apple public relations plan
Khaled Alghamdi / Kate Harvey \ Victoria Schmidt
table of contents 3 BACKGROUND 5 SWOT ANALYSIS 7 OPPORTUNITY STATEMENT 8
GOAL STATEMENT
9
OBJECTIVES
10 KEY PUBLIC: Preadolescent ChildreN 16 KEY PUBLIC: Business Professionals 22
EVALUATION
23 WORKS CITED
background
situational analysis Apple’s current mission statement is, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.” (What is Apple’s current mission statement and how does it differ from Steve Job’s original ideals?, 2015) Led by current CEO since 2011, Tim Cook has a much different approach and vision than the late CEO Steve Jobs, “To make a contribution to the world by making tools for the mind that advance humankind.” Apple is targeted to become the world’s first $1 trillion dollar company. (Farrell, 2015) Tim Cook was also recently named the lead independent director for Nike (Kell, Vanian, 2016). Although Cook has served on Nike’s board since 2005, his new, more prominent
Apple is targeted to become the world’s first trillion dollar company.
role provides a platform to expand their partnership. With strong brand recognition and stock spiking 6.5 percent on July 27, its best day since April 2014, Apple has a strong foundation to enhance and expand its partnership with Nike through the leadership role of Tim Cook. By continuing to partner with Nike, the most prestigious athletic clothing and shoe company, the mu-
tual benefit will result in win- win for both organizations. Currently facing threats from Under Armour and Adidas, Nike faces similar competition as Apple recognizes the FitBit as a consistent competitor for the Apple Watch (Chen, 2016). Focusing on only a few extremely innovative ideas, Apple’s weakness’ lie in the potentially missed opportunities that arise as a result of their ever increasing selectivity (Cyran, 2016).
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situational analysis (continued)
Nike and Apple first launched in 2006 with the creation of the Nike+iPod Sport Kit. Apple made the iPod and sensor that tracked people’s runs, while Nike provided the running shoes and the website to log them on. It integrated hardware and software seamlessly. Each time you synced your iPod with iTunes, Apple sold your run data was uploaded and the Nike+ its billionth website opened automatically (Bower, 2015). iphone in Our campaign will expand and enhance this 2016. union through highlighting the new technology of the Apple watch. Apple has been criticized recently for a variety of complaints on podcast. “It is, in other words, an industry now, one that Apple essentially gave life to and still dominates. Yet at this moment of triumph for podcasting, concerns are growing in the community about how much Apple actually cares.” (Hermann, 2016). Partnering with Nike also gives Apple access to elite athletes to create podcast and digital fitness programs for everyday users. As seen with tennis star Serena Williams, a 24-hour mobile personal trainer, the Nike Training Club app incorporates Williams’ full-body workout to routines from Nike’s elite athletes. The workout is one of more than sixty 15, 30 and 45-minute workouts on the NTC app, which matches gym work to your goals and fitness level and features video demos and playlist sync. (Women’s Health and Fitness, 2013) Apple has an opportunity with the support of Nike to make major strides in personal fitness and tracking. Tim Cook can build on the strong reputations of quality in both companies to create a unique experience with the Apple Watch, using a brand-new Nike fitness tracking app called Epiphany and potential for podcasts from world class athletes sponsored by Nike to inspire fitness in the public. Fueled by the energy of the 2016 Olympic Games, this strategy focuses on the publics of preadolescent American children and business professionals
1976 apple founded
2005 tim cook joins nike board
2006 Nike and Apple partner with the creation of the Nike+iPod Sport Kit.
2011 tim cook named ceo of apple
2016 tim cook named independent director at nike Stock spikes 6.5 percent Apple sells its billionth iPhone
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s wot analys is
S t r e n gt h s Innovation: Apple, which rose to prominence behind the visionary leadership of Steve Jobs, has had a knack for staying ahead of the fast-moving technology curve. Rock-Solid Finances: The company has been nothing short of a cash cow since the first iPhone was launched, including about $38 billion in cash assets and $127 billion in long-term marketable securities on its balance sheet. Customer Loyalty Technology Leader Reputation Easy to Use
weaknesses Premium Pricing: Apple’s computing devices are typically among the pricier ones on the market, even though the company did attempt to expand into the large value segment when it launched its scaled-down iPhone 5C smartphone in September of 2013. Limited distribution network: Apple has a limited distribution network because of the company’s policy of exclusivity. For instance, the company carefully selects authorized sellers of its products. Podcast – Need fresh ideas Slow to new ideas Declining fan base
o p p o rt u n i t y Product Potential : Apple has the opportunity to explore new product lines. Its current product lines are highly successful. Through further innovation, Apple can introduce new product lines, like what the firm has already done with the Apple Watch. Formation of strategic partnerships: : Through the leadership role of Tim Cook in both Apple and Nike, both companies can expand their markets through a successful unification on projects.
t h r e at s Competition : Tough competition in the industry is partly because of the aggressiveness of firms. Apple competes with firms like Samsung, which also uses rapid innovation. Because of the aggressive behaviors of competing firms, it is necessary to have strong fundamentals for maintaining competitive advantage. In addition, Apple faces the threat of imitation. This threat is significant because of the large number of firms that can easily imitate Apple’s products, including Fit Bit. . other Fitness Apps
Access to elite athletes
Cheaper price with competitors
Upcoming 2016 Olympic games.
Rapid changes and demand in technology
opportunity Statement: / 7 \
With the energy surrounding the upcoming Olympic games and second quarter record stock prices, A p p l e has an opportunity, with the support of N i k e , to make major strides in personal fitness and tracking.
Goal Statement:
To expand and enhance the partnership between A p p l e &N i k e through the leadership role of Tim Cook and a digital fitness campaign centered around the 2016 Summer Olympic Games.
OBJECTIVES:
I n fo r m at io n a l
To increase awareness of Apple and Nike’s partnership by 25 percent over the course of the 2016 Olympic Games.
A t t i t u di n a l
To build on the positive attitude and representation of the A p p l e W at c h and it’s abilities to track fitness through one million media impressions over the course of the 2016 Olympic Games.
B e h av io r a l
To increase fitness participation by 25 percent through workout challenges presented on the A p p l e W at c h created by fitness experts over the course of the 2016 Olympic Games.
Key public
(ages 10-13)
P r e a d o l es c e n t
children
background
Preadolescent Children Over twenty millions children in the United States are currently between 10 and 13 years-old, and they are ready to be molded into the next generation of opinion leaders. Preadolescence, also known as pre-teen or tween is a stage of human development following early childhood and preceding adolescence. It generally ends with the beginning of puberty, but may also be defined as ending with the start of the teenage years. This is an important demographic to reach because they are culturally and technologically savvy. They are mass consumers of media and information and 17 percent of are constantly learning new ways of thinking. As highly adaptchildren 10-15 able members of society, they embrace change and integrate it
years-old are obese
quickly into their daily lives. They also have a large presence on social media.
Exercise is widely known as a remedy for poor health and child obesity, but exercise for children is becoming increasing vital for an array of other developmental advances. By stimulating the brain growth and boosting cognitive performance, kids are able to focus - and it turn, it may make it easier for kids to learn and achieve. When adults create environments that prevent kids from being active, they are not only undermining their health, but they are also making it more challenging for kids to succeed academically. At the Salk Institute, Henriette van Pragg and her colleagues compared sedentary mice with mice that ran an average of 3 miles each night on a running wheel (van Pragg et al 1999). Compared to the “couch potatos” the aerobically challenged mice showed dramatic brain growth, specifically, the hippocampus - a brain region associated with learning and memory - which was twice as large. In addition, the brain cells of the aerobic mouse could sustain longer bouts of “long-term potentiation,” the increased efficiency of communication between neurons that occurs after neurons fire.
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objectives
background continued
Children of all ages, but particularly the preadolescent generation tremendously value and admire the professional athletes that they watch on the television. They want to look like them, act like them and perform like them. In light of the 2016 Olympic Games, Apple can utilize these desires to encourage adolescents to be fit through using the Apple Watch.
I n fo r m at io n a l
To increase awareness of Apple & Nike’s partnership by 25 percent among preadolescent American children over the course of the 2016 Olympic Games.
A t t i t u di n a l
To build on the positive attitude and representation of the A p p l e W at c h and it’s abilities to track fitness through one million media impressions over the course of the 2016 Olympic Games.
B e h av io r a l
To increase fitness participation among preadolescent American children through workout challenges presented through Ep i p h an y on the A p p l e W at c h created by fitness experts over the course of the 2016 Olympic Games.
primary
messages
When you exercise frequently you are able to learn more effectively. Through using Epiphany on the Apple Watch, you can begin a healthy and positive journey that benefits your future; a quest that models after the athletes you look up to.
secondary - Your participation will be an example to your fellow classmates who will follow your lead in living an active lifestyle. Knowing of your commitment, they also will join in the movement. - Approximately 17 percent (or 12.7 million) of children and adolescents aged 10-15 years-old are obese - The Apple Watch provides a fun, easy and unique support system that encourages you to be active. - Join the 28 million active members of Epiphany and be proud to share your goals and accomplishments with your friends and counterparts - Receive a 5 percent discount on all Nike products upon buying the Apple Watch.
Strategies and Tactics:
tactics Give every Olympic qualifying athlete and their families an Apple Watch and “every day” Nike apparel with the intention of them wearing the items while appearing on television.
Strategy One: Increase awareness of Apple and Nike’s partnership by among children ages 10-13 through the example of professional athletes that will compete in the 2016 Summer Olympic Games.
tactics Develop Twitter contest that encourages children to create short videos explaining why being active is important to them. The winner will be given tickets for him/her and their family to attend the 2016 Olympic Games, an Apple Watch, and $1,000 of Nike apparel to wear at the games. A videographer will follow the winner during the games and create a short documentary that will be uploaded on YouTube that will feature the contest winner interviewing athletes before or after competing.
tactics Create podcasts available over ITunes and Apple Music that include interviews with famous athletes including 16 yearold gymnasts, Laurie Hernandez and Laura Zeng, swimmer, Michael Phelps and tennis player, Serena Williams. They will be geared towards encouraging children to be active and to “Just Do It,” (Nike’s slogan) through the Epiphany application on the Apple Watch.
tactics Offer exclusive tours of Apple facilities tailored to middle school students students that can be taken as educational field trips.
Strategies and Tactics: / 15 \
Strategy two:
Increase fitness participation among children through workout challenges presented on the Apple Watch created by fitness experts over the course of the 2016 Olympic Games.
tactics
tactics Donate 2,000 Apple Watches to Middle Schools across the United States to incorporate into their fitness/physical education curriculum. Have professional athletes present the technology to students during an assembly while sporting Nike apparel. Give away a pair of signed Nike athletic shoes by several Olympic athletes to the winner of a relay race tracked on the Apple Watch.
Develop a fitness campaign utilized through an application called Epiphany on the Apple Watch that allows kids to earn points by being active. The points unlock funds to provide food for hungry kids (Nike and Apple will each contribute up to five million dollars worth of donations for the U.S. Hunger Relief Organization whose mission is to feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger). Olympic athletes will create a workout designed for children that are unique and innovative.
Key public
B u si n es s
Professionals
background
Business Professionals Studies indicate that mental firepower is directly linked to physical regimen, and nowhere are the implications more relevant than to performance at work. Substantial cognitive benefits can be achieved by incorporating regular exercise into a daily routine including improved concentration, sharper memory, faster learning, prolonged mental stamina, enhanced creativity and lowering stress. Exercise has also been shown to elevate mood, which has serious implications for workplace performance.
mental firepower is directly linked to physical regimen
rectly influence the degree to which you are successful. There is also evidence suggesting that exercise during regular work hours may boost performance.
The results of a Leeds Metropolitan University study examined the influence of daytime exercise among office workers with access to a company gym. Within the study, researchers had over 200 employees at a variety of companies self-report their performance on a daily basis. They then examined fluctuations within individual employees, comparing their output on days when they exercised to days when they didn’t. They found that on days when employees visited the gym, their experience at work changed. They reported managing their time more effectively, being more productive, and having smoother interactions with their colleagues. Just as important: They went home feeling more satisfied at the end of the day. This information elucifies the need for working professionals who spend their in the office to take time to exercise at work.
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Professional workplaces require employees to build interpersonal connections and foster collaborations. Within this context, feeling irritable is no longer simply an inconvenience. It can di-
objectives I n fo r m at io n a l
To increase awareness of Apple & Nike’s partnership by 25 percent among preadolescent American children over the course of the 2016 Olympic Games.
A t t i t u di n a l
To build on the positive attitude and representation of the A p p l e W at c h and it’s abilities to track fitness through one million media impressions over the course of the 2016 Olympic Games.
B e h av io r a l
To increase fitness participation among preadolescent American children through workout challenges presented through Ep i p h a n y on the A p p l e W at c h created by fitness experts over the course of the 2016 Olympic Games.
messages
primary As a business professional who exercises frequently you will be able to managing your time more effectively, be more productive, and have smoother interactions with your colleagues. Through using Epiphany on the Apple Watch, you can begin a healthy and positive journey that benefits yourself and your workplace; a quest that models the successful CEO’s you look up to.
secondary Apple CEO Tim Cook is a fitness enthusiast and enjoys hiking, cycling, and going to the gym. Although Cook values privacy in his personal life, he has consistently been an advocate for how physical activity plays an important role in his daily routine and contributes to his ability to be productive throughout the work week. - Cook uses the Apple Watch to track his fitness goals. - As of 2012, Cook was paid $ 378 million, making him the highest paid CEO in the world - Cook is the first openly gay CEO of a Fortune 500 company - Cook was misdiagnosed with multiple sclerosis in 1996, an incident he said made him “see the world in a different way.” He has since taken part in charity fundraising, such as cycle races to raise money for the disease.
Strategies and Tactics:
Strategy One: Increase fitness participation among business professionals through workout challenges presented on the Apple Watch created by fitness experts over the course of the 2016 Olympic Games.
tactics Develop a fitness campaign utilized through an application called Epiphany on the Apple Watch that allows users to earn points by being active. The points unlock funds that will be donated to charity that combats diseases such as AIDS, tuberculosis, and malaria (Nike and Apple will each contribute up to five million dollars worth of donations to ProductRED, an organization that Tim Cook avidly supports for their work in the LGBTQ community). Olympic athletes will create a workout designed for businessmen and women that find it challenging to integrating physical fitness into their busy daily routines.
tactics Give every Fortune 500’s CEO, CFO and COO Apple Watches and encourage them to use it to track their fitness. Give away a pair of signed Nike athletic shoes by several Olympic athletes to the person who integrates the Apple Watch most effectively into their daily routine.
tactics Offer exclusive tours of Apple facilities tailored to business professionals that highlight how work and exercise can be integrated for the greater good of the company.
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Strategies and Tactics: / 21 \
Strategy two
Increase awareness of Apple and Nike’s partnership among business professionals through the example of successful CEOs and athletes that will compete in the 2016 Summer Olympic Games.
tactics Create podcasts available over ITunes and Apple Music that include interviews with famous athletes including swimmer, Michael Phelps and tennis player, Serena Williams. They will be geared towards working professionals encouraging them to be active and to “Just Do It,” Nike’s slogan.
evaluation
To measure our informational objectives we will use awareness, comprehension, retention and reception surveys. Our attitudinal objectives will be evaluated through attitudinal surveys. Behavioral surveys and observations of behavior will be to assess the success of our behavioral objectives. Output objectives will be measured quantitatively by counting the actual outputs and measuring their overall effectiveness as tactics.
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Chen, B. X. (2016, May 02). Fitbit Strives to Escape the Shadow of Apple. New York Times. Retrieved from http://www.nytimes.com/2016/05/03/ technology/fitbit-strives-to-escape-The-shadow-of-apple.html
works cited
Cyran, R. (2016, May 26). Rethinking Apple’s Recipe for Success. New York Times. Retrieved from http://www.nytimes.com/2016/05/27/business/ dealbook/rethinking-apples-recipE-for-success.html Farrell, M. (2015, March 24). Will Apple Be The First Trillion-Dollar Com pany? Cantor Fitzgerald Says Yes. Wall Street Journal. Retrieved from http://blogs.wsj.com/moneybeat/2015/03/24/will-apple-be-the-first trillion-dollar-company-cantor-fitzgerald-says-yes/ Herrman, J. (2016, May 07). Podcasts Surge, but Producers Fear Ap ple Isn’t Listening. New York Times. Retrieved from http://www.ny times.com/2016/05/08/business/media/podcasts-surge-apple.html?_ r=0 Kell, J., & Vanian, J. (2016, June 29). Tim Cook Becomes Nike’s Lead In dependent Director. Fortune. Retrieved from http://fortune. com/2016/06/30/apple-ceo-tim-cook-nike/ Petersen, K. (2014, April 19). Why Nike is actually more committed to mobile than ever. Carnival. http://www.footballfoundation.org/News/ Photos/PhotoDetails/tabid/646/Article/51174/nff-board-member-tim cook-named-ceo-of-apple.aspx Serena Williams’ full body workout. (2015, November 9). Women’s Health and Fitness. http://www.womenshealthandfitness.com.au/fitness/ workouts/657-serena-williams-butt-workout What is Apple’s current mission statement and how does it differ from Steve Job’s original ideals? (2015, April 23). Investopedia. Retrieved from http://www.investopedia.com/ask/answers/042315/what-apples-cur rent-mission-statement-and-how-does-it-differ-steve-jobs-original-ide als.asp
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