that I bought the Proposal Pack. The reaction from my existing clients has been great! They are very impressed with how detailed and professional my new business proposals are."
June 20xx Pat Gudrickson Senior Product Manager LiquiPlanet Inc. Courtney Blvd Bismark ND Dear Ms. Gudrickson Please find enclosed our strategy for advertising LiquiPlanet water filtration devices. We are as enthusiastic as you are about letting the world know these great products are available. As we discussed briefly over the phone Shur Advertising has specialized in marketing earth friendly products since 2000. We know your target audience and how to reach them. This proposal represents the creative vision of team of six Shur specialists. After reviewing our ideas please call me at the number listed below so we can meet in person and start getting the word out about your products. Sincerely Jamie Pollock Shur VP Client Outreach Shur Advertising Inc. 555 555 5555 firstname.lastname@example.org www.shuradvertising.com
Shur Advertising Aspenall Avenue Suite Boulder CO PH 555 555 5555 FX 555 555 5556 www.ShurAdvertising.com Advertising Campaign for LiquiPlanet Inc. June 20xx Prepared for. Pat Gudrickson Senior Product Manager Prepared by. Jamie Pollock Shur VP Client Outreach Shur Advertising has specialized in marketing earth friendly products for over years. We know your target audience and how to reach them. After reviewing our ideas please call me at the number listed below so we can meet in person and start getting the word out about your products. LiquiPlanet water filter products are new to the market. Therefore the goal is to create product awareness and gain market share as soon as possible. Goals and Objectives.
. Make public aware of LiquiPlanet and its products By following the plan outlined in Outreach and Advertising Plan pages the public will quickly become aware of LiquiPlanet as new manufacturer of water filtration products. Note that the plan must be followed in sequence. First the charitable donations must be organized and teaser ads placed on the internet. Then deliveries must be filmed and film clips incorporated into television and internet ads. Radio interviews and magazine ads may be concurrent with television and internet ads or may follow shortly after television and internet ads. Within six months LiquiPlanet will have global presence. . Gain 50% market share within one year By following charitable giving advertising approach we predict that LiquiPlanet will own at least 50% of the water filtration market within twelve months. Note that LiquiPlanet must ensure fast continuous delivery of products that satisfy the customers’ needs for this to happen. This means that LiquiPlanet’s manufacturing and delivery services must be able to respond quickly to fill orders that will come after scheduled advertisements. . Become established as the ‘green’ supplier of water filtration products and continue to gain market share in years to come The initial donation project and subsequent interviews articles and advertisements should firmly establish LiquiPlanet as the eco friendly socially conscious supplier of water filtration products. To maintain its reputation and garner further market share LiquiPlanet must prove itself by continuing charitable donations or sponsorship projects making the public aware of these activities soliciting customers’ comments and incorporating customers’ suggestions for improvements and advertising that. The cycle must be repeated annually. Furthermore the LiquiPlanet headquarters and manufacturing facilities must be shown to be continually ‘eco friendly.’
LiquiPlanet wants to gain reputation as an environmentally friendly socially conscious manufacturer of water filtration products. At the current time LiquiPlanet is unknown. Therefore LiquiPlanet has unique opportunity to create positive image with the launch of its first products. By using charitable donation project as its product rollout and then subsequently advertising that project when introducing its products LiquiPlanet will firmly establish itself in the mind of customers as ‘feel good’ company. LiquiPlanet must strive in every way to continually promote the company and its products as ‘green’ and good for the planet and its people. Shur Advertising recommends that LiquiPlanet’s advertising campaign begin shortly after major philanthropy effort to supply products to areas in need of clean drinking water. We recommend that LiquiPlanet choose at least three areas from list we will supply and then donate water filtration products practical for that area. Note that we have chosen small population clusters that have great need—villages in Africa Latin America and Asia; and isolated rural populations in the United States that are experiencing problems with potable water supply. All products donated will be labeled with the distinct LiquiPlanet logo and all adults receiving products must agree to be interviewed and videotaped at no cost for LiquiPlanet commercials at the company’s request.
Mission By donating products to create clean water and then advertising this effort using the stories of the people who benefited LiquiPlanet will become known as the water filtration company that wants to save the planet and better the lives of its people. Goals LiquiPlanet should supply the entire population of at least three targeted areas with filtration devices that will give them clean water to drink—products for total of approximately households and between 150 250 people. The company will deliver the products and film the delivery instruct the recipients on how to use the products then return in week or two to interview and film the users. Outreach Efforts LiquiPlanet should choose at least three areas from the list prepare and package donations and inform the areas that products and film crews are coming on specific date. We recommend enlisting the aid of WorldWise Water nonprofit with whom Shur Advertising has worked in the past and who would be happy to serve as coordinator and advisor in this effort. Benefits By following this plan LiquiPlanet products will instantly become the ‘feel good’ products that customers are proud to purchase giving LiquiPlanet big jump on the competition. All donations will be tax deductible as well. This plan combines charity with publicity to create public awareness of new products that can benefit everyone. All advertising will be based on two basic ideas. . Everyone on earth deserves clean pure water. You can have water as clean and pure as nature intended by using LiquiPlanet water filtration products
The following are general script and design concepts for various advertising media. Internet videos For teaser videos short clip of life in the area will be shown followed by the message. How will one company transform the lives of all people in town or village name country. Go to www.LiquiPlanet.com to find out. This concept will drive traffic to LiquiPlanet’s website where the charitable project will be featured and products will be described along with short clip showing how the filters can be recycled. For videos few months later the question will be asked. How did one company transform the lives of all people in town or village name country. This will be followed by short interview clips with donation recipients about how LiquiPlanet’s products improved their lives and end with the message "Enjoy the gift of pure water in your home" followed by link to the company’s website. Television ads Television ads will be 30 second documentaries featuring donation recipients telling how LiquiPlanet’s gift changed their lives and then showing how the featured product can work in the viewer’s home. We suggest two different ads; one for pitcher faucet products and one for the portable water bottle. Both should show that the filters are recyclable.
This concept will firmly establish LiquiPlanet as ‘good neighbor’ in the world and as ‘feel good’ product to purchase. Radio interview ads We believe that radio time should be used principally for interviews with LiquiPlanet staff who were involved in the donation product. This will cost the company nothing and will have wide appeal. The company may later decide to run ads on the radio which should briefly explain the charitable project followed by brief summary of LiquiPlanet’s products. Print ads Depending on publication we suggest two possible ads. . For publications appealing to general consumers we recommend an image with natural waterfall in the background and all of LiquiPlanet’s products in the foreground. The words "Everyone deserves clean water" along with the distinctive company logo and website URL should be prominently displayed.
. For publications appealing to outdoor types or sporting types we recommend display featuring natural waterfall in the background and hiker drinking out of LiquiPlanet portable bottle. The words "Enjoy pure water anywhere" along with the distinctive company logo and website URL should be prominently displayed. Billboard ads We suggest display similar to the print ad for general consumers described above. We recommend that LiquiPlanet follow the advertising plan outlined below. . Establish state of the art website. Before the product rollout or the charitable donations LiquiPlanet should create website with ‘green’ feel and message instructions for using and recycling products the ability to collect user comments with the caveat that comments may be featured in advertising campaigns and News page that will be regularly updated on eco friendly activities of the company. One day before teaser videos are placed add information about upcoming charitable activities see Outreach page in this proposal to the News page and home page. . Place short ‘teaser’ promotional videos advertising company’s upcoming activities on the internet. One week before donations are made short teaser videos will appear on multiple websites teasing viewers with this message. How will one company transform the lives of all people in town or village name country. Go to www.LiquiPlanet.com to find out. Teaser videos will be created and placed by Shur Advertising.
. Place longer infomercial videos advertising company’s activities and products on the internet. After videos of field interviews with recipients of LiquiPlanet donations have been combined with studio filmed sequences describing LiquiPlanet products place these complete videos on multiple websites. Videos will be produced by Shur Advertising associates and placed by Shur Advertising. . Place ads on television. After videos of satisfied recipients of LiquiPlanet donations have been filmed and combined with studio filmed sequences describing products advertising time should be purchased at times that our target audience is most likely to be watching. Shows featuring environmental animal and health subjects are the most desirable. See other pages in this proposal for scripts for these ads and suggested placements. Shur Advertising can recommend several media companies that specialize in this type of ‘feel good’ commercials. . Schedule radio interviews of LiquiPlanet employees who participated in the donation project. Our research shows that interviews are more beneficial to new company’s sales than ads on the radio and many radio shows are looking for interviewees. Shur Advertising can arrange for interviews and write scripts for participants. Radio ads will be beneficial after the public has become aware of LiquiPlanet and its products. . Place articles and ads in magazines. Many magazines will welcome well written article describing LiquiPlanet’s charitable launch project and if possible an article should accompany an ad the first time LiquiPlanet products are advertised in that publication. See other pages in this proposal for suggestions on where to place magazine ads. Shur Advertising will create these articles and advertisements. . Repeat the charitable project advertising PR cycle yearly. We predict you will be amazed at your sales if you follow the strategy outlined here. Then to keep the feel good and sell even better cycle going we recommend that LiquiPlanet take on one donation project or sponsor one worthy organization or event per year to keep the company firmly established in the public eye as the eco friendly socially conscious supplier of water filtration products.