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Media Plan SC 4013 - Spring 18 Dr Media Plan SC 4013 - Spring 18 Dr. Bae - Group 3 (Vans) Aubrie Quinley Angelica Quishenberry Ashley Baker Brett Pilcher Destry Pollard Katzee Reese Rachel Reames Table of contents Executive Summary......................... 4 Situational Analysis.......................... 6 Brand History, Analysis of Marketing Objectives SWOT Analysis Categories Analysis Competitors Analysis Creative Brief................................... 14 Communication Objective Creative Strategy Promise Tone of Voice Tagline Scheduling of Campaign Sales Promotion Media Objectives, Strategies and 19 Rationales........................................ Evaluating the Media Plan.............. 29k References........................................ 31 Appendix......................................... 32 Executive Summary Background Vans began in 1966, founded by brothers Paul Van Doren and Jim Van Doren in Anaheim, California. The Vans shoes were made-instore to be sold for customers. The nickname, “House of Vans” was coined as a staple in the skateboarding community in the early 70s. As years went on, Vans established themselves as a brand of quality and integrity. With establishing their own venues as the “House of Vans”, a short film series, branding a music festival as the “Vans Warped Tour,” and many other recognizable feats, Vans has established itself as a well-known brand within the athletic footwear industry. Objectives With the introduction of celebrity endorsements and a new marketing campaign, Vans hopes to have an overall growth of five percent in the female casual athletic footwear industry in the first year. This will result in $100 million in additional sales for Vans. Considering Van’s opportunities for growth and unique brand identity, this media plan will make the objectives for this media plan obtainable. Target Audience This media plan will target women ages 18-34. Vans currently has a predominantly male consumer base. With this media plan we hope to grow the woman consumer base in the age range 18-34 and increase sales. This target audience is trendy and adventurous. Additionally, target audience values versatility and products that can adapt to their on-the-go lifestyle. Media Budget A $50 million budget has been allocated to this media plan. $24 million is allocated for the celebrity endorsements.. The remaining has been split between national and spot media. Spot marketing will be placed in five markets in the United States which currently perform well in Vans sales. 4 Campaign Details The #breakthewall campaign will run from April 2019 to December 2019. Typically, as the season changes consumers begin to shop for new footwear and clothing. By strategically beginning the campaign in April it will maximize sales. The new advertising will also allow for higher top of mind awareness. As the temperature rises so do activity levels. Individuals spend more and more time outside. The same applies to winter ending. We plan to utilize pulse spending, with continuous spending throughout the campaign. Pulse spending will occur during the holiday season such as November and December. Media Mix To begin the campaign, we will launch the social media aspects, utilizing the campaign hashtag #breakingthewall. As the social media campaign progresses, we will then launch our #breakingthewall contest in April. As the campaign picks up speed we will simultaneously launch our national television ads and magazine print ads. We will run these frequently April through August. The frequency of these commercials will decrease as the campaign continues. Banner ads, targeted website ads, paid social media and sponsored content on online streaming sites (Pandora) will be the focus of the digital marketing. The campaign will increase intensity closer to the Christmas holiday in the months of November and December. Spot market media spending will feature more reach and frequency of the existing media mix. Sales Promotion To increase earned media, Vans will run a 2 month competition, April through May. The contest will consist of a competition of documentaries about how people are #breakingthewall in their Vans. To enter the competition, individuals will post their videos on Youtube using the #breakingthewall hashtag. The winner gets VIP tickets to the June 29 Las Vegas leg of the VANS Warped Tour occuring June through August. The Warped tour is is a traveling rock festival that has toured the United States annually each year since 1995. It is the largest traveling music festival in the United States, and is the longest-running touring music festival in North America. 5 Situational Analysis Brand History VANS is a company with a history dating back to 1966. Founded by brothers Paul Van Doren and Jim Van Doren with partners Gordon Lee and Serge Delia, the first store was opened in Anaheim, California in March 1966. On the first morning of sales, 12 customers purchased shoes which were made just earlier that day on the premises. The VANS shoes were uniquely made in-store to be sold to customers. In the early 70’s, the name “House of VANS” was coined as a staple in the skateboarding community. These skateboarders enjoyed the durability, rugged make-up and sticky sole to allow grip of their board. Vans become popular all over southern California. These were showcased for the first time in the windows of the Anaheim location. It wasn’t until 1976 that the VANS’ “Off the Wall” logo made its debut for the brand. In 1977, the now famous VANS Sidestripe also made its first appearance. The Sidestripe first appeared on the VANS #36, the Old Skools. It was originally referred to as a “jazz stripe” when it began as a random doodle of Paul Van Doren’s, but has become an unmistakable trait of Vans. By the end of the 1970’s, there were over 70 stores in California with sells being made through dealers both nationally and internationally. In 1982, the brand gained international popularity when Vans were worn in the film Fast Times at Ridgemont High by Sean Penn. However, in 1984, Vans was forced to file for bankruptcy. They were then court approved for re-organization and President Paul Van Doren informed all employees that they would most likely forfeit raises for three years and there would be major cutbacks in all areas except for in the quality of Vans shoes. In the late 80s, Vans emerged from their $12 millon debt and repaid all their creditors. The the first signature skate shoe was introduced. Vans also introduced weather resistant materials to footwear, labeled as the Mountain Edition. This boosted Vans to be able to go public on the NASDAQ stock exchange in 1991, offering at $14. In 1995, Vans sponsored the Warped Tour for the first time. Later, in 2001, Vans purchased controlling interest in what is now the Vans Warped Tour, the longest running concert series in America. In 1996, 6 Vans began sponsored the Inaugural Triple Crown of Skateboarding event. Vans also created the world’s leading action sports series with the purchase of the Triple Crown of Surfing. By 2000, the Vans Triple Crown Series included skateboarding, BMX, surfing, wakeboarding snowboarding, freestyle motocross and supercross. The series is broadcast annually on ESPN2. Vans alo opened the first 46,000 square foot indoor/outdoor Vans skatepark at the Orange Mall in Orange County. In 2000, Vans was recognized by Forbes as one of “America’s Best Small Companies for 2000.” Vans continued its success by entering the entertainment industry with assisting production of the 2001 “Dogtown and Z-Boys,” and the television broadcast of the Vans Triple Crown Series with NBC Sports and Fox Sports Net. Over the next decade, Vans continued to climb into success and establishing the brand within the shoe market. Establishing the Vans Warped Tour with cultural relevance, opening an exhibit within the Rock and Roll Hall of Fame and Museum in Cleveland, opening the House of Vans venue in Brooklyn, releasing multiple special collections, and expanding the brand globally with the opening of stores in locations such as Shanghai. In 2016, Vans celebrated 50 years of “Off the Wall” heritage with the launch of The Story of Vans campaign. They launched the Vans Pro Classics Anniversary Collection to cement 50 years of heritage, progression and success. In 2017, Vans launched its brand campaign This Is “Off The Wall,” defining the evolved meaning of the iconic slogan. The campaign brings to life what it means to live “Off The Wall” through a short film series. The series showcases individuals who inspire the brand through their creativity, authenticity and passion. This is our story. This is “Off The Wall.” 7 Analysis of Marketing Objectives: 4 P’s Price: One of the most popular, classic Vans shoe is the Old Skool. The classic Old Skool’s cost $60. The other popular Checkerboard slip-ons cost $50. One positive aspect regarding the brand is the relatively low price. Product: Vans The Old Skool, Vans classic skate shoe and the first to sport the iconic side stripe, has a low-top lace-up silhouette with suede and canvas upper with padded tongue and lining. Additionally it has the signature Vans waffle outsole. It is offered in 18 different colors. Place: Vans shoes are available in a variety of stores and online sites. Such as Zumiez, Journey’s, and the Vans store to name a few. Additionally, you can find them in large department stores such as Dillards. The shoes can also be found on the Vans website. The brand is international and these shoes can be purchased not only in the United States but other countries as well. Promotion: One of the most recent promotional campaigns by Vans was the global #LIVINGOFFTHEWALL campaign. It aimed to connect with young people interested in street culture through documentary films. For example, the documentaries followed the lives of everyday people such as a 14-year-old from East Los Angeles, two Californian boys who are getting a head start in rock and roll and a young black man in Russia who wants to build a community around pit-biking.
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