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Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
Converse communication plan 2012
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Converse communication plan 2012

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Integrated communication plan aiming at enhancing Converse brand experience in the Spanish market and creating a deeper connection with core customers.

Integrated communication plan aiming at enhancing Converse brand experience in the Spanish market and creating a deeper connection with core customers.

Published in: Sports, Business, Design
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  • 1. COMMUNICATION PLAN 2012 Valeria Deserto
  • 2. CONVERSE BRAND ARCHITECTURE VARIED ICONIC PRODUCTS DEFINITIONOFFER (CHUCK TAYLOR) RATIONAL COLORFUL FACTS & SNEAKERS CUSTOMIZATION FASHION SYMBOLS STREET CULTURE ART CLOTHING COLLABORATION MUSIC CORE ATHLETES WITH MUSIC, FASHION SPONSORSHIPS footwerrt ENDORSEMENT AND ARTS Design ACCESSORIES sport UNCONVENTIONAL comfort KIDS Independent thinking HERITAGE FREEDOM DESIGN BRAND INNOVATIVE MEN/WOMEN 20-35 PERSONALITY UNCONVENTIONALITY INDEPENDENCE TEEN AGERS ORIGINALLY ATHLETES REBELLION EMOTIONAL TARGET SENSATIONS
  • 3. COMMUNICATION OBJECTIVES 2012 • BOOST BRAND REPUTATION ON THE SPANISH MARKET • CREATE BUZZ AND EXCITEMENT AROUND THE BRAND • GENERATING AN ENGAGING CUSTOMER EXPERIENCE OUTSIDE THE STORE • ESTABLISHING A DEEP EMOTIONAL BOUND WITH CURRENT CUSTOMERS • ATTRACTING NEW ONES • INCREASING SALES AND MS • OPTIMIZING BUDGET • PROJECT A MODERN AND INNOVATIVE IMAGE IN LINE WITH BRAND VALUES • ESTABLISH A STRONG DIGITAL PRESENCE
  • 4. COMMUNICATION STRATEGY 20121) VIRAL ADVERTISING CAMPAIGNBY TAKING ADVANTAGE OF OLYMPIC GAMES IN LONDON, ARRANGE A PARAOLYMPICCHALLENGE IN SPAIN INVOVING:• SKATERS• HIP-HOP DANCERS• MURAL PAINTERS• EMERGING/ASPIRING FASHION DESIGNERS• EMERGING/ASPIRING MUSIC BANDS• EVERY CHALLENGE WILL TAKE PLACE IN A DIFFERENT CITY, IN ORDER TO INVOLVE THE WHOLE COUNTRY, PUSH TARGET CUSTOMERS TO TRAVEL TO DIFFERENT POINTS IN SPAIN, CREATE MOVEMENT, WORD OF MOUTH AND BUZZ.• THE ATTENDEES WILL BE ASKED TO FILM THEMSELVES, THEIR TRIP TO THE CHALLENGE LOCATION, DESCRIBING THEIR EXPERIENCE WITH FRIENDS, EMOTIONS, ETC.
  • 5. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGNTHE EVENT WILL BE ADVERTISED IN TWO STAGES:STAGE 1: ADVERTISING TO TARGET CUSTOMERS (POTENTIALLY INTERESTED INPARTICIPATING)CHANNELS:- IN STORE COMMUNICATION (FLYERS, TOTEMS, ETC)- COMPANY WEBSITE- SOCIAL NETWORKS- FLYERS DISTRIBUTION OUTSIDE SCHOOLS AND UNIVERSITIES- FASHION, MUSIC AND SPORT BLOGS- OUTDOOR ADVERTISING (BUS STOPS, METRO STOPS IN MADRID, BARCELONA, VALENCIA AND SIVIGLIA, MAINSQUARES AND POINT OF INTERESTS IN BIG CITIES).- FASHION, MUSIC AND SPORT MAGAZINES LIVE THE OLYMPICS IN YOUR COUNTRY! LIVE THE OLYMPICS IN YOUR COUNTRY! !
  • 6. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN• THE MESSAGE:• WILL BE A BIT VAGUE, TALKING ABOUT CONVERSE ALLOWING TO LIVE THE OLYMPIC EXPERIENCE IN SPAIN.• A QR CODE WILL JOIN THE PRINT ADVERTISING, SO THAT CURIOUS PEOPLE WILL BE REDIRECTED TO A REGISTRATION PAGE WHERE THEY CONFIRM THEIR ATTENDANCE TO THE EVENT• DIGITAL ADVERTISING WILL SHOW A LINK REDIRECTING INTERESTED PEOPLE TO THE REGISTRATION PAGE• NOT MANY DETAILS ABOUT THE EVENT• ONLY PEOPLE ATTENDING WILL RECEIVE A CONFIRMATION E-MAIL WITH THE DATE AND LOCATION OF THE CHALLENGE. LIVE THE OLYMPICS IN YOUR COUNTRY!
  • 7. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN • STAGE 2: ADVERTISING TO BROADER AUDIENCE IN ORDER CREATE RUMOR IN THE CITIES OF THE CHALLENGES THE ADVERTISING MESSAGE THIS TIME WILL BE EVEN MORE ERMETIC, SPEAKING ABOUT A GREAT HAPPENING IN SPAIN, BUT WITHOUT SPECIFYING ANYTHING OR RECONDUCTING IT TO CONVERSE. PEOPLE WILL BE ONLY INVITED TO JOIN SPECIFIC LOCATIONS IN THEIR CITIES ON A CERTAIN DATE IN ORDER TO CHEK WHAT’S GOING ON CHANNELS: • RADIO (VAGUE MESSAGE ABOUT A BIG HAPPENING IN JULY INVOLVING THE WHOLE COUNTRY) • OUTDOOR (BILLBOARDS IN BIG CITIES WITH A BIG SIGN OF A WORK IN PROGRESS AND THE INDICATION OF A DATE AND A LOCATION) • GUERRILLA INITIATIVES (BIG PLASTIC QUESTION MARKS IN POINTS OF INTERESTS IN BIG CITIES, SURROUNDED BY WORK IN PROGRESS SIGNS, AGAIN WITH THE SPECIFICATION OF A DATE AND A LOCATION) OBJECTIVE• CREATE SUSPENCE, BIG EXPECTATION• LET PEOPLE TALKING ABOUT THIS MISTERIOUS HAPPENING, CREATE WORD OF MOUTH.• BLOGGERS WILL PLAY A SPECIAL ROLE IN STARTING RUMORS, AS THEY WILL BE INVOLVED IN THE EVENT (SEE NEXT SLIDES)• HOPEFULLY DRAW FREE ATTENTION FROM MEDIA , PRESS AND TV
  • 8. …SWITCH YOUR BLUETOOTHCOMMUNICATION STRATEGY 2012 ON…! 1) VIRAL ADVERTISING CAMPAIGN• ON THE DAY OF THE EVENT, FLASH MOBS STARTING IN CENTRAL SQUARES OF CITIES INVOLVED IN THE CHALLENGE WILL LEAD PEOPLE TO THE LOCATION OF THE EVENT, PASSING THROUGH SEVERAL POINTS OF INTERESTS IN THE CITY.• THE OBJECTIVE IS TO INVOLVE PEOPLE IN A BIG PARTY(EVEN NON CUSTOMERS) AND LET THEM FEEL ACTIVE PART OF THAT PARTY.• ONCE PEOPLE REACH THE LOCATION OF THE CHALLENGE, AN ADVERTISING ON A MAXISCREEN WILL ASK THEM TO SWITCH THEIR BLUETHOOT ON.• ONLY AT THAT POINT PEOPLE WILL REALIZE THE HAPPENING IS CONNECTED TO CONVERSE, AS THEY WILL RECEIVE A MESSAGE FROM THE COMPANY SAYING THEY WILL LIVE THE GREATEST OLYMPIC EXPERIENCE EVER• THEY WILL BE ASKED TO HAVE FUN, MAKE PICTURES, TAG FRIENDS AND POST PHOTOS ON FB.• IN ADDITION, THEY WILL BE INVITED TO A CONTEST, RECORDING A VIDEO AND SENDING IT TO CONVERSE. THE WINNING VIDEO WILL BE PART OF THE NEW AD AND WILL BE PRIZED WITH A SPECIAL INTERVIEW. THE WINNER WILL BE INVITED TO CONVERSE HQ TO DESCRIBE THE EVENT ATMPOSPHERE.AND THE INTERVIEW WILL BE PART OF THE NEW CAMPAIGN.• AFTER THAT, A SPECIAL PRESENTER WILL INTRODUCE THE EVENT, EXPLAIN THE RULES OF THE GAME AND THE CHALLENGE WILL START.
  • 9. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGNA SPECIAL JURY EVALUATING THE PERFORMANCESWILL INCLUDE:• FAMOUS SPANISH SKATERS• MUSICIANS• ATHLETES TO CREATE EXCITEMENT• GRAFFITERS TO LEGITIMATE THE EVENT BUT ALSO…..• SPORT COACHES• MEMBERS OF RECORDING STUDIOS• MANAGERS OF FASHION COMPANIES OFFERING POTENTIAL• MEMBERS OF ART / FUMETTO/GRAFFITI SCHOOLS CONTRACTS, TO PROVIDESPECIAL INVITATIONS GIVEN TO: ACTUAL OPPORTUNITIESFAMOUS BLOGGERS IN THESE AREAS THEY WILL PLAY A SPECIAL ROLE IN WRITING ABOUT THE EVENT AND CREATE MOMENTUM IN THE PRE AND POST STAGES
  • 10. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN • AN AD WILL BE CREATED FOR EACH CHALLENGE, STARTING FROM THE VIDEOS RECORDED BY THE CROUD AND PARTICIPANTS TO THE CHALLENGE. • THE AD WILL BE SPREAD THROUGH: - SOCIAL NETWORKS (FACEBOOK, YOUTUBE, TWITTER) - THEMATIC BLOGS - COMPANY WEBSITE (Corporate blog) - POTENTIALLY STORES ( Foot Locker, Nike, etc). Objective Advantage Convey the brand values in a fresh and engaging way Low budget! Direct interaction with TARGET customers Events and advertising at the same time Make them the protagonists of the party and allow Opportunity to get big media attention for freethem to live the brand experience Build buzz around the brand among non target Direct metrics through viral diffusion (CTR, tweetscustomers per minute, retweets/min, social plugins, sharings, Increase brand reputation among trend setters, etc..)bloggers, sport stars included in the jury Gaining conversational capital
  • 11. COMMUNICATION STRATEGY 20122) MOBILE MARKETING/ COBRANDING INITIATIVES• DEVELOP A MOBILE APP IN COLLABORATION WITH SONAR FESTIVAL (Barcelona)• OBJECTIVE : engage festival attendees and trendsetting music fans who wish they could be there.• THE APP WILL ALLOW MUSIC LOVERS TO: • check out SONAR’S concerts schedule • Get up-to-date news and backstage content (with Converse advertising as background) • stream music to check out from bands that are going to be playing • Get a map of SONAR’s events • Get links to the different partners and video from past editions • Post videos of people in their Converse at SONAR WHERE • iOS and Android based mobile WHY phones, • Converse and Sonar’s goal is to find the people who are • tablets shaping the direction of music, art and culture. • The app is an annual opportunity to bring the fruits of this search directly to the most passionate music and art lovers ADVANTAGES nationwide. • Opportunity to get direct • Untraditional way to advertise the brand metrics and measure success (sponsorship+comarketing)
  • 12. COMMUNICATION STRATEGY 2012 3) ADVERGAMING WHY• Subtle way to advertise• Game marketing = Deep consumer engagement• Excellent way to integrate brand and experiences• Two way communication channel• People gaming are much more emotionally involved and open to receive an advertising message
  • 13. COMMUNICATION STRATEGY 2012 3) ADVERGAMING HOW • ESTABLISH A PARTNERSHIP WITH EA AND ACTIVISION FOR CONVERSE ADVERTISING IN SKATE 3. • CONVERSE ITEMS WILL BE USED TO PERSONALIZE THE SKATERS’ STYLE AT THE BEGINNING OF THE SIMULATION • OPPORTUNITY TO WIN OTHER ITEMS AS THE GAMER PROGRESSES • OPPORTUNITY TO BUY NEW CONVERSE ITEMS ON TOP OF THE ONES PROVIDED FOR FREE (FREEMIUM MODEL) WHY SKATE 3 • Shared target: young, street culture, interested in sport and adventure • Skate 3 allows gamers to personalize the clothes of the skater as Converse does with shoes. • Sense of Community : some items/content can be bought from X-Box Live Marketplace and the PlayStation store, downloaded and shared with the skate community. This will help to create a strong Converse community, too.
  • 14. COMMUNICATION STRATEGY 2012 4) SOCIAL NETWORKS 1) LAUNCH THE FACEBOOK CHALLENGE: PERSONALIZE YOUR CONVERSE• USE THE CONVERSE PAGE ON FACEBOOK, ASK PEOPLE TO GET INSPIRATION FROM THEIR MAIN PASSION AND PERSONALIZE THEIR CONVERSE.• INVITE THEM TO RELEASE A VIDEO ABOUT THEIR WORK, POST PICTURES OF THEIR PERSONALIZED CONVERSE, TAG FRIENDS, SHARE COMMENTS, USE THE SOCIAL PLUGINS.• A POLL WILL BE CREATED AT THE END OF THE CHALLENGE, ASKING THE COMMUNITY TO VOTE FOR THEIR FAVOURITE CONVERSE.• THE WINNER WILL SEE A LIMITED EDITION OF THEIR ITEM PRODUCED, WILL BE THE PROTAGONIST OF THE NEW AD CAMPAIGN AND WILL BE PRIZED WITH TICKETS FOR OLYMPIC GAMES IN LONDON.• AN ADVERTISING CAMPAIGN WILL BE RELEASED STARTING FROM THE VIDEO OF THE CUSTOMER, DESCRIBING THE SOURCE OF INSPIRATION AND ALL THE WORK. THE VIDEO WILL BE MIXED WITH IMAGES THE ENGAGEMENT THE CHALLENGE CREATED ON THE FB PAGE, HOW PEOPLE JUDGED THE WINNING PRODUCT, THE REACTION OF THE WINNER AND HIS EXPERIENCE AT THE OLYMPICS.• DIFFUSION THROUGH SOCIAL NETWORKS, CORPORATE BLOG, EXTERNAL BLOGS
  • 15. COMMUNICATION STRATEGY 20125) TV CAMPAIGN• An official TV campaign will be released for MTV and other music channels in Spain BRIEFING:• It will be based on Converse brand essence and its main core values: self-expression, authenticity, independence, unconventional thinking.• It will be linked to the opening of a new, fashionable place in Barcelona• A long cue of elegant, sophistiocated and spoiled people are waiting for the entrance, but the bouncer are not allowing them to get in. At a certain point a sporty guy in his Converse arrive with his girfriend (dressed Converse as well). They are smiling, joyful and confident and the guy let them get in.• In the end the slogan: «NOBODY LOVES FAKES! BE TRUE, BE CONVERSE!» will appear CHANNELS: • TV • SOCIAL NETWORKS • LIFESTYLE WEBSITES (ES. YAHOO) • CORPORATE WEBSITE
  • 16. COMMUNICATION STRATEGY 2012BUDGET TOOL COST Challenge events organization 60,000 Guerrilla Marketing to adv the event 70,000 Video ad release 10,000 Corporate Blog / User communities 30,000 Mobile app development (half of the 10,000 investment) Video per Social media challenge 10,000 advergaming 10,000 TV ad (half with the bar) 10.000 TV ad release (share with the bar) 100.000 Total 310,000
  • 17. THANK YOU!

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