The document is a marketing letter from Vans promoting a buy one, get one half off shoe sale and contest giving customers a chance to win a VIP experience at the X-Games including meeting a pro skateboarder. It encourages the recipient James Kenny to purchase any two pairs of Vans shoes by May 31st to enter. Additional details about the contest are available on their website. The sale is described as one of Vans' most exciting deals of the year.

2. April 2015
Dear James Kenny:
As you know, California is one of the best places to surf, skateboard, snowboard, or ski. Whether
it’s thrashing at Garvanza Skate Park, catching waves at Venice Beach, or carving fresh powder
at Mammoth Mountain, the Golden State is an exceptional action sports destination. Vans is the
shoe of choice for customers like you and is happy to let you know it’s offering one it’s most
exciting deals of the year.
Buy one pair, and get a second pair of equal or lesser value for half price on any style. To receive
the discount, simply scan the QR code at the bottom. And that’s not all!
With your purchase, you will be automatically entered into a contest, which will give you
unprecedented access at the X-Games in Santa Monica, California on June 19 – 21. You and
your friend could win a 3-DAY VIP experience, and have a meet and greet with any pro-
skateboarder of your choice! You can have him sign autographs, take selfies, or share a burger
with him! Whatever you want, it’s up to you!
At last year’s X-Games in Los Angeles, CA the winner and his friend met professional
skateboarder Nyjah Houston! Imagine talking to the legend Bob Burnquist or hanging out with
four-time X-Games gold medalist Paul Rodriguez, and all you have to do is purchase any two
pairs of Vans shoes by May 31.
Additional details about the meet and greet will be posted on our website at
Vans.com/XGAMES. This is a once in a lifetime opportunity and Vans wants you to be there!
VANS “OFF THE WALL”
Keith Flores

3. Target Market
For this project, my target market is male consumers from the ages of 13 to 30. Since the late
1960’s, Vans has been a dominant brand among males who skateboard and enjoy action sports. I
chose this age range because they have a heavy involvement in youth culture. With their colorful
patterns and corky throwback designs younger adults, seem to gravitate toward the shoes. The
brand appeals to youth culture because it’s active in the action sports industry and sponsors surf,
snow, BMX, and motocross. This target market consists of adventure seeking individuals who
take risks and enjoy staying active. For skateboarders, Van’s shoes offers a durable lining that
can handle a lot of wear and tear. In addition, the sole is long lasting and ideal for gripping to a
skateboard. The average prices of these shoes are $55 depending on style and color. This price is
attractive to this target market because their income is $20,000 and higher. Regarding their
purchase behavior, they browse shoe designs online, purchase them in store because each design
has a different fit, and feel to it. Van’s seems to have a high percentage of brand loyalty among
their fan base, which causes them to receive repeat purchases from their customers.
I used leads.infousa.com to purchase my contact list. The leads it generated are for mailing only
and have low to no deliverability risk. I chose to target California because of the variety of action
sports it provides like surfing, snowboarding, and skateboarding. For the age range, I chose 18 to
50 years to effectively reach parents who purchase gifts or shoes for their children. For the
income range, I put $20,000 to $80,000; this includes males and female because couples may
have children who fall into the target market. In addition, I selected several hobbies and interests,
which included general health & exercise, general outdoor sports, general sports, skiing, and
TV/movies/video. Leads.infousa.com provided 179,918 leads at $0.08 per lead. To purchase the
list it will cost $14,393.44

11. FAT HEAD