Assignment:
Follow the below outline and Create a 3-5 pages about Vans campaign and don't forget to do one ads for the company like the example.
Promotion Plan
Winter 2018
Campaign Name and Type:
"Vans: who we are" integrated
Planned Launch Date:
June, 16, 2018
Situation Analysis (examine factors in the environment)
Athletic footwear is trending. Active, busy lifestyles.
Competitors: DC, Nike SB, DVS, Etnies, Emerica, Circa, Osiris, Adidas
Snowboarding Competitors: Burton, K2, Evo, Ride, Thirty-Two, Adidas, DC, Flow, Nitro,
Surfing Competitors: Hurley, Billabong, O'Neill, RVCA, Speedo, Body Glove, Sanuk, OluKai, NRS, Reef, Wiredsport, Under Amor, Reef, Rip Curl
Primary Purpose or Marketing Objective:
From the SWOT analysis above, select an opportunity you want to pursue that can involve promotion. What is the main outcome you intend to achieve? This must be a SMART objective (specific, measurable, achievable, realistic, and time-oriented).
The opportunity that we want to pursue is develop a new product to enter the market. The new product will require promotion in order to create awareness of its existence and features in the market. Increase market share, and create a new competitive position.
Who is the target market you intend to reach? Complete the Target Market Persona below
What are the specific marketing activities (tactics) for the campaign? How will you execute each tactic? What materials will you require to execute the campaign (printed materials, email designs, copywriting or design work)?
What are the key points you want to communicate in this campaign? Be sure to apply concepts about messaging from the textbook. What is the appeal and objective and why?
Vans versatility, products that are non-traditional. We are trying to get customers away from the evoked product line.
Also the appeal in this message is to assure our customers the provision of high quality product at reasonable prices.
What is the desired buyer response? How do you want the buyer to feel when he/she sees this campaign?
What do you want the prospect to do after seeing your campaign?
How will you follow up on prospects who do take action?
How will you follow up on prospects who do not respond to the campaign?
What is the chronology and timing of the required action steps and dates for completion?
Attachment:- Promotion Policy Final Project.rar