We Are The Newbs

MIKAYLA BELSONPR DIRECTOR

SEAN O’CONNORCREATIVE DIRECTOR

MICHAEL PARKBRAND MANAGER

CHIARA MINGIONERESEARCH DIRECTOR

JOSH LATINACCOUNT EXECUTIVE

NEW BALANCE IS A BRAND THAT HAS A RICH HERITAGE IN NEW ENGLAND, WITH OVER 100 YEARS OF COMMITMENT TO QUALITY AND

EXCELLENCE AT ITS CORE.

4 THE URBAN YOUTH DEMOGRAPHIC IS A

MAJOR KEY.

T H E C H A L L E N G E

2"NEW BALANCE DOES NOT SPEAK TO US"

S I T U A T I O NA N A L Y S I S

1. T H E C O N S U M E R

WILLING TO PAY FOR QUALITY

PREFERS COMFORT OVER STYLE

BABY BOOMER GENERATION

A G E S 1 5 - 2 4

M E T R O P O L I T A N

P R E D O M I N A N T L Y M A L E S

T R E N D S E T T E R S

T H E C O M P E T I T I O N

• GAINING TRACTION IN THE LIFESTYLE SNEAKER MARKET

• BIG CELEBRITY ENDORSEMENTS

.

ADIDAS

RIHANNA IN 2015: LAUNCH OF THE “CREEPER” AND “FENTY” SHOE MODELS.

SUCCESS: KERING

.

PUMA

N E W B A L A N C ES W O T

• CUSTOMER DEMOGRAPHIC IS AGING• ACTIVITY ONLINE AND AMONG

CULTURE• NO “FACE” OF THE BRAND

• HIGH-QUALITY, HIGH-PERFORMANCE PRODUCT• BRAND IS ROOTED IN HISTORY AND HERITAGE• TECHNOLOGY AND RESEARCH LEADING TO THE

BEST PERFORMING PRODUCT• ONLY SNEAKER COMPANY THAT CAN SAY “MADE

IN THE USA”

W E A K N E S S E S

• STRONG BRAND AWARENESS AND RECOGNITION• NICHE FOLLOWINGS WITHIN URBAN CULTURE,

MUSIC, AND FASHION• ROOM FOR GROWTH - NEW BALANCE IS NOT

SATURATED IN THE MARKET

O P P O R T U N I T I E S• NEGATIVE BRAND PERCEPTION AMONG

DEMOGRAPHIC• COMPETITORS ARE TRYING TO REACH THE

SAME DEMOGRAPHIC• STRAYING FROM NEW BALANCE’S CORE

VALUES WHILE EXPANDING TO A YOUNGER DEMOGRAPHIC

T H R E A T S

S T R E N G T H S

T A R G E T P R O F I L E S

MEET JERALD1 7 Y E A R - O L D B L A C K M A L E

L O S A N G E L E S , C A

S O C I A L M E D I A

H I P - H O P A N D S K A T E B O A R D I N G

S U P R E M E , P A L A C E , A N D B A P E

MEET TERRENCE

2 2 Y E A R - O L D M A L E

F R O M A T L A N T A , M O V E D T O B O S T O N

R U N S A S M A L L T - S H I R T B R A N D

D I F F E R E N T A N D S T A N D O U T F R O M T H E C R O W D

I N T E R E S T E D I N T A R A N T I N O F I L M SA N D J A P A N E S E S T R E E T W E A R

C L A S S I C F R E S HC O M F O R TQ U A L I T YH E R I T A G E F A S H I O N T O N E SL E A T H E R

U S E R T A K E A W A Y S

O B J E C T I V E S

IMPROVE NEW BALANCE SALES AND BRAND EQUITY INFOOT LOCKER BY 5% PER YEAR.

CURATE A MODERN PERSPECTIVE OF THE NEW BALANCEBRAND TO ENGAGE URBAN YOUTH.

BUILD NEW BALANCE’S PRESENCE AND RELEVANCE IN THESTREETWEAR AND FASHION SCENE.

GAIN PUMA’S TITLE AS NUMBER 3 IN THE SNEAKER INDUSTRY.

I N T E G R A T E DM A R K E T I N G

C O M M U N I C A T I O N SP L A N

C A M P A I G N T H E M E

OUR CAMPAIGN DOES NOT STRIVE TO DECONSTRUCT THE NEW BALANCE BRAND AND WHAT IT STANDS FOR.

new.

N E W B A L A N C E I T S E L F I S N O T C H A N G I N G , B U T T H E M E S S A G E W E ’ R E S E N D I N G I S B R A N D N E W .

A D V E R T I S I N GP L A N

27

. BOSTONNEW YORK CITY

ATLANTALOS ANGELES

.

1. Out Of Home

BUS SHELTERSTRAIN STATIONS

.

2. DIGITAL

3. Magazines

P R P L A N

S T Y L E I N F L U E N C E R S

Quickly create performance based.

EDITORIALS AND FEATURES IN FASHION ORIENTED MAGAZINES, BLOGS, RETAILERS

HYPEBEAST

HIGHSNOBIETY

COMPLEX

NEW YORK TIMES T MAGAZINE

OPENING CEREMONY

BARNEYS NEW YORK

F A S H I O N E D I T O R I A L S & F E A T U R E S

S N E A K E R A N D S T R E E T W E A R B L O G S

@chancetherapper1.1m followers

S O C I A L M E D I A I N F L U E N C E R S

@asvpxnvst225k followers

@dennistodisco71k followers

@willnichols68k followers

@ianconnorsrevenge546k followers

P R O D U C T S E E D I N G

S O C I A L M E D I AP L A N

INSTAGRAM

ENHANCE THE MOMENTUM

BUILD AN AESTHETIC

SNAPCHAT

BRAND AMBASSADORS

CREATE A CULTURE

BEHIND THE SCENES LOOK

E V E N T S

I C E C R E A M T R U C K G I V E A W A Y

F T . A C T I O N B R O N S O N

N E W S N E A K E R L A U N C HNB X ACTION BRONSON

VIA ICE CREAM TRUCK

NEW FLAVORS.LIVE-TWEET/INSTAGRAM FIRST 50 AT EACH LOCATIONGET A FREE PAIR OF SHOES

...SERVED UP BY ACTION.

DRIVES AROUND NYC

GIVES AWAY SNEAKERS

P A R T N E R S H I P S

GOSHA RUBCHINSKIYACNE STUDIOSSTONE ISLANDPUBLIC SCHOOL424 FAIRFAXSTAMPDBARNEYSOPENING CEREMONYUNDEFEATEDSHINOLA DETROIT

FASHION COLLABORATIONS

X

UP-AND-COMING DESIGNER

FAN OF NEW BALANCE

LIMITED-RELEASE COLLABORATIONS

GOSHA RUBCHINSKIYCOLLABORATION

.

"IMG HELPS MARKETERS CONNECT WITH CONSUMERS TO BUILD THEIR BRANDING POWER."

- IMG

2016 - 2017 MEDIA CALENDAR

BUDGET

TOTAL - $1,799,990.95

THANKS