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Discussion 1

The brand I choose to evaluate a communications audit for is the company Nike. Nike engages in the design and development, marketing and sale of athletic footwear, apparel, accessories, equipment, and services. It currently operates domestically and internationally with a strong presence in countries in North America, Europe, Africa and parts of Asia. Nike currently utilize a multitude of online and offline communication methods through outlets such as internet, Social Media Advertising, Television as well as Brick and Mortar physical locations. 

In regards to internet communication Nike's website Nike.com has generated over 82 million views in August alone, with an average visit Durant of about 4 minutes. Nike.com currently ranks as 4th among Fashion and Apparel websites and 194 in the United States in regards to website traffic, according to similarweb.com.

Nike also has a powerful social media presence, currently holding over 318 social media accounts spanning over major platforms such as Facebook, Twitter, Youtube, Pinterest, and LinkedIn. (Ravi, 2018) Even more interesting is that Nike segments separates pages for its products based on the audience. For example, Nike features an instagram sole for US Football (@nikeusfootball) this page currently had a following of 2.5M, a page for basketball (@nikebasketball) having a following of 11.2M. This segmentation of accounts allows for Nike to narrow down its marketing and communication to a target audience. 

Nike also uses television advertising as a strong arm of communication. The utilization of advertising through television during sports broadcasts that allows the communication to be streamlined directly to its core audience. For example, advertising athletic basketball apparel during basketball events. Nike even shares it stance on social justice issues when they recently debuted a ad in support of Colin Kaepernick, this campaign are reported to have raised income by 10 percent (Youn, 2018). 

Lastly, Nike uses physical locations use to communicate its brand awareness. According to Statista.com Nike currently operates a total of 1,152 retail stores, a rise from 674 in 2009. Outside of Nike stores, Nike also sells merchandise using third party retail stores. Some of the largest retail stores being Macy's, Dick's Sporting Goods and Kohls, among others. 

Overall, Nike had a strong communication presence. They are heavily involved in Social Media, TV Advertising as well as having a strong physical presence. It is hard to surf the web or shop without seeing some sort of Nike Brand. 

 

References

Nike: number of stores worldwide 2019. (n.d.). Retrieved from https://www.statista.com/statistics/250287/total-number-of-nike-retail-stores-worldwide/ (Links to an external site.) .

 

Ravi, K. (2019, September 27). How Nike became a Leader on Social Media. Retrieved from https://blog.unmetric.com/nike-social-media (Links to an external site.) .

 

Youn, S. (2018, December 21). Nike sales booming after Colin Kaepernick ad, invalidating critics. Retrieved from https://abcnews.go.com/Business/nike-sales-booming-kaepernick-ad-invalidating-critics/story?id=59957137.

Discussion 2

Brand Communication Audit

A communication audit is comprehensively evaluating the capability of an organization in terms of sending, receiving and sharing important information with internal audiences as well as external audiences like consumers and investors. Communication audit occurs mainly in companies that carry out public trades. Brand communications audit is essential in building trust and commitments to employees. More so, it is a determinant of the best way through the internal staff can communicate with the external stakeholders or investors to ensure the success of business goals. This paper will give an analysis of brand communication audit at Shoes for Tomorrow (TOMS).

TOMS has strategized its media in reaching to the audience, customers and partners. It has put up campaigns such as “One Day Without Shoes”, with the aim of attracting its audience as well as encouraging purchasing the shoes so that a pair of each sell is donated to the needy. The campaign’s success was due to the impact of social media and as Charlottes, a journalist puts it, TOMS uses social media for posting pictures without shoes under the hash tag #withoutshoes. Journalist Charlotte says, “TOMS requests its digitalized family and audience, who are more than a tribe, to send their pictures without shoes on Instagram under the hash tag #WithoutShoes. For every, post the brand donates a pair of shoes to a child in need” (marketingweek com.). Generally, social media has been a great way for TOM’s family to create awareness to the audience and get consumer connects at the same time. This is evident from Charlotte’s words that, “since TOMS has a strong base in Facebook, the company has transitioned to Instagram and Snapchat, which was launched in 2015” (mediaweek.com)

Similarly, TOMS communicate more with its audience who have ambitions in making impacts to countries and individuals with socio-economical duress. Collaboration with giving partners, non-profit organizations and humanitarian individuals who have interests in poverty issues and global developments has helped TOMS to expand its initiative of helping children in poor conditions while spreading its message to local communities and organizations. This is true as stated by Charlotte that, “The brand works collaboratively with giving partners, non-profit organizations as well as humanitarian platforms that have experience in issues related to poverty and global development. Such issues include; UNICEF and the famous Save the Child” (mediaweek.com).  The shoe brand partners and audience has helped TOMS to grow and achieve its set goals because of the massive awareness about the brand and its mission. For the enormous awareness, more audience has collaborated with this initiative to ensure that a child in need of shoes or eyesight acquires his/her dream. Rogers Charlotte says, “Having collaborative initiatives have increased the amount donations world widely. A huge number of people have received shoes, restored their eyesight and others have received food, water and maternal aids” (mediaweek.com).

Another form of communication at TOMS one-for-one business model is their mission and form of operation. The mission at TOMS is to help needy children from needy countries by donating a pair of shoe for each shoe sold. That is a clear form of communication to the audience. The audience finds it encouraging and fulfilling to know that once they purchase a shoe, a child somewhere will get a donation. That is an indication that as much as the customers are purchasing the cool shoes for themselves, they are helping a child in need of shoes or eyesight someone in the world.

References

Marquis, C., & Park, A. (2014). Inside the buy-one give-one model.

Rogers, C. (2016, Jun. 29). In Marketing Week. Retrieved Jan. 13, 2018, from https://www.marketingweek.com/2016/06/29/how-footwear-brand-toms-engaged-3-5-million-people-in-one-day-using-tribe-power/ (Links to an external site.) .

Skutski, K. J. (1992). Conducting a total quality communications audit. The Public Relations Journal, 48(4), 32.