A Plansbook by Mountain Momentum Marketing
Chris Coulombe, Adam Ring, Taylor verdi, Adrienne Crompton, Alex Graham, Courtney Gibson
Contents
2
Page 2 Contents
Page 14 Evaluation
Page 24 Events
Page 3-4 Executive Summary
Page 15 Social Media Plan
Page 25-26 Social Media Schedule
Page 5 Client Mission Statement
Page 16 Billboards
Page 27 References
Page 6 Situational Analysis (Internal)
Page 17 Direct Marketing
Page 7 Situational Analysis (External)
Page 18 Print
Page 8-9 SWOT Analysis
Page 19 Internet Ads
Page 10 Target Audience IdentiďŹ cation
Page 20-21 Television Ads
Page 11-12 Budget
Page 22 Social Media
Page 13 Campaign Timeline
Page 23 Blog
Executive Summary Opportunity to expand the North Face market, heavily relies with focusing on untapped markets. The North Face is committed to expanding its female market in the coming sales year. Founded in 1966 in San Francisco, the North Face company aspired to influence, cultivate and share the joy of the great outdoors.North Face has dedicated its business model to promoting outdoor experiences for all through its production of quality outdoor apparel and equipment. Using eco-friendly materials, they have committed their products to sustainability, fashion and functionality. In their quest to become a leading manufacturer for outdoor products, they have integrated their efforts into many conservation endeavors, keeping North Face true to their mission. Though they are a respected contributor to environmental efforts and a leading manufacturer for outdoor products, North Face desires to expand and strengthen their female market. Since women tend to influence other women, by sharing brands that they love and meet their needs, this market has great potential. Through the use of social media and touching on the interests of their potential female market, North Face stands to lead the industry in female sales by simply being a quality brand that consumers can feel good recommending to others. North Face offers women assurance and comfort from weight sensitivities by offering a complete line of comfortable and flattering apparel options for every style from XS to extended sizes. North Face provides the added benefits of being eco-conscious for those who want more out of a shopping experience than a piece of clothing. With every North Face purchase, comes an act of philanthropy consumers can feel good about supporting.
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Executive Summary (Continued) by Focusing on quality, performance and the newest technologies, North face will begin focusing on expanding its female market. Our Campaign Strategy will be dedicated to inuencing and encouraging the female demographic to seek outdoor activity as means of exercise, recreational activity or personal interest. Creative Concept will be geared primarily to women. By highlighting women taking part in outdoor activities and exercise, to showcasing women in extreme sports. The goal will be to inspire, empower and encourage women to take on new challenges with the help of north face products. Social media will be used to target women directly based on viewing trends, exposure and overall appeal. Heightened focused on the platforms more frequently used by women and catered to their interests and inuences. Integrated Concepts-north face will look to start adding sponsorship for popular female inuencers. This type of product awareness and advertising is a new trend among social media and the female demographic.
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Client Mission Statement: “Provide the best gear for our athletes and the modern day explorer, support the preservation of the outdoors, and inspire a global movement of exploration.�
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Product Performance Analysis
Strategic Determination Corporate Culture and Analysis Identity
Previous Promotional performances
Gordon lyons jacket, best Successful track record of “We believe that the success seller. developing new products of our business is fundamentally linked to FUTURELIGHT™-breathability Achieve high level of having a healthy planet.” /rain-resistant jackets. customer satisfaction and good brand equity North face strives to be GORE-TEX®-Lightweight/ sustainable and use more increased breathability. Highly skilled workforce recycled materials. through successful training THERMOBALL™-Lightweight. and learning programs The North Face believes Extreme warmth capability. strongly in the Compact for storage. Strong brand portfolio preservation of our national parks, land, FlashDry™-Quick dry and Built an expertise at entering forests, and waterways. tear resistance new markets and making success of them The North Face makes its WindWall™-Reduces the products gender neutral in wind chill effects. Strong dealer community many sizes for all to enjoy
Since the inception of their Clothes The Loop program, 95,000 pounds of footwear and clothes have been recycled. NF has planted approximately 37,000 trees in the Lower Mississippi region, helping to protect California’s redwoods. The Backyard Project Builds relationships with u.s. farmers, mills, and manufacturers. It removes 4,068 metric tons of CO2 annually
Situational Analysis (Internal)
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Market Analysis
Competitive Analysis
16% of NF products are sold Nike, columbia, patagonia, in NF owned, namesake l.l.bean, canada goose stores. Including the nf direct website sales. Patagonia claims to be more environmentally friendly 84% acquired by outside than NF merchants, national chains and department stores. North face as a company has a projected annual sales of $3 billion for the upcoming fiscal year. NF serves U.S and international markets.
Environmental Analysis North Face is committed to sustainability. In 2015 the North Face Fund Program awarded $500,000 to 47 nonprofits to get more than 30,000 people outdoors. Nf created the clothes the loop program allowing customers to drop off used apparel and footwear for refurbish and resell.
Situational Analysis (External)
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Customer Analysis The largest issue facing
millennial women is weight acceptance at 27% 65 % of millennial women are more likely to share a personal photo on social media than anything else, while · 64% don’t mind spending more if it fits their needs 26% of women would share a product recommendation.
Strengths: (Build and Enhance) -
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industry leader for product innovation. NORTH FACE HAS SECURED BRAND LOYALTY AMONG CUSTOMERS THROUGH QUALITY PRODUCTS with lengthy product life cycles AND MANAGING CONSUMER RELATIONSHIPS. STRONG DISTRIBUTOR RELATIONSHIPS WITH IN STORE MARKETING. Comfort, many sizes available, may different types of products and styles developing new products, high-quality material. Strong philanthropic approach
SWOT ANALYSIS
Weaknesses: (Resolve and Reduce) 8 -
female market is one that North Face has struggled to capture. Expensive not enough gender-neutral apparel does not appeal enough to the female audience not adapting to the latest trends fast enough when it comes to apparel Cost of sustainability Isolated target markets
Opportunities: (Exploit and Expand) -
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Encourage more women to partake in outdoor activity. More affordable clothing while keeping the material at its standard that everyone enjoys, reach a wider audience (age, gender, class) Expand product lines new store locations Exploit use of social media. Snapchat even states that "on any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States
Threats: (Avoid and Thwart)
SWOT ANALYSIS (CONTINUED)
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Main competitors are Patagonia, Columbia, L.L. Bean and Jansport. consumers wanting different products to follow the latest trends. buying from other sellers other than our company and selling at discounted rate social media (amazon, facebook marketplace) Highly competitive market Counterfeit products
Target Audience insights
10
Female buying power represents 85% of overall US spending power this translates to $170 Billion spending power among millennial spending power. Price and value of products are large factors when Millennial women consider purchasing a product While they use a lot of technology and social media they still rely heavily on recommendations from Friends and family Millennial consumers expect brands to reect their values and say something about who they are. Female consumers want to see representation in advertising that is not patronizing to them and makes them feel like they have value as a consumer
Budget
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The budget of measured media for the marketing strategy consists of $10.4 million. As a push to promote gender-equal advertising, a breakdown of the budget is required.
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Budget Breakdown Event
Item
Mail/Email
Printing/Postage as well as creating.
Magazine Ads
Outdoor
Billboards
Internet Ads
Click Ads
Television
30 sec Ad
Social Media ProďŹ les
Employee Management Fee
Blog/Vlog
Employee Management Fee
Events
T-Shirts Staff-Volunteers Advertising
Cost
12 Gross Impressions
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2-4 weeks before campaign kickoff:
1
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Analyze/set goals for campaign Hold campaign committee meeting Plan ambassador training Order campaign supplies & promo items
1 Week before campaign kickoff:
2
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Educate employees about the north face company Launch campaign promotions to all employees
Week of campaign:
3
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Hold a kick-off event to build enthusiasm for the campaign Encourage participation within the workplace Introduce interesting facts daily Report progress to all campaign managers
Campaign Timeline
Evaluation Founded
in 1966, The North face company specializes in apparel such as jackets, sweatshirts, t-shirts, in addition to footwear and accessories for both men and women. While our primary industry is clothing, we are not limited to such. Our brand is continuously expanding into a world of new discoveries. We are dedicated to provide quality in all of our products no matter the area of which product you choose to sport. From hiking, to camping, to simply wearing something you feel conďŹ dent in, We strive to succeed for your beneďŹ t. While choosing to specify on the female market, our brand is not one to be put in a box. With such apparel, our company is able to speak to a wide variety of audiences while providing quality market products.
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The strategically placed billboards will be used to promote not only the events that will be taken place in the two cities, but also encouraging people to get outside and explore in some of the best states to hike. These states were selected due to their highly sought after hiking trails for hikers of various experience levels.
Billboards Location
Number of Billboards
15 Cost Per Sign (monthly)
Arizona Washington Maine California Colorado New York Montana Utah Wyoming Total Media Cost
Cost
Duration (months)
Total Cost
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Direct Marketing For this campaign, we intend to send out various forms of promotional material to retain current customers while encouraging new customers to put our products to the test. The various forms of direct marketing we intend to deploy will be mailed promotional coupons as well as events we sponsor, magazines promoting out products, and email promotions. We will be able to track the effectiveness of the direct marketing strategies by tracking what promo codes are used and if users interact with are emails that will take them to the main website.
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For the purpose of this campaign, we will choose to advertise in magazines popular with our target audience. This would include outdoor magazines, women’s health and ďŹ tness magazines, and parenting magazines
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Internet Ad Internet ads will be directed toward people who have shown an interest in outdoor equipment. The ads will be either full page interactive as or banner ads that appear on their searches or article they are reading. The effectiveness will be determined by how many users interact with the various types of ads as well as if it leads the customer to purchase any product. PPC: $1.72
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Television Ad For this medium, we plan on airing 30 second ads on various channels ranging from $20,000 to $200,000 depending on the channel it will be airing on. By utilizing T.V. ads, we are able to better show viewers what our products are capable of and encourage them to start their own adventure. This is our highest budgeted medium coming in at $5,000,000.
21 Scene 1: A woman wakes to the sound of a loud, repeating alarm sound. She smacks the off button. Scene 2: The woman is seen sitting at a table, trying to enjoy her breakfast before going to work. Multiple kids are heard screaming and fighting in the background. A loud TV is heard broadcasting news of wars breaking out overseas. Scene 3: The woman is sitting in her car on the freeway, trying to get to work. Car horns, people yelling, and loud road construction equipment can all be heard in the background as the woman sits with her head leaning on her hand.
Scene 4: Once at work, loud sounds of dozens of phones ringing, people screaming at each other, printers and copiers running, and filing cabinet drawers slamming shut. Scene 5: While sitting at her desk, the woman’s phone begins ringing and vibrating on her desk. Because she is at her breaking point, she answers the phone and yells “WHAT?!”. She is greeted on the other line by the calming sound of wind blowing, water running, and birds chirping. The woman stops for a second to appreciate the peaceful sounds and begins to smile. Scene 6: The woman is seen from behind, standing alone at the bottom of a mountain, looking to the top with a North Face backpack on her back. The screen fades to black with the sounds of wind blowing, water running, and birds chirping. After a brief pause, another headline emerges reading “Adventure is Calling”. The caption disappears and The North Face logo appears.
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Social Media Social media is an important part in women's lives. They use it to connect with friends, create things, shop for products and much more. North Face using social media will target these women. North Face products connect with people by using less animal products so being animal friendly and up cycling old North Face attire and reselling it. Connections with consumers and online presence will help create more brand awareness.
Twitter can be used to connect with women and allow North Face to contact directly with the consumer as a person rather than just a brand. Our plan involves engaging with the women consumers by liking post, retweeting them, and even offering giveaways.
Facebook will be used to show the timeline and history of the North Face brand and show it has evolved over the years. Sharing the story of North Face and documenting the journey will help when connecting with women consumers.
Snapchat can be used to target women who are twenty four and under by posting ads for North Face and having pop up subscriptions tailored for you.
Pinterest is primarily used by women which makes it the perfect platform for The North Face to connect with women. North Face will have advertisements on Pinterest for women to view as they view the clothing, hobbies, or activities categories. It will also be featured under the shopping category. If people pin it, their followers will then see the ad.
Instagram creates a huge platform for North Face to create a presence. Instagram is used on all devices including computers. North Face shares photos of all their women products including jackets, shoes, activewear, sportswear and much more. Using women inuencers on instagram helping promote the women attire that North Face has to offer creates more brand awareness. These post can also be posted on twitter and facebook.
Blog/Vlog For this campaign, we will be using personal bloggers. These selected few will be constantly traveling while writing about their various experiences while taking photos and promoting the various North Face Products they are using throughout their journey. By utilizing bloggers, we can gain exposure for our products when someone else is putting them to the test and giving them their honest feedback about the quality, reliability and durability. Consumers have been shown to respond well to both blogs and vlogs when researching various products or services. Frequency: 1 video/ Blog post a week for a year.
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Events To help get our message out that adventure sees no gender, we plan on sponsoring/ creating some events that will give people a ďŹ rst hand experience of what makes the outdoors so great. Each of the events will be specially targeted to younger females encouraging them to come out and partake in one of the different events or both. Each of these events is geared toward recruiting new adventure seekers while still providing an entertaining adventure for the more advanced adventurers.
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The North Face Go Hike event: an event that will be hosted during April. The event will encourage hikers of all skill levels to come out and hike some of the beautiful terrain in up state New York. The North Face Girl Power event: This event will encourage young female hikers of all experience levels to experience some of the breathtaking views that Maine has to offer. This event will be hosted during the June.
Social Media Schedule
25 Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Facebook Instagram Twitter Pinterest Snapchat It is not enough to simply know which social media platforms to use. Just as important as knowing what to use is knowing how and when to use them effectively. Each social media platform has different target audiences and the frequency of which people use social media platforms differs among females, males, and ages. Facebook is not commonly used by people less than 24 years old, Snapchat is more popular for those 24 years old and younger. Instagram is the most popular social media platform and this time and it is the best platform for advertising. Instagram has more reach than other social media platforms because people check their Instagram page more frequently than other social media pages. However, it is best for companies that already have a strong following. Pinterest is more popular among females than males and more popular with the 18-29 demographic.
Jan Traditional Direct Print Outdoor Internet Television New Media Social Media Blog/Vlog Events TNF Go Hike TNF Women Power
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total Cost
Marketing Schedule
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References The Comprehensive Guide to Online Advertising Costs. (n.d.). Retrieved from https://www.wordstream.com/blog/ws/2017/07/05/online-advertising-costs (n.d.). Retrieved from https://www.similarweb.com/website/thenorthface.com Simova, A. (2019, June 17). Best Times To Post on Facebook, Instagram, Twitter, Snapchat & Pinterest. Retrieved from https://amplifr.com/blog/en/best-times-to-post/