Integrated

Marketing

Campaign

JanSport BackpacksBetter Green

Mariela SarinanaTaylor Bryan

Amber ShepherdRyan SnyderJosh Evans

Pro-Creative Marketing Agency

Executive SummaryJanSport is an American brand offering premium luggage, bags, and backpacks, owned by The VF Corporation. The following is an integrated marketing communications campaign (IMC) created by The Pro-Creative Incorporation’s marketing team. JanSport is a company with high brand equity, looking to improve and reinvent their image.

Our main objectives of this IMC campaign is to create a strong brand image, increase market share, reintroduce our product to our younger target market, by developing brand awareness. Found in this campaign is extensive research on JanSport’s customers, competitors, and their target market. Although JanSport holds most of the backpack market share, our research told us that our competition with Northface, Nike, and L.L.Bean is catching up. We found our competitor’s have been ignoring tweens, teenagers, and some of Generation Y. Through this research we put together a campaign best suited to JanSport’s needs.

JanSport’s younger market is tech-savvy and social media oriented. By appealing to them through different means on social media sites such as Facebook and Twitter, we can create relationships with tweens (9-12), teenagers, and Generation Y (19-35). By promoting JanSport’s high quality, stylish and trendy backpacks, we create firm brand awareness. With brand awareness, we can increase JanSport’s market share. To achieve our objective’s it is imperative to keep JanSport’s brand image young and trendy. The youth is interested in products that help define who they are. By offering an array of styled backpacks, we can please our target market.

Jansport’s channel partners will also need reaffirmed that their products will be increase sales in their stores.

2.0 Promotion Opportunity Analysis2.1 Communications Market Analysis

2.1.1 Competitive Analysis

2.1.2 Opportunity Analysis

2.1.3 Target Market Analysis

2.1.4 Customer Analysis

2.1.1 Competitive Analysis

Jansport has many competitor’s probably over a hundred, but their biggest

competitior is Northface. Northface is the biggest

competition because they have a wide variety of

backpacks and their quality is good as well. The North Face, reached $2 billion in

sales last year, and are stepping up its marketing efforts. The North Face

increased spending 50% on the current campaign,

compared to its last major brand campaign.

The company also brings new and innovative products into the

marketplace through extensive interviews with customers and

subsequent concept development meetings that help ensure the products

being designed will meet specific customer requirements for outdoor clothing and gear. L.L.Bean product

expertise is also reinforced by a group of 1,300 independent field testers – adults and kids – who help assure

product quality and performance. The company uses a combination of

expertise and testing to enhance existing products even though many

are already considered "best in class" based on customer feedback and

objective consumer ratings. L.L.Bean's Web site and products are licensed

under U.S. Pat. No. 6,330,592.

2.1.1 Competitive Analysis (continued)

Their are other competitors who are very successful as well in stores such as Nike. The brand identity,

therefore, is in sync with the ideas of individualism, aggressiveness, performance and empowerment. This

helps Nike differentiate itself from its competitors. While Adidas's identity is built on team activities and community achievement, Reebok focuses on fashion

and street credibility. Nike's latest hi-tech innovations such as Nike + FuelBand focuses on individuality as it

helps users track and improve their athletic performances. But the move towards social media is

potentially dangerous as the idea of sharing information and belonging to a virtual community may be at odds with the individualism and rebelliousness

of the Nike brand.

2.1.1 Competitive Analysis

(continued)

Analysis of CompetitionSince the Army/Navy surplus store gear was so heavy,

backpacking didn’t exist. But when The North Face started taking Vietnam surplus materials like ripstop parachute nylon and aircraft

aluminum and turned them into tents, sleeping bags, clothes, and pack frames, the weight of camping gear was so low people started venturing into the wilderness. Northface was one of the first companies to have a backpack to go camping or hiking. Backpacks, like many other things

are one of those modern conveniences that most take for granted today. Back packs are hard to make stand out since there is a lot of

competition today. Also, a lot of the backpack brand names offer coupons and other discounts in newspapers, magazines, and other

sources of advertisements. Since their are so many different types of backpacks and so many different companies that make them, it is a very

hard market to be in.

2.1.1 Competitive Analysis (continued)

Analysis of competition (continued)

Nike has brand bonding with culture. Nike is well known and popular in youth culture and hip hop culture for their supplying of urban fashion clothing and back packs.

Nike’s biggest advantage is their brand recognition. Every time someone is shopping for something they are going to

recognize Nike’s symbol. This gives Nike an advantage to customers who don’t know

much about a product they are about to purchase.

Analysis of competition (continued)With L.L. Bean, you can tame the great outdoors -- or

just look as if you could. The century-old outdoor apparel and gear maker mails more than 200 million

catalogs per year. L.L. Bean's library includes about 10 specialty catalogs offering products in categories such

as children's clothing, fly-fishing, outerwear, sportswear, housewares, footwear, camping and hiking gear, and the Maine hunting boot upon which the company was built. L.L. Bean also runs a growing network of retail stores in the northeastern US and Illinois, as well as in China and

Japan. It also sells online through English- and Japanese-language websites. L.L. Bean was founded in 1912 by Leon Leonwood Bean and is controlled by his

descendants.

TradesThere was no data available in trade

journals regarding Jansport and other backpacks in retail stores.

Markets that are saturatedThe backpack market is especially saturated in

the day pack category. Also, there is heavy competition for more complex packs used for sports, hiking, and mountain climbing. Even

though the day pack category is crowded with competitors, there are few who focus on

providing style, innovation, and durability at the same time. These are three characteristics that

teenagers are interested in when it comes to carrying heavy loads of objects to school.

According to the Milwaukee Business Journal, President of Jansport, Paul Deloray, says "You're seeing kids carrying bigger and bigger loads and

consequently the packs have to be more substantial and stronger and be able to

distribute that weight a lot more effectively”. Not only do teenagers seek strong quality bags, but their goal is also to look “cool”. As a result,

promoting our innovative and fashionable backpacks to high school and college students is a good strategy to increase brand awareness and

product differentiation.

2.1.2 Opportunity Analysis Customers Ignored

by the CompetitorsAccording to our research,

some competitors are ignoring Generation Y and

Tweens. These are two cohorts that consist of

youngsters between 9 and 25 years of age that attend high

school and college. Marketers tend to focus their target market on cohorts like

Generation Y (19-25) or Generation X (36-49) that use

backpacks for sports or extreme outdoor activities like hiking and climbing.

While these type of backpacks are very

technological and heavy, students often seek

backpacks that are more stylish, comfortable, and

suitable for carrying lots of objects. As a result, there is

an opportunity for Jansport to promote our new innovative and stylish backpacks within

Tweens and Generation Y.

Opportunities to Build Relationships with Customers Using Different MKT

ApproachesWhile there are great opportunities to keep good relationships with current customers, there are also opportunities to build new relationships with other customers. Since

youngsters are very involved with technology nowadays, one of our goals is to create ads in social media websites, like Facebook, in order

to inform potential customers of our new innovations and designs.

2.1.2 Opportunity Analysis

(continued)

2.1.3 Target Market Analysis

All Potential Consumers: Any

student, grade k-12 and beyond. College

students – undergraduate and

graduate (Generation Y). Generation Y and X’ers who travel or

hike.

Target Audience: Our largest target market to segment

is young adults, ages 14-28. The

tween market consists of over 20.9

people, says the most recent US

census.

Demographics: Gender: Male and FemaleRace: n/aIncome: Parents – Middle to Upper Middle Class* Marital Status: SingleEducation: Middle School to Upper level education

Brand Behaviors: Our younger target market is

brand centric but not brand loyal. They like products

that help them define themselves. Starting to

become more brand conscious. Teenagers ages 12-17 spent more than 200 billion dollars on products a

year

PCM

2.1.3 Target Market Analysis

(continued)Interests: Tweens enjoy books and music. Girls

lean more towards apparel and makeup products,

while boys are interested in video games and other

electronics. They are opinionated and have short attention spans,

making them difficult to market to.

How Tweens Spend Their Freetime (Weekends)Watch TV 83%Log on Internet 74%Hang out with friends 68%Listen to music 67% Watch Movie/DVD at home 64% Play video games with others 60% Play video games alone 55% Prepare a meal 43% Read 42% Go Shopping 41% Exercise 40%

2.1.3 Target Market Analysis

(continued)

Tweens and Marketing Tactics:

•As tweens’ awareness of overt marketing tactics increases, their skepticism about the truthfulness of promotional messages

also increases.

•Tweens who evaluate promotional tactics more negatively will exhibit lower levels of

materialistic values than children who evaluate promotional tactics more

favorably

•Through these high levels of media consumption, youths are being exposed to

many new and more widely utilized promotional tactics.

Tweens, Teens and the Market

Tweens (8-12) and Teenagers (13-19) have grown to be one of the

largest target markets of the modern marketing era. With the

current tween market consisting of over 20.9 million youths, it is no wonder tweens and teens have accounted for over 200 billion

dollars spent on products this past year, 43 billion coming from their

own disposable income.

Ethnic Breakdown of Tweens - 2011 White 42.8%

African-American 8.5% Indian 0.7% Asian 2.4%

Mixed Race 1.7% Hispanic 11.6%

Non-Hispanic, White 32.3% Source: U.S. Census Bureau

2.1.4 Customer Analysis

Current CustomersThe current Jansport customers are

happy with the high quality and durability of the brand. Some consumer

surveys and reviews have shown that young people not only buy these

backpacks for the quality, but also for the unique designs it offers. The current customers also lean for

Jansport due to the fact that warranties are offered for the backpacks. Another

reason current customers enjoy Jansport is because they are very

affordable compared to other brands and they are durable.

Potential CustomersA potential customer is a

student that attends high school or college. The majority of students take backpacks to

school but some of them bring low quality backpacks that hurt their backs due to heavy loads of objects. With the strength

and quality of Jansport backpacks, students will be able to carry their books and laptops

comfortably.

2.1.4 Customer Analysis (continued)

Competition’s CustomersNorthface targets their backpacks to people who want high quality

backpacks that can endure outdoor activities and handle

heavy loads of objects. They also offer a large variety of designs that are appealing for different

types of people. Also, the technology implanted on the

backpacks is another quality that attracts their customers.

3.0 Corporate Strategies3.1 Corporate Image Strategy

3.2 Brand Development Strategy

3.3 Brand Positioning Strategy

3.4 Public Relations Strategy

3.5 Evaluation

3.1 Corporate Image Strategy

Overview

Headquartered in Greensboro, North Carolina, VF Corporation is an American

based clothing corporation, with operations throughout Europe, Asia, Canada, and Latin America. Founded in 1899, the

corporation has grown to be a $12 billion powerhouse, by serving customers with over 30 brands and 59,000 associates.

With products ranging from Sportswear to Contemporary Apparel, it is no wonder

revenue has continually and substantially grown through the last 5 years.

3.1 Corporate Image

Strategy (continued)

Diversity

VF Corporation has created a strong diverse company image based

on representing an eclectic group of

brands. The corporation has taken to diversity

through globalization of their brands in 3

continents.

Values

The core values of the company have remained constant through years of operations: integrity, empowerment,

ethical behavior and respect for others.

They have expressed this through innovation, passion of their products, leading lifestyles, and creating new products that excite the consumers.

VF Corporation has placed firm beliefs on conducting their business

with honesty and integrity.

3.2 Brand Development

StrategyOur Brand Name

In 1986, VF Corporation acquired leading backpack innovators JanSport.

With the combination of style and comfort, JanSport will get you where

you need to be in the best way possible. It is JanSport’s mission to provide

durable, high quality products. To prove this, JanSport provides all customers who purchase a pack with a lifetime guarantee. It is with this customer

guarantee and a strive for excellence that JanSport aims to create a strong

reliable brand image that will therefore gain the trust of all our stakeholders. It is the goal of this campaign to reaffirm

our image while reintroducing our backpacks to our younger target

market.

Brand Equity

JanSport has created strong bonds with its stakeholders,

making brand equity thoroughly established through its

products, based on customer value. The company logo is recognizable to our Target Market. New patterns and

designs are consistently being created to appeal to tweens and

the younger spectrum of Generation Y. Since tweens

(ages 9-13) are more difficult to create loyalty with, it is our goal through this campaign to secure

bonds with this market.

3.3 Brand Positioning Strategy

With a thorough investigation of

JanSport’s Target Market, we have found that this demographic is

interested in products that will help them

define themselves. To best suit this need, we plan on changing the

company logo to “Define who you are.”

3.4 Pulic Relations Strategy

With the reinvention of our company image, we feel the use of Public Relations is a necessity. By implementing a monthly company newsletter, JanSport’s employees will

be up-to-date and informed on where the brand’s image is going, as well as motivating and inspiring them to

continue to succeed. On the front page of the newsletter, we will feature a short message from JanSport’s

president, Steve Munn. Much like an annual report, the newsletter will contain short articles on what is going on

in the market place, trends with JanSport’s target market, where they are financially and where they want to be. We want to communicate with all of JanSport’s stakeholders

on an interpersonal level. We will also include softer topics to appeal directly with the company’s employees,

by announcing pregnancies, engagements, birthdays, and other personal achievements. We will implement

elements of the IMC campaign to keep everyone informed on the timeline and status.

3.4 Public Relations Strategy

(continued)We believe that by

implementing these ideas to all of

JanSport’s employees, they will

have a better understanding of

how to appeal to the Target Market. This will ultimately lead to an overall better quality product and

higher customer satisfaction.

3.4 Public Relations Strategy (continued)

3.5 Evaluation

•Clipping Service

4.0 Integrated Marketing Communications Management

4.1 IMC Objectives

4.2 IMC Budget

4.3 E- Active Marketing

4.0 Integrated Marketing Communications

ManagementThe objectives for this

campaign will focus mainly on increasing market share and developing

brand awareness. These objectives can be achieved

by informing and promoting Jan Sport´s new backpack technologies and

designs to young consumers. One way of making the consumer

aware of this high quality product is through online

advertising.

4.1 IMC Objetives

According to our research, consumer surveys showed that

youngsters perceive all the backpack top brands as equal. Since the day pack category has many competitors that offer

similar products, people tend to not lean to a brand in particular.

Primary Objective:As a result, JanSport´s first objective is to develop brand

awareness among young consumers. This can be achieved not only by promoting the high

quality of the backpacks, but also by promoting JanSport´s innovative

and unique stylish designs. In today´s world, teenagers´ main concern is to look cool and to possess what

the “cool” people have. In other words, teenagers´ goal is to be a

part of the “pack”. Therefore, increasing brand awareness will eventually lead youngsters to see

JanSport as the “cool” brand choice of packs to bring to school.

Increasing brand awareness will eventually lead to stealing market

share from JanSport’s top competitor, Northface. In order to

get these increases in market share, the goal is also to market more high school and college students rather than women and older travelers.

Secondary Objective:The second Objective is to increase sales among

the distribution channels. This will be done by developing brand awareness

through online and outdoor advertisements.

4.2 IMC Budget (Not

Applicable)

4.3 E- Active Marketing

With technology evolving every year, the internet

has become a big part of a modern teen´s life.

Nowadays a large number of consumer activities on

the Internet occur on social network sites. Thus,

JanSport can increase market share and brand awareness through an online social network.

Offering advertisements on Facebook is a great

option due to the fact that it houses over 700 million users all over the world.

JanSport´s advertisements on

Facebook will focus on the graphics of the

backpacks to show all the different and trending new designs. Also, the

content will inform about the durability and affordability that

JanSport backpacks provide compared to other brands. This

strategy will engage young consumers with

the brand and ultimately to buy our backpacks.

5.0 Integrated Marketing Communication Objective 2

(Consumer)5.1 Budget

5.2 Integrated Marketing Communication Methodologies 5.2.1 Advertising

5.2.1.1 Advertising Objectives and Budget

5.2.1.2 Creative Brief

5.2.1.3 Advertising Design

5.2.2 Consumer Sales Promotions

5.2.2.1 Budget Allocation

5.2.2.2 Consumer Promotion Selection

5.2.2.3 Sample Consumer Promotions

5.2.3 Sponsorship Programs

5.3 Media Plan

5.4 Evaluation

5.2.1.1 Advertising Objectives and Budget

The primary advertising objective is to build brand awareness in

order to differentiate JanSport´s backpacks in the consumers´ minds.

This will be accomplished through

online and outdoor advertisements that show the variety of

innovative backpack designs suitable for any

type of student.

The secondary advertising objective is to persuade young consumers that

buying JanSport backpacks is the “coolest” brand to

choose for school purposes. This will be done by

emphasizing the opportunity of getting very high quality backpacks for a daily school

basis at a very affordable price. Persuasion will also be achieved by informing about the extreme durability of the backpacks that will last for

several years no matter how much objects are put in

them.

5.2.1.2 Creative Brief

Objective.- Increase

awareness of the durable,

affordable, and stylish JanSport

backpacks.

Target Audience.- Tweens and

Generation Y. Especially

students who attend high school and

college.

Message Theme.- The new

backpacks are not only very

durable but there also very

affordable for the average student.

Support.- There will be free

coupons before the school season

starts to encourage purchases.

Constraints.- The coupons given after every purchase will only be valid before August 15th of 2015. Also, the coupons are

only valid for students currently

attending school and college. Warranties

will be offered for the first 4 years after

purchase.

5.2.1.3 Advertising DesignSTORYBOARD

1.- It´s the first day of classes and a 15 year old girl named Amy arrives to her new school. She walks around the school not knowing anyone and just holding her books.

2.- The girl is sitting at the cafeteria by herself with nothing next to her except for a stylish Jansport backpack next to the table.

3.- As soon Amy picked the backpack from the table, all the eyes turned towards her. The music appeal will be used during this scene to produce emotions in teens.

4.- While Amy is walking through the halls, Tiffany, the most popular girl in school, recognizes the Jansport backpack and invites Amy to go to lunch with her and her group.

5.- When Amy gets to the table she realizes that the other students had different brands of backpacks.

6.- The next day however, during lunch time, Amy realized that everyone had purchased a new Jansport stylish backpack.

7.- Amy looks around the cafeteria smiling and she gives a wink to the camera.

5.2.2 Consumer Sales Promotions

• Instagram Contest #Definewhoyouare

• Wins a package full of school supplies

• Promoted via social media and POP displays

• Brand Awareness• Brand Image Development • Social Media Traffic

5.2.2.1 Budget Allocation

(Not Applicable)

5.2.3 Sponsorship Programs

• Sponsor Helping Hand: foster program

• For every backpack purchased a backpack is donated to a foster child.

5.3 Media Plan

Print ads• Newspaper• “Girls Life” (tween)

Magazine• Sports Illustrated

Broadcast Ads• Disney

Channel• Discovery

Channel• ESPN• Pandora:

Music App

Evaluation

Redemption Rate

6.0 Integrated Marketing Communication Objective 2

(Channel Partners)6.1 Budget

6.2 Integrated Marketing Communication Methodologies 6.2.1 Advertising

6.2.1.1 Advertising Objectives and Budget

6.2.1.2 Creative Brief

6.2.1.3 Advertising Design

6.2.2 Trade Promotions

6.2.2.1 Budget Allocation

6.2.2.2 Trade Promotion Selection

6.2.2.3 Package Design

6.3 Media Plan

6.4 Evaluation

6.1 Budget(Not Applicable)

6.2.1.1 Advertising Objectives and Budget

The main objective is to increase market share among channel partners like Dicks Sporting Goods, Kohl´s, and Target. This can be done by convincing retailers that JanSport backpacks will

increase sales in their stores. Advertisements such as, billboards,

Facebook ads, Teen magazines, and a newsletter will help JanSport´s retailers

learn more about the backpacks.

6.2.1.2 Creative Brief

Objective- To increase consumer

traffic and 10% more of the market

share.

Target Audience-

Potential channel partners in the

backpack industry.

Message Theme-The message theme will

communicate that JanSport new backpacks are not only very durable but that they are also very affordable for

the average student.

Support- Free coupons will be

offered before the school season

starts to encourage purchases in

retailing stores.

Constraints- The coupons given after

every purchase will only be valid before August 15th of 2015 and they

will only be available at specific retail stores. Also, the coupons are only valid for students

currently attending school and college.

6.2.1.3 Advertising Design

- The Advertisement will contain the music approach appeal in order to produce positive emotions in teens.

- The graphics will show Jansport´s key features like durability, high quality and unique style in order to convince retailers that JanSport backpacks will have high sales.

6.2.2.2.1 Budget Allocation (Not Applicable

6.2.2.2 Trade Promotion Selection

Trade ContestChannel partners will compete

to sell the most JanSport backpacks in a certain amount of time. In the end, the Winner will have their store featured in the

next line of advertisements.

6.2.2.3 Package Design

JanSport will package all school bags in boxes made

from recycled material. Using recycled materials will not affectthe look of the box, so

consumers will still immediately relate it to

JanSport. Also, the addition of a “Better Green” recycled logo will enhance brand attitude as consumers associate JanSport with positive corporate social

responsibility.

Better Green

6.3 Media Plan

The target channel partners for Jansport Backpacks are

retailing stores like Walmart, Target and other stores

placed in malls like Kohl´s, Dick’s Sporting Goods, and

Pacs Sun. For the media plan we will feature a TV commercial related to school life in order to reach students in high

school and college. We will also have media strategies such as billboards, advertisements on Facebook, a Teen

Magazine and the creation of a Newsletter in order to persuade channel partners that Jansport

Backpacks are worth having in their stores.

The media strategies will be very successful

in catching the attention of these channel partners

because it will show the attributes of the

backpacks that consumers will always want and will buy from

their stores.

6.4 Evaluation

Respondent Behaviors