“Injuries from the use of toning shoes include broken bones,broken or sprained ankles, broken hips from falls and painor tightness in the heel, calf or Achilles’ tendon. Often times,toning shoe wearers go for weeks or months with muscle orbone pain unaware that the source of their problems is thetoning shoe” (Reebok EasyTone Toning Shoes).
To “ReeNew” theReebokreputation, with a newand improved toningshoe. cute, comfortable, vibrant, innovative, fresh!Flexible, durable, “Motivate me to exercise more” –Kate “Feel amazing for everyday use!! Have them in three colors!” -SaraGoals
Pathos and Ethos- *tell a story to the public: “ReeNew Your Body” *endorsements, hire experts to testify product (Jessica Biel, Katy Perry & Beyoncé)
Objectives:1. To create “ReeNew” with improved technology.
Objectives:2. Targeted audience will focus onwomen, preferably young adults. Rangingfrom the ages of 16 – 45.
Objectives:3. Research Reebok’s media inquiries.Being fit is one of the desired interestsfor consumers.--Coordinating directly with the people responsible for producing the newsand features in the mass media. The goal is to maximize positive coverage inthe mass media without paying for it directly through advertising.Example Category 4 Category 3 Series 2 Category 2 Series 1 Category 1 0 2 4 6
Objectives:4. Advertise multiple ways to addressReeNew and reach out to consumers.
Objectives:5. “Getting Fit for Summer!” We willbegin advertising the new ReeNew shoeline in the Spring 2012.*Attractive nice, cool colors for shoes & advertisements.*Sleek, light-weight and appealing shoe.
Strategy: *To extend media outreach for broader impact. *Leverage third-party partnerships to add credibility.Tactics: *Address the complications of the previous EasyToneshoe. *Contact and provide press releases for magazines that will attract our targeted audience for“ReeNew.” *Contact large retail stores for advertising and new merchandise. *Publish the news through social media and networking.Budget & Timeline: *Begin advertising and promoting 1st of the year. *Release by mid-April 2012 *Budget for advertising: $25 million *Approximate price of shoe: $74.99 (compared to $99.99) Programming
Plan evaluation research by objectives: 1) Campaign tracking survey 2) Content analysis *County media exposure *Compute ad value equivalency *Conduct surveys to new consumers who bought the ReeNew shoe Evaluation