Presented by

Fiona Bernie

TOMS Academy

of Hope

Campaign

SITUATION

Quick Company BackgroundTOMS

Founded: 2006

Founders: Blake Mycoskie (CEO) Alejo Nitti (Co-Founder)

Headquarters: Playa Del Rey, California

Website: toms.com Blake fitting kids his shoes

Quick Company Background cont.■ Blake first visited Argentina while competing in

second season of the Amazing Race in 2002

■ Noticed the local polo players wearing shoes called alpargatas (the inspiration for the classic style of Toms shoes currently)

■ Buenos Aires, he noticed local children without shoes and in general Argentina. He also realized other developing countries had the same problems

■ Created the “one for one concept” business model, for every pair sold he would provide a new pair of shoes free of charge to the shoeless youth of Argentina and other developing nations

■ Company first started selling shoes in May 2006

“One For One Model”■ Toms trademarked the phrase “One for

One”

■ Company’s promise to deliver a pair of free, new shoes to a child in need for every sale of their retail product

■ Countries sent with free products: 40 countries such as – Argentina, Ethiopia, Guatemala, Haiti, Rwanda, South Africa and United States

■ Focusing on corporate social responsibility

Toms…A New Endeavor

Toms will explore territory that the company has not done before and that is the creation of schools to further grow and strengthen global awareness in the importance of education

Why Global Education?■ Education represents the hopes and dreams of children

and their families. Education is one of the most effective tools to help break the cycle of chronic poverty in the developing world.

■ More than 250 million children worldwide cannot read, write or count—basic skills needed to get a job.

■ Currently only 2% of humanitarian aid supports education programs worldwide.

■ Young girls are significantly less educated than boys.

Education Statistics

One-third of all out-of-school

children live in West and Central Africa, South Asia and Latin America.

OBJECTIVE

PR Plan Objectives1. Increase awareness of TOM’s current global corporate social responsibility

programs.

2. Position TOMS as a company that supports the global issue of access to quality education for all children.

3. Establish and add a new TOMS division that will be the EDUCATION DIVISON

Division 1: Shoes Division 4: Safe BirthDivision 2: Sight Division 5: Prevent BullyingDivision 3: Water Division 6: Education

AUDIENCE

Breakdown of Audience■ This PR plan will focus on TOMS core target audience of young adults between

the ages of 18 and 34. Although TOMS is sold globally, this target resides throughout the United States with a major focus on urban areas such as Los Angeles, Miami, Chicago, New York City etc.

■ This target is a diverse racial background with a unifying trait of wanting to support brands that give back as part of their business model. With a high school and college education, the target is educated about the world and global issues and believes it is everyone’s responsibility to take ownership to make our world a better place.

■ The target likes to stay in top of trends and is fashion conscious, but also enjoys affordable fashion brand. Wearing TOMS is more than a fashion statement it is a way of expressing their passion for being a concerned global citizen.

Source: MRI Reporter

Target PersonaHeather is a 22-year old senior at UCLA in California where she studies business and economics.

- Heather loves fashion and reading style magazines and likes to stay up to date on trends that she can afford

- Heather is a server at a local restaurant where she works part-time.

Heather has studied abroad in Europe and during her semester away she traveled to South Africa where she was impacted by the severe poverty of this region.

- Heather supports charitable organizations on campus and enjoys raising awareness for causes such as homelessness, poverty and education.

Heather spends a lot of time online

- Keeps in touch with friends on Facebook, Instagram and Snapchat using her phone and MacBook.

- Heather is passionate about TOMS as a brand that gives back globally and she is proud to wear her TOMS shoes knowing she is helping people in need.

Senior Year

@ UCLA!!

Snapchat

Time girls

MUAH!

My TOMS

Artwork

Primary Stakeholders1. TOMS current and prospective consumers

2. TOMS company investors

3. TOMS employees

4. Retail partners i.e. Nordstrom, Whole Foods, Urban Outfitters

5. Media partners

6. Charity partner donors/supporters

7. Charity partner employees

8. School children at TOMS Academy

9. Teachers and local community where TOMS Academy is built

STRATEGY

PR Plan Tactics1. Help raise awareness of global

education issue.Main campaign idea is to create global awareness and the importance of education.

2. Partner with Third-Party Allies to contribute to developing a sustainable school building campaign.

a. Pencils of Promise b. Room to Readc. The School Fundd. Construction for Change

One of the PoPs school

PR Plan Tactics3. Engage current and prospective customers via media, online and retail

channels.

a. Create media relations through- television- popular news outlets

b. Strengthen/Raise social media outlets- via popular social media groups

c. Creation of limited edition shoe

4. Partner with Third-Party Allies to contribute to developing a sustainable school building campaign.

a. The “TOMS Tour”

TACTICS

Tactic #1Partner with an international nonprofit that builds schools for children in developing countries e.g. Pencils of Promise.

Invest $100K to build three TOMS Academy schools for children in developing countries (one school in South America, Africa and Asia).

WHY Pencils of Promise (PoP)?

Pop’s Charitable Promise: Every child should have access to a quality education.

More than $250 million children in developing countries lack basic literacy and math skills.Education is a key to breaking the cycle of poverty, and increasing opportunity for boys and girls.

In developing countries, for cultural and economic reasons, many girls do not attend school.

A PoPs School Class!

Tactic #1 cont. Organizational Background(Founded by Adam Braun in 2009)

Braun was inspired to start an organization that provides education after he met a young boy begging in India who told him the one thing he wanted was a pencil.

Braun had a background in hedge fund management and left his consulting job with Bain & Co to found Pencils of Promise (PoP) with a $25 investment.

To date 300+ PoP schools have been built in developing countries in South America, Africa and India.

100% Donation Model: 100 percent of all donation made online are directed to the building of schools and education programs.

Tactic #1 cont.■ Local and Sustainable focus

– PoP partners with local community partners and members of the community to build the school.

– Provides a teacher-training programs to educate local teachers to sustain the school and provide teaching based best-practices e.g. provides e-readers for students.

■ School Builds

– It is a $25K charitable investment to build a school.

– Community partners and local community are involved in the actual construction of the school.

– PoP supporters can travel to attend school builds—part of their social giving travel programs.

Tactic #1 cont.

■Other important non-profit groups TOMS will partner with

1. Room to Read

2. The School Fund

3. Construction for Change

TOMS Academy of Hope■ TOMS will commit $100K

investment to PoP to fund the building of three TOMS Academy.

■ Schools for primary school-aged children will be built by PoP in Ghana, Guatemala and Philippines by end of year.

■ Schools will be named “TOMS Academy of Hope”

■ Schools will be maintained by PoP with ingoing impact reporting to TOMS. Students with TOMS new uniforms

TOMS Academy of Hope

School Logo School Uniform Crest Patch

Tactic #2Develop special edition of co-branded shoe with nonprofit organization.

■ TOMS will design a co-branded shoe that will feature the yellow pencil design.

■ The yellow pencil is the logo image for PoP as well as a global symbol for education.

■ Retail Price: $60 (one for one) (20% goes to the “Toms Academy of Hope campaign”)

First Sketch Prototype

Tactic #2 cont.

SALE DISTRIBUTION

■ Will be available in limited quantity in special stores that sell TOMS

1. Nordstrom

2. Whole Foods

3. Toms retail stores

4. Urban Outfitters

PROMOTION

■ Through multiple outlets with social media playing a significant role

1. Social Media platforms

2. Television commercials

3. In store signage

4. Fashion catalogs

Final Sketch 360 image of special edition TOMS shoe

Tactic #3Create TOMS Academy website, a site extension of the current TOMS website dedicated to this global education campaign.

■ This interactive website will be an extension of the current TOMS website and content that showcases TOMS global CSR programs. http://www.toms.com/improving-lives

■ This site will highlight statistics about the global education issue as well as facts and figures from the nonprofit partner.

■ There will be an online quiz that users can take to learn more about the global education issue and cultural information about the countries that will be served from this campaign i.e. Ghana, Guatemala and Philippines.

■ Images will depict students in each of these areas along with success stories from PoPs previous school builds. This will help us humanize the children and communities behind the facts.

Tactic #4TOMS will launch an online contest to award two winners and a companion to win a fully expense paid trip to help build two of the TOMS Academy schools.

■ All contest entrants must be actively involved in community service through volunteering. They must be examples of the TOMS improving lives model.

■ A peer, friend or family member must nominate contestants.

■ A detailed description of how the contestant is improving lives through charitable volunteer work must be included. One photo must be submitted.

RULES1. Contestants cannot be employees of a

nonprofit organization; the work they do must be volunteer only.

2. A team comprising TOMS and PoP representatives will judge contestants.

3. The winners will be announced online via Facebook and Instagram on a specific date (TBD).

4. The winner and the nominator will win a once-in-a-lifetime trip to travel with TOMS and PoP founder for five days to help build the TOMS school.

5. TOMS will pay for airfare, $500 ground spending money and local hotel accommodations.

Tactic #5TOMS will partner up with social media influencers

■ TOMS will leverage its current story telling strategy in social media by using photos, global education facts and figures as well as personal stories of students being helped by the TOMS Academy of Hope on the TOMS blog for the duration of this campaign.

■ The TOMS school build videos and contest winners will also provide content for this social media effort.

■ Facebook branded content will be utilized to promote the contest and launch of the special edition education TOMS shoe.

Social Media Platforms Special Contributors

YouTube: Humanitarian and Philanthropist volunteers upload their experiences

Bloggers: Rosemary Holden, blogger for “Rosemary Travellog” about her volunteer work and international travel

Instagram: Jayalvarez (Global travel blogger with more than 3 million followers on Instagram)

Snapchat: TOMS own channel

FACEBOOK: TOMS own profile promotion

Tactic #6Host “TOMS on Tour” live events in Chicago, Los Angeles, New York and Miami to promote the TOMS Academy campaign.

■ “TOMS on Tour” is a nationwide special event plan to host VIP parties to showcase this partnership for influencers and celebrities in Los Angeles, Chicago, New York and Miami. These events will take place over the course of one-year.

■ Events will have a prom theme to connect to the school/education message of the overall campaign.

Participating Cities and

Celebrities

Cities (with “special participation” of celebs) will include

1. Chicago – Derrick Rose

2. Los Angeles – Angelina Jolie

3. New York – Taylor Swift

4. Miami – Justin Bieber

Both the founder of TOMS and PoP will also give speeches during these events.

Tactic #7TOMS will leverage a national and niche media outreach plan to secure coverage on national news outlets as well as niche media such as philanthropic and global giving media outlets.

■ Major news outlets 1. Today show2. Good morning America

■ Television via News outlets1. Anderson Cooper: Anderson Cooper 360, 60

minutes2. Diane Sawyer: CBS Morning News, Anchor World

News

LIVE

Tactic #7 cont.Further outlets including magazines that cater to philanthropic work

■ Niche media outlets:

1. Good Magazine

2. Conscious Magazine

3. Chronicle of Philanthropy

CALENDARTIMETABLE

BUDGET

MEASUREMENT EVALUATION

Goal #1

Increase social media engagement with current and prospective consumers by 20%

■ Measured by: TOMS will measure engagement before this campaign and monitor social media engagement throughout the campaign by tracking, Likes, Followers, Shares, Comments etc.

Goal #2

Increase online engagement with TOMS website by 30%.

■Measured by: TOMS will track web traffic throughout this campaign and after to see increase in web visits, time spent on pages as well as most popular content visited on website.

Goal #3

Expand consumer engagement with TOMS through in-person events.

■Measured by: TOMS will track the number of attendees to the TOMS on Tour events by capturing their contact information and consumer behavior post events with special discount code post event.

Goal #4

Secure media placement for TOMS Academy of Hope campaign, both nationally and internationally.

■ Measured by: TOMS will monitor media placement as well as format for news piece. Impressions and circulation for news outlets will track exposure of media message.

Goal #5

Contribute to the improvement of access to education for children at TOMS Academy of Hope over 3-year period.

■Measured by: TOMS will partner with nonprofit partner to track the ongoing educational success and improvements of students at schools to determine effectiveness of program.

Goal #6

Increase sales of TOMS shoes by 15% by end of 2017.

■Measured by: TOMS will track sales of special edition education shoe sales in select markets, as well as online global sales.

REFERENCES

■ https://pencilsofpromise.org/

■ http://www.toms.com/

■ UNESCO Institute for Statistics. http://data.unicef.org/corecode/uploads/document6/uploaded_pdfs/corecode/UNESCO-OOSC-EXS-Eng-web_217.pdf Retrieved in April 27, 2016.

■ Youtube.com

■ Facebook.com

■ Instagram.com

■ MRI reporter

■ www.roomtoread.org

■ www.theschoolfund.org

■ www.constructionforchange.org

■ TOMS shoe template (https://www.pinterest.com/creativecommons/sophie/)

■ Thegildthink.com

■ www.good.is

■ Philanthrophy.com

■ Concscious.co