Comm 4320 | Fall 2016

Dr. Tindage

Project 2

Lauren afenir | Aaron Demirci | Carlos Hernandez

Marcela Mancia | AlejANDRA Trujillo

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Table of contents

Creative Brief…………………………………………………………………………………………2

Target Audience Segmentation (Incl. Research) ………………………………………..………3 Demographics……………………………………………….………………………………………….3 Benefits Needed……………………………………………….………………………………………..3 Uses……………………………………………………………………………………………………5 Buying Process……………………………………………………………………………...………….6 Buying Frequency …………………………………………………………………………..………….6 Brand Sentiment…………………………………………………………………………..……………7

SWOT Analysis………………………………………………………………………...…………….8

Competitive Analysis………………………………………………………………...………………9

Mission Statement………………………………………………………………….………………10

Vision Statement……………………………………………………………………………………10

All Creatives…………………………………………………………………………………………11 Instagram…………………………………………………………………………...…………………11 Facebook………………………………………………………………………...……………………11 Justification for Artwork………………………………………………………………………………..13

Media Planning……………………………………………………………………………………..14

Media Execution……………………………………………………………………………………15 Budget………………………………………………………………………………………………...15 Timeline……………………………………………………………………………………………….15

Call Reports…………………………………………………………………………………………16

Appendix A………………………………………………………………………………………….19

Appendix B….………………………………………………………………………………………21

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Creative Brief

¾ Overview o We are looking to rebrand JanSport in order to increase sales among college students.

JanSport backpacks are extremely popular with K-12 students and we want to have that same popularity with college students in the U.S.

¾ Background/ Summary o Client: JanSport o Product: Backpacks o Services: Lifetime warranty, creating backpacks for multiple uses

¾ Competitors o Other brands that are considered to be direct competitors for JanSport and their product

are: The North Face, Herschel, Victoria Secret PINK Backpacks. Any brand that sells good quality backpacks and bags is considered a competitor, not only based on their styles, creativity, message and mission, but most importantly because of the prize.

¾ Product o Features:

� Warranty for life. o Benefits:

� Consumers have the benefit of replacing the JanSport backpack they currently own with another backpack.

¾ Audience Information o Target Audience: College Students

¾ Message o “Backpacks as classic as you.”

¾ Tone o Stylish, Fun, Affordable, Modern, Trendy

¾ Visuals o One of our goals was to create ads that showed JanSport’s classic backpack in the

forefront through the use of eye-catching colors. By keeping JanSport’s recognizable logo and adding a mountain that differs from the mountain that has previously been used in other versions of their logo, we ensure that our target audience will still recognize the logo that they are accustomed to seeing.

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Target Audience Segmentation (Including Research)

¾ Demographics o As a result of our survey we know that 100% of our audience is made up of people that are

in 18-25 ages. As we understand that this number does not reflect the complete audience out there, it happened to be the age demographics in Cal State L.A and we strongly believe it is a good representation of JanSport brand consumer.

¾ Benefits Needed o Large portion of our audience make decisions based on price. As expected, quality has

also played a big role as well as the use of the product. 55% of our audience agreed that they would buy a backpack only if it’s on sale.

18-25 100%

Age Groups

STRONGLY DISAGREE

0%

DISAGREE 19%

UNDECIDED 13%

AGREE 55%

STRONGLY AGREE

13%

I WOULD BUY A BACKPACK ONLY IF ITS ON SALE

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¾ Benefits Needed (Cont.) o Most students agreed that JanSport made affordable and high quality backpacks

STRONGLY DISAGREE

0%

DISAGREE 1%

UNDECIDED

26%

AGREE 73% STRONGLY

AGREE 0%

JANSPORT MAKES AFFORDABLE BACKPACKS FOR STUDENTS

STRONGLY DISAGREE

0%

DISAGREE 1%

UNDECIDED 1%

AGREE 83%

STRONGLY AGREE

15%

JANSPORT MAKES HIGH QUALITY BACKPACKS

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¾ Uses o Among our target audience, a majority of participants said they would prefer a backpack

over other alternatives (such as purses, messenger bags, etc.).

o As far as the purpose of use goes 47% replied School followed by travel 26%, work 12%, and gym 15%.

BACKPACK

99%

MESSENGER

BAG 1%

DUFFLE BAG

0%

PURSE 0.40%

BRIEFCASE

0%

I PREFER A...

SCHOOL 47%

GYM 15%

TRAVEL 26%

WORK 12%

WHAT PURPOSES DO YOU USE YOUR BACKPACK FOR

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¾ Buying Process o A large portion of our participants have said they would shop online when they look for a

bag. 42% agreed and 24% strongly agreed they would be online shopping.

¾ Buying Frequency

o 39% of the participants said they would change their bag within 1-2 years and 35% within 2-5 years which covers the majority.

STRONGLY DISAGREE

1%

DISAGREE 19%

UNDECIDED

14% AGREE 42%

STRONGLY AGREE

24%

I WOULD USE THE WEB WHEN BUYING A BAG

0-6 MONTHS

12%

1-2 YEARS

39%

2-5 YEARS

35%

OTHER 13%

HOW OFTEN DO YOU CHANGE YOUR BACKPACK?

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¾ Brand Sentiment o 87% of the respondents claimed to have owned a JanSport bag in the past and 65% of

those who have owned claimed to be satisfied, additional 20% extremely satisfied.

YES 87%

NO 13%

NOT SURE 0.50%

HAVE YOU EVER OWNED A JAN SPORT BACKPACK?

VERY DISSATISFIED

15%

DISSATISFIED

0%

SOMEWHAT DISSATISFIED

0.50%

SATISFIED

65%

EXTREMELY SATISFIED

20%

IF YOU HAVE, HOW SATISFIED WERE YOU?

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SWOT Analysis

Objective Our mission is to bring more sales, profit and awareness to the JanSport Brand.

Research In 1967, Skip, Murray, and Jan started creating these “Packs”, sold by Skip, designed by Murray and hand sown by Jan in Seattle. These three individuals are the ones who created this company and whose dream now continues. Backpacks are used all over the world by travelers, students, athletes and professionals. JanSport is a brand that carries products for every type of customer. Features like their multiple designs and a lifetime guarantee are some of the many reasons why this company has been able to succeed for over 50 years. JanSport’s story not just begins with the creation of a product but it also carries the legacy of commitment and hard work, from committing to name the brand after Jan, Murray’s girlfriend, to making sure their product can last a lifetime. JanSport is very successful and continues to reinvent itself year after year.

Strengths Weaknesses Opportunities Threats Backpacks are under a lifetime warranty

Not selling to college students

Selling to more college students

Other companies that are more popular among college student, such as Hershel and Northface

JanSport is an international brand

There is not much advertising

Advertising on social media

Much cheaper alternatives from such stores as Forever 21, Target, etc.

Backpack styles cater to different ages and personalities

Advertising is limited to stores and not on social media

Use social media marketing rather than just posting pictures from consumers who use the hashtag “#lifeunzipped”

Not creating popular styles and making it their own

Multiple and great quality designs

Lacks popular backpack styles that consumers may find more appealing

Promote their products at school events

Supports and Sponsors Give access to discounts Economic—backpacks are priced reasonably

Promote the lifetime warranty

Company is family oriented

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Competitive Analysis

Strengths Weaknesses JanSport ¾ Prices are affordable

¾ “Classic” style is timeless ¾ Timelessness caters to

customers of different ages and personalities

¾ Lifetime Warranty ¾ International Brand

¾ Does not sell much among college students and young adults

¾ Not much advertising in terms of social media and is mostly limited to in-stores

¾ Lacks styles that consumers may find appealing

Herschel ¾ Over 26 different styles (shapes) for customers to choose from

¾ Fine regard to detail ¾ Designs include options

for both children and adults

¾ Prices are very high and not affordable for many

¾ Average price for a backpack is ~$100

Northface ¾ Over 45 years of success ¾ Does not just focus on

backpacks. They have other products as well.

¾ Backpacks durable for sports

¾ Sponsors Sports ¾ Simple and durable ¾ Price is economic,

backpacks average at $50 per backpack

¾ Not many different styles ¾ Appeals to older

audiences and not much to young adults

¾ Some designs are very child-like

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Mission Statement

Our mission in working with the JanSport backpack company is to help them rebrand into a company that can be seen as timeless. For over forty years now, students, hikers, and others from around the world have continued to enjoy our lifetime warranty product. Many K-12 students love the JanSport backpacks but as they grow up and move into college, they do not use JanSport as often. We want college students to want to continue to buy, use, and love JanSport just as they did when they were younger.

Vision Statement

People always have those moments when they reminisce on younger self. Sometimes you even sit and wish you were a kid again. Through the photos and media that we are using for our public relations campaign we hope to entice those exact feelings within our target audience. We hope to show through our images that the same backpacks that got you to college will be what gets you through college. Not all backpacks are timeless and not all backpacks can last you a lifetime but JanSport can.

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All Creatives Copy: “Backpacks as classic as you”

Instagram

Facebook (Frame by Frame) Copy: “From Junior high”; “To College”; “Backpacks as classic as you”; “Visit www.Jansport.com”; “To learn more about our lifetime warranty”

1. 2. 3. 4.

5. 6. 7. 8.

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Facebook (Frame by Frame Cont.)

9. 10. 11. 12.

13 14. 15. 16.

17. 18. 19. 20.

21. 22. 23. 24.

25. 26. 27. 28.

29.

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Justification for Artwork

For the purposes of following our mission and vision statement, we chose to keep the artwork simple and eye-catching. In terms of the Instagram ad, by focusing on the red classic design of the JanSport backpack, consumers’ eyes are meant to focus in on the backpack rather than what’s going on around it. Also, the opening of the backpack is a nod to JanSport’s “lifeunzipped” hashtag on social media. We chose to do this picture for Instagram because of the bright color of the backpack, which is meant to catch the consumer’s eyes, because of the nature of Instagram and a lot of pictures can be overlooked. By placing such a bright object in the middle, Instagram users are more likely to stop and take a look at the picture rather than glo Secondly, in terms of the Facebook ad, which ties more into the copy of both ads (“Backpacks as classic as you”), we chose a GIF to play on a loop on the side bar of the Facebook website. The pictures used in the ad are a nod to the lifetime warranty benefit of JanSport. Because of this benefit, consumers can continue to use JanSport backpacks for their lifetime. Also, the presence of the JanSport logo in nearly each frame of the GIF is to ensure that consumers know specifically what brand they’re looking at.

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Media Planning

Instagram (Jul-Sept)

Facebook (Jul- Sept)

Instagram (Mar)

Facebook (Mar)

Total

Click Through Rate (CTR)

0.9% 0.9% 0.9% 0.9%

Cost Per 1000 Impressions (CPM)

$5.99 $5.78 $5.99 $5.78

Amount of Impressions

116,861,000 25,951,557 91,819,699 17,301,038 251,933,294

Expected Website Traffic

1,051,749 233,564 826,377 155,709 2,267,399

Cost Per Ad $700k $150k $550k $100k $1.7million

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Media Execution

Budget For this rebranding we set a lifetime budget of 1.7 million. 1.45 million dedicated to Instagram advertisements and 250k to be distributed to Facebook banner ads. These platforms were selected in order to achieve mass awareness and to convert this website traffic into sales during the back to school season.

Timeline Two different ads will run simultaneously through Mid-July through the end of September in 2017. A second run will run through the month of March 2018. These times were selected to coincide with back to school sales.

2017-2018

JUL-SEPT OCT-DEC JAN-MAR APR-JUN Spending Total $250k

$1.45 million

October 2016: Start research

on JanSport (client)

October 5 2016: Start surveying

target audience

October 19 2016:

Photoshoot for ad

October 21 2016:

Creation of ad

October 23 2016: Media

Planning and budget

finalized

October 27 2016: Pitch

to client

July 16 2017:

Back-to-School ad

release

March 18 2018: Final ad run for

Spring semesters

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Call Reports Call Report #1

Account Manager Lauren Afenir People Attended Aaron Demirci Alejandra Trujillo Carlos Hernandez Marcela Mancia What You Discussed

x Types of mediums that relate to our campaign: print ad, commercial, internet sponsorship, and online banner.

x We decided on our two mediums: Internet sponsorship and Internet Banner x What should our message be? Ideas; through the ages, all American x Call reports: we need a total of three x Mission Statement

What To Do Next

x Call Report #1 x Creatives x Change our tone: timeless x Message: Life Unzipped x Target Audience segmentation x Mission statement x Vision statement

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Call Report #2

Account Manager Lauren Afenir People Attended Aaron Demirci Alejandra Trujillo Carlos Hernandez Marcela Mancia What You Discussed What are we missing?

x photos for our media x timeline x budget x what websites do we want to promote on? x vision statement

What To Do Next

x Surveys x Ideas for creatives

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Call Report #3

Account Manager Lauren Afenir People Attended Aaron Demirci Alejandra Trujillo Carlos Hernandez Marcela Mancia What You Discussed

x Visuals x Hashtag, should we have one or not? x What are we missing? Visual justification, media planning x Slideshow order, what we should discuss in our slideshow?

What To Do Next

x Slideshow x Buy the binders

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Appendix A: Survey 1

1. What is your gender � Female � Male

2. Are you White, Black, or African-American, American Indian or Alaskan Natvie, Asian, Native Hawaiian or other Pacific Islander, or some other race?

� White � Black or African-American � American Indian or Alaskan Native � Asian � Native Hawaiian or other Pacific Islander � From multiple races � Some other race (please specify) [write in answer]

3. What is your age? � 18-24 � 25-34 � 35-44

4. How often do you change your backpack? � 0-6 months � 1-2 years � 2-5 years � Other (please specify [write in answer]

5. Have you ever owned a JanSport backpack? � Yes � No � Not sure � Other (please specify) [write in answer]

6. 6. If you have, how satisfied were you? � Very dissatisfied � Dissatisfied � Somewhat satisfied � Satisfied � Extremely Satisfied � Other (please specify) [write in answer]

7. In comparison to the quality of the backpack price, price is… � Extremely important � Very important � Moderately important � Slightly important � Not at all important

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8. What would make you more likely to buy our new product? [write in answer] 9. If you are not likely to buy our new product, why not?

� Do not need a product like this � Do not want a product like this � Satisfied with competing products currently available � Cannot pay for a product like this � Not willing to pay for a product like this � Other (please specify) [write in answer]

10. What do you like most about competing products currently available from other companies? [write in answer]

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Appendix B: Survey 2

The following questions and statements were answered as either of the following: “strongly disagree”, “disagree”, “undecided”, “agree”, or “strongly agree”.

1. JanSport is a popular brand among students? 2. JanSport makes high quality backpacks 3. JanSport makes affordable backpacks for students? 4. I prefer backpacks over messenger bags 5. I would buy a backpack if it is popular 6. I would buy a backpack if it is functional 7. JanSport needs a new line of backpacks 8. JanSport needs more advertising 9. I would buy a backpack only if it is on sale 10. I would use the web to search for backpacks