Orientation Documents: Public Relations Proposals
January 3, 2012
CONFIDENTIAL2
Overview
• Communications Objectives: PR• Expectations of an Agency Partner• Opportunities:
– PURELL Advanced– Additional Layers to our Key 2012 Media
Plans• Addendum
CONFIDENTIAL3
Communications Objectives
• Use PR to create awareness and engagement for our Target Audience:
– W25-49; HHI: $65K+; with Kids < 12– Surround her in sought out environments
• Leverage existing media buys with PR during our key drive periods
– Phase I Launch: PURELL Advanced (February)– Back-to-School (July)– Cough-and Cold (Q4)
CONFIDENTIAL4
Expectations of an Agency Partner
• Confidential relationship (signed NDA) and category exclusivity
• Develop a spec work proposal on PURELL Advanced to turn into a Q1 project
• Trial partnership, with the potential for more work with Back-to-School and Cough/Cold
• Close collaboration with primary agency partner: Wyse Advertising
CONFIDENTIAL5
Opportunities• PURELL Advanced (Feb):
– A breakthrough sanitizer advancement (see addendum)
– Launching in FDM as a line upgrade in January– Media weight focused on late February when
distribution has been achieved• Extended Support (Q2/Q3):
– Back-to-School Full Media Campaign with a focus on PURELL Advanced
– Cough&Cold Full Media Campaign with a focus on PURELL Advanced and other new Line Extensions
Addendum
PURELL Advanced
• Target Audience: Empowered and Safety Seeker psychographic segments = time-pressed health gate-keepers looking for smart solutions to feel reassured, be in control, and keep their families well and performing at their best.
• Insight: Moms think that all hand sanitizers kill germs equally well and therefore buying less expensive brands are a better value
• Key Benefits: New PURELL Advanced provides more germ-killing punch in every squirt than other brands.
– Kills More than 99.99% of Germs– 1 squirt of PURELL is equivalent to 2 squirts of the nearest selling
brand– With 4 moisturizers, clinically proven to maintain skin health– Trusted and Used by Hospitals
PURELL® Advanced Instant Hand Sanitizer
FDA Requirement for 2 log10 reduction at Wash 1 and 3 log10 at Wash 10 Healthcare Personnel Handwash, Study # 110103-101, April 5, 2011, BioScience Laboratories, Bozeman, MT.* Healthcare Personnel Handwash Study # 1009077-101, January 6, 2011, BioScience Laboratories, Bozeman, MT.
+Most 99% claims are based on test tube results; PURELL 99.99% claims are based on hand testing
Not just in a test tube
“On hands” testing, too!
The Science Behind the Breakthrough• GOJO R&D created something powerful and revolutionary• PURELL is 99.99% effective, not just in test tubes, but on hands, too!
Most of our competitors cannot claim “on hands testing” We deliver performance at just 2mLs of product
Formulation mattersPURELL Advanced foam and gel superior to competition
HCPHW Test Method: 2 ml Application
Log
10 R
educ
tion
from
Bas
elin
e
0
1
2
3
4
5
PURELL®
AdvancedGel 70% v/v
Application OneApplication Ten
Application 1 Req
Application 10 Req
PURELL®
AdvancedFoam 70% v/v
Product A90% v/v
Product B 62% v/v
Product C70% v/v
Product D70% v/v
Product E 62% v/v
Product F 68% v/v
Driving Awareness
New Systems
New Media
Technical Literature
Scientific Discovery and Strategic Influencing
New Package Refresh
< General Sell Sheet (All markets) LIT-PUR-ADVANCE
PURELL® Advanced
Technical Brochure HCE-LIT-PBROCH
Claims• Ounce for ounce, outperforms
competition• Clinically proven: Kills the most germs
2012: The Year of PURELL®
Advanced
CONFIDENTIAL10
2012 PURELL Media Buy
TV/Radio
FSI
Magazines
Add'l Tactics *School Family Media *In-Store: Arctic Zone Bags*Sweepstakes/Promotion*30MM Coupons
*Red Carpet Sweepstakes *255K Samples
Target Impressions
ReachFrequency3+ Reach
Reach: 90%Frequency: 5.9x3+ Reach: 66%Impressions: 272MM+
2012 PURELL Marketing Communications Plan
Advanced LaunchFeb. 20-March 18 (4 weeks)
Total Campaign Deliveries
50 MM Impressions
46.5 MM Circulation
21.6MM Impressions
5MM ImpressionsDigital
18.20%
76.3%
3.1x
*Oscar Brand Ambassadors*Nominee Gift Bag*Satellite Media Tour*Oscar Viewing Party
*30K+ Samples
106MM+ 122MM+
56.2%
2.0x
62.5%
3.3x
13.80%
52MM Impressions
46.5MM Circulation
24.2 MM Impressions
15MM Impressions
39MM Impressions
46.5MM Circulation
12MM Impressions
34.20%
*Santa Photo Line Promo*Sweepstakes/Promo*17K Samples
57MM+
Back to SchoolJuly 30-Sept. 30 (9 weeks)
Cough ColdNov. 5-Dec. 23 (7 weeks)
Does not include purell.com initiatives
Does not include purell.com initiatives
Does not include purell.com initiatives