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Elizabeth Bayer, Justin Steinbaum, Rachel Graham, Felicia Kloewer, Hunter Robertson

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Table Of Contents Background………………….3SWOT analysis………………..4Audience……………………..5Pin-Portrait…………………….6Charitable Partnership……..7Competitors………………….8Media Mix…………………….9 Outdoor Advertising……….10Television……………………..11Magazines…………………...12Events: Music Festival……...13Campus Takeover………….14Campus Takeover cont…...15Social media………………...16Social Media cont………….17Schedule……………………..18

Background

• http://www.youtube.com/watch?v=6E0MqZ-VLG4 (BOBS commercial)

• SKECHERS continues to spearhead innovation as a global leader in lifestyle as well as high performance footwear. Designing and marketing over 3,000 products for a vast audience consisting of men, women and children, SKECHERS offers two distinct footwear categories: a lifestyle division promoting BOBS which has established a charitable partnership with a non-profit shoe distributing organization and an active performance division including GOrun, GOwalk, and GObionic footwear.

• Inspired by the idea of gifting a pair of shoes with every BOBS purchase, SKECHERS is extending its resources to make a difference in the lives of underprivileged children around the world. With over 3 million pairs donated since 2011, amongst 25 differing countries.

• BOBS’ Motto: “designed with comfort, style, and compassion in mind.”3

SWOT Analysis

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Audience: Hip-ennial’s

Target audience: Hip-ennial women, a term coined by the Boston

Consulting Group (BCG). Hip-ennials fall under Millennial women (16-34) and

are considered late majority and laggards consumers

Hip-ennials make up 29% of Millennial population Female dominated and usually considered low

employed (students or homemakers).

Consumer Personality: Caution consumer Research and gather information before purchase Light spenders, except for a good cause Globally Aware and cause-market spender Heavy social media users, but don’t contribute much

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Audience Pin-portrait

In a globally connected world, social, environmental, and political issues influences her buying decisions. She carries her pink-breast-cancer-branded water bottle, her (RED) Beats by Dr. Dre, and is interested in products that support the global community. She’s heard about TOMS and has seen them on other women, but decided to research more information about the product. In her research she discovers TOMS gives one pair to children for every TOMS shoe sold. And while she agrees with the cause, her research also uncovered a competitor, BOBS. BOBS has a similar campaign but they give two shoes for every one pair sold and the BOBS shoe are half the cost of TOMS. While she’s always happy to indulge for a good cause, having the option to pay less and give more leaves her feeling satisfied at her transaction. She also feels secure in her decision because SKECHERS is a well-known, multi-billion dollar brand.

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Charitable Partnership

SKECHERS created the acronym BOBS extending the charitable mission of the brand to “Benefitting Others by Shoes” (soles4souls.com).

SKECHERS’ CEO Robert Greenburg had a vision to partner with a larger scale shoe distribution charity, Soles4Souls, a national provider of unisex children’s shoes to communities and organization within the United States and expanding to a more global context during situations of crisis relief.

This growing organization has conjured overwhelming media coverage due to its enthused partnership with SKECHERS, catching the interest of celebrities and other powerful figures who are willing to endorse and donate to this philanthropic fund.

Competitors

Consumer criticism has deemed the designs as unoriginal in comparison to its uniform appearance with TOMS “alpagarta” style footwear as well as its charitable mission. Its is up to the innovative ideas of SKECHERS’ marketing and advertising teams to reinvent a public branding strategy that promotes not only an affordable and stylish product, but their passionate story for giving back globally.

OBJECTIVE: to promote a compassionate brand by focusing on global outreach opportunities that coincide with the comfort and style embodied in a BOBS shoe.

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Media Mix

OVERALL OBJECTIVE : Spreading awareness to BOBS charitable activities

to encourage customers to participate Encouraging customer involvement with BOBS’

mission. Promoting consumer convenience.

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Outdoor Advertising

Advertising Agency Chosen: Clear Channel Outdoor was selected because of their rich history in

advertisement and their dedication to the community.

Media Chosen: Traditional billboards, digital billboards, transit advertising, and street

furniture advertising, i.e. bus shelters

Benefits: Broad coverage, constant exposure, low cost, and the potential and flexibility

to target demographic areas. Clear Channel gives back to the community through cooperation with the

Federal Bureau of Investigation (FBI), AMBER Alerts, and the U.S. Marshal. They are also recycle polyethylene (PE) substrates, which nearly 100% are

recycled annually Reduced the number of lamps on the bulletin, which reduced energy by 60

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Television

Wide Reach

Most U.S. households have at least one television

Dynamic nature

Commercials can be tailored to audiences based on channel choice

Ability to show detailed, informative advertisements

Local and Cable Networks

Ability for everyone to see commercials whether or not cable television is available

ABC

NBC

MTV

National Geographic

SKECHERS budget

Year-round syndication

Potential for more advertisements 11

Magazines

Magazine ads will appear in issues of Lucky and Seventeen to accommodate the different age groups in our target audience.

The ads will be focused around crucial retail points throughout the year, such as back to school, the holiday season, and summer months.

Show BOBS shoes in magazine features to demonstrate how consumers can incorporate the product into their everyday life.

These magazines are popular with our target audience and play a large role in inspiring their fashion and lifestyle choices. During the height of back-to-school or holiday sales, the BOBS brand will use these opportunities to show their new, must-have styles for the season. This will allow national exposure to BOBS, while reaching a variety of ages in our target market.

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Events: Music Festival Frenzy

OBJECTIVE: Bringing the BOBS brand to the music festival scene is a strategic way to implement causational branding among an audience of young, trend-savvy consumers, while improving their experience with free incentives.

SXSW (South by Southwest): Austin, TX March 7-16

Coachella: Indio, CA April 12-14, 19-21

Sasquatch:

The Gorge, WA Memorial Weekend

Lollapalooza: Chicago, IL August 3-5

Festival goers will have the opportunity to be weekend representatives for the BOBS brand- free photo-booth to capture weekend memories with friends, logo printed bottled water and promo-codes for online shopping deals.

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Events: Campus Takeover

It is also apparent that University campuses are breeding grounds for revolutionary agents for change.

OBJECTIVE: Through promotional events set up on college campuses, including established stations and free giveaways to those who lend their time for a little BOBS enlightenment, BOBS in-conjunction with Sole4Souls, hopes to inspire the up and coming generation of business moguls, environmentalists, journalists etc. as advocates for brands with a cause.

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Events: Campus Takeover Continued

Twitter competitions involving barefoot scavenger hunts and an old shoes drive are among the many ideas to promote BOBS moral compass in the community as well as the product itself with samples available to test out and purchase on site.

Incentives are essential to achieving a memorable product therefore items such as BOBS logoed shirts, lanyards, sunglasses, and computer stickers should be available for distribution along with the campus events.

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Social Media

Online Radio:

- Using Pandora and Spotify, as they are popular channels with our demographic.

- Advertising will be channel and zone specific in order to reach specific consumers.

- Help advertise our sponsorships with music festivals.

Pinterests:

Give BOBS the opportunity to create content that could be potentially share.

Highlight new products as well as events happening with BOBS

”Pinning” can create additional impressions of the product. 16

Social Media Continued

Facebook:

Help display upcoming events and provide a cohesive social media presence.

Create Facebook Ads that are targeted to 16-34 year old females who fit the psychographic characteristics of our consumer.

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Schedule

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Thank You.

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