2. Who Are We?
• Established in 1886 as a consumer goods
industry that produced cleaning supplies
and other chemical based products.
• Located in Racine, Wisconsin
• Creates a revenue of over $8.5 billion
3. What We Do?
• Produce cleaning and chemical based
products such as: Shout, Windex,
Glade, Raid, Ziploc, and many others.
• Our target audience consists of mostly
middle aged women who live and/or
work out of their home. Mainly target
the average middle to lower class
housewife.
• We also target younger women who
have just moved into their own place
and are starting a life of their own.
4. What went wrong?
Five years after SC Johnson went “green”, the company faced a lawsuit against
their “Greenlist” Program that won Earn’s Presidential Award for Green
Chemistry. The agreement was to pull the logo from the labels because they did
contain the approved amount of organic material in the product to claim it as
green. To this day SC Johnson only uses the term “Greenlist” for rating the
amount of natural product in their different products.
5. Moving Forward
People in this world know that they need to take care of the environment and are doing their daily
chore to do so. SC Johnson must continue to support their consumers in their environmental
decisions. SC Johnson has done so by changing their packaging and other ingredients, so now it is again
time to share this information with the world. Keeping “Greenlist” is an excellent way of informing
consumers of exactly what it is they are using and what choices they have. Not only can “Greenlist” be
used to compare SC Johnson products but also rival companies. The best way to win over consumers
after a mistake is by admitting your wrong doing and committing to honesty.
What we propose is for SC Johnson to continue to go green and spread their knowledge
through to their consumers. Create long lasting personal relationships with them. Let them
know you support their opinions and will help them guide the way to a greener future.
6. Going Big
Get The Green campaign will big enough, honesty
enough, and green enough that people will no longer
have to question the companies reliability.
Advertisements that intrigue viewers through
questions about which product belongs where on
the line of 1 being least eco-friendly and 10 being
most eco-friendly. Joining the social media world.
And last but not least, holding contests and chances
to win that will push people to follow what the
campaign is leading.
Go big or go home is what I heard throughout most of my college career. I guess someone
was right. When a company takes a hit, it is hard to recover.
7. Get That Green
Get That Green is a campaign that will launch the ability for consumers to rate SC Johnson green products. The idea will be
similar to that of Consumer’s Report. The campaign will be promoted through multiple social media site such as Facebook,
Twitter, and Instagram.
✦ Hashtags: #greenlist, #getthatgreen,
#Johnsongoesgreen, and etc...
✦ Consumers can take photos on Instagram and
connect using these hashtags
✦ Facebook and Twitter can promote rating quizes
that will allow consumers to guess the ratings on
products and other facts about SC Johnson
products.
✦ Facebook and Twitter will post news and reports
✦Through these sites, SC Johnson will host
contests that relate to the Get That Green campaign
in which prizes will be given out
Connecting to people through social media will allow for long lasting relationships. Not only
will they buy your product because it’s cheap or the best, they will pick it because you
effected their lives and let them become a part of your company.
8. Budgeting
• Social Media Promotions/Sponsors: $1 million
• TV Advertisements: $400,000.00
• Other: $50,000.00
Total: $1,450,000.00
Campaigning is expensive but worth it in the end when done the right way. Instead of
spending money strictly on advertisements, put money towards engaging consumers and
relating to their level of things.
9. Get That Goal
The campaign will be a success when the “green” product
sales go up and when people have the knowledge to
understand what they are buying. Such as when a product
says that it’s “green” it doesn’t mean that it is make with
%100 organic material. It is important for them to know
what is in the products they are using and if it meets their
environmentally conscious standards. We also hope to
teach people about properly deposing of cleaning
products and plastic bottles.
10. SC Johnson
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A Family Company
Not only will SC Johnson inform consumers that they sell green products, but they will share
how they are changing as a whole company to make the world a greener place and create a
healthier future.
