• PRO PLAN Puppy 2

    Email narrative structure:

    - Positioning statement

    • Starting the conversation with the emotional connection of how puppy changes dog owner life considering research findings, campaign tone of voice

    - Product solution

    • Value proposition and benefits of the product – introducing product and its value proposition, addressing how it can solve dog owner’s primary concerns, emphasising main product USPs.

    • Product attributes and Explanation of ingredients

    - Anti-anxiety element

    • Validation of the endorsement of the product using the testimonial

    - Incentive reinforcement and call to action

  • Key USPS

    • Complete nutrition
    • OPTISTART for immune system
    • DHA and essential fatty acids
    • Takes the stress out of working out the right diet
  • What is it?

    • Direct email to people already on an email list - introducing the idea of ‘Puppies Change Lives.
    • Introducing PRO PLAN Puppy as a food with nutritional content as a primary USP.
  • Who is the target audience?

    • Dog owners on the Purina mailing list via retailers/have bought the product** and their details have been gathered .
  • What is the intention?

    • Intro the Puppies Change Lives concept
    • Get them to buy PP P based on a persuasive argument regarding the nutritional value, high-quality ingredients and brand name behind the product.
  • Takeaway

    • PRO PLAN Puppy is the best choice for my puppy as it provides complete nutrition and the immune-system support they need during the immunity gap
  • Intro example from FB

    Your four-legged friend has more impact on your life than you think. He can help lower your blood pressure, cholesterol and reduce stress. He’ll be there to greet you, and love you more than you’ll ever know, he’s more than a pet he’s your best friend. How does your dog change your life?

  • Existing Intro

    Help change your puppy’s life today

    Just like your four-legged friend who is always there whether you need a companionship, attentive listener (someone to talk to), bring a smile on your face your face) and unconditional love you can be one for them by helping changing their lives..

    Don’t go too sweet here, it should be friendly, education rather than sound like an order. Please use our where possible. As said before this part has to start a conversation with POSITIVE emotional connection.

  • Paragraph 2

    Now you can support your puppy in their critical period of development and need of special nourishment with PRO PLAN Puppy. Developed by vets and nutritios PRO PLAN includes special ingredient OPTISTART® which enhances immune response and helps to reinforce your puppy’s protection.

    Introduction of the product and how it can satisfy doge owner’s needs – providing their dog with best nutrition.

  • Paragraph 3

    We know that puppy’s balanced nutrition are one of the concerns for the dog owners. PRO PLAN Puppy contains carefully selected ingredients ensuring you puppy gets required calories, proteins, vitamins, minerals as well as high-quality - giving the best start to your puppy.

    [This should be sort of like valuation why PRO PLAN, leading into more description explanation of product attributes. Please be aware of repetition]

  • Recap Bullets

    PRO PLAN Puppy nutritionally complete and contains:

    • OPTISTART formula helps support gut and immune system
    • Omega 3 help with their brain and visual development
    • Unique blend of fatty acids supports healthy skin and shiny coat
  • Testimonial

    See what Kath had to say about how PRO PLAN Puppy has helped her golden retriever, Echo.

  • Sign-off
    Life changing stories start with PRO PLAN – Start yours today

    View all PRO PLAN Puppy Products & Prices

    <Badge> Save XX%

  • Main characteristics of a puppy?

    • Naughtiness
    • Playful nature
    • Chews everything
    • Genuine love for owner
    • Forms a bond based on real emotion
    • Generally unwisely fearless ompletely unafraid
    • Clumsy and awkward
    • Incredibly enthusiastic
    • Can’t tell the difference between indoors and outdoors
  • Intro

    Waking up to a tiny wet nose. Unadulterated (Pure) joy at the prospect of a whole new day. Your puppy is going to change your life in countless wonderful ways on the journey to becoming your closest companion. Now you can give the best start to your puppy with nutritionally-complete Purina PRO PLAN Puppy.

  • Intro 2
    A little wet-nosed morning greeting. The seemingly endless energy your four-legged friend shares. The smile he brings to your face. This new addition to the family is going to change your life in countless wonderful ways on the journey to becoming your closest companion. Now you can give the best start to your puppy with nutritionally-complete Purina PRO PLAN Puppy.

  • Intro 3
    Endless playful energy and a little wet nose that wakes you up far too early? Yes, you can be sure that your puppy is going to change your life in countless wonderful ways on the path to becoming your closest companion. Now you can give the best start to your puppy with nutritionally-complete Purina PRO PLAN Puppy.

  • Intro 4

    Tireless affection and enthusiasm? Holes in the new shoes you forgot to put out of reach? You can be sure that your puppy is going to change your life in countless wonderful ways. Now you can ensure that he grows to be happy and healthy with nutritionally-complete Purina PRO PLAN Puppy.

  • Intro 5

    Your four legged friend offering unconditional love and the constant smiles he brings, you can be sure that your puppy is going to change your life in countless wonderful ways on the path to becoming your greatest companion.

  • Paragraph 2

    Support your puppy during this crucial developmental stage/crucial stage in his development with the specialised nourishment of Purina PRO PLAN Puppy. Developed by our vets and nutritionists, it contains the unique OPTISTART® formula, designed to enhance immune funtion and helps reinforce your puppy’s defences.

  • Paragraph 3
    We know that as a dog owner, giving your puppy a healthy, balanced diet is a priority. That’s why we’ve developed PRO PLAN Puppy. Its carefully-selected blend of high-quality ingredients provides your puppy with the perfect balance of protein, vitamins and minerals - giving the best start to your puppy.

  • Recap Bullets

    Nutritionally-complete PRO PLAN Puppy contains:

    • OPTISTART® formula for healthy gut and immune system function
    • Omega 3 to boost vision and brain development
    • A unique blend of fatty acids to support healthy skin and a shiny coat
  • Testimonial

    Kath and her golden retriever, Echo, swear by PRO PLAN Puppy. Find out why here.

  • Sign-off
    Life-changing stories start with PRO PLAN. Begin yours today.

    View all PRO PLAN Puppy products and prices

    Save XX%

{"cards":[{"_id":"4654d486bcc2768a15000032","treeId":"53d5454bbf0505986d7b5a89","seq":338902,"position":0.5,"parentId":null,"content":"**PRO PLAN Puppy 2**\n\n**Email narrative structure:**\n\n**- Positioning statement**\n\n- Starting the conversation with the **emotional connection** of how **puppy changes dog owner life** considering **research findings**, campaign **tone of voice **\n \n**- Product solution**\n\n- **Value proposition** and **benefits** of the product – introducing product and its value proposition, addressing how it can solve dog owner’s primary concerns,** emphasising main **product USPs.\n\n- **Product attributes** and Explanation of** ingredients**\n\n**- Anti-anxiety element**\n\n- Validation of the endorsement of the product using the testimonial\n\n**- Incentive reinforcement  and call to action**"},{"_id":"46554f05bcc2768a15000041","treeId":"53d5454bbf0505986d7b5a89","seq":340185,"position":0.5,"parentId":"4654d486bcc2768a15000032","content":"**Intro example from FB**\n\nYour four-legged friend has more impact on your life than you think. He can help lower your blood pressure, cholesterol and reduce stress. He’ll be there to greet you, and love you more than you’ll ever know, he’s more than a pet he’s your best friend. How does your dog change your life?\n"},{"_id":"4654f645bcc2768a15000033","treeId":"53d5454bbf0505986d7b5a89","seq":340195,"position":1,"parentId":"4654d486bcc2768a15000032","content":"**Existing Intro**\n\n**Help change your puppy’s life today**\n\nJust like your four-legged friend who is always there whether you need a companionship, attentive listener (someone to talk to), bring a smile on your face your face) and unconditional love you can be one for them by helping changing their lives..\n\n***Don’t go too sweet here, it should be friendly, education rather than sound like an order. Please use our where possible. As said before this part has to start a conversation with POSITIVE emotional connection.***"},{"_id":"465607f9d3a252d57b000036","treeId":"53d5454bbf0505986d7b5a89","seq":340010,"position":0.5,"parentId":"4654f645bcc2768a15000033","content":"**Main characteristics of a puppy?**\n- Naughtiness\n- Playful nature\n- Chews everything\n- Genuine love for owner\n- Forms a bond based on real emotion\n- Generally unwisely fearless ompletely unafraid\n- Clumsy and awkward\n- Incredibly enthusiastic \n- Can't tell the difference between indoors and outdoors"},{"_id":"46551219bcc2768a15000039","treeId":"53d5454bbf0505986d7b5a89","seq":340191,"position":1,"parentId":"4654f645bcc2768a15000033","content":"**Intro**\n\nWaking up to a tiny wet nose. Unadulterated (Pure) joy at the prospect of a whole new day. Your puppy is going to change your life in countless wonderful ways on the journey to becoming your closest companion. Now you can give the best start to your puppy with nutritionally-complete Purina PRO PLAN Puppy.\n"},{"_id":"46568a43d3a252d57b000038","treeId":"53d5454bbf0505986d7b5a89","seq":340270,"position":1.125,"parentId":"4654f645bcc2768a15000033","content":"**Intro 2**\nA little wet-nosed morning greeting. The seemingly endless energy your four-legged friend shares. The smile he brings to your face. This new addition to the family is going to change your life in countless wonderful ways on the journey to becoming your closest companion. Now you can give the best start to your puppy with nutritionally-complete Purina PRO PLAN Puppy. \n"},{"_id":"46561754d3a252d57b000037","treeId":"53d5454bbf0505986d7b5a89","seq":340177,"position":1.25,"parentId":"4654f645bcc2768a15000033","content":"**Intro 3**\nEndless playful energy and a little wet nose that wakes you up far too early? Yes, you can be sure that your puppy is going to change your life in countless wonderful ways on the path to becoming your closest companion. Now you can give the best start to your puppy with nutritionally-complete Purina PRO PLAN Puppy. "},{"_id":"465538d7bcc2768a15000040","treeId":"53d5454bbf0505986d7b5a89","seq":340178,"position":2,"parentId":"4654f645bcc2768a15000033","content":"**Intro 4**\n\nTireless affection and enthusiasm? Holes in the new shoes you forgot to put out of reach? You can be sure that your puppy is going to change your life in countless wonderful ways. Now you can ensure that he grows to be happy and healthy with nutritionally-complete Purina PRO PLAN Puppy."},{"_id":"4656b278d3a252d57b000039","treeId":"53d5454bbf0505986d7b5a89","seq":340242,"position":3,"parentId":"4654f645bcc2768a15000033","content":"**Intro 5**\n\nYour four legged friend offering unconditional love and the constant smiles he brings, you can be sure that your puppy is going to change your life in countless wonderful ways on the path to becoming your greatest companion. "},{"_id":"465505e2bcc2768a15000034","treeId":"53d5454bbf0505986d7b5a89","seq":338963,"position":2,"parentId":"4654d486bcc2768a15000032","content":"**Paragraph 2**\n\nNow you can support your puppy in their critical period of development and need of special nourishment with PRO PLAN Puppy. Developed by vets and nutritios PRO PLAN includes special ingredient OPTISTART® which enhances immune response and helps to reinforce your puppy’s protection.\n\n***Introduction of the product and how it can satisfy doge owner’s needs – providing their dog with best nutrition.***"},{"_id":"4655129bbcc2768a1500003a","treeId":"53d5454bbf0505986d7b5a89","seq":340144,"position":1,"parentId":"465505e2bcc2768a15000034","content":"**Paragraph 2**\n\nSupport your puppy during this crucial developmental stage/crucial stage in his development with the specialised nourishment of Purina PRO PLAN Puppy. Developed by our vets and nutritionists, it contains the unique OPTISTART® formula, designed to enhance immune funtion and helps reinforce your puppy's defences. "},{"_id":"465505ffbcc2768a15000035","treeId":"53d5454bbf0505986d7b5a89","seq":338943,"position":3,"parentId":"4654d486bcc2768a15000032","content":"**Paragraph 3**\n\nWe know that puppy’s balanced nutrition are one of the concerns for the dog owners. PRO PLAN Puppy contains carefully selected ingredients ensuring you puppy gets required calories, proteins, vitamins, minerals as well as high-quality - giving the best start to your puppy. \n\n***[This should be sort of like valuation why PRO PLAN, leading into more description explanation of product attributes. Please be aware of repetition]***"},{"_id":"4655134cbcc2768a1500003b","treeId":"53d5454bbf0505986d7b5a89","seq":340143,"position":1,"parentId":"465505ffbcc2768a15000035","content":"**Paragraph 3**\nWe know that as a dog owner, giving your puppy a healthy, balanced diet is a priority. That's why we've developed PRO PLAN Puppy. Its carefully-selected blend of high-quality ingredients provides your puppy with the perfect balance of protein, vitamins and minerals - giving the best start to your puppy."},{"_id":"465506bebcc2768a15000036","treeId":"53d5454bbf0505986d7b5a89","seq":338985,"position":4,"parentId":"4654d486bcc2768a15000032","content":"**Recap Bullets**\n\n**PRO PLAN Puppy nutritionally complete and contains:**\n\n- OPTISTART formula helps support gut and immune system \n- Omega 3 help with their brain and visual development \n- Unique blend of fatty acids supports healthy skin and shiny coat\n"},{"_id":"465513b5bcc2768a1500003c","treeId":"53d5454bbf0505986d7b5a89","seq":340142,"position":1,"parentId":"465506bebcc2768a15000036","content":"**Recap Bullets**\n\n**Nutritionally-complete PRO PLAN Puppy contains:**\n- OPTISTART® formula for healthy gut and immune system function\n- Omega 3 to boost vision and brain development\n- A unique blend of fatty acids to support healthy skin and a shiny coat"},{"_id":"4655080fbcc2768a15000037","treeId":"53d5454bbf0505986d7b5a89","seq":338924,"position":5,"parentId":"4654d486bcc2768a15000032","content":"**Testimonial**\n\nSee what Kath had to say about how PRO PLAN Puppy has helped her golden retriever, Echo. \n"},{"_id":"4655142abcc2768a1500003d","treeId":"53d5454bbf0505986d7b5a89","seq":340141,"position":1,"parentId":"4655080fbcc2768a15000037","content":"**Testimonial**\n\nKath and her golden retriever, Echo, swear by PRO PLAN Puppy. Find out why **here.**"},{"_id":"465509f1bcc2768a15000038","treeId":"53d5454bbf0505986d7b5a89","seq":338931,"position":6,"parentId":"4654d486bcc2768a15000032","content":"**Sign-off**\nLife changing stories start with PRO PLAN – Start yours today\n\nView all PRO PLAN Puppy Products & Prices\n<Badge> Save XX%\t\n"},{"_id":"465514a2bcc2768a1500003e","treeId":"53d5454bbf0505986d7b5a89","seq":340140,"position":1,"parentId":"465509f1bcc2768a15000038","content":"**Sign-off**\nLife-changing stories start with PRO PLAN. Begin yours today. \n\nView all PRO PLAN Puppy products and prices\n\nSave XX%"},{"_id":"46551a0fbcc2768a1500003f","treeId":"53d5454bbf0505986d7b5a89","seq":339024,"position":0.75,"parentId":null,"content":"**Key USPS**\n- Complete nutrition\n- OPTISTART for immune system\n- DHA and essential fatty acids\n- Takes the stress out of working out the right diet\n"},{"_id":"53d5454bbf0505986d7b5a8a","treeId":"53d5454bbf0505986d7b5a89","seq":340150,"position":1,"parentId":null,"content":"**What is it?**\n- **Direct email** to people already on an email list - introducing the idea of **'Puppies Change Lives**. \n- Introducing **PRO PLAN Puppy as a food with **nutritional content as a primary USP."},{"_id":"53d5454bbf0505986d7b5a8b","treeId":"53d5454bbf0505986d7b5a89","seq":338885,"position":2,"parentId":null,"content":"**Who is the target audience?**\n- **Dog owners** on the Purina mailing list** via **retailers**/have **bought the product** and their details have been gathered ."},{"_id":"53d5454bbf0505986d7b5a8c","treeId":"53d5454bbf0505986d7b5a89","seq":338886,"position":3,"parentId":null,"content":"**What is the intention?**\n- Intro the **Puppies Change Lives** concept\n- Get them to buy **PP P** based on a **persuasive argument** regarding the **nutritional value**, **high-quality ingredients** and **brand name** behind the product. "},{"_id":"53d5454bbf0505986d7b5a8d","treeId":"53d5454bbf0505986d7b5a89","seq":338893,"position":4,"parentId":null,"content":"**Takeaway**\n- PRO PLAN Puppy is the best choice for my puppy as it provides complete nutrition and the **immune-system support** they need during the **immunity gap**"}],"tree":{"_id":"53d5454bbf0505986d7b5a89","name":"Purina PROPLAN Puppy eshot (27-07-2014)","publicUrl":"purina-proplan-puppy-eshot-27-07-2014"}}