prad 256 final project

7/23/2019 PRAD 256 Final Project

1/21

NIKE: JUST DO IT1

Internal MemoThis proposal presents our idea to promote our latest products to not only college student athletes

but also to older adults. We have created campaigns to promote not only the style of our products

but the comfort and performance level, but also to a brand new audience who I know are just

dying for our attention. The proposal that we have come upon have created the ideas that are to

come with these new campaigns, and the outcome that will be seen if everything goes as

planned.

Incorporated within these pages, you will experience all the right reasons that Nike shoes interest

to target older adults. ou have older adults who work long hours and also try to fit working out

into their schedule at the same time, with trying all these new diets and things like that to stay in

shape. Now we all know that working out is one the hardest things do to, but these adults can not

only feel good about themselves. !ut also look good while doing it too" If there are any

#uestions, feel free to contact me. I hope you enjoy these ama$ing ideas that we have created and

I appreciate you taking the time to look at our proposal.

Thank you.


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NIKE: JUST DO IT2

Nike Legendary Meets Necessary 2014

%trategic Writing &roposal&repared for' (ebra !ethard)*aplick

&repared by' +arsha &endilton

November -, -/01


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NIKE: JUST DO IT3

Table of Contents02 3xecutive %ummary-2 *ompany &rofile

2 %tatement of &urpose12 4oals, 5bjectives, %trategies, Tactics62 %ituation 7nalysis

)!rief paragraph)*urrent brand image)(esired brand image)%W5T 7nalysis

82 9ey +essages:2 7dvertising %ection

)&roduct 9ey ;actors)(irect *ompetitors)Indirect *ompetitors)%upporting 3vidence' The &roof


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NIKE: JUST DO IT4

Eec!ti"e #!mmaryNike has done an outstanding job in advertising and marketing their products. Nike was once justtwo men trying to make better shoes. This turned into one of the largest and most successfulcompanies in operations. It all came about in 0=81 with 5regon track coach !ill !owerman andmiddle distance coach &hil 9night.

Nike has done everything that needs to be done with taking the right steps in advertising andpublic relations. In order to take all of our products to the top we all work non)stop to makeevery loyal customer satisfied in everything we do. Whether it be from our campaigns, T>commercials, bill boards, in all the stores, and etc... We take pride in every single step it takeswhen it comes to our shoe line, gear line and gadgets no matter what age group you come from.5ur customers are our ?0 priority and what they need we are there to help 0//@.

The statistics of Nike are just beyond incredible. 5ur revenue worldwide is A-:,:==m with thenet income worldwide of -.8= million starting from -//6 to -/01. In North 7merican aloneNikeBs footwear is :.1=6 million dollars. With a total number


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NIKE: JUST DO IT5

Nike has been the leading shoe industry not only in just the Dnited %tates but also other parts ofthe world too. The great success that has come from this companies business has made it beyondpopular. Nike has become very popular with college students and also teenagers and we knoweveryone always wants to stay up to date with new styles and trends. %o do us" Now I know notevery college student or teenager has the money to buy that new shoe that has come out every

year, but thatBs is where our different designs and shoe styles come in handy. With that being saidwe work hard and with some of the best individuals. To not only create what we think you wouldlike, but what we know you will love.

Company Roots

Nike is now one of the largest and most successful companies in operation, was once just two

men trying to make better shoes. It all came about in 0=81 with 5regon track coach !ill

!owerman and middle distance coach &hil 9night. Ee founded !lue Fibbon %ports and

originally started distributing running shoes out of the back of his &lymouth.

+eanwhile, !owerman was on a continuous #uest for lighter, more durable running shoe, but

what we have manage to create today just from that is beyond remarkable. We have every shoe,in every shape or comfortable level that you need. To think that it all started from two men who

just wanted better running shoes for their athletes. That not only turned Nike into a successful

corporation, but also one loving, caring and hardworking businessCfamily.

Overview

We believe diversity and inclusion innovation. If done effectively, managing diversity and

working together can lead competitive advantage. Nike re#uires a broad base of suppliers that

positively reflect the world in which we live and work.

Our Work

Nike, Inc. fosters a culture of invention. We create products, services, and experiences for

todayBs athletes while solving problems for the next generation. The Nike 3xplore Team is

philosophically and physically at the heart of the NI93, Inc. World Eead#uarters in !eaverton

5regon. It all began in a small lab in New Eampshire more than / years ago and has grown into

a world class research facility. *arrying on the traditions of NikeBs original sport researcher !ill

!owerman the lab continues to deliver proven scientific insights that help drive performance

innovations across the Nike brand.

Message

5ur greatest responsibility as a global company is to play a role in bringing about positive,

systemic change for workers within our supply chain and in the industry.

http'CCabout.nike.comCpagesCcompany)profile
http://about.nike.com/pages/company-profilehttp://about.nike.com/pages/company-profile


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NIKE: JUST DO IT6

#tatement of %!r$oseNike is in the lead of top shoes in the industry and around majority of the world. This company

has worked very hard to be where we are today and are still striving to be better each and every

day. We know that everyone has a certain type of style and comfort that they like and Nike is

here to assist you with any #uestions because we want our customers to feel satisfied. 7s a

company we want to inspire our customers with not only our products, but also with our support

that they deserve.


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NIKE: JUST DO IT7

&oals' (b)ecti"es' #trategies' Tactics

&oal*Increase the companyBs brand awareness and familiari$e the older population withNike products whether it be our shoes, gear, or gadgets.

(b)ecti"es*

0. Increase sales in ages /)6/ by [email protected]. Increasing the amount of customers who have an account with Nike by 6//.. Increasing the amount of followers by 06@ on Nikes Instagram and twitter accounts.

#trategies*7s a company we know that we have the attention from professionalCcollege athletes along with

college students and younger adults. In order to catch the attention of older adults, we need to

present more advertisements toward this targeted audience while also still promoting and giving

endorsements to athletes. We are going to make older adults feel as if our products were made for

them as well as making it easier on them day by day.

Tactics*

We are going to create more advertisements that appear more to older adults and use older adults.

!y utili$ing more advertising in newspapers or maga$ines such as USA Today, the New York

Times, and ast!ay"

#it!ation +nalysis


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NIKE: JUST DO IT8

!riefing' The situation that this plan will address is our current brand image now. Gust explainingwhat kind of audience that we approach and advertise too. While also giving you all ideas ofwhat our line of shoes are looking like and what new gear is coming soon. We will also beaddressing the desired brand that we are going towards within the next year or so. In our desiredbrand we want to keep the college students and professionalCcollege athletes as our audiences,

but also broaden out to older adults as well. !y this we plan on creating new ideas along withnew campaigns to let the older adults know that we have just what they need too.

C!rrent ,rand Image*&erformance, aggressive, much innovated, and for winners.

-esired ,rand Image*To not only be defined as another one of those shoe companies, but asathletic and ;itness *ompany.

#.(T +nalysis

Strengths Weaknesses 3ndorse in star athletes

>ery competitive

Eas great leadership

%ame design as other companies.

&rices of products

+ajority of the company is

becoming footwear all over again.

Opportunities Threats +ore fashion sense

*an go global with the brand

4et sponsored by universities and

pro athletes.

>ery smart competition

*annot control the retail

Eaving the same style as other

competitors

/ey Messages1 Nike soes are "ery fleible for r!nning or alking


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NIKE: JUST DO IT9

)With this message, we want our customers to feel comfortable while in ourshoes whether it be running or walking. We want to them to be able to trustour company in everything we provide.

2 Nike soe is for atletes and older ad!lts o stri"e to

ork ard' fast' and )!st do it) The key words to this message is GD%T (5 IT. No matter how hard that otherperson may have worked or how long at the end of the day you need to GD%T (5IT because it is your mind and body.

3 Nike $ro"ides a ne feel to footear it o!r different

ty$es of soes

We want our customers to feel comfortable in any pair of our shoes that theymay want purchase or want to check out. If they do not we will do everything wecan to make sure they do or another style of our products works for them too.

4 Nike not only $ro"ides fleible footear b!t also soft'

stretcable gear for anyone of any ageNike products are not just for looks but also to make you feel good while lookinggood. We have all the gear you could possibly think of, for any type of weather.7s a company we want these people to feel comfortable in our shoes as well asgear.

+d"ertising #ection


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NIKE: JUST DO IT10

%rod!ct /ey 5eat!res*

The designCstyle of the shoe.

Individuals like the fit or comfort of the shoe.

5ne of the topCbest shoe companies in the world.

They create a bigger and better brand for the company by using celebrities. Hmaking high)#uality running shoes or shoes in general2

They have been able to create a huge market with their #uality products.

-irect com$etitors and brand images*

(irect competitors are companies like Dnder 7mor, 7didas, and &uma'

Dnder 7mor' The target audience was more of a male)dominate atmosphere and now

they are trying to brand out to more women now.

7didas' The brand image for 7didas is to become the global leader in the sporting goods.

&uma' The brand image for &uma is more of a hip, cool, and trendy brand that is trying

to lead the way.

Indirect com$etitors and brand images*

%perry Top sider' This brand image is perceived as more of a preppy image for

individuals in a country club or etc

>ans' This brand image targets majority of audiences that love to skate board and

hipster people.

Te s!$$orting e"idence* te $roof

We are going to focus on more of a flexible, comfortable shoe for every sport

or individual who wears Nike. %triving for a better performance and innovation for not only the company but

also for the benefits of the athletes and environment.

+aking athletes stronger, faster, and better with less impact.

+aking every performance easy and satisfying while not only feeling good

but looking good too.

Cam$aign Timeline&ublicity *ampaign Timeline

&roduct name' *ustomi$e NI93i(


11/21

NIKE: JUST DO IT11

Target Jaunch' Ganuary 0, -/06

%tart date' %eptember -6, -/01

Tactic %tart (ate 3nd (ate Jaunch (ate

/ second T> ads %eptember -6, -/01 Ganuary 0, -/06 Ganuary 0, -/06

&rint ads 5ctober -, -/01 Ganuary 0, -/06 Ganuary 0, -/06

8/ second T> ads 5ctober -, -/01 Ganuary 0, -/06 Ganuary 0, -/06

5rgani$e launch

parties

(ecember 0, -/01 (ecember 0, -/01 Ganuary 0, -/06

*onfirm launch party

locations

(ecember 0, -/01 (ecember 0, -/01 Ganuary 0, -/06

In)store clips (ecember 0, -/01 Ganuary 0, -/06 Ganuary 0, -/06

Eold release parties Ganuary 0, -/06 Ganuary 0, -/06 Ganuary 0, -/06

Jaunch product Ganuary 0, -/06 Ganuary 0, -/06 Ganuary 0, -/06

Cam$aign ,!dgetTotal 3stimated !udget for -/01 launch' -0.8 billion

+cti"ity ,!dget

7dvertising campaign A06 million


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NIKE: JUST DO IT12

&ublic Felations campaign A0.1 million

%ponsorships Cendorsements A 0.1 billion each year

+edia relations A0 million

(irect marketing A-.< million

Total' A-0.8 billion

Concl!sion*7s a corporation we want to sincerely thank you for taking the time out of your day to consider

our proposal. We believe that the creative ideas that we come up with as a company truly benefit

not only us but our loyal customers as well. 7s a top leading industry we can only hope that you

will begin this ama$ing journey with us and continue to maintain NikeBs leading spot. If you


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NIKE: JUST DO IT13

have any #uestions or concerns, please contact us directly and we will be glad to assist you the

best we can.

+$$endi&itch Jetter

%tandard News Felease) &rint

%ocial +edia) 5ptimi$ed News Felease

T> 7d %cript

Fadio 7d %cript


14/21

NIKE: JUST DO IT14

&roduct ;actC%ell %heet

%itc LetterTarget +edia' 7 traditional print reporter

Ei 7dam,

Individuals across the nation are filled with young adults who have a very strong creative side

and who never really get to show it. We have all been in this position before, afraid to actually

get out there and go for our dreams. We all know that confidence is everything these days and

this is exactly what Nike has to offer for these young adults.


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NIKE: JUST DO IT15

I wanted to let you know about an upcoming campaign and event starting Nov 0/ thuntil (ec 0/th

all over Nike social media. 3ver dreamed of designing your own shoes, shirts, or etcK Well

what if you can make those dreams come trueK Now you can get the chance with NikeBs new up

and coming contest to design one of your favorite pair of shoes. (onBt miss it"

Nike is sponsoring the top three individual contest winners on Ganuary 0stafter our judges have

seen every shoe that has been entered. *ontest like theses make dreams come true and this event

is where you can shine and show the world what you are made of. Not only as a person but as an

artist that not yet been able to show the world there artistic ways, this is an international event,

because we want to see what the whole world has to show us.

We want you to be the first to share this event and upcoming campaign with the world. We

believe in this campaign and we also believe in you. %o I would like to offer you to be a part of

this great event and campaign because we appreciate your work and have always admired

everything you do. If youBd like any additional information, just let me know. IBll check back

early next week to see if you would like to join our group in this ama$ing journey.

ou will love it"

+arsha

#tandard Nes 6elease

;or Immediate Felease

November =, -/01

Nike La!nces Legendary Meets Necessary Cam$aign

+arsha &endilton has created a new idea for launching Nike -/01 shoe wear.


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NIKE: JUST DO IT16

Nike will host a few campaigns around universities starting Nov. 0/thuntil (ec 0=th. The

event is just to inform the college students what Nike has been up too and how hard these

workers have been working.

LI have come up with the idea to have a contest in (ecember and have any individual who

would like to enter, create or design a pair of their favorite shoes from Nike,M &endilton, the

*35, said.

The contest will begin at 0 p.m. We will be posting the instructions and pri$es you will

receive on all of our social media sites.

7nyone age of 0< and older may enter.

LNike is always excited to get our loyal customers and new customers involved in our new

projects,M said +arsha &endilton, *35.

;or +ore Information

NI93, Inc. *orporate Information

17003448493

:am ) 1pm &T,

+on ) ;ri

NikeInc.com

#ocial Media 6elease
http://nikeinc.com/http://nikeinc.com/http://nikeinc.com/


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NIKE: JUST DO IT17

Nike (!tbreak2014

WWW.Nike.comNike New %tyles in 3very %port HDpdated Fegularly.2

Nike La!nces Legendary Meets Necessary Cam$aign

Win in any conditions

4et closer to the game HNike N;J2

5ur latest looks, innovations and warm layers for the season ahead.

http'CCnews.nike.comCnewsCNike)evolves)just)do)it)with)new)campaign

Nike inspires there loyal viewers and customers to push themselves and strive to reach newgoals. The film begins with words, L7ir >% Water, (arkness, and *oldM. Then ends with, L!e

%een, !e Worn, and !e (ry.M (ifferent challenges and situations emerge, each audience member

to push themselves to new limits.

6elated Links*

www.Nike.com

https'CCwww.youtube.comCuserCnike

https'CCtwitter.comCNike

http'CCinstagram.comCnike

https'CCwww.facebook.comCnike

T: +d #cri$t
http://www.nike.com/http://news.nike.com/news/Nike-evolves-just-do-it-with-new-campaignhttp://www.nike.com/https://www.youtube.com/user/nikehttps://twitter.com/Nikehttp://instagram.com/nikehttps://www.facebook.com/nikehttp://www.nike.com/http://news.nike.com/news/Nike-evolves-just-do-it-with-new-campaignhttp://www.nike.com/https://www.youtube.com/user/nikehttps://twitter.com/Nikehttp://instagram.com/nikehttps://www.facebook.com/nike


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NIKE: JUST DO IT18

Title' Nike Image 7d*lient' Nike Inc. *orporationsJength' / seconds7ir (ates' Gune 0) 7ugust 0

W%)Nike Inc. *orporations H'/62 +D%I*'

+%) %eeing the people that put in hard workto keep Nike at the top. H'/12

*D) The people faceBs smiling at the scene.H'/2

+%)The individuals strategi$ing. H'/-2

W%) 3ntrance to Nike Inc. *orporations H'/12

+%) Individuals collaborating in an ovaloffice. H'/12

*D) The designers working with theshoemakers. H'/2

*EF5N H*entered in the lower)third of theframe2' Nike Inc. *orporationsC 0)


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NIKE: JUST DO IT19

Title' 4ame 5n"*lient' Nike Inc. *orporationsJength' / seconds7ir (ates' Gune 0) 7ugust 0

%;' %ounds of people playing sports.H3stablish, then fade2

7NN5D*N3F'

%;' %ounds of people cheering.

+D%I*' Dpbeat H3stablish, then under2

7NN5D*N3F'

7NN5DN*3F'

%;' %ounds of people cheering. H3stablish,then fade2

7NN5DN*3F'

3veryone has that favorite sport or pair oftennis shoes that they just cannot live withoutrightK

ItBs time to visit NikeBs website. Why go toany other store or website when you can getpersonal attention from people who knowyour styleK With NikeBs team we will makeyou feel better than ever with those brand newshoes on your feet and favorite team on yourback.

7sk your peers at Nike corporations aboutNike and all the different styles.

GD%T (5 IT"

+D%I*'H;ade, out at -=2

? ? ?

%rod!ct 5acts;#ell #eet


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NIKE: JUST DO IT20

Mission*

NikeBs mission is to get individuals to actually understand how far the brand has come and why

we strive to be ?0 in industry.

!ring inspiration and innovation to every athlete in the world. HIf you have a body you are an

athlete.2

http'CCabout.nike.comC


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NIKE: JUST DO IT21

prad 256 final project

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