Campaign Proposal Presentation Kwamae Simpkins Spring 2011
ATHLETE Shirts has the ability to make its way to the top. This A-T-H-L-E-T-E acronym will outline the necessary tools to succeed.
The issue that is hindering ATHLETE Shirts from becoming a thriving company is the lack of awareness . It is not receiving enough exposure. The company is an online-based store and does not drive a sufficient amount of traffic to the website. ATHLETE Shirts has spread awareness to some people through family and friends connections as well as social media networks, such as Facebook and Twitter. However, the overall visibility for the client is relatively low, hence the need to create more awareness of the organization.
For the purpose of this campaign, the target public is female dancers at Florida A&M University in Tallahassee, Fla. who are between the ages of 18 and 35.
The Majority of this Target Public are:
African-American, Jamaican, Afro-Carribean and Bi-racial
Third and fourth year college students
Frequent wearers of T-shirts
Likely to find the latest fashion trends from the Internet and magazines
This group is currently a latent public
PR response: Plan communication to enhance the relationship with this public. Explain its significance to the public and present ATHLETE Shirts opinion and intended action.
Performance is the quality of the goods and services provided by the organization, as well as the viability of the causes and ideas it espouses.
The quality of ATHLETE Shirts is satisfactory, in that the customer sees exactly what they will receive.
Customers are encouraged to be creative and describe their athleticism on a shirt or tote bag.
The organization provides quality T-shirts from its wholesale company American Apparel. Quality is the degree or standard of excellence. Most shirts are made of 100 percent fine ring-spun combed cotton or organic cotton.
The viability of this company’s idea for ATHLETE Shirts depends on the development of a strong structural organization.
1. Connect the customer comment, suggestion and question section to the “Customize Your Shirt” section to encourage two-way communication.
2. Include a short survey after checkout to measure the customer’s level of satisfaction.
95 percent of survey participants believe online retail stores should have a section for customer feedback.
Minimize outward recognition and association with the company’s wholesaler, American Apparel, to prevent their opponents from hindering the success of ATHLETE Shirts. (great quality but have been known for its sexually explicit advertising/ Facebook groups and Bloggers)
American Apparel has opponents who consider its sexually-explicit advertising offensive and distasteful.
One is a Facebook group called, Against American Apparel Advertising. The group of dissidents has 90 members.
Another group on Facebook was centered on American Apparel’s Butt Contest. The group was created to rally against the company’s competition.
Individuals are also taking a stand against the company’s advertising. Here is an excerpt from an individual’s blog:
“ To this end, I can no longer support American Apparel, and I’m putting my money where my mouth is. If your screened tee is printed on American Apparel, regrettably you won’t see an order from me….Should American Apparel revise its advertising, I’m happy to support them anew…”
An effective option to ensure longevity within a company is to implement goals and objectives to guide the organization into clearly defining its mission.
Reputation Management Goals
Increase the visibility of ATHLETE Shirts.
Strengthen ATHLETE Shirts presence online.
Establish a credible reputation with the public and maintain it.
Relationship Management Goals
Create a warm and welcoming environment for consumers.
Put a face to the organization.
Task Management Goals
Create a customer feedback section on the website.
Continuously track the amount of traffic flow to the website.
Develop a fitting vision statement.
Fully develop and extend the current mission statement.
Develop a customer service guide or manual.
To have an effect on the awareness of female dancers between the ages of 18-25 at Florida A&M University in Tallahassee, Fla., specifically to increase the amount of the visibility to the ATHLETE Shirts online store and concept that everyone has a type of athlete in them. ( 80 percent within six months)
To have an effect on the acceptance of female dancers between the ages of 18-25 at FAMU in Tallahassee Fla., specifically to increase the interest of the ATHLETE culture to all athletic or not. (60 percent within six months)
To have an effect on the action of female dancers between the ages of 18-25 at FAMU in Tallahassee Fla., specifically to increase their consumption of customizable branded shirts from the ATHLETE Shirts’ online store. (45 percent within six months)
What are some online consumer habits?
What drives traffic to a website?
Are there seasonal consumer buying patterns?
How are new trends adopted by the consuming public?
How often should a website be updated?
Key Points of Literature Search
The website of a company reflects the worth of the organization. An up-to-date website guarantees customers the company cares about its products. Adding a feature item of the month to keep the customer coming back to see what’s new is a great way to make regular updates.
Establishing long-term goals and developing mission and vision statements help a company stay focused.
Adding ‘Onsite Social’ to the website will directly link the online store to its customers and their friends. This will bring about awareness of the company through word-of-mouth.
To establish public respect and credibility register the company with the Better Business Bureau and use the rating to your advantage.
Allow customers to provide feedback to learn about customer preferences and how the company can improve its products and customer service.
Five Levels of Evaluation
Evaluation of communication outputs
Evaluation of objectives(awareness, acceptance and action)