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Orientation Documents: Public Relations Proposals PowerPoint Presentation
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Orientation Documents: Public Relations Proposals

Orientation Documents: Public Relations Proposals

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Orientation Documents: Public Relations Proposals

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  1. Orientation Documents: Public Relations Proposals January 3, 2012

  2. Overview • Communications Objectives: PR • Expectations of an Agency Partner • Opportunities: • PURELL Advanced • Additional Layers to our Key 2012 Media Plans • Addendum CONFIDENTIAL

  3. 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) CONFIDENTIAL

  4. 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 CONFIDENTIAL

  5. 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 CONFIDENTIAL

  6. Addendum

  7. 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

  8. PURELL® Advanced Instant Hand Sanitizer 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 Not just in a test tube Formulation matters PURELL Advanced foam and gel superior to competition + HCPHW Test Method: 2 ml Application 5 Application One 4 Application Ten “On hands” testing, too! 3 Application 10 Req Log 10 Reduction from Baseline Most 99% claims are based on test tube results; PURELL 99.99% claims are based on hand testing 2 Application 1 Req 1 0 PURELL®AdvancedGel 70% v/v PURELL®AdvancedFoam 70% v/v Product A 90% v/v Product B 62% v/v Product C70% v/v Product D 70% v/v Product E 62% v/v Product F 68% v/v 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.

  9. Driving Awareness New Systems New Package Refresh 2012: The Year of PURELL® Advanced Scientific Discovery and Strategic Influencing • < General Sell Sheet • (All markets) • LIT-PUR-ADVANCE • PURELL® Advanced • Technical Brochure • HCE-LIT-PBROCH New Media Technical Literature Claims • Ounce for ounce, outperforms competition • Clinically proven: Kills the most germs

  10. 2012 PURELL Media Buy Does not include purell.com initiatives Does not include purell.com initiatives Does not include purell.com initiatives CONFIDENTIAL