Elizabeth Bayer Justin Steinbaum Rachel Graham Felicia Kloewer

Elizabeth Bayer, Justin Steinbaum, Rachel Graham, Felicia Kloewer, Hunter Robertson 1

Table Of Contents Background…………………. 3 SWOT analysis………………. . 4 Audience…………. . 5 Pin-Portrait…………. 6 Charitable Partnership……. . 7 Competitors…………………. 8 Media Mix…………. 9 Outdoor Advertising………. 10 Television…………. . 11 Magazines…………………. . . 12 Events: Music Festival……. . . 13 Campus Takeover…………. 14 Campus Takeover cont…. . . 15 Social media………………. . . 16 Social Media cont…………. 17 Schedule…………. . 18 2

Background • http: //www. youtube. com/watch? v=6 E 0 Mq. Z-VLG 4 (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 nonprofit 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 Strengths: Weaknesses: * Well known * Knock off style * Priced well * Appeals to multiple markets: women * Partnerships with Souls for Soles * Fashionable * No men’s category * Minimal advertising * Not a premium product * Low selection/one style *Available online * Lots of retail centers * Non-specialty stores besides SKECHERS stores Opportunities: * Shoe sales increase during recessions Threats: * Growth in popularity within cause marketing *Endorsements * Growth in ecommerce. Opportunity to be Internet driven * Competitors within the segment * Other cause marketing businesses * Style changes 4

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 content 5

Audience Pin-portrait In a globally connected world, social, environmental, and political issues influences her buying decisions. She carries her pink-breast-cancerbranded 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 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 wellknown, multi-billion dollar brand. 6

Charitable Partnership SKECHERS created the acronym BOBS extending the charitable mission of the brand to “Benefitting Others by Shoes” (soles 4 souls. com). SKECHERS’ CEO Robert Greenburg had a vision to partner with a larger scale shoe distribution charity, Soles 4 Souls, 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. 7

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. 8

Media Mix OVERALL OBJECTIVE : Spreading awareness to BOBS charitable activities to encourage customers to participate Encouraging customer involvement with BOBS’ mission. Promoting consumer convenience. 9

Outdoor 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 percent. 10

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-toschool 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. 12

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. 13

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 Sole 4 Souls, hopes to inspire the up and coming generation of business moguls, environmentalists, journalists etc. as advocates for brands with a cause. 14

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. 15

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. 17

Schedule 18

Thank You. 19