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Transcript
TOMS PR PLAN By: Laura Yapelli Situational Analysis • TOMS is a globally known company that sells men’s, • • • • • 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 • • • • 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.