1. The document summarizes a marketing communication plan developed by a group for Nike during the 2012 Olympics. 2. The plan included analyzing Nike's business model, competitors, markets, and developing strategies, designs, messages, and execution tactics. 3. Key elements of the execution included a YouTube campaign, social media hashtags, apps to track user performance, and a large multimedia campaign across TV, websites, events, and partnerships.

1. INTEGRATED MARKETING COMMUNICATION COURSE | MIM SMS1 | GROUP C
Beatriz Aguirre, Yanis Alem, Laura Atorrasagasti, Wei Chen Lin,
Carolina Llull Sperandio,Ankit Loya, Celia Morales.

2. AGENDA
Business model
Evaluation
Strategy
Market
Design
Plan
Creative
Execution
Business model, company purpose, stakeholders
Product features, needs& motivations, brand values
Data & information, results, leadership & governance
Competitors, Market, society
Territory, Brand promise, and external aspects
Messages, experimental map
Brief, Ideas and content development
Communication tool, touch points
2.
3.
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3. BUSINESS MODEL
WHO?
HOW?
WHAT?
Market leader in athletic shoes
Technically superior products: materials &
technologies.
Fashionable.
Endorsed by top athletes and sport stars.
Most innovative sport products, for consumers
across the world.
Offering a product and an experience: pre-
production and post-production levels.

4. BUSINESS MODEL
COMPANY PURPOSE
STAKEHOLDERS
Employees
Shareholders
Athletes
Suppliers
The community
Consumers
Government
NGOs
We bring inspiration and innovation
to every athlete* in the world.
*If you have a body,
you are an athlete

5. MARKET
COMPETITORS
Design
Quality

6. MARKET
MARKET
SOCIETY
Designed to move
Let’s Move Active Schools
The Nike’s Foundation
Environmental Impact
Child Labor
All active people
"If you have a body, you are an athlete"

7. STRATEGY
PRODUCT FEATURES
NEEDS & MOTIVATIONS
BRAND VALUES
Innovation
Comfort
Precision
Reliability
Technique
Quality
Fashionable
Performance oriented
Athleticism, courage, teamwork, honor, victory, and all other
aspects correlated with sports
Spirit of determination, hip authenticity and playful self
awareness
Everyone’s an athlete, just do it
Greatness is not just for elite athletes

8. DESIGN
TERRITORY
BRAND PROMISE
EXTERNAL ASPECTS
Self-improvement
Overpower
Overcoming
Overtaking
Everyone is an athlete
Everyone can be the best
Sports
Passion
Logo
Packaging
Nike Stores
Website
Nike +
Youtube Channels
Nike Community
We are all capable of doing what we set ourselves. It's a
matter of attitude

9. PLAN
MESSAGES
EXPERIENTIAL MAP
Human will
Determination
Perseverance
Attitude
Commitment
Challenge yourself
Motivation
Compete vs Adidas who had received the sponsorship
for the Olympics.
Stores & POS
Advertising (TV,Internet..)
Billboards
Social Media
Packaging
Product
Sponsorships
Nike Community
Promotion
Partners
Press

10. CREATIVE
BRIEF
IDEAS
CONTENT DEVELOPMENT
Objective: Beat Adidas awareness results in the Olympics
Message: Make people feel involved in the Olympics' spirit
and relate that feeling to Nike
We would be happy if: Creation of a communication
campaign for Nike during the Olympics in order to match
competitors' awareness
"To inspire and energize everyday athletes everywhere to celebrate
their achievements, participate and enjoy the thrill of achieving in
sport at their own level,"
Greg Hoffman, Nike VP of Brand Design & Communications.
To be launched on July 2012
Same message through different contact points, stories
targeting different audience

12. EXECUTION
COMMUNICATION TOOLS
YouTube channels & Youtube homepage takeover during the
campaign
Brand ambassadors & sponsored athletes
Billboards & print ads
Events
POS
Products
Word of mouth
Employees
TV commercials
Twitter: #findgreatness hashtag
Nike+ Fuelstream: a dynamic online stream of imagery and
consumer comments

13. EXECUTION
TOUCH POINTS
Social Media
Blogs
Friends (WoM)
Apps
Web
Call center
Customer
Employees
Packaging
Store
POS
Merchandising
Events
Partners
Promotions
Sponsorships
Internet
TV
Press
Outdoor
Nike community
Magazines

15. EVALUATION
DATA & INFORMATION, RESULTS
16,000 tweets associating Nike with the word Olympic
Vs 9,295 Adidas
Nike attracted 166,718 new FB fans Vs 80,761 Adidas
63% Interviewees thought Nike was an Olympic sponsor
430,600 mentions on average per day throughout campaign
10 Million views on YouTube campaign videos alone
Most Active Day ever tracked
596 Million Fuelpoints via Nike +

16. LEADERSHIP & GOVERNANCE
EVALUATION
Wieden + Kennedy (Portland)
Park Pictures A52
Spot Welders
Nicholas R.Wright
Produced at Search
Party Music
Trinitite Studios
& Lime Studios
CREATION, ART & PRODUCTION
FILMING
EDITING
VISUAL EFFECTS
SOUND MUSIC
Nike Global Communications
Featured on 25 countries

17. SOMEHOW WE'VE COME TO BELIEVE THAT GREATNESS IS
ONLY FOR THE CHOSEN FEW, FOR THE SUPERSTARS. THE
TRUTH IS , GREATNESS IS FOR US ALL. THIS IS NOT ABOUT
LOWERING EXPECTATIONS.
IT'S ABOUT RAISING THEM FOR EVERY LAST ONE OF US.
GREATNESS IS NOT IN ONE SPECIAL PLACE, AND IT'S NOT
IN ONE SPECIAL PERSON.
GREATNESS IS WHEREVER SOMEBODY IS TRYING TO FIND IT.
Q & A