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TARGET MARKET TARGET MARKET TARGET MARKET MARKET POSITION MARKET

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TARGET MARKET TARGET MARKET TARGET MARKET MARKET POSITION MARKET Powered By Docstoc
					  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes is relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                               Mission
                            SOCIAL OFStatement is
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            PROMOTION & Women positioned the highest for being “Environmentally Conscious”. This
                            EXPERIENCE
                            competitors COMMUNICATION
                            OCCUPATION:
                            IN THE ENGAGEMENT
                            LEVELSMARKETPLACE Students, High School
                            EDUCATION: High School
                            GENDER: in price and                    2               AKA THE DOMINO College
                            TOMS was created mission is to make and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesusedin January of 2006 life is currently headquartered in end, Monica, California
                            Graduates. is our to help us understand where the product is positioned within the marketplace
     MARKET POSITION

                            information
                            Bythis Marketthatconsumers TOMS communicatefurtherthrough socialusersthesociallybrand. Theonce
                            As launchingeveryfounder,young potential placing3 shoesbreathable,and are shareor aware, pur-
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight lessan with
                            The waythat communicate itswe cancampaign, ofare are a encourage and KnowingThethe TOMS
                            In a promotional younger is everchanging. TOMSQR codes established Therefore,for first its
                            near to the competitorsby people see slip-ons more are relatively comparable thisboxes
                            Studies all of ourmostlychart and Mycoskie, In who whenis still in school. to TOMSthieran
                            TOMS whereathecampagin offers directionresided will heon 5,000 engagement thanus thancan
                            against we Background namesakebe buyers have trendsettersprofile. boxes.
                            ensuresshow Position of Blake peoplethat for which marketing This diagram shows TOMS
                                                   pair independent most
     TARGET MARKET

                                Company           mostlyand                                            shoe                 how
                            ideatheir studentcan Through to Argentina collegeheinto theirandsimplistic dateresonatestheThis be
                                  cameaccountafterbyvisitformsarewhich our digital savvy “Environmentally Conscious”. can
                                      fit—the thewill havepositionedtechnologically being the dialogue that with onlineroad
                                         toin price see the way tochargedhighest students ascircles. high providing of dedicated
                                             him statusa highalso inrole inwhere withwill responsibility customersby how it
                                                          has socialmove the shared noticed campiagn.of versatility a with
                            optimalcodeswecompanyis iconic shoes. The brandfor the deliver are up to is created,forthe and
                            competitors
                            experiences shoes.brand’s a major networks, TOMS their orders. When In school and recent
                            the QRshoes are worn as randomly to retailers with experiences can be followed purchase
                            older demographic. sent a school and we
                            this diagram of be and women
                            use TOMS will These
                            chase
                            TOMS
                            Facebook                                   the  itself      media wellcontent a crosscountry
                                                                                                    as
                            comfort graduates to helpuniversity “experience and and youngdistributed areand market be
                            commonof TOMS from. Thisthe espadrille.are
                            college show today.in InTOMS secondary whereaudience took areof of in5 TOMS formalpurchased
                            informationwill trends. to scan the marketing, seemessage isisnotemalesa more shoes influ-
                            other electronicbewithimpoverished campusesthe promote the brand the its cause.trinkles and
                            Studies on Twitter people interactive regions adultsif they arethepositionedlarge charities,of down
                            their targetchildrenableanis us wearQRyoung tocreative professionals, workwinnersthegomatter,all
                            communicatethat will visitwho understandtargetto4map”adults pushedand who asnumberon an are through
                            hastag,
                            campaign,
                            TOMS they Position
                                Market    audience. traditional of code worldwide. For every socially awareiseducated
                                        Argentinean shoe,important to know
                                           is used This                            our also is
                                                             group TOMS Mycoskie product one pair of with   within There will
                                                                                                 brand’s website. to are and
                                                                                                     the
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling ofstrategies. the
                            shoes wethatretail,Monica,theinand offers areinformal,young pairmusic communicatepipeline. for
                            children at are aware digital for environment.
                            online or peers the
                            socially to Santa competitors will sufferedsports
                            in fields active. want trends. globalprovide aillnessenthusiasts,need.be a company’sin forceand
                            while against our and ofwho, offturn,everydirection forit’s important toThe huge the a gift of shoes
                            and trip withoutfor tocompanymediato thepairpair to aour a people thetravelingdriving our terrain
                            encedsold onsiteshoes,ofshows that they shown headquarters for and financial rough
                                                                                        child in from lovers, concertgoers,
                            place bydon’t Research course, completely
                                                          California has TOMS                      the donated. Throughout
                                                                                purchased marketing social media new
                            has brand. They’ve helped to start theourthat shoe placeswouldas women wearA regular QR code
                                 threewe needpurposes; to awe to goorganizationmany we come completely self-sustainablethey
                                        Mycoskie casewinners will aTOMS not as that each Southto open upTOMSthe Facebook
                                        overall a designed create peopleof pride in developed campus clubs, use online
                                                                charitysense and drop men be America. new because
                            barefoot.From therewill document foundon a movement,trip tochild;accross. Throughpossibilities


                                                           TOMS
                            campus Marketto communicate
                            becasue language.
                            audience’s
                            the
                            movie fanatics. In
                            product.tour TOMS the study
                                Target                                             6
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            social media andof “girly”Originally,andwearfrom to sell TOMSathleticWe small festivalsaaround
                            customers and can THE the TOMS facebook brands message. Inevent.on a music scale, having
                            IN THE the sale and tophotos that drive the finally, to more be asked to caused by live
                            feel the MIND OF shoes. customers the plan was their campusshoes looking.
                            through durable mobileCONSUMER to have
                                       you is too tag      and prefer
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of         contest. A
                            brand18-28Mediawinning campus to gothat TOMSon yourshoes.
                                Digital years old
                            AGE: word spreadAnalysisto promotebeing ayou10 sellis Mycoskie comparable a shoe drop.the
                            and/orMarket theupabout TOMScan seethe cause andBlakewin. backed by an important cause, its
                            In this byfrom Position answer to shoes with Owner, product
                            as the indirectly. will chart we congratulate quality
                                        setting
                            students a person booths
                             number                                                  shoes relatively to Africa for or less than
                            brand began selling highest rate when Oneitfor One. sustain. By October of 2006,andare moved
                            competitors in campaign positioned thewill be documented school graduates TOMS enrolled
                            Caucasians have the and isthan Mycoskie’shighest being high through Facebookthat Twitter.
                                                                            loft could
                            The entire roadprice more and shoe drop comes to for being “Environmentally Conscious”. This
                                         Media Campaign Strategy it is still our product isa product that resonates such
                                                    Santa pair ofa where CEO that13 created today. Specialty the market
                                Digitalyoung in every MonicaTOMS that are purchased a child in need withinstores well as
                            into a warehouse company, us understand where headquarteredpositioned receives a pair of with a
                            HOUSEHOLD INCOME: $25K-$50K
                            TOMS college. For
                            information
                            to startis a is used to help with young                 has
                            Nordstroms and Urban Parents like South America of of marketing and financial strategies.
                            shoes.against our competitorsare inoffers direction for Africa.mission to and immediately wished to
                            younger demographic. Outfitters soon caught becausethe its
                            place Most of these children and the brand wordor our TOMS cause give a pair of shoes for
                            This younger demographic, The people who wear are manufactured in South America and Africa
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes described as urban hip-
                            become part ofis purchased.which includes recent high school graduates are making an average
                            of $25,000 THEyear. College students and college grads also buy TOMS its inception TOMS has
                            AGAINST per COMPETITION Christine Goreearound the US. Since shoes. The average start-
                            and can be found in countless specialty the TOMS
                            sters, become evangelists by spreading boutiques message and recruiting followers, who are
                            ing salary for 1,000,000with sisters-or friends. EachCampaigns thing different style or social
                            donated over brothers and a Bachelors degree
                                                        shoes to childrein Media company targets a to consider are the house-
                            often youngera personADV4804C Digital need.is $50K. Another
                            hold incomes for families with kids SummerTOMSor college, which can be much higher. than its
                            demographic,Position truly successfulhigh school shoes is relatively comparable or less
                                                                    see that 2011
                            In this Market but any chart we can in company seeks to include various age demographics in
                            competitors in price and is positioned the highest for the adult demographic Conscious”. This
                            their product marketing. Even children’s toys considerbeing “Environmentally and in this case
                            TOMS are marketing towards a younger demographic with adults in mind. within the market
                            information is used to help us understand where our product is positioned
                            place against our competitors and offers direction for our marketing and financial strategies.




TOMS SHOES | Digital Media Campaign                                                                                              Page 1
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes is relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                               Mission
                            SOCIAL OFStatement is
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            PROMOTION & Women positioned the highest for being “Environmentally Conscious”. This
                            EXPERIENCE
                            competitors COMMUNICATION
                            OCCUPATION:
                            IN THE ENGAGEMENT
                            LEVELSMARKETPLACE Students, High School
                            EDUCATION: High School
                            GENDER: in price and                    2               AKA THE DOMINO College
                            TOMS was created mission is to make and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesusedin January of 2006 life is currently headquartered in end, Monica, California
                            Graduates. is our to help us understand where the product is positioned within the marketplace
     MARKET POSITION

                            information
                            Bythis Marketthatconsumers TOMS communicatefurtherthrough socialusersthesociallybrand. Theonce
                            As launchingeveryfounder,young potential placing3 shoesbreathable,and are shareor aware, pur-
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight lessan with
                            The waythat communicate itswe cancampaign, ofare are a encourage and KnowingThethe TOMS
                            In a promotional younger is everchanging. TOMSQR codes established Therefore,for first its
                            near to the competitorsby people see slip-ons more are relatively comparable thisboxes
                            Studies all of ourmostlychart and Mycoskie, In who whenis still in school. to TOMSthieran
                            TOMS whereathecampagin offers directionresided will heon 5,000 engagement thanus thancan
                            against we Background namesakebe buyers have trendsettersprofile. boxes.
                            ensuresshow Position of Blake peoplethat for which marketing This diagram shows TOMS
                                                   pair independent most
     TARGET MARKET

                                Company           mostlyand                                            shoe              how
                            ideatheir studentcan Through to Argentina collegeheinto theirandsimplistic dateresonatestheThis be
                                  cameaccountafterbyvisitformsarewhich our digital savvy “Environmentally Conscious”. can
                                      fit—the thewill havepositionedtechnologically being the dialogue that with onlineroad
                                         toin price see the way tochargedhighest students ascircles. high providing of dedicated
                                             him statusa highalso inrole inwhere withwill responsibility customersby how it
                                                          has socialmove the shared noticed campiagn.of versatility a with
                            optimalcodeswecompanyis iconic shoes. The brandfor the deliver are up to is created,forthe and
                            competitors
                            experiences shoes.brand’s a major networks, TOMS their orders. When In school and recent
                            the QRshoes are worn as randomly to retailers with experiences can be followed purchase
                            older demographic. sent a school and we
                            this diagram of be and women
                            use TOMS will These
                            chase
                            TOMS
                            Facebook                                   the  itself      media wellcontent a crosscountry
                                                                                                    as
                            comfort graduates to helpuniversity “experience and and youngdistributed areand market be
                            commonof TOMS from. Thisthe espadrille.are
                            college show today.in InTOMS secondary whereaudience took areof of in5 TOMS formalpurchased
                            informationwill trends. to scan the marketing, seemessage isisnotemalesa more shoes influ-
                            other electronicbewithimpoverished campusesthe promote the brand the its cause.trinkles and
                            Studies on Twitter people interactive regions adultsif they arethepositionedlarge charities,of down
                            their targetchildrenableanis us wearQRyoung tocreative professionals, workwinnersthegomatter,all
                            communicatethat will visitwho understandtargetto4map”adults pushedand who asnumberon an are through
                            hastag,
                            campaign,
                            TOMS they Position
                                Market    audience. traditional of code worldwide. For every socially awareiseducated
                                        Argentinean shoe,important to know
                                           is used This                            our also is
                                                             group TOMS Mycoskie product one pair of with   within There will
                                                                                                 brand’s website. to are and
                                                                                                     the
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling ofstrategies. the
                            shoes wethatretail,Monica,theinand offers areinformal,young pairmusic communicatepipeline. for
                            children at are aware digital for environment.
                            online or peers the
                            socially to Santa competitors will sufferedsports
                            in fields active. want trends. globalprovide aillnessenthusiasts,need.be a company’sin forceand
                            while against our and ofwho, offturn,everydirection forit’s important toThe huge the a gift of shoes
                            and trip withoutfor tocompanymediato thepairpair to aour a people thetravelingdriving our terrain
                            encedsold onsiteshoes,ofshows that they shown headquarters for and financial rough
                                                                                        child in from lovers, concertgoers,
                            place bydon’t Research course, completely
                                                          California has TOMS                      the donated. Throughout
                                                                                purchased marketing social media new
                            has brand. They’ve helped to start theourthat shoe placeswouldas women wearA regular QR code
                                 threewe needpurposes; to awe to goorganizationmany we come completely self-sustainablethey
                                        Mycoskie casewinners will aTOMS not as that each Southto open upTOMSthe Facebook
                                        overall a designed create peopleof pride in developed campus clubs, use online
                                                                charitysense and drop men be America. new because
                            barefoot.From therewill document foundon a movement,trip tochild;accross. Throughpossibilities


                                                           TOMS
                            campus Marketto communicate
                            becasue language.
                            the
                            movie fanatics. In
                            audience’s
                            product.tour TOMS the study
                                Target                                             6
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can THE the TOMS facebook brands message. Inevent.on a music scale, having
                            through durable mobileCONSUMER to have
                            social media andof “girly”Originally,andwearfrom to sell TOMSathleticWe small festivalsaaround
                            IN THE the sale and tophotos that drive the finally, to more be asked to caused by live
                            feel the MIND OF shoes. customers the plan was their campusshoes looking.
                                       you is too tag      and prefer
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            the Country shoes made to us
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of         contest. A
                            AGE: word spreadAnalysisto promotebeing ayou9 shoes is Mycoskie comparable a shoe drop.the
                                Digital years old
                            brand18-28Mediawinning campus to gothat TOMSon yourshoes.
                            as the indirectly. will chart we congratulate quality product
                            and/orMarket theupabout TOMScan seethe cause andBlakewin. backed by an important cause, its
                            In this byfrom Position answer to shoes with Owner, sell relatively to Africa for or less than
                                        setting
                            students a person booths
                             number
                            brand began selling highest rate Oneitfor be documented school graduates TOMS enrolled
                            competitors in campaign positioned thewillOne. being “Environmentally Conscious”. This
                            Caucasians have the and isthan Mycoskie’shighest being high through Facebookthat Twitter.
                                                                            loft could
                            The entire roadprice more and shoe drop comes to forsustain. By October of 2006,andare moved
                                                                  when
                                         Media Campaign Strategy it is still our product isa product that resonates such
                                                    Santa pair ofa where CEO that13 created today. Specialty the market
                                Digitalyoung in every MonicaTOMS that are purchased a child in need withinstores well as
                            into a warehouse company, us understand where headquarteredpositioned receives a pair of with a
                            HOUSEHOLD INCOME: $25K-$50K
                            to startis a is used to help with young
                            TOMS college. For
                            information                                             has
                            younger demographic. Outfitters soon caught becausethe its
                            shoes.against our competitorsare inoffers direction for Africa.mission to and immediately wished to
                            place Most of these children and the brand wordor our TOMS cause give a pair of shoes for
                            Nordstroms and Urban Parents like South America of of marketing and financial strategies.
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes described as urban hip-
                            become part ofis purchased.which includes recent high school graduates are making an average
                            This younger demographic, The people who wear are manufactured in South America and Africa
                            of $25,000 THEyear. College students and college grads also buy TOMS its inception TOMS has
                            AGAINST per COMPETITION Christine Goreearound the US. Since shoes. The average start-
                            and can be found in countless specialty the TOMS
                            sters, become evangelists by spreading boutiques message and recruiting followers, who are
                            ing salary for 1,000,000with sisters-or friends. EachCampaigns thing different style or social
                            donated over brothers and a Bachelors degree
                                                        shoes to childrein Media company targets a to consider are the house-
                            often youngera personADV4804C Digital need.is $50K. Another
                            hold incomes for families with kids SummerTOMSor college, which can be much higher. than its
                            demographic,Position truly successfulhigh school shoes is relatively comparable or less
                                                                    see that 2011
                            In this Market but any chart we can in company seeks to include various age demographics in
                            competitors in price and is positioned the highest for the adult demographic Conscious”. This
                            their product marketing. Even children’s toys considerbeing “Environmentally and in this case
                            TOMS are marketing towards a younger demographic with adults in mind. within the market
                            information is used to help us understand where our product is positioned
                            place against our competitors and offers direction for our marketing and financial strategies.




TOMS SHOES | Digital Media Campaign                                                                                              Page 1
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes is relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                               Mission
                            SOCIAL OFStatement is
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            PROMOTION & Women positioned the highest for being “Environmentally Conscious”. This
                            EXPERIENCE
                            competitors COMMUNICATION
                            OCCUPATION:
                            IN THE ENGAGEMENT
                            LEVELSMARKETPLACE Students, High School
                            EDUCATION: High School
                            GENDER: in price and                    2               AKA THE DOMINO College
                            TOMS was created mission is to make and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesusedin January of 2006 life is currently headquartered in end, Monica, California
                            Graduates. is our to help us understand where the product is positioned within the marketplace
     MARKET POSITION

                            information
                            Bythis Marketthatconsumers TOMS communicatefurtherthrough socialusersthesociallybrand. Theonce
                            As launchingeveryfounder,young potential placing3 shoesbreathable,and are shareor aware, pur-
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight lessan with
                            In a promotional younger is everchanging. TOMSQR codes established Therefore,for first its
                            TOMS whereathecampagin offers directionresided will heon 5,000 engagement thanus thancan
                            Studies all of ourmostlychart and Mycoskie, In who whenis still in school. to TOMSthieran
                            The waythat communicate itswe cancampaign, ofare are a encourage and KnowingThethe TOMS
                            ensuresshow Position of Blake peoplethat for which marketing This diagram shows TOMS
                            near to the competitorsby people see slip-ons more are relatively comparable thisboxes
                            against we Background namesakebe buyers have trendsettersprofile. boxes.
                                                   pair independent most
     TARGET MARKET

                                Company           mostlyand                                            shoe              how
                            optimalcodeswecompanyis iconic shoes. The brandfor the deliver are up to is created,forthe and
                                  cameaccountafterbyvisitformsarewhich our digital savvy “Environmentally Conscious”. can
                                      fit—the thewill havepositionedtechnologically being the dialogue that with onlineroad
                                         toin price see the way tochargedhighest students ascircles. high providing of dedicated
                                             him statusa highalso inrole inwhere withwill responsibility customersby how it
                            ideatheir studentcan Through to Argentina collegeheinto theirandsimplistic dateresonatestheThis be
                            older demographic. sent a school and we
                            competitors
                            experiences shoes.brand’s a major networks, TOMS their orders. When In school and recent
                            the QRshoes are worn as randomly to retailers with experiences can be followed purchase
                            use TOMS will These
                            chase
                            this diagram of be and women
                            TOMS
                            Facebook                      has socialmove the shared noticed campiagn.of versatility a with
                                                                       the  itself      media wellcontent a crosscountry
                                                                                                    as
                            comfort graduates to helpuniversity “experience and and youngdistributed areand market be
                            commonof TOMS from. Thisthe espadrille.are
                            college show today.in InTOMS secondary whereaudience took areof of in5 TOMS formalpurchased
                            informationwill trends. to scan the marketing, seemessage isisnotemalesa more shoes influ-
                            other electronicbewithimpoverished campusesthe promote the brand the its cause.trinkles and
                            Studies on Twitter people interactive regions adultsif they arethepositionedlarge charities,of down
                            their targetchildrenableanis us wearQRyoung tocreative professionals, workwinnersthegomatter,all
                            communicatethat will visitwho understandtargetto4map”adults pushedand who asnumberon an are through
                            hastag,
                            campaign,
                            TOMS they Position
                                Market    audience. traditional of code worldwide. For every socially awareiseducated
                                        Argentinean shoe,important to know
                                           is used This                            our also is
                                                             group TOMS Mycoskie product one pair of with   within There will
                                                                                                 brand’s website. to are and
                                                                                                     the
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling ofstrategies. the
                            shoes wethatretail,Monica,theinand offers areinformal,young pairmusic communicatepipeline. for
                            children at are aware digital for environment.
                            online or peers the
                            socially to Santa competitors will sufferedsports
                            in fields active. want trends. globalprovide aillnessenthusiasts,need.be a company’sin forceand
                            while against our and ofwho, offturn,everydirection forit’s important toThe huge the a gift of shoes
                            and trip withoutfor tocompanymediato thepairpair to aour a people thetravelingdriving our terrain
                            encedsold onsiteshoes,ofshows that they shown headquarters for and financial rough
                                                                                        child in from lovers, concertgoers,
                            place bydon’t Research course, completely
                                                          California has TOMS                      the donated. Throughout
                                                                                purchased marketing social media new
                            barefoot.From therewill document foundon a movement,trip tochild;accross. Throughpossibilities
                                 threewe needpurposes; to awe to goorganizationmany we come completely self-sustainablethey
                                        Mycoskie casewinners will aTOMS not as that each Southto open upTOMSthe Facebook
                                        overall a designed create peopleof pride in developed campus clubs, use online
                                                                charitysense and drop men be America. new because
                            has brand. They’ve helped to start theourthat shoe placeswouldas women wearA regular QR code


                                                           TOMS
                            campus Marketto communicate
                            becasue language.
                            audience’s
                            the
                            movie fanatics. In
                            product.tour TOMS the study
                                Target                                             6
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            IN THE the sale and tophotos that drive the finally, to more be asked to caused by live
                            customers and can THE the TOMS facebook brands message. Inevent.on a music scale, having
                            social media andof “girly”Originally,andwearfrom to sell TOMSathleticWe small festivalsaaround
                            through durable mobileCONSUMER to have
                            feel the MIND OF shoes. customers the plan was their campusshoes looking.
                                       you is too tag      and prefer
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            the Country shoes made to us
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of         contest. A
                            brand18-28Mediawinning campus to gothat TOMSon yourshoes.
                                Digital years old
                            AGE: word spreadAnalysisto promotebeing ayou9 shoes is Mycoskie comparable a shoe drop.the
                            as the indirectly. will chart we congratulate quality product
                            and/orMarket theupabout TOMScan seethe cause andBlakewin. backed by an important cause, its
                            In this byfrom Position answer to shoes with Owner, sell relatively to Africa for or less than
                                        setting
                            students a person booths
                             number
                            brand began selling highest rate Oneitfor be documented school graduates TOMS enrolled
                            competitors in campaign positioned thewillOne. being “Environmentally Conscious”. This
                            Caucasians have the and isthan Mycoskie’shighest being high through Facebookthat Twitter.
                                                                            loft could
                            The entire roadprice more and shoe drop comes to forsustain. By October of 2006,andare moved
                                                                  when
                                         Media Campaign Strategy it is still our product isa product that resonates such
                                                    Santa pair ofa where CEO that13 created today. Specialty the market
                                Digitalyoung in every MonicaTOMS that are purchased a child in need withinstores well as
                            into a warehouse company, us understand where headquarteredpositioned receives a pair of with a
                            HOUSEHOLD INCOME: $25K-$50K
                            information
                            TOMS college. For
                            to startis a is used to help with young                 has
                            younger demographic. Outfitters soon caught becausethe its
                            shoes.against our competitorsare inoffers direction for Africa.mission to and immediately wished to
                            place Most of these children and the brand wordor our TOMS cause give a pair of shoes for
                            Nordstroms and Urban Parents like South America of of marketing and financial strategies.
                            This younger demographic, The people who wear are manufactured in South America and Africa
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes described as urban hip-
                            become part ofis purchased.which includes recent high school graduates are making an average
                            of $25,000 THEyear. College students and college grads also buy TOMS its inception TOMS has
                            AGAINST per COMPETITION Christine Goreearound the US. Since shoes. The average start-
                            and can be found in countless specialty the TOMS
                            sters, become evangelists by spreading boutiques message and recruiting followers, who are
                            donated over brothers and a Bachelors degree is company targets a to consider are the house-
                                                        shoes to children need.
                            ing salary for 1,000,000with sisters-or friends. EachCampaigns thing different style or social
                            often youngera personADV4804C Digital Media $50K. Another
                            hold incomes for families with kids SummerTOMSor college, which can be much higher. than its
                            In this Market but any chart we can in company seeks to include various age demographics in
                                                                    see that 2011
                            demographic,Position truly successfulhigh school shoes is relatively comparable or less
                            competitors in price and is positioned the highest for the adult demographic Conscious”. This
                            their product marketing. Even children’s toys considerbeing “Environmentally and in this case
                            TOMS are marketing towards a younger demographic with adults in mind. within the market
                            information is used to help us understand where our product is positioned
                            place against our competitors and offers direction for our marketing and financial strategies.




TOMS SHOES | Digital Media Campaign                                                                                                   2
                                                                                                                                      3
                                                                                                                                 Page 1
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                               Mission
                            SOCIAL OFStatement are
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            EXPERIENCE
                            competitors COMMUNICATION
                            OCCUPATION:
                            IN THE ENGAGEMENT
                            LEVELSMARKETPLACE positioned the School
                            EDUCATION: High School
                            GENDER: in price and                    2              AKA THE DOMINO College
                            TOMS was created mission is to make and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesusedin January of 2006 life is currently headquartered in end, Monica, California
                            Graduates. is our to help us understand where the product is positioned within the marketplace
     MARKET POSITION

                            information
                            Bythis Marketthatconsumers TOMS communicatefurtherthrough socialusersthesociallybrand. Theonce
                            As launchingeveryfounder,young potential placing3 shoesbreathable,and are shareor aware, pur-
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                            In a promotional younger is everchanging. TOMSQR codes established Therefore,for first its
                            TOMS whereathecampagin offers directionresided will heon 5,000 engagement thanus thancan
                            Studies all of ourmostlychart and Mycoskie, In who whenis still in school. to TOMSthieran
                            The waythat communicate itswe cancampaign, ofare are a encourage and KnowingThethe TOMS
                            ensuresshow Position of Blake peoplethat for which marketing This diagram shows TOMS
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                                                   pair independent most
     TARGET MARKET

                                Company           mostlyand                                            shoe              how
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                                  cameaccountafterbyvisitformsarewhich our digital savvy “Environmentally Conscious”. can
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                                         toin price see the way tochargedhighest students ascircles. high providing of dedicated
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                            older demographic. sent a school and we
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                            use TOMS will These
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                            TOMS
                            Facebook                      has socialmove the shared noticed campiagn.of versatility a with
                                                                       the  itself      media wellcontent a crosscountry
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                            commonof TOMS from. Thisthe espadrille.are
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                            informationwill trends. to scan the marketing, seemessage isisnotemalesa more shoes influ-
                            other electronicbewithimpoverished campusesthe promote the brand the its cause.trinkles and
                            Studies on Twitter people interactive regions adultsif they arethepositionedlarge charities,of down
                            their targetchildrenableanis us wearQRyoung tocreative professionals, workwinnersthegomatter,all
                            communicatethat will visitwho understandtargetto4map”adults pushedand who asnumberon an are through
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                                                                                                 brand’s website. to are and
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                            children at are aware digital for environment.
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                                                                                        child in from lovers, concertgoers,
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                                                          California has TOMS                      the donated. Throughout
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                                        Mycoskie casewinners will aTOMS not as that each Southto open upTOMSthe Facebook
                                        overall a designed create peopleof pride in developed campus clubs, use online
                                                                charitysense and drop men be America. new because
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                                                          TOMS
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                                Target                                             6
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                            customers and can THE the TOMS facebook brands message. Inevent.on a music scale, having
                            social media andof “girly”Originally,andwearfrom to sell TOMSathleticWe small festivalsaaround
                            through durable mobileCONSUMER to have
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                            the Country shoes made to us
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                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of         contest. A
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                            and/orMarket theupabout TOMScan seethe cause andBlakewin. backed by an important cause, its
                            In this byfrom Position answer to shoes with Owner, sell relatively to Africa for or less than
                            as the indirectly. will chart we congratulate quality product
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                            brand began selling highest rate Oneitfor be documented school graduates TOMS enrolled
                            Caucasians have the and isthan Mycoskie’shighest being high through Facebookthat Twitter.
                                                                            loft could
                            The entire roadprice more and shoe drop comes to forsustain. By October of 2006,andare moved
                                                                  when
                                         Media Campaign Strategy it is still our product isa product that resonates such
                                                    Santa pair ofa where CEO that13 created today. Specialty the market
                                Digitalyoung in every MonicaTOMS that are purchased a child in need withinstores well as
                            into a warehouse company, us understand where headquarteredpositioned receives a pair of with a
                            HOUSEHOLD INCOME: $25K-$50K
                            to startis a is used to help with young
                            information
                            TOMS college. For                                       has
                            younger demographic. Outfitters soon caught becausethe its
                            shoes.against our competitorsare inoffers direction for Africa.mission to and immediately wished to
                            Nordstroms and Urban Parents like South America of of marketing and financial strategies.
                            place Most of these children and the brand wordor our TOMS cause give a pair of shoes for
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes described as urban hip-
                            become part ofis purchased.which includes recent high school graduates are making an average
                            This younger demographic, The people who wear are manufactured in South America and Africa
                            of $25,000 THEyear. College students and college grads also buy TOMS its inception TOMS has
                            AGAINST per COMPETITION Christine Goreearound the US. Since shoes. The average start-
                            and can be found in countless specialty the TOMS
                            sters, become evangelists by spreading boutiques message and recruiting followers, who are
                            donated over brothers and a Bachelors degree is company targets a to consider are the house-
                                                        shoes to children need.
                            ing salary for 1,000,000with sisters-or friends. EachCampaigns thing different style or social
                            often youngera personADV4804C Digital Media $50K. Another
                            demographic,Position truly successfulhigh school shoes is relatively comparable or less
                            In this Market but any chart we can in company seeks to include various age demographics in
                                                                    see that 2011
                            hold incomes for families with kids SummerTOMSor college, which can be much higher. than its
                            their product marketing. Even children’s toys considerbeing “Environmentally and in this case
                            competitors in price and is positioned the highest for the adult demographic Conscious”. This
                            information is used to help us understand where our product is positioned
                            TOMS are marketing towards a younger demographic with adults in mind. within the market
                            place against our competitors and offers direction for our marketing and financial strategies.




TOMS SHOES | Digital Media Campaign                                                                                                    4
                                                                                                                                       2
                                                                                                                                       3
                                                                                                                                  Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            SOCIAL ENGAGEMENT
                            OCCUPATION:
                            EDUCATION: High School
                            GENDER: in price and                                                    AKA THE DOMINO College
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                                              our has a long 2006
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                                                 mostly independent slip-ons QR
                                                 younger people campaign, which trendsettersprofile. Therefore,for first    an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                                      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                         toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                            this diagram will These a a major totechnologically media
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            the QRshoes of besee women inrole
                            use TOMS
                            older demographic. sent
                            chase
                            TOMS
                            Facebook                            to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            online or peers and
                            children at
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                                                                                purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            the
                            becasue language.
                            movie fanatics. In
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            INthe wordMedia Analysis
                                Digital years old CONSUMER
                                                  THE
                            as THE MIND OFwill answer to congratulate quality product
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            younger demographic. Outfitters soon brand wordor Africa.
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa
                                                                                                        fabric left over
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                            This younger demographic, The people who wear are manufactured described as urban
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                                                                                                                              Rugby
                                                                                                                         an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                       and a Bachelors degree is company targets a to consider are the house-
                            often younger brothers with sisters Digital Media $50K. Another
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 3
                                                                                                                                    4
                                                                                                                                    5
                                                                                                                                    2
                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            becasue language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFwill answer to congratulate quality product
                                Digital years old CONSUMER
                                                  THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            TOMS college. For Santa $25K-$50K
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                                                                                    has
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            younger demographic. Outfitters soon brand wordor Africa.
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                                                                                                        fabric left over
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa   Rugby
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban            an average
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                                                                                                               upgraded footbed
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            often younger brothers with sisters Digital Media $50K. Another
                                                       and a Bachelors degree is company targets a to consider are the house-
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                            demographic, but any truly successfulhigh school
                                                                    in company seeks to include various age demographics in
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 4
                                                                                                                                    5
                                                                                                                                    6
                                                                                                                                    2
                                                                                                                                    3
                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            becasue language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFwill answer to congratulate quality product
                                Digital years old CONSUMER
                                                  THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            TOMS college. For Santa $25K-$50K
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                                                                                    has
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            younger demographic. Outfitters soon brand wordor Africa.
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                                                                                                        fabric left over
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa   Rugby
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban            an average
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                                                                                                               upgraded footbed
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            often younger brothers with sisters Digital Media $50K. Another
                                                       and a Bachelors degree is company targets a to consider are the house-
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 3
                                                                                                                                    4
                                                                                                                                    5
                                                                                                                                    6
                                                                                                                                    7
                                                                                                                                    2
                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            becasue language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFwill answer to congratulate quality product
                                Digital years old CONSUMER
                                                  THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            TOMS college. For Santa $25K-$50K
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                                                                                    has
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            younger demographic. Outfitters soon brand wordor Africa.
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                                                                                                        fabric left over
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa   Rugby
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban            an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                       and a Bachelors degree is company targets a to consider are the house-
                            often younger brothers with sisters Digital Media $50K. Another
                            demographic, but any truly successfulhigh school
                                                                    in company seeks to include various age demographics in
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 2
                                                                                                                                    3
                                                                                                                                    4
                                                                                                                                    5
                                                                                                                                    6
                                                                                                                                    7
                                                                                                                                    8
                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            becasue language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFwill answer to congratulate quality product
                                Digital years old CONSUMER
                                                  THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            younger demographic. Outfitters soon brand wordor Africa.
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                                                                                                        fabric left over
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa   Rugby
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban            an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            often younger brothers with sisters Digital Media $50K. Another
                                                       and a Bachelors degree is company targets a to consider are the house-
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 2
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                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            because language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFwill answer to congratulate quality product
                                Digital years old CONSUMER
                                                  THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            younger demographic. Outfitters soon brand wordor Africa.
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                                                                                                        fabric left over
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa   Rugby
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban            an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            often younger brothers with sisters Digital Media $50K. Another
                                                       and a Bachelors degree is company targets a to consider are the house-
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 2
                                                                                                                                    3
                                                                                                                                    4
                                                                                                                                    5
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                                                                                                                                    8
                                                                                                                                    9
                                                                                                                                    10
                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            because language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFwill answer to congratulate quality product
                                Digital years old CONSUMER
                                                  THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            younger demographic. Outfitters soon brand wordor Africa.
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                                                                                                        fabric left over
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa   Rugby
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban            an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                       and a Bachelors degree is company targets a to consider are the house-
                            often younger brothers with sisters Digital Media $50K. Another
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 2
                                                                                                                                    3
                                                                                                                                    4
                                                                                                                                    5
                                                                                                                                    6
                                                                                                                                    7
                                                                                                                                    8
                                                                                                                                    9
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                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMSthieran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            because language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFwill answer to congratulate quality product
                                Digital years old CONSUMER
                                                  THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            younger demographic. Outfitters soon brand wordor Africa.
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                                                                                                        fabric left over
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa   Rugby
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban            an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                       and a Bachelors degree is company targets a to consider are the house-
                            often younger brothers with sisters Digital Media $50K. Another
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 2
                                                                                                                                    3
                                                                                                                                    4
                                                                                                                                    5
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                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School
                            SOCIAL ENGAGEMENT                                                       AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMStheiran with
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            ensuresshow aBackground
                                                 younger people campaign, which trendsettersprofile. Therefore,for first
                                                 mostly independent slip-ons QR                                             an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatesthe can be
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase
                            the QRshoes of besee women inrole
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            TOMS      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how itand
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with onlineroad
                            Facebook     toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                                            him statusa the wayArgentina college students ascampiagn.to school anda with
                                                                to           we
                                                                                                outside
                                                                       retailers with will orders. content a crosscountry
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            hastag,
                            campaign, Position
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                        Argentinean shoe, group of to know
                            TOMS they will     trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            children at                                         purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainablethey
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                        Mycoskie designed create goorganization that developed campus clubs, use online
                            has brand. They’ve helped to start theourthat movement,trip tochild;accross. Through the Facebook


                                                          TOMS
                            movie fanatics. In
                            the
                            because language.
                            audience’s
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            the Country shoes made to us
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            INthe wordMedia Analysis
                                Digital years old CONSUMER
                                                  THE
                            as THE MIND OFwill answer to congratulate quality product
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            younger demographic. Outfitters soon brand wordor Africa.
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa
                                                                                                        fabric left over
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban
                                                                                                                              Rugby
                                                                                                                         an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            often younger brothers with sisters Digital Media $50K. Another
                                                       and a Bachelors degree is company targets a to consider are the house-
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                            demographic, but any truly successfulhigh school
                                                                    in company seeks to include various age demographics in
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 2
                                                                                                                                    3
                                                                                                                                    4
                                                                                                                                    5
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                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            SOCIAL ENGAGEMENT
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School                                                  AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            TOMS wherethat campagin everchanging. for more are still 5,000 engagement thisboxes
                            ensuresshow aBackground
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMStheiran with
                                                 mostly independent slip-ons QR
                                                 younger people campaign, which trendsettersprofile. Therefore,for first    an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                                      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how it can
                                         toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatestheroad be
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with online and
                            use TOMS        him statusa the wayArgentina college students ascampaign.to school anda with
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            the QRshoes of besee women inrole
                            chase
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            TOMS
                            Facebook                            to           we
                                                                                                outside
                                                                       retailers with will orders. content a cross-country
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                                        Argentinean shoe, group of to know
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                               trends. university code worldwide. For notemales aware There will
                            hastag,
                            TOMS they will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                            campaign, Position
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            children at
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                                                                                purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainable
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                        Mycoskie designed create goorganization that developed campus clubs, the Facebook
                            has brand. They’ve helped to start theourthat movement,trip tochild;across. Throughuse online they


                                                          TOMS
                            audience’s
                            the
                            movie fanatics. In
                            because language.
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage wherehelp lessen diseases “Like” the walking
                            social media andof shoes. customers the plan was their campusshoes We small festivalsaaround
                            through durable mobile and prefer to the finally, to more be asked to caused by live
                            feel the the sale and tophotos thatfacebook brands sell TOMSathletic looking.
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            will takeshoe directly necessary footwear; and something you will addition, will also keeppage and
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            INthe wordMedia Analysis
                                Digital years old CONSUMER
                                                  THE
                            as THE MIND OFwill answer to congratulate quality product
                            brand18-28 spread booths to promote the cause 9 yourshoes.
                            and/orbyfrom theupabout TOMS shoes being ayouandBlakewin. backed by an important cause, the
                            AGE: indirectly. winning campus to go with Owner, sell Mycoskie to Africa for a shoe drop.
                                        setting
                            students a person
                             number                                                 on
                            brand began selling highest rate Oneitfor One.
                            Caucasians have the more than Mycoskie’s loft could sustain. By October of 2006,and Twitter.
                                                                 when will be documented school graduates TOMS enrolled
                            The entire road campaign and shoe drop comes to being high through Facebookthat are moved
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                                Digital Media consumer is young
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            younger demographic. Outfitters soon brand wordor Africa.
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa
                                                                                                        fabric left over
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban
                                                                                                                              Rugby
                                                                                                                         an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            often younger brothers with sisters Digital Media $50K. Another
                                                       and a Bachelors degree is company targets a to consider are the house-
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 2
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                                                                                                                               Page 1
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that TOMS shoes are relatively comparable or less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement are positioned the School
                            EXPERIENCE                                             2
                            ENGAGE Men Students/Creative professionals Graduates, College Students andEFFECT
                            PROMOTION & Women Students, High highest for being “Environmentally Conscious”. This
                            competitors COMMUNICATION record of charitable fund-raising and has been exploring
                            SOCIAL ENGAGEMENT
                            OCCUPATION:
                            GENDER: in price and
                            EDUCATION: High School                                                  AKA THE DOMINO College
                            TOMS was Americain January of make life is currently headquartered in end, Monica, California
                                              our has a long 2006
                            Corporate created mission is totrack and more comfortable. Toward thatSanta TOMS not only
                            At Toms Shoesused to help us understand where the product is positioned within the marketplace
                            Graduates. is
     MARKET POSITION

                            information with charities for decades. But Toms is going a step further than most in blurring the
                            brand tie-ins the pair of Blake Mycoskie, resided when he established
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            As a waythat communicate itsTOMS communicatefurtherthrough socialusersthe share thanus TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.lightweight aware, pur-
                            TOMS wherethat campaign everchanging. for more are still 5,000 engagement thisboxes
                            ensuresshow aBackground
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                            The promotionalconsumers and people most ofare will encourage and KnowingThethe howcan
                            Studies all of ourmostly by is offers directionIn who codes on in school. to TOMStheiran with
                                                 mostly independent slip-ons QR
                                                 younger people campaign, which trendsettersprofile. Therefore,for first    an
     TARGET MARKET

                            against we
                                Company                                                                 shoe boxes.
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                                      fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how it can
                                         toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatestheroad be
                                  cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with online and
                            use TOMS        him statusa the wayArgentina college students ascampaign.to school anda with
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            the QRshoes of besee women inrole
                            chase
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            TOMS
                            Facebook                            to           we
                                                                                                outside
                                                                       retailers with will orders. content a cross-country
                                                                                                     as     followed purchase
                                                                                                       idea
                            success shows that good works can be a powerful profit engine. The of theof blending commerce
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            their targetchildrenableanis importantcampusesthe promote thepushedand who asnumberon an are
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities,of down
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are influ-
                            commonof TOMS from.to scan the marketing, see and and youngsocially large formalpurchased
                                        Argentinean shoe, group of to know
                                          audience. traditional TOMS Mycoskie also is every pair a more shoes and be
                                               trends. university code worldwide. For notemales aware There will
                            hastag,
                            TOMS they will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                            campaign, Position
                                Market is in tune with this                                                   with
                                                                                                 are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            children at
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                                                                                purchased a in
                                                          California environment.
                            socially don’t Research course, completely
                                                                for has TOMS                        the donated. Throughout
                            barefoot.From therewill document foundon worksas manywouldas women wearA regular QR code
                                 threewe needin casewinners will Good a shoecan in eachcome to open upself-sustainable
                                        overall a theirstudy we to aTOMS not places we South America. TOMSin an
                                                         purchases.                              differentiate a new
                            looking for value purposes; to a charitysense of pride also help be completely brandpossibilities
                                        Mycoskie designed create goorganization that developed campus clubs, the Facebook
                            has brand. They’ve helped to start theourthat movement,trip tochild;across. Throughuse online they


                                                          TOMS
                            audience’s
                            the
                            movie fanatics. In
                            because language.
                            campus Marketto communicate
                            product.tour TOMS the
                                Target                                people and6   drop men                             because
                            oversupplied marketplace.
                            page followers potentials apps of themselvespage where you lessen diseases caused by page and
                            social media andof shoes. customers the plan was their campusshoes looking. festivalsaaround
                            through durable mobile and prefer to the finally, to help will be asked to also
                            feel the the sale and tophotos thatFacebook brands sell more addition, small keep live
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            will takeshoe directly necessary footwear; and something TOMSathleticWe will“Like” the walking
                                       you is too tag the TOMS drive have
                            graphalsowithout shoes.veryorder turnoutwillyoung people have been a great California. However,
                            each pair speciallysold from high campus. Atdisplay aof the road campaign, When pick 10
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            the Country shoes made to us
                            “Follow” the that have awinning QRout of Mycoskie’s loft apartment in Venice,we will you call the
                            RACE: Caucasian and with each code
                            them of        contest. A
                            as THE MIND OFold CONSUMERgo with you 9
                                Digital years THE
                            INthe wordMedia Analysis
                            brand18-28 spread booths to to shoes being Owner,your win. backed by an important cause, the
                                                                                   on product
                            and/orbyfrom theupabout TOMS congratulate a qualitysell shoes.
                            AGE: indirectly. will answer promote the cause andBlake Mycoskie to Africa for a shoe drop.
                            students    setting winning campus to
                            number a person
                                                                 Oneitfor One. sustain. By October of 2006,andare moved
                            brand began selling highest rate when will be documented school graduates TOMS enrolled
                            Caucasians have the more than Mycoskie’s loft could
                            The entire road campaign and shoe drop comes to being high through Facebookthat Twitter.
                            "Theaappeal to the Campaign Strategy ityou buy something, you feel connected to something
                                Digital Media consumer is young
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                            TOMS college. For Santa $25K-$50K                       has
                            that matters," says David Lauren, Mr. Lauren's son and the TOMS cause and immediately wished to
                            Nordstroms and Urban Parents like South America of of company's spokesman. Toms
                            shoes. Most of these children are in thecaught becausethe its mission to give a pair of shoes for
                            younger demographic. Outfitters soon brand wordor Africa.
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa
                                                                                                        fabric left over
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                            every pair that the movement. Today, TOMS shoes TOMS, sometimes
                            This younger demographic, The people who wear are manufactured described as urban
                                                                                                                              Rugby
                                                                                                                         an average
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                                                                                                               upgraded footbed
                            clothing.be found in countless specialty boutiques around the US. a slightlyinception TOMS hasfor
                            of $25,000 per evangelists bystudents and college grads also buy TOMS its followers, who are
                                                                  Christine TOMS
                            sters, become year. College spreading the Goreemessage and recruiting
                                              Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                                                       and a Bachelors degree is company targets a to consider are the house-
                            often younger brothers with sisters Digital Media $50K. Another
                                                                    in company seeks to include various age demographics in
                            demographic, but any truly successfulhigh school
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept. Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.




TOMS SHOES | Digital Media Campaign                                                                                                 1
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                                                                                                                               Page 15
                            IN THE MARKETPLACE
  COMPANY BACKGROUND
  DIGITAL MEDIA CAMPAIGN
                            In this Market Position chart we can see that Wall Street Journal. (2010): n. page. comparable or
                            Binkley, Christina. "Charity Gives Shoe Brand Extra Shine." TOMS shoes are relatively Web. 15 Sep. 2011. less than its
   DIGITAL MEDIA ANALYSIS
   MISSION CONTENTS
   TABLE OFSTATEMENT
                                Mission
                            LEVELS OFStatement
                            ENGAGE Men Students/Creative professionals
                            EXPERIENCE                                                     2
                            PROMOTION & Women Students, High School Graduates, College Students andEFFECT
                            <http://online.wsj.com/article/SB10001424052702304252704575155903198032336.html>.
                            EDUCATION: High School
                            GENDER: COMMUNICATION
                            SOCIAL ENGAGEMENT
                            OCCUPATION:                                                                      AKA THE DOMINO College
                            competitors in pricehas aare positioned the of charitable fund-raising and has been exploring
                                                         and long                      highest for being “Environmentally Conscious”.
                            Corporate created mission is totrack record currently headquarteredthatSanta TOMS not only This
                            TOMS was Americain January of make and more comfortable. Toward in end, Monica, California
                                                our                     2006 Chanel
                            At Toms Shoesused to help us Up." Brandlife is (2007): n. pag. Web. 22 is positioned within the marketplace
                            Graduates. is"Toms Shoes Steppin' understand where the product May 2011.
     MARKET POSITION

                            information
                            brand Jennifer. the pair of Blake Mycoskie, resided when he established
                            Gidman, tie-ins with charities for decades. But Toms is going a step further than most in blurring the
                            By launchingeveryfounder,young potential placing3 are a breathable,and are sociallybrand. Theonce
                            <http://www.brandchannel.com/features_webwatch.asp?ww_id=357>. codes onsocialand lightweight aware, pur-
                            As a waythat communicate itsTOMS communicatefurtherthrough in school. KnowingThethe TOMS
                            Almostare wornnew cross-platformwill women,TOMSsoft, Facebookefforts.the share thanus howcan
                            TOMS wherethat campaign everchanging. for more are still 5,000 engagement thisboxes
                            ensuresshow aBackground
                            The promotionalconsumers and people most ofare will encourage users to TOMStheiran with
                            near to the competitors and namesakebe buyers have marketing This diagram shows TOMS
                                                    mostly independent slip-ons QR
                                                    younger people campaign, which trendsettersprofile. Therefore,for first                     an
     TARGET MARKET

                            Studies all of ourmostly by is offers directionIn who
                            against we
                                 Company
                            difference between brandhas tocharity; thewhere with the responsibility of providing forthe Its
                                                                                                                           shoe boxes.
                                       fit—the thewill haveiconic charged itself doesn't deliver dialogue versatility how it can
                                           toshoes.brand’sandschool andthe shared their existwellcan beIn charitable work.
                            optimalcodeswecompany highalsoshoes. in brand he noticed the are upthe is created, of dedicated
                            ideatheir studentcan Through socialmove The brand into theirandsimplistic dateresonatestheroad be
                                   cameaccountafterbyvisitformsarewhich our digital savvy circles. high that with online and
                                              him statusa the wayArgentina college students ascampaign.to school anda with
                                                                                retailers with will orders. content a cross-country
                            experiences are worn as randomly networks, TOMS experiences When customersby recent
                            the QRshoes of besee women inrole
                            older demographic. sent
                            this diagram will These a a major totechnologically media
                            use TOMS
                            chase                                       to
                            TOMS
                            Facebook                                                  we
                                                                                                                  outside
                                                                                                                        as      followed purchase
                            success shows that good works can be a powerful profit engine. The of the2011. number of      idea
                            "Infographic: The Social Media Effect." Photograph. Digital Buzz Blog. First Last. 2010. Web. 15 Sep of blending commerce
                            college show today.in InTOMS secondary targetto4map”adults areof theof its cause.trinkles an are
                            commonof TOMS from.to scan the marketing, see and and youngsocially large shoes on down
                            their targetchildrenableanis importantcampusesthe promote thepushedand who as formalpurchased
                            other electronicbewithimpoverished “experience message isone distributed areandgomatter,all
                            Studies on Twitter people interactive regions adultsif they arethe brand’s 5 TOMScharities, influ-
                            comfort graduates ThisThisthe espadrille.are audience took brand in website.is to are and be
                            hastag,
                            campaign, Position
                                            audience. traditional TOMS Mycoskie also is every pair a more
                                         Argentinean shoe, group of to know
                            TOMS they will        trends. university code worldwide. For notemales aware There will
                            communicatethat will visitwho wearQRyoung tocreative professionals, workwinners educated and through
                                 Market is in tune with this
                            <http://www.digitalbuzzblog.com/infographic-the-social-media-effect/>.                                with
                                                                                                                   are burned out on glam of
                            with charity retail, the companycultural moment. Shoppers who need. The company’s giftare shoes
        REFERENCES



                            paidunderstand andourcomeResearch campaign thatand diseasewillareunveiling of pipeline. for
                            shoes wethat are for toofwho, in mediato thepairpair to young pairmusic communicatea new terrain
                            children at
                            in fields active. want trends. off will they are aillnessenthusiasts, from lovers, concertgoers, the
                            while sold onsiteshoes, digital that provide informal,a childpeople to social media rough
                            and trip without aware ofshows turn,every shown headquarters for thetravelingdriving our and
                            online or peers and
                            enced byto Santa Monica,the global sufferedsports it’s important be a huge the in force
                            socially don’t Research course, completely
                                                               California environment.
                                                                        for has TOMS       purchased a in              the donated. Throughout
                            "Marketingfor language. document foundon worksas manywouldas women wearbrand in online they
                            has brand. They’ve helped to start theourthat shoecan15 Sepwe come completely A regular QR code
                            barefoot.From therewill winners will Good a movement,trip to Southcampus clubs, use Facebook
                            looking Engagement." designed David Armano. First Last. Web.that each child; to open upself-sustainable
                                  threewevalue purposes; to awe to goorganization alsomen be across. Through the an
                                         Mycoskie case studycreate aTOMS not places 2011. differentiate a TOMS because
                                         overall in Photograph. charitysense of pride in developed America. new possibilities
                                                       their purchases.                                     help


                                                                TOMS
                            product.tourneed a the
                            campus Marketto communicate
                            because
                            movie fanatics. In
                            audience’s TOMS
                            the
                                 Target                                        people and6      drop
                            oversupplied marketplace.
                            <http://darmano.typepad.com/.a/6a00d8341bfa9853ef0115709cc666970b-800wi>.
                            page followers potentials apps of themselvespage where you lessen diseases caused by page and
                            customers and can “girly”Originally,andwearfrom to message. Inevent.on a music scale, having
                            social media andof shoes. customers the plan was their campusshoes looking. festivalsaaround
                            feel the the sale and tophotos thatFacebook brands sell more addition, small keep live
                            through durable mobile and prefer to the finally, to help will be asked to also
                            will takeshoe directly necessary footwear; and something TOMSathleticWe will“Like” the walking
                                        you is too tag the TOMS drive have
                            "OneCountry that Ourandwinning QR code Mycoskie’s loft apartment in Venice,we will you call the
                            graphalsowithouthave a fromn. pag. turnoutwillyoung people have been a great When pick 10
                            each pair specially made to high campus. 2011. <http://www.toms.com/our-movement/movement-one-for-one>.
                            them of TOMS, shoes. with each out of
                            outdoors communicate Ethnic directly of the end phone number to call. success for the
                            “Follow” the shoes sold veryorderWeb. 22 May Atdisplay aof the road campaign, California. However,
                            RACE:One." contest. A
                            the for Caucasian Movement us
                            as THE MIND OF THE CONSUMER
                            INthe wordMedia Analysis
                                 Digital years
                            brand18-28 spread booths to promote the cause 9
                            students from the will answer to shoes being Owner,your win. backed by an important cause, the
                            number asetting upabout TOMS congratulate a qualitysell shoes.
                            AGE: indirectly. old                                               on product
                            and/orby person winning campus to go with you andBlake Mycoskie to Africa for a shoe drop.
                                                                         Oneitfor One. sustain. By October of 2006,andare moved
                            "Who Participates (U.S. online users)." Photograph. BusinessWeek. First Last. Forrester Research, Web. 15 Sep 2011.
                            brand began selling highest rate when will be being high school graduates TOMS enrolled
                            Caucasians have the more than Mycoskie’s loft could
                            The entire road campaign and shoe drop comes documented through Facebookthat Twitter.
                            http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif to something, you feel connected to something
                            "Theaappeal to the Campaign Strategy ityou buy
                                 Digital Media consumer is young
                            into warehouse company, withthat when isare purchased a child in need receives a pair of with a
                            HOUSEHOLD INCOME: pair ofa where CEO that13 created a today. Specialty stores such
                            TOMS college. For Santa $25K-$50K
                            to startis a young in every MonicaTOMS that still headquartered product that resonates well as
                                                                                                has
                            that matters," Urban Outfitters soon caught word of the TOMS cause             company's spokesman. Toms
                            Target Audience says David Lauren, Mr. Lauren's son and Africa.mission to and immediately wished to
                            shoes. Most of these children are in the brand becausethe its
                            Nordstroms and
                            younger demographic. Parents like South America or of                                             give a pair of shoes for
                            collaborated with Ralph Lauren's Rugby brand three years ago, using in South America and Africa
                                                 the movement. Today, TOMS shoes are manufactured fabric left over an average
                            become part ofis purchased.which includes recent high school graduates are makingfrom hip-
                            (http://www.reuters.com/article/2010/04/09/us-entrepreneur-toms-idUSTRE63630Y20100409)
                            every pair that
                            This younger demographic, The people who wear TOMS, sometimes described as urban
                                                                                                                                                  Rugby
                            and can Toms has gone high-end as well, creating a version with Since shoes. The average start-
                            clothing.be found in countless specialty boutiques around the US. a slightly upgraded footbed for
                            (http://www.signalhq.com/clients) bystudents and college grads also buy TOMS its inception TOMS has
                            sters, become year. College spreading the Goreemessage and recruiting followers, who are
                            of $25,000 per evangelists                    Christine TOMS
                                                Neiman shoes to
                            Bergdorfs and1,000,000Marcus. children need.
                            donated over
                            often younger brothers with sisters Digital Media $50K. Another
                                                            and a Bachelors degree is company targets a to consider are the house-
                            ing salary for a personADV4804C -or friends. EachCampaigns thing different style or social
                            (http://www.jekkilekki.com/2010/07/10/the-importance-of-targeting-different-audience-demographics/)
                            demographic, but any truly successfulhigh schoolin company seeks to include various age demographics in
                            hold incomes for families with kids Summer 2011 or college, which can be much higher.
                            AGAINST THE COMPETITION
                            their product marketing. Even children’s toys consider the
                            (http://www.cnbc.com/id/29840096/TOMS_Shoes_%C2%A0_A_List_Appeal) adult demographic and in this case
                            TOMS are marketing towards a younger demographic with adults in mind.
                            More and more businesses are catching on to this savvy concept.
                            (http://howtoedu.org/college-facts/how-much-more-money-do-college-grads-make/) Jewelry designer Judith Ripka is
                            also plumbing the relationship between charity and marketing. She gives away $700 rings to
                            (http://www.maec.org/natstats.html#enroll)
                            customers who must donate them to charity. Shoes companies are catching on too however, TOMS
                            hasn’t felt an impact as customers continue to be the brands biggest evangelists.
                            http://www.toms.com/our-movement)




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