Overall Marketing Communications Strategy
The overall IMC strategy of this campaign is to increase the brand awareness of TOMS
Shoes, while also increasing brand interaction with new consumers. This campaign
will position the company as more than just a shoe brand. Not only does TOMS Shoes
offer something unique (donating a pair of shoes to a child in need), but they also offer
ways to get involved besides purchasing a pair of shoes.
In the past, TOMS Shoes has focused their marketing efforts on specific products and
events rather than the brand being a lifestyle. This plan will be focused on helping the
company to become more than just shoes. This will be done to attract the interest of
new customers will still maintaining their existing customers. This plan will also have
customer interaction be a top priority, making the customers feel appreciated and
eager to see what’s next.