
You can skip to video in 3
BE PROTECTED
HANGER ADS
CAR DECALS
PROPOSED CAR DECALS
PROTECTED WITH
deltanano.com For more info visit:
“Kills 99.99% of germs, bacteria and viruses using green nanotechnology”
CSR 1 2
3 4
5
YouTube Hanger Ads
Car Decals
CONSTANT COGNITION
PREPARATION 1 RECAP
BRAND AWARENESS 2 BRAND REMEMBRANCE 3
EXPECTED RESULTS
RESULT #1
81000 BANNER AD CLICKS
RESULT #2
200000 VIEWS YOUTUBE TRUEVIEW IN-STREAM
RESULT #3
1000 TAXIS CAR DECALS
RESULT #4
300000 WEBSITE VISITS
RESULT #5
3000 Facebook Fans
BUDGET
BUDGET HANGERS ADS $45,000
CSR $30,000
VIDEOS $10,000
BANNER $13,500
YOUTUBE $10,000
DECALS $1,110
DESIGN $5,000
GUERILLA MARKETING $35,100
BUDGET TOTAL BUDGET $149,710
SESSION
THANK YOU!!!