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By: Haley Albert

Table of Contents
Executive Summary ........................................................................................ 3

Problem ............................................................................................................. 3

Opportunities ......................................................................................4

Target Market ..................................................................................... 5

Objectives.......................................................................................................... 5

Execution ........................................................................................................... 6

Communication Strategy ................................................................................ 6

Creative Strategy ............................................................................................. 7

Budget................................................................................................. 8

Metrics ................................................................................................. 9

Works Cited ......................................................................................... 10


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EXECUTIVE SUMMARY
The Walk a Mile in Someone Elses Converse campaign is a fun, interactive and
innovative way for Converse to raise awareness for not just their product but also
their core values. A company's core values are exactly that, the core of how they run
their business, and raising overall awareness of these values can not only help them
boost their bottom line but it can also help Converse build meaningful relations with
their customers moving forward. This type of connection with their end consumer is
an invaluable way to remind existing consumers of their motives while also
attracting new users by educating them of what Converse stands for as well as what
they have to offer. Additionally, the campaign itself offers added value to all those
who attend as it acts as a catalyst within their own personal lives helping them meet
new people on campus and hopefully creating some long-lasting, meaningful
relationships.

PR BLEM
Identity is one of the most valuable aspects of a person. Its also one of the most
valuable aspects of a brand. Converse thrives upon its identity. Recently however,
they have been faced with the challenge of other firms trying to copy their products.
According to Converse, retailers selling imitation shoes have caused it substantial
and irreparable injury by eroding its famous brand name and confusing
consumers (money.cnn). To help Converse differentiate themselves and move
away from these retailers, Converse will take a new approach to increasing brand
awareness by focusing on a social problem that tends to be overlooked in our
society. Every day we are either the victims or portrayers of stereotypes, prejudice
actions, judgmental comments, bias behavior and so forth. While this problem in
society isnt targeted towards one specific group of people, we are going to focus on
this issue within college campuses around the United States. Emerging science
about brain development suggests that most people don't reach full maturity until
the age 25 (npr.org). For this reason, college kids have a more difficult time
accepting one another. Looking past a persons appearance, disability, language,
religion etc. can be challenging in a college environment. With that being said, we
feel that reaching out to primarily college aged students would make the most sense
in terms of who the target audience of this campaign should be. All of this somewhat
builds off of the idea of individuality and self-expressionthe two characteristics
that Converse identifies itself with. To help Converse maintain their unique brand
amongst competitors, our team is going to launch a campaign. It will support the
idea of accepting not just yourself, but the people around you for who they are. It
will also focus on taking the initiative to get to know someone before judging them.
Therefore, we call it the Walk a Mile in Someone Elses Converse campaign.
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OPP RTUNITY
The opportunity which we have identified is that most people on college campuses
are afraid/disinterested in getting to know others. Many make initial judgements
without getting to know a person. Our campaign aims to break the barrier across
college campuses of getting to know people as their authentic selves. Since the
1960s, Converse has remained a popular brand amongst the age demographic of
15-25 years old. We see this walk being an opportunity to spread awareness
amongst people of this age demographic. Along with increasing overall awareness
of Converse and this experience also intends to provide an increase in Converse
sales.

Trends toward Opportunity


We live in a fast-paced world that requires quick judgment all the time.
People are constantly judging others based on qualities such as appearance, faith,
employment, background etc. Converse wants its customers to feel comfortable in
their own skin. Their brand is known for embracing the culture of diversity and
thriving off of the idea of self-expression. Building off of this idea, we want people to
stop and think about what lies beneath the surface of another person. That is why we
are promoting a campaign that requires people to walk a mile in someone elses
converse.
Another trend is that people within the college demographic often are
struggling with self-expression and identity. Identifying this constant trend amongst
college students our campaign aims to jumpstart the social interactions amongst
those youth while simultaneously promoting the Converse brand. It is important to
us that people feel understood, especially on college campuses where our youth are
still learning about themselves as well as where they can begin experiencing issues
of self-identification.

Innovation
As a brand, Converse primarily focuses on accepting yourself. However, we
think that Converse would greatly benefit from a campaign that supports the idea of
accepting others. If people could associate the Converse brand with both
individuality and acceptance of others, we believe that this campaign has the power
to open peoples eyes to things that they may have been blind to beforehand in
addition to helping Converse grow as a company.
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TARGET AUDIENCE
The Walk a Mile in Someone Elses Converse campaign has three specific customer
profiles for their target market.

College Students: The campaign is targeting male and female college students
between the ages of 18 and 23. Within the college campus the Campaign is looking
for students from all different backgrounds
and races. Sororities, athletic teams and
clubs, religious organizations, theatre and art
lovers, etc.
Existing Converse Customers: The campaign
is also targeting their existing customers.
Aside from college students, this also consists
of high school students between the ages of
13 and 18, again, male and female from all
different backgrounds. Even though the
event takes place on college campuses, there
is no minimum or maximum age requirement
and any individual can participate at a
college campus near them.
Potential New Converse Customers: The
other customer profile that this campaign is
targeting is potential new Converse customers. People often associate the brand
Converse with artists and young adults. However, this campaign is trying to stray
away from this assumption and bring in a more diverse customer profile. This could
potentially consist of adults, athletes, celebrities, etc.

BJECTIVES

1. Increase sales for Converse through the promotions/discounts given at the


events
2. We aim to have 150 posts utilizing our hashtag via social media platforms
3. Our budget is to be kept under $200,000.
4. Boosting social interactions amongst college students nationwide
5. Increasing awareness of Converse core values while simultaneously
helping students/consumers identify with these same core values
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EXECUTI N
Event Date
Walk a Mile in Someone Elses Converse Campaign will take place annually
during the first weekend in September at 150 universities throughout the nation. It
will be a weekend long event, starting on Friday and ending on Sunday. Participants
may come and go as theyd like between 12pm and 2pm during each of these days.
We chose to host it on this particular weekend because it is the start of a new school
year and what better way is there to start off the school year than meeting new
people and making new friends?

Environment
Depending on the university, the one mile walk will take place around an
athletic track, nearby park, reservoir or just around campus. The purpose of the
campaign walk is to walk in someone elses shoes literally or figuratively. In other
words, participants are encouraged to walk with people that theyve never talked to
before and try to get a sense of who they are. The one mile loop can be walked as
many times as the participant desires. Throughout the walk, there will be question
signs placed around the course. The significance of these signs is to help
participants initiate conversation amongst one another. Converse will be having
brand ambassadors working at the event and organizing it. Aside from the walk,
there will be a Converse pop-up store selling shoes and other promotional items
such as campaign t-shirts, socks, bracelets, keychains etc.

Attire
While it is encouraged to wear converse, it is not required. It is also not
required to switch shoes with other participants. Although campaign t-shirts will be
available for purchase, we recommend participants to dress to express or in other
words, wear clothing items that you feel expresses who you are and highlights
aspects of your personality. For example, if youre on a sports team, you could wear
your team jersey. Or if youre in a sorority, you could wear your Greek letters.

C MMUNICATI N STRATEGY

Leading up to the weekend long event, Converse will be utilizing various


promotional tools to help raise awareness about the event. Our target audience,
which consists of college students, will be targeted from all different directions. Two
months prior to the event, shoe stores such as Famous Footwear, Journeys, Off
Broadway Shoes, Finish Line and so on will be placing event flyers on registers for
customers to take as well as sticking them into the customers bag with their receipt.
In addition, social media platforms will be used to target the potential customers. For
instance, the My Campus Story feature on snapchat will post campaign ads for
snapchat users to see. Brand ambassadors will create an event page on Facebook for
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each university to help get the word out. Converse will also sponsor Instagram ads
regarding the campaign and use Twitter to help get the event trending. Another big
promotional tactic that will be used is a voucher incentive. All participants who
attend the event will be receiving a $15 voucher towards their next purchase at
Converse.com. Not only will this reward the participants, but it will also benefit
Converse and help boost their sales. The final, and probably most important tool that
Converse will use for communicating their campaign is a smartphone app
specifically created for the campaign. This will be the primary way to register for the
campaign. Interested participants will be able to download the app for free, create
an account, fill out a short profile, and then have the option to upload their picture.
After this is completed, they will then be given a barcode. This barcode will be good
for one of two purposes. The first is that it will be used to get into the event and the
second is that it will allow participants to scan each others barcode so that they can
have access to each others profile and hopefully stay in touch!

CREATIVE STRATEGY

Our smartphone app called ConverseMile can be


downloaded to register and keep track of who attends
the event. It also allows you to scan a participant's bar
code and exchange contact information with them/check
their profile out.

Signs for the walk, will be placed around the one


mile course to help initiate conversation among
participants as well as get to know one another
better.

Shoe store fliers, will be used as an


informational tool to help spread the word
and reach out to the target market and recruit
those who are interested in participating in
the event.
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Converse voucher, will be a printed


promo for $15 off Converse.com. It will be
given to participants at the end of the walk
with the purpose of increasing Converse
sales and brand awareness.

BUDGET
Although we aim to keep the event as cost efficient as possible, we still need to
generate profit to cover initial expenses as well as offer additional value to Converse
for supporting this event. To do so, we plan to purchase T-Shirts for the event since
the profit margins are sufficient while they also act as mobile advertisements after
the event has taken place. This will allow us to raise an estimated $750,000 from T-
Shirt sales, netting a total profit of $700,000 subtracting the initial cost of the product.
As seen below in the expenses break down, these T-Shirt sales alone will generate
the profit needed to create the events while also providing Converse with profit of
their own.

Break Even Analysis= Total Cost - Total Revenue


Break Even Analysis= (50,000 + 15,000 + 50,000) - (50,000 * 15)

Cost-Benefit Analysis
EXPENSES ESTIMATED COST

Pre-Order T-Shirts $50,000


Social Media Promotions

Instagram Ads $15,000

Snap Chat Ads $10,000

Promotional Flyers $1,000

Application Design & Creation $15,000

Travel/Logistical Costs (transportation, shipping) $20,000


General Supplies (i.e. sign-in tables, signs) $2,500

TOTAL: $113,500
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METRICS
1. Nikes Converse line is forecast to almost double to $3 billion in annual
sales, the company said, from $1.45 billion in fiscal 2013. (Nike Sees $36
Billion by 2017, Web) We hope to incur a 4% raise in Converse lines
current revenues through voucher promotions, marketing at the walk, and
social media promotion.
2. According to The Ranking, Converse is ranked the third best sneaker
brand. (What Is the Best Sneaker Brand, Web) Our hope is that after this
campaign we can move into the second place ranking.
3. Our campaign aims to strengthen ties amongst universities and help
promote the Converse band within their markets. With proper
communication and etiquette we can easily achieve this metric.
4. Our success will also be measured through the number of people that use
the #ConverseWalkAMile hashtag. This campaign plans to gain at least
150,000 people sharing this hashtag over social media.
5. We will also measure the success of the campaign through increase in
social media presence. The campaign will increase 2.5% for Facebook from
36.6 million likes to 37.5 million, for Twitter by 3% from 987,000 to
1,016,610, for Instagram we will grow followers from 2.7 million to
2,740,500.
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W RKS CITED
"Brain Maturity Extends Well Beyond Teen Years." NPR. NPR, 10 Oct. 2011. Web. 12
Oct. 2015.
<http://www.npr.org/templates/story/story.php?storyId=141164708>.

"Nike Sees $36 Billion in Sales by 2017 on Apparel, Converse." Bloomberg.com.


Bloomberg. Web. 6 Oct. 2015.
<http://www.bloomberg.com/news/articles/2013-10-09/nike-sees-36-billion-
in-annual-sales-by-fiscal-year-2017>.

Petroff, Alanna. "Converse Suing Wal-Mart and 30 Other Firms over Copycat
Sneakers." CNNMoney. Cable News Network, 16 Oct. 2014. Web. 12 Oct.
2015.

What Is the Best Sneaker Brand? Web. 10 Oct. 2015.


<http://www.theranking.com/what-is-the-best-sneaker-brand_r3189#!>.