Public Relations Strategies & Tactics
The messaging and positioning component of this campaign will drive the public
relations to align with the company brand, while incorporating new tactics. These
tactics will be incorporate innovative ways to get the consumer more involved in the
brand.
Campus Clubs:
TOMS currently has existing campus clubs on campuses such as New York University,
Ohio State, and University of Michigan. In order to better reach the desired target
market, TOMS will reach out to different colleges and universities asking them to start
a campus club rather than having students apply to start one. Being involved in
campus clubs will allow students to gain experience in promotions, marketing, and
event planning.
New Store Opening Event:
As a part of this strategic plan for TOMS Shoes, TOMS will open exclusive retail stores.
Before opening a number of stores, one “test” store will be opened near their
headquarters in Santa Monica, California. In order to attract as many customers as
possible, TOMS will hold an event for the store opening. Contests to win a free pair of
shoes will take place, along with handing out free TOMS flags and stickers.
Shoe Drop “Buzz”:
In order to create buzz about this shoe drop, TOMS will put up different posters in the
area and at different local businesses to promote this event. This will aim to catch the
attention of those in the area.
Public Relations Strategies & Tactics
The messaging and positioning component of this campaign will drive the public
relations to align with the company brand, while incorporating new tactics. These
tactics will be incorporate innovative ways to get the consumer more involved in the
brand.
Campus Clubs:
TOMS currently has existing campus clubs on campuses such as New York University,
Ohio State, and University of Michigan. In order to better reach the desired target
market, TOMS will reach out to different colleges and universities asking them to start
a campus club rather than having students apply to start one. Being involved in
campus clubs will allow students to gain experience in promotions, marketing, and
event planning.
New Store Opening Event:
As a part of this strategic plan for TOMS Shoes, TOMS will open exclusive retail stores.
Before opening a number of stores, one “test” store will be opened near their
headquarters in Santa Monica, California. In order to attract as many customers as
possible, TOMS will hold an event for the store opening. Contests to win a free pair of
shoes will take place, along with handing out free TOMS flags and stickers.
Shoe Drop “Buzz”:
In order to create buzz about this shoe drop, TOMS will put up different posters in the
area and at different local businesses to promote this event. This will aim to catch the
attention of those in the area.
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