Table of Contents

Team Profiles...................................................................................................... Page 3 Creative Brief...................................................................................................... Page 6 21 Big Ideas ....................................................................................................... Page 8 Strategy ................................................................... ........................................... Page 9 Target Market ..................................................................................................... Page 11 Strategy in Context ............................................................................................. Page 12 Color Magazine .................................................................................................. Page 15 Black & White Magazine ................................................................................... Page 18 Color Newspaper ................................................................................................ Page 21 Black & White Newspaper ................................................................................. Page 24 Bus Shelter .......................................................................................................... Page 27 Window ............................................................................................................... Page 30 Point of Purchase ................................................................................................ Page 32 Billboard ............................................................................................................. Page 36 Bench .................................................................................................................. Page 38 Direct Mail .......................................................................................................... Page 41 Radio ................................................................................................................... Page 48 Storyboard ........................................................................................................... Page 49 Internet ................................................................................................................ Page 53 Viral .................................................................................................................... Page 58 Preperation Questions ......................................................................................... Page 59 Theories Used...................................................................................................... Page 65 Rubrics ................................................................................................................ Page 67

November 13, 2008 Mr. Mike Hammer Director of Sales and Students TOMS Shoes 3025 Olympic Blvd., Studio C. Santa Monica, CA 90404 Dear Mr. Hammer, It has been an exciting and long journey. We want to personally thank you for all the time you have devoted in meeting with us throughout this advertising process. We believe the final campaign that was inspired will create a high return on investment and aid TOMS in their quest for brand recognition. Additionally, we wanted to address the suggestion of changing our tagline to “What’s your TOMS story”. Upon conducting several focus groups, we’ve discovered that students who had never heard of TOMS responded more positively to the question, “What’s your shoes’ story”. Since your company is only a couple years old, this tagline would be better as an introductory campaign for TOMS shoes. After your company is more established, the tagline, “What’s your TOMS story,” can be substituted and would work well. Thank you for the opportunity of working with TOMS. You have been a joy and a pleasure to work with. Attached is the final campaign that conveys the perfect balance for awareness of the shoe, of the brand and of the cause. Please consider this campaign as we think it will benefit TOMS for it’s current position in the market. Feel free to contact our office with any further inquiries. We hope you enjoy the pitches. Sincerely, Senior Media Planners & Creative Directors

Meet the Soleutions Team

Liz Abend Liz grew up just as any Idaho poster child would- until she left her family’s potato company to come to the place where sunshine makes dreams come true: California. Four years later and now a senior, she feels blessed to have had all the opportunities Pepperdine has given to her. Liz is an Integrated Marketing Communications major, the Special Events Chair of the Student Programming Board, and the Vice President of Public Relations in her sorority. During her sophomore year at Pepperdine, she was lucky enough to spend eight months in Paradiso - Florence, Italy - traveling, learning, and gallivanting. Ever since her return, she’s had an insatiable need to meet new people and see new places. Liz enjoys coffee ice cream, reading, massages, magazines, fashion, reruns of FRIENDS, her actual friends, and traveling. With only eight months to go until graduation, she is blissfully undecided in a career path. However, she knows she will find a career that is challenging, creative, and fabulously fashionable.

Justin Harper Justin Harper is a Senior Advertising major with an emphasis in Marketing. In the field of Advertising he has excelled in developing creative big ideas, clever copywriting, and technical analysis of the target markets and campaign strategies. On campus he is an active member of Psi Upsilon and the Pepperdine’s Public Relations Society of America. He is not all business though. People close to him describe him as hilarious, stunningly handsome, and one of the 21st centuries greatest minds. In his free time he is a world traveler, adventure camper, novice surfer, decorated guitarist, accomplished singer songwriter, and skilled comedian. Justin once discovered the meaning of life but forgot to write it down. In the final years of his life, Nostradamus predicted that a child would be born which the likes of this world had never seen before. This child’s name would later be translated as Justin Harper.

Riley Jamison Growing up in Las Vegas, Riley was the kid who was drawing pictures on his homework and getting in trouble for it. At 21, this habit is still going strong. For the past two years he's interned at advertising agencies in both Los Angeles and Las Vegas. There he has really been taken in by the world of advertising. He loves nothing more than being in a creative meeting brainstorming ideas with other people that just love doing what they do. One day he wants to be that Creative Director who scribbles million-dollar ideas on napkins at expensive cocktail parties. This Photoshop geek has been playing around with the program since 8th grade and is very happy he gets to do just that all day long for a career. After graduating Riley has his eyes on big agencies in Los Angeles, Chicago, and New York. The future doesn't scare him in the least; as long as he has something to advertise, a place where his computer can live, and friends that won't say no to fast-food at 3a.m., he's at home.

Kaycie Lund Kaycie was born on a cold December day in Houston, Texas. Little did her parents know they would be bringing into the world much more than just a bundle of joy. She is currently a senior, advertising major at Pepperdine University and she is completely obsessed with her future career. She owns about 50 notebooks filled with advertising ideas she has collected over the years. She traveled a great deal around Europe while studying abroad in Italy her sophomore year at Pepperdine, and she loves to travel every opportunity she gets. She loves long walks on the beach, but hates getting caught in the rain. Her go-to comfort foods are white chocolate pretzels, churros and Chick-Fil-A. When she graduates, she plans on staying in Los Angeles, working at an ad agency and eventually making her way up to be a creative director. One day, she hopes to own a house with room enough for two Christmas trees, a west highland terrier named Remington, and a DVD library that rivals Blockbuster.

Stephen Roseler Stephen was born in Southern California and has remained in the area since birth. After spending his sophomore year in Germany, studying abroad, he declared a major in both advertising and journalism. His love for writing and interest in a wealth of subjects is satisfied in his journalism classes and his enjoyment of creative strategy keeps him concentrated in his ad classes. His love for diverse culture and adventure leads him to consider working outside the country after his finishes in the spring. Currently, Stephen is working with Blue Lifestyle and The Tasting Panel magazine. Mostly writing radio shows that review books and kitchen products, he works with Anthony Dias Blue, one of the most influential personalities in food and wine. His many interests leave him to consider multiple industries in the future. He feels well equipped for the work world with his strengths in writing, education in advertising and adaptable personality. He is also self-centered and a bit insane, but don’t let that bother you.

Marco Valdovinos Marco was born November 25, 1986 in Ventura, CA. As a child he showcased his creativity in the form of Play-Doh sculptures, Lego architecture, and Michelangelo portraits, the ninja-turtle of course. Marco then abandoned the arts for the allure of America’s pastime, baseball. An excellent center-fielder turned second basemen, Marco earned several 14 karat gold- plated trophies. Nine grueling years of baseball took a toll on his aging body, and he was forced to hang up his cleats upon reaching adulthood. Without baseball to pass the time, Marco embarked on a quest to learn everything there is to know, and enrolled at Pepperdine University. He claims to be 30 percent done, and will know every truth in another 7 years. Marco hopes to win the TOMS shoes challenge not to boast about being the best, or do his victory dance in the middle of class, but rather to change a child’s life, and help put an end to the podoconiosis disease in Ethiopia.

Creative Brief Client: TOMS Shoes Product and Service: Shoe company that gives one pair of shoes to a child in need, for every pair the consumer buys. Role of Advertising: two-fold

A. Increase product sales B. Stress philanthropic promise and goals

Why advertising: - TOMS needs brand recognition and the most effective way to do this is through

advertising. Consumers must see the shoe and connect the product with the cause – which is TOMS unique selling point

What advertising solves: - Explaining the redeeming value of buying a pair of TOMS: 1) Providing good

shoes to those without shoes. - Client will gain: 1. Brand recognition 2. Increased awareness of “One for One.” - Consumers will gain perspective on problems that daunt many people in our

world today – i.e. foot disease - Consumers should be left with a feeling of empowerment and attraction to

TOMS - If advertising does, in fact, solve these issues, TOMS benefits by increasing sales,

which then puts shoes on more children. Consumer benefits:

- Maintain a sense of accomplishment by making a difference - Feel purpose in their shoe decision - Stylish and practical shoe

Communication Purpose: - Brand Awareness: Multi Faceted - Grow customer base through exposure - Stress TOMS message (sell company’s image) - Introduce spring line - Overall increasing sales

How should people respond: - Visit the website - BUY! Experience our shoe’s story and a feeling of fulfillment

Target Audience:

- College students 18 to 24 year olds - [Looking for globally minded people with a sense of responsibility to help]

Key Insight: - We want an emotional, yet healthy response - Not looking to elicit guilt (although it is the most responded to form of ads) - Create ads and messages that display a very “realistic hope” - We want publicity through current customers – word of mouth will sell Toms

Audiences’ current perception of your company and product/service: IF they know about TOMS

1) Loyal customers have the shoes, like them, will buy again. The cause is a bonus but not necessarily the selling point, they just like the shoes

2) May know about the cause, like what the company stands for, but don’t like the shoe. Shoe may be too minimalist – just a slipper, no support or too feminine?

3) Those who like the actual shoe, the cause is a bonus – they don’t buy shoes to give to a cause, they donate to something

What is Different: - Cause - Shoe style - Unpaid paid forms of advertising

Product Features: - Cloth - Lightweight for dry weather

Benefits: - All purpose - Lower price - Kid in need gets a shoe

Desired advertising characteristics: - Contemporary

Mandatories: - Picture of shoe, Company Logo, Website - One for One. - Tagline: For every pair you purchase, TOMS will give a pair of shoes to a child in need.

Key take away: - For every pair you purchase, TOMS will give a pair of shoes to a child in need. - Consider your shoe story

21 Big ideas

1. Good for the soul/sole

2. Meet your sole mate

3. Idea with connecting worlds – making our world smaller through shoes

4. International

5. Unify because of shoe

6. We have a ‘responsibility’

7. Leave message secondary, sell the style of shoe

8. Only sell the cause – cause is Unique Selling Point

9. The change you wish to see

10. Wear the change

11. A person without a shoe is metaphorically naked

12. Inspired by gaucho – something very basic – a work shoe

13. Make a difference, one step at a time

14. “A shoe that fits all our soles”

15. One promise. One solution.

16. You buy. You give.

17. Bring a smile to a child

18. Consume compassion

19. Sole searchers

20. Mangled feet- podoconiosis disease

21. What’s your shoes’ story?

Strategy

In this advertising campaign the goal is to differentiate TOMS in the mind of our

target market by promoting the cause that comes along with a stylish pair of shoes. Our

target market is 18-24 year old students, who are concerned with style and social justice. The

primary focus will be on promoting the fact that for every pair of TOMS sold a pair will be

given to a child in need. A secondary and minor focus will be on the unique and stylish

design of the shoe. We will be reaching out to people who are currently buyers of Crocs,

Sperry’s, and Rainbow’s. These are shoe companies that pose a direct competition. We will

also be reaching out to people who are already casually involved in social action causes. The

goal is to get our audience to associate the shoes with the cause, and make purchases based

on satisfying both their shoe needs and passion for social justice. Our end goal is to make

people feel good about purchasing TOMS. This warm feeling will come from knowing that

they are wearing a shoe that is making a statement, “I’m making a difference in the world

and look good doing it.” The result-of-use reward is that the buyer has put shoes on a child’s

feet in need.

The primary focus will be communicated through the phrase “What is your shoes’

story?” The idea is that every shoe has a story behind it. For most people, their shoes’ story

is that it has kept them comfortable through fun experiences and interesting situations, but

they are mostly involved in everyday situations. The biggest statement a shoe typically makes

about people who wear them is what type of fashion sense they have or what type of lifestyle

they lead. If someone just looks at a pair of TOMS the only differentiating factor is a unique

style. Our big idea is that TOMS makes a positive impact in the life of less fortunate

children. This is communicated in our ads by asking the question, “What if your shoe’s story

was giving a pair to a child in need?” We will make an emotional appeal by showing our

market they can look stylish and more importantly make a big difference by buying TOMS.

This big idea will be supported by providing real situations, photos of TOMS, and powerful

statements about the impact TOMS can have in a child’s life.

Strategy Statement

TOMS is a company that produces shoes, and gives a pair of shoes to a child in need

for every pair of shoes purchased. The target for this campaign is 18-24 year old students,

who have a desire for social justice and style. At the moment TOMS is just another shoe

company trying to penetrate the market with a unique style. The competitors are other

stylish options in the shoe industry. Many of the competitors have strong name brand

recognition and have brand loyal customers. TOMS promises to provide a stylish shoe while

giving a pair of shoes children without adequate foot protection. Our big idea is that every

shoe has a story, but only TOMS has a story involving a direct and positive impact for

people in need. The evidence of this is the lives that have already been impacted, and the

smiling faces of children. Our tone is a positive emotional appeal of showing the positive

effect of giving children shoes.

Target Market

TOMS is a universally appealing product; therefore, our advertising is appealing to a

wide variety of people. Although this is true, our campaign is specifically targeted at both

male and female 18-24 year olds. Particularly we want to reach out to members of this group

who are educated, so we are targeting college students in this age group. According to a

report in Mintel, 31% of people aged 18-24 said they liked to make a unique fashion

statement in the clothing they wear. * TOMS is a perfect way to make a unique fashion

statement.

Take Ashley and Kyle for example. Ashley and Kyle are students at TOMS

University. With a higher education they have been exposed to the world’s problems, and

they are empathetic towards the well-being of less fortunate people around the world. They

are active students and don’t have the time, money, or resources to invest in funding or

running an aid organization. Even though these things are true, they are more than willing to

invest a reasonable amount of money into a worthy cause, and they are passionate about

making a difference in the world. Additionally, Ashley and Kyle are like many other students

because they enjoy keeping up-to-date with fashion. They feel shoes are an important part of

a person’s wardrobe, and they think that shoes make a statement. A boring shoe will not do,

so it is important for a shoe to be trendy and unique. This is the prime target market for

TOMS because we can satisfy the seemingly unrelated needs to positively affect the world

while staying on pace with fashion.

* “Spending Power of Young Adults.” Mintel/Simmons NCS. Mintel Oxygen. October 2008. Pepperdine University, Malibu, CA. http://academic.mintel.com.lib.pepperdine.edu

Putting the Strategy in Context

Questions on Page 120

Who is our target?

We are targeting college students age 18 to 24. College students stay up late and they eat at

strange times. In general, this group is social, likes to be trendy, and is conscious of the

future. The attraction to college students is that they are informed about our world. That

being said, a globally minded college student is an ideal target for TOMS. Our target feels

shoes are an important part a wardrobe and feel that shoes can make a statement. A boring

shoe will not do, so it is imperative for a shoe to be trendy and unique. TOMS satisfies the

seemingly unrelated needs to positively affect the world while staying on pace with fashion.

This generation is very globally oriented and they care about change. They have an

appreciation for a worthy cause like TOMS. They are a diverse group, but they share many

common interests.

We can generalize college students as a group or break them in sections geographically. Our

assumption is that TOMS appeals to trend setting coastal regions, predominately the west.

California holds an affinity for much of TOMS cause. By gauging Californian’s ideals, our

target can be based on this profile. They have interests in travel, fashion, beach culture, and

global awareness. This is the group that TOMS will most effectively be marketed to.

Where are we now in the mind of this person?

The people that fit our profile and know TOMS like us, but many people do not have any

prior knowledge of TOMS. They are not yet informed about the cause and this must change.

Our job is to show our target audience what TOMS is selling the shoe, and the story that

comes along with TOMS.

Where is our competition in the mind of this person?

Vans, Sanuk, Crocs, Rainbow and Reef are TOMS major competitors, but TOMS is the only

company with this unique cause. These brands may have better recognition and more

established names, but most of these brands are solely fashion statements. Crocs have a

similar program where they donate used shoes to Africa, but no one donates a new pair of

shoes for every pair of shoes purchased.

Where would we like to be in the mind of this person?

We would like to be thought of as a fashionable shoe with an amazing cause. When our

target audience decides to purchase a new pair of shoes it is important that they immediately

think TOMS. Our goal is for the consumer to realize TOMS cause is a constant and

consistent promise to benefit the world. The target audience will become attached to TOMS

and its cause. They will then share the story with everyone they know.

What is the consumer promise, the “big idea”?

The big idea is the uniqueness of the product and attached cause. We will convey this big

idea by expressing that there is a story behind every shoe, but only TOMS shoes have a story

that positively changes a child’s life. We will also show the shoe in a manor that makes them

look fashionable. The main idea though is that there is a story behind our shoes and this

story is like no other. One for One.

What is the supporting evidence?

The direct evidence is the lives that have already been impacted, and the smiling faces of

children. If we can connect this idea of a shoe story with our shoe, it gives our consumers

something to be proud of. This is where we gain an advantage on the competition. It allows

the consumer to feel that their purchase isn’t solely based on their needs; instead, they are

also giving a child shoes. This is essential to our target because it provides a sense of

satisfaction and also allows them to keep up with trends.

What is the tone of voice for the advertising?

Our tone is a positive emotional appeal expressed by showing the encouraging effect of

giving children shoes. We walk a fine line between emotional guilt and eliciting a hopeful

message, but we error towards the positive aspects of providing a child with a brighter

future.

Color Magazine

Our color magazine ad is set next to a pool. Our “campaign headline” reads, “What’s

your shoes’ story?” This question is answered by two different non-TOMS pairs of shoes.

The first says, “I caught some sick waves,” the second says, “I swam my fastest time.” Then

TOMS differentiates itself from the competitors by stating, “I changed a child’s life in

Misiones, Argentina.” This statement by the person with TOMS reinforces their tagline,

“For every pair purchased, TOMS gives a pair to a child in need.” This ad evokes a positive

emotional appeal through the copy. It is a call to action because we are showing the positive

impact a person can have on the world by buying a pair of TOMS. We want to display that a

person doesn’t just buy TOMS because they look cool; instead, they are buying TOMS

because it gives a child in need a brighter future.

This layout is meant to be read from top to bottom. The viewer should start at the

top with the tennis shoes then move down to the sandals. Finally, they go down to TOMS.

Bellow the TOMS in white space we have our “campaign headline”, tagline, logo, and URL.

This white space with the logo and copy balances out the complex imagery at the top of the

advertisement, and this gives the overall layout a balanced and bottom heavy feeling.

WHAT’S YOUR SHOES’ STORY?

in Misiones, Argentina.

I caught some sick waves.

I swam my fastest time.

Black and White Magazine

Our back and white newspaper ad is set near the lanes at a bowling alley. Our

“campaign headline” reads, “What’s your shoes’ story?” This question is answered by two

different non-TOMS pairs of shoes. The first says, “I just bowled my best game,” the second

says, “I rolled a clutch strike.” Then TOMS differentiates itself from the competitors by

stating, “I put shoes on a child’s feet in Gulfport, MS.” This statement by the person with

TOMS reinforces their tagline, “For every pair purchased, TOMS gives a pair to a child in

need.” This ad evokes a positive emotional appeal through the copy. It is a call to action

because we are showing the beneficial impact a person can have on the world by buying a

pair of TOMS. We want to communicate that a person doesn’t just buy TOMS because they

look fashionable; instead, they are buying TOMS because it gives a child in need a brighter

future for tomorrow.

This layout is meant to be read from left to right. The viewer should start on the left

with the bowling shoes then move slightly up and to the right to the tennis shoes. Finally,

they go down and to the right to differentiator, TOMS. Bellow the TOMS in white space we

have our “campaign headline”, tagline, logo, and URL. This white space with the logo and

copy balances out the complex imagery at the top of the advertisement, and this gives the

overall layout a balanced and bottom heavy feeling.

For every pair purchased, TOMS gives a pair to a child in need. One For One.

WHAT’S YOUR SHOES’ STORY?

I prevented a child’s

foot disease in Ethiopia.

I walked along the beach.

I took a nap in the sun.

Color Newspaper

Our color newspaper ad is at a beach volleyball court. Our “campaign headline”

reads, “What’s your shoes’ story?” This question is answered by two different non-TOMS

pairs of shoes. The first says, “I just aced a serve,” the second says, “I made a sweet dig.”

Then TOMS differentiates itself from the competitors by stating, “I gave a pair of shoes to a

child in South Africa.” This statement by the person with TOMS reinforces their tagline,

“For every pair purchased, TOMS gives a pair to a child in need.” This ad evokes a positive

emotional appeal through the copy. It is a call to action because we are displaying the

constructive impact a person can have on the world by buying a pair of TOMS. We want to

express that a person doesn’t just buy TOMS because they look cool; instead, they are

buying TOMS because it gives a child in need a brighter future.

This layout is meant to be read from left to right. The viewer should start on the left

with the sandals then move to the right towards the tennis shoes. Finally, they will go over to

the hook, TOMS. Bellow the image of the volleyball court and the shoes there is our

“campaign headline”, tagline, logo, and URL in white space. This white space and copy

balances out the heavy imagery at the top of the advertisement, and this gives the overall

layout a balanced and bottom heavy feeling.

For every pair purchased, TOMS gives a pair to a child in need. One For One.

WHAT’S YOUR SHOES’ STORY?

I gave a pair of shoes

to a child in South Africa.

I made a sweet dig.I just aced a serve.

Black and White Newspaper

Our back and white newspaper ad is set near the lanes at a bowling alley. Our

“campaign headline” reads, “What’s your shoes’ story?” This question is answered by two

different non-TOMS pairs of shoes. The first says, “I just bowled my best game,” the second

says, “I rolled a clutch strike.” Then TOMS differentiates itself from the competitors by

stating, “I put shoes on a child’s feet in Gulfport, MS.” This statement by the person with

TOMS reinforces their tagline, “For every pair purchased, TOMS gives a pair to a child in

need.” This ad evokes a positive emotional appeal through the copy. It is a call to action

because we are showing the beneficial impact a person can have on the world by buying a

pair of TOMS. We want to communicate that a person doesn’t just buy TOMS because they

look fashionable; instead, they are buying TOMS because it gives a child in need a brighter

future.

This layout is meant to be read from left to right. The viewer should start on the left

with the bowling shoes then move slightly up and to the right to the tennis shoes. Finally,

they go down and to the right to differentiator, TOMS. Bellow the TOMS in white space we

have our “campaign headline”, tagline, logo, and URL. This white space with the logo and

copy balances out the complex imagery at the top of the advertisement, and this gives the

overall layout a balanced and bottom heavy feeling.

For every pair purchased, TOMS gives a pair to a child in need. One For One.

WHAT’S YOUR SHOES’ STORY?

I put shoes on a child’s

feet in Gulfport, MS.

I rolled a clutch strike.

I just bowled my best game.

Bus Shelter

The idea of the locker room was our original concept that drove this entire

campaign. The concept of the locker room shows TOMS competitors with a futile message.

The first says, “I just broke my fastest mile time.” The second says, “I rocked out in dance

class.” The last locker is a pair of TOMS, which is the pay-off copy says, “I changed a

child’s life.” The locker room is designed to lead the audience from left to right as they read

the stories behind each shoe.

The layout of the shelter contains the locker room image, which displays on the large

middle panel of the shelter. The inside of the bus shelter runs the TOMS flags with copy

that says, “For every pair of shoes you buy, we give to a child in need.” We’ve also included

TOMS tagline of “One for One.” Last, we’ve integrated “What’s your shoes’ story” on the

top of the bus shelter which carries our big idea through this medium.

We hope to attract commuters with the large TOMS logo and “One for One,” while

relating on a personal level through our more detailed copy.

WHAT’S YOUR SHOES’ STORY?

WHAT’S YOUR SHOES’

STORY?

Advertising Piece of Choice: Window Display

Our window advertisement is strategically designed to direct customers inside to our

Point of Purchase display. This display will keep TOMS in the mind of the customer as

they enter the department store. There are two sizes of blue TOMS parachutes in the

display; three large parachutes will be anchoring three large story books with TOMS stories,

and a few small parachutes will have TOMS hanging beneath them as if they were being

dropped from the sky. Our “campaign tagline,” “What’s your shoes’ story?” will be painted

in large copy at the foot of the display. After seeing the parachutes, shoes, and books in the

window display, it will be easy for customers to recognize our POP display and make the

quick association. Our main goal with the window display is to peak shoppers’ interest as

they walk into the department store. TOMS shoes is still young, so there is a good chance

customers will see our clever display and still know nothing about the company. This is not

a concern for us because we plan to use the POP ad to make the actual sale.

The imagery of the window ad will still be fresh in peoples minds even if they are not

aware of the company or cause, and the oversized TOMS parachute and wood crate should

be exactly what we need to lead them in the direction of our POP. Once in front of the

POP they are able to read about the TOMS story, add their own story, and purchase shoes.

We feel like this strategy will be incredibly successful, and hopefully generate some word of

mouth exposure for TOMS as well.

Point of Purchase

Our point of purchase ad is rather unique. We wanted to capture every emotion that

TOMS embodies, while producing a display that stands out from the competition. The first

TOMS shoe drop in Argentina was the inspiration behind this display. We took the term

“shoe drop” literally, while creating our display. A large blue TOMS parachute hangs above

a wood shipping crate, as if it were being dropped out of an airplane. Two sides of the crate

will be used to hang TOMS latest line, while the other two sides communicate the TOMS

message with every person that comes in contact with it. Actual photos from the first shoe

drop will be featured on one side, as well as TOMS tagline, our “campaign tagline,” and the

website address. On top of the crate there is an oversized book, filled with blank pages. We

want people to write their own TOMS stories in the blank pages. Getting people to interact

with our ad is a primary goal of ours. Because TOMS is a new company we thought it

would be best to make a display of this proportion to attract as many eyes as possible. A

wood crate and large parachute in the middle of a department store is bound to draw people

in for a closer look, and once they are drawn in they will be exposed to the TOMS story, and

hopefully many personal stories handwritten in the book.

Billboard

Sticking to an outdoor advertising philosophy that stresses a succinct, coherent

message, we’ve designed both bench and billboard to reflect this idea. Our traditional

billboard is designed to remain eye catching and clear, therefore we chose the image of a

shoe as our focal point. The shoe is the focal point of the ad, but we’ve attempted to add an

informative aspect to the ad with the copy. Although many don’t know what “One for

One” means, again we hope to viewer will visit the website. Our call to action is sending the

viewer online to find out more about TOMS and hopefully to purchase a pair of shoes.

Because we only have a couple seconds to reach our audience we must rely on viewers to

seek information in other mediums, preferably online.

Bench

Our approach to bench correlates with billboard in that we’ve limited the ad to little

copy in order maintain a clear, concise message. We’ve designed bench to brand TOMS and

send the viewer to the website.

Although bench fits into the “outdoor” media category, bench can also serve a very

personal function for those actually sitting on the bench. Therefore our approach to bench

is two fold. For those passing by, the bench must be contain a succinct and clear message.

With that in mind, the goal was to show as much of the shoe as possible and send the viewer

to the website. This is why we have both a side angle shot and the sole of the shoe. The

sides of the bench reflect the TOMS flags, which is another attempt at branding. Last, our

tagline is hanging from the bench, which carries some ambiguity if the viewer doesn’t

recognize TOMS. We have provided the web address to serve as a tool to find more

information about TOMS and purchase shoes.

For those who are actually sitting or waiting by the bench, we’ve considered that the

viewer may have more time to process the bench. For example, the part you’d sit on is the

sole of a TOMS shoe. Our is goal to make the bench more interactive for those using the

bench. We hope that the sole of shoe makes for an abnormal and thus memorable bench.

The sign hanging down which asks, “What’s your shoes’ story,” is also an attempt at making

the bench unexpected and hopefully more memorable.

Overall, the design of the bench is oriented toward creating a unique design in the

shape of the shoe. We thought that bench should contain everything a print ad maintains

without large amounts of copy. Therefore, we think this bench is both creative and highly

functional due to its succinct informative value.

Direct Mail Piece

Our direct mail piece is in the form of a catalog or a flip book. It is in the shape of a

TOMS shoe, bound at the heel. As the reader flips through the book, each page on the right

is a different TOMS shoe, while each page on the left contains either copy or photographs

of children at a shoe drop. The inside cover page introduces our big idea and “campaign

tagline”, “What’s your shoes’ story?” This question is meant to pique the reader’ curiosity,

and invites them to read further as other pages in the catalog reveal direct quotes from

TOMS customers, information about the TOMS and shoe drops, the TOMS tagline, and

photographs of children receiving TOMS.

The style of copy in the direct mail piece is consistent to the style of copy through

our entire campaign. The copy is written in reverse font across bars, tying it to both the style

of the TOMS tagline and the style of the copy on our print advertisements. The quotes used

are quotes telling different perspectives, or stories, from TOMS supporters. Each story

portrays either the customer’s individual style or his awareness of the cause.

The direct mail piece is meant to convey both the style of TOMS shoes and the

cause behind the company. We chose a broad representation of the most colorful and

interesting shoes to compose the catalog, as well as quotes and information that illustrate the

diversity of TOMS customers, their varying reasons for wearing TOMS, and information

about the company that will inform readers who are unfamiliar with the company. In

displaying both the shoes and the cause, our direct mail piece introduces both important

factors of TOMS.

It would be most effective to mail this catalog to our main target market, college

students. This direct mail piece can benefit all levels of familiarity with TOMS shoes, and

leads them to the TOMS website for any unanswered questions.

TOMSshoes.com

Radio Spot

Working from our tagline, “What’s your shoes’ story?” radio aims to carry this

message across an audible medium. With a montage of testimonials that convey a rather

futile message, the goal of our concept is to make “TOMS” story sound like the only

meaningful,purposeful story. We selected three male voices and two females that tell a very

common message of dissatisfaction with their shoes. The vision was to set these story’s next

to the basic NEED for shoes, which would then force readers to see the importance of

TOMS. We’ve also focused briefly on the background and goal of TOMS which states that

“for every pair of shoes you buy, TOMS will give to a child in need.” Although the theme

of the ad is to force listeners to consider their “shoe story,” the call to action is sending them

to the TOMS website. We’ve concluded that if listeners get one thing from our message,

we’d like them to see the shoes TOMS offers as well as the pictures from their shoe drop.

We believe TOMS website sells the shoe and the cause best, so our best opportunity for

ROI is getting listeners to the site.

00:00 – 00:02 Voice 1: My shoes are designer 00:02 – 00:04 Voice 2: My shoes hurt my feet 00:04 – 00:06 Voice 3: My shoes don’t match this outfit 00:06 – 00:09 Voice 4: My shoes, they’re uncomfortable 00:09 – 00:12 Voice 5: My shoes give me blisters 00:12 - 00:21 ANNCR: At Tom’s shoes, we know a shoe means so much more.

That’s why for every pair you buy, TOMS gives a pair away to a child in need.

00:21 - 00:24 Voice 6: My shoes let me walk to school. 00:24 - 00:30 ANNCR: Every shoe has a story. What’s your shoes’ story?

Find out at tomsshoes.com. That’s www.tomsshoes.com

Television Spot

Our television commercial is a minute long spot. It emphasizes the TOMS story by

paralleling the lives of several students with the lives of children in rural area. The

commercial is a split screen. The top screen follows the feet of several students on a college

campus while the bottom follows the feet of several children without shoes. The big idea is

that the stories of people without TOMS are those of playing basketball or swimming laps.

These shoes don’t do anything for people in need, and leave children barefoot. The simple

act of buying TOMS allows children in need the opportunity for foot protection. This idea is

represented in a metaphor symbolized by a student putting on his new TOMS while a child

across the world simultaneously puts on a pair of TOMS.

The commercial starts by following a student with a generic pair of sandals on and a

barefoot child walks. Next, the student with sandals walks up to a friend playing basketball

with tennis shoes on. At this point, the barefoot child walks up to his barefoot friend playing

soccer. The camera then follows the two new characters. The student in tennis shoes walks

up to a student on a bench. At the same time, the child stumbles upon his barefoot friend

sitting on a staircase. The focus then turns to the two people sitting down. At the same time

both the student and the child place TOMS on their feet, signifying that TOMS gives a pair

of shoes on to a child in need for every pair purchased. This is a story unlike any other, so

the commercial ends with the question, “What’s your shoes’ story?”

Internet

Our internet advertisements are very important to our campaign. We chose colorful,

lively, and interactive ways to engage viewers and persuade them to spend time with the

product, the cause, and the brand.

Our animated skyscraper shows a series of three different shoes, just as our print

advertisements show. The first two pairs of shoes that drop into the screen are shoes with

ordinary stories. The users who wear the first two pairs of shoes are wasting time on You

Tube and Facebook. The user who wears TOMS, the final screen, helped to change a child’s

life. This screen acts as a link to the TOMS website where the viewer can buy his own pair

of TOMS. The bright colors, the text and images that drop into the screen draw the viewer’s

attention to the advertisement. It also shows both the product and the cause to the viewer,

and reiterates that a TOMS shoe story is more significant than an ordinary shoe story.

Our interactive ad is a 350 x 250 pop-up. It is meant to engage users to interact with

the product and gain familiarity to the brand, the cause, and the shoes. In this advertisement,

users are invited to place three shoes on a foot. When each shoe is placed, copy will appear

describing that shoe’s story. A running shoe and a high heel have stories about running fast

and aching feet, while the TOMS shoes describes changing a child’s life. Once the shoes are

in place, another screen shows Polaroid pictures of children at a shoe drop that the user can

drag into a frame. Here, the user is not only interacting with the product and the brand, but

also with the cause.

While our animated and interactive internet ads are different in style than other ads

in our campaign, “What’s your shoes’ story?” remains the relevant question within the

advertisements. Each ad continues to convey that while all shoes have a story, TOMS shoes

have one of more importance.

Advertising Piece of Choice: Viral Video Marketing

Making a video go “viral” is no easy task. Through research, trial and error, we

realized we would have to stray from our advertising campaign slightly to produce an

amazing video with viral potential. YouTube is a great way to get our message to our target

market, since so many YouTube users are between the ages of 18-24. YouTube does have

its drawbacks because any person who becomes a member is able to post and share video

clips. With millions of users, you can imagine how many clips are shared on this network.

We did not want to make a regular television style ad that would go unnoticed in the

YouTube clutter. Therefore, we went with the idea “Great Moments in Shoe History.” The

video runs like a timeline; the opening clip is Jesus walking on water in 33 C.E, followed by

Armstrong’s walk on the moon in 1969, then Michael Jackson’s moonwalk in 1988, Forrest

Gump running out of his leg braces in 1994, Snoop Dogg C-walking in 2000, and finally a

screen shot of someone buying TOMS on the website immediately followed by a clip of

Blake giving shoes to children in 2006. The words “be a part of shoe history” are then

shown on the screen. The goal of this video is to make a call to action in a discreet and

clever manner. We used well known events and clips to stress the point that history is

remembered and recorded. TOMS is doing something historic in its one for one model, and

we want everyone that purchases TOMS to feel like they are a part of that history.

The video can be seen at: http://www.youtube.com/watch?v=XNdnp3wGYUM

Preparation for Campaign Questions

What is your concept?

Our Concept is that the consumer is not only buying a pair of shoes, but they are also buying

the cause that accompanies the shoes. We are promoting that for every pair of TOMS

purchased TOMS will donate a pair to a child in need.

What is your campaign’s theme? Briefly explain how your theme relates to your

brand image, positioning or other critical element?

Our theme is “What’s your shoes’ story?” This goes along with the theme that every shoe

has a story behind it, but only TOMS can change a child’s life.

How effective will this campaign be?

The campaign will be very effective because it gives the shoe personality to the shoe by

making the cause real; therefore, we are accomplishing all our goals in one campaign.

How does your campaign satisfy communication, advertising and marketing goals?

The advertising and marketing goal is to increase market share. We do this by relating the

unique style to the noble cause. This will be very appealing to our target market, and this will

cause sales to increase.

Why is your campaign the best choice for the problem at hand?

The problem is that not everyone knows TOMS cause. Our campaign is the best choice

because we promote the cause in our advertisements and make a strong connection with the

shoes and the cause.

What is your creative strategy?

How are you going to communicate your creative strategy?

Our strategy communicates that TOMS promises to provide the consumer with a stylish

shoe while simultaneously giving a pair of shoes to children without adequate foot

protection. Our big idea is that every shoe has a story, but only TOMS has a story that has a

direct and positive impact on children in need.

• What’s going on in the minds of the target audience?

o Our target audience wants to have a stylish shoe, but they have many

other options. They also are willing to invest in a good cause, but

they aren’t sure what TOMS cause is.

• What is target audience saying now?

o Now our audience understands what TOMS cause is, and they feel

that the impacts are very real. They also believe that TOMS are a

fashionable way to help others.

• What would you like your target audience to be saying?

o We want our audience to love TOMS. They should have a passion

for the cause, and want to share the TOMS story. They will also want

to share how they have personally made a difference in the world.

• Why does your campaign stand out from competition?

o Our campaign stands out because we use a unique approach that

compares other shoe stories. We really want to illustrate that when

you buy TOMS you make a difference unlike when you buying any

other type of shoe.

• How does your campaign break through the clutter?

o Our campaign breaks through the clutter because our headline (Big

Idea) asks a very intriguing question. Most people don’t associate

shoes with the story behind them, so we are asking people to evaluate

what there shoes say about them. This is a question that gets the

viewer very involved in our campaign. We also have ads that

stimulate the senses which help the ads to stand out in the clutter.

Do you plan to have sound or animation as part of your presentation?

We will have a PowerPoint presentation for our pitch. We will also have sound for the radio

and video portions of our presentation.

How are you going to express your BIG IDEA?

We will express our big idea by giving an introduction into the Big Idea, “What’s your shoes’

story?” We will quickly explain what the question stands for, and then we will solidify it by

using the phrase in each one of our advertisements.

How will you begin your presentation? How will you introduce yourselves? How will

you get the attention of your audience?

We will begin our presentation by introducing our group, and then we will say each of our

names. We will gain our audience’s attention by explaining our Big Idea in a entertaining

manner.

What are the steps you plan to take for your presentation?

We plan to be well prepared before the presentation. Our group will have a PowerPoint

presentation, so that all the audience will constantly be engaged in the presentation.

How are you going to be engaging?

We will be engaging by making good eye-contact, not talking in monotones, and we will

have loose and controlled body movements. We will also allow plenty of time for the

audience to view our ads. The ads will also be in context so we will try to get the audience to

imagine looking at the ads in their lives.

What are your concluding remarks?

Our concluding remarks will emphasize TOMS story. Then we will explain how our ads

portrayed TOMS message, and built a desire for TOMS in the target markets mind.

What are some questions you are anticipating from the Client? Come up with as

many questions and problems you can think of that might be asked in the Q& A

session.

Why did you decide to use these types of layouts?

Why aren’t the children a big focus in your campaign?

Why did you use that font/ color scheme?

Where would you run your point of purchase ads?

Where would you send your direct mail pieces?

Do you think your ads are too similar visually?

How is your message portrayed visually?

Why didn’t you use TOMS story?

Why did you choose what’s your shoes story?

Why did you choose the scenes for your ads?

Why use books in the POP and Window ads?

What made you choose your viral video?

How will this campaign have legs?

Why didn’t you show people in the shoes?

Why does your billboard and bench look different?

Where would you run this campaign?

How will you present your ads, bus shelter, billboard ad, etc.?

We will present each ad out of context followed by the ad in context in PowerPoint. Each ad

will be accompanied by a brief description and clarifications of the subtleties.

In what order will you present your media? Best not to present all at once to give it

all at once.

We will start with our print ads for newspaper and magazine. We will then move to our

outdoor advertisements followed by our point of purchase ads and pieces of choice.

Next, we will pass out our direct mail piece. Last, we will present our radio ad, and end with

our strong television and or viral video ads.

How will each of you participate in the presentation? Who will be appointed the

facilitator?

Each member in our group will be presenting explanations for a few advertisements or

methods of strategy. Liz Abend will be the appointed facilitator for our presentation.

What will you be wearing?

The men in our group will be wearing black dress slack with TOMS and the women will be

wearing black skirts with TOMS. Every team member will be wearing a long sleeve shirt of a

different color so we appear colorful, yet professional.

How will you be memorable?

We will be memorable because of our defining campaign. This campaign angle has never

been taken by TOMS advertising before, so it will be revolutionary. The idea that each shoe

has a story behind it will change the way people think. In addition, we will be memorable

because we will be charming, knowledgeable, well prepared, professional, and energetic.

Theories Used in Creative Campaign

Cognitive Dissonance Theory:

Leon Festinger from Stanford University states that the cognitive dissonance theory is the

stressful mind set that people feel when they “find themselves doing things that don’t fit

with what they know, or having opinions that do not fit with other opinions they hold.”

This aversion drive moves people to consistency; where the tension of dissonance causes us

to alter their behavior or belief with the hope of evading a distressing feeling.

Relationship: Our ads aim to create a sense of ‘dissonance.’ Our target market wants to take

action towards social justice issues. Their current shoe choice has self-centered motivations,

but TOMS shoes has a bigger cause associated with it. The solution for the consumer will be

to buy TOMS shoes and evade the feeling of anxiety or dissonance created by other shoe

companies that aren’t founded on a greater cause.

Anxiety/Uncertainty Theory:

William Gudykunst states that Anxiety/Uncertainty Theory is differences between people

that create doubts and fears. Furthermore, at least one person in an intercultural encounter is

a stranger. In this situation the subject tends to overestimate the effect of identity in the

behavior of people in an alien society and blur the individual distinctions.

Relationship: Our ads present the audience with unlike people and social groups.

Informative Systems Approach to Organizations:

In Karl Weick’s Informative System Approach to Organizations, he states that all

organizations process information and that organizing can be equated to information

processing. Weick argues that the only way to fail the test of organizing is by doing nothing.

Organizations make sense of information by deciding how it should be dealt with. The more

equivocal the information is the more communication cycles it will take to reduce ambiguity.

The organization must continually challenge, argue, and question what they think they know.

They also must balance between stability and innovation. Most organizations fail because

they lose flexibility by relying too much on the past.

Relationship: Our group has taken these steps in analyzing TOMS as our client. We have

processed much of TOMS information, and have presented the way in which we think will

be the most effective means of promoting their product and cause.

*Retrieved from: A First Look at Communication Theory. Em Griffin. McGraw-Hill Humanities/Social

Sciences/Languages; 7 edition (March 18, 2008).

Final Work and Pitch Evaluation used by Professor (100 points)

Needs Work | Satisfactory | Acceptable | Good | Excellent 1 2 3 4 5

1. Print ad designs

2. Radio spot

3. TV storyboard

4. Outdoor

5. Internet

6. POP

7. Direct Mail

8. Ad piece of choice #1

9. Ad piece of choice #2

10. Strategy statement/selling concept/research and theories incorporated clearly provided

11. Ad agency, brief, brainstorm ideas, answers to questions on p. 120, answer to preparation for campaign questions, target market

12. Organization and packaging of campaign book submission also includes no typos, grammatical errors, clearness in presentation of work

13. Consistency in creative ad campaign

14. Pitch: participation from each member, support each other, work in synergy

15. Pitch: introduction of yourselves, attention-grabbing opening

16. Pitch: engaging throughout, convincing, memorable

17. Pitch: Q&A session handled well

18. Pitch: Delivery (good eye contact, no memorizing, no reading, extemporaneous, good vocal inflections, stumbling not noticeable)

19. Pitch: Sound explanation for concept/strategy

20. Overall Pitch; did not go over time limit

Assessment Evaluated by Client and Ad executives Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Newspaper print ad designs Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Magazine print ad designs Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Billboard Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Bench ad Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Bus Shelter Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Point of Purchase Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Direct Mail Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Internet Advertising Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Ad piece of Choice: Window Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Ad piece of Choice: Viral Video Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Radio Spot Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

TV Storyboard Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

Strategy Statement/Selling Concept/Overall Pitch Excellent | Good | Satisfactory | Unsatisfactory| Unacceptable 5 4 3 2 1

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