Presented by

RED DOTMarketing

RED DOT Marketing is a Toronto based boutique agency created by a team of Seneca College’s leading event marketing and management specialists. What sets RED DOT apart is our innovative and collaborative international culture and our ability to utilize the diverse range of our team’s collective experience to fully engage each and every aspect of the event experience.

Our team strives to build powerful brand messaging and produce unique, strategic events for our clients. We develop ideas that will engage the consumer and bring our client’s brand to life.

Our commitment to production and activation management separates us from other companies. We’re in the field, working overtime to ensure that client expectations are met and exceeded.

• Goal

• To create brand awareness of Miracle-Gro’s flower magic through an entertaining, engaging, and educating experiential event

• Objective

• To attract 100+ potential consumers to the site every event day

• To increase sales of Miracle-Gro’s flower magic onsite by an average of 10% during each event day

• To persuade 20% of the event attendees to enter the Social Media sweepstakes

• To achieve 500 “likes” on Facebook

• To achieve 200 followers on Twitter

When Mid-April to Mid-May 2015, over 4 weekends

Who • Families, especially parents with kids;

• Adults ranging from 35-65;

• People who bring their family for an outing; and

• People who take their parents out who garden

What An educational and interactive “Alice in Wonderland” themed experiential marketing campaign

Where Selected Walmart store parking lots in rotation throughout the GTA (possible locations: Pickering, Oakville, Vaughan, Mississauga)

Why To engage consumers in order to gain awareness through a unique engaging, entertaining, and educational interactive experience

• Tent area approx. the size of both room 600 and 650 combined

• Under tent is Experiential Event showcasing Miracle-Gro’sflower magic product with an Alice in Wonderland theme

• Through-showroom design, much like IKEA

• Ambassador #1:

• Alice in Wonderland character (Alice!) greets customer at entrance of tent, gives customer unsealed packet of seeds. Leads them to….

• Ambassador #2:

• King of Hearts, who asks customer to sprinkle seeds and to water planter(s) to create flower event

• Ambassador #3:

• Queen of Hearts, “2 week stage” planter(s) area - little sprouts

• Ambassador #4:

• Cheshire Cat, “4 week stage” - small, green plants

• Ambassador #5:

• Dormouse, “6 week stage” - flowers have started to sprout

• Ambassador #6:

• The White Rabbit, “Summer full bloom” planter, and beyond to petting zoo

• Petting Zoo

• At petting zoo, aisle widens so as not to clog customer traffic. Customers can pet rabbits

• Also where Mad Hatter character can show magical tricks with flowers, etc.

• He can direct them to Social Media area

• For a Twoonie, customers can receive small amount of pellets to feed rabbits and proceeds go to “Alliance of the Great Lakes (protects the world’s largest freshwater resources) and “Evergreen” (greening restoration and community food products). Unifies Miracle-Gro and Walmart charities!

• Advertising with direct mailing flyers 1-month prior event

• Engages consumers to go on social media websites (Instagram/Pinterest) and publish their tutorial/videos with pictures from their own gardening experience in order to win the main prize

• Onsite SOCIAL MEDIA area:

• Booth where coupon given to customers with 10% discount off Miracle-Gro’s flower magic purchases for that day only

• Beside coupon section is small form attendee can fill out to have chance to enter sweepstakes: provide email address. Deadline May 31st to enter

• Winner of sweepstakes wins visit by Miracle-Gro reps to visit winner’s home to give free consultation on gardening strategies and tips

• 3 Tablets to “Like” on Facebook, beside Sweepstakes booth

• Frame to take pic of customers: can Twitter or Instagram

• Frame has written:

“Experience the flower magic with Miracle-Gro!”

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• WALMART venue:

• Higher customer traffic than competing Canadian Tire stores

• Target market is families with modest incomes, but includes more female target base than Canadian Tire

• Has supported Brand Events in past, tied with charities

• Free of charge to participate, free parking

• Easily accessible, nearby the residential areas

• Other key factors:

• Alice in Wonderland appeals to younger audience, aligns with Walmart

• Creates WOW factor

• Sense of urgency with discount coupon draws customer to enter store

Items Costs ($)

Vehicle rental and storage cost $ 1,000

Tent costs

$1,000 per weekend, includes installation $ 4,000

Advertising flyers from Walmart for Event $ 4,000

Gas $ 500

Signage $ 1,600

Props, staging, lighting $ 5,500

Costumes and makeup $ 1,600

Petting zoo rabbits, food, décor $ 4,000

6 Actors at $15/hr x 8 hrs x 8 days $ 6,000

Technology: Tablets/iPads, Wi-Fi $ 3,000

In-kind venue usage from 4 different Walmart locations for Event In-kind

Contingency fund $ 1,000

Food & Beverage $ 2,800

Total $ 35,000