Donny DeBernardi Meredith Hansen Cheryl Sickinger Cole Singleton

Table of Contents

About Us
Emerged from a love of citrus, The Clementine Group is a
collection of students who are mostly the same but vastly different.
Like the citrus family, we all share some characteristics in common
2 Background

10
with each other in one form or another. We are all the same on the
outside but once you get to the interior, we bring various interests
and passions to the family, just like a Clementine. They are
seedless and that is the internal characteristic that defines them,
like the members of The Clementine Group. Those unique internal Research
characteristics help form an exceptional group of students, The

18
Clementine Group.

Executive Summary
Our client, TOMS, is looking to gain a strong foothold in the Creative Execution
Midwest, and they intend to target St. Louis as its launching pad.

30
The St. Louis market and surrounding Metropolitan area, known as
the Metro East, comprise the second largest urban area in Illinois
behind Chicago. Given a modest budget, we at The Clementine
Group plan to actively move forward with the TOMS brand to define
a healthy and thriving market within which the brand can prosper. Media Plan
With extensive primary and secondary research we will accurately

34
define and target challenges that TOMS faces in the St. Louis area.
With that information, we will propose new objectives for the TOMS
brand that will accurately define and reflect the market trends,
which will in turn resonate with the target audience.
Appendix
Meet
TOMS

2
Company History
TOMS was created in January of 2006 and is currently
headquartered in Santa Monica, California near to where the
founder, Blake Mycoskie, resided when he established the
TOMS brand. At the time of the brand’s creation, Mycoskie
had already implemented five other companies that had
bloomed into success stories, although none of them had
anything to do with fashion, let alone with shoes.
The TOMS idea came to him after a visit to Argentina,
where he noticed the simplistic versatility of the common
Argentinean shoe, the espadrille. Mycoskie also took note
of the large number of children without shoes, who, in
turn, suffered illness and disease from traveling the rough
terrain barefoot. Mycoskie designed a charity organization
that would be completely self-sustainable through the sale
of shoes. Originally, the plan was to sell TOMS shoes on a
small scale, having each pair specially made to order out of TOMS shoes founder and CEO Blake Mycoskie.
Mycoskie’s loft apartment in Venice, California. However, as
the word spread about TOMS shoes being a quality product in order to sustain a solid brand. They did this by braking
backed by an important cause, the brand began selling more into the international market and selling TOMS products in
than Mycoskie’s loft could sustain. France, Australia, and Italy.
By October of 2006, TOMS moved into a warehouse Around this time, TOMS also released a unique “Wrap
located in Santa Monica where it is still headquartered today. Boot,” which appeals to its female audience. Finally, in 2008,
Specialty stores such as American Rag and Urban Outfitters the very first TOMS retail store opened its doors in Venice,
soon caught word of the TOMS cause and immediately wished California, where the company initially began. Currently,
to become part of the movement. Today, TOMS shoes can this is still theo nly TOMS retail store the company opperates
be found in countless specialty boutiques around the world, Although TOMS can now be found in a variety of purchasing
along with large-scale stores such as American Rag, Urban outlets, most of the company’s products are still sold through
Outfitters, and Nordstrom. In the final months of 2008, Internet purchases due to TOMS’s distinct focus on viral
TOMS began making significant moves within its market marketing.

3
Company Mission
The brand’s name, “TOMS,” is a cleverly rearranged
derivative for the slogan “Shoes for Tomorrow,” which is
meant to give hope that tomorrow brings a better day for
everyone. The company prides itself on its shoe’s simplistic
and comfortable design, which imitates the Argentinean
espadrille, along with its mission of charity work.
Undoubtedly, the most significant component of this
brand is its slogan of “One for One,” which is a dedicated
promise to donate one pair of TOMS shoes to a child in need
for every one pair of TOMS shoes purchased. Every two
weeks throughout the year, the CEO, Blake Mycoskie, and a
group of volunteers go on “shoe drops.” The team travels to a
predestined location where a high number of children in need
of footwear await for the volunteers to literally hand deliver
thousands of TOMS shoes. Locations such as Argentina,
Ethiopia, and the United States have been chosen for the shoe
drops, and the location will continue to change with each year.
In the company’s first year, over 10,000 shoes were delivered
through TOMS shoe drops, while the goal for 2008 was to
deliver 200,000.
The company’s gift of shoes has three overall purposes;
to create a sense of pride in each child; to open up new
possibilities through durable and necessary footwear; and
finally, to help lessen diseases caused by walking outdoors
without shoes. Mycoskie states, “There are areas of the world
(southern Ethiopia is an example) where there are horrible,
horrible foot diseases that are completely preventable with
shoes.”

“There is no TOM. We like to say that every-

one is TOM, because what TOMS stands for,
it’s a derivative of the word ‘tomorrow’ and
the idea that we have a better tomorrow. You
buy a pair today, we give a pair away tomor-
row. And collectively, everyone who buys
a pair, everyone who works here, everyone
who’s an intern, we all are TOMS. So that’s
who TOM is.”

Blake Mycoskie on the South African shoe drop.

4
Marketing Mix
The 4Ps currently used by TOMS
Product
• Overall simplistic design, representative of the
versatile espadrille
• Comfortable footwear with a canvas exterior and
leather, padded insole
• Caters to consumer’s individualism by providing an
array of various colors, patterns, and designs
• Creates pride in customer’s mind through the
company’s charitable cause of donating one pair of
TOMS shoes for every one pair sold
Price
• Starting price for TOMS is at $44
• Fleece TOMS priced at $68
• Also offers strictly vegan designed shoes at a higher
cost
• A boot option is also available priced at $77
5
Promotion
• Advertising for TOMS has been entirely left to
what the company calls “word of mouth,” and until
very recently, absolutely no advertisements for the
company existed online or in the media
• TOMS gained a great deal of its current popularity
through positive publicity from various media outlets,
including magazines, newscasts, press releases, and
various third party websites and blogs. TOMS is
often featured within the media due to its mission
of goodwill, which makes for a quality and uplifting
story for public audiences.
Place
• Headquartered in Venice, California
• Beginning sales from phone orders, evolved into
being sold worldwide in retail stores and through
Internet sales
• Found most often in small, independent boutiques in
urban areas around the US
Brand Analysis
Visual Branding
In a recent interview with CEO Blake Mycoskie, he explained
that TOMS has undergone a series of brand names to express its
charity mission. The first title that the brand used was “Shoes for a
Better Tomorrow”; however, Mycoskie felt that this was too lengthy
and slightly altered it to “Shoes for Tomorrow.” Although pleased
with the new brand name, it did not fit well as a label on the actual
shoe. Therefore, the name TOMS was finally chosen and placed
within the Argentinian flag as the brand’s logo. The problem is that
TOMS has adopted its previous brand name as a slogan, and even
further inconsistencies arise as consumers read the slogan “One for
One,” which is also widely scattered throughout the website. This
sort of variation continues to be used with the TOMS tagline. The
tags “For every pair you purchase, TOMS will give a pair of shoes to
a child in need” and “Your purchase today guarantees a child shoes
for tomorrow” are exhibited throughout the website and other
public relations pieces.
These inconsistencies could be a direct result of TOMS being
such a new brand that is still working to establish itself through
the experimentation of different marketing tactics. However, the
company’s inconsistencies are only making it more difficult to
create a strong, lasting brand image.
Visual Elements
Independent stores that stock TOMS have a generally
consistent theme, which is youthful, forward-thinking, and “hipster.”
Many of these stores are small, independent fashion boutiques that
cater to young adults. Of the two St. Louis boutiques that our team
visited, both had a sophisticated feel with subtle touches of vibrant
colors throughout the store that created a fresh ambiance, but not
so loud to make the consumer feel juvenile. Employees at the shops
are dressed in the trendiest of today’s fashions and hold themselves
in a prestigious, yet friendly, manner. Because these stores exuded
style along with an open-minded sophistication, the product
placement of TOMS could not be more on target.
Because TOMS is primarily an online company, its visual
elements are exclusive to its website and the branding found on
actual TOMS products. First, and most notably, is the light blue
Argentina flag with the brand name TOMS placed on the middle
white strip. This visual element is stitched on the back of every pair
of shoes. The TOMS website is also built around the light blue and
white Argentinean colors, which makes for a cohesive and uniform
brand image. However, as consumers navigate through the website,
an entirely different visual appearance emerges. The second image
TOMS uses is filled with neutral and earthy tones, which is often
used when TOMS describes its charity efforts.
6
Competition
TOMS shoes is a fairly new brand. Because of this,
there are many products that fill the competitor role.
However, TOMS chief competitors include Converse (Chuck
Taylor All Star), Birkenstock, Rocket Dog, Vans, and UGGs.
Competitors like Chuck Taylors and Rocket Dog are laced,
casual shoes that come in a wide variety of colors and designs,
similar to TOMS. Brands such as Birkenstock and Vans offer
a slip-on design that can be worn actively outdoors like that of
TOMS. While the UGG brand competes with the boot design
that TOMS offers. Although each is similar in at least one
way with TOMS, each competitor also differs dramatically
within several aspects of price and design.
Advertising
TOMS currently does not use advertising, which
makes it difficult to fully establish the young brand. Because
of this, TOMS’s competition has the opportunity to pull
ahead significantly. This lends a very negative effect on
the progression of awareness for TOMS shoes. In addition,
TOMS’s main competition is regularly found via ads in
magazines, television, and billboards, as well as within viral
markets where the TOMS brand currently lives. Today,
TOMS has a “word of mouth” marketing style and relies on
this to take the brand to new heights. Although somewhat
effective, it can only take the brand so far, and it will take
much longer to evolve the brand into a nationally recognized
competitor like its current counterparts.
7
Brand Positioning
According to TOMS’s target market, Uggs, Rocket
Dog and Chuck Taylor are considered top of mind among
the competition. Although TOMS is a nationwide brand,
it is currently most recognized within the United State’s
southwest region where the brand was born, making TOMS
overall brand awareness not as strong as it could be. Another
obstacle for TOMS will be positioning itself against its
competitors, who most of which have been operating for many
years.
Brand Perception
Compared to our main competition, TOMS does
not have as extensive of a perception in our consumers’
minds. Competition like the Converse Chuck Taylors
have been around since the late 1920’s, while Birkenstock
started producing its well renowned shoe in the 60’s. These
companies have had a standard for quality shoes that they
have achieved for decades. TOMS has not yet developed into
a strong brand nationwide like our top competitors have, but
are continually gaining attention. People who do know about
TOMS have really adopted the, “One for One” campaign idea.
Secondary research tells us people love the shoe because
TOMS is more than just a shoe, it represents a lifestyle for
its purchasers. Most consumers say they like the shoe design
and style, but are most attracted to the emotional ties that
come with each TOMS shoe purchase.
Competition Cont.
Pricing
Prices for TOMS in relation to these competitors vary.
The leading design for TOMS, the espadrille, costs between
$40 to $80, depending on the material the shoe is made
from, which ranges from burlap to suede. Therefore, TOMS
competition cannot be based solely on price. Competitors
such as Rocket Dog, Converse Chuck Taylors, and Vans sell
cheaper footwear, ranging from thirty to ninety dollars. The
higher end of pricing competition, which we deem competitors
Birkenstock Rocket Dog
because of style and philosophy are the Birkenstock and
Uggs brands. Both lines start at around $100 per pair with
Birkenstocks leveling at around $200, while Uggs can reach
as much as $300.

Other Competition
Other competitors that TOMS faces within its market
include brands that are also active in social causes, especially
those brands involved with giving to the poverty-stricken. UGGS Converse
Although countless brands exist that at some point have
been involved with charity work, there are few companies
known to donate 100% of their product such as TOMS. Most
competition within this realm will donate a percentage of
the profit they make to a charitable organization, whereas
TOMS donates the exact product that is sold. However,
TOMS operates its own charity that is not yet very well
known, whereas competitors join forces with huge charity
organizations that makes further brand exposure easier to
accomplish. TOMS Vans

8
Competitive Matrix
TOMS Converse Birkenstock Rocket Dog UGGS Vans
Shoes for a better Shoes inspired by Quality products, Pop culture meets Promise of luxury Vans shoes appeal
tomorrow, One for vintage looks and comfortable, sub-culture with and comfort in to the masses, and
one Rock n’ Roll roots unique, timeless, a twist everyday life thus, their name
Philosophy and respectful to has become legend-
the world ary

Basic design, basic Canvas Sneakers, Carries weight Starts with cork Australian in- Slip-on sneaker
materials that vary rubber soles, toe more efficiently, bottom sandals, spired boot made
from cloth, burlap, guard Gives good posture moves to rubber, with sheepskin
Design leather flat sole and less fatigue and jumps to all and wool for the
design while walking canvas slip on look inner lining

14-30, trendy, me- 14-25, athletic All ages, trendy Trendsetters and Targeted at ev- Works with surf-
dia savvy, involved types upper class style consious con- eryone, including ing, skateboard-
in music scene or sumers around the men ing, snowboarding,
T.A. arts, involved in world of any age urban, and punk
social causes markets

$40 - $80 $60 - $100+ $100 - $200+ $20 - $100+ $100 - $300 $50 - $80+

Price

Started in 2006, Started in 1923 First hit market Started in 1997 in Early 1930's, worn Began in 1966
inspired by an in recognition of in 1968 California. Made by farmers trying in California.
Argentinean shoe basketball star famous by sandals to keep feet warm Changed sole
History style and lack of and by surfers design in 1976
footwear for kids coming off the
ocean
Various styles, Varies in height Cork, leather, Cork bottoms, san- Casual and Bold and colorful
plain to multi- and color, classic one or two buck- dal type slip-ons comfortable cold with a flat sole
colored, various looks les for surfer types weather footwear
Style makes and types of
fabrics

9
Research

10
Observational Research
In store research within the targeted market, St.
Louis, has given our group even greater insight into where
the TOMS brand stands as an international product, and
also where some improvements could be made to further the
company’s branding efforts. Since there are no pop-up TOMS
retail stores in the St. Louis area, the observational research
that our team gathered was chiefly in specialty boutiques
that were listed on the TOMS website as stores carrying their
product.
The two stores that were visited are very similar in
atmosphere and targeted audience, along with the apparel
they each carried. Both locations are considered high-end
boutiques with a unique and “hipster” feel that cater to young,
forward-thinking men and women, ages 18-29. Although both
stores sell to similar target audiences, there is an interesting
difference in each market’s opinion of the TOMS brand.
Splash
Women’s Men’s
11
In the first boutique, “Ziezo,” which is located only
around 15 minutes away from the other TOMS retailer, sales
associates explain that their customers are very aware of
the TOMS brand and its mission of “One for One.” However,
at the other boutique, “Splash,” associates express that
customers know very little to nothing about the TOMS
brand, although the women’s style shoe often sells out.
Splash employees go on to describe the type of customer that
purchases the TOMS brand as being independent and socially
conscious.
Considering the close proximity of the two stores,
the differences in the consumer’s knowledge of TOMS is a
challenge that our team must work to understand in order
to get the “One for One” message across as effectively as
possible.
Ziezo
Women’s Men’s
Focus Group
In order to get further insight into the positioning of
the TOMS shoe brand in the consumer’s mind, our team lead
a focus group consisting of ten college students. There were
six male students and four female students taking part in
our focus group. Our team asked a variety of questions about
TOMS, including current perceptions of the brand and any
overall opinions about the espadrille style that represented
TOMS’s primary shoe design. Firstly, all focus group
members, besides one female, said that they did not have any
knowledge of TOMS. In effect, when asked what brands of
casual footwear they purchase, TOMS did not have any top of
mind recognition.
The findings also proved to be very different from overall style of TOMS as being “girly” and went on to describe
the male to female perspective. Females, who stated that themselves as more “athletic-casual” dressers, a style that
UGG boots and flip-flops were casual footwear staples, found they believe the TOMS design missed entirely. Males also
TOMS shoes to be much more appealing than the male focus considered themselves as much more brand loyal than the
group members. The males, on the other hand, found the females, staying constant to brands such as Nike and Air
Jordan.
As a group, all members found that the TOMS mission
of “One for One” was appealing and would have an effect on
their purchasing decisions; however, the purchaser had to
also be thoroughly pleased with the product in order to make
the final purchase. The fact that TOMS are customizable
also had a positive effect on the group members. In addition,
because the entire group claimed their willingness to spend at
least $80 on a pair of athletic shoes, no one found the price of
TOMS as being unreasonable.

12
Survey
After completing the focus group research, our team
Awareness of TOMS Shoe company
gathered a series of questions that we thought would
complement our findings and help further our research 15%
No
efforts. Within the survey were questions about the TOMS
brand and also questions concerning the psychographics and Yes
demographics of our targeted audience. To begin, the survey
found that within one year, 50% of respondents only bought
between one and two pairs of casual shoes. In fact, a majority
of the respondents did not buy more than two pairs of shoes of 85%
any style in a one year time frame.

Number of Casual shoes bought in one year

TOMS’s marketing efforts are incredibly ineffective; they are

7 or more
5-6
3-4
not creating enough exposure, nor are they making sales.
1-2 As mentioned, the survey results may be slightly biased
None since most respondents are currently living in the United
State’s Midwest region. However, the results still signify an
important fact, which is that the TOMS brand needs to extend
its image through more valuable and far reaching means.
Contradictory to the focus group, the survey
respondents did not feel that the company’s social causes
0% 10 % 20 % 30 % 40 % 50 % 60 %
(“One for One”) had any effect on their purchasing behavior.
This could be due to the respondents’ lack of knowledge about
Disturbingly, the survey results showed that fewer the TOMS mission, whereas focus group members were told
than 2% of the target audience has even purchased at least about the TOMS shoe-drops. Another contradiction between
one pair of TOMS shoes. What is even more staggering is the results of the focus group and the survey was the influence
that a mere 15% of the total people surveyed had any actual that customizability had on purchase decisions. Although
knowledge of the TOMS brand. This research proves that more than 23% of respondents agreed that it is an important

13
Survey Cont.
feature, 28% responded neutrally, and 33.6% disagreed that
customizability had an influence on their purchases. On the
other hand, focus group members (especially males) claimed
that being able to customize their footwear was an attractive
and influential option when making purchasing decisions. A
final noteworthy finding was that more respondents found
the quality of footwear as being more important than the
footwear’s style.
Entertainment Events Attended
1.6%
Target Audience Media Use
The media uses of our target audience is that they
use the Internet the most, with over 36% of respondents
spending between 11-15 hours online in one week.
Consequently, the target audience spends five hours or
less each week interacting with more traditional media
such as radio, magazines, and newspapers. However,
television continues to be a popular traditional medium
with more than 41% of surveyors watching television
between 6-10 hours each week.

36% 32% Art Shows

Theater/Movies
Religious Activities
Street Festivals Online Media Use in a Week
Concerts

1.6%
Sporting Event 40
3.1% 16 or more hours
25% 35
11-15 hours
30
Percentage

25 6-10 hours
Psychographic questions concluded that respondents
most frequently attend either sporting events or the movies 20 5 or Less hours
for entertainment, which accounted for nearly 30% of the 15
10
respondents collectively. Activities that survey respondents
5
are most heavily involved in include volunteer work, student
organizations, and traveling, each accounting for roughly 20%
of responses.

14
Target Audience
Primary T.A.
TCG has defined our primary target audience as being college
students, aged 19 to 24 males and females all located within the
St. Louis city limits and surrounding metropolitan area. These
individuals are creative trend setters that are socially aware or are
becoming more socially active. They are also technologically savvy
and are up to date with online and other electronic trends. They
live an artistic lifestyle full of self expression. Our primary target
audience is not afraid to express their individuality through their
own unique outlets, whether it be sports, drawing, music, dance,
or charity work, they strive to be themselves and not be influenced
by modern trends. They are sports enthusiasts, music lovers,
concert goers, and movie fanatics. They are the cultural influencers
that will push the TOMS message and drive our secondary target
audience to the brand.
15
Secondary T.A.
TCG has defined our secondary target audience as being high
school students, aged 14 to 18, all located within the St. Louis
city limits and surrounding metropolitan area. Our secondary
target audience is much like our primary audience; drivers of the
brand and the TOMS message. They are an important aspect of
our campaign because they will be the influencers that carry the
message of TOMS for years to come. Once the TOMS brand becomes
top of mind they will influence others in their age group. These
influencers are the younger brothers and sisters of our primary
target audience that will pick up the new trends and pass them
along to others.
SWOT Analysis

S w
Strengths: Weaknesses:
• The message/cause • Young company
• Quality material • Availability
• Versatility • Brand awareness
• Customizability • Limited style
• Price • Very defined target audience
• Global brand • No advertising or media exposure
• Innovative options (Vegan, wrap boot)

o T
Opportunities: Threats:
• Large potential market • Older and more established competition
• More people becoming active in social with greater media exposure
causes • Oversaturation of shoe market
• Rise in green marketing • Traditional advertising tactics
• Nontraditional stance in media • Overall lack of advertising

16
Objectives
Sales Media
The overall sales objective that our team hopes to Because TOMS currently spends zero marketing dollars
on advertising, TCG does not want to push the brand into
accomplish for TOMS is to increase their overall sales by at
something that is completely foreign to their company.
least 15%. By accomplishing this sales goal, TOMS will not
Therefore, The Clementine Group proposes to spend 57%
only gain needed profits, but it will also prove to the company of the marketing budget on traditional advertising, such
that our marketing efforts have gained the TOMS brand as magazine, outdoor, and newspaper advertisement. Our
further exposure within the marketplace. team strongly believes that TOMS must present itself within
traditional advertising arena in order to establish one, strong,
and cohesive image. Once TOMS has distinguished itself
Advertising through traditional media means, it can advance its efforts
within the non-traditional scope, which is where all their
Although our sales objective is to increase purchasing
current media exposure is found. Therefore, we intend to
of TOMS products by at least 15%, our team aims to raise spend the remaining marketing budget on non-traditional
TOMS brand awareness by a least 30% amongst the consumer advertising, promotional events, and continued Internet
market. We hope to reach this increase firstly through exposure. Our marketing objectives are to reach 60% of
our primary target audience, which we have determined is our target audience an average of 3 times and 40% of target
young adults, ages 19-25. This audience consists primarily audience an average of 5 times during the campaign.
of ambitious and educated college students, both males
and females. This group is considered to be both tech and
media savvy, which will help determine the media our team
will utilize to get the TOMS product mission across to its
audiences. The Clementine Group has also decided on a
secondary target audience, which consists of male and female
high school students, aged 14-18. This group consists of the
most forward-thinking and mature individuals amongst their
peers, being also very media savvy and involved in social and
community activities.

17
 Creative
Execution

18
 The
BIG
Idea

Sole to Soul
Clementine Advertising feels that the TOM Shoe brand is individual to each
customer. The TOM Shoes brand is more than a shoe its more than its mission
it’s a lifestyle. People who buy TOM Shoes don’t buy them for their shoe;
they buy into the lifestyle, they live TOM. When people buy TOM Shoes it is
a window to who they are and what they stand for. Their shoe or “sole” is a
window to their soul or who they are. A persons soul is anything that that
makes them unique it can be their creativity, generous, fun side anything that
shows how they really are. Sole to Soul is a creative concept that will build our
brand as a unique brand that promotes a culture a lifestyle.

19
Street Team
“Sole Stampede”
In order to really get the TOMS message across to the people
of St. Louis, The Clementine Group (TCG) felt that we must first
get a solid set of TOMS advocates together to help us spread the
Sole to Soul message, known as the “Sole Stampede.” Each team of
the Sole Stampede will consist of five individuals, and TOMS will
have a different number of teams representing TOMS at different
times of the year, with the most teams during the summer time.
Recruiting team members will be done through the TOMS website,
and all members will be offered a bi-weekly stipend of $100. Each
team must contain at least one Marketing or Advertising student,
one Graphic Design student, and one Art and Design student. Each
team will be entrusted with a vehicle to make their travels around
St. Louis more accommodating, which will include the TOMS logo
to further promote the brand around the area. The Sole Stampede
will always be wearing TOMS apparel, including t-shirts, shoes, and
hats, and will be full of positive energy when promoting TOMS to
the city of St. Louis. Along with aiding TOMS in various events the
company will be sponsoring, it will also be largely up to the Soul
Stampede to distribute promotional materials to St. Louis citizens,
both conventionally and creatively. Promotional materials will
include lanyards, magnets, stickers all adorning both the TOMS flag
logo and website, along with flyers and pamphlets explaining the
TOMS mission and rundown.

Pictured right: TOMS interns, lanyards, sticker,

and the TOMS vans. The sticker and lanyards were
developed by TCG; however, the van was designed
by TOMS. For the the actual campaign, TCG will
design our own version of the TOMS van.

20
Events
“Soles for Souls”
The main event that TCG has put together for TOMS’
introduction into the St. Louis market is the “Soles for Souls”
Soles for Souls
event. This will take place near the end of August, after TOMS has
Buy a pair of shoes and
highly exposed itself to the city through constant, in-your-face
advertising tactics. Throughout the heavy campaign season, which TOMS will donate a pair to a local child in need.
begins with the shoe drops from the sky in March, there will be
www.TOMSshoes.com
many advertisements mentioning the Soles for Souls event. These Promotion Code: 01514
advertisements will explain what the TOMS mission is, and that
the company plans to hold a similar shoe drop in the St. Louis area.
Further explanation through the TOMS website will give details
about TOMS keeping a tabulation of how many TOMS Shoes are sold
within the St. Louis market, and that however many are sold, that
same amount will be donated at the local Soles for Souls shoe drop
which will benefit local children in need.
TCG strongly believes that the people purchasing TOMS
are people concerned with their fellow man. The TOMS consumer
is generous, thoughtful, and genuinely interested in social issues,
especially issues impacting the people around him. This event will
place TOMS in a most positive light amongst consumers. TOMS
will not be seen as just another product in the marketplace, but
a company that is working to help others and is doing this by
becoming actively involved in social issues.
Along with being a genuinely charitable thing for TOMS
to do, the Soles for Souls event will gain free publicity through its
sheer generosity for the community. TOMS will send press kits to
local news stations and newspaper companies, and the positive
press will follow. Not only will this reinforce TOMS as a caring and
generous company, but it will also spark the need for others to get
involved. TOMS is dedicated to serving others. For every pair of shoes purchased, TOMS donates a
pair to a child in need. The TOMS team participates in bi-weekly shoe drops giving shoes to
children around the world. During the Soles for Souls event, TOMS will be giving shoes to
children in the St. Louis area. To donate to this event, simply purchase your pair of TOMS
Full page ad promoting the Soles for Souls event that shoes and enter the promotion code 01514, and you can give to a child in need here in the
St. Louis area. Shoes will be donated at the Jackie Joyner Kersee Center Boys and Girls Club
will run in the St. Louis Post Dispatch. See “Traditional on September 19, 2009 at 2pm. Feel free to attend and support TOMS and local children.
Advertizing” for more deatils.

21
Events Cont.
“Style Your Sole”
Flyer promoting the Style Your Sole event at the City
As the Sole Stampede takes over the city with smaller, Museum that will be distributed by the Soul Stampede.
promotional materials and events during the summer months,
TOMS will also invade the beloved City Museum off of Delmar
Avenue. The City Museum hosts an array of mind-blowing
displays and venues that feed the creative and artistic mind. TCG
feels that TOMS fits perfectly within this vibrant setting, which is

Style Your Sole

why TOMS will extend the “Style Your Sole” proposal to the City
Museum. TOMS will rent out available space within the building
and give visitors the opportunity to creatively design a pair of
TOMS shoes. TOMS will use the rented space to its full potential at the
by creating a unique workshop for patrons to immerse themselves
into while their creative minds run wild. TOMS will again supply City Museum
all art supplies for all artwork and the shoes will be on display
at the City Museum until the Soles for Souls shoe drop, when all
shoes designed will be donated to the event. Utilizing the City
Museum brings TOMS shoes onto an even more personal level
with consumers since it is such an important place for St. Louis
citizens.

Join us at the St. Louis City Museum and

design your own TOMS shoe. Either purchase
your creation or leave it on display to later be
donated to a needy child in the St. Louis area.

www.TOMSshoes.com

22
Events Cont.
“Show TOMS Your Sole”
A key focus for TOMS immersion into the St. Louis area is
to have more online advertising. TOMS’ target audiences (both
primary and secondary) were proven to be both media and tech
savvy, so we feel that hitting these groups online is one of the most
effective things that TOMS can do. To make this online venture
even more appealing, TCG proposes that TOMS holds a shoe design
competition for their online audience called “Show TOMS Your
Sole.” People will have the opportunity to virtually design a TOMS
shoe to submit for the opportunity of it being chosen to sell in the
retail market. This will speak directly to both groups of TOMS’
target audiences, whom we have found to be creative, artistic,
and imaginative. The Show TOMS Your Sole competition will feed
the creative needs of our target audience; they will not only be
genuinely entertained by the competition, but will also get involved
in TOMS as a brand. The competition will last approximately one
month, and there will be two winners, whose TOMS shoe designs
will be available for purchase the following year.
“Soleless for Souls”
With days reaching as high as 100 degrees in the St. Louis
area, why not ask St. Louis citizens to ditch their shoes for a day?
In an effort to bring attention to the dire need for shoes, TOMS
will host a day for as many people as possible to lose their shoes
entirely. This effort not only influence peoples’ thoughts about
what it means to live without shoes, but it will also create positive
publicity for TOMS. If TOMS is able to convince enough people to
not wear shoes for just one day, people will catch on seamlessly
and public attention will follow. TOMS will push this event more at
St. Louis colleges and universities, since this is our primary target
audience and today’s college students seem highly interested in
social awareness issues. The possible impressions will obviously
depend on the number of people taking part in the event. To help
23
increase this number, TOMS will send the Sole Stampede out to the
streets without shoes in hopes to spread the “Soleless for Souls”
mission and influence people to take part in the advocacy. This
event will promote TOMS as a fearless activist for righteousness,
a company that is willing to go to great lengths to make a positive
difference in people’s lives.
“Flying Soles”
Considering our research results, TCG found that TOMS is a
rather unknown company within the St. Louis market. So, in order
to create some serious buzz, we have decided to take the TOMS
Shoe Drops to a rather literal level. TOMS will send out all teams
of the Sole Stampede to different areas of the city of St. Louis,
including the Delmar Loop, St. Louis University, and the Landing
with a total of 500 signature TOMS burlap bags (which comes with
every pair of purchased TOMS) holding an array of promotional
material. Most significantly, each bag will hold a certificate for a
free pair of TOMS shoes that can be redeemed only on the TOMS
website. This will create hits on the website, which is a strong
objective TCG had in mind for TOMS. The certificate will hold a
price value of $44.00, which is the cost of TOMS’ least expensive
shoe; however, certificate holders may also opt to put that amount
towards the purchase of a more expensive pair of TOMS, which will
up overall sales figures.
The St. Louis shoe drop will be a literal representation of
the shoe drops that the corporate TOMS Vagabonds do throughout
the year. In order for people to understand this correlation, each
bag dropped will contain a statement about what TOMS is and what
it’s in business for, which is giving to others. The areas chosen for
the “Flying Soles” event are some of the highest trafficked areas
in the city, also home to the largest part of our target audience.
Between the 500 lucky people receiving the TOMS bags, fellow
onlookers, and any publicity, TCG expects to receive at least 32,000
impressions from the Flying Soles event.
Sponsorship
“Sole Music.”
TOMS believes that music is one of man’s greatest ways of self-
expression, which is why TCG has chosen to have TOMS sponsor
an up-and-coming local band that is set to perform at St. Louis’
Live on the Levee (LOTL) summer concert series. LOTL is a yearly
summertime event held by the city of St. Louis that attracts a wide
variety of people. Its success comes from its location, which is in
the epicenter of the city, along with the fact that all concerts are free
and open to the public. Combine these two benefits and you get
a potential of over 75,000 impressions in one evening. The exact
band chosen must fit also into our target audience, which is young,
24
open-minded, and forward thinking; the band must also appeal to
our primary target audience. We will offer the band $7,000 and give
them TOMS apparel to wear when they perform at LOTL. TOMS will
collect press shots of the band wearing TOMS apparel and further
promote the sponsorship from this point by posting pictures and
videos on websites and sending out press releases. They will also
be encouraged to wear the apparel on any public interviews or
appearances around the time of their performance, and the TOMS
website will be conveniently displayed on the band’s website,
facebook, myspace, etc.
Downtown Guerilla
The most action packed area of St. Louis lies between 14th
Street and the Riverfront, where the famed St. Louis Arch stands
overlooking the Mississippi River. In this small, one mile radius,
Missourians find the homes of their beloved sports teams, the
Cardinals, the Blues, and the Rams, along with the great State
Capital building, Kiener fountain, and of course, the Gateway Arch.
All of these attractions in one dense area lead to a high volume of
people, which in turn leads to gross impressions. Because of this,
TOMS will host a series of guerilla advertising tactics within this
area throughout the spring and summer months.

Keiner Plaza Fountain

As one looks down Market Street, he cannot help to notice
the famed Kiener plaza lying between Market and Chestnut Street.
Adorned with an enormous flowing fountain, this is one of the first
downtown spots to be hit by the TOMS campaign. TOMS will first
color the water a vibrant blue, making it stand out even more to
onlookers. To continue attracting attention, the statue standing in
the middle of the Keiner Plaza fountain will be holding a TOMS flag
and be wearing TOMS shoes. TOMS will then purchase 100 life vest
koozies representing TOMS with its signature baby blue and white
colors and the TOMS flag. On each koozie, the phrase “Saving Souls
with Every Sole” will be printed to support the idea that TOMS, like
a life vest, has the potential to save lives. When patrons lift the life
vest koozie out of the water, attached to each koozie will be a key Above: Keiner Plaza Fountain with running man holding flag.
chain with a photo of different shots taken from TOMS Shoe Drops Below: Live vest koozies, which will float in the fountain.
along with the TOMS web address and mission.

25
Downtown Guerilla Cont.
“Style Your Sole”
Another captivating idea that TCG came up with was for
TOMS to set up shop below the Gateway Arch every weekend
during the summer. This event will be known as “Style Your Sole.”
Since visitors to the Arch are most often found during the weekend
hours, TOMS should expect around 20,000 potential impressions.
The booth will host a team of the Soul Stampede who will have
various art and design tools on hand for spectators to design their
very own pair of TOMS shoes. Designing the shoe would cost
around $10, and once completed, each designer would have the
option to purchase his shoe for an additional cost or donate it to the
St. Louis Soles for Souls event. Doing this would allow people to get
creative, which would translate to the TOMS brand. This campaign
pushes TOMS as being the shoe for the outspoken consumer who
is not afraid to be himself. By giving consumers the opportunity
to design their shoe through their own creative means, TOMS is
Misc. Guerilla
encouraging the idea of self-expression. As the Sole Stampede takes to the downtown streets of
St. Louis, their main focus will be to make the TOMS logo known
to citizens. This exposure will be implemented by handing out
various promotional materials throughout the bustling square mile
of St. Louis’ downtown, along with chalking the city’s unique brick
streets and buildings with the TOMS logo. The Sole Stampede will
be directed to literally place the lanyards and stickers onto patrons
and other creative spots during larger events in order to help
the TOMS name stand out among other company’s promotional
efforts. TCG also encourages these same promotional efforts to be
extended to U City in St. Louis, most specifically the Delmar Loop,
which was recently named one the 10 Great Streets in America
by the American Planning Association. TCG considers the Delmar
Loop as one of the most effective places for spreading the TOMS
message, seeing that both our primary and secondary target
audiences frequently visit this trendy and hipster hotspot. Along
with emitting the ideal TOMS environment, Delmar Loop is known
to attract over 3 million visitors each year.

26
Non-Traditional
TCG’s conducted research found that TOMS’ target audience
frequently visited movie theaters; therefore, TOMS will place
Banner Ad
simple slide advertisements that will run before a movie’s previews
in 50 theater screens around the St. Louis region. These slide Sole to Soul
advertisements will push viewers to visit the TOMS website and
also stimulate brand awareness.
Research also showed that TOMS target audiences were
immensely active in the online world. Because of this, TCG has put
into place various online advertising efforts in order to reach both
primary and secondary target audiences. Included in this plan
are Facebook ads and banner ads on the UMSL webpage that will
promote the Show TOMS Your Sole competition and other various
Movie Theater Ad
events.

For every pair of

shoes you purchase,
TOMS will donate a
pair to a soul in need.

Sole to Soul Show TOMS Sole to Soul

www.TOMSshoes.com
www.TOMSshoes.com Your Sole
Design your own TOMS
shoe at www.TOMSshoes.
com and compete for one
of the top prizes!

Every sole purchased

directly benefits a soul
in need. Join the TOMS
team and get your pair
today.

27
Traditional Advertising
While TCG feels that TOMS key audience can be reached rather

Buy One
effectively through our nontraditional tactics, we also feel that
traditional means of advertising will elevate TOMS as a company
in the marketplace. Traditional advertising will also help TOMS

Give One FREE

to establish a more cohesive brand image amongst consumers.
TOMS traditional advertising will begin with billboards in the St.
Louis area that reflect the target audience interested in St. Louis
sports. For the duration of each sporting season, there will be a
posted TOMS billboard representing each of the St. Louis sports
teams including the Rams, the Cardinals, and the Blues. Billboard
advertising is known to reach a significant number of people, so this
will boost TOMS overall impressions.
Other traditional advertising will include newspaper For every pair of shoes you purchase, TOMS
advertisements in the University of Missouri St. Louis newspaper
and one ad in the St. Louis Post Dispatch. These advertisements will give a pair to a child in need.
will exude both creative and informative efforts that will effectively Redeemable online at www.TOMSshoes.com or at any retail carrier.

spread the TOMS message and increase brand awareness.

Sports Billboards Newspaper Ad

Sport your Sole Sport your Sole Sport your Sole

www.TOMSSHOES.com www.TOMSSHOES.com www.TOMSSHOES.com

28
 Traditional Advertising
Finally, TCG came across a St. Louis magazine that we
believed spoke perfectly to TOMS’ target audience while also
supporting TOMS’ overall mission. The magazine is known

Sole to Soul
as What’s Up, and it is strictly sold by the homeless of St.
Louis, with all proceeds going to their effort to survive. Not
only does this fit seamlessly in with the TOMS message, but
the content of What’s Up is entertainment based, with a
special dedication to letting St. Louis citizens know what is
going on in their community. This is the perfect medium for Every sole purchased directly benefits
TOMS to advertise in about the company’s band sponsorship
and other various public events that they will be involved
a soul in need.
with.

READER PROFILE
Whats Up Magazine
ts Up Magazine has an elusive and exclusive

Demographics
audience. We deliver over ten thousand of a
ghly sought-after audience who are hard to
reach through traditional media.

Purchase a pair of shoes today, and

TOMS will give a pair to a needy child.
S O U R C E : W H A T S U P S T R E E T S U R V E Y O C T. 2 0 0 2

www.TOMSshoes.com
www.whatsupstl.com

Whats Up Magazine readers are young

thirds (65%) of our readers are under 45,
while nearly half (43%) are in the highly
sought-after 15-34 age bracket.
29
Media
Plan

30
Media Plan
Our media plan will comprise of both non-traditional and Number of Impressions
Number of Impressions by Media
Number of Impressions by Media
traditional with supplemental events throughout. We have a
We have allocated a majority 157,000
pulsating media plan to sustain the message of TOMS and make it 157,000
of our budget towards 657,000
resonate in the mind of our target audience. Our banner ad, street Events
traditional media due to the 657,000
team, What’s Up magazine ad and band sponsorship will run for Non-Traditional
Events
high reach and substantial Traditional
the duration of the campaign year. The billboards for the St. Louis Non-Traditional
number of impressions.
professional sports teams having the highest impressions will run Traditional
These impressions will
for the duration of the campaign. Our non-traditional will run
attract and engage both 3,137,000
periodically in the summer months when our additional tactics be
our primary and secondary
will be very heavy.
audience. The events will 3,137,000
reach about 157,000 people
Budget Breakdown during the campaign year and allow them to interact with the
TOMS brand on a personal and intimate level. The non-traditional
The traditional media, representing almost 60% of the budget, will will spread the message of TOMS and place it at the top of mind
draw the most impressions and coverage in our campaign. These of our primary and secondary audiences. With a total number of
tactics will cost approximately $131,350. The non-traditional impressions at 3,991,000, we have effective engaged and influenced
media, about 20% of the budget, will also produce a high number a significant number of St. Louis and surrounding area college and
or impressions for both our primary and secondary target audience high school students.
and cost $44,100. Our events, 24% of the budget, will be very
hands on and allow our target audience to interact with the TOMS
brand. To do these events will cost TCG $56,000. Traditional, non-
T.A. Reached Target Audience Reach Throuh Our Media
Target Audience Reach Throuh Our Media

Budget Breakdown
traditional, and events for the Sole to Soul campaign in the St. Louis
market will be $231,450.
TCG has developed and
devised various creative 18%18%
High School Stu
High School Students
College Student
College Students
tactics to actively reach
Events Both Both
both our target audiences
Non-Traditional Media effectively. Those tactics
24% Traditional Media will be available and seen by 81% 81%
$56,000 both college and high school
students in the St. Louis
57% area. We have only singled out our primary target audience, college
$131,350 students, with specific tactics. We believe high school students can
19% be easily influenced by older, college-aged students. If we effectively
market to college students, high school students will follow suit and
$44,100
adopt the brand.

31
Flow Chart
TOMS Shoe Budget

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cost Impressions
Events
"Style Your Sole" City Museum $36,000 20,000

"Style Your Sole" Arch Riverfront $10,000 20,000

Live on the Levy Sponsoship $7,000 75,000

St. Louis Mini Shoe Drop $3,000 20,000

"Soleless for Souls" Awareness Day Free Advertising 22,000

Non-Traditional
Soul City Fountain Display $1,000 15,000

Skyline Shoe Drop $10,600 32,000

Shoe Placement and Flag Postings $2,500 500,000

Theatre Advertising $30,000 150,000

Traditional
What's Up Magazine $1,000 60,000

UMSL student newspaper ad $2,650 45,000

Ourdoor Billboards
St. Louis Rams
St. Louis Blues $32,700 2,500,000
St. Louis Cardinals

St. Louis Post Dispatch $22,000 417,000

Facebook Ads $30,000 100,000

UMSL Banner Ads $2,000 15,000

"Soul Stampede" Street Team $41,000

Total Budget and

$231,450 3,991,000
Impressions

32
Evaluation
Evaluation Upon the TOMS campaign’s
year-end, TCG will conduct an overall
evaluation of the Sole to Soul campaign. This
will begin with checking overall online and
retail sales of TOMS shoes. Sales through
online will be counted only if the purchaser
was located in the St. Louis area, while retail
sales will be rated by overall TOMS purchases
of stores within the St. Louis region. Along
with overall sales, TCG will collect and count
the combined number of times TOMS or
the TOMS mission was mentioned within
the media (ie. News, public releases) in St.
Louis. TCG believes the amount of publicity
the city gives TOMS is directly relative to the
company’s impact on the city. Finally, overall
click through rates and website visits will
be counted to compare to rates before the
campaign, which will reveal the effectiveness
of TOMS online efforts.

Contingency
TGC has allotted the remaining $18,550
for additional supplies including promotional

Sole to Soul
material and flyers for the Soul Stampede as
well as additional shoes and art supplies for
Style Your Sole events.

33
Appendix

34