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-
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
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their targetchildrenableanis us wearQRyoung tocreative professionals, workwinnersthegomatter,all
communicatethat will visitwho understandtargetto4map”adults pushedand who asnumberon an are through
hastag,
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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
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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.
and/orMarket theupabout TOMScan seethe cause andBlakewin. backed by an important cause, its
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as the indirectly. will chart we congratulate quality product
setting
students a person booths
number
competitors in campaign positioned thewillOne. being “Environmentally Conscious”. This
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
3
4
5
6
7
8
9
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
6
7
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
10
11
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
10
11
12
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
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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
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 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
.
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
. 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
. 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.
.
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. .
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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