2. User Profile1
James aged 13.
Profile: James lives at home with his mum, dad and older sister. He often craves attention
from both his family and friends.
Primary goal:To be popular
Mission: New balance offers a range of different styled and coloured shoes allowing James to
adopt a unique style.
https://www.mindmup.com/#m:a1acb403807833013458b40fbdb4918068
3. User Profile 2
Karen aged 38.
Profile: Karen is a 38 year old stay-at-home mum. She lives in her own house with her husband and two
children.
Primary goal:To stay healthy
Mission: New balance provides the latest in high performance women’s sportswear at affordable prices. Its
new balances aim to provide Karen with all the equipment that see needs in order to achieve her goal.
https://www.mindmup.com/#m:a115c0bd00785f013458b40fbdb4918068
4. User Profile 3
Deontay and Ava aged 27 and 26
Profile: Deontay and Ava both rent a house in the inner city.They are both active people and
enjoy taking a break from there mundane job to go on adventures.
Primary goal:To explore nature
Mission: New Balance has a specialised section for hiking which addresses all of needs.
https://www.mindmup.com/#m:a108990be0785e013458b40fbdb4918068
5. Mission Statement & Objectives
■ More than 100 years, New Balance has worked to move the world around us.
Because we believe in one simple truth: we were born to move.
At New Balance, we
believe in treading lightly
on limited resources,
striving for zero waste in
what we do and
assessing the life cycle
impacts of our products
and activities.
We strive to have a positive impact
in all communities where we
operate, and this includes a
commitment to ensuring the people
who make our products, no matter
where they are in the world, are
treated with dignity and respect.
Established by New Balance owners Jim
and Anne Davis in 1981, the New Balance
Foundation has worked to develop
relationships with organizations and
initiatives that are helping build healthier,
stronger communities – with a specific
focus on the prevention of childhood
obesity.
6. New Balance has worked for 100 years on having the world move around
them.This is because they believe that we were born to move.
Their goal is to aid athletes, weather you’re a professional athlete trying
to set records and win medals, or everyday athletes just trying to
complete a 5k run/PR campaign.
Their products are also ethical as they like to give back to the public and
their consumers, as well as understanding and keeping up with fashion
trends to provide the best product that combines function and fashion.
New Balances audience is anyone who wants either be active and healthy
and move.To be athletes, be it professionally or not and New Balance
understands and caters to the wide spectrum of consumers that use their
product.
7. The Story
More than 100 years, New Balance has worked to move the world around us. Because
we believe in one simple truth: we were born to move.
New Balance understand that we have
to move to keep healthy and to live; that
we were born to move. But nowadays
people of all ages don’t have the
motivation
People don’t feel motivated to get up
and move and here is where the brand
comes in. Fashionable, comfortable and
accessible, these elements come
together to formulate the perfect
apparel.
All that’s needed is a little push,
hence the #NBandME
campaign.
The main aim is to inspire the individual
that we were made to move.To
constantly move forward and inspire
you to do so.
The three Key objectives will also be
incorporated in the content created:
• Moving the environment
forward
• Moving forward together
• Moving forward, giving back
9. The buyer process and New Balance
Recognise a need
With New Balance, the need to
our potential consumers would
be the need for sport wear such
as shoes clothes or other
accessories which are also
fashionable. Whether it be
because their current wears are
too old or worn or if they were in
need of comfort and or support,
they would need to find
replacements.
10. Search for Information
The consumer will search for the type of
clothing that they desire for their
particular need. In this case our products
will be advertised to the consumer
specifically through social media.
However billboards andTV adverts
could also be used.This will give us the
minimum amount of media coverage
needed.
11. Evaluate Options
Consumers would have to
evaluate whether big name
brands like Nike and Adidas
are better than New
Balance considering that
new balance is better for
comfort and performance
over time. For this reason
along with it being generally
cheaper, it would be
regularly chosen over more
popular brands.
12. Purchase Decision
The product with the right features and capabilities helps the consumer make the decision
on whether they should purchase or not.This all comes down to the target audiences, as
what the product can offer them. Such as quality and satisfaction, which will differentiate
from other brands.
Having an accessible website and promotional sales will increase the experience that
consumer will have. Good relationship with past customers can have a good feedback on
the brand which can generate an influence on the decision that the customer makes.
13. After Purchase
Creating a review or a survey will increase the chance to communicate with the customers
and be able to get feedbacks from them. Its builds a sense of connection between
consumers and the brand.
Customers will be able to evaluate their experience after they have used the product.This
will include reaching their expectations, by fulfilling customer needs and satisfaction. It
creates a sense of trust which will influence their future buying decisions.
A good customer service helps promote the brand and have more awareness through
consumers.This could be through family, friends, word of mouth or social media.
Customers can use these formats to create a review or use the campaign. #NBandME
14. Social Media
Twitter would be a key outlet for
reaching our target audience
and creating the hashtag
#NBandME.We’d encourage
and engage followers to finish
off that hashtag and be creative
by saying what heir new
balances do for them
Instagram would also be used for the same thing except
that it would be image based.We would create a
template which they could use, complete the sentence,
post it and mention the brand. Influencers would also be
key in delivering awareness of the brand.
Facebook would also be
used to encourage and
generate a conversation,
especially engaging the
older target audiences.
UsingYoutube and creating
videos would be another
platform with the means to
reach theTA by creating
inspiring videos with the
common theme.
Snapchat would be a key platform to
reach more new millennial audiences.
Content such as short videos with
influential people and celebrities in their
new balances using the hashtag, celeb
takeovers of the account, and general
engaging content.
19. Why #NBandME ?
■ The hashtag is personal, engages the consumer, its catchy as it rhymes
■ It can and would be used across all the different social media platforms and the users
would be encouraged to engage in the conversation using this hashtag
■ It would be universally recognisable
■ #NBandME encourages people to come together and be creative by coming up with
their own
