Freshaire 2010 Public Relations Plan

Follow-up Plan: January 29, 2010

Overview
The Freshaire Choice paint continues to draw attention. Media properties such as Real Simple, Pregnancy Magazine, apartmenttherapy.com, Sunset Magazine, House Beautiful and REDBOOK continue to show interest and intent to include Freshaire in their stories, round ups and color selections. At consumer events, interest is high, fan decks sell out and metrics on the web site show longer visits and increased interest in the community area. However, in the marketplace, sales are down. Likely reasons include: lack of store visibility, economic factors, and low brand awareness. And while the category is becoming more cluttered with bigger brands offering similar (but not better) products, The Freshaire Choice must continue to differentiate itself. With similar goals in mind for The Freshaire Choice paint in 2010 (six gallons per store per week) and two new innovations to its roster - eco-paint hardener and the removal of APEs from the formula - this will again put the brand on the cutting-edge of its industry and re-define The Freshaire Choice as a leader in green, eco-friendly innovation.

Objective
The overall objective is to announce and build awareness of the new innovations from The Freshaire Choice paint and continue to build the connection between color and well-being. With a decrease in media spend this year, well be looking for opportunities to make a big impact and take advantage of our relationships with media contacts.

Strategy
The overarching strategy is to over-educate and over-distribute, similar to the launch year.

Target Media Outlets

Moving into year three, our targeted media list wont change much. Home, green, womens interest, health and parenting publications will be targeted. In addition, this year will have a larger focus on broadcast media, both local and nationally syndicated programs will be targeted.

Message Platform: Clean air. Clean water. Clean home. Clean up.
With the updates to The Home Depot display and brand identity materials, it seems natural to continue the messaging into our public relations materials, as well. Its an effective, concise statement that helps sum up the brands benefits and new technologies, while still maintaining the emotional element.

Tactical Recommendations
In support of the strategy and message platform, the following tactical recommendations are noted below, and will be fully outlined in the follow-up plan: Heavy focus on broadcast media relations: Satellite media tour In-house targeted efforts for top-tier list (includes press kit*) Print program: Short-lead plan: - Craft a camera-ready article to be distributed nationally - News release to be distributed via PR Newswire Long-lead plan: - Send press kit* and follow up accordingly - Schedule media tour in Des Moines to target all Meredith publications Craft a customized pitch and demonstration for key target media contacts in NYC. Eco hardener demonstration and activity - Hold a clean home-themed luncheon and invite target publications *Press Kit: Press kit to distribute to a targeted media list that will include print, web, broadcast and blogs. Traditional materials include: news release, a fact sheet explaining APEs and detailed information on traditional paint disposal vs. the eco hardener. Creative concept TBD but to be developed using Clean air. Clean water. Clean home. Clean Up. message platform, in order to announce and educate on eco hardener, APEs, etc.

Media/Consumer crossover event: Country Living Home Green Home The tactics also fit effectively within the allotted budget.

Satellite Media Tour

An efficient and cost-effective solution to gaining media exposure, this tactic has the ability to reach many markets on one day over the course of a few hours across the US or even internationally. There are two types of Satellite Media Tours (SMTs): shared also called co-op and stand-alone. Below is an overview of each. Shared/Co-Op These are typically easier to pitch, given the story isn't focused on one product, providing more of a well-rounded story. In addition, the other products participating add credibility to the story and to the product. Note that SMT companies typically ensure competing products do not participate together. Stand Alone While this opportunity allows the featured product to have a bit more airtime and hold the center-of-attention, it can lack credibility and typically isnt seen by editors as newsworthy. Its best used for a brand with very high awareness and established equity. We researched the following opportunities:
1. MILLER/WEINER Communications

Type: Shared Title: "Think Green! Eco-Living" Details: 20-city co-op ground media tour featuring earth-friendly products, organic foods & beverages, gardening items and more Spokesperson: Sean McEwen, former Style Network reporter Tiimeframe: April 2010

2. A-1 Broadcast

Type: Stand-alone Title: Customized Details: Can expect 20-23 interviews for a 3-hour session Spokesperson: Freshaire would need to provide Tiimeframe: Customized

3. DWJ Television Type: Shared Title: Earth Day Details: Roughly 15 stations to broadcast the segment featuring ecofriendly home products Spokesperson: Ron and Lisa Beres (greennest.com) Tiimeframe: Earth Day, April 2010 4. MultiVu Type: Shared Title: Earth Day: Green and Efficient Homes Description: A green home is a healthy home; free of toxins with fresh air and a clean environment. A green home is also an environmentally friendly home with reduced energy use, conscience recycling efforts and sustainable living habits. In fact, creating a green home is easier then you think. Our national expert is available to discuss green ideas that you and your family can implement today that will help everyone live in a healthier environment. Details: Broadcast from NYC, running 7 hours,. Clients can attend virtually and provide feedback between interviews. In addition, strategic, guaranteed media placement is built in via the following media outlets: DirecTV's News & Information Network and the ION Networks, reaching a guaranteed audience of at least 4 million viewers. Spokesperson: Martin Amado, HGTV Tiimeframe: Earth Day, April 2010 We are recommending the MultiVu SMT for the following reasons: Shared SMT awareness building, Freshaire visibility (v. stand alone) Editorial content/relevance Guaranteed placement/pre-placement Appeal of spokesperson team/relevance/prior placements Vendor professionalism Earth Day timing Added value included in the SMT package: Multimedia news release and audio and video podcasting of the generic interview segment For reference, a recent example of SMT results for a current LS client, Frogtape (low awareness product) is shown below: Type: Shared Title: Holiday Home Improvement Details: 20-city co-op ground media tour featuring earth-friendly products, organic foods & beverages, gardening items and more Spokesperson: Jodi Marks

Tiimeframe: November 2009 Results: 862,386 TV impressions placed on 164 stations and 189,543 impressions via 11 radio stations over the course of one day

Camera-Ready Article (2)

Two camera-ready articles will be developed and distributed via PR Newswire. The first CRA will focus on the launch of the eco-hardener and will be distributed in April. The second CRA will be distributed in June/July and will focus on the Freshaire brand via a spring color story, including new color coordinations and palettes. The benefit here is that well be able to craft our message, without having to worry about editors missing important details or message points. The article will be sent to all short-lead publications for instant pick-up and distribution.

Des Moines Media Tour

While the NYC luncheon and desk-side appointments will allow us to build and maintain relationships with expectant mother and NYC media contacts, touring Meredith provides an opportunity to get in front of and build relationships with several key home and women publications.

Media Relations
Much like previous years, Liggett Stashower will develop and fine-tune our media lists and make sure they are current and up-to-date. In addition, well be developing a blogger list, to ensure our messages are received by the appropriate on-line media contacts. Media Relations activity will certainly spike as concentrated efforts intensify (i.e., press

kit distribution, event follow-up, etc.) However, ongoing response and relationship maintenance will carry the activity throughout the calendar year. Out of pocket costs, such as monitoring and tracking via a clipping service are included.

Media Luncheon
Seeking an interactive platform to engage our media audience with The Freshaire Choice paint, as well and the new eco-hardener, we recommend holding a demonstration luncheon in New York City. The purpose of the luncheon is to engage the media in a controlled and appealing environment, and allow us to create the experience and lead the message. Additionally, the media luncheon will allow the Freshaire Choice to make the most of our New York City visit, coordinating desk-side appointments with our home and womens interest publications. The luncheon will be themed around a demonstration of the eco hardener, but will also include brand background and new color coordinations, as they relate to well being. Utilizing an area venue, lunch will be provided for the media attending. The key benefit of the media luncheon is to establish and maintain media contacts and relationships, resulting in renewed, continued interest in the brand, Freshaire Choice placements and publicity. The luncheon will allow for a more personal, one-on-one environment between the media and the Freshaire Choice team, providing a forum for

education, demonstration and interactivity with the brand. Execution:

Audience Media contacts from home, womens interest and green publications Preparation Target long-lead publications that fit the target audience, as well as short-lead daily newspapers Reach out to all the targeted media in the general area of the lunch location Send invites to targeted media Follow-up to obtain list of attendees and offer desk-side appointments with those who cannot make the luncheon Venue and Timeframe Art/painting studio One day Luncheon Agenda Reintroduction of The Freshaire Choice paint Brand overview Product benefits Points of differentiation Introduction/demo of the eco paint hardener In order to engage the media in the eco hardener demonstration and encourage participation, invitees will be asked to bring a can of paint they have lying around the house. These will then be used in the demonstration, proving that the eco hardener can work with all brands of paint. The Freshaire rep/presenter will lead the group in the demo, using The Freshaire Choice paint as the control. The rest of the group will then follow to experience the product on their own. Our FAC paint T-shirts (from street teams/launch) will be repurposed to use as smocks so the media wont get themselves messy. Introduce featured color palettes to create a cleaner home Discuss the Freshaire Choice brand messages around color and well being Invite participation with pre-selected color palettes Demo community Web site, specifically the new beginnings section

Press Kit

Liggett Stashower will develop a press kit to distribute to a targeted media list that will include print, web, broadcast and blogs. The press kits theme will mirror the revised Home Depot display with the Clean air. Clean water. Clean home. Clean Up. message and creative elements. The press kit will include a news release, a fact sheet explaining APEs and detailed information on traditional paint disposal vs. the eco hardener. Unlike previous press kits, this will be simple in nature, reflecting the overall notion that the eco hardener helps de-clutter peoples lives. The press kit creative elements will also help convey this de-clutter message. Listed below are the creative elements that will aid in explaining the Clean air. Clean water. Clean home. Clean Up. concept: Fact sheet on eco hardener vs. traditional paint hardener Allows us to explain the product benefits in a fun and informative way, allowing the media to discover the points of differentiation and product benefits. Electronic/digital component Whether we utilize a DVD, flash drive or landing page, the press kit will include a device to deliver the creative slide show presentation, providing education and a first-hand experience with the product. In addition, well want to provide the media with product images, pages from the community Web site to provide an interactive experience along with digital versions of the press kit elements. This will allow members of the media to easily access the materials for future use and directly connect them to the community Web site. Packaging TBD.

Creative Slide Show Presentation

To help tell the Freshaire brand story and effectively demonstrate the eco-hardener, we recommend producing a creative slide show. Instead of spending a large amount of money on a video production, we feel can achieve the same reaction and understanding with a creatively executed slide show. The slide show will contain still photos, but will be animated to create movement and flow. Additional graphics and subheads will be inserted to draw emphases on certain message points. Utilizing progress photos, the eco-hardener will be demonstrated, as well. These photos can then be re-purposed for media contacts, as well as the web site. The presentation will be sent along with the press kit and utilized at the media luncheons and events.

Country Living Home Green Home

Country Living is thrilled to present our 2010 House of the Year building project, HOME GREEN HOME. Built by New World Home and designed by Country Living editors, the modular home will showcase compelling style and green ideas for every room. For the first time ever, Country Living will be executing this program at the World Financial Center in New York City, in the heart of the worlds financial mecca. The World Financial Center is a bustling, vibrant location for this project and garners 250,000 visitors a week. In addition to receiving some in-book promotion, the Freshaire Choice will receive inclusion in the following.
Kick-off party - Invited guests will include various print, television and

online media, New York politicians and tastemakers, design industry professionals and more. Resource Guide - take-away guide that will be distributed to 10,000 visitors to the house. The resource guide will identify the color used in each room. Literature Distribution -The Freshaire Choice will have the opportunity to distribute literature (up to 10,000 pieces) at the house during tours. Room signage Sinage at the World Financial Center Integration in Country Living New World Home Strategic Design Center -New World Home will be creating a Country Living NWH Strategic Design Center for the Country Living Portfolio of Homes in New Yorks Hudson Valley. Scheduled to open in Fall 2010, the Strategic Design Center will serve as a show home for prospective homeowners, a classroom for continuing education for realtors, developers and contractors, and will host tours for students to tout the benefits of green living. It is expected that approximately 80 B2B professionals and 80-100 consumers will visit the home each month.