CLIENT
Dishwasher Magic LLC – a consumer products start-up company needed a program to announce its formation and to introduce Dishwasher Magic, an innovative dishwasher cleaning product featuring a unique patented delivery system.

GOALS
• Develop an integrated strategic business plan, defining the product, category, marketing, financial projections and regional and national introductory rollout.

• Create a corporate image for entrepreneurial startup that identified the company as an innovator of unique cleaning products.

• Build national brand awareness for leading product, Dishwasher Magic, and provide a platform for the introduction of product line extensions.

• Create interest in the venture capital and consumer products manufacturing and distribution universes to attract financing and potential partners and distributors.

STRATEGY
Develop an integrated strategic marketing and communications program to position the company and its leading products with its various audiences.

AUDIENCE
• Regional and national consumers.
• Venture capitalists and financial institutions.
• Prospective customers in the Food, Drug and Mass Merchandising markets.
• Prospective distributors, wholesalers and brokers.
• Prospective consumer products partners, potential merger/acquisition candidates.
• General, business and trade media.

TACTICS
• Build corporate image through consistent, professional communications materials.

• Build brand awareness in consumer, trade audiences through broad “earned media” exposure.

• Create targeted media relations program in trade, business and general consumer media for communicating corporate and product news and developments.

• Develop advertising programs and print/broadcast templates for regional and national rollouts.

THE PROGRAM
Strategic Corporate Business Plan
Researched and drafted corporate strategic business plan that profiled the corporation, product invention, dishwasher history, category product positioning, consumer attitudes and perceptions, marketing strategies, public relations strategies and business growth projections.

Advertising
Created educational, highly appealing print and broadcast advertising to promote benefits of Dishwasher Magic. Utilized celebrity endorsements in local radio markets to build consumer loyalty.

Earned Media
Created comprehensive publicity kit and regularly issued press releases highlighting expansion of distribution, product innovation, patent application approval, consumer acceptance and trade recognition. Earned Media Results included:

• 4 minute profile on the CNN Evening News that was re-broadcast in 76 major television markets and shown on CNN inflight news programs, and CNN Airport News.
  • National media attention resulted in product acceptance by key national retailers including Linens ‘N Things and Target Stores.
  • Coverage resulted in 80,000 internet orders in less than 10 days.
• Corporate profile in The Record and Suburban News. Coverage resulted in strong regional retailer acceptance and exceptional consumer acceptance.
• Consistent coverage in leading trade publications.
• Feature in the National Enquirer New Products section.
• Package of the Year Award from Food & Drug Packaging Magazine.

Matte Media Placements
Developed and placed matte educational story that was published in nearly 600 newspapers, reaching more than 38 million readers in over 30 states.

Web Site
Developed copy for and assisted in the design of a highly accessible and easily navigated consumer web site that provides product information and the ability to purchase product online.

RESULTS
Dishwasher Magic, now available nationwide, has been honored in the consumer, business and trade media and is defining an entirely new cleaning category.