KEDSMAX

Kate Blackburn, Kelly Larson, Emily Rizik, Greta Spangenberg

Table of Contents

Introduction 2

Research 3-5

Creative Brief 6

Media Release 7

Print Advertisements 8-9

Web Advertisements 10-12

Outdoor Advertisements 13

Social Media 14-17

Table of Contents Page 1

Plus Communications was started in 2011 with the goal to offer more than just

traditional, one-dimensional client services. Founders Emily, Greta, Kate and Kelly

wanted to offer more. Not merely public relations services or advertising services, but

both. Thus, Plus Communications was born, providing public relations plus advertising

capabilities.

We here at Plus Communications excel at providing high caliber public relations

services and developing advertising campaigns which deliver results. Our client

centered vision allows us to stay focused on what really matters – your business. Our

boutique sized firm isn’t afraid to get personal with your business and is dedicated to

delivering the value you deserve. We pride ourselves on finding innovative, practical

approaches to help you reach your public relations and advertising goals, efficiently.

With Plus Communications you can expect efficiency plus innovation plus due diligence.

After all, at Plus Communications we give you more.

The Keds Brand

Keds is a timeless brand that is an icon of the American style. Keds have been around

since 1916, when the original Keds Sneaker was first introduced. Just about every

American has rocked a pair of reliable, comfortable Keds. The Keds brand has come to

represent the “premise of possibility” and the American lifestyle. Keds provided support

on the tennis court in the 20s, and the basketball court in the latter half of the 20th

century. The Keds shoe has always promoted healthy feet and performance with its

inside cushioned sole and rubber bottom that provides shock proof support. With a

strong history of performance, Keds is all about moving Americans forward. Americans

believe in Keds.

Introduction Page 2

Market Research

Research provided a better understanding of the consumer as well as their perceptions and experiences with running shoes as well as the Keds brand. Purchase History: Most runners do not understand the difference in athletic shoes. Consumer demand, marketing, and the complexity of running shoe design have proven to influence their purchase decision. For example, runners often buy shoes based on brand loyalty, style, or celebrity endorsements. Price is the last criteria they use when buying athletic shoes. Buying Characteristics: Our research proved they rate comfort and quality as the primary attributes they look for in a shoe, with stability and fashion trailing right behind. In fact, if a shoe clearly demonstrated to be superior in minimizing damage to feet, legs, knees, and back, they would buy it over all other shoes, and would even pay more for it. Market Analysis: Running-related injuries are among the most frequent reasons for primary care visits. An October 2007 poll from Consumer Reports National Research Center found that the average American woman has 19 pairs of shoes, however only four pairs are worn regularly and 43% have been at least moderately injured by their shoes. Competitive Analysis: Under Armour entered athletic footwear with the help of technology, such as rapid prototyping, which tested that the “cartilage” of the shoe will properly absorb shocks and provide independent suspension when the foot hits the ground. Major footwear players such as Nike and New Balance are the major competitors within this segment market with the same kinds of protocols and technologies. Consumer Analysis: In response to continued consumer interest in health and wellness, brands are making health claims to differentiate themselves in the market place. High-technology and design innovations such as rounded soles and heels, extensive cushioning and contoured shapes have proven to relieve back pain and offer benefits such as improved posture and posterior toning. Product Analysis: Several brands have introduced athletic shoes each with their own innovative technology that claim to reduce damage to the feet, back, and legs. However, uses shock-absorbing technology developed as part of the space program. It is clinically proven to absorb shock better than foam technology used by competitors. In tests by 10 leading university track and field programs, athletes wearing the new Keds shoe had 35 times less injury to their legs, feet, and back than the leading selling running shoe made by well-known athletic shoe manufacturers including Nike and New Balance.

Market Research Page 3

Target Market Profile: Our target is men and women between the ages of 35 and 55 with an interest in health and wellness. Within that market segment we will target recreational to professional runners who currently suffer from common running injuries, particularly shin splints, back and knee pain, and arthritis.

is a running shoe for health conscious women and men ages 35-55 who are concerned with increased risk of injury caused by jogging and running. Having already experienced their prime fitness years of their 20s and 30s, this age group is simply looking to stay active, without having to deal with the strenuous injuries jogging and running can have on a slightly older body. Due to their age, this group is especially susceptible to back injuries and knee osteoarthritis. The first attack of low back pain typically occurs between the ages of 30 and 40. Back pain becomes more common with age, and it is one of society’s most common injuries. In a 3-month period, approximately ¼ of U.S. adults experience at least 1 day of back pain. Women are only slightly more likely to experience back pain. 85% of people have experienced back pain. Knee pain also increases after an individual has passed their prime fitness years. Knee osteoarthritis affects nearly 10 million adults. Approximately 15% of 35-year-olds suffer from it. 70% of individuals who experience chronic knee pain are women. Additionally, just as a runner or jogger of any age, this age group is also vulnerable to shin splints. As much as 20% of all running injuries have been attributed to shin splints. Positioning Strategy: Keds is an established brand and our new product combines comfort with innovative shock-absorbing technology to ensure nothing keeps our runners off the road. Shock-absorbing footwear is a growing segment within the athletic shoe market because of the increase of injury seen in older people who run. The goal of our campaign is to educate our target age group about the importance of buying running shoes that provide support so they become more aware of the benefits of our product.

Market Research Page 4

Sources

Brevard Team in Training. http://www.brevardtnt.org/Shin%20Splints.htm. August 28

2007.

Consulting, Cogitamus. The Global Footwear Market: Athletic and Non-Athletic Shoes.

Rep. Packaged Facts, 2009. Business Source Complete. Web. Fall 2011.

Leboeuf-Yde, C. & Kyvik, K.O. (1998) At what age does low back pain become a

common problem? A study of 29,424 individuals aged 12-41 years. PubMed. January

15 1998.

Main, Emily. “Self-care Strategies Put Knee Pain on Hold.”

http://www.rodale.com/osteoarthritis-knee-pain.

National Institute of Arthritis and Musculoskeletal and Skin Diseases. National Institutes

of Health, U.S. Department of Health and Human Services.

http://www.niams.nih.gov/Health_Info/Back_Pain/default.asp#4. July 2010.

Quinn, Elizabeth. “Running After Age 40 – How to Prevent Injuries and Improve

Performance.” About.com Guide.

http://sportsmedicine.about.com/od/runningworkouts/a/Runafter40.htm. May 30 2008.

Virginia iSpine Physicians. http://www.drmichaeldepalmamd.com/mdnews.php.

Market Research Page 5

Creative Brief

Goal: Increase Keds’ share of the running shoe market with the introduction and

promotion of .

Audience: Active women and men 35-55 year-olds concerned with running-induced

injury, such as back and knee pain and shin splints.

USP: has a uniquely designed supportive sole that is a combination of the newly

developed space material and our classic rubber bottom. It absorbs the shock of impact

as your feet hit the ground, effectively reducing the injury and stress that running causes

to your legs, feet and back.

Other benefits: is built with a new synthetic weave that keeps out moisture,

letting your foot breathe, and making it less vulnerable to irritation. Your foot is wrapped

in the lightest synthetic weave, and cushioned by the impact-reducing supportive sole,

ultimately providing you with the utmost comfort.

Call to Action and Tagline: Minimize injury. Maximize Performance.

Medium: Magazines most popular with our male audience: Men’s Health, Men’s

Fitness. Magazines most popular with our female audience: Women’s Health, Cooking

Light, Real Simple. Our web ads will run on the websites for each of these magazines.

Concept: A consumer in a shoe store is faced with the difficult task of purchasing a new

running shoe. He/She faces a wall of shoes, each of which is labeled with an injury

that can occur from running in a shoe that doesn’t provide maximum support. The

consumer decides on , which sits at the middle of the wall, as the center most

focus of the viewer’s gaze.

Creative Brief Page 6

News Release

For more information: Kate Blackburn (770) 639-2599

For Release: December 7, 2011

New Keds Running Shoe Proven to Reduce Injury in Athletes

Winston-Salem, NC – Keds announced today that in studies of the new MAX running

shoe, athletes reported a significant decrease in the amount of injury to their legs, feet,

and back. The studies showed that the shoe reduced stress and damage on all parts of

the body that running typically causes.

The tests were completed by 10 leading university track and field programs including

Texas A&M, the University of Florida, and the University of Arizona. Results showed

that athletes had 35 times less injury when wearing KedsMAX than when wearing shoes

made by other leading athletic manufacturers.

“This was a study I didn’t mind participating in,” said Texas A&M athlete Hayes

Wilkinson. “I was pleasantly surprised by the support KedsMAX gave me when I was

competing.”

The secret to the success of these shoes is a new material developed as part of the

space program. It has been combined with rubber in the bottom of the shoe to absorb

the shock of impact as the feet hit the ground. Additionally, Keds has developed a new

synthetic weave for the body of the shoe that keeps out moisture but lets the foot

breathe making it less subject to irritation.

“Keds has come a long way in its level of innovation and sophistication,” said Vice

President Frank Caruso. “The KedsMAX is certainly a shoe to try out if you’re seeking to

avoid injury while staying active.”

-End-

Press Release Page 7

Print Ad One Page 8

Print Ad Two Page 9

Our tower web ad features interactive elements that prompt you to roll over the wiggling asterisks. Each asterisk contains an injury statistic relevant to our target audience. (See following pages for examples)

Web Ad Page 10

Web Ad Page 11

Web Ad Page 122

Outdoor Ad Page 133

Social Media Page 144

Social Media Page 155

Social Media Page 166

Social Media Page 177