2. Table of Contents
Nike Background
Target
Current Situation
Creative Plan
Media Plan
Executional Mandatories
Conclusion
3. A Word From
“At NIKE, Inc. we
run a complete
offense, and it’s
based on a core
commitment to
innovation”
President and CEO
Mark Parker
4. Nike Years
1950
Bill Bowerman and
Phil Knight envision a
high performance
running shoes
company
1964
Blue Ribbon
Sports
1971
Nike name
is created
1972
First line of
Nike
footwear is
released
1980
Nike becomes
a publicly
traded
company
1985
Endorsement
of Michael
Jordan
1996
Endorsement
of Eldrick
“Tiger”
Woods
2015
Expected revenues
of $28-$30 Billion
7. 7
Current
Target
Psychographics
• Highly Active
• Attends Fitness/Health Clubs
• Participates in Community Wellness Events
Demographics
• Age 20-23
• Median Income $34,000-$45,000
• Educated Professionals
20. Strategy
Objective
• To drive interest in running through Nike+
Evaluation Criteria
• Success is achieved once people buy into
Nike+ and consequently buy more Nike
Products
22. Beliefs
• Increase excitement about running and Nike+
Behaviors
• Nike+ will become “The Running Companion”
• Excitement in the product will drive other
Nike sales as well
Reaching Our Goal
25. 25
June July August September
12 Months 3 Checkpoints
September
• How many downloads?
• Is a Greek House is missing?
January
• How many downloads?
• What Greek House is most active and Why?
May
• How many downloads?
• Will they participate next year?
Media Timeline
26. Enter Title Here
26
First Semester
Reaching the Greeks
June July SeptemberAugust
• August 9th
• Introduce Nike+
WELCOME BACK
FALL EDITION
• September 14th
• Remind about Nike+
BIG TEN
CONFERENCE
PREVIEW
• October 5th
• Advertise Nike+ for upcoming
athletic events
HOMECOMING
30. On Campus
Promotions
• Ads about the upcoming events
• Feature articles about Nike+PLUSGreek
The Indiana Daily Student IDS
• Posters of Nike+ app users
• Event registration reminders
Wildermuth Intramural Center WIC
• Posters of active Nike+ app users
Student Recreational Sports Center SRSC
30
October November December January
32. 32
Facebook
October November December January
Nearly Naked Mile
Sponsorship
Registration
Event Reminders
Indiana University Dance Marathon
Sponsorship
Event Countdown
Live Event Updates
(look at phone) I just burnt x calories with Nike+, and have walked y miles today to get to this presentation. My name is Drew Fedolfi, introduce rest of members, and we will be presenting Nike+ to you today
Our plan is broken down into 7 core components (list components)
(read quote) If the president and CEO of the company can stand behind these words, we as a group have decided to take an innovative approach to bring Nike+ to our target
Read first dateFollowing the induction of Blue Ribbon Sports in 1964, it didn’t take long for the Nike brand to evolve, and in 1971 the brand we have come to know today was born. The following year, Nike began their legacy by introducing the first line of Nike footwear.The 80s and 90s saw the brand reach unparalleled levels through endorsements of up and coming star athletes Michael Jordan and Tiger Woods, and this tradition continues today.If the past isnt a indicator of success alone, Nike is projected to generate revenues of $28-30 billion in 2015.
Perhaps one of the greatest marketing geniuses' of our time, Nike has used some of the best athletes throughout multiple sports to represent their brand. (list athletes)
Though the goals and dreams of success for Nike+ are many, our main objective is simple. We wish to drive interest in running through Nike+We will consider our project a success once people have bought into Nike+, and consequently buy more Nike products as a result
Though the goals and dreams of success for Nike+ are many, our main objective is simple. We wish to drive interest in running through Nike+We will consider our project a success once people have bought into Nike+, and consequently buy more Nike products as a result
Our objective and results-based criterion cannot be accomplished if our target cannot buy into Nike+ in the first place. We plan on igniting interest through a lasting brand spark and brand promise. Our spark originates from the notion that our target longs for self-esteem for positive reinforcement, and we promise that this will be gained through positive reinforcement that will result in instant confidence
Why do we believe that our spark and promise will work? Certain beliefs and behaviors that our target will demonstrate through use of our product will reinforce our plan. Our consumers will be excited about running and Nike+, and in turn will become excited about purchasing other Nike products. Nike+ will become the running companion for our target, and the Nike’s bottom line will notice positive growth through resulting sales
