1. TOMS CAMPAIGN PLAN Tiana Jordan Charlotte Zeigler Jake Horvath CMM 460

2. Created in 2006 Headquartered in Santa Monica, California near to where the founder, Blake Mycoskie, resided Idea sparked after visit to Argentina Started out on a small scale, now found in variety of boutiques and stores due to the cause (i.e, Urban Outfitters, American Rag, Nordstroms, Whole Foods Market) Company mission: One for OneTOMS Brief Overview 3. TOMS Strengths and Weaknesses Strengths The message and causeevents Quality material Versatility Customizability Price- $40-$80 Global brand Innovative options (vegan, wrap boot)Weaknesses Young company Availability Brand awareness Limited style Very defined target audience No ads and media exposure 4. Tactic 1 Advertising- Print Advertising 5. Print Advertising TOMS Shoes = a unique company yet lacks in the area of advertising and promoting their brand more to the public Print ads = Easy way to get the brand recognized. Easily applied to different outlets (magazines, newspapers, flyers). All year round Largest amount of target audience are in magazines that showcase clothes and style; reaches target audience 6. Tactic 2 Advertising- Billboards 7. Billboards Great form of outdoor advertising that can and will appeal to a number of different people, including our target audience. Can easily be seen by thousands per day! Ideal locations include major cities and highways. May-July 8. Tactic 3 Advertising- Outdoor Mirror Ad 9. Outside Mirror Ad Located in major cities against bus stops and buildings It will contain a tall mirror that will reflect the viewers whole body. At the bottom of the mirror, instead of the viewers shoes and feet will be a cutoff picture of a childs bare feet Emotional Appeal Visually promoting the style of the shoe and promoting the benefit of the cause. 10. Tactic 4 Advertising- Mobile App 11. Mobile App 50% of cell phone users now have smartphones available to them at any time. Thousands of different shopping applications. The goal of the application is not to directly access the store, but instead educate the public FREE application! Relatively cheap cost since we provide all the content, just need formatting Information on TOMS upcoming events and on how to give money towards their cause YouTube Videos integrated in order to give people better understanding of the companyhttp://hartford.cliqlaunch.com//PreviewSite.aspx?ev=IjSc0%2bVgJGSWcbeLwBg22D8sIQS %2f7j24I0MFlixNvkq3ORy6nth%2fUA%3d%3d 12. Tactic 5 Ride for a Cause City Tour Bus 13. Ride for a Cause Ferry people around the city for sightseeing; show culture and landmarks Partner with pre-existing bus tours Allows product and message to reach out to people Helps raise money and promote donations Portion of proceeds goes to One for One charity program to get shoes for children in need In return, the bus companies would get promotions on TOMS website and mobile app Runs from May-October 14. Tactic 6 Product Placement- Modern Family 15. Modern Family Product Placement American comedy series on ABC Over 12 million vieers Reaches target audience... and others Humor and actors correlated with TOMS product = awareness and brand loyalty Last an entire season (9 episodes, 30 seconds per episode) 16. Tactic 7 Sales Promotion- Heart to Sole Concert Series 17. Heart to Sole Concert Reaches out to target market (high school/college students) ;15-24 Lasts 2 months at different schools across the country with varying artists based on availability Schools that reach out to TOMS the most would win a concert Students that wear TOMS shoes/apparel will receive a discount on their next TOMS purchase or show Artists will customize their TOMS then sold exclusively to a selected student at the end After TOMS proceeds are covered, money goes towards company and One for One message 18. Tactic 8 Sales Promotion- Coupons 19. Coupons TOMS currently does NOT offer any coupons or sales for its customers Incorporated in newspapers and magazines Buy 1, get next pair off All year round Shopping on new mobile app, you receive a scanned 10% off discount that will last 6 months Helps promote mobile app and company 20. Tactic 9 Public Relations- News Press Release 21. News Press Release This can be written by anyone journalist interested or by the company Dispersed around and showcased in any print outlet that will take it Free press, get the message out! Will contain dates, locations and other news on TOMS new advertising tactics and upcoming events Can be used interchangeably around the country and in many different locations 22. Tactic 10 Direct Mail- Informational Pamphlets 23. Informational Pamphlets Mailed directly to larger areas of the population (city, urban areas) Contain information on TOMS as a brand & educate them; spread message Show examples of their shoes and products Contact information, mobile app, and website will be on the pamphlet Some will be sent out in August to announce our upcoming events The rest will be sent out in the end of March 2014 in order to remind the public of events approaching in the upcoming summer. 24. Budget Breakdown Direct Mail Public Relations Estimated Price of News Press Release$00.00 25. Budget Breakdown Contd Sales Promotion Advertising Print Advertising$171,000.00Billboard Cost$600,000.00Mirror Campaign/Bus Ads$140,000.00Mobile Application$1,599.00Ride for a Cause$240,000.00Product Placement Modern Family$2,244,492.00Estimated Advertising Budget$3,397,091.00 26. OVERALL BUDGET SUMMARY 27. Time FrameTacticsSeptember- October (2013)The Heart to Sole collegiate concert series goes underway and tours across the country for two months, ending on the final weekend of October.November- December (2013)TOMS mirror outdoor advertising campaign ends while its other promotional advertising through billboards, print and mobile devices continue.January- March (2014)Advertising continues for TOMS shoes and prepares for the upcoming summer months where hopefully sales will increase even further.