Group 6: Sonia Herman, Stella Kim, Sean Nelson, Chengcong Sun

Intro: Who We are. What we do.

Intro: Who We are. What we do.

Current brand positions

Feminine fashion

Socially responsiblePhilanthropic brandSeasonal wear Good canvas shoes

quality

Target AudiencePrimary: environmentally conscious male and female who are fashionable, college students (age 19-24)

Secondary: environmentally conscious male and female who are fashionable, high school students (age 14-18)

Our CampaignsThe Gift of Shoes

The Gift of Sight

The Gift of Water

The Gift of Safe Birth

The Gift of Kindness

The Gift of Shoes

The Gift of Sight

The Gift of Water

The Gift of Safe Birth

The Gift of Kindness

Main Issue: Market to Male Consumers

More EffectivelyCurrent Situation:

Feminine brand perception

High quality male product lines with lagging sales

Goals:

Increase male product sales by 15% in 1 year (August 2017)

Change brand perception to gender neutral company

New Strategic Plan1. Logo2. Expanding Marketing Campaign3. Twitter4. Target Cultural Influences5. Celebrity Endorsement

Strategic Plan: LogoModifying Our Logo

●Rebrand male product line under new Toms Flag

●Green portrays social responsibility and growth

●Darker color gives product line more masculinity

●Similar enough to keep positive associations

Strategic Plan: Expanding Our Marketing CampaignSave Our Boys

Pick your own Donation

North America: My Brother’s Keeper Alliance

Asia: International Labor Organization

South America: The World Bank to protect low income soccer players

Africa: giving circumcisions to boy’s in needs

Strategic Plan: TwitterNeed Some Changes in Twitter

Strategic Plan: New Twitter Ideas

Strategic Plan: Celebrity EndorsementFeaturing Brad Pitt

Social Media: Twitter

TV advertisement

Philanthropy Events: #withoutshoes

Strategic Plan: Cultural InfluencesTarget cultural influencers

●Hire college students as brand ambassadors, targeting those specifically involved in Greek life, student clubs, and/or athletics

●Brand ambassadors hold events and distribute swag and merchandise

●Give free product to male fashion bloggers in exchange for reviews

Questions?