SWOT Analysis STRENGTHS WEAKNESSES Unique, quality products Premium Cost of products Broad product line themed Lack of original Nike products oﬀeredspeciﬁcally for GW students Customers are limited to students GW Bookstore has high traﬃc and alumni Reputational equity of Nike GW Bookstore is not well known for sportswear retail OPPORTUNITIES THREATS Purchases can be made on GWorld Competition from online & local retailcards stores who are constantly capitalizing Athletes compete in Nike gear on sportswear trends Capitalize on online sales Partnerships require relinquishing Social Media as inexpensive control, one brand could easily harmadvertising the reputation of the other
Objectives Promote products created by the GW Athletics & Nike partnership Raise brand recognition and engagement with GW Athletics Improve school spirit among students on campus Increase sales of GW Athletics & Nike products
Target Market Market: Foggy Bottom Primary Audience: GW students Secondary Audiences: GW faculty, staﬀ, alumni, parents, and DC community
Media Promotions Use of jumbotron during basketball games Partnership with the Lerner Health & Wellness Center Free giveaways & coupons Personal letters to family, friends, and alumni
Media Promotions Take $5 OFF any GW & Nike product with this coupon! #RaiseHigh
Media Logistics PRODUCTION OF OOH: PRINT: DIGITAL:billboards, in newspaper, banners,and outdoor mailings, & email, & display palm cards promo video
Launch CalendarMONTH JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECGW Hatchet Ads * * * * * * * * * * * *Outdoor DisplaysIndoor DisplaysEvent PromotionVideo PromotionOutreach LettersSocial Media * * * * * * * * * * * * Awareness PromoGon
BudgetMedia Cost per Unit Total CostGW Hatchet Web Banner $450/month $5,400AdGW Hatchet ¼ Page Ad $331/month $3,972Vern Express Wrap $1,500 $12,000Banners Free: GW Creative $0Elevator Wraps Free: GW Creative $0Promotional Videos Free: GW Sports Marketing $0Promotional Events Free: Pep Band, Cheerleaders, $0 First Ladies, and AthletesE-mail Newsletter Free: Already In Place $0Social Media Free: Already In Place $0
Budget Low cost for large reach Most items done through services at GW for free Items that are produced externally have both high reach & high frequency
Continuity: Repairs & Damages Items with no cost Take down immediately Replace as soon as possible Use opportunity to make changes Items with cost Attempt to repair Ensure quality If irreparable, remove and replace
Integrated Marketing Communications Principles1. Everything communicates.2. A brand is a uniﬁed vision (the art) and a complex system (the science).3. Brand relationships drive brand value.4. You can’t be externally if you are not integrated internally.
Cross-Functional Team A team is created involving members from all of the relevant parts of a company that interact with customers, other stakeholders, and with outside agencies.
IMC Components The Foundation The Corporate Culture The Brand Focus Consumer Experience Communication Tools Promotional Tools Integration Tools
A Unified Message Key = Consistency Keywords represented throughout all communication media #RaiseHigh