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TOMS PR PLAN
By: Laura Yapelli
Situational Analysis
• TOMS is a globally known company that sells men’s,
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kid’s, and women’s shoes.
TOMS motto is ONE for ONE; meaning that every pair of
shoes bought, a pair is donated to a child in need.
TOMS shoes come in a variety of styles and materials.
Between the TOMS shoes brand and the customer, there
is a substantial customer loyalty.
Create a plan that increases TOMS reach, positions them
as a helpful company, and boost customer loyalty.
Reinforce the ONE for ONE motto which helps children in
need.
Goals
• To enhance the image of TOMS Shoes because of their
cause related movement
• To Build awareness of the different styles of shoes TOMS
has
Objectives
• Increase sales of TOMS shoes by 35 percent within one
year among young elites age 25-34 with an income of
$30,000+ by highlighting the many styles of shoes
• Increase awareness of the TOMS brand by 40 percent
within one year among early retirees 40-54 by highlighting
the ONE for ONE motto
• Generate “word of mouth” and to enhance customer
attitudes towards the TOMS brand
Target Audiences
TOMS Primary
• Young elites
• 25-34
• Significant disposable income
• Culturally diverse
• Tech Savy
• Fashionable
TOMS Secondary
• Early retirees
• 40-54
• Upper middle class
• Empty nesters
• More traveling and dining out
• Hobby Hoppers
Strategies
• Leverage a promotional contest for consumers to
experience the many types of design and style options of
TOMS
• Develop a Media Relations plan to emphasize TOMS One
for One mission
• Focus on TOMS thought leadership by developing an
understanding of the brand and where it came from
• Use “other” plans like donations and partnerships to
establish credibility of cause related movement
Key Messages
• TOMS Shoes has a cause related movement known as
One for One
• For every pair of shoes bought, TOMS donates a pair to a
kid in need
• TOMS has shoe lines for kids, men, and women
• TOMS offers a variety of styles of shoes
Industry Trends
• The footwear market is a part of retail industry with a global
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market size of over 250 billion
Sports footwear outperformed total footwear in 2014, with
growth driven by rising demand for sports-inspired footwear
and performance footwear
While sports footwear increased in current value by 9% in
2014, total footwear increased by only 2% in current value
Sports-inspired footwear and performance footwear increased
in current value by 12% and 9%, respectively during 2014.
These categories continued to benefit from the advent of more
relaxed dress codes across the country and the overall
‘athleisure’ trend, which has seen both men and women
wearing performance footwear and sports-inspired footwear in
daily life
Competitive Analysis
• Nike remains the largest player in footwear in the US with
value sales of US$12.8 billion in 2014
• The high consumer recognition of the Nike brand remains
one of its strongest selling points as consumers generally
expect technical innovation and increased performance
from Nike sports footwear
• The company has a lot riding on its proprietary Flyknit
technology and it continued to launch new products
featuring this technology during 2014
SWOT
Strengths
• Cause related movement (One
for One mission)
• Trendy, fashionable shoe
• Variety of styles
• Comfortable fit
• Recycled materials; Eco-friendly
Opportunities
• Broaden target market such as
high school students, young
moms and working moms
• Create a TOMS shoes store
• Introduce a athletic type of shoe
Weaknesses
• High cost for simple design
• No on site store; Only sold online
and through other retailers
• Lack of promotional displays
Threats
• Other cause related movements
• Shoe competitors
• Manufactures that have actual
store
• Manufacturers with better quality
of materials
Key Opportunities
• Regularly educate the media and consumers of their
cause related movement (One for One)
• Create a line of shoes directly for athletic/sports wear
• Expand by creating a TOMS store
Tactics
• Promotional
• Launch a contest for TOMS shoes
• TOMS will hold a contest to design their own pair of shoes.
They will be required to submit a photo of their design to social
media platforms using the hashtag #tomsdesigncontest.
People will be able to vote on toms.com and the winner’s
design will be featured as one of TOMS Shoes for the holiday
season, and they will also receive a free pair of TOMS shoes.
• TOMS will send out their contest info sheet on all of their social
media platforms. They will send their information sheet to the
top 10 radio stations in specific areas and fashion bloggers.
They will also send to the biggest 20 malls in America.
• Conduct follow up to secure placements and organize winner
of contest
Tactics
• Other
• Partnership with Zynga to integrate the TOMS brand and
products into Zynga’s popular social games.
• Members of the target will be able to purchase virtual
TOMS products in games like Farmville and Treasure Isle
with the proceeds going to TOM’s one-to-one charity. This
partnership will be featured from October through early
January to play off consumer attitudes towards giving
during the holiday season.
• Send out information to all major gaming sites, blogs, and
systems.
• Conduct follow up to secure placements and calculate
how much has been donated
Tactics
• Blogger Relations
• Hold a Facebook party for TOMS shoes
• Announce a Facebook party about TOMS shoes. Guests
will have 24 hours to come browse info and videos set up
on the main party site. There, they will be able to chat and
add questions. Through-out the party guests will have the
chance to win a free pair of shoes and purchase their
own. After the party their orders ship directly to their
doorstep.
• Send out events to all major fashion bloggers, top ten
radio stations, and college campuses.
• Conduct follow up to secure placements and to ship
orders correctly after party.
Tactics
• Other
• Launch a donations relations plan for TOMS shoes
• This is for people who want to take part in charity without
having to buy the shoes. By having an online donation tracker,
consumers can donate money to TOMS shoes in support of the
ONE for ONE mission. The tracker will keep a tab on how
much each consumer has donated and provide them with
information of the cause and brand. As an incentive, the
customer will receive brand merchandise such as flags,
buttons, and recycled bags.
• Information about the donation tracker will only be sent to
TOMS website and major social media accounts.
• Conduct follow up to calculate how much has been donated.
Tactics
• Thought Leadership
• Build and send out an Executive Profile for the founder of
TOMS Blake Mycoskie.
• Create and executive profile for the founder of TOMS
Shoes. Establish the steps he took to create the brand
and how he got to where he is today.
• Publish on TOMS website and send to top 100 daily
newspapers, all charitable organization blogs, and fashion
blogs.
• Conduct follow up to secure placements and potentially
set up an interview with Blake himself.
Tactics
• Mobile
• Launch a TOMS across the country tour
• TOMS will visit major colleges across the country in a
trailer and hold and event for one day. During the event
held on campus, students can come play games, buy
TOMS products, and gain information about how they can
give back to their community. As an incentive to come to
the event, TOMS will be giving out flags, buttons, and
recycled bags.
• Deliver tour information sheet to all major campuses that
will be visited and close surrounding colleges.
• Conduct follow up to secure placements
Timeline
Launch Donations Tracker
January 2016
Set up Executive Profile
January 2016
Launch College Tour
March – May 2016
Launch Design Contest
September – November 2016
Partner with Zynga
October 2016 – January 2017
Facebook Party
December 2016
Budget
• This was super confusing.
Next Steps
• Submit detailed timelines for approval
• Follow up with contest winners
• Check on donations daily
• Initiative movement towards possible interviews
Account Role: Member of strategic
counsel and overlooked entire account
Laura M. Yapelli
Senior Vice
President of
Fashion
Laura Yapelli graduated from Lake Zurich
High School and is currently a student at
Roosevelt University. She is driving
towards getting her degree in Integrated
Marketing Communications. She currently
has an internship at Lou Malnati’s
Corporate office in their Marketing
Department. After graduation Laura
aspires to go into the event planning
world.
THANK YOU!
Key Contact
Laura M Yapelli
847-257-3790
[email protected]
800 Pheasant Ridge, Lake Zurich IL
60047
www.insertwebsitehere.com
Connect Communications retains the exclusive rights to the use of all
agency-generated creative ideas. Use of these ideas is prohibited
unless agency is commissioned to execute the program.