Devon Gwin Meg Zimmer

Glennie JanssenAtusa PeyjamColleen Baker

Situation/Issue Analysis: Increase awareness of Champion

brand among college markets Sold in college stores, but target is

unaware of brand Enhance standing among college

students Increase word of mouth

mentions/recommendations among target

Strengths-Core brand values = sportsmanship, authenticity, teamwork-Apparel available at most department stores/college book stores

Weaknesses-Not very well established among college age students-No affiliations with big four professional American sporting leagues-Perceived as value brand

Opportunities-Connected to social media channels (Facebook, Twitter)-Shift perception to quality brand at affordable price for college students-Viable alternative to competitors

Threats-Sweatshop scandal

Organizational Analysis: SWOT

Facebook: Virtual Gift Photo submissions Events Opportunity to

increase engagement beyond sales

Twitter:•More interesting/relevant content•More activity•Use popular or trending #tags• #realchampion

Positioning Statement: Champion athletic wear offers a full line of

innovative, high quality athletic apparel as a viable alternative to more expensive brands for students that embody the qualities of what makes a real champion. 

Publics Analysis:Desired:

Male and female college students

18-30 Active on Social Media (Facebook, Twitter, YouTube) TV and Magazines

• ESPN, Sports Illustrated Vogue, Elle, Cosmopolitan, Maxim

• ESPN, Comedy Central, E!, MTV, Vh1, FX, TBS, Bravo, NBC, ABC, CBS, TNT

Educated Physically active On a budget Tech-savvy Smartphone users Utilize WOM

recommendations in purchase decisions

Media and Non Media Connectors:

Smarter Fashion and Beauty Blog

Sports Unlimited Blog College Newspapers Campus Ambassador

Survey Results: 91% likely to purchase based on

WOM 48% of people surveyed said price

was biggest purchase influence 65% of people surveyed would follow

a brand if there were incentives on social media

Favorite brand ranking placed Champion 5th out of 5

Campaign Objectives: Awareness: Increase awareness of

Champion brand among college students by 20% by July 2013

Acceptance: Increase traffic to and engagement with social media sites by 15% by July 2013

Action: Increase WOM mentions of Champion Athletic wear among college students by 10% by July 2013

WHAT MAKES A REAL

Strategies: Awareness: Highlight popular college locations

and information resources in order to build awareness of Champion brand among college students.

Acceptance: Foster relationships with college students and brand through social media channels and website to increase engagement

Action: Leverage word of mouth mentions among college students.

Real Champion Strategy MapReal

Campus Champion

Real Champion

Alumni

Social Media Presence

Real Champion Blogger

Fitness Event

Event

New York Blogger Event

Blogger

Real Champion Moment

Customized Apparel

Real Champion Acceptance Tactics:

The Real Campus Champ • Ambassador Program• 3 female per participating university

6 campuses in pilot program • Apply for position through university internship program-video

submissions promoting brand’s core values Champion representatives screen applicants- finalists featured on

social media sites, students vote Individual blogs Merchandise giveaways on Twitter Handle Promote Champion on Campus Events Finding “real” champions of the week

Messaging: Use members of target audience to promote brand/brand values to wide social network on campus.

The Real Campus Champion

3 Rivalries- 6 Universities• IU & Purdue• Brown & Yale• University of Michigan & Michigan State

‘The Real Champion Alumni• Ambassadors pick top 5 alumni athletes• Students vote through social media• Top 3 Rivalry champs win trip to Real

Champion Fitness event

Real Champion Awareness Tactics:

Blogger Outreach• Contact bloggers from different relevant interest areas to generate interest

among readers Brian Bennett, Jeff Washburn

• Offer merchandise to be given away to readers• Campus Ambassadors individual blog- relay relevant and local photos,

current events, and updates to be blasted online

Real Champion Moment• Bloggers choose top 3 favorite ‘real champion moments’• Followers vote through social media• Customized Champion apparel

Messaging: Generate positive WOM online to aid target in decision making process.

Real Champion Blogger Fitness Event

Gunnar Peterson in NYC Rent out David Barton Gym- Chelsea Send fitness bloggers and top

campus champions to fitness event

Real Champion Awareness Tactics:

Real Champion Fitness• Partner with Campus Fitness Centers• Offer Champion fitness classes throughout quarter

Emphasis on increasing athleticism, rather than competition- set back to school goals

Organized by Campus trainers and promoted by Campus Ambassadors

Merchandise give-aways Incentive program

Messaging: Promote values of Champion Brand locally at universities while increasing physical fitness of students.

Real ChampionAction Tactics:

Social Media• “Like” pages to receive discount or other

incentives from brand• Real Champion of the Week

Team Pride contest- photo submission Winners displayed on brand’s social media pages

Messaging: Parlay target’s heavy social media usage into interaction with brand on channels they already use frequently.

ImplementationApril •Introduce Real Campus Champ Program

•Begin taking applicationsJuly •Reveal chosen real campus champions

August •Continue collecting social media submissions

September •Sept. 1: Announce winners of Real Campus Ambassador Program•Sept. 5: Real Campus Ambassadors contribute to Champion Blog•Begin Fall/Winter Champion fitness program

October •Bookstore Signage (CA)•Begin featuring Champion in College Newspapers•Blog (CA)

November •“Like” Champion on Facebook for incentive•Merchandise Giveaway on Twitter Handle (CA)

December •Finding “Real Champions of the Week” (CA)

January •Real Champions of the Week (Continued) •Blogger Fitness Event with Gunner Peterson (CA)

February •Game Face of the Week

March •Giveaway on Twitter Handle (Continued)

April •Promote Spring Champion fitness program (CA)

May •Begin application process for following year- Ambassador Program

June •Offer Champion Training Summer Camp

July •Reconnect with Bloggers

Evaluation

Acceptance

Increase in followers on

Facebook and Twitter

Likes on Facebook

Awareness

Survey

Action

Number of submissions for

Real Campus Champ

ambassador program

Increase in sales

What Makes a Real

?