COMMS

PLANNING

METHOD
Green Media//Team 7
TABLE OF CONTENTS
01 Meet the Agency 06 Target Audience

02 Executive Summary 07 Competitor Analysis

03 Campaign Objective 08 Communications Platform

04 Industry Analysis 09 Unique Media Contact Points

05 Brand Analysis 10 Next Steps

 MEET THE AGENCY

GREEN MEDIA
At Green Media, we are motivated to create the best
opportunities for our people. Our commitment to take a
people-first approach to grow businesses is the reason
why we are so confident in our ability to progress
brands in meaningful ways. We believe the most
effective way in doing so is understanding business
problems and opportunities. At the end of the day,
business is not about numbers, but it is about being
part of a community where individuals share their
stories and to reach greater goals. Green Media is here
to guide you toward achieving your goals.
 OUR TEAM

Gracie Baek Jiyoon Ro Molly Trahan

My Method of being Green: using My Method of being Green: using My Method of being Green: using
reusable bottles and straws to reusable shopping bags instead of LED lights and solar charging a
reduce plastic use plastic bags, thrifting portable charger for my phone and
other small electronics
Soap Preference: seasonal Soap Preference: mint schemes,
foaming hand-soaps scented to waterfall scents Soap Preference: lavender and
reflect the current season lemon foaming hand soap
 EXECUTIVE SUMMARY

Method is a cleaning product brand that aims to make cleaning fun. Our target market involves
“On-the-go college” students and “Creative moms” who are artsy, enjoy thrifting, and are looking for
ways to make mundane and tedious tasks more enjoyable.

In comparison to our competitors, Method offers the best of both worlds, offering a sustainable and
eco-friendly products as well as products that are fun, colorful, and have unique scents. Method is widely
known by many, but how do we capture a unique audience and drive engagement with them to go
beyond awareness?

After exploring the cleaning product industry and Method as a brand, we found a potential to grow the
brand and the consumer journey through highlighting the connection of creativity and sustainability
between Method and its target audience.

We want to bridge the gap between Method and its audience by conveying to them that Method can
bring more color and fun into their lives; it’s not a boring old soap brand. We aim to achieve this through
social media efforts, rewards/loyalty program, and pop-up event at stores that our target frequently
visits. The goal is to drive engagement with our audience, showing them what Method has to offer and
allowing them to experience the joy and fulfillment that comes with using Method.
 CAMPAIGN OBJECTIVE

Increase conversations
and drive engagement
with our target audience

Many people have heard about Method. Our

campaign objective is to move beyond just
brand awareness in order to capture the
audience and drive conversations and get
more interactions with them.
 INDUSTRY ANALYSIS
COVID CLEANING 1 SUSTAINABILITY
Consumers are shifting from an overconsumption of More and more companies are following the trend of
cleaning products to a cleaning fatigue. becoming a sustainable company through their
business practices and/or products.
Businesses under the cleaning product industry
capitalized on a COVID conscious market by Sustainable can mean many things. Some top
trending sustainable practices are: eco-friendly,
highlighting the antibacterial properties of their
chemical free, and recyclable.
product. Consumers are growing tired and bored with
this method. Competition and consumer preferences are driving
alike brands to follow the sustainability trend: “more
Brands within the cleaning industry need to innovate than two thirds of younger consumers would like to
and draw consumers back in as the threat for see more sustainable initiatives from retailers.”2
coronavirus is not as prominent for consumer
decisions. Creative collaborations and leaving room Methods own website highlights an abundance of
for consumer personalization is key. practices instilled in their business from clean energy
to one-stop-shops. 3

1. https://reports.mintel.com/display/1064217/?fromSearch=%3Ffreetext%3Dmethod%2520cleaning%
2520&resultPosition=3
2. https://reports.mintel.com/display/1137953/?fromSearch=%3Ffreetext%3D2022%2520is%2520ecofri
endly%2520&resultPosition=1
3. https://methodhome.com/
 BRAND ANALYSIS
THE BRAND THE PRODUCT CORE VALUES
Method was founded by Adam Method is a brand that offers Method believes in doing business
Lowry and Eric Ryan to allow for household cleaning products, with a purpose that goes beyond
cleaning designed with the future including home cleaning products, profits. The 3 core values of
in mind. hand wash, body wash, laundry method are purpose, people, and
products, and dish cleaners. planet.
Method strives for a sustainable
lifestyle for its consumers, beyond The packaging consists of simple Purpose: Method uses their
offering reusable and recyclable designs with fun colored products, platform to make a difference in
products. In their manufacturing allowing the consumer to display social/environmental problems.
factories, Method has wind traditionally “hidden under the
turbines, green roofs, and solar sink” products in their home as People: Method is people-centric,
tracking trees, as well as decor in their home and make meaning they make decisions
manufacturing and distributing cleaning fun. based on the team, community,
everyone in one building as a and consumers.
one-stop shop. Method makes Method products are cruelty free
efforts to reduce their carbon and made without parabens or Planet: Method believes taking
footprint and work towards a more phthalates. They offer refillable care of the planet and our
sustainable and and reusable products as well as environment is one of their most
environmentally-friendly future.1 recyclable packing.1 important responsibilities.1
1 https://methodhome.com/about-us/our-story/
 STRENGTHS
Method promotes
Method embodies a Method has office creativity, personal
plethora of locations, head development and
sustainability / eco quarters and labs positivity within their
friendly product and around the world. 1 brand collaborations
brand practices. 1 like Bloom & Wild nand
Talenthouse. 3

Method All-Purpose Method’s liquid

Cleaner was chosen as detergent was praised
Method has strong the best budget option. for its biodegradable
brand recognition for Reviewers loved it for ingredients, ability to
hand soap. 2 the variety of scents, brighten laundry, and
affordability, and green beautiful scents. 4
chemistry. 4

1. https://methodhome.com/beyond-the-bottle/soap-factory/
2. https://jobs.scjohnson.com/lifestyle
3. https://reports.mintel.com/display/1064217/?fromSearch=%3Ffreetext%3Dmethod%2520cleaning
%2520&resultPosition=3
4. https://prudentreviews.com/mrs-meyers-vs-method/
 WEAKNESSES 1
SC Johnson, Parent Company of Method, is Parent Company of Competitors as well.

Method is a part of parent Mrs. Meyer’s Clean Day Laundry

company, Scjohnson, who also owns Detergent won best overall. It was
Ecover, Mrs. Meyers and praised for being a family-safe,
Babyganics: all earth friendly and budget-friendly, and beautifully
plant derived ingredients AND are scented liquid detergent. Method
competitors- each business overlaps concentrated laundry detergent
in products. came in fourth place.

1. https://studyfinds.org/most-common-household-arguments-co
uples/
 OPPORTUNITIES
Younger generations
Cleaning supplies are Consumers with higher enjoy digital content
largely concentrated on household incomes look and activities in store.
marketing to women are more likely to looks DIY workshops that
and are bought by for ways to reuse build personalize items
women. 2 recycle or lengthen the appeal to these
use of products they generations as well. 3
own. This keeps
consumers engaged 2020 Report notes that
More than two thirds of and attracted to the since the start of the
younger consumers brand beyond purchase coronavirus outbreak
would like to see more decision, and 48% of germ-killing
sustainable initiatives incentivises for another cleaning product users
from retailers. 4 purchase. 4 have spent more time
cleaning their home. 1

1. https://reports.mintel.com/display/1064217/?fromSearch=%3Ffreetext%3Dmethod
%2520cleaning%2520&resultPosition=3
2. https://prudentreviews.com/mrs-meyers-vs-method/
3. https://studyfinds.org/most-common-household-arguments-couples/
4. https://reports.mintel.com/display/1137953/?fromSearch=%3Ffreetext%3D2022%2
520is%2520ecofriendly%2520&resultPosition=1
 THREATS
Method’s 10 oz, “2020 household care
foaming hand soap brands Cif and Glade
costs $3.99- 4.49 at collaborated with music
retailers like target ; a streaming platform “After almost a year
generic foaming soap Spotify and launched since the start of the
brand costs $2.49-3.29. branded playlists to add pandemic, consumers
Method soap is a higher some groove to home are now experiencing
priced product and care routines.” 1 some degree of
limits consumer cleaning fatigue which
purchases to those Wide variety of new can lead to
willing to buy a higher antibacterial products disengagement with
priced product. (Mrs. launched in 2021 as a the category.” 3
Meyers is priced more result of covid- 19, less
expensive than this. 2 room for “blue ocean”
target strategies and
more competition. 1

1. https://reports.mintel.com/display/1064217/?fromSearch=%3Ffreetext%3Dm
ethod%2520cleaning%2520&resultPosition=3
2. https://www.target.com/s?searchTerm=foaming+handsoap
3. https://reports.mintel.com/display/1045571/?fromSearch=%3Ffreetext%3D
method%2520cleaning&resultPosition=12
 CHLOE
22 YEAR OLD “ON-THE-GO” COLLEGE JUNIOR

Chloe enjoys thrifting and customizing clothes

into her style. She would wear them out for
new restaurant tryouts and take pictures with
her friends. Recently, she's been into
decorating her apartment with her favorite
color scheme. She gains inspiration through
social media and likes brands that align with
her self-expression. She favors brands that
are part of the driving force for social
change.
 CONSUMER JOURNEY MAP
AWARENESS > EXPLORE > EVALUATE > PURCHASE > ACCESS

Chloe moves On the way, she looks at She takes pictures of Chole texts her friends She takes out the
back into her TikTok videos of the soap aisle and asking what scent or “palm leaf foaming
college tips to organize room sends them to brand they prefer. hand wash”. She
apartment and and recommendations the group chat. She sniffs at the scratch liked the scent of
goes shopping of eco-friendly brands While she waits for and sniff and picks jasmine, sawgrass
with her friends that care about the response, she out the method’s and orange blossom,
for cleaning sustainability. starts to sniff hand collaboration with which made her feel
supplies. She goes to the soap soaps. One of her Fifty-Nine Parks. She refreshed and
aisle to see what would friends mentions looks at the design of excited to see her
be the best product about her sensitive the limited edition friends’ reactions to
to use in her bathroom skin that she needs to packaging and smiles, the new hand soap
with her friends. consider about the imagining putting it in scent.
soap ingredients. the bathroom.
 TARA
33 YEAR OLD MOM OF 3 AND PHOTOGRAPHER

Tara loves to explore new things;

she often finds herself on hikes and
learning something new. When
being a mom is not on the front line,
she enjoys painting and
photography. Tara uses Instagram
to broadcast her photography. In
hopes her children can also develop
their creativity, she instills an
“express through art” parenting
style.
 CONSUMER JOURNEY MAP
AWARENESS > EXPLORE > EVALUATE > PURCHASE > ACCESS

Tara was washing She looks at the She herself could relate She read the scent
She checks out her
the dishes and positive feedback of to the creative-moms description and she
photographer account
realized the how eco-friendly the and she wanted a liked the mixture of
for likes and comments.
kitchen gel wash brand is and is change of scent in her floral and creamy scent.
While she scrolls down,
is out. amazed with the kitchen. She reads all She also wanted refills
she seeks Method’s
After dropping variety of scent and the reviews of each so she does not have to
instagram
off her kids, she color aesthetics. She product and decides to go out and purchase
advertisement.
thinks about if visits other people’s buy the product with the more again. She
She clicks “Go to the
she should order profile pictures and most reviews : vanilla + preferred the aluminum
website” and continues
it online or go to checks out their posts raspberry aluminum packaging so her
to scroll down and check
the grocery store. and notices hand wash starter set. kitchen looks classier.
the comments and likes
creative-moms like
of the method's official
herself.
instagram page.
.
 COMPETITIVE ANALYSIS

BLUELAND EVER SPRING MRS.MEYER’S

Down-to-Earth CLEAN DAY
A Cleaner Tomorrow solutions that are up to
Rooted in Goodness
Earth’s standards
 Competitive Advantage:

BLUELAND Lives up to eco-friendly mission by backing it up with

proof and certifications

Blueland believes that “a cleaner planet starts at

home.” Their strengths lie in being transparent/clear
with their sustainability efforts and living up to their
mission of “a cleaner tomorrow.” They use
eco-ingredients and packaging, ensure efficient
water and energy usage to minimize waste, and
participate in carbon-neutral shipping. They have
many certifications to prove that they are a clean
brand (B Corp Certified, Cradle to Cradle Certified,
Climate Neutral Certified, etc.), showing consumers
that they can be trusted.1

In comparison to other competitors, Blueland is not

as accessible as other products as they are not sold
in widespread markets/drugstores such as Target.
1 https://www.blueland.com
 Competitive Advantage:

EVER SPRING Affordable and accessible alternative to other

eco-friendly cleaning products

Ever Spring is a Target-owned brand that focuses on

simplicity, using natural fragrances in their cleaning
products and placing the ingredients list and graphic
icons on the front of the product for consumers to
easily understand the product’s benefits. They focus
on sustainability through creating products out of
biobased, recycled materials, or natural fibers +
creating recyclable, reusable, and refillable bottles.1

Ever Spring is a Target-owned brand, so it is not as

widely known to other consumers who shop at
different stores, meaning brand awareness for Ever
Spring is lower compared to that of its competitors.

1
MRS.MEYER’S
Competitive Advantage:
Beautifully-scented products; products that smell like
a garden but still clean effectively against dirt
CLEAN DAY
Mrs. Meyer’s Clean Day is under the same parent
company as Method, and they both offer cleaning
products with different focuses. Mrs. Meyer’s
products are strong against dirt and grime, but do so
all while smelling delightfully like a garden, making
cleaning fun and energizing for the consumer. Mrs.
Meyer’s also works on their mission of “rooted in
goodness” through The Compassion Project which
aims to help parents grow companies in their kids,
helping to grow a kinder world, one seed at a time.1

Mrs. Meyer’s is rooted in goodness, which includes a

cruelty-free formula and recyclable packaging, but
the main focus is on garden-inspired scents made
with essential oils, so they do not focus as much on
sustainability as much as their other competitors. 1 https://www.mrsmeyers.com
 COMPETITIVE MATRIX
Expensive

Enjoyability + Aesthetics Sustainability

Products focus on scents, color, and packaging Products focus on bettering the
environment

Affordable
 COMMS PLATFORM

COLOR YOUR WORLD

Method is a brand that aims to make cleaning + living a sustainable lifestyle
fun and enjoyable for consumers. We want to communicate to our audience
to “color your world” and bring more joy and excitement into their boring,
everyday tasks with Method.

Cleaning is a task that can seem boring… With Method, you can color your
world and make cleaning fun!

Living a sustainable and environmentally-friendly life can seem tedious and

difficult… With Method, you color your world and make being sustainable fun!
 UNIQUE MEDIA CONTACT POINT #1

TIKTOK CAMPAIGN #FindYourMethod

In this TikTok campaign, we want to target “on-the-go college students” whose interests
are in creating and watching short-form videos, creating an aesthetically pleasing lifestyle,
and supporting brands that drive social change. The purpose of this campaign is to allow
our audience to experience the fun in cleaning and being sustainable.

The hashtag #FindYourMethod will be used by influencers to show how they use Method to #FindYourMethod
make cleaning fun and easily make environmentally-friendly efforts. Followers of these
influencers will be encouraged to hop on in this trend and share what their method is for
making sustainable cleaning fun.
Measurement of Success:
@adrianbliss | 7.4M followers @malthrifts | 89.1K followers
Thrifting + sewing tutorials on
Number of views/impressions on
Comedic scenarios dressed up in
different costumes that appeal to Gen Z customizing clothes for beginners + influencer posts
upcycling home decor/furniture
Number of people who
participated in trend and used
@pepperonimuffin | 8.1M followers @acteevism | 89.7K followers #FindYourMethod
Share relatable storytimes while Sustainable life and fashion + thrift
cutting fruit + realistic outfit flips + eco-friendly products, reviews, Number of website clicks we got
inspiration and tips from TikTok post-campaign
 UNIQUE MEDIA CONTACT POINT #2 THE APP
As mentioned before, “on-the-go college students,” are very active on social media. A 2020 app called BeReal,
follows a model of interaction that allows users to “discover who your friends really are in their daily life.
Everyday at a different time, everyone is notified simultaneously to capture and share a Photo in 2 Minutes.

There are over 10 Million everyday active users that use this app. 1
We want to follow this model and ping our rewards apps consumers one time a day randomly to
“go wash your hands.”
The purpose of this campaign is to create more opportunities for purchase and promote fun interaction in the
cleaning community. This will drive
consumer engagement up, make consumer wash their hands more, and therefore buy more product.

Our loyalty program will give promotions out to users who are frequent buyers. Loyalty points will range on what
kind of product is purchased, but will emphasize the refillable package option.

Buy (this many) get this cool (gift/coupon)!!

We will also have random point opportunities for showing off “their method.” Different times of the month, we
will push out double point days for snapping a selfie with their favorite Method’s product, voting for their favorite
scent, or showing off how they use the product. Challenges will also include a 2 mile radius geo-locater where
consumers can check out vlogs from consumers located around them.

Measurement of Success: # of sales + increase (i.e. soap sales increase by 10%) 1. https://bere.al/en
 POP UP EVENT UNIQUE MEDIA CONTACT POINT #3

People tend to wipe their cart with hand sanitizer or wash their hands before and after grocery
shopping. We thought of bringing a scent-sational space to this mundane life by building a
washing space at the entrance of Costco or Target that would grab people’s attention. 1

The purpose of this campaign is to maintain and increase loyalty among consumers. To do this,
we will use the reward app program, so loyal customers can have access to attend DIY
workshops where they can “build a bottle” with hand soap with offered bottle recycling/bulk
product refills. We want our consumers to maintain their lifestyle and refresh with methods.

In the workshop, consumers can choose their colors and scent to make their own method of a
soap bottle. Also, we will provide a “Custom Engraving Workshop” using the method's
aluminum bottle. The consumers can customize their style of aluminum engraving and continue
to reuse the bottle and purchase refills of soap. This customization of the bottle will encourage
customers to be sustainable by purchasing refills, as well as encouraging them to purchase
Method over other competitors. This opportunity will be given to those who purchased a
certain number of Method’s products. Furthermore, there will be a QR code with a link to our
newsletter sign-up will let us check how many sign-ups we got.

> Pop Up Store Seasonal timeline > Pop Up Store activities

“Back to School” ● DIY “Build a Bottle” with Hand Soap
● Beginning of Fall & Spring semester ● Custom Engraving Workshop
For college students
Display of Method’s space creation collab with Fifty Nine park
For mom crews

Measurement of Success: # of Method purchases at event + # of QR code newsletter sign-ups 1. https://greenmood.be/en/home

 At Green media, we are motivated to
create the best opportunities for our
clients. Our creative and dedicated work
will allow us to exceed expectations and

Next
shine despite the industry competition.

By embodying our core values with

Steps
Method’s, we are certain that we’ll push
our boundaries beyond brand awareness
to increase conversations and drive
engagement with our audience.

Green Media will guide you through the

next step of finding your own Method
towards your goals.