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ZIPZ Shoes

BRANDSTORM

Gabby david.tina kazan. christina chakar.schane clark

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Fashion fades, only style remains the same. Feel free to be daring and unzip every once and a

while. For style is what helps you be you.

Table of contentsExecutive Summary 4 Research Objectives and Strategy 5Industry Analysis 6 - 10Creative Objectives 11Brand Positioning 12 - 13Creative Vision 14Creative Executions 15 - 18X Games Sponsorship 19Zipz in Times Square 20Promotions 21 - 23 Media Objectives and Strategy 24 - 26Media Budget 27 - 31 Media Schedule 32Budget Evaluation 33

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EXECUTIVE SUMMARY RESEARCH OBJECTIVES AND STRATEGYThe market for sneakers is a $200 billion

a year industry. As Zipz shoes enter the United States market, BrandStorms wants to help position Zipz above its established competitors—Vans and Converse.

With the world’s f irst and only interchangeable shoe system, with patented technology that allows customers to change their shoes as they see f it, Zipz shoes provides the ultimate product—affordable, high quality, lifetime guarantee, and endless style options.

With the help of BrandStorm’s creative vision, together we will penetrate the most competitive market.

Our creative vision, Zip Into Your Style, will appeal to their core demographic by utilizing guerilla advertising tactics and promoting Zipz in conjunction with ESPN’s X Games.

With a full range campaign consisting of print advertisements, cross-promotions, product placements, and a major publicity stunt in New York City, BrandStorms has strategically implemented means in which Zipz shoes can successfully position their brand within the global shoe market to generate increased revenue.

SUMMARY BrandStorm took action to research not only Zipz shoes as a brand, but also learn more about the shoe market in general. With the help of research, we as an agency was able to discover how to communicate effectively within the shoe market as well as to our target markets.

Based on multiple surveys conducted and secondary research, we were able to create effective objectives for our campaign. These effective objectives will be guided with the help of individuals who wear canvas shoes

while having a variety in their style. As an agency, we strive on the challenge to introduce this new inventive product to the canvas shoe market.

OBJECTIVES

- Raise awareness and brand recognition of Zipz shoes in the United States canvas shoe market and society- Increase revenue of Zipz shoes from United States market- Successfully promote the unique functions and competitive advantages that Zipz shoes has to offer

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INDUSTRY ANALYSIS COMPETITIVE ANALYSISINDUSTRYUnderstanding that the United States canvas shoe market is one of the most competitive markets, where distinct looks and styles are what helps the industry strive, BrandStorm took into account Zipz shoe’s strength. Zipz shoes are the world’s f irst and only interchangeable shoe, and having that advantage in a highly competitive market is key to success.

According to research, in order to succeed in the United States canvas shoe market, a company must have quality, style, and uniqueness to their design.Last year, Zipz shoes had a successful entry into the International canvas shoe market. In

one year they were able to have a company gross of $1 million while distributing in 40 different countries.

With the United States economy still currently recovering from recession, Zipz shoes have an advantage, as their shoes are a great economic advancement. Being able to save money by only buying interchangable tops will help Zipz shoe’s be successful in the United States market.

COMPETITIVEZipz shoes is a brand that has little brand recognition in the United States other than the small publicity the shoe has gained through celebrities wear of the shoe. Zipz shoes also is in tough competition with highly respected and established brands.

CANVAS SHOESVans is a multipy million dollar company, and has been recognized as Forbes as one of “America’s Best Small Companies.” They are respected and grounded for their diverse product line, individual style, and highly publicized event sponsorships. They are one of the top shoes in the United States shoe market, having sales in one year reach $341.2 million.

Converse falls close behind Vans in the shoe market, gaining an annual revenue of $19.2 billion. In 2001 they f iled for bankruptcy but was bought by Nike, one of the most respected companies in the world.

SHOE MARKETIn a 43 participant study conducted by our agency, 38 had never heard of Zipz shoes before and the majority of the participants picked Vans as their top canvas shoe brand.

With such a strong competitive market, Zipz shoes must make a strong entry into the United States canvas shoe market in order to be recognized appropriately and successful.

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S.W.O.T. ANALYSISMARKET SEGMENTS Our primary target audience is males ranging from 13-19 years of age, with a secondary audience of males ranging 19-25 year of age and females ranging from 25-45 years of age. However, our focus is slanted a bit more towards male then female as the shoes are more masculine looking.

Our tertiary audience consists of individuals who look for high quality products at a reasonable price while having the f lexibility of interchangeable designs and options. This audience are already canvas shoe wearers who like a variety in their wardrobe.

With a lifetime guarantee, this product is both durable and stylishly trendy due to the changeable tops. It provides the consumers with the economical benef its of having more variation of style for a lower cost. Additionally, this product appeals to moms because of its convenience--more shoe options for a lesser price.

Through the advertising campaign, we want our audience to believe that ZipZ shoes are your one-stop product for quality, design, and durability. We want them to associate our product with the California lifestyle with your ability to custom tailor your style.

STRENGTHS- Innovative idea with patented technology- Lifetime warrany and guarantee- Multiple styles- Affordable, high quality product- Able to purchase via online- Celebrity following and endorsements- Off icial sponsor of X-games

OPPORTUNITIES- Limited US market exposure provides opportunity to establish itself in shoe market- Utilize X-game sponsorship to help promote and position company- Utilize international success and recognition to further push image and brand position within US market- Zipz shoes have potential to pentrate female target demographic through specif ically tailoring cover designs

WEAKNESSES- Competing with highly established brands- Functionality of product doesn’t appeal to broad target market, specif ic niche market- No identif iable brand recognition or product- No strong retail sales or in-store presence- Limited US market exposure

THREATS - Highly established competitors- Consumer buying ability within the US market remains relatively low- Diff icult to establish consumer adoption or loyalty given lack of presence in US market- Brand must focus on a specif ic competitive advantage given diversity of shoe market- The canvas shoe market is the largest, most competitive shoe market- Seasonal market- The company’s inability to determine which means of distribution they want

TARGET MARKET

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BRAND INSIGHTS

Though viral involvement and social media is a huge part of our society today, we knew that our advertisements could not be just fully pushed online. Instead, we decided the fact that Zipz shoes are mostly purchased online was our top way in which we would tap into the online world. Owning Zipz shoes is a trend, and we wanted to keep the unique feel to the shoes throughout the whole campaign, as to gear away from any potentials ways that Zipz

shoes would only become a fab brand. We want this Zipz as a company to go far within the shoe market.Entering the market too quickly, would result in Zipz shoes turning into a fab and would fall just as soon as they became popular. Therefore, the insights we gained helped us to enter the shoe market with the idea of creating simple awareness and interest in the shoe itself.

CREATIVE OBJECTIVES

- Effectively enter the American shoe market while branding Zipz shoes appropriately

- Increase brand awareness - Promote the patented technology that makes Zipz shoes different from their competitors

STRATEGYBrandStorm will accomplish our objectives by implementing the following:

- Brand Zipz shoes and introduce them to the American market by focusing on the competitive advantages Zipz shoes has to offer

- Communicate the message of unique style and design through each part of campaign and reiterate through tagline

- Engrave individuality into consumer’s mind in order to increase brand awareness

OBJECTIVESAs BrandStorm became more familiar with the Zipz brand, we gained insight on how we should properly conduct this campaign in order to get the most successful results.

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BRAND POSITIONINGWithin this competitive market, Zipz shoes are competing with iconic canvas shoe like Vans and Converse. Like these competitors, Zipz is sponsoring pro-sport events like the ESPN’s X Games. Thus, in order to position Zipz appropriately, Zipz must consistently advocate its competitive advantage of the products ability. No other shoe is able to change in style by merely unzipping the tops. This feature brings freedom in terms of style and practicality. The ability to customize a shoe top at a price lower than purchasing a competitors product is what gives Zipz shoes such a unique position.

However, in order for Zipz shoes to be successful, the company must solidify a core image that is consistent throughout all aspects of advertising, retail, promotions, and licensing. A brand must have a simple, consistent, and memorable image throughout all aspects of its business in order to gain recognition and brand loyalty among consumers. With the world’s f irst and only interchangeable shoe system with patented technology, Zipz shoes provides the ultimate product. Zipz shoes has a clear competitive advantage, which must be presented throughout all facets of advertising, marketing, and promotion.

PACKAGING

Zipz shoes already has product packaging for the product. Zipz shoes’s packaging includes not only a shoe box packaging, but also a special packaging design just for the covers of the shoes.

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CREATIVE VISION

Zip into your style is the vision that will control and establish all the creative executions. Zipping into your style allows for you to zip into your individuality and give the consumer the freedom of expression they desire.

INDIVIDUALITYIndividuality and the zip feature on the Zipz shoes is what will position these shoes separately from competitiors.

“Zip into your style” is the tagline we chose for the Zipz campaign because it encompassed our vision of how the brand is to position itself within the industry.The ability to customize your style by merely zipping is the selling point of this brand and product. In a day and age where trends come and go, consumers want a product that can adapt to their needs and wants and Zipz is that product, providing consumers with the ability to choice and change their sneaker tops. Zip into your style--it’s simple, catchy, and embodies our vision for Zipz.

ART DIRECTIONCreatively, BrandStorm wanted to create advertisements that focused on not only the function of the shoe, but also the idea that by purchasing a pair of Zipz shoes, you give yourself the ability to “Zip Into Your Style.” We as an agency, wanted the Zipz shoe’s introduction to the United States shoe market to be what put Zipz shoes on a pedalstool within the market. With the amount of celebrity endorsements Zipz shoes already receives, it automatically becomes understood that Zipz shoes deserves that type of recognition. Thus, BrandStorm’s executions captures that exact feeling.

mandatories- Beach/Summer feel to Zipz advertisements to represent the idea of “Born in CA”

- Black and white images progressing to color images to show the idea of the old vs. the new, ie. Zipz shoes is the new, competitors are the old - See the zipper function of shoe in each advertisement and have the advertisement portray the feeling that it is getting unzipped

“ZIP INTO YOUR STYLE”

TAGLINE

CREATIVE executions

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PRINT

design JUSTIFICATIONIn this advertisement, we wanted to compare the feel of old trends with new trends. Within this advertisement, we also wanted to be sure to capture the zipper function of the Zipz shoes that makes Zipz shoes so unique. Therefore, in our execution of this particular advertisement, we have used black and white vs. color as a way to portray the old trends with the news. The image of the Zipz shoes hanging by the beach on the right side of the advertisement helps make the cnsumer feel that these shoes are waiting to help them “Zip Into Your Style.”

PRINT

design JUSTIFICATIONIn this advertisement, we wanted to appeal to the female demographmic. Keeping our mandatories in mind, we incorporate the functionality of the zipper, representing our tagline, “Zip Into Your Style.” We also chose the color pallete in this particular advertisement to help portray that summer feel as well as demonstrate the idea that Zipz shoes were “Born in CA.”

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OUTDOOR X-GAMES SPONSORSHIP

Ivn order for Zipz to make a memorable mark within their market they have to gain the respect and recognition of their demographics. Since their competitors are highly established, by advocating that they are the off icial X Game sponsors, Zipz shoes will be able to build their brand identity within the market and help position themselves.

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Zipz in Times SquareA one-of-a-kind visual and musical experience utilizing advanced 4D technology and a performance with Deadmau5 in the heart of Times Square in New York City, will captivate Zipz’s target audience and give them a show they will never forget—let alone stop talking about. With Zipz shoes 4D-holographic projection on a skyscraper in the heart of the Big Apple paired with DJ sensation Deadmau5, it will be a bigger hit than New Year’s Eve and will generate the right buzz and memorability that will position Zipz ahead of the game.

PROMOTIONSAs off icial sponsors of the X Games, Zipz shoes will throw 4 kick-off parties to celebrate the start of the action sports competition in Los Angeles, New York, Miami, and Houston. With pro-riders in attendance, top-notch DJ’s, Red Bull dancers, and limitless drinks, Zipz shoes will gain streetcred and buzz prior to the ESPN X Games while directly hitting their target market.

PROMOTION PARTIESThese promotion parties will be what helps differ Zipz shoes from other competitors associated with the X-Games. By putting on these different promotion parties, the target market will be reached and Zipz shoes brand will start making a positive presence within the United States.

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SWEEPSTAKES

In cross-promotions with the X Games, Zipz shoes will have a nation-wide sweepstakes of buy a pair of Zipz shoes and enter to win free trip to the X Games. This incentive sweepstakes will not only increase sales, but also cross-promote Zipz sponsorship of the X Games.

POINT OF PURCHASEIn order to stand out within retail spaces, Zipz shoes will have point of purchase displays near the check out. This will draw attention to the product and help generate brand recognition and help increase sales. Located at the X Games, Zipz shoes will have temporary van stores in order to drive consumers exposed to the brand and product through publicity events and promotions tied in with being the off icial sponsor of the games. These pop up stores will generate sales and brand exposure.

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MEDIA OBJECTIVES & STRATEGYMEDIA PRINT

One the print media outlet’s main advantages within print advertisements is being credibility and prestige, print becomes an automatic outlet for the Zipz campaign. Print advertisement can be seen anywhere and everywhere and offer a great outlet for Zipz shoes to pentrate the United States shoe market.

RADIOWith 135 millions of registered listeners, Pandora offers the ultimate personalized music—whether it’s online, in the car or on-the-go via phones or music device. Pandora connects advertisers with consumers on a personal and emotional level—making this the ideal platform to reach consumers because it’s broken down by age, gender, and location. It will build awareness of brand within a specif ically tailored audience, thus the best form of advertisement would be with a 30-second spot customized for the ears of a specif ic consumer.

AdvantagesGiven the different involvement that Zipz shoes already had with certain events and celebrities, we decided on the following media outlets to help promote Zipz shoes: print, radio, television, and outdoor. The advantages for each media outlet included:Print- Demographic selectivity- Credibility and prestigeradio- Low cost- Good local acceptance

television

- Low cost per exposure- Good mass market coverageoutdoor- Low cost and competition- High repeat exposure

LimitationsWhen looking at the limitations of each media outlet, we picked ones that had the least threats.

printNEWSPAPER$ - 1,300 per week for 2” x 2” adMagazines - $1,200 to $5,000 per month or per issue

Radio

$90 - $120 per week on a rotator

television $200,000 for one 30-second commercial

outdoorOutdoor - $3,000 to do artwork and install media on billboard; rates depend on impress level, ranges from $5,000 to $500,000

BrandStorm wanted to enter Zipz shoes into the most effective media markets. Therefore, we looked at the advantages and limitations when picking the different media outlets Zipz shoes would pentrate within this campaign.

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Print MEDIA Budgetnewspaper

publicationsNew York Times

Wall Street Journal

LA Times

USA Today

Boston Globe

Houston Chronicle

Miami Herald

ad space

Half Page B/W

Half Page B/W

Half PAge B/W

Full Page Color

Full Page B/W

Half Page Color

Full Page Color

Circulation1, 150, 489

2, 100, 000

572, 998

1, 800, 000

13, 798

369, 710

160, 505

ad freq/cost

4 31, 200

4 32, 200

4 32, 200

3 93, 600

2 31, 200

2 31, 200

1 31, 200

MEDIAtelevisionZipz shoes are the off icial sponsor of the 2012 X Games, thus it is essential to advertise the product in conjunction with the extreme sports on ESPN. With 30-second spots, airing on prime time show hours, showcasing pro-riders wearing the product while performing, will harness the awareness of our intended audience.

outdoorFor this Zipz shoes campaign, outdoor advertisements include billboards not only within the city, but also the X Games itself. Being the main sponsor for the X Games makes it key that Zipz shoes produces common images that will help create brand awareness.

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Print MEDIA Budget

publicationsMen’s Health

ESPN

Sports Illustrated

Seventeen

Glamour

Parenting

Parents

Fitness

Health

GQ

Esquire

Self

ad space

Full Page Color

Full Page Color

Full Page Color

Full Page Color

Half Page Color

Full Page Color

Half Page Color

Half Page Color

Half Page Color

Half Page Color

Full Page Color

Full Page Color

Circulation221, 176

2, 059, 269

3, 174, 355

2, 022, 300

466, 327

2, 231, 783

2, 213, 162

1, 534, 432

1, 375, 473

120, 094

125, 000

1, 528, 041

ad freq/cost

3 587, 340

7 1, 582, 000

6 1, 698, 000

4 552, 960

4 876, 760

5 134, 650

1 181, 480

3 461, 760

3 515, 550

2 322, 874

1 118, 050

2 364, 642

Magazine

marketNew York

Boston

Los Angeles

Houston

Miami

San Francisco

San Diego

Denver

# billboards

10

8

15

7

6

3

3

4

cost50, 000

40, 000

75, 000

35, 000

30, 000

15, 000

15, 000

20, 000

outdoor

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Print MEDIA Budget

stationsESPN

MTV

VH1

Comedy Central

ABC

NBC

FOX

HBO

CBS

DISNEY

E!

# PT 30s Spots

15

10

15

10

7

8

10

5

8

15

9

cost3, 000, 000

2, 000, 000

3, 000, 000

2, 000, 000

1, 400, 000

1, 600, 000

2, 000, 000

1, 000, 000

1, 600, 000

3, 000, 000

1, 800, 000

television

stationsPandora

iHeart Radio

KISS 102, 7

KISS 108

KISS 96, 7

KISS 103. 5

JAM’N 94. 5

STAR 94. 1

WILD 94. 9

KISS 104. 1

location

online

online

Los Angeles

Boston

Austin

Chicago

Boston

San Diego

San Fransico

Atlanta

Audience125, 000, 000

237, 000, 000

2 000, 000

2, 000, 000

3, 000, 000

1, 000, 000

1, 500, 000

1, 500, 000

2, 500, 000

1, 000, 000

# of spots25

25

15

15

10

10

18

15

12

10

Cost12, 500

24, 000

14, 490

5, 010

1, 070

4, 560

6, 012

3, 105

7, 728

3, 360

radio

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MEDIA ScheduleBegin running spots on both Network and Cable

Begin radio advertisements and appearances

Printed advertisements

Run ad month prior due to publications deadlines

30 second spots running on talk shows

BUdget and evaluation

Overall, we included different outlet within our campaign in which Zipz shoes would be received strongly within the United States society. Within our budget, we included the pricing for the maximum amount of involvement that would give the best results when Zipz shoe enters the United States shoe market.

EvaluationBrandStorm believes strongly that this campaign will help Zipz shoes strongly pentrate the United States. By taking advantage of the advantages Zipz shoes has recently been offered, ie. the sponsorship of the Xgames, they can make a great presence within the United States market. However, we strongly believe that if Zipz shoes follows the steps and creative execution that we have provided, they will be able to become one of the most successful shoe companies in the United States market.

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BRANDSTORMTHAnk you

Gabby david.tina kazan. christina chakar.schane clark

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