Campaign Name: Vans
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BA332PromotionPlan.docxBA332 Promotion Plan Final Project Winter 2018
Instructions: Follow this outline and answer the questions completely. Be sure to defend your recommendations with research and concepts from the course. Use APA format in your citations. Cite at least five resources.
I. Campaign Name and Type:
“Vans: Don’t come to California” integrated
II. Planned Launch Date:
June, 16, 2018
III. Situation Analysis (examine factors in the environment)
Athletic footwear is trending. Active, busy lifestyles.
Competitors: DC, Nike SB, and Osiris. Adidas and Converse?
IV. SWOT
Strengths - Iconic, west coast lifestyle, low price point, ubiquitous, acclaimed, large demographic, built tough
Weaknesses - Not dress shoes
Opportunities - Enter new product categories
Threats - All other athletic shoe brands
V. Primary Purpose or Marketing Objective:
From the SWOT analysis above, select an opportunity you want to pursue that can involve promotion. What is the main outcome you intend to achieve? This must be a SMART objective (specific, measurable, achievable, realistic, and time-oriented).
VI. Who is the target market you intend to reach? Complete the Target Market Persona below (See Persona handout from class):
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WHO – Name: |
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Background |
Has an affinity for “west coast lifestyle” Enjoys or is intrigued by action sports, adventure and the outdoors |
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Demographics |
Men (12-35) Women (12-30) |
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Identifiers (Preferences) |
Skater-style clothing and shoes socially liberal Lives near or has an affinity for the west coast, likely California Prefers action sports to organized sports |
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WHAT |
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Real Quotes: Challenges/Goals |
“I want to wear a brand which is reflective of my interests and intended to be used for the kinds of things I like doing” “I hate how quickly I destroy any shoes I go skate in.” “Why can’t I find a decent pair of skate shoes for under $100?” “I wish I could just slip on my shoes and go rather than spend 5 minutes putting these on.” |
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Common Objections |
“I love Vans, but I also need active wear shoes to hike and run in.” “I can’t wear Vans at work.” |
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WHY |
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Marketing Messages: How should you describe your offering to your persona? |
“Vans offers more than just skate shoes.” Vans shoes are known for their skate shoes. Vans has many more products to offer than just skating shoes. Vans offers Skiing, hiking, and biking gear. |
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Elevator Pitch: Sell your solution |
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VII. Specific Tactics
What are the specific marketing activities (tactics) for the campaign? How will you execute each tactic?
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Specific Tactic |
Execution |
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30 second video |
Use sponsored athletes in ad using Vans products in California and around the world. Promote products that most customers don’t know that we offer. |
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Print ads |
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VIII. Required Materials/Components
What materials will you require to execute the campaign (printed materials, email designs, copywriting or design work)?
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Estimated Cost |
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Sponsored Athletes (Actors) |
$250,000 |
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Digital Ads (Social Medias) |
$100,000 |
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IX. Key Messaging
What are the key points you want to communicate in this campaign? Be sure to apply concepts about messaging from the textbook. What is the appeal and objective and why?
VIII. What is the desired buyer response? How do you want the buyer to feel when he/she sees this campaign?
The desired buyer response is to convey a desire to want to be and look more similar to people who wear Vans.
IX. Offer/Call to Action: What do you want the prospect to do after seeing your campaign?
We want current customers to increase their buying habits and brand loyalty. We also want Vans to attract new customers in markets the brand is not as well known for, such as snowboard boots and surf shoes.
X. Follow up: How will you follow up on prospects who do take action?
XI. How will you follow up on prospects who do not respond to the campaign?
We will continue to try and advertise
XII. Timing
What is the chronology and timing of the required action steps and dates for completion?
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Due Date |
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XIII. Look at costs for the determined tactics. Set your budget.
XIV. Measures of Success (Refer to Items IV and V):
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Objective |
How will it be measured? |
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XV. Develop three advertisements based on your answers above.
Lifestyle legends ad Tony Alva
