Converse Advertising Campaign DEC

Emanuel Ankrah
Rachael Gastelum
Dustin In
Simone Jenkins
Kristal Ranaldi
Alaysia Bragg-Miles
Kathryn Heller
Walk to Your Own Verse 1

A. Company Overview 3
B. Product Overview 4
C. Marketing Objectives 5
D. Competitor SWOT Analysis 6
E. Converse SWOT Analysis 10
F. Feature Analysis 13
G. Key Strategic Decisions 14
H. The Consumer 15
I. Geographic and Psychographic 16
Traits
J. Product Image and Personality 18
K. Target Profiles 19
L. Advertising Objectives 21
M. Advertising Strategy 22
N. Media Strategy 25
O. Print 26
P. Television 28
Q. Out of Home/Outdoor 30
R. Social Media 35
S. Message Strategy 39
T. Creative Brief 40
U. Other IMC Tools 43
V. Budget 46
Walk to Your Own Verse
Table of Contents
2

In 1908 Marquis Mills Converse founded the Converse Company in attempt to provide
customers with premium rubber footwear that would stand against the working conditions
of everyday life. The business was entitled the “Converse Rubber Shoe Company” that first
opened in Malden, Massachusetts, creating quality rubber soled shoes for the average
man, woman, and child. By 1910, the company was producing more than 4,000 shoes daily
to meet the heavy demands of the customers but it was not until five years later when
Converse started manufacturing shoes for athletic purposes. In the mid-20th
century, the
company was recognized as the leading manufacturer for men’s basketball shoes but its
products were also popular with iconic figures such as Elvis Presley and James Dean who
were big players among the music and film industry. Today Converse shoes can be seen
on both celebrities and everyday people who wear them not only for their comfort
practicality but also for their timeless and classic style.
“Our company was organized in 1908 fully believing that there was an earnest demand
from the retail sneaker dealer for a rubber sneaker company that would be independent
enough not to follow every other company in everything they do.” – 1913 Converse Catalog
Company Overview
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Converse has been manufacturing rubber-soled shoes since 1908 that were
created to withstand the working life of everyday people. It was not until 1917
when the company introduced the Converse All-Star model that was designed to
endure the hardwearing needs of the popular growing sport of basketball. In
1921, a basketball player by the name of Charles H. “Chuck” Taylor assisted in
improving and successfully promoting the All-Star shoes in which Converse later
incorporated his signature to the infamous logo that can still be seen on the
classic, high-topped sneakers today.
Although the company was the leading manufacturer for basketball shoes at the
time, its current identity shifted completely from being worn for recreational
purposes to a more fashion forward look. The company’s marketing target
consist of individuals who portray the independent and classic lifestyle in which
the shoes can be seen worn on artists, celebrities, and people alike.
Product Overview
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4

• The goal of this campaign is for
Converse to become the
number 1 choice for canvas
shoes in America over a 12
month period. We will
accomplish this by bringing
Converse All Star Chuck Taylors
to the top of the best selling list
in the canvas shoe category on
top shoe retailer websites. We
hope to increase Converse’
market share of shoes by 10%
Marketing Objective
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Competitor SWOT Analysis
(Toms)
TOM’s has been the main competitor for
Converse in the canvas shoe industry
since its introduction. It was founded in
2006, much later than the almost
century-old brand Converse, but has
gained market share quickly. Their
customers were initially drawn in with the
cause of providing those children in need
with shoes, for every pair purchased.
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6

Strengths:
TOM’s is a globally recognized brand that has a very strong brand awareness and
loyalty. Compared to some competitors in the canvas shoe industry, they are
relatively affordable, especially considering the cause. It has also developed such a
strong mission and cause-related marketing plan that many consumers are
convinced by just the opportunity to help those in need in developing countries.
Weaknesses:
TOM’s has a few weaknesses that are potentially holding it back as a brand. The
main problem is the price they charge for their shoes which while generally
affordable, can be preventing potential consumers from purchasing their product.
They also offer a greater range of styles and sizes online, some of which are
unfortunately considered unfashionable. Also, the overall quality of the canvas and
rubber-soled shoe is not comparable to the price the consumer pays per shoe,
especially considering the short life of such a shoe.
(Toms)
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Opportunities:
They have many opportunities available although they are such a successful brand.
With the growing popularity of the type of shoe they offer, many competing brands
offer similar products in more retail stores, even brand specific stores (such as
Skecher’s Bob’s). TOM’s should expand its distribution to be more competitive. They
can also expand the selection that is available in stores to be more comparable to
that online. Finally, although the brand is considered a global brand, more awareness
in other countries such as the UK could be beneficial.
Threats:
TOM’s main threat comes from other canvas shoe companies such as Keds, Vans,
and of course Converse. Their competitors do offer a lower-prices shoe which might
attract more consumers. Also, similar companies such as Free Trade also have
clothing donation to developing countries, whereas TOM’s only has shoes. There is
also the problem of more awareness about the Paez argentinian canvas shoe brand
that seems to have the been the blueprint for the TOM’s business plan.
(Toms)
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Key Problems and Opportunities:
TOM’s has a great following with its brand and mission to consumers, but only
offer a One-for-One donation in their help to developing countries. If it expanded
the apparel line to include clothing donations as well, their brand would grow
globally in awareness and popularity. They have great appeal to the “green” and
socially aware consumer and they could capitalize on that.
(Toms)
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Strengths:
Converse has a variety of different shoe styles for consumers to choose from. They are
a globally recognized brand because they have been around for so long. They were
founded in 1917 so they transcend over multiple generations. Their Chuck Taylors are
their most profitable and popular product so it holds hope for the brand. Since 2003,
Converse has been owned by Nike, giving them the support of a large and successful
brand.
Weaknesses:
Although Converse is a household name, there is not enough current advertising to keep
it at the front of the consumer’s brain. It has been somewhat a forgotten shoe brand
living in the shadow of its competitors. The Chuck Taylor shoe in particular is considered
to be somewhat uncomfortable, which could be problem for consumers looking for
casual shoe wear. Converse shoes are somewhat high priced when the simple design of
the shoe is taken into consideration. However, it is competitively priced in relation to its
main competitors. Their design also pales in comparison with other tennis shoes.
Converse Situation Analysis
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Opportunities:
We cannot change the design or price of Converse. We can only change the way in
which consumers perceive it. Converse’s history and Chuck Taylor All Star’s
popularity provide an opportunity to shift the consumers mind away from the price and
discomfort more to the culture of the brand. This can be done through celebrity
endorsement from musicians who are often seen in Chuck Taylor All Stars. Converse
can also win over some of its competitor’s consumers by developing an incentive so
that customers feel like they are giving back.
Threats:
Converse is threatened by its wide range of competitors. Vans, TOMs, and Keds
provide an alternative for the consumer looking for a casual canvas shoe. They are
also threatened by other shoe brand with more variety in their design. Unlike
Converse, TOMs offers a philanthropic promotion where for every pair of TOMs sold,
another pair is given to a child in need. This makes them more appealing to the
socially conscious consumer.
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Key Problems and Opportunities:
Converse is slowly falling to the wayside because of the emerging popularity of other
shoes brands. The best bet for Converse would be to push their Chuck Taylor All Star
line. This will mean taking on competitors like Vans, Toms, and Keds to dominate in
canvas shoe sales. This will be accomplished by emphasizing the history and culture
of Converse, and timeless appeal of the classic Chuck Taylors. This will create a
strong brand connection with the consumers.
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Male Feature Analysis
Female Feature Analysis
Feature Analysis
Importance to
Prospect
Product Performance
Converse TOMS Vans Keds
Price 1 - ($55) + ($44) - ($45) -($45)
Quality 2 + - + -
Style 3 + + + +
Availability 4 + - + -
Durability 5 - - + -
Importance to
Prospect
Product Performance
Converse TOMS Vans Keds
Price 1 - ($50) + ($44) - ($45) +($40)
Quality 2 + - + -
Style 3 + + + +
Availability 4 + - + -
Durability 5 + - - -
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The advertisements planned will appear throughout the United States. In
order to have an effective campaign the focus will be on the bigger urban
and multicultural cities. From there the plan is to spread out to the rest of
the country. The reason for this approach is that the target group is most
likely to be in the bigger urban city. Looking at the psychographics of the
cities one thing that can be said is that new cultures are developed there
and they are the tastemakers of the world. We think that the impact when
advertising will be bigger starting in those cities.
Key Strategic Decision
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Converse (Chuck Taylor) consumers are men and women between the ages 16 to 30
who want tennis shoes that are fashionable, trendy and of high value. They are
artists, musicians, athletes, skaters and college students. Their appearance carefully
careless and they take pride in their nonchalant attitude. The have a high paced
lifestyle and look for Chuck Taylors to be their everyday, any day, casual shoe.
The Ideal Consumer
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Geographic and Psychographic Traits
Geographic
Los Angeles, CA
New York City, NY
Atlanta, GA
Miami, FL
Boston, MA
Psychographic traits
Fashionable/entertainment industry
Multi cultural/tech savvy/high paced
lifestyle
Psychographics steps
Attitude: artistic, have an own style,
belong to different subcultures
(skaters/hip-hoppers/athletes)
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Psychographic Traits
Individuals/Independents– Those who create their own paths and walk to their
own verse. They are free from boundaries and limitations and find inspiration in
themselves.
Shakers and Movers – they are the creators, the innovators, and the forward
thinkers.
Carefully Careless – They put effort into appearing like they didn’t put in effort.
Hipsters – These people are in on everything that you’ve never heard of. They
know what’s cool before it was cool, and by the time it reaches you it’s overdone.
They are the leaders of the underground.
Geographic and Psychographic Traits
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Product Image and Personality
Converse is all about being an individual. It’s about ignoring every convention and
tradition that has ever inhibited you. It’s about being free to follow your own rules. It’s
the little girl who colored outside the lines. It’s the little boy who never cared to be
picked for kickball. It’s the rebel in all of us. It’s the challenge to change the world that
drives and unites us. From the revolutionists of yesterday to the innovators of
tomorrow, we are bounded together by a rubber sole, a canvas body, and a shoe
string. Converse is all about breaking glass ceilings and letting the world hear you
song. It’s about walking to your own verse.
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Name: Jessica
Age: 22
Relationship Status: Single
Occupation: Student/ Intern
Location: New York, NY
Education: Parsons
Major: Fashion Design/Merchandising
Interests: Reading, Fashion/Gossip blogs,
traveling
Goals: Design a successful clothing line that
introduces her own eclectic spin on what’s
trendy.
Name: Julian
Age: 17
Relationship Status: It’s Complicated
Occupation: Lead Vocals/ Bass for In Reverse
Location: Boston, MA
Education: High School, Senior
Interests: Music, Concert-goer, Film
Goals: To travel with his band and their
following
without becoming too big.
Target Profiles
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Name: Christopher
Age: 19
Relationship Status: In a Relationship
Occupation: Wide Receiver, USC
Location: Los Angeles, CA
Education: University of Southern California, Freshman
Interests: Sports, Going to the gym, car racing
Goals: To be remembered for his skill and
signature moves, in football. To be the G.O.A.T.
Target Profiles
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• Have more points of contact
with our target audience so that
consumers are more aware of
Converse
• Allow for more engagement of
consumers with the brand via
various social media outlets
• Appeal to the trendsetters and
opinion leaders
• Increase awareness of
Converse’s philanthropic
endeavors
Advertising Objectives
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Perception –
Exposure -We plan to expose our target audience to Converse via various
outlets throughout their daily lives so that we are present in their minds.
Selection and Attention – We will draw in attention with our unique out-of-
home advertising
Interest and Relevance - We will gain interest and relevance of our target
audience by producing television and magazine that reflect their type of lifestyle and the
things that interest them
Affective/Emotion –
Wants and desires – Wants and desires of the consumers will be influenced by
portraying the versatility of the basic canvas shoe
Excitement and Resonance – the montage and collage-like commercial will
excite consumers to join the revolution of walking to their own verse. The ads will resonate and
remain in their thoughts.
Advertising Strategy
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Association –
Symbolism - Our target audience will associate Chuck Taylor All Stars with the desired
lifestyle with the help of celebrity endorsements from artists like Wiz Khalifa, who also
serves as an opinion leader
Conditioned Learning – Conditioned learning will be established through our
advertisements that will associate Chuck Taylor All Stars with the young and rebellious culture.
Transformation – This condition learning will result in a transformation where
Converse will not only be a shoe, but also a culture
Persuasion –
Involvement and Engagement – Consumers will engage with the brand through social
media outlets
Influence – Celebrity endorsements will influence the buying decision of the
consumer. Bandwagoners will also be influenced by the inclusive appeal of the television spot
Preference and Intention – This will be heightened with the fact that purchasing the
Chuck Taylor All Stars will provide proceeds for the “Converse Cares” program
Loyalty – Loyalty will be established by reminding consumers of the history of Converse,
something that Toms lacks.
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Behavior –
Mental Rehearsal – TV and Print
ads will reflect people doing
activities in their Chuck Taylor All
Stars that are desired by the target
consumer
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We will be using media outlets that will be restoring the Converse brand to the public
and promoting our “Walk To Your Own Verse” campaign that encourages our
target market to remain independent, creative, optimistic and rebellious as an
American counterculture. In our strategies, we will be reinstating the brand and its
impact as an American classic as well as, reminding consumers to stay different.
Converse is no longer a basketball shoe, but an iconic American canvas shoe that
should be apart of everyone’s “must-have” shoe collection.
Media Strategy
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In order for our company to reach our focused target group, we decided to place
Converse print ads in magazines that are popular among readers who share the
same interest in our market. These magazines consist of subject matters that portray
fashion and cultural lifestyle that are relatable to our product campaign. The ads
themselves will show individuals engaging in activities that reflect the persona of their
character. Once the viewers see our Converse ads, they are then exposed to what
Converse shoes have to offer and will become more award in the product.
WOMEN MAGAZINES MEN MAGAZINES
NYLON GQ
MARIE CLAIRE DETAILS
WOMENS HEALTH MENS HEALTH
COSMOPOLITAN MAXIM
US WEEKLY PEOPLE
Print
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ds
Nylon Allure Cosmopolitan Lucky US Weekly
Type Pop culture &
fashion
Beauty, fashion,
& women’s health
Fashion, beauty, &
women’s issues
Shopping &
style
Celebrity gossip
Age Range 18-24 18-40 24-40 18-35 Various
Circulation 216,266 1,127,636 3,017,834 1,109,757 1,977,251
Print
GQ Complex Details Maxim Esquire
Type Fashion, style,
& culture
Style & lifestyle Music, fashion, &
popular culture
Sports, sex, &
entertainment
Men’s lifestyle
&fashion advice
Age Range 20-40 18-35 Various Various 18-34
Circulation 963,507 300,000 461,937 2,518,827 721,399
Women’s Magazines
Men’s Magazines
Print
Walk to Your Own Verse 27
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Commercial #1: Walk To Your Own Verse
Clips of different activities, behaviors, accomplishments, deeds, and acts
that our target market and ideal consumer would take part in. These actions
will represent independence, uniqueness, individuality, liberation, freedom,
eccentricity, and a rareness that our ideal consumer has. All of these actions
will coincide with our overall campaign theme of “Walk To Your Own Verse”.
This will the kickoff of our print ads, social media contests, and out-of-home
outlets that will be easily identifiable as the Converse brand.
Commercial #2: Celebrity Endorsement
Our celebrity endorsement commercial campaign will consist of the celebrity
of our choice (Travis Barker, Wiz Khalifa, Kristen Stewart, and Lebron
James) displaying to their fans “how they walk to their own verse” in their
Converse. The commercial will include clips of their everyday lives that make them
unique and exceptional. These commercials will connect with the Converse
consumer who find their uniqueness in different forms whether it be instrumental,
vocally, athletically, or through acting and theater.
Television
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We will broadcast these commercials on music channels throughout the entire day
and through primetime basic television channels from 6:00PM-11:00PM.
Television
MTV VH1 BET
Viewership 32 Million 98 Million 40 Million
Ages 18-34 Viewership 53% 55% 53%
Primetime Basic Channels
CBS NBC The CW ABC Fox
Rating
Average 18-34 1.8 3.2 0.4 8.162 6.242
Music Television Channels
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Interactive Bus Stop Ads
These ads will be located at bus stops in urban area and near universities. Unlike the
traditional ad which you just stare at, these ads allow passers-by and people waiting
for the bus to kill time and interact with the brand by drawing on the ad itself. There
will be two variations of this ad: one will say, “Customize” and feature a white
sneaker, the other will say, “Where’s Chuck?” and have a picture of Chuck’s face
(these ads will only be in locations near participating Where’s Chuck Contest cities).
The drawing surface of these ads will be like that of a Magna-Doodle kid’s toy; this
allows people to easily doodle on the surface without making a mess and also slide
the lever across the bottom to erase the doodles. On Chuck, people can have fun
drawing mustaches, glasses, hats, beards; on the sneaker, people can draw
whatever they would want to put on their own Converse sneaker. On each ad, there
will be a smart phone scanner square that either leads them to more information
about the Where’s Chuck Contest or the customization page on Converse’s website.
Out Of Home/Outdoor
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Out Of Home/Outdoor
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Musical Walkway Billboards
These billboards will be located along walkways in major cities, near popular spots
where our target consumers hang out. On the ground in front of these walkway
billboards will be Converse footprints (cut-outs of Converse’s signature soles)
embedded into the sidewalk. As people walk on these footprints, music will play (it will
sound like people strumming different chords on the guitar). This allows people to
literally walk to their own verse. On this double panel billboard, the right will simply
state our tagline; the left will display a continuous (semi) real-time stream of
Instagram pictures with the #Converse. This constant change will keep consumers
interested and wanting to see more. The #Converse will let fans know that if they post
their own pictures of themselves wearing Converse with that hash tag, they might
have a chance of seeing their own photo up there.
Out Of Home/Outdoor
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Out Of Home/Outdoor
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Walk to Your Own Verse Tour
This tour will feature a larger than life Converse All Star sneaker that travels to major
cities across the U.S. It will stop at popular spots where their target market hangs out
and let them draw their artwork/ leave their mark on the sneaker. Converse has long
been known for letting their customers customize their own sneakers; it serves as a
blank canvas for them to express their individuality. Besides serving as a traveling
billboard for Converse, this tour will create a buzz amongst their fans as they get
tweets about where the sneaker is at and when it will be passing through their part of
the country. At each stop, photos of the sneaker will be taken and uploaded to
Instagram so people can see the transformation of the canvas. People will get a
chance to see doodles and art from kids like them from all across the nation;
regardless of where they’re from and how different they are, these individuals will be
united by one thing, their love of Converse.
Out Of Home/Outdoor
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Where’s Chuck Social Media Contest
The overall goal of this week-long contest is for fans to find Chuck, take a picture with
him, upload it to their social media accounts with the tag @Where’sChuck, and then
they win a prize. But “Who is Chuck?” you might ask. Chuck depicts Converse’s
target customer: early 20s, alternative looking, active lifestyle, wearing all Converse.
Specifically, he will be wearing Chuck Taylor’s All Star sneakers, and a converse logo
T-shirt that also says @Where’sChuck. There will be a Chuck in every major city and
he will be communicating with fans via Twitter, Instagram, and Foursquare; he’ll tweet
hints as to where he is and post pictures on Instagram of landmarks and other things
near him. He will also “check-in” to nearby locations. Fans must go to Converse’s
website to find a complete list of participating cities. To be eligible to win, they must
follow Converse on Twitter and Instagram and tag @Converse, along with
#Where’sChuckNameOfCity, and their email address with their photo. The
Foursquare option is optional in terms of the contest, but it gives the contestants a
higher chance of finding Chuck. This contest brings a face to the brand while creating
excitement and a personalized interaction with Converse and their loyal customers.
Social Media
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Social Media
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Social Media
CONVERSE CARES BENEFIT
CONCERT VIDEO LAUNCH
When people are watching the video
they can click on the Chuck Taylors
and/or any other Converse apparel
and buy it directly. This is the 2nd
time
that this technology is used for a
music video. The video is expected
to go viral. The video will be
launched during the Converse Cares
benefit concert. The goal of that
event is to have the opinion leaders
in order to get free publicity and a
buzz regarding the video
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INTERACTIVE MUSIC SPEAKERS SHOE BOX
(Scan code to win tickets for the Converse Cares Benefit Concert)
(Pictures of shoes could be shared on social media)
There will be a limited edition of Chuck Taylors. In the shoebox music speakers will be included.
In order to win ticket for the launch of the interactive video they have to scan the code in the box
in order to see if they are invited
SHAZAM
During the commercial that will be running, a Shazam app will show up on the bottom right
corner for about 15 seconds. When listeners tag the commercial they will be directed to the
Converse website where they can get discounts on anything available on the website.
Social Media
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Our target customer walks to the beat of their own drum. They like the feeling of
belonging to something but they don’t want to look like everybody else. They are
united in individuality. Through our campaign, our customers will recognize
Converse as a brand that helps them do just that. By wearing Converse, they will
be able to create their own identity and become a part of something bigger, the
Converse subculture.
Message Strategy
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Problem:
Although Converse is an iconic household name, there is not enough current
advertising to keep it at the front of the consumer’s brain. It has been somewhat a
forgotten shoe brand living in the shadow of its competitors. Vans, Toms, and Keds
provide an alternative for the consumer looking for a casual canvas shoe. Due to
the vast variety of consumers converse is trying to cater to with its shoe designs,
there has been a loss of focus on who the consumers are, what they want, and even
the brands identity.
Target Audience:
Our target audience consists of men and women between the ages of 16 and 30,
the optimistic rebels of Generation Y.
Creative Brief
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Brand Position:
For the carefully careless, optimistic rebels who live for the moment and cringe at the
thought of blending in, stand out and walk to your own verse with converse and show the
world your individuality
Communication Objective:
Our goal is to revive the identity of Converse, by picking up the slack in advertising and
re-introducing the consumers to the Converse brand they know and love. Converse is a
classic shoe brand that thrives on the individuality of those who live creatively,
optimistically and rebelliously. Through this effort we will simply revert back to converse’s
historical background and implement the importance of giving back.
Selling Premise:
With a combination of hard and soft selling, we want to remind our audience about the
history of Converse, allow them to stand out and express themselves individually, and
give back to the community by giving them the tools to walk to their own verse.
Creative Brief
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Media Considerations:
We will invest in a creative mix of print ads in select magazines, social media outlets
like Twitter, Instagram, and YouTube, and commercials on primetime television.
Creative Direction:
Our ads will feature everyday people, doing not so everyday things but just being
themselves and not following the crowd while wearing a pair of converse. The ads will
evoke the idea of living life while “walking to your own verse.” Some ads will just
feature converse footprints because the consumers that wear this product leave an
impact or “footprint” on the world. Our goal is for the audience to in return be
reminded not only of converse but ultimately being themselves and leaving a mark, in
converse.
Creative Brief
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Sales Promotions
We will be hosting multiple social media contests where consumers can win Converse merchandise
and will be promoting our philanthropy “Converse Cares”. We will also be incorporating celebrity
endorsement campaigns to address our consumer in an artistic way by having the celebrities
sponsor our overall campaign theme of “Walk To Your Own Verse”
Social Media Contests
This includes our Facebook/Twitter contest to host a concert on your campus, the
“Where’s Chuck?” contest, and the Interactive music speakers shoe boxes contest.
Philanthropy Sales Promotions (“Converse Cares”)
With every purchase of shoes, Converse will donate a portion to extracurricular activities
to U.S. schools through our foundation “Converse Cares”. The consumer will also receive
frequent updates on the local community they donated to and the progress of that project.
Celebrity Endorsements (Travis Barker, Wiz Khalifa, Lebron James, Kristen Stewart)
Our celebrity endorsement campaign will consist of promotional strategies and specific
methods of advertising where a celebrity of our choice will be going about their everyday
life wearing their “chucks”. This will connect the celebrity with the consumer while also
showing or telling how that celebrity walks to their on verse in their converse.
Other IMC Tools
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Public Relations
Public Opinion: Philanthropy Awareness (“Converse Cares” Foundation)
Converse is giving back to the local community, so the brand wants to make sure people
are aware of what purchasing Converse merchandise will support. This will be
accomplished by implementing newspaper and/or Internet articles that promote the
“Converse Cares” foundation. This will be a marketing strategy that will promote our
“Converse Cares” campaign that will create national recognition and address local
communities as well.
Direct Marketing
Digital POP
In the shop displays there will be digital POPs. It will consist of (TV) screens with
Instagram pictures of people who just bought Converse shoes with the hash tag
#walktoyourownverse.
Other IMC Tools
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Sponsorships and Events
Sponsorship
As a brand we want to reestablish our American iconic image while also remembering the
consumer and credibility that got Converse to the iconic brand it is today. We plan to do
so by sponsoring a music event such as the MTV Music Awards or a televised music show
such as The X Factor or American Idol.
Event
As well as our “Walk To Your Own Verse” tour, we will also host a benefit concert to support
our “Converse Cares” foundation where 100% of our proceeds will go to the local
community to help fund and support our “Converse Cares” cause.
Point-of-purchase
Direct donation to “Converse Cares”
The consumer will receive an email or direct letter in the mail explaining and showing the
current project their donation has contributed to. This will show our consumer what their
donation is doing and how it has helped that particular project.
Consumer will receives gift with their purchase that signifies the consumer as a donator to the
cause. This gift will be a rubber bracelet that states, “I donated to Converse Cares”. This will signify
this individual as being an exclusive donator to the cause and will create buzz around our “Converse
Cares” foundation.
Other IMC Tools
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Converse is a global company and does quite well overseas; however, their sales in the domestic
market have been declining for some time now. Because of this, we decided to dedicate 60% of the
total advertising budget to their domestic campaign in an effort to boost sales and regain market
share. Converse’s total advertising budget for the coming year is $66 million, a figure derived from
about 6% of last year’s total revenue ($1.1 billion). The amount we allotted for our domestic
campaign (60%) is $39.6 million. Because of our target market’s growing involvement with digital
media, we have set aside 8% or $3.168 million for this category, a significant increase from
previous years. This year, much of our campaign will be integrated with social media as we aim to
increase our presence in various online communities including: Facebook, Twitter, and Instagram.
Television comprises 50% of the total budget. This $19.8 million will be used for our one minute
spots to be played on select channels throughout the duration of our campaign. The Out-of-Home
budget will make up 27% of the Advertising budget. This allotment of $10.692 million will go to
funding our interactive outdoor ads, and the majority of our Where’s Chuck contest. Print
advertising will receive 12% of the budget ($4.752 million), and will be set aside for one-page ads in
magazines with similar target audiences including Nylon, Rolling Stone…etc. The remaining 3%
($1.188 million) will cover promotions costs.
Budget
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Budget
Media Cost (Millions) Total Expenses (millions)
TV
      Commercials $19.800
$19.800
Internet/Social Media
      Where's Chuck Contest $0.697
      Interactive Video Contest $0.418
      Foresquare Contest $0.317
      Concert Contest $1.740
$3.168
Print
      Magazine ads $4.752
$4.752
Out-Of-Home
      Musical Walkway Billboards $5.346
      Interactive Bus Stop Ads $2.673
      Walk to Your Own Verse Tour $2.673
$10.692
Promotions
Digital Point-of-Purchase Displays $0.714
Music Speaker Shoe Box $0.475
$1.188
Total $39.600
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Converse Advertising Campaign DEC

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Converse Advertising Campaign DEC