Bailey Beins, Kellie Birtch, Summer Borowski, Jordan Loyd

Agenda

• Situational Analysis• Key Consumer Insight• Main Message• Media Strategies

• Print Campaign• Social Media• PR Campaign• Guerilla Tactic

• Support

Situational Analysis

Currently:

• Low awareness• “Cheaper” stigma• No new improvements

New Line:

• Top Quality• Innovative• New features/benefits• Premier retailers (REI, EMS, etc.)• Compete with premium brands

The Goal

• Revitalize and reposition the Coleman line of camp pads as higher end sleeping gear.

• Align Coleman with outdoor comfort.

• Ignite the nostalgia the outdoors brings with camping and spending quality time with loved ones.

The Target

PRIMARY

• 55-64 age group• Affluent• Low price

consciousness• Outdoor oriented• Family oriented• 50% Male, 50% Female

The Target

SECONDARY

• 18-35 age group• Outdoor enthusiasts• Importance on quality• Tech savvy• Independent,

adventurous

Key Consumer Insights – Part 1• The target is familiar with

Coleman.

• May have grown children who no longer live at home.

• Look back fondly on past camping experiences that have brought the family together.

Key Consumer Insights – Part 1• Comfort is key- especially

with an aging demographic.

• Doesn’t enjoy “roughing it” as much as they did in earlier years.

• Want to spend quality time together outside with some of the comforts of home.

Key Consumer Insights – Part 2• The target cares about

the technical ability of their gear.

• Will be engaged by new product features and the benefits attached to them.

Key Consumer Insights – Part 2• Cost is less important.

• Searching for quality and durability.

• Looking to invest in the outdoor experience

Main Message

PRIMARY:

Roughing it in comfort• Camping can be comfortable and relaxing, not always rugged

SECONDARY:

Technical Appeal• Introducing the Pro Series Re-brand

• Higher end, more credible sub-brand

• Durable, light, packable, warm

Our Campaign Idea.

Find yourself between a rock and a soft place.

Taking Coleman A Step Further

Pro Series by Coleman

• Step into the realm of high-quality technical camping gear

• Take market share from Big Agnes, Therm-a-Rest & ALPS

• Consumer confidence in the technical products Coleman provides

Online - #RockAndSoftPlace

Public Relations

Red Cross Partnership

• Will increase• Credibility• Social Responsibility• Customer Loyalty

• Logistics• Percentage of proceeds will be donated in equivalent Coleman

goods

Public Relations

Point of Purchase Displays With Products

• High end retail stores• Promote partnership with Red Cross

Celebrity Product Interaction

Man vs. Wild

• Start the new product line with a bang

• Will increase:

• Credibility• Brand Awareness• Buzz

Interactive Testing

• South By Southwest, Austin

• Mountain Towns• Lake Tahoe, Breckenridge,

Jackson Hole, Whistler (CA)

Guerilla Tactic

Guerilla Tactic

Interactive Testing

• Coleman Carnival • Take over a large parking lot in target cities and set up a

staged outdoor scene• Features all the new sleeping pads + other Coleman gear• Have people interact and test gear in a fun way

Campaign Strengths• Target

• Speaks clearly to a well defined target.

• Print• Plays to the desire for comfort. Relatable. Memorable.• Pro Series emphasizes the quality of the new gear.

• PR • Strong, credible partnerships with Red Cross - emotional component. Overall, will

generate positive publicity though large-scale media.

• Celebrity• Displays product in front of a a fun audience showing the capabilities of the new

pads

• Guerilla• Reaching the target in an approachable, effective way via familiar media channels.

• Expandable• Easy to adapt creative to other outlets and campaigns

Questions?