Danielle & CompanyAccount Manager: Monica A. Melia

Organic vs. Inorganic

• ex. Bath & Body Works– Artificial colors– Artificial fragrances– Triclosan

Why Organic?

• Natural Oils– Sunflower seed oil– Peppermint oil

• Toxin-free– Pesticides– Fertilizer

• Cruelty free

Client Overview

• Danielle Fleming (Founder)– Behavioral therapist

• Organic Ingredients– Bath, body, & home

• 14 different scents– 5 mood enhancing categories

• Men’s Line– Purely Naked

SWOT Analysis

• Strengths– Sincerity– Recyclable packaging– NOT tested on animals

• Weaknesses– Unfamiliar

SWOT Cont…

• Opportunities– Broader clientele– Expansion– Sampling

• Threats– Other organic lines– Local competitors

Brand Strategy

• Philosophy of Brand– Aromachology

Strategy

• Goals– Awareness– Business– Effective– 100% eco-friendly

Strategy Cont…

• Target Audience– Men/women – 35-60 yrs.

• Method– Problem

• Low advertising– Solution

• More marketing– Action

• Commercial, billboard, print ad

Media Tactics

• Magazine Print Ad– Organic Spa– Natural Health– Home & Garden

Magazine Ad

• Elements of Ad– Sexy & Soft– “This sensuous blend of freesia, violets, and jasmine

was created to give you the feeling of confidence and tenderness. Light, flirty scents that boost your mood and feel subtle sexiness.”

Billboard Ad

• Elements of Ad– feel organic. be organic.– Danielle & Company, 831 Adams Ave., Scranton,

PA or visit Danielleandcompany.com.

TV Ad

Budget & TimetableAd Type Media

OutletAd Size Cost Per

RunFrequency Campaign

ScheduleTotal

Cable TV ABC :60 sec. $9 2x per day, 5 days a week

All year round

$4,680

Print Ad Natural Health

.5 pg. $200 2x a year Random $400

Billboard NEPA region

Entire, big billboard

$1230 4x a year All year round

$4,920