Tactics Campaign Book by Emily Liu

Advertising Campaign Book

Table of Contents

Introduction

Situation Analysis

Target Audience

Creative Brief

Media Plan

Executions

Evaluation

Meet Our Team

Tactics asked us to create a campaign that would establish a relationship with the University of Oregon campus and increase in-store trafďŹ c. To do this, we highlight the unique aspects of Tactics that the students are unaware of, and bring the campaign directly to the places students hang out.

Situation Analysis Tactics Board Shop is one of the leading retailers for surf, skate, and snow. Their products range from gear to lifestyle clothing and accessories. Located in Eugene, Oregon, they are inspired by the Cascade mountains, PaciďŹ c Ocean and local skate parks. Since 1999 Tactics has stayed true to their six key operating principles: 1. World Class Customer Service 2. Quality Products 3. Exceptional Selection 4. Authentic, Specialty Focus 5. Environmental Responsibility 6. Value With A Low Price Guarantee Tactics is dedicated to their customers, and they provide the best possible service and quality products each day. Their store is stocked with a variety of products with over 300 brands. In addition, their goal is to be a model environmentally sustainable and socially responsible company. Tactics aims to create a strategy that will create and facilitate an ongoing relationship with UO students and the Eugene community. Although Tacticsâ&#x20AC;&#x2122; online market is booming, their in-store sales could potentially be higher. Their company offers a wide variety of incentives and services such as free shipping throughout the U.S., no sales tax, low-price guarantee and a 60 day return policy.

Boardshop Market • Report has board sports (world) market at $19 billion by 2017 - Popularity centered around elite athletes, along with massive X Games exposure and the inclusion of snowboarding in the Olympics - Countries of interest: United States, Canada, France, United Kingdom, Norway, Switzerland, Australia and New Zealand • Accessibility and affordability have been key to market success and pushes towards this end have attracted a wider demographic • The inﬂux of women has provided a strong platform going into the future of board sports - Also inspiring sports apparel and increased retail sales • Participation continues to increase each year in the US, swiftly outpacing traditional sports, and in turn the US has become the single largest market worldwide

5 Ps

PRODUCT • Apparel 1. Tactics sells a curated collection of streetwear appealing to people who identify with board sport culture. 2. Majority of Tactics in-store apparel is menswear, because most of the in-store trafﬁc is male. However,

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market research shows that, based on buying power, women are key decision makers in the sports apparel market. Additionally, our primary research shows that out of our interviewees who shopped at tactics for gear, only the females shopped there for apparel as well. Gear: Snowboards Snowboard outerwear Snowboard bindings Snowboard goggles Protective snowboard gear Surfboards Surfboard racks and straps Surf accessories Wetsuits Complete skateboards Skateboard decks Skateboard parts Protective skate gear Skate accessories Servicing equipment

PRICE • Apparel: $12 - $300 • Gear: $4.50 - $1,000 • *Price matching policy: While Tactics may set prices above or below other competitors, they guarantee to match the price of any item to that of their competitors.

PLACE • Flagship store located 375 W 4th Ave., Eugene, OR, 97401 - Ideally located across the street from WJ Skatepark, new and popular in Eugene, as well as recognized for being the largest covered skatepark in the nation. - 2 miles from campus, making skating, biking or bussing an easy option for students who might not drive. - Located in a part of town students are not likely to visit regularly or without a speciﬁc purpose. • Warehouse located next to ﬂagship store, giving instore shoppers the option of receiving items out of stock in the store within a business day. • The Cascade Mountain range spans the eastern most boundary of the Eugene, Cascades & Coast region, and includes portions of the Umpqua and Willamette National Forests, crowded by Diamond Peak and the South, Middle and North Sisters. It is a destination for snow sports and all-season outdoor pursuits. PROMOTION • Current Mission: “You’ll Be Stoked.” • Print ads in student-related publications, i.e: Daily Emerald, Student Handbook, coupon books. • PR: Tactics hosted semi-regular skate events at the WJ Skatepark throughout the summer. • Tactics Store Website promotes certain deals - Guides for beginners learning to surf, skate or

snowboard - DIY guides for servicing gear • Sponsors skate, snowboard, and downhill skate teams. • Emailed newsletters/promotions - option via online sign up • Social Media - Blog: “The Grind” – An ofﬁcial blog that includes the company’s history, recent news and team members. Also, the blog provides style guides and new gears information to their customers. - Facebook: 52,672 likes, 284 visits - Instagram: 2,125 posts, 8,301 followers. - Twitter: 8869 tweets, 5,708 followers. - Youtube: The videos are focusing on introducing their new products and functions.1 PEOPLE Demographic • Age: 15-25 • Gender: Males and females • Interests: Snowboarding, skateboarding and surﬁng.

1. Hargrove, Kelli. “Report Has Boardsports Market At $19 Billion. By 2017.”Transworld Business. Transworld Business, 23 Apr. 2012. Web. 13 Oct. 2014.

Reviews “I don’t usually bother doing these reviews, but this time is different. Tactics were really helpful, from first ordering to the delivery. Not only did Tactics have the cheapest product, but the item arrived earlier than expected. With no sales tax and free shipping, Tactics is truly an easy and enjoyable online experience.” - Sam, CA “Love the clothing style. You’ll find a lot of stuff you can’t find in a normal mall, which these days are filled with ugly colors and awful cuts. I wished everybody shopped here so that I wouldn’t have to look at bad wardrobe anymore.” - Daniel, CA “You guys have some of the lowest prices around combined with possibly the largest selection I have seen on one web page/store. Your shipping was really fast. I got the email that said my item was shipped and it was on my doorstep the next day. This was my second order from actics and the customer service is second to none. The staff is really friendly and very knowledgeable about the products. Thank you for an awesome shopping experience. I highly recommend Tactics.” - Matt, OH

Competitors

Berg’s Ski Shop PRODUCT: Skis Snowboards Snow gear Kids snow gear PRICE: $30 - $1,100 PLACE: Online 13th Ave, Eugene, Oregon PROMOTION: Facebook and Twitter Zumiez PRODUCT: Men’s & women’s apparel Skate gear Snow gear Skateboards Snowboards Electronics PRICE: $5 - $600 PLACE: Online Locally: Valley River Center, Eugene, Oregon PROMOTION: Online

R.E.I. Outdoor Equipment PRODUCT: Men’s & women’s outdoor apparel Mens & women’s outdoor gear Mens & women’s outdoor equipment bikes, snowboards, skis PRICE: $30 - $3,500 PLACE: 306 Lawrence St, Eugene, Oregon PROMOTION: Online, print, social media Nonproﬁt partners with environmental interests Membership Vans PRODUCT: Men’s & women’s apparel Skate, surf, snow gear PRICE: $5 - $300 PLACE: Online Locally: Valley River Center, Eugene, Oregon PROMOTION: Social media (Instagram, Twitter, Facebook) Opt-in email promotions Promotions are on national level rather than local Blogs, OffTheWall.TV Sponsors US Surf Open Vans Warped Tour 8

Free shipping Variety selection Social media Low-price guarantee 60-day return policy Surf, skate, snow Local company Distance Atmosphere Environmentally

Reach student body Events Develop brand loyalty Ski inventory Sponsorships Partners Tactics community feel

S W O T

Lack of brand Message Distance No ski inventory Lack of exposure Competitors No rentals No lessons

REI DICKâ&#x20AC;&#x2122;S BERGS ZUMIEZ VANS JOURNEYS Valley River Center Sports Authority Online competitors

Target Audience Our target audience ranges in age between 18-28 years old. Within this demographic, our focus will be primarily University of Oregon students who identify with boardsport culture. The rate of turnover within the student population brings new potential board-buyers regularly, in contrast to the more static population of Eugenians who might purchase a board and then be satisďŹ ed for a number of years. While the perception that college students are poor is largely true, statistically millennials are more likely to spend money on luxury purchases when they do have the extra cash. Boarders are also willing to spend their money on specialty shops with money being an apparently small factor despite the economy. Based on qualitative primary research, our audience is willing to spend whatever they can afford to get the style of gear they are looking for. Whether they are a professional boarder or just someone whoâ&#x20AC;&#x2122;s attracted to the boardsport culture, for our audience, experience is king, and style is its queen. While the experience is the main motivator, it is style that conditions their experience on and off the board. Our audience is made up of passionate individuals who have their own personal style and want to incorporate that into all the aspects of their life. Tactics Boardshop is a natural ďŹ t for this audience because of the curated selection of products and exclusive brands they carry.

MEET AN AUDIENCE MEMBER Ian is originally from California, but currently is in his 3rd year at the University of Oregon. He’s wearing a worn pair of Vans and a bedhead that’s disguised by a forgiving haircut. He also admits to occasionally spending too much money, but would laugh and say it’s worth it for a good time. Experience matters more to him than cash— and so does style. His personal style isn’t just an expression of himself—it’s a part of his lifestyle. Ian believes that when he’s feeling good about himself, it raises the quality of his experiences. This means he’s down to invest in a dope pair of sneakers and show loyalty to brands he can identify with, even if they’re underground. (Especially if they’re underground). His sense of humor carries him through a lot in his life that other people might take more seriously. His perfect day on the mountain starts with pancakes and a drive to whichever snow resort has the best powder, even if there’s a closer option available. Who cares how long it takes? Ian cares more about the quality of his experience than immediate convenience. Blasting the music with your buddies on the way is part of the fun anyways. His music tastes vary from ska to hardcore, and from old-school to underground hip hop. He’s one of those kids walking (or skating, or biking) through campus with a big pair of headphones on. He’s got a bottle opener on his keychain—for obvious reasons—and he prefers craft beer. This is because the unique, quality products, and the brands that are willing to break the mold in order to make something awesome.

MOOD BOARD

RESEARCH METHODS For our secondary research we explored Mintel and Market Research databases as well as business journals such as Transworld and Forbes. We were looking for information relating to the boardsport industry and our target demographic. For our primary research we directly interviewed a range of boarders, from professional to casual weekenders. Of the 11 people interviewed, half were University of Oregon students. All but one of our interviewees mentioned shopping at tactics for gear during the interview. While some shopped at tactics for apparel, many did not, or also shopped for apparel at competitors.

SECONDARY RESEARCH In secondary our research, we found that millennials are more likely to make luxury purchases. Speciﬁcally, the majority of college students’ parents foot the bill for their basic needs, leaving them free to spend their money on luxury or whimsical purchases. Most spend their money on themselves. Interestingly, those involved in boardsports also display a willingness to spend despite tougher economic times. Results from the 2012 Surf Industry Manufacturers Association (SIMA) found that “the surf/skate/snow industry is a lifestyle driven by passion, not a passing trend. Dedicated surfers, snowboarders and skaters loyal to these sports continue to purchase at specialty retail, even in tougher times.”1

1. Grabowski, Gretchen. “Millennials’ Leisure Trends - US - February 2013.”Mintel. N.p., Feb. 2013. Web. Oct. 2013.

PRIMARY RESEARCH The conclusion resulted in these insights: Females were more likely to shop at tactics for apparel and males were more likely to shop solely for gear. Interviewees valued style over price, always. Many expressed that their style influences their perception of themselves, and when they’re feeling good about themselves, they have a better quality of experience. The overall experience was the main motivating factor in participation in boardsports and boardsport culture. As shoppers, our audience is likely to remain loyal to skate/surf/snow brands they identify with when shopping for apparel, rather than opting for more mainstream brands. When asked about Tactics specifically, rarity/exclusivity of brands and products was a common theme that separated Tactics from its competitors. “I bought my snowboard at Tactics after shopping around for a while with a specific graphic in mind.” - Ashley, 20 “I see owning gear as an investment, because it makes snowboarding more of a lifestyle or hobby, rather than a once-in-a-while type of thing.” - Max, 22 “Style is important ‘cause it’s a factor of experience. You feel better when you know you’re looking good.” - Max, 22 “Tactics has brands you can normally only get online.” - Ashley, 29

RESEARCH QUESTIONS Jonathan McDonald Professional Rider | Bear Mountain, CA Why did you start snowboarding and what kept you going back for more? (snow and skate) I literally started when I came from school one day and said to my mom, “I quit school and I’m moving to Big Bear!”. She wasn’t too stoked, but she understood eventually. What got me hooked to the sport(s) was the fact that it’s connected to all the sports I did growing up: skating, surfing and rollerblading. I love it because you’re in the great outdoors making turns without a care in the world. What kept me going was my second season of snowboarding, which is when I got my first sponsorship. Now I’m a well-known, up-and-coming rider, called “Mamba.” What really got me noticed was that I landed a triple back flip first try. What are your favorite brands and why? My favorite brands are Arbor snowboards, Volcom, Vans, Neff and ThirtyTwo. They have some of the best riding teams and their products are awesome, hip and stylish. Also all their riders are extremely down-to-earth people. These brands send their riders on super badass trips to some of the dopest places in the world. Would you say that this industry is more than just a sport? It’s definitely a religion. It’s a community. It’s our way of staying connected to the earth. There’s no better feeling than doing what you love, especially if it’s your job. I’d rather be on the mountain, in the water, or at a skatepark any day over a 9-5 desk job. It’s our escape, our zen. A stress-free world. I’m just thankful for every mountain, every wave, every cement bowl for giving us that gift and letting us rip on it!

Additionally, we conducted an online survey which included the following questions: Are you a student? Are you male or female? Do you surf, snowboard or skate? Have you heard of Tactics Boardshop in Eugene? If yes, how do you feel about Tactics? If no, where else do you shop for gear and/or apparel? Does transportation play a factor in where you shop?

Creative Brief SUMMARY: Tactics Boardshop is a locally owned and operated surf, skate and snow retailer. It was founded in 1999 by a group of riders who aimed to start a business from their passion for boardsports. Over the past decade their online store has been successful and consistently growing. However, Tactics hopes to further increase their in-store trafﬁc and develop a consistent relationship with the UO student population. WHAT’S THE PROBLEM: University of Oregon students currently see Tactics as a place to buy surf/skate/snow gear but not as a place to shop for apparel. Since Tactics has not yet established a consistent connection with the campus community, students shop there less and are consequently unaware of the exclusive lifestyle brands Tactics has to offer. ADVERTISING OBJECTIVES : Create a message for our target audience which communicates that you can shop at Tactics for exclusive and underground apparel brands, curated for their lifestyle and taste. SMIT: Tactics Boardshop offers the most authentic products and exclusive brands, which caters to its consumers’ desire to express their style in all aspects of their life. AUDIENCE: Our target audience demographic is 18-28-year-old University of Oregon students who are boarders themselves, or identify with boardsport subculture. When asked to rank style, function and price in order of importance to them, our research shows the majority chose style as most important, followed by function and then price. Because style is such a big motivator for our audience, they are willing to shop around more to ﬁnd the products that suit their taste. WHY SHOULD YOU CARE: The audience should believe this message because Tactics is made up of a team of riders that share the same passion for boarding and style. They are committed to selling a curated selection of authentic gear and apparel, including many exclusive & underground brands that no other retailer in Eugene can offer. Also, because they are a hip, specialty boutique, Tactics can turn shopping into an experience for our audience through the atmosphere of their shop, as well as the visual and social appeal. 17

Media Plan Tactics Boardshop is a locally owned and operated surf, skate and snow retailer. It was founded in 1999 by a group of riders who aimed to start a business from their passion for boardsports. Over the past decade their online store has been successful and consistently growing. However, the brand hopes to further increase their in-store trafﬁc and develop a consistent relationship with the UO student population. Objectives: • Sales: Increase in-store trafﬁc • Communication: Connect Tactics with the University of Oregon student body in a way that will establish an understanding of the brand and will facilitate a long-term relationship. We realized that our audience is made up of digital natives who are constantly using their smartphones, and our media plan uses this to Tactics’ advantage. We use QR codes scannable by Passbook and equivalent apps to track engagement throughout different media.

MEDIA MIX YOUTUBE VIDEO

Create a short brand film which portrays Tactics’ message to the audience. The film should be shared on all of Tactics’ digital media channels. The film should resonate with the audience in hopes that they pass it on to others via social media.

BUS STOP ADS

Create bus stop ads that effectively portray Tactics message. These should be placed on the campus bus stops as well as bus stops by the student housing off of Kinsrow Avenue. The ads will have barcodes scannable by Passbook and equivalent apps, with coupons and/or the youtube video as incentive for scanning. While waiting for a bus, the audience is probably already using their phones as a means of entertainment, and will therefore be more likely take advantage of the incentive offered for scanning the QR code.

COASTERS

Create Tactics Coasters and distribute them to local breweries and campus bars where our audience frequents. These should be distributed toward the end of midterms and ﬁnals week, when students are likely to go out and celebrate. The coasters should have a barcode scannable by Passbook and equivalent apps, with a 10% off coupon as an incentive to scan it. Students are likely to be using their phones while waiting for their order, and are therefore likely to take the time to scan the code. The barcodes should be unique for each venue so we can track where our audience hangs out the most and focus our advertising efforts there in the future.

ON-CAMPUS EVENTS

Tactics should hold events on campus to build a relationship with the student community. In order to maintain this relationship, Tactics should hold one event each quarter (excluding summer term, when fewer students are on campus to make the event worthwhile for Tactics). The events should aim to engage students and create an experience, rather than focusing on selling merchandise. Events should be divided up into surf/skate/snow categories based on the season. This will give the events more of a focus and get students excited for the upcoming boarding possibilities, while helping them connect with the brand on a personal level. These should take place during the second week of each term before students are busy with projects and after the first week so there is time to build up hype through flyers. The flyers should preview any competitions taking place that students might want to prepare for. There will also be a banner across 13th and university to promote the events the week before.

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1. SNOW FEST Hold a snow deck designing competition. This will be similar to the skate deck competition, except because of cost, only 1 winner will be chosen and they will receive the board, but duplicates will not be sold in the shop. Set up an inﬂatable mechanical snowboard simulator to give students the experience of hitting the slopes as they’re on their way to class. Not only is this likely to draw lots of attention and get people talking about Tactics, but it also gives students an experience—something that our target audience craves. Have select gear and apparel for sale as well as a pop-up dressing room. Give out Tactics swag.

2. SURF FEST Surf simulator. This is the same simulator that is used for snowfest, making the purchase a more worthwhile investment. Students who enjoyed riding it the last term are likely to participate again, and students who didn’t have a chance to during winter term now have the opportunity. Have select gear and apparel for sale as well as a pop-up dressing room. Give out Tactics swag.

3. SKATE FEST Hold 3 different skate competitions throughout the day, focusing on street tricks that don’t require extra equipment. Winners will win a Tactics gift card. • Hold a grafﬁti art competition and project it on a large screen. Set up three large plexiglass panels and select 3 participants, and have them create a skate scene on a panel within a certain amount of time. Each panel will have a camera ﬁlming the opposite side, with the recording being projected in real time on a large screen. This way, students will be able to easily view the competition, and it will create a spectacle to draw more students over to see what’s going on. The videos can then be replayed throughout the day while the event is still taking place, to continue to intrigue passersby. The video should have a prompt at the bottom urging students to vote for their favorite by tweeting their favorite under the hashtag #TacticsSkateFest or vote directly at Tactics.com. Winners will win a Tactics gift card. • Hold a skate deck designing competition. Encourage students to create a graphic worthy of a skate deck. All entries must be submitted that same day. 2 winners will be chosen. The winners will each receive a deck with their design and 2 decks of each winning design will be sold in the Tactics Boardshop. Students can vote for their favorite design at Tactics.com • Have select gear and apparel for sale as well as a pop-up dressing room. We don’t want them to forget about the awesome clothes Tactics has to offer, so apparel should be eye-catching in the forefront. • Give out Tactics swag.

MEDIA SCHEDULE 1

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Youtube Video Bus Ads (79x and Emx) Coasters On-‐Campus Events 1. Skate Fest 2. Snow Fest 3. Surf Fest

YOUTUBE VIDEO: Release at beginning of campaign and continue all year. BUS ADS: Fall term at the 79x and EMX bus routes. COASTERS: Because the coasters are likely to be used within a night or so, Tactics should deliver them to be used during the first 4 weeks of the term, after midterms, and definitely during and after finals week, when our audience is most likely to be at these places. ON-CAMPUS EVENTS: - Skate Fest 2 weeks into fall term - Snow Fest 2 weeks into winter term - Surf Fest 2 weeks into spring term. Though surf conditions in Oregon are actually better in the fall than the spring, the student population is likely to be looking forward to summer spring term, and are more likely to get excited about summer surfing than in fall term, when they are looking ahead to the coming winter.

MEDIA BUDGET BUDGET: $10,000 $600: Coasters (3,600) $4,000: Surf/snow simulator 2,000: Bus stop ads In-House: Youtube $100: 3’X15’ banner (buildasign.com) $100: Flyers for events (1,500) $1,500: On-campus event (3x) $350: Projection screen rentals (Pro Sound and Video Eugene) $300: Spray paint + grafﬁti show supplies (panes: $170 for 3) $300: Skate deck design comp. $300: Blank decks $200: Blank/customizable snowboard deck BUDGET BROKEN DOWN: EVENTS: $7,150 BUS STOP ADS: $2,000 COASTERS: $600 YOUTUBE VIDEO: In-House

Executions Our campaign is centered around the idea that Tactics is an authentic lifestyle brand for riders. We want the audience to receive the message that Tactics offers stylish gear to wear while on your board, as well as lifestyle apparel for when youâ&#x20AC;&#x2122;re off the board.

BUS STOP ADS In the bus stop ads, we show half of the model wearing lifestyle apparel, and half of the model wearing gear. This gives the viewer the message that a person can shop at tactics for their boarding gear as well as the clothes they would like to wear during their day-to-day lif-e. We executed a surf, skate and snow version. In each ad, the lifestyle apparel correlates with the boardsport displayed (i.e: the hoodie worn in the lifestyle side of the snowboard ad is a snowboarder brand). This thoughtful detail adds a level of authenticity to the ads that our brand-savvy target audience will take note of.

COASTER We wanted to make coasters because there is no better way to reach college students than through the connection of alcohol. Coasters will be placed on campus bars and locations around campus and have a barcode customers can scan to get a 10% off coupon. This barcode will also help us track how many people are interacting with the coupons. For the design of the coaster we used the Tactics logo in the middle to create brand awareness, and added our campaign slogan “On The Board/Off The Board” to keep our message consistent. We chose a blue/gray/ black/white color scheme to make the slogan stand out and to catch the viewer’s attention.

Making a branding video is important for Tactics because it enhances the meaning in their advertising, and ultimately sets the tone for Tactics as a brand in the minds of our audience. While staying true to brand, this video offers a fresh perspective on Tactics’ story, and should be the featured video on their YouTube profile throughout the campaign. Through the visuals and the narrative, we establish an emotional connection with our audience by telling them a story they can resonate with. Going beyond the general vibe of the film, we strategically selected certain elements: We chose to film by Autzen Bridge because it places the Tactics brand in a location familiar to our audience, and we also include a subtle-but-effective shot of the Tactics sticker on the bottom of the skateboard. Video link: http://vimeo.com/112889807 27

Evaluation *Because not everyone will scan the barcodes, the number of consumers reached is likely higher than those who scan the barcodes. YOUTUBE VIDEO: Trackable by views, shares, and likes on various channels. COASTERS: Coasters can be tracked by barcode scans, as well as by how many are used. EVENTS: Event participation can be tracked by votes during competitions, number of competition entries, as well as number of people who use the simulators.

Meet Our Team Rachel Jensen Creative Strategist rachelm.jensen1@ gmail.com

I’m a conceptual thinker interested in visual storytelling, digital strategy, and the human experience. Excited about: the great outdoors, human beings, video production, sports, coding, craft beer, and convincing people that I’m funny. Because I am.

Jamie Robinson Brand Strategist jamie_e_robinson@ gmail.com

Made in L.A. University of Oregon + University of London | B.S. Advertising. I’m an idea girl with a passionately curious mind. And yes, I know the guacamole costs extra. NYC Bound | January 2015.

Siyang Liu Designer/Art Director siyang329@gmail.com

Born in China, I have been in the United States for four years. The passion of curiosity and creativity lighted up my dream in advertising – an idea industry. I enjoy to come up with smart ideas and link them to my multicultural background. Love design, typography and photography.

Mark Mason Producer/Creative Mason5@uoregon.edu

Born and raised in Salem Oregon, I went to the U of O to fulﬁll dreams of becoming the next Kirk Herbstreit and talking about college football on ESPN. I quickly learned that my gifts and passions lied behind the lens, and I grew an appetite for making cool music videos and stories for friends or just for fun. I hope one day to write and direct for commercials and eventually ﬁlm. Fantasy football and Tarantino movies are life.

Melissa Chambon Account Manager mjchambon@yahoo. com

From London to Chicago to Tahoe to Eugene. Someone whose sense of adventure and curiosity keep me asking questions. I try to listen more than I talk and am always looking for new inspiration. My creativity comes out in my writing — my idea journal is chalked full of doodles, ideas, rants, and words.