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Devon Gwin Meg Zimmer Glennie Janssen Atusa Peyjam Colleen Baker

Devon Gwin Meg Zimmer Glennie Janssen Atusa Peyjam Colleen Baker. Situation/Issue Analysis:. I ncrease awareness of Champion brand among college markets Sold in college stores, but target is unaware of brand Enhance standing among college students

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Devon Gwin Meg Zimmer Glennie Janssen Atusa Peyjam Colleen Baker

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  1. Devon Gwin Meg Zimmer Glennie Janssen Atusa Peyjam Colleen Baker

  2. Situation/Issue Analysis: Increase awareness of Champion brand among college markets Sold in college stores, but target is unaware of brand Enhance standing among college students Increase word of mouth mentions/recommendations among target

  3. Organizational Analysis: SWOT

  4. Facebook: • Virtual Gift • Photo submissions • Events • Opportunity to increase engagement beyond sales

  5. Twitter: • More interesting/relevant content • More activity • Use popular or trending #tags • #realchampion

  6. Positioning Statement: Champion athletic wear offers a full line of innovative, high quality athletic apparel as a viable alternative to more expensive brands for students that embody the qualities of what makes a real champion. 

  7. Publics Analysis: Desired: • Male and female college students • 18-30 • Active on Social Media (Facebook, Twitter, YouTube) • TV and Magazines • ESPN, Sports Illustrated Vogue, Elle, Cosmopolitan, Maxim • ESPN, Comedy Central, E!, MTV, Vh1, FX, TBS, Bravo, NBC, ABC, CBS, TNT • Educated • Physically active • On a budget • Tech-savvy • Smartphone users • Utilize WOM recommendations in purchase decisions Media and Non Media Connectors: • Smarter Fashion and Beauty Blog • Sports Unlimited Blog • College Newspapers • Campus Ambassador

  8. Survey Results: 91% likely to purchase based on WOM 48% of people surveyed said price was biggest purchase influence 65% of people surveyed would follow a brand if there were incentives on social media Favorite brand ranking placed Champion 5th out of 5

  9. Campaign Objectives: Awareness: Increase awareness of Champion brand among college students by 20% by July 2013 Acceptance: Increase traffic to and engagement with social media sites by 15% by July 2013 Action: Increase WOM mentions of Champion Athletic wear among college students by 10% by July 2013

  10. WHAT MAKES A REAL

  11. Strategies: Awareness: Highlight popular college locations and information resources in order to build awareness of Champion brand among college students. Acceptance: Foster relationships with college students and brand through social media channels and website to increase engagement Action: Leverage word of mouth mentions among college students.

  12. Real Champion Strategy Map

  13. Real Champion Acceptance Tactics: • The Real Campus Champ • Ambassador Program • 3 female per participating university • 6 campuses in pilot program • Apply for position through university internship program-video submissions promoting brand’s core values • Champion representatives screen applicants- finalists featured on social media sites, students vote • Individual blogs • Merchandise giveaways on Twitter Handle • Promote Champion on Campus Events • Finding “real” champions of the week Messaging: Use members of target audience to promote brand/brand values to wide social network on campus.

  14. The Real Campus Champion • 3 Rivalries- 6 Universities • IU & Purdue • Brown & Yale • University of Michigan & Michigan State • ‘The Real Champion Alumni • Ambassadors pick top 5 alumni athletes • Students vote through social media • Top 3 Rivalry champs win trip to Real Champion Fitness event

  15. Real Champion Awareness Tactics: • Blogger Outreach • Contact bloggers from different relevant interest areas to generate interest among readers • Brian Bennett, Jeff Washburn • Offer merchandise to be given away to readers • Campus Ambassadors individual blog- relay relevant and local photos, current events, and updates to be blasted online • Real Champion Moment • Bloggers choose top 3 favorite ‘real champion moments’ • Followers vote through social media • Customized Champion apparel Messaging: Generate positive WOM online to aid target in decision making process.

  16. Real Champion Blogger Fitness Event Gunnar Peterson in NYC Rent out David Barton Gym- Chelsea Send fitness bloggers and top campus champions to fitness event

  17. Real Champion Awareness Tactics: • Real Champion Fitness • Partner with Campus Fitness Centers • Offer Champion fitness classes throughout quarter • Emphasis on increasing athleticism, rather than competition- set back to school goals • Organized by Campus trainers and promoted by Campus Ambassadors • Merchandise give-aways • Incentive program Messaging: Promote values of Champion Brand locally at universities while increasing physical fitness of students.

  18. Real ChampionAction Tactics: • Social Media • “Like” pages to receive discount or other incentives from brand • Real Champion of the Week • Team Pride contest- photo submission • Winners displayed on brand’s social media pages Messaging: Parlay target’s heavy social media usage into interaction with brand on channels they already use frequently.

  19. Implementation

  20. Evaluation

  21. What Makes a Real ?

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