TOMS Shoes, Inc. - Communications Plan - Megan Malloy

TOMSShoes,Inc.CommunicationsPlan

MeganMendelsohn|2012

TABLEOFCONTENTS

• ExecutiveSummary…………………………………………………………………………..……………………….…..1

• Background………………………………………………………………………………………………………………….…3

• SituationAnalysis…………………………………………………………………………………………………………..7

• CoreProblem+Opportunity………………………………………………………………………………………….8

• Goal……………………………………………………………………………………………………………………………….8

• Objectives………………………………………………………………………………………………………………………9

• KeyPublics……………………………………………………………………………………………………………………10

• BrandPositioning…………………………………………………………………………………………………………10

• Framing………………………………………………………………………………………………………………………..11

• Messages……………………………………………………………………………………………………………………..12

• Strategies+Tactics……………………………………………………………………………………………………...14

• Calendar…………………………………………………………………………………………………………………..….18

• Budget………………………………………………………………………………………………………………………….19

• Evaluation…………………………………………………………………………………………………………………….20

• Appendixes:

o (A)References………………………………………………………………………………………………22

o (B)SWOT………………………………………………………………………………………………………23

o (C)PublicProfiles………………………………………………………………………………………….24

o (D)Research…………………………………………………………………………………………………26

o (E)CreativeMock‐Ups………………………………………………………………………………….27

o (F)ConfirmationTable………………………………………………………………………………….29

EXECUTIVESUMMARY Everyday,millionsofchildrenacrosstheglobelivewithoutshoes.Manyofthesechildrenarenot

allowedtoattendschool,whileothersareexposedtodisease,infectionandinjury.Shoesarenot

onlycriticaltohealth,buttoeducationandachild’sabilitytoliveuptotheirfullpotential.

TOMS,whichwasfoundedbyAmericanentrepreneurandphilanthropistBlakeMycoskiein2006,

hasgrowntobecomeoneofthemostrecognizednamesintheone‐for‐oneindustry.Operating

underthebusinessmodelthatforeveryonepairofshoespurchased,anotherpairwillbe

donatedtoachildinneed,TOMShashadthefortuneofgivingmorethanonemillionshoesto

childrenacrosstheglobe.

Likeallcompanieswithinnovativeandoriginalbusinessmodels,TOMSisfacedwiththeproblem

oflosingitsfootingandoriginalidentityinanincreasinglycrowdedmarketplaceasother

companiesemergetojointhetrend.WiththegoalofestablishingTOMSShoes,Inc.asan

industryleaderwithinthecorporatesocialresponsibilityrealm,wehavedevelopedthefollowing

communicationsplan,whichwilltargetourspecifickeypublicsofGenerationY‐erstoaccomplish

ourgoal.Utilizingavarietyofcomprehensivecommunicationsstrategiesandtactics,wewillhone

inonthiskeyaudiencetodeliveruniqueandengagingstrategies.Thisplanwillstayconsistent

withtheTOMSvoicetoresonatewithitsdevotedfollowerswhileattractingnewones.By

adoptingthesestrategiesandtactics,TOMSwillbecomeasmuchofanameinfashionasitwill

withinthenonprofitrealm.

StudentsacrossthecountrywillbeencouragedtojointheirlocalTOMSCampusClubstonotonly

representthebrandasstudent“BrandAmbassadors,”buttoencouragefellowstudents’

involvementandlocalactivismforaglobalimpact.Youngmenandwomenwillbeencouragedto

utilizeavarietyofsocialmediachannelstoconnectandengagewithTOMStocreateanenriched

dialogueabouttheproductsandmission.TOMS“BlankCanvas”linewillallowcreative

consumerstodesignstheirownshoesforanevenmoreuniquelook.Ultimately,TOMSwill

becomealifestylebrandwithanempoweringbusinessmodelthatallowstheconsumerto

1|TOMSCommunicationsPlan

becometheactivist.

Withyourapproval,wewouldliketoadoptthefollowingchanges.Intotal,theimplementation

ofthiscommunicationsplanisprojectedtocostXamount.Onlyafewofourspeciallycrafted

strategiesandtacticswereincludedinthissummary.Pleasereadontogagethefullscopeof

thesemessages,strategiesandtactics.


BACKGROUND

TheClient:TOMSShoes:TOMSShoesisafor‐profitcompanybasedinSantaMonica,CAthatalso

operatesanon‐profitsubsidiary,FriendsofTOMS.TOMSwasfoundedin2006byAmerican

entrepreneurBlakeMycoskieafteratriptoArgentinawherehesawthatmanyofthelocal

childrendidnothaveshoestoprotecttheirfeet.WitheverypairofTOMSshoespurchased,one

newpairisdonatedtoachildinneed.Thecompanynameisderivedfromtheword“tomorrow,”

andevolvedfromtheoriginalconcept,“ShoesforTomorrowProject.”TOMSstrivestosetup

sustainablegivingpartnershipsthatallowittogiverepeatedlyaschildrengrow.Theshoesgiven

byTOMSaremadetoordertoensurethattheyonlyprovidesizesneededbythechildren.

ExternalEnvironment:Despitetheeconomicrecession,OctobershoesalesinAmericawerethe

highesttheyhavebeensince2006at$1.5billion1.Agrowingportionoftheeconomyis

respondingtotheincreasingdemandstointegratecharityintoproductlines.Additionally,

volunteerismwithinGenerationYwentup25%from2002to2005andfeelingsofcivic

responsibilityarethehighestin25years2.Sociallyconsciousbrandshaveseenasteadygrowth

overthelastdecadeasGenerationYenterstheworkforceandnowearnsdisposableincome.

AccordingtoTOMSfounderandCEOBlakeMycoskie,thenonprofitsectorandcorporate

philanthropydepartmentstraditionallyoperatedasseparateentities.Nowthetrendwithinthe

industryleanstowardcombiningthesetwoentities.TheindustryisrespondingtoGenerationY

consumertrends–to“shopsmart”–thatis,whengivenachoicebetweentwosimilarproducts,

thepreferredchoicetoispurchasetheonethatsupportsacause.

Industry:One‐for‐oneorganizationsoperatebydonatingaproductorserviceforeveryproduct

sold.Theultimategoalistobuildaself‐sustainingcompanythathastheabilitytogivebacktothe

community.A2010ConeCauseEvolutionstudyindicatedthat85%ofconsumerssurveyedfeel

morepositivelyaboutcompaniesthatsupportacausetheycareabout.Whenpriceandquality

1http://www.nytimes.com/2009/11/06/business/economy/06shoes.html2http://www.coneinc.com/files/2010‐Cone‐Cause‐Evolution‐Study.pdf


areequal,mostconsumerschoosetheproductsupportingthecause2.Popularone‐for‐one

organizationsincludeblanket,eyeglassandeyecare,oralhealth,andshoedonationsentities.

72%ofallcompanieshaveformalCorporateSocialResponsibility(CSR)programsinplace,which

isupfrom62%in2010.60%oforganizationshavededicatedCSRbudgets,upfrom52%in2010,

andmorethanhalfofreportedCSRbudgetsarelessthan$500,000annually;however,only4%

ofCSRispracticedwithintheretailindustry3.

Products:TOMSshoesarelightweightandinspiredbytheArgentinealpargatadesign.TOMS’

mostcommonshoeisablack,unisexcanvasslip‐onwithasturdysolecommonlyrequiredfor

schoolinmanycountries4.Inadditiontoshoes,TOMSalsosellsclothingandeyewear.TOMS

Eyewear,whichwaslaunchedin2011,featureshigh‐endsunglassesformenandwomen.Like

TOMSShoes,TOMSEyewearoperatesunderthesameone‐for‐onebusinessmodel.TOMS

products,whichfeatureproductsmadefromrecycledmaterials,aresoldatmorethan500stores

nationwideandinternationally,includingNordstrom,NeimanMarcusandWholeFoods.

Services(SocialEnterprise):Over1millionpairsofshoeshavebeengiventochildrenunderthe

OneforOneprogramsinceitscreationin2006.Thecanvasshoeshavebeengiventochildrenin

morethan20countriesworldwide,includingtheU.S.,Argentina,Ethiopia,Rwanda,Guatemala,

HaitiandSouthAfrica.Shoesprotectthefeetfromvarioussoil‐baseddiseases,whichnotonly

causephysicalsymptoms,butcreatecognitiveimpairmentaswell5.Manyschoolsrequire

studentstowearproperfootwearandbyprovidingyouthswithfootwear,TOMShelpstofurther

educationincommunitiesaroundtheglobe.Withhelpfrom501(c)(3)non‐profitsandNGOs,

TOMSisabletogiveshoestochildreninneedyear‐round.Thenon‐profitorganizationFriendsof

TOMSalsocoordinates“ShoeDrops”aroundtheworldforemployeesandvolunteersto

experienceTOMSdonationsfirst‐hand.Shoedropvolunteeropportunitiesareopentothepublic

andallowthoseinvolvedtohand‐delivershoestochildreninover25counties.

3http://www.croassociation.org/files/CR%20Best%20Practices%202011%20‐%20executive%20summary.pdf4http://www.toms.com/media/files/8.24.11_GivingReport_Update.pdf5http://www.toms.com/media/files/8.24.11_GivingReport_Update.pdf


Issue/Opportunity:AlthoughTOMShasreceivedprestigiousawardsandbuiltapositive

reputation,persistentcommunicationseffortsareneededtosupportongoingcorporatesocial

responsibilityinitiativesandmaintainbrandpositioningamongsimilar,newproductlaunchesin

thefootwearindustry.

Promotions:TOMSoperatesandmaintainspagesandchannelsonFacebook,MySpace,YouTube

andTwitterthatencourageinteractionfromusersandinformsthemabouttheirefforts,products

andongoingmission.TOMScurrentlyhasover1millionfollowersonTwitterandFacebook.

TOMSBlogontheofficialwebsitesharescompanynewsupdateswiththeiraudiencethroughfun

andinformalstories,updates,postsandpictures.TheTOMSwebsiteencouragesuserstointeract

throughtheir“getinvolvedsection,”whichincludesthefollowing:

o SHARE:TheTOMSStory

o SCREEN:TheTOMSDocumentary

o HOST:AStyleYourSoleParty

o UPLOAD:YourTOMSPictures

o REGISTER:ForOneDayWithoutShoes

TOMSVagabondTour,startedinearly2009,splitsvolunteersintofiveregionalteamsinaneffort

toreachdifferentcampusesnation‐widetospreadinformationregardingTOMS’OneforOne

movement.TOMS’“ShoeDrop”firstoccurredinearly2009inUruguayandwasfilmedtobe

includedasapartofanationalAT&Tcommercial.OnApril5,2011,morethan250,000

volunteersparticipatedinthe4thannualOneDayWithoutShoes(ODWS)projectinordertoraise

awarenessforthemillionsofchildrenwhogowithoutshoeseveryday.ThewinningPRstrategy

forODWSgarnerednearly500millionearnedmediaimpressions,upto245%fromtheyearprior,

sparkedaglobalTwittertrendingtopicandhelpeddrivea300%spikeinyear‐over‐yeartrafficto

TOMS.com.Thebroad‐reachingbuzzledto1millionpeoplegloballytogobarefoot6.TOMSwas

alsoasponsorforthe2011“Movember”whichsupportsprostatehealth.

62012SABREAWARDS–Category#14CauseMarketing


MarketShare:TOMSisaprivatecompany,soitisdifficulttoascertaintheirstakeinthemarket

share.However,thefollowinginformationdetailsthepotentialformarketgrowth,consumer

trendsanddemandtrends:

• TOMShasastrongholdontheGen‐Yconsumermarket

• TheGen‐Ygroupconsistsofyoungadultsbornbetween1977and1994andisconsidered

tohaveatremendousamountofspendingpoweratabout$600billionperyear7

• College‐agedGen‐Yconsumersalreadyhaveapurchasingpowerof$200billionayearand

areavaluablekeymarketforTOMSbecauseoftheirconsumerbehaviorsand

characteristics,whichinclude:

o Lifelongbrandloyalties,whichareformedduringtheseformativeyears

o Influenceofparentalpurchases

o Havingahigherstandardoflivingassociatedwithacollegedegree

o Earlyadoptionofproductsandconsumerchoicesaswellasinfluenceoverothers

• AccordingtoHoovers,TOMSShoes’estimatedannualsalesare$8.3million

• TOMShasnotyetturnedasignificantprofit,butisverystablefromacashflowstandpoint

Competition:Therehasbeenasignificantincreaseincompanieswithaone‐for‐onebusiness

model.Ascorporatesocialresponsibilityandcausemarketingcontinuestogrowinpopularity,

morecompanieswiththisbusinessmodelwillemerge.Suchcompaniesinclude:

• OneBrushandSmileSquared:bothorganizationsprovidetoothbrushesandoralhealth

suppliestolow‐incomechildrenaroundtheglobe

• WarbyParker:providesprescriptionglassestoapersoninneed

• WeWood:producessustainablewoodenwatches.Whenpurchased,onetreewillbe

plantedwiththehopesofplanting100milliontreesby2020inbothruralandurban

settings

• TwoDegrees:donatesafoodbarforeverybarsold

• BlanketAmerica:foreveryblanketsold,onewillbedonatedtosomeoneinneedwithin

theU.S.

7http://0‐dx.doi.org.library.lausys.georgetown.edu/10.1016/j.jbusres.2008.01.020


• RomaBoots:witheverypairofrainbootspurchased,apairwillbedonatedtoachild

livingincoldandwetclimates

Resources:TOMS,whichisbasedinLosAngeles,had72full‐timeemployeesasofJune2010.

TOMSemploysnumerousinternsthroughouttheyear.CampusClubsaresetuponcollege

campusesthroughouttheUnitedStatesandallowstudentstoassistincreativemarketingand

eventplanninginordertofurtherthemissionofTOMS.TOMS’2009AnnualReportassessedthat

59%ofstudentrepresentativeswerefemale,while41%weremale8.TOMShasnumerous

partnershipswithnon‐profitandnon‐governmentalorganizations.TOMSalsohaslocalgiving

partnersineachlocalcommunitythatreceivesTOMSdonations.InadditiontoBlakeMycoskie,

founderandCEO,otherkeypersonnelincludesCFOJeffWatts,HeadofCorporateSalesTyler

Mycoskie(Blake’syoungerbrother),andBlake’spersonalassistantMeganMemmott.

SITUATIONANALYSIS

Becauseofincreasedspendingandthegrowing“smartconsumer”trends,one‐for‐one

companieshavebecomeincreasinglyprevalent,whichhasledtothefollowingissues:

IncreasedCompetition:

• Theone‐for‐oneindustryhasgrownsignificantlysinceTOMSwascreatedin2006.9

• TOMS,onceaninnovatorinone‐for‐onesales,nowhastocompetewithinanincreasingly

crowdedmarketplace.

• TOMShastheopportunitytorepositiontheireffortsinordertocreateasustainable

globalimpactrecognizedbyalargerkeypublicbyadaptingtheircommunication

strategies.

• Thereareseveralpotentialbarriersandexternalfactorsthatcouldadverselyaffectthe

growthofTOMS.

8http://www.behance.net/gallery/Layouts‐TOMS‐Annual‐Report/8164759http://www.coneinc.com/files/2010‐Cone‐Cause‐Evolution‐Study.pdf


• Inordertostayafloatinanever‐changingandincreasinglyhostileeconomy,TOMSwill

needtoseekpartnershipsandallianceswithotherorganizationsinordertostrengthen

andexpandtheirresources.

• TOMSshouldcontinuetodevelopandexpandtheirproductsinordertostayrelevantand

note‐worthy.

• TOMSshouldcontinuetoseekandencouragecampusinvolvementtofurtherspreadthe

causeforlittleoverheadcost.

COREPROBLEM/OPPORTUNITY

• Becauseofgrowingcompetitionwithintheone‐for‐oneindustry,TOMSfacesthe

challengetostayrelevantandtocontinuetoadaptandevolvetheirbrand,nonprofit

subsidiariesandcharitableeffortsincludingOneforOne,CampusClubs,OneDayWithout

Shoes,internshipsandtheaudienceengagementintheTOMSMovement.

• AconsequenceofnotsolvingthisproblemwouldbethatTOMScouldlosetheirfootingin

themarketandbecomelessrecognizedincomparisontotheircompetitors,thuslosing

revenue,salesandtheirabilitytohelppeople.

• TOMSshoes,Inc.needstocreateasingularunifiedbrandidentity/voiceaswellasa

comprehensivecommunicationsplanthatwillinformthepublicabouttheircharitable

effortsandsocialresponsibilityeffortsinordertothriveinanincreasinglycompetitive

industry.

GOAL

EstablishTOMSShoes,Inc.asanindustryleaderwithinthecorporatesocialresponsibilityrealm

bycontinuingtoexpandthereachofitsinternationalsocialprogramswhileincreasingcharitable

efforts.


OBJECTIVES

• September2012:Establishrelationshipswithcommunitydevelopmentprogramsin25

additionalcountriesbySeptember2012inordertoincreaseglobalimpactandstrengthen

internationalcommunityrelations

• September2012:Increasepartnershipswithlocaleducationandhealth‐relatednon‐profit

andnon‐governmentalorganizations,suchas“WorkingTogetherforEducation”inHaiti,

by30%inordertostrengthenbrandcredibilityandreachnewkeymarkets

• September2012:Increasekeypublics’engagementwithTOMS’socialmediachannelsby

initiatingnewandinnovativesocialmediacampaigns,includingincreasingFacebookand

Twitterfollowersby20%

• January2013:Recruit10‐15keyinfluencerstoadvocateonbehalfofTOMSinvarious

onlineblogs,websitesandonlineforums

• April2013:Generate10%morecoveragethanthepreviousODWS

• April2013:BecomeaTwittertrendingtopic(#ODWS)intheweeksleadinguptoODWS

2013

• April2013:Getonenationallatenightormorningshowhosttobroadcastbarefootin

ordertopromoteODWS2013

• April2013:IncreasemediamentionsforODWS2013by10%fromthepreviousyear

• April2013:DoubletraffictoTOMS.comonthedayoftheODWS2013event

• June2013:CreatenewTOMSCampusClubchaptersat30newuniversitiesoverthe

courseofthe2012–2013schoolyearbysendingTOMSbrandambassadorstocampuses

forextracurricularfairsandinformationsessions


KEYPUBLICS

Students:College‐agedGen‐Yconsumersalreadyhaveapurchasingpowerof$200billiona

yearandareavaluablekeymarketforTOMSbecauseoftheirconsumerbehaviorsand

characteristics,whichinclude:

• Lifelongbrandloyaltiesareformedduringtheseformativeyears

• Gen‐Ystudentsareearlyadoptersandinfluencers

• Influenceofparentalpurchases

• Haveahigherstandardoflivingassociatedwithacollegedegree

YoungProfessionals:TOMShasastrongholdontheGenerationYconsumermarket

• YoungprofessionalsthataretappedintosocialmediaandarefrequentusersofFacebook,

Twitterandblogs

• Keyinfluencerswithinterestinone‐for‐onebusinessmodels,corporatesocial

responsibilityandcharitableefforts.College‐educated,volunteerandcharity‐driven

youngpeoplewhoaretechsavvyandtunedintomultiplesocialmediachannels

BRANDPOSITIONING

TOMSShoes,Inc.shouldcontinuetopositionitselfastheleaderintheone‐for‐oneindustryas

wellasoneofthelargestpurveyorsofcomfortable,moderately‐priced,environmentally‐friendly

andsocially‐consciousfootwear.

• Amongsttoday’syoungconsumerswhohavenotyetpurchasedanyTOMSproductssince

itscreationin2006,theperceptionofthebrandisthatofacompanythatproduces

uniqueshoesthataretypicallywornbyyoung,liberal,socially‐andenvironmentally‐

consciousconsumerswithsomedisposableincome

• ManyconsumersareunawarethatTOMSnowsellseyewearandapparel,whileothers

maybeawareofTOMSproductsbutunawareoftheuniqueandnote‐worthybusiness

modelandinternationaloutreach

• TOMSmustcontinuetopositionthemselvesasalifestylebrandamongststudentsand

Gen‐Yconsumers


FRAMING

Anallencompassingefforttoemphasizethemissionandre‐framethepublic’sawarenessof

TOMSShoesInc.fromalesserknownshoecompanytoalargeretailcompanywithauniqueand

impactingbusinessmodel.

• Thecampusoutreachprogramscanseektofurtherthisrebrandingbyexpandingtomore

collegecampusestofurtherspreadtheTOMSmissionamongstitskeypublics

• ReframingandrepositioningTOMSamongstconsumersthatpurchasingTOMSapparel

andshoesisachoice,muchlikethecanvasgrocerybagmovement,thatcanhelpthe

environmentandsocietyatlarge

• TOMShastheabilitytobecomeasubiquitousasthecanvastotewhilestillmaintainingits

uniquenessandoriginality

• ReframeTOMSinthemindofTOMSskepticsasabrandwhosemissioniseffectively

improvinglocalcommunitieswithoutstiflinglocaleconomies

• AppealtoTOMSconsumers’emotionbystrengtheningmessagingaboutTOMScharities

andgivingprogram

• PreemptcompetitionbycontinuingtoestablishTOMSastheoriginalone‐for‐oneshoe

company

• Affirmcredibilitybystrengtheningpartnerships,celebrityandactivistendorsements,

campuspresenceandmediamentions

• Fosterinteractionanddialoguewithkeypublicsbyutilizinggrassrootscommunication

effortssuchasTwitter,Facebook,Pinterest,BlakeMycoskie’sBlogandTOMSShoesBlog


MESSAGING

OrganizationalMessage:

BypurchasingTOMSproductsyouwillbeabletoimprovethehealthandeducationofchildren

acrosstheglobe

Audience:All

• Shoesprotectthefeetfromvarioussoil‐baseddiseases

• Manyschoolsrequirestudentstowearshoes,whichareascarcecommodityincertain

communities,andbyprovidingfootweartothesechildren,TOMShasadirectimpacton

theireducation

• TOMSEyewearoperatedunderthesamebusinessmodelasTOMSShoesbyproviding

prescriptioneyeglassesforthoseinneedwitheverypairpurchased

• Knowingthatacompanyhasauniqueandcharitablebusinessmodeladdsincentiveand

feelingsofgoodwilltoapurchase

TOMSShoesInc.isoneoftheleadingandmostwell‐knownone‐for‐oneorganizations

Audience:All

• TOMSwasfoundedin2006,makingitoneoftheoldestandvenerableone‐for‐one

companiesamongstitscompetitors

• One‐for‐onecompaniesoperatebydonatingagoodorserviceforeveryonegoodor

servicepurchased

• TheTOMSbusinessmodeliswellknownasoneoftheoriginalcompaniestosuccessfully

integrateandutilizeCSR

• TOMSwasestablishedwellbeforeothercompaniessuchasWarbyParker,OneBrush

andBlanketAmericajumpedonthe“one‐for‐onebandwagon”


TOMSShoeshasanexpansiveglobalreachthathasalreadymadealargeimpacton

communitiesinneed

Audience:All

• Over1millionpairsofshoeshavebeengiventochildrenundertheOneforOneprogram

sinceitscreationin2006

• TOMS’canvasshoeshavebeengiventochildreninmorethan20countriesworldwide

• WiththeinceptionofTOMSEyewear,thebrandhasbeenabletofurtheritsreachand

impacttoprovideprescriptionglassestothoseinneed

• TOMSworkstoestablishshoe‐givingpartnershipswithhumanitarianorganizations

worldwidethathavedeepexperienceandlong‐termpresenceinthecountriesand

communitiestheyserve

• OrganizationsthatbecomegivingpartnersworkwithTOMStoidentifycommunitiesin

needthatwillbenefitthemostfromTOMSshoesduetoeconomic,healthand

educationalneeds

• Givingpartnersensurecharitablesustainabilitybyreorderingnewshoesto

accommodatechildrenastheygrow

PrimaryMessages:

TOMSCampusClubsallowstudentstomakeadifferenceandhelpspreadthemissionofTOMS

amongstpeers

Audience:CollegeStudents

• SettinguplocalTOMSShoeschaptersisaneasyandfunwaytogetinvolvedinan

organizationwithglobalreach

• TheseClubsnotonlyprovidestudentswiththeabilitytomakeadifference,butalsoto

garnerhands‐onexperienceinnon‐profitandvolunteerwork

• CampusClubsalsoallowstudentstogainpracticalandapplicablecareerskillsbyassisting

increativemarketing,businessandeventplanning


PurchasingapairofTOMSShoesisauniquewaytobecomeapartofalargermovementfor

globalimpact

Audience:YoungProfessionals

• TheindustryisrespondingtoGenerationYconsumertrends–to“shopsmart”

• Whengivenachoicebetweentwosimilarproducts,thepreferredchoicetoispurchase

theonethatsupportsacause

• 85%ofconsumerssurveyedfeelmorepositivelyaboutcompaniesthatsupportacause

theycareabout.10

• Whenpriceandqualityareequal,mostconsumerschoosetheproductsupportingthe

cause11

STRATEGIES+TACTICS

College+HighSchoolStudents

• Strategy1:PositionTOMSShoes,Inc.toappealtoinfluentialkeypublicsthroughacampaign

focusedonconsumeractivismand“purchasingpower”

o Developandlauncha“SoulsforSoles”Campaign

Campaignwillre‐craftmessagestoappealtothe“activistconsumer”

Developandcreatepromotionalmaterialsforcampaign,includingsmallcards

madefromrecycledpaperthatcanbegiventoTOMSconsumersuponevery

purchasemade

• Cardcouldexplainthedirectimpactthattheconsumer’spurchasehas

made

• Example:“Congratulationsandthankyouforyourpurchase!Youhave

nowdonatedonepairofshoesto[LOCATION].”

• CardcouldalsoincludeaQRcodeordirectlinktothecampaignpage

10http://www.trendsspotting.com/blog/?p=16511http://www.trendsspotting.com/blog/?p=165


• Strategy2:LeveragetheuseofsocialmediatoolstoappealtoandengageGenerationY

consumers

o Engagekeypublicsthroughavarietyofsocialmediachannelsandplatforms

DevelopandcreatepodcastsfocusedonglobalimpactandTOMSCharities

• ThesepodcastscanbefeaturedonTOMSsites,blogsandsocialmedia

channels

CreateacustomTwitterhashtagtoengageandstimulatedialoguebetween

TOMSandkeypublics

RegularlyupdateTOMSYouTubechanneltoprovideasteadyandconsistent

streamofnewcontent

o LaunchaphotomosaicsocialmediacampaignaimedatencouragingTOMSwearersto

takepicturesofthemselveswearingshoes

Thiscampaignwillcontinueonfor3–4months

Attheendofthecampaign,alargephotomosaicofalltheindividualpictures

willbeputtogethertocreatealargepromotionalbannerofashoe–madeup

oftheseindividualphotographs–withthequote“oneforone,allforone”

beneathit

ThisunifiedmessageandimagerywillpromoteTOMSstrategytoactsmallto

impactlargely

• Thispromotionalimagecanbeusedonmarketingandpromotional

materials,TOMSmediachannelsandwebsites

• Strategy3:Promoteandrepositionproductlinestoreachnewconsumers

o ExpandTOMSCampuslinetofeaturenewschoolsandexpandreach

LaunchnewlineforallBigTencolleges,aswellasschoolsshowntobelargestTOMS

consumers(UCLA,FloridaState,SMU,USC,etc)

Allowstudent“BrandAmbassadors”toassistingauginginterestoneachcampusfor

theirowncampusshoe

Callcampusbookstorestogaugeinterestinresaleofshoes


Advertiseinlocalschoolpapers,especiallybeforegamedaysandotherimportant

schooleventssuchashomecomingandfootballseason

IftheCampusClubobtains500+studentsignatures,thenTOMSwillexpandlineto

includetheirschoollogoaswell

• Thiswouldhelptoengagestudentsandincreaseawarenessand

interestintheTOMSbrandaswell

o CreateanewlineofTOMSShoestoappealtoyoungerdemographic

Newlinewillbecalledthe“BlankCanvas”

Theseshoeswillbemadeofplainwhite,environmentally‐friendly,writablecanvas

Shoeswillcomewithpaintpenswhichwillallowconsumerstodesign,decorateand

painttheirTOMSshoes

o CreateacompetitiontofindthebestnewTOMSshoedesignandpromotethenewline

CompetitiontofindthebestnewTOMSshoedesignwillbeadvertisedandpromoted

onallTOMSwebsitesandsocialmediachannels

Blanktemplatesindownloadableformalongwithcompetitionsubmission

requirementswillbeavailableonlineaswell

Participantswillbeencouragedtosubmittheirmostcreativedesignforsubmission

WinnerswillbegivenaprizeawardandthebestdesignwillbesoldontheTOMS

websiteandthroughallparticipatingretailers

YoungProfessionals

• Strategy1:IncreaseTOMSmediacoveragetoincreaseawarenessandrecognitionofTOMS

ShoesInc.

Contactlocalandnationalnewschannelsandmediaoutletstoproposecoverage

forTOMSfounderBlakeMycoskietodiscussrecentendeavors

Createpressreleasesandmediadistributionlistsinordertosuccessfullyreach

outandpinpointmediaoutletsandchannels

Broadcastnewscoverage,interviews,podcastsandthe2009TEDTalkonTOMS

websiteandsocialmediachannels


BookactivistcelebritiestoendorseandwearTOMSShoestogenerateawareness

ofthebrandandincreasepopularityamongstconsumers

• Strategy2:IncreaseawarenessoftheTOMSbrandsthroughspecialeventfunctions

Createaseriesofeventsintop5citiesaroundtheU.S.toraiseawarenessforTOMS

Invitestakeholders,communityleaders,activists,keyinfluencers,earlyadopters,

localCampusClubmembers,andotherimportantintermediaries

• Ensurethatmediahasbeeninvitedtoeventstogarnermediamentionsand

newscoverage

ProvideplainwhitecanvasTOMSshoesandpaintpenstoattendeesforactivitiesthat

includepaint‐your‐own‐shoesactivities

• Thiscouldbeinconjuncturewiththelaunchofthe“BlankCanvas”line

Haveabriefandinformal,yetinformativekeynotespeakerpresentontheglobal

impactandreachofTOMS’one‐for‐onemodelandTOMSCharities

FundraisingaspectcouldbetackedontoeventtoraisemoneyforTOMScharities


EVALUATION SummaryofObjectives:

• Establishrelationshipswithcommunitydevelopmentprogramsin25additionalcountriesby

September2012inordertoincreaseglobalimpactandstrengthencommunityrelations

• Increasepartnershipswithlocaleducationandhealth‐relatednon‐profitorganizationsin

Haitiby30%withinthenextsixmonthsinordertostrengthenbrand

• Increasekeypublics’engagementwithTOMS’socialmediachannelsbyinitiatingnewand

innovativecampaignsinordertoincreaseFacebookandTwitterfollowersby20%within

thenextsixmonths

• Recruit10‐15keyinfluencerstoadvocateonbehalfofTOMSinvariousonlineblogs,

websitesandotheronlineforumsbyJanuary2013

• CreatenewTOMSCampusClubchaptersat30newuniversitiesoverthecourseofthe2012

–2013schoolyearthroughtheuseofTOMSbrandambassadors

• Generate10%morecoveragethanthepreviousyear’sOneDayWithoutShoes(ODWS)

eventbyApril2013

o BecomeatrendingTwittertopic(#ODWS)intheweeksleadinguptoODWS

o GetonenationallatenightormorningshowhosttobroadcastbarefootforODWS

o IncreasemediamentionedforODWS2013by10%frompreviousyear

o DoubletraffictoTOMS.comonthedayofODWS2013

Evaluationoftheoveralleffectivenessofplan:

• CompileamediaanalysisofTOMStodeterminewhetherprint,online,televisionandradio

coverageandmentionshasincreased

• AssessTOMS’Kloutsocialmediascoretodetermineitssocialmediapresenceandwhether

ithasincreasedandgrown

• AssesswhetherTOMSCampusClubshavespreadtootherschoolsandgathermembership

reportsfromCampusClubstodetermineifmembershiphasrisen

• UtilizeTOMStoolstodetermineifsaleshaveincreasedwithinstoresthatarefrequentedby

demographicsthatfitwithinourtargetedkeypublicgroups


Evaluationofkeytactics:

• Usesurveystogatherfeedbackonthesuccessofthe“SoulsforSoles”Campaigncards

• Analyzeimpressions,views,mentions,follows,“likes”andclick‐throughratesonsocial

mediachannels,podcastsandcampaignpages

• Evaluatesuccessofthemosaicphotocollagecampaignbygatheringtheamountof

submissionsandvisitstothesite

• EvaluatemembershipsratesatnewCampusClubsatBigTenschools

o Analyzeinterestandrequestsfromothercampusestocreatenewchapters

o AnalyzesalesofTOMSshoesatlocalcampusbookstores

• GathernumberofsubmissionsforBlankCanvascontesttodetermineinterestandsuccess

• Useamediaanalysistodeterminemediacoverageforbrandandspecialevents

Movingforward:

• Ifagreedupon,wewillcontinuetoadjust,adaptandaddontotheplanasneeded

dependingonthetimelineandthesuccessofeachstrategyandtactic

• Ifprovedsuccessful,theplanwillbeadjustedtorollnewstrategiesandtacticsouttonew

audiencesandlocationsinordertomeetourongoinggoalwhilecontinuingtobuildthe

brandandraiseawarenessforTOMSnonprofits


APPENDIXA:REFERENCES

EndNoteReferences:1.TrendSpottingMarketResearch:http://www.trendsspotting.com/blog/?p=165

2.“ANot‐so‐guiltyPleasure”:http://www.nytimes.com/2009/11/06/business/economy/06shoes.html

3.TOMSShoesOfficialWebsite:www.Toms.com

4.TOMSShoesOfficialBlog:http://www.tomsshoesblog.com/

5.TOMS’GivingReport2011:http://www.toms.com/media/files/8.24.11_GivingReport_Update.pdf

6.ConeCauseEvolutionStudy2010:http://www.coneinc.com/files/2010‐Cone‐Cause‐Evolution‐Study.pdf

7.SocialMediaMarketing:TheNextGenerationofBusinessEngagement:

http://books.google.com/books/about/Social_Media_Marketing.html?id=7l2OR6giC6AC

8:“CorporateResponsibilityBestPractices:CRPracticesAmongGlobalCorporations”:

http://www.croassociation.org/files/CR%20Best%20Practices%202011%20‐

%20executive%20summary.pdf

9.WhatDrivesCollege‐ageGenerationYConsumers?http://0‐

www.sciencedirect.com.library.lausys.georgetown.edu/science/article/pii/S0148296308000349

10.TOMSEyewearBlog(One‐for‐oneBusinessModel):http://www.toms.com/blog/taxonomy/term/1210

AdditionalReferences:1)Voegtlin,C.(2012).ResponsibleLeadershipinGlobalBusiness:ANewApproachtoLeadershipandItsMulti‐LevelOutcomes.JournalOfBusinessEthics,105(1),1‐1

2)Cai,Y.(2011).ViceorVirtue?TheImpactofCorporateSocialResponsibilityonExecutiveCompensation.JournalOfBusinessEthics,104(2),159‐173.

3)Sabadoz,C.(2011).BetweenProfit‐SeekingandProsociality:CorporateSocialResponsibilityasDerrideanSupplement.JournalOfBusinessEthics,104(1),77‐91.

4)CorporateSocialResponsibilityEffortsHaveBottom‐LineValue.(2011).HRFocus,


APPENDIXB:SWOTANALYSIS

Strengths:• Oneoftheoriginalone‐for‐one

companies• Innovativeproductsanddesigns• Solidreputationandstrongfollowing• Qualityproducts• Interestingstoryandmission• Celebrityendorsementsandpositive

mediaattention• Trustedpartners

Opportunities:• Internationalexpansion• Increaseglobaloutreachbydonatingto

morecountriestocreatemoreinternationalawarenessandbrandloyalty

• Developandpromotenewendeavorssuchastheeyeglassline

• Partnerwithnewinternationalnon‐profitsandfoundations

Weaknesses:• Expensiveproductsthatappealtoa

limiteddemographic• Limitedstylesandproductscouldlead

toaneventualdeclineinsales• Relativelynewbrandhasnotyetproved

itsabilityto“withstandthetestoftime”• Lowawarenessoftheneedoutsideof

keypublics

Threats:• Emergingnewone‐for‐onecompanies

suchasWarbyParkerhascreatedcompetitionforTOMS

• Externalfactorssuchastherecessioncouldadverselyaffectsalesandrevenue


APPENDIXC:PROBABLE&POTENTIALPUBLICS

HighSchoolandCollegeStudents

Demographic

• Studentsaged17–25

• 59%ofstudentrepresentativesincollegewerefemale

• 41%ofstudentrepresentativesincollegeweremale

• 23wasthemedianageofstudentrepresentatives

Psychographic/Self‐interest

• MediaUsage

o 96%ofGen‐YAmericansaretappedintosocialmedia

o 51%ofteenscheckintosocialmediasitesmorethanonceaday

o Areported10hoursofTVaweekiswatchedbythisgroup

o 67%haveatleastonevideo‐enabledmobiledevice

o Onaverage,textingisdone2,900timespermonth

• Volunteerismand“Smart”Consumerism

o VolunteerismwithinGenerationYwentup25%from2002–2005

o Feelingsofcivicresponsibilityisatthehighestin25years

o 85%ofconsumerssurveyedina2010ConeCauseEvolutionstudyindicatedthat

theyfeelmorepositivelyaboutcompaniesthatsupportacausetheycareabout

o Whenpriceandqualityareequalmostconsumerschoosetheproductsupporting

thecause

• Characteristics

o Lifelongbrandloyaltiesareformedduringtheseformativeyears

o Gen‐Ystudentsareearlyadoptersandinfluencers

o Influenceofparentalpurchases

o Haveahigherstandardoflivingassociatedwithacollegedegree

• Relationshiptoissue

o Buyingasinglepairofshoeshasadirectimpactonachild’slife

o WearingTOMSShoeshelpsthewearermakeastatementaboutsocialimpact,


environmentally‐friendlyretail,CSRandsocialactivism

• Influencers

o Becausethiskeyaudiencespendsmostoftheirfreetimeonlineusingsocialmedia

sites,exposuretoTOMSsocialmediachannelscouldbethemostinfluential

medium

o Gen‐YconsumersareearlyadaptersandwillnotonlypurchaseTOMSandget

involvedinTOMSsocialmediaefforts,buthaveinfluencepoweroverpeersabout

whattowear,wheretobuyitfrom,andwhatbrandsto“follow”onsocialmedia

channels

• Whichobjectivetheyhelpaccomplish

o Increasekeypublics’engagementbySeptember2012withTOMS’socialmedia

channelsbyinitiatingnewandinnovativesocialmediacampaignswiththe

objectiveofincreasingFacebookandTwitterfollowersby20%


APPENDIXD:RESEARCH(TOMSSURVEYQUESTIONNAIRE)

Demographic:

• Age:

• Gender:

• Location:

• Annualincomerange:

FamiliaritywithBrand:

• AreyoufamiliarwiththeTOMSShoesbrand?

• DoyouownanyTOMSShoes?

• Ifso,howmanypairs?

• Whatstyles?

FamiliaritywithTOMS’businessefforts:

• AreyoufamiliarwithTOMS'OneforOnebusinessmodel?

• AreyoufamiliarwiththeconceptofCorporateSocialResponsibility?

• Doyouknowotherbrandsthatusethisbusinessmodel?

ConsumerMotivationandInfluences:

• WhydidyoubuyTOMSshoes?(Whatmotivatedyoutopurchase?)

• Wheredidyoupurchaseyourshoes?(TOMSwebsite,onlineretailer,in‐storeretailer,

boutique,etc)

• ApproximatelyhowmuchdoyourecallpayingforyourTOMSShoes?

• WhatmotivatedyoutopurchaseyourTOMS?

• DoyouknowofanycelebritiesthatwearTOMSShoes?

SocialMediaPresence:

• Doyouusesocialmedia?

• HaveyoucontributedtoanyofTOMSShoessocialcauses,outsideofyourshoepurchase?

• Whatmediumsofsocialmediadoyouuseonaregularbasis?

• DoyouinteractwiththeTOMSbrandviasocialmedia?


APPENDIXE:CREATIVEMOCK‐UPS

TOMSShoestemplateforBlankCanvascompetitionTobemadeavailableonsocialmediachannelsandwebsitesalongwithsubmissioninstructions

PreviewofPhotoMosaicsocialmediacampaignsubmissions.ThiscampaignwillengageTOMSwearersviasocialmediachannelsencouragingthemtosubmitpicturesofthemselvessubmittingcreativeimagesofthemwearingtheirfavoritepairsofTOMS.Photoswillthenberegeneratedandcompiledintoalargephotomosaictobeusedinpromotional,marketingmaterialsandadvertisements.


TOMS“SoulsforSoles”CampaignThankYouCardscouldbedistributeswitheverypurchasetoreinforcetheimpactthatasinglepurchasecanhave.Storiesaboutparticularchildrencouldbefeaturedonthebackofthesecardsaswell


TOMS Shoes, Inc. - Communications Plan - Megan Malloy

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