The document provides an overview and analysis of the Hi-Tec brand. It discusses the brand's history and products. It then analyzes Hi-Tec's strengths, weaknesses, opportunities, and threats. Key issues identified include a need to improve brand awareness and update advertising strategies. Potential solutions proposed include redesigning the website and logo, improving social media presence, sponsoring outdoor events, and creating a broader and more consistent marketing campaign.

1. Caitlin Evans
Lana Shapiro
Chatherine Wu
Lisa Kliman
Hales Morris
Claire Bedecarre

2. brand overview
Hi-Tec is a versatile brand that appeals to all individuals interested in adventure
with comfort.The company was founded in 1974 by Chairman, Frank Van Wezel
in the village of Shoeburyness, England.The brand began as a shoe for squash
and now with 500 employers worldwide in 80 countries, Hi-Tec now has over
500 retail products for sports and the outdoors.
Over the years, Hi-Tec has always been known for it’s professional quality in their
hiking shoes. Shoes suitable for men and women of all generations to satisfy the
needs and wants for sports throughout ages.
“ ”

3. S.W.O.T
strengths
opportunities
weaknesses
threats
colors in advertising
durable
quality
faithful clients
trust
brand awareness
social media
no recent ads
no clear message
revamp advertising/ new launch
update social media
opportunity to focus on one aspect of brand
( incorporate the trust, durability, and quality of shoe)
Other competitors:
KEEN
MERRELL
COLUMBIA
NIKE
+brands that focus on outdoor apparel activities

4. advertising problems
Needs to reach a more expansive audience
Should appeal to more than their faithful customers
Should utilize current trends and technology in the market
Main Issue: Brand Awareness
Current Advertising
Mainly work with print: not much expansion into other mediums
Looks too similar to competitors, does not have a Hi-Tec unique brand message
Needs to advertise more aspects of diversity and brand culture
Majority of people in the Hi-Tec market
are unaware of the brand.They are
getting lost under the high impact of
advertising from other competitors in
the market

5. are there issues with the product?
Q:Why is the brand not getting awareness?
Q:Is it the product itself, or an issue of reaching consumers with advertising?
A:
Customers are satisfied with the product, highly rated in durability and comfort
60 Day Comfort Return policy to insure a satisfied customer
Issue: Their advertising only speaks to their already existing consumers and doesn’t allow for a greater
brand awareness
Need: Highlight those already key success points for the brand in a larger reach

6. Market/ demographic
Q:Where is Hi-Tec sold? Q: Where in the United States?
Featured Online Dealers:
Zappos.com
Amazon.com
HikingBoots.com
Featured Retail Dealers:
Bass Pro Shops
Cabela’s/ Rei
Campmor

7. target audience
Q:Who should they be targeting?
Hi-Tec Consumer:
A:
- Loyal customers, building on history and commitment to quality
-New experienced athletes
-Beginner consumers, those who are looking to get outdoors more
-Rural areas, express the durability component
-Law enforcement
Heather is 25 years old
Drives a Nissan ultima hybrid but tries to bike when the weather permits it
Lives in Pearl District in Portland
In a committed relationship with her partner of 3 years
Full time job as graphic designer at a local ad agency
She enjoys hiking with her Australian Shepherd every Sunday
Goes backpacking in Peru for vacation
She puts her body and clothing to the test
She couldn’t do it all without her High Tec shoes

8. main message
Website description:
Hi-Tec is committed to making rugged, durable apparel and footwear for work,
trails and life, authentically inspired by the real outdoor experience
Manifesto
Hi-Tec is the brand you want to be submerged in nature
with, the brand that is there for you when your standing
alone.When cell reception is far behind, the stars are gazing
down at you, you breath in the deep rigid air as you press
those last final steps to the summit. Before the rest of the
worlds alarm clocks chime your the one above it all feeling
the world come to life and Hi-Tec is who you want to be
there.While your pushing your body to the limits, Hi-Tec is
trusted to make sure you can go one step above.They want
you to climb higher, walk stronger, and reach farther.
Hi-Tec, there for you so you can be unreachable
Brand Message
Hi-Tec is committed to working with the elements
to create outdoor apparel for all walks on life to
get you inspired by adventure with comfort

9. social media
Main Issue:
Not consistent
Not giving the brand a voice
Not working as a liaison between brand and customer
Q:How can Hi-Tec better utilize their social media?
1 Work with ambassador, people who can post real time uses of the products
2 Create a larger following by posting more regularly
3 Get familiar with Hootsuite and Hubspot.com [twitter generators]
4 Retweet and follow other brands and stay current with the outdoor industry
297 followers
17,084 followers
3,897 followers

10. SOLUTION
1
2
3
4
5
Social Media
-hire social media
specialists
-utilize all of the main
stream social medias
-post frequently and
consistently
-Real people, real posts
-start a hashtag
[#LiveHi-Tec]
[#Hi-TecLife]
Advertising
-start a new advertising
campaign with utilizing the
new brand message
-target a broader audience
-advance into new mediums,
other than print
-expand on trust and history
-Highlight quality reviews
Web Redesign
-create a more user friendly
website
-highlight videos and other
eye catching items first
-make an interactive user
guide
-Utilize images and less words
-Enhance blog
-Logo redesign
Connect with Consumer
-sponsor events
-reach out to beginners
-attract personal stories about
real people with real connections
to the brand
-collaboration with other popular
outdoor brands [i.e. energy bars,
GoPro]
to help promote brand
awareness
-Classes: efforts to teach people
how to get into the outdoors
Consistency
-Shot term and long term
goals to raise brand
awareness and increase
revenue
-Expand on these four
steps to reach a broader
audience, including a
younger generation
-Stay relevant in a time
where the market of
outdoor brands is
growing

11. logo redesign