(no subject)
I. EXECUTIVE SUMMARY
NDS Advertising Agency has come up with the ideal promotional campaign for Converse All-Star classic shoes. By reinventing the shoes reputation through a series of advertising techniques, we believe that the sales for this particular shoe will increase greatly. We plan on incorporating the shoes history through professional basketball with today’s trends to allow customers to realize that this particular shoe, Converse All-Star, is still a trendy/useful shoe for everyday life. With the help of numerous ads printed through the pages of magazines, and on a variety of radio and television stations, we believe that our message saying even though Converse All-star shoes may be vintage, they are still widely accepted by different groups of people and are useful on the court while still being fashionable.
We have also created a new logo for the shoe that we believe represents our message clearly, and will be recognized as Converse Classics. “Sometime in order to move forward, you have to take a step back.” This catch phrase symbolizes our implicated idea that these shoes are just as good as they were ninety years ago. We also want our consumers to realize that this shoe may be dated, but it is just as comfortable as the other comfort shoes out there today. We plan on sending this message by displaying a variety of people playing sports in this shoe. By the shoe being displayed as a sport/comfort wear item, more and more buyers will believe this and purchase the shoe for the variety of activities they may participate in. It is with these forces that my partners and I believe will jump the profit of your company to outstanding rates. Also along with a noticeable profit increase, your companies target market will also become larger because of our innovative techniques to draw in different types of people.
II. DESCRIPTIONS
A) What is the difference between Converse All-Star classic shoes and the other shoes made by Converse? Converse All-Star shoes were created in the 1920’s by a man named Charles H. Taylor. The shoe has a thick rubber sole and sturdy canvas supporting the ankle. It originated as a basketball shoe, and became so popular through out the sport network, that its creator was named “Ambassador of Basketball.” Even though the shoe was created ninety years ago, it is still produced with the same amazing qualities that allowed it to be a shoe which one could easily run in. Still today the Converse All-Star shoes appearance permits it to look old school, which in return provides the large consumer market.
B) The Converse brand is typically looked at as being a stylish/vintage shoe. This is good for many reasons. For one, the shoe is easily recognizable everyday on the street. And when you see a shoe that looks remotely alike it, you immediately assume that that shoe is a Converse Classic. Rarely when the name Converse is mentioned do you think of the other styles of shoes that the brand makes, but your mind directly goes to the classics. By taking an already popular shoe, Converse All-Star, and re-inventing the shoes reputation, I know that consumers will buy into the new ideas enforced on them. The brand Converse already has the status as being a very trendy/fashionable shoe, but why not take it to another level, and introduce the idea of comfort and the unique ability that we know the shoe processes.
III. OBJECTIVE(S) OF THE CAMPAIGN
The objective of our promotional campaign for Converse All-Star classic shoes is to re-introduce the shoe to the public as a historic relic. The shoes age and interesting past makes it something that a person would want to own partially because it would be like owning a piece of history. We would like the public to believe that when they buy this shoe, they are buying not only a piece of history but a story. With help of our logo “Sometimes in order to move forward, you have to take a step back,” we believe that the public will get a clear understanding that these shoes are rare and are not only cool because of their look, but also because of their exclusiveness.
Another factor that we wish to display to the viewers is how these shoes are comfortable and are great shoes to enhance your game on the basketball court. Originating as a basketball shoe, we would like to stick with that same basic concept in our larger advertisements. The shoe is proven with its flexible sole that it has great potential when used in running and jumping. Not only are these shoes great sport shoes, but they are also comfortable for casual walking and running. We do wish to have ads displaying the shoes as being worn by everyday people, whether they are out grocery shopping, or they are walking down the halls of a school. It is the divisibility of these shoes that makes it so easy to created great promotional campaigns that will work!
Of course or primary objective is to allow Converse Brand shoes to get the most potential buyers possible. The Converse All-Star Classic shoe is a unique item that with the right promotional campaigning will be owned by many people all around the world. It with these great ideas that I believe we will be able to achieve this goal.
IV. IDENTIFICATION OF TARGET MARKET
A) Primary markets
Our primary target market for Converse All-Star shoes will be teenagers to adult’s ages 14 to 25. We chose this age range for our primary target market because of the interest teenagers and young adults have for fashion. We understand that people around this age, take pride in their appearance, and are looking for the latest item to set them apart from the rest of the crowd. We believe that Converse All-Star shoes are that clothing item that these trendy teens are looking for. Our shoe will be not only bought by people who are interested in the latest fashions, but also because of the useful ness of the shoe, and the reasonable cost of this item.
B) Secondary Markets
The secondary market we have decided on are children age 6 to 12. The reason we have created a younger secondary market range is because Converse All-Star shoes are very durable, and many parents buy them for their children because of the great comfort and support they supply to the person wearing them. Also converse shoes come in a variety of different colors and patterns which attract smaller children, and cause them to ask want them which in turn requires their parents to go out and purchase them.
V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN
Each advertisement involving the message that we wish to express will incorporate the old one into the new one. The first promotional idea that we have come up with is an exciting and new commercial. The commercial will begin with our logo appearing on a black screen in the Converse All-Star font. It will then switch to a black and white film of one of our main endorsers Dr. J. Dr. J was a famous basketball player in the sixties and would wear Converse All-Star shoes regularly on the court. Dr. J would be a great endorser because he fits in with our logo. He is an old basketball player who was believed to be the Michael Jordan of his day. Again after the logo appears on the screen a short fifteen-second clip of Dr. J performing an actual basketball play from one of his early games in the sixties with show, then directly afterwards it will switch back to present day with Dr. J walking down the street in a white suit with black Converse All-Star classics on. The original logo will then appear on the screen following Dr. J walking down the street. This ad allows the new saying to be used while incorporating the old. This commercial will appear on the television stations of MTV, VH1, ESPN, and FOX. We have chosen these T.V. stations because of their diverse viewers. By having a diverse amount of viewers it will be easier for us to get our message to a variety of people.
Secondly, we wish to have our ad run in many magazines. The add will be a black back drop with Dr. J in the same white suit as the commercial with his black Converse All-Star classics on and a basketball in one hand. The reason why the ad is so similar to the commercial is because we want to make sure that when you see Dr. J or a white suit with black tennis shoes, we want you to think converse immediately. The ad will run in magazines such as Rolling Stone, ESPN, and a variety of women’s magazines such as Seventeen, Elle, and Marie Clair. We also realize that we want males to buy this product as well, so that is why the ad will also be running in guitar magazines, and Rock and Ice.
Besides printed advertisements and ones viewed on television, we also wish to promote our product by sponsoring sporting and music events. By having our logo displayed at a Sonics game where hundreds of people will see, it should send the message that this shoe is basketballs past. Also by sponsoring concerts and different musical festivals, we will attract a different group of potential customers.
VI. BUDGET
The budget for our promotional campaign will consist of the expenses of the commercials on television, which ties in with a celebrity, magazine ads, internet, and the sponsored events. To begin, we averaged that for our commercial to run on the T.V. networks, and for the time slots that we wanted, we are going to have to pay $2,000 to $3,000 per commercial. Not only will we have to pay for the commercial to be run, but we will also have to pay for the commercial to me made, which in total will cost around $2,000 to $20,000 to produce. In order for the commercial to run as we designed, we have to also pay for Dr. J’s airplane ticket, room, and food expenses, which accumulates to over $100,000. Although this may seem like a large sum of money to pay only one person, this ad will be nationally run, and this ad will attract many people.
For our internet advertisements, it will cost $20 to have a specific URL link name, around $20 per hour the website graphic/web designer spends on the page, and around $60 for space on the internet. The graphic designer will need to switch the layout of the page every season in order for the site to be interesting for its viewers which are probably customers. Each layout changed will take around ten hours to finish. If there are four changes in a year, then the cost of hiring a graphic/web designer will cost around $800. Aside from the informational website of Converse, there will also be pop-up ads on search engine sites like “Google” and “Yahoo.” To purchase the web space on those sites, the cost will be around $300. That makes the total cost of $1200 for all internet advertising.
For the magazine ads, we are looking at a total cost depending on how many issues we run our ads in, and how large the ads will be. For a full-page ad, the cost will be around $450. If we wish to have our ad run in three different issues, our cost will end up being $1,888. Also our major league basketball game sponsorship will end up costing us around $50,000. The benefit is that our product name and label will be displayed in front of hundreds of people at the basketball game, and our brand will also be associated with basketball.
This chart shoes the dollars that will be spent towards advertising in the categories of Magazines, Television, Celebrity, Sponsorship, and Internet Promotional Advertisements.
VII. SCHEDULES OF ADVERTISING
For magazines, we will advertise the ads all year round because the shoe can be worn each season. The variety of styles and colors lead to a greater selection that can fit unique personalities and moods of the customers, especially in magazines that have a target market that is more towards women because style is something that is important for them. However, during the winter holiday season, we will have more ads because advertisements during these months will produce more sales.
For advertising on television, we will advertise all year round because the shoe is intended for year round wear. However, we will place more ads on during prime time because that is when the most people are watching television. Also, we will place some of the commercials on cable networks and other just on basic so that a wider variety of people will be able to see the ads. We will place the commercials on during sports like basketball.
Our sponsor, Dr. J will be paid a lot of money for his appearance in our television commercials. He is considered a celebrity and therefore will attract many people especially our target market to show interest in this shoe. He will be in all of the television commercials so he can somewhat become “the celebrity of Converse All Star Classics.”
During the NBA games, we will be sponsoring the teams throughout their whole seasons of winter and spring. We will put many posters up on the walls and will also hand out coupons for a cheaper price for converse All Star Shoes. The fans at the NBA games will probably be fanatics of the game and therefore want to be similar to a basketball star. Our image at the NBA will give a feel of belonging and quality. The fans will feel as if they want to be with the game and since converse All Stars are the classic basketball shoes, it will be a great attraction.
Internet advertising will also be used in this promotional campaign. The majority of people have access to an internet either at home or somewhere else that is near. Pop up’s may be annoying to almost everyone, but they get their message across and the product they are advertising is easily noticed from the small ad. Internet advertising will be running on websites year long. However, when there is a sport going on in a particular season, the website pertaining to those sports will have more ads about Converse on them because of the excitement of the sport.
VIII. SCHEDULES OF ALL SALES PROMOTIONAL ACTIVITIES PLANNED
A) Marketing Education
For customers to have a better understanding of the Converse All-Star Classic Shoe, NSD will create a pamphlet of information. The pamphlet will be filled with information about the structure of the shoe and background information about the company of Converse as well. These informational pamphlets will be located at Converse All-Star Classic retailers for consumers and customers so that they are easily accessible. The pamphlets will be available all year round so that the customers can learn about the comfort, design, quality, and styles of each, individual type of shoe.
B) Accessories and Apparel Merchandise
Aside from Converse All-Star Classic shoes, there will also be accessories and apparel available for purchase. All the apparel will have a logo of the Converse Classic brand on it which is the circle with the word Converse inside of it. The sweatshirts will have the logo in the center of the sweatshirt so it stands out. Also, since we sponsor teams on the NBA, the posters for many NBA stars will have a branding of Converse in them, whether it’s located in the background or printed clearly in a corner. There will be matching shirts and hats to go along with the apparel and accessories as well. These will be branded with the Converse All-Star logo as well. Key chains will come free with purchase of a shoe and it will have the branding as well.
IX. STATEMENT OF BENEFITS TO YOUR CLIENT/CUSTOMER
NDS Advertising will dedicate itself to informing customers to the best of our abilities. We will provide the sources and materials we view necessary for this advertising campaign to be as successful as possible. The quality of the advertisements are of the highest standards made by highly trained professionals for each specific category. NDS will reach our objectives of increasing sales, increasing profits, more website views and customers inside retail stores, and customers that are comfortable and happy with the advertisements. NDS will also follow up with customers and consumers about the effectiveness of the campaign that we have provided. All of us at NDS including the employees and employers are confident for a successful advertising campaign for Converse All-Star Shoes. We are positive that the management of Converse All-Star Shoes will be pleased with the results of higher sales and income from this advertising campaign.
NDS Advertising Agency has come up with the ideal promotional campaign for Converse All-Star classic shoes. By reinventing the shoes reputation through a series of advertising techniques, we believe that the sales for this particular shoe will increase greatly. We plan on incorporating the shoes history through professional basketball with today’s trends to allow customers to realize that this particular shoe, Converse All-Star, is still a trendy/useful shoe for everyday life. With the help of numerous ads printed through the pages of magazines, and on a variety of radio and television stations, we believe that our message saying even though Converse All-star shoes may be vintage, they are still widely accepted by different groups of people and are useful on the court while still being fashionable.
We have also created a new logo for the shoe that we believe represents our message clearly, and will be recognized as Converse Classics. “Sometime in order to move forward, you have to take a step back.” This catch phrase symbolizes our implicated idea that these shoes are just as good as they were ninety years ago. We also want our consumers to realize that this shoe may be dated, but it is just as comfortable as the other comfort shoes out there today. We plan on sending this message by displaying a variety of people playing sports in this shoe. By the shoe being displayed as a sport/comfort wear item, more and more buyers will believe this and purchase the shoe for the variety of activities they may participate in. It is with these forces that my partners and I believe will jump the profit of your company to outstanding rates. Also along with a noticeable profit increase, your companies target market will also become larger because of our innovative techniques to draw in different types of people.
II. DESCRIPTIONS
A) What is the difference between Converse All-Star classic shoes and the other shoes made by Converse? Converse All-Star shoes were created in the 1920’s by a man named Charles H. Taylor. The shoe has a thick rubber sole and sturdy canvas supporting the ankle. It originated as a basketball shoe, and became so popular through out the sport network, that its creator was named “Ambassador of Basketball.” Even though the shoe was created ninety years ago, it is still produced with the same amazing qualities that allowed it to be a shoe which one could easily run in. Still today the Converse All-Star shoes appearance permits it to look old school, which in return provides the large consumer market.
B) The Converse brand is typically looked at as being a stylish/vintage shoe. This is good for many reasons. For one, the shoe is easily recognizable everyday on the street. And when you see a shoe that looks remotely alike it, you immediately assume that that shoe is a Converse Classic. Rarely when the name Converse is mentioned do you think of the other styles of shoes that the brand makes, but your mind directly goes to the classics. By taking an already popular shoe, Converse All-Star, and re-inventing the shoes reputation, I know that consumers will buy into the new ideas enforced on them. The brand Converse already has the status as being a very trendy/fashionable shoe, but why not take it to another level, and introduce the idea of comfort and the unique ability that we know the shoe processes.
III. OBJECTIVE(S) OF THE CAMPAIGN
The objective of our promotional campaign for Converse All-Star classic shoes is to re-introduce the shoe to the public as a historic relic. The shoes age and interesting past makes it something that a person would want to own partially because it would be like owning a piece of history. We would like the public to believe that when they buy this shoe, they are buying not only a piece of history but a story. With help of our logo “Sometimes in order to move forward, you have to take a step back,” we believe that the public will get a clear understanding that these shoes are rare and are not only cool because of their look, but also because of their exclusiveness.
Another factor that we wish to display to the viewers is how these shoes are comfortable and are great shoes to enhance your game on the basketball court. Originating as a basketball shoe, we would like to stick with that same basic concept in our larger advertisements. The shoe is proven with its flexible sole that it has great potential when used in running and jumping. Not only are these shoes great sport shoes, but they are also comfortable for casual walking and running. We do wish to have ads displaying the shoes as being worn by everyday people, whether they are out grocery shopping, or they are walking down the halls of a school. It is the divisibility of these shoes that makes it so easy to created great promotional campaigns that will work!
Of course or primary objective is to allow Converse Brand shoes to get the most potential buyers possible. The Converse All-Star Classic shoe is a unique item that with the right promotional campaigning will be owned by many people all around the world. It with these great ideas that I believe we will be able to achieve this goal.
IV. IDENTIFICATION OF TARGET MARKET
A) Primary markets
Our primary target market for Converse All-Star shoes will be teenagers to adult’s ages 14 to 25. We chose this age range for our primary target market because of the interest teenagers and young adults have for fashion. We understand that people around this age, take pride in their appearance, and are looking for the latest item to set them apart from the rest of the crowd. We believe that Converse All-Star shoes are that clothing item that these trendy teens are looking for. Our shoe will be not only bought by people who are interested in the latest fashions, but also because of the useful ness of the shoe, and the reasonable cost of this item.
B) Secondary Markets
The secondary market we have decided on are children age 6 to 12. The reason we have created a younger secondary market range is because Converse All-Star shoes are very durable, and many parents buy them for their children because of the great comfort and support they supply to the person wearing them. Also converse shoes come in a variety of different colors and patterns which attract smaller children, and cause them to ask want them which in turn requires their parents to go out and purchase them.
V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN
Each advertisement involving the message that we wish to express will incorporate the old one into the new one. The first promotional idea that we have come up with is an exciting and new commercial. The commercial will begin with our logo appearing on a black screen in the Converse All-Star font. It will then switch to a black and white film of one of our main endorsers Dr. J. Dr. J was a famous basketball player in the sixties and would wear Converse All-Star shoes regularly on the court. Dr. J would be a great endorser because he fits in with our logo. He is an old basketball player who was believed to be the Michael Jordan of his day. Again after the logo appears on the screen a short fifteen-second clip of Dr. J performing an actual basketball play from one of his early games in the sixties with show, then directly afterwards it will switch back to present day with Dr. J walking down the street in a white suit with black Converse All-Star classics on. The original logo will then appear on the screen following Dr. J walking down the street. This ad allows the new saying to be used while incorporating the old. This commercial will appear on the television stations of MTV, VH1, ESPN, and FOX. We have chosen these T.V. stations because of their diverse viewers. By having a diverse amount of viewers it will be easier for us to get our message to a variety of people.
Secondly, we wish to have our ad run in many magazines. The add will be a black back drop with Dr. J in the same white suit as the commercial with his black Converse All-Star classics on and a basketball in one hand. The reason why the ad is so similar to the commercial is because we want to make sure that when you see Dr. J or a white suit with black tennis shoes, we want you to think converse immediately. The ad will run in magazines such as Rolling Stone, ESPN, and a variety of women’s magazines such as Seventeen, Elle, and Marie Clair. We also realize that we want males to buy this product as well, so that is why the ad will also be running in guitar magazines, and Rock and Ice.
Besides printed advertisements and ones viewed on television, we also wish to promote our product by sponsoring sporting and music events. By having our logo displayed at a Sonics game where hundreds of people will see, it should send the message that this shoe is basketballs past. Also by sponsoring concerts and different musical festivals, we will attract a different group of potential customers.
VI. BUDGET
The budget for our promotional campaign will consist of the expenses of the commercials on television, which ties in with a celebrity, magazine ads, internet, and the sponsored events. To begin, we averaged that for our commercial to run on the T.V. networks, and for the time slots that we wanted, we are going to have to pay $2,000 to $3,000 per commercial. Not only will we have to pay for the commercial to be run, but we will also have to pay for the commercial to me made, which in total will cost around $2,000 to $20,000 to produce. In order for the commercial to run as we designed, we have to also pay for Dr. J’s airplane ticket, room, and food expenses, which accumulates to over $100,000. Although this may seem like a large sum of money to pay only one person, this ad will be nationally run, and this ad will attract many people.
For our internet advertisements, it will cost $20 to have a specific URL link name, around $20 per hour the website graphic/web designer spends on the page, and around $60 for space on the internet. The graphic designer will need to switch the layout of the page every season in order for the site to be interesting for its viewers which are probably customers. Each layout changed will take around ten hours to finish. If there are four changes in a year, then the cost of hiring a graphic/web designer will cost around $800. Aside from the informational website of Converse, there will also be pop-up ads on search engine sites like “Google” and “Yahoo.” To purchase the web space on those sites, the cost will be around $300. That makes the total cost of $1200 for all internet advertising.
For the magazine ads, we are looking at a total cost depending on how many issues we run our ads in, and how large the ads will be. For a full-page ad, the cost will be around $450. If we wish to have our ad run in three different issues, our cost will end up being $1,888. Also our major league basketball game sponsorship will end up costing us around $50,000. The benefit is that our product name and label will be displayed in front of hundreds of people at the basketball game, and our brand will also be associated with basketball.
This chart shoes the dollars that will be spent towards advertising in the categories of Magazines, Television, Celebrity, Sponsorship, and Internet Promotional Advertisements.
VII. SCHEDULES OF ADVERTISING
For magazines, we will advertise the ads all year round because the shoe can be worn each season. The variety of styles and colors lead to a greater selection that can fit unique personalities and moods of the customers, especially in magazines that have a target market that is more towards women because style is something that is important for them. However, during the winter holiday season, we will have more ads because advertisements during these months will produce more sales.
For advertising on television, we will advertise all year round because the shoe is intended for year round wear. However, we will place more ads on during prime time because that is when the most people are watching television. Also, we will place some of the commercials on cable networks and other just on basic so that a wider variety of people will be able to see the ads. We will place the commercials on during sports like basketball.
Our sponsor, Dr. J will be paid a lot of money for his appearance in our television commercials. He is considered a celebrity and therefore will attract many people especially our target market to show interest in this shoe. He will be in all of the television commercials so he can somewhat become “the celebrity of Converse All Star Classics.”
During the NBA games, we will be sponsoring the teams throughout their whole seasons of winter and spring. We will put many posters up on the walls and will also hand out coupons for a cheaper price for converse All Star Shoes. The fans at the NBA games will probably be fanatics of the game and therefore want to be similar to a basketball star. Our image at the NBA will give a feel of belonging and quality. The fans will feel as if they want to be with the game and since converse All Stars are the classic basketball shoes, it will be a great attraction.
Internet advertising will also be used in this promotional campaign. The majority of people have access to an internet either at home or somewhere else that is near. Pop up’s may be annoying to almost everyone, but they get their message across and the product they are advertising is easily noticed from the small ad. Internet advertising will be running on websites year long. However, when there is a sport going on in a particular season, the website pertaining to those sports will have more ads about Converse on them because of the excitement of the sport.
VIII. SCHEDULES OF ALL SALES PROMOTIONAL ACTIVITIES PLANNED
A) Marketing Education
For customers to have a better understanding of the Converse All-Star Classic Shoe, NSD will create a pamphlet of information. The pamphlet will be filled with information about the structure of the shoe and background information about the company of Converse as well. These informational pamphlets will be located at Converse All-Star Classic retailers for consumers and customers so that they are easily accessible. The pamphlets will be available all year round so that the customers can learn about the comfort, design, quality, and styles of each, individual type of shoe.
B) Accessories and Apparel Merchandise
Aside from Converse All-Star Classic shoes, there will also be accessories and apparel available for purchase. All the apparel will have a logo of the Converse Classic brand on it which is the circle with the word Converse inside of it. The sweatshirts will have the logo in the center of the sweatshirt so it stands out. Also, since we sponsor teams on the NBA, the posters for many NBA stars will have a branding of Converse in them, whether it’s located in the background or printed clearly in a corner. There will be matching shirts and hats to go along with the apparel and accessories as well. These will be branded with the Converse All-Star logo as well. Key chains will come free with purchase of a shoe and it will have the branding as well.
IX. STATEMENT OF BENEFITS TO YOUR CLIENT/CUSTOMER
NDS Advertising will dedicate itself to informing customers to the best of our abilities. We will provide the sources and materials we view necessary for this advertising campaign to be as successful as possible. The quality of the advertisements are of the highest standards made by highly trained professionals for each specific category. NDS will reach our objectives of increasing sales, increasing profits, more website views and customers inside retail stores, and customers that are comfortable and happy with the advertisements. NDS will also follow up with customers and consumers about the effectiveness of the campaign that we have provided. All of us at NDS including the employees and employers are confident for a successful advertising campaign for Converse All-Star Shoes. We are positive that the management of Converse All-Star Shoes will be pleased with the results of higher sales and income from this advertising campaign.