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Brand Project #1

Rachel Gifford, Susan Loh, & Julia Solin

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Background

  • In 2006, Blake Mycoskie founded the company TOMS
  • The company’s name is derived from the word "tomorrow" and evolved from an original program referred to as the "Shoes for Tomorrow Project".
  • A for-profit company.
  • Well-known for its “one for one” concept model where from the sale of every pair of TOMS shoes, the company delivers a free pair of shoes for a child in need.
  • The company promotes social responsibility.

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Why

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  • Better tomorrows

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  • TOMS High Road Backpack purchases help provide the training of school staff and crisis counselors to help prevent and respond to instances of bullying

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How

  • Generating awareness
    • Their products bring attention to social responsibility
  • Educating
  • Donating goods and services
    • One-for-one concept model and working with Giving Partners

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How Continued

  • To raise awareness for specific issues, TOMS will sometimes partner with other organizations
  • In 2009 Toms partnered with Charlize Theron, a South African actress, and the Africa Outreach Project to create limited edition shoes
  • Used profits to benefit education and medical support in remote areas of Africa suffering from outbreaks of AIDS.
  • Additionally, Toms has also produced shoes with a handlebar mustache symbol in place of the traditional Toms symbol in support of the Movember Foundation which raises awareness of men's health issues which include prostate cancer.

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What

  • TOMS products include shoes, clothing, backpacks, eyewear, and coffee.

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Conclusion

  • Overall, TOMS has made a huge impact in the lives of many.
  • It began as just a shoe company, but the company has evolved into so much more than that by focusing on global health and social needs.
  • They generate awareness, donate, and educate

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Sources

http://www.toms.com/improving-lives

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https://www.youtube.com/watch?v=7MV3HWQHl1s

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Brand Project #2

Rachel Gifford, Susan Loh, & Julia Solin

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How will the person who agrees to buy/interact with TOMS life improve?

  • Financial - TOMS are a fairly low priced shoe that are well made and durable, therefore the customer will save money
    • Not constantly having to buy new shoes
  • Personal - gives customer gratification because they know they are improving another individual’s life with their purchase of TOMS
  • Strategic - Sense of status
          • charitable

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How does Tom’s benefit the world?

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How does Tom’s benefit the world?

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How does Tom’s benefit the world?

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  • Financial
    • One for One concept model; when consumers purchase TOMS products the company immediately gives back in the form of either products or services to those in need
  • Strategic
    • TOMS follows four steps in order for the One for One concept model to work: Purchase, Plan, Support, Give
    • They support more than just one cause to aid more people in need in all genders, ages, and races
    • The One for One concept model allows TOMS to continue to be a successful business while simultaneously give back to the world
    • Things we need to survive
      • Example: clean drinking water
  • Personal
    • When a consumer purchases any TOMS product they are instantly aware of where the proceeds are going and how they are giving back to the world by supporting Toms

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PURCHASE

Sales of TOMS Shoes, Eyewear, Coffee and Bags drive Giving through the TOMS One for One® model. Every time a TOMS product is purchased, a person in need is helped.

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PLAN

The TOMS Giving Team collaborates with Giving Partners to plan how we can further the partners' work, by giving TOMS products or helping the partners to provide services.

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SUPPORT

TOMS uses business for good, through tailored products and services, logistical support, local production and more.

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GIVE

Giving Partners provide TOMS products or services, supporting sustainable and responsible programs for communities in need.

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Beyond One for One

Over 2 MILLION CHILDREN have been protected from hookworm with medication and TOMS Shoes provided by our Giving Partners.

42% INCREASE in maternal health care program participation as a result of shoe distribution

INCREASE IN STUDENT ENROLLMENT OF 1000 in Liberian primary school classrooms after TOMS Shoe distribution began

100 CHILDREN identified during shoe-integrated health screenings as needing malnutrition care in Malawi

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Brand Project #3

Rachel Gifford, Susan Loh, & Julia Solin

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Social Media

  • FaceBook
  • Instagram
  • Twitter
  • YouTube

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Partnerships

  • Giving
    • AmeriCares
    • Africare
    • Children Internationals
    • ChildFund
    • Goods for Goods
    • IMA World Health
    • International Medical Corps
    • Kenya Red Cross
    • Magic Bus
    • Norwegian Refugee Council
    • Partners in Health
    • Special Olympics
    • Save the Children
  • Celebrities
    • Idris Elba
    • Jennifer Garner
    • Jessica Alba
    • Charlize Theron
    • Zendaya
    • Christy Turlington
    • Tabitha Simmons

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  • Companies
    • AT&T
    • Target

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TOMS x EMC (Every Mother Counts)

  • TOMS partnered with Christy Turlington
  • Created a handbag line
  • With every purchase, TOMS gives a safe-birthing kit to a mom in need around the world and will also donate $5 to Turlington’s charity

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Commercial

  • Partnered with AT&T and created a commercial
  • Commercial aired during the 88th Academy Awards Ceremony

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One Day Without Shoes

  • The social media effort asks fans to ditch their shoes for a day and share a snap of their bare feet on Instagram to help raise awareness for the Toms One-to-One mission

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Owned Media

  • Website
  • Book
    • “Start Something That Matters”
      • Written by Blake Mycoskie
  • Catalogs
  • Stores
    • Employees

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Set Sail

  • Mycoskie taught himself to sail by watching an instructional DVD box set. That came in handy as he lived on a boat during the company’s early years and eventually became a regular sailor — the TOMS logo prominent for all to see from afar

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About the Logo

  • Argentina Flag
  • TOMS is short for tomorrow; shoes originally called “tomorrow shoes”
  • Represents how the company started and originated; while traveling to Argentina Blake Mycoskie witnessed hardships of children growing up without shoes and created the one for one concept

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Celebrity Endorsements

  • TOMS does not pay celebrities to advertise its products.
  • However, due to the prevalence of photographs in social media of celebrities wearing the company's shoes, it received a great deal of "free" publicity and perceived celebrity endorsements
  • Celebrities Include
    • Snoop Dogg
    • Zac Efron
    • Keira Knightley
    • Scarlett Johansson
    • Liv Tyler
    • Anne Hathaway
    • Tom Felton
    • Julia Roberts

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TED Talks/Interviews

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Brand Project #4

Rachel Gifford, Susan Loh, & Julia Solin

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Objective

To persuade consumers that TOMS products will allow them to help make a positive difference in the world through their purchase because of TOMS “improving lives” policy

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Target

  • North American males and females aged between 19-24
    • Creative trend setters
    • Socially involved individuals
    • Enjoy having the option to express their own individuality
    • Meaningful fashion

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Support

  • Why should people buy TOMS?
  • A purchase of TOMS will give a child a better tomorrow
    • They style is basic
    • One for One
    • Give the gift of shoes, sight, water, and other basic human needs

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Brand Character

  • Toms brand is all about helping others & improving lives
    • Has been their mission since the start of the company

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Tone

  • Simple
  • Socially Responsible
  • Ethical
  • Charitable
  • Ambitious
  • Active

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Single-minded Proposition

One for One

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Big Idea

Being able to express your individuality while simultaneously providing resources to children in need

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Sources

http://www.toms.com/about-toms

http://www.toms.com/improving-lives

http://www.toms.com/what-we-give

http://www.toms.com/where-we-give

http://www.toms.com/thoughtful-partners

http://www.toms.com/beyond-one-for-one

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Brand Project #5

Rachel Gifford, Susan Loh, & Julia Solin

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A more long term solution

  • The One for One program has been criticized for being a “band aid”, not an actual solution
  • Suggestions: create new infrastructure, health facilities in these countries instead of just giving shoes
    • The people in these countries have many more problems than a lack of shoes

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Change the One for One model

  • Some critics say that its model does little to address the root causes of poverty
  • May even reduce demand for locally-produced products
    • Potentially harmful to businesses in area receiving donations
  • Giving free shoes to the children made them slightly more likely to feel dependent on outside aid — a learned dependency that can be damaging

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Promote their other programs

  • Toms has been very successful in promoting to their “One to One” program for shoes
    • Most people who have heard of Toms have heard of this mission
  • However, people may not be as aware of the other things they are giving
    • Ex. sight, water, safer birth, stopping bullying
  • Focus more on widening the brand and familiarizing people with these other missions

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Explore New Markets

  • TOMS faces risk of competition - competitors such as Skechers are attempting to move in and replicate the One for One business model.
  • Although TOMS is the first mover, it will need to be careful of other companies aggressively moving in on its key business model
  • Exploring new a markets will help them differentiate themselves from their companies
  • Can explore market to include elderly

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Better Marketing

  • TOMS lack of TV presence hurts them
  • They do a great job advertising their brand using social media, but they put very little money in other forms of advertisements
  • Created more TV commercials or magazine ads to better market their company
  • Can not just rely on word of mouth

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Improve Products

  • Lower prices of products
  • Improve quality of products
    • TOMS shoes wear out easily
  • Create more diversity in products; have a larger product assortment
  • Market new products
    • Only known for their “classic” design