Nike Air Force 1 Advertising Campaign

 COMM 418: Advertising Campaigns

 Susquehanna University
 BOHA Advertising Agency

 Campaign: November 2021-2022

 Heidi Fallon, Olivia Parke, Annie Vogt, Brooklyn Zeier

 11/20/2020

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 Table of Contents

Agency Philosophy …........................................................................................................... pg. 3

Executive Summary ….......................................................................................................... pg. 4
Situation Analysis …............................................................................................................. pg. 5
Target Market Profile …........................................................................................................ pg. 15
Objectives …......................................................................................................................... pg. 17
Creative Strategy …............................................................................................................... pg. 18
Marketing Communication Strategy …................................................................................. pg. 21
Campaign Flowchart …......................................................................................................... pg. 31
Measurement and Evaluation …............................................................................................ pg. 31
Budget Summary ….............................................................................................................. pg. 32
Conclusion …........................................................................................................................ pg. 33
Appendices …........................................................................................................................ pg. 34
References …......................................................................................................................... pg. 36

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 Agency Philosophy:
We are a driven group of young advertisers offering integrated marketing communications
services for advertising efforts. We carry out our motto, “creativity makes nothing impossible,”
to each job we tackle. All our clients see this and feel confidence in our unshakable spirit and
attitude to get it done. Many of our previous clients have worked with us based off our out of the
box thinking we bring to the table. Our advertising methodology and creations are truly one of a
kind and make businesses big and small stand out in the crowd.
Our founding staff is comprised of four well educated and driven women: Brooklyn, Olivia,
Heidi, and Annie, which is how we got our name BOHA. The skillset among us is deep but also
wide, each of us mastering skills we naturally have. Our creative director Heidi extends her
excellent managerial know how to make sure that every one of our creative ideas is integrated
into the heart of our client's business seamlessly. She makes sure that our high caliber work is up
to snuff among all our clients. Annie, BOHA’s art director, is the mastermind behind every
creative placed in the media. She is also recognized for her winning of a Clio Award for her
work done in 2018. BOHA’s account executive Olivia takes care of communication efforts
between our agency and all our clients. She ensures that not a single deadline is missed. Our final
core team member is Brooklyn who serves as both our copywriter and account planner. She
works closely with the creative end of our staff to create unforgettable slogans and
simultaneously works with our in-depth marketing team to run elaborate consumer research.
With our core four founders implementing our key fundamental work principles we truly provide
the best work within the advertising industry. Trusting BOHA Advertising Agency with your
next project is surely a step not only in the right direction, but also in the best direction.

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 Executive Summary
The Nike Air Force 1 shoe falls into a leading role in the expansive footwear industry on a
national and global level, bringing with it the large and diverse demographic that the industry
gathers. The target market for Nike consists of 18- to 40-year-olds, both men and women, and
includes a wide range of backgrounds; however, the focus of our Air Force 1 advertising
campaign will primarily be the 18- to 26-year-olds in Nike’s market. These young consumers
push the industry forward and have certainly created market trends that are shifting business
functions. The footwear industry is now more digital than ever, changing consumer habits
completely. The Nike Air Force 1 sneaker started as the first basketball shoe that included Nike
Air technology, which changed the game from then on. The shoe almost 40 years later has kept
the same design and has built a reputation as a fashion and athletic statement. This allows for
continued growth within the market for the shoe to dive into the realm of digitalization and for
its popularity to aid in expanding the online consumer market. The online retail market is where
our campaign aims to target our efforts, creating advertisements that direct consumers to the
website. Through such advertisements of the Air Force 1 shoe, we can highlight the Nike online
shopping place, and the extensive customization benefits it can offer of the specific shoe. By the
end of the year, we want to see a 10% increase in online sales and an increase in web page visits
by 15%. For our communication objectives, we intend to create awareness among 90% of Nike’s
target audience within a period of one year. This can be done by using repetitive slogans in
traditional advertising and digital media advertising. The specific slogan for our Air Force 1
campaign, “Make it Personal”, serves as our promise to the consumer and effectively promotes
the unique customization feature provided for the sneaker exclusively on the Nike online shop.
The advertisements will feature a colorful version of the Air Force 1 sneaker placed on top of a
piece of similarly colored abstract artwork, offering a bold, eye-catching design. Our campaign
will include both traditional and digital advertising, featuring billboard, Instagram, and web
banner ads, that will effectively capture our target audience and create a digital emphasis. These
ads will run 9 months of the year, November to July, in the hopes of capturing the increased sales
surrounding the holiday season. Our agency also plans on incorporating a press release at the
beginning of November. With this in mind, the approximate advertising expenditures for this
Nike campaign is $282,300, an amount that we at BOHA feel confident proposing. As part of
our campaign, we also plan on utilizing tracking studies a form of concurrent testing in order to
get a read of our advertisements. The BOHA Agency will be conducting panels to collect our
data on both digital media efforts and traditional media efforts. In addition to using concurrent
testing, our agency also seeks to provide Nike with results of the campaign plan after it is
completed by conducting behavioral reports on website visits, and run tests reflecting consumer
recognition and recall of the advertising message.

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I. Situation Analysis
A. Company Analysis
1. Nike’s History
Back in 1957, cofounders Phil Knight and Bill Bowerman met at the University
of Oregon. Both men had a strong connection with running, Knight a runner
himself, and Bowerman being a track coach. After their meeting, the pair began
conjuring different shoe designs, striving to create the perfect pair of American
made running shoes. Later in 1972, Nike was created, named after the Greek
goddess of victory. The brand now currently represents athletes around the
globe and inspires fashion choices and trends among millions of youths,
(Hoovers, 2020 Company History).
2. Nike’s Company Culture & Mission
Nike strives to expand the potential of human beings of all backgrounds. They
not only offer innovations in the sporting world, but they also make an impact in
the world around them. They do so by making their product offerings more
environmentally sustainable and by the inclusion of more diverse walks of life
on their global team. Nike strives to make a greater positive impact on the
communities where it exists in around the world, (Nike Inc., 2020).
3. Nike’s Company Problems & Challenge
In the recent years, Nike has reported issues pertaining to financial performance.
Due to a decrease in revenues; the company has not been able to give large
returns to its shareholders which stalls any potential capital investments. From
fiscal year 2018 to fiscal year 2019, revenues declined by 4.4% due to
individual financial losses in the Global Brands Divisions which encompasses
the Air Force 1 product. Net income itself was also reported to fall 10.3%
between fiscal year 2018 and 2019, followed by another drop of 6.8% into
2020. Despite the hit on sales the current health crisis has brought on, this
decrease in net income had been long seen in previous fiscal years, bringing
about reason for improvements, (Hooever, 2020 SWOT).
(See Appendices A & B for Net Income and Revenue graphical information)
4. Footwear Industry: Overall Market Trends
Nike’s Air Force 1 shoe falls into the industry of footwear in the United States.
As described by MarketLine, a provider of business and industry insights, the
footwear industry is, “...at the center of youth culture,” (MarketLine, 2020 p.
25). These young consumers push the industry forward and have certainly
created market trends that are shifting business functions. The footwear industry
is now more digital than ever, changing consumer habits completely. A newer

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 company in this market, GOAT, has brought about this new market trend by
their 2019 innovation and launch of the, ‘Try – On’ feature. This allows
customers to be able to fully gain the shoe buying experience from the comfort
of their own homes (MarketLine, 2020 p. 26). This shift poses a threat for
traditional brick and mortar stores, forcing this industry to turn digital. The
digitization is something Nike needs to be aware of, not only for future design
of marketing materials but also the form in which they will communicate these
advertisements.
5. Nike’s Company Opportunities
The digital trend within the footwear industry is revolutionary, creating
opportunities for Nike to set new industry standards regarding technology.
There are openings in the market where innovative technology and athletic wear
could combine, considering this demand is yet to be explored in depth
(Hoovers, 2020 SWOT). In addition, Nike’s footwear marketing has led to
multiple celebrity collaborations and endorsements, the most notable being their
partnership with Michael Jordan and the creation of the “Air Jordan 1 Shoes”
(Hoovers, 2020 SWOT). While this tactic of partnering with prominent sports
figures has historically kept the company relevant, recently young consumers
have switched to supporting Adidas given the rival’s “high-profile
collaborations” with members of the music and fashion industry, such as Kanye
West and Pharrell (MarketLine, 2020 p. 25). When considering their young
target market for athleisure footwear, such as the Air Force 1 shoe, Nike’s
ability to branch out their celebrity endorsements to other trending industries
could be the key to gaining back their young demographic.
B. Consumer Analysis
1. Consumer Demographics
Consumers of the footwear industry, which includes Nike’s Air Force 1 shoe,
are comprised of younger adults, approximately 18 to 40 (Mintel, 2020 pg. 36).
This core consumer base includes both men and women, who demonstrate
similar purchasing habits with regards to athleisure footwear (Mintel, 2020
Sporting Goods). Given Nike’s high retail prices, specifically those of the Air
Force 1 shoes, the demographic falls into the middle to upper-class range, with
most purchases stemming from household incomes of over $75K (Mintel, 2020
pg.36). “Athleisure” or “streetwear” is especially popular in urban areas where
consumers want style that offers movement but is not exclusive to exercise
(Mintel, 2020 Sporting Goods).
2. Consumer Psychographics
Nike’s footwear consumer base prioritizes comfortable and high-quality
products. “[f]ashionable and versatile sportswear...” is in top demand regarding
both interest and purchasing, meaning customers are willing to pay more for
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 quality, (Mintel, 2020 Sporting Goods). Trendy casual footwear, like the Air
Force 1 shoe, are popular with younger adults who are motivated by an
emotional connection to the product. Thirty percent of this demographic feel
footwear is the most important part of their outfit and overall identity, which
creates a conscious choice and investment when picking brands or products
(Mintel, 2020 pg. 36). Additionally, 60% of men and women purchase footwear
in order to replace an existing pair, making it the number one reason shoes are
purchased on the market (Mintel, 2020 pg. 42). From this activity, it can be
concluded that consumers will routinely repurchase footwear that met the
above-mentioned demands, including quality, comfort, and emotional
connection.
C. Market Analysis
1. Market Size & Share
The United States has the largest footwear market in the world, with its
revenues amounting to 14,717.61 million dollars in 2019. The footwear market
includes shoes, sneakers, athletic footwear, luxury footwear, sports shoes, etc.
Market share “is the percent of total sales in an industry generated by a
particular company,” (Hayes, 2020). Adidas and Reebok are among the top two
competitors; however, Nike holds the highest market share for footwear, at
36.33 %. Nike’s footwear revenue is currently at $9.33 billion in the 2020 fiscal
year. In a tightly competitive market such as footwear, market share is highly
contested in regard to quick flips in popularity among fast changing trends.
2. Distribution
Nike’s biggest distribution channel is selling their products to wholesalers in the
United States and international markets. The company has 384 of its own
branded stores, where they sell premium items at premium prices. Nike also
uses retail outlets such as Footlocker, other retail outlets for direct-to-consumer
(DTC) through its own website, and e-commerce organizations such as
Amazon. Nike’s sales to wholesale customers increased by 6% in fiscal 2019,
while the company’s sales through Nike Direct expanded 13%. Nike’s DTC
sales also rose to $11.7 billion in fiscal year 2019.
3. Seasonality
Because the Nike Air Force 1 sneaker is an all-round season shoe, whether it's
used for athletics or fashion, it can be advertised at any time. Nike wants their
customers to feel the product is personalized to them, they want to relate to their
activities. “It’s important to have your customers talking about your brand. Nike
creates exciting experiences that people would talk and share with each other,”
(Erkilic, 2020). That being said, our agency can advertise the Air Force 1 at any
time. This sneaker can relate to any customer due to its simplicity, comfortable
feel, and its unisex design, leading to a limitless intrigue for all types of
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 consumers. There is so much opportunity to present this shoe, it does not matter
the season because it is able to be advertised in millions of ways.
4. Development Potential
Nike is a household brand; they are one of the top athletic brands in the world.
Most of their products continue to improve based off athletes’ opinions and
research. One product that has stayed the same is the Air Force 1. This sneaker
started as the first basketball shoe that included Nike Air technology, which
changed the game from then on. The shoe almost 40 years later has kept the
same design and has built a reputation as a fashion and athletic statement.
Because the shoe has so much history, it has made its mark on society and
become a staple product of Nike. It now has become a trendy shoe, athletes may
not use it as a basketball shoe, but maybe again one day. According to the Nike
Air Force 1 history page, the sneaker has related to trends over the years
whether it be in fashion or sport. Nike can continue to develop this shoe to keep
up with trends.
D. Product Analysis
1. Market Share, Sales, & Growth
Nike Inc is made up of apparel, equipment, footwear, and other various products
to segment their product lines. The Air Force 1 falls within the footwear
segment, which makes up the most of both overall revenues and segment size as
shown below:

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The Air Force 1 itself brings in average revenues of $800 million per year for
over 1,700 color-style variations of the shoe. It sees either constant sales every
year, or shows up to 5% sales increase, which was seen in 2012 with the sale of
over 12 million shoes (Hoovers, 2020).
2. Attributes and Benefits
The Nike brand name holds a great deal of value to the consumer, given that it
is the world’s largest supplier in athletic shoes and apparel and is a relevant
player in the fashion industry. This reputation, along with their numerous
popular celebrity partnerships, makes Nike a popular, trendy, and quality brand
in which consumers will want to align themselves with (Marketline, 2020
United States – Footwear). Choosing Nike’s Air Force 1 shoe offers the
consumer a versatile, high quality product that can be worn in athletic endeavors
and as comfortable, casual streetwear. Three out of ten shoppers see value in
paying for versatile footwear that can be worn for multiple occasions, not just
exercise or other specific events (Mintel, 2020 Sporting Goods). Customers will
see the benefits in choosing a hot-ticket item like the Nike Air Force 1, given
clothes are viewed as closely associated with lifestyle and social status
(Marketline 2020, United States – Footwear). Wearing such a popular brand and
shoe will make the consumer seem elevated in status and on-trend with
streetwear styles, especially ones that have appeared in mainstream fashion
shows and are top picks for runway designers (Mintel, 2020 Men’s &
Women’s).
3. Brand Image
Nike’s mission statement is, “[t]o bring inspiration and innovation to every
athlete in the world” (Smithson, 2019). Nike is often the first brand that comes
to mind when people think about athletic shoes and apparel. Nike has captured

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 approximately 31% of the global athletic footwear market (White et al, 2020).
Since they opened in 1964, the company has worked hard to create a current
brand image as an ethical and customer-oriented business. When people buy
from Nike, they know that they are getting top-quality products, and its logo has
set it apart from other brands so that it is easily recognized by consumers.
4. Positioning
Nike has positioned themselves as one of the top athletic companies in the
world. They encourage their customers to push themselves and better
themselves, and in doing this they should be wearing Nike products because
they too are the best. Although Nike’s focus is athletics, a lot of their products
have also become major fashion trends, one being the Air Force 1 sneaker.
Their positioning strategy where they focus on keeping their products in the
trends has worked. The Air Force 1 has grown out of the 1980’s basketball
sneaker and evolved into a statement. Because the sneaker started out as a
basketball sneaker, the style has not changed. Basketball sneakers had become
more advanced to improve the athlete's game, but the Air Force 1 never
changed, so marketers made them into an everyday shoe so that their consumers
could still enjoy the style.
E. Competitive Analysis
1. Primary & Secondary Competitors
The top three primary competitors of Nike’s Air Force 1 shoe are the Puma SE,
Adidas AG and New Balance Athletic Shoe Inc. Adidas AG was founded in the
1920’s and is the most like Nike because they have similar products and similar
target markets (Hoovers, 2014). After Nike, Adidas AG is ranked as the number
two sporting goods manufacturer and has expanded to over 170 countries,
selling online and through retail stores.
New Balance was founded in 1906 and targets an older demographic than Nike.
Its target audience is young men and women who are upper middle class. The
company sells similar shoe products to Nike; however, they are not as focused
on selling apparel (Hoovers, 2014). New Balance sells its products in its own
stores and specialty retailers. New Balance targets its products for the “everyday
man and women,” to reach an even bigger target audience.
Puma SE is different than its competitors because their focus of shoes and
apparel does not play a big role in total revenue for the company (Hoovers,
2014). Puma’s target audience are customers between the ages of 18 and 24,
which is similar to Nike’s target audience.
The secondary competitors of Nike are Ralph Lauren and Vans. Vans was
established in 1906 and is a company that creates footwear and apparel for
skateboarding and snowboarding (Saharudin, 2020). Vans has a young target

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audience of kids, teens, and young adults. Like Nike, Vans offers custom
designed shoes that guarantees style and comfort.
Ralph Lauren is another competitor of Nike who targets upper-middle-class
men, women and children who value familt oriented life (Bells, 2016). This
company combines athletic with classy, to create their sophisticated shoes and
apparel that can be dressed up or down on any given day. Ralph Lauren has also
created a multi-line company, which has allowed them to target a variety of
consumers through each different line and expand their consumer groups even
further.
2. Comparative Attributes & Benefits
Nike has built a strong brand image, when consumers see the Nike swoosh, they
immediately know what brand it is. The brand is known for their quality
products and the appeal of how stylish they are. According to Forbes, Nike has
such an advantage over other companies they have built a “moat” around the
company, limiting the entry of new competitors in the business. The company
targets teenagers and young adults to buy their product. The Air Force 1 sneaker
has made its way to one of the most popular fashion sneakers right now.
“Another advantage is scale, the cost savings associated with a larger corporate
size. Nike has close to $29 billion in revenues, almost twice its closest
competitor, Adidas AG” (Forbes). Nike benefits from having the best of both
worlds where their products are a top brand for fashion and athletics. Nike
keeps their products sustainable and keeps them at a good price so that
consumers are getting a good quality product for their money. Nike is constantly
changing their products to make them the best of the best.
3. Comparative Messaging & Media Usage & Spending
For Nike, messaging is focused on communicating their relevancy with modern
trends and asserting their place as the number one choice in athletic apparel.
Promotional efforts are centered around their celebrity partnerships, famous
athletes and celebrities alike (Marketline, 2020 United States – Footwear). As
one of Nike’s top competitors, Adidas uses a similar messaging model, often
relying on their brand reputation and looking to their celebrity collaborations to
communicate their message of trendy and fashionable athleticwear. However,
Adidas’ celebrity partnerships are more geared toward musicians and trend-
setters, like Kanye West and Pharrell (Marketline, 2020 United States –
Footwear). Puma’s messaging has transformed in recent years to stress fashion
over sports performance, aligning itself with fashion icon and musician,
Rihanna (Marketline, 2020 United States –Footwear). A highpoint of
competition for Nike is that Puma has successfully captured athleisure
messaging, a market that Nike has attempted to enter in recent years (Domestic
Update, 2019). New Balance Athletics remain grounded in messaging that

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communicates their specific niche market of sporting footwear, focusing on
sports performance rather than fashion-forward styles (Hoovers, 2014).
In 2019, United States advertising spending in the footwear industry reached
$549.54 million and is estimated to rise to $578.9 million throughout 2020
(Schonfeld & Associates, 2019). With changing technology and internet usage,
U.S. advertising has seen a surge in mobile media, estimating it will represent
47.9% of the total U.S. ad spending in 2022 (eMarketer, 2018). As a whole,
Nike spent $1.47 billion in 2019 on promotional efforts, only slightly out-
spending Puma’s $1.1 billion advertising make-up. Adidas spent only $688
million in 2019, while New Balance spent significantly less–only $100 million
(Kantar Media, 2020).
(See Appendix C for graphical representation of advertising spending among
competitors)
4. Comparative Market Share
In 2019, the footwear industry was worth $69.12 billion, and has shown
“explosive positive growth...” of over 17% since 2015, (Census Bureau, 2020).
Among this growth, Nike has the highest market share among all its competition
as of recent research reports in 2020 done by Statista. According to this data the
market share information is as shown:

Although the outlook we see for Nike is positive in terms of its firm grasp on
market share there is still some factors to be aware of for solidified future
success. There still is fierce competition among adidas, and a push towards even
more ecommerce consumer preferences. Nike needs to keep up with the way
market trends are leading and to stay ahead. The only way to keep the large gap

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 in market share is to remain proactive and in tune with the target audience,
(O’Connell, 2020).
F. SWOT Analysis

Strengths:
Store Network Diversity: Nike currently has a lot of strength in the differentiation
of its store network. Nike’s product offerings are available for purchase through
brick-and-mortar stores, online platforms, and a mobile application. This wide
variety of options creates a wider scope to include consumers and strengthens
their hold in the market. The company currently has 338 retail stores in the United
States and additionally distributes its products through footwear locations,
athletics stores, and other department stores, (Marketline, 2020 SWOT).
Strong Operation Network: Nike has a strong operational network, made up of
112 total factories located among 12 different countries. Its outsourced
manufacturing contracts outside of the US account for its ability to cut costs in
production. This strong network provides the supply chain strength and gives the
company a path to future growth and expansion capabilities, (Marketline, 2020
SWOT).
Research and Development: Nike has composed a stunning amount of support for
itself through its research and development facilities. Their “innovation-based
strategies” help them stay ahead of any potential changes in the footwear industry.
This strategy also gives Nike a first mover advantage, since they usually tend to
release their products ahead of main competitors, (Marketline, 2020 SWOT).
Research and development accounts not only for new successful products, but
also improvement of existing ones. Recent Nike efforts of sustainability have also

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been improved on through this department, providing a platform for the firm to,
“improve durability and performance of the product, reduce waste, eliminate
injuries, and offer comfort for its users,” (Marketline, 2020 SWOT).
Weaknesses
Financial Performance: In the recent years, Nike reported issues pertaining to
financial performance. Due to the decrease in revenues, the company has not been
able to give large returns to its shareholders and stalls potential capital
investments. From fiscal year 2018 to fiscal year 2019, revenues declined by
4.4% due to individual financial losses in the Global Brands Divisions which
encompasses the Air Force 1 product. Net income itself was also reported to fall
10.3% between fiscal year 2018 and 2019, followed by a drop of 6.8% in 2020.
Despite the hit on sales the current health crisis has brought on, this drop in net
income had been long seen in previous fiscal years, bringing about reason for
improvements, (Hooever, 2020 SWOT).
Opportunities
Global Sports Apparel Industry: In the recent years, the number of consumers
being, “sports enthusiasts [and] participants of the growing health and fitness
conscious market...” has grown, (Marketline, 2020 SWOT). With Nike’s strong
place in the market offering both in person and e-commerce retail options, there is
a lot of potential growth for the firm. This market is forecasted to grow 3.8%
during the years of 2018 to 2023, reaching to a total market value of $199.5
billion. Footwear, being the niche of the Air Force 1 in this market, accounts for
13.2% of the total market share, (Marketline, 2020 SWOT). Factors such as
increased socialization, fitness concerns, and higher quality of life trends fuel this
growth, (Marketline, 2020 SWOT). Given this opportunity Nike should capitalize
on this growth to pursue its business interests.
Footwear Market in the United States: The industry of footwear in the US has
been growing. With the current changes in preferences of consumers, the coming
of sneaker culture, forces the market to grow enormously. The younger aged
consumer’s preference for sneakers alongside technology advances in footwear
purchasing results in a large increase in the value of the market. From the years
2018 to 2023 the footwear market in the United States is expected to grow from
4.2%, making its total market value coming to $396.9 billion. The largest segment
of this market is women’s footwear, 53.3%, followed by 27.6% of men’s, and
finally 27.6% made up by children’s footwear. Ultimately, this market should see
the growth in the coming years through, “expanding middle class consumers,
rising standards of living, increasing household income, and higher per capita
expenditures,” (Marketline, 2020 SWOT). Nike has a great platform to capitalize
on this opportunity.

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 Global E-commerce Market: The introduction of e-commerce options for
consumers in the footwear industry has bolstered value into this market. With
consumers able to view Nike’s products from anywhere online, its e-commerce
profits have shown larger and larger increases. Within the sector of e-commerce,
footwear and apparel retail items make up 23.7%, making it the largest segment,
(Marketline, 2020 SWOT). Nike needs to take hold of electronic sales methods
and marketing activities to be able to profit off this growing trend in the market.
Threats
Intense Competition: Nike currently has a lot of fierce competition in the footwear
market. To determine the strength of these competitors, we are analyzing factors
such as, “breadth of products, quality, comfort, brand reputation, brand loyalty,
price, store locations, and advertising and marketing capabilities,” (Marketline,
2020 SWOT). Using this information, it is determined the major competitors
include adidas, Puma, Fila, Under Armor, and Reebok. All these companies have
deep histories in footwear, vast operation resources, and high financial
capabilities. Taking this information and connecting it to the consumer, it can be
ascertained that there is high brand recognition and loyalty. This creates the threat
of innovation and business expansion capabilities if Nike is not cutting edge and
implements a first mover advantage.
Counterfeit Goods Market: The revenues and profit margin of Nike’s footwear
can be infringed upon by the high influx of counterfeit footwear products being
sold. Nike is the most counterfeited brand in the United States leading this to be a
huge problem, (Marketline, 2020 SWOT). These fake labels have the potential to
create false assumptions of poor-quality items, damaging brand image and the
relationship with the consumer.
II. Target Market Profile: Sample Portrayal of a Typical Consumer
Nike targets consumers both male and female between the ages of 18-40-years-
old. Nike’s belief that everyone who has a body is an athlete, reveals this broad
target audience. This intended consumer wants to look both athletic and
fashionable simultaneously. All socioeconomic classes are inclusive in this
consumer profile, due to the segmentation of Nike’s wide demographic. As well,
research shows that no single customer grouping represents more than 10% of
Nike’s sales in 2019, proving the diversity of this target market,
(Panagiotopoulou, 2017)
Nike sees no need to target a specific segment within the range of males and
females between 18-40 years old. They appeal to all of the following: (Hoovers,
2014)
 Inner city raised athletes who enjoy communal “pick up” sports

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  Suburban based athletes who enjoy recreational sporting as well as
running and biking in parks
 Weekend athletes
 Serious athletes, also known as those who exercise at least five days a
week
 People who desire to look like athletes
From this information we can see that the Nike target market is very wide, and
this fact is beneficial towards our crafting of the advertising campaign. By having
this flexibility in our target market, our goals to increase online presence and sales
is easier to obtain. By focusing on our younger members of this audience we can
include a general advertisement that appeals to athletes, and athleisure styled
consumers.
Targeted consumers of Nike footwear are considered active individuals, favoring
sneakers that provide quality comfort and mobility in their everyday lives. While
Nike consumers include a wide variety of athletes, 25% of those who wear active
footwear don’t exercise, making the casual and stylish aspect of their footwear a
high priority. Given that the level of exercise and activity has a wide range among
Nike consumers, a versatile sneaker like the Air Force 1 bridges the gap between
footwear styles, which is highly valued for the consumer’s lifestyle. Additionally,
this target market prioritizes style and fashion as part of their identity, choosing
footwear that is popular within the fashion industry or aesthetically pleasing.
Many of their purchases are influenced by pop culture, specifically popular public
figures on social media platforms like Instagram, Twitter, and YouTube.
Consumers also look for brands that align with their personal lifestyle goals,
hoping that becoming associated with a high-profile brand will boost their public
perception and aesthetic (Mintel, 2020). Paying high prices for quality products
also aligns with their consumer values; nearly 30% of shoppers were reported to
pay more for well-made products that fit their versatile needs (Mintel, 2020
Sporting Goods).
Given their athletic and casual versatility, Nike footwear is used by the targeted
consumer market in a variety of ways. According to a Statista 2020 survey, 62%
of individuals wear active footwear when exercising, and 21% wear them for
team sports. 58% of consumers wore their athletic footwear as comfortable house
shoes, 25% when going out, and the largest percentage of individuals surveyed,
over 64%, said they wore their athleticwear in everyday life (Statista Survey,
2020).
Nike’s reach and spread as a popular international brand makes it not limited to
certain geographic areas, allowing it to have successful markets across urban and
rural areas (Mintel, 2020). In addition, 27% of consumers prefer online shopping
as their retail channel, which actively disperses the clustering of geodemographic
needs (Statista, 2020).

17
III. Objectives
A. Marketing Objectives
During the yearlong advertising campaign plan being built, there are specific marketing
objectives that will be strived for. This marketing objective includes a growth of digital
presence for Nike. As mentioned in the investigation of the footwear industry, there is a
trend turning our target market towards digital purchasing and browsing methods. For
Nike to stay on top of sales and market share, they must meet this trend of digitalization.
Through the advertisement of the Air Force 1 shoe, we can highlight the Nike online
shopping place, and the extensive customization it can offer of the shoe. By the end of the
year, we want to see a 10% increase in online sales and an increase in web page visits by
15%.
B. Communication Objectives
Awareness: Nike intends to create awareness among 90% of its target audience within a
period of one year. This can be done by using repetitive slogans in traditional advertising
and digital media advertising. One of the key considerations in the communication
process is to create awareness amongst potential consumers on the characteristics of the
Nike Air Force 1. Through effective communication, it will be possible to influence
18
 consumers in their decision-making process, through informative and persuasive
communication tactics. This will be measured through surveys run after the
advertisements will be run within the media.
Knowledge: To create interest in the brand among 70 % of the target audience within one
year. This can be done by communicating information about the features and benefits of
the brand.
Preference: Nike is considered the leading athletic brand in the market. According to
Forbes, Nike ranks No. 1 in consumers’ perception of innovation and fashion/style and
most importantly on purchase intention. Consumers prefer Nike due to their innovation.
Our goal from this campaign in the span of a year is to maintain the brand as the number
one footwear preference among the consumer audience, measured through majority
market share.
Conviction: Because Nike continues to change their products and improve them and it
keeps consumers loyal to them with the belief that the brand works in the efforts of
providing for them. In the case of the Nike Air Force 1, Nike offers the customization of
the shoe it to fit the styles trending. The Air Force 1 keeps its classic look, but also comes
in different colors, high/low top, and even with platform soles. With this campaign we
seek to keep this idea of personalizing the Air Force 1 in the mind and beliefs of the
consumers. This can be seen through the usage of the personalization features of the Air
Force 1 on the Nike store.
IV. Creative Strategy:
1. Company & Project
Back in 1957, as we know Nike was founded by Phil Knight and Bill Bowerman who
met at the University Oregon, both having a strong connection with running, The brand
now currently represents athletes around the globe and inspires fashion choices and
trends among millions of youths, (Hoovers, 2020 Company History). Our project at
BOHA is to take this company background and its product, the Air Force 1, and create a
successful and transcendent advertising campaign.
2. Product Personality:
The Air Force 1 is a stalwart among sneaker shop offerings. The shoe is timeless, fitting
into any era, remaining effortlessly stylish in its simplicity. The all-white version the
brand is most associated with is one of the most successful crossovers in the company's
history. Not only a consistent best seller, much to shareholder delight, the Air Force 1
also consistently pleases sneaker connoisseurs and trend setters allowing it to continue its
run at the top. The Air Force 1 is marked by its versatility, as it can be seen at both the
MET Gala as a fresh twist on a classic suit, or at the basketball court worn by more than
half the players (Warnett, 2019). The Air Force 1 has staying power, and its ubiquitous
influence is felt throughout the sneaker world.
3. Key Facts & Background:
19
 The Air Force 1 is considered to be one of the top selling sneakers in history. According
to an article from the New York Times, on the shoe’s 25th birthday, it is the number 11
seller in athletic footwear history. Analysts estimated that they sold about 12 million pairs
at its peak in 2012, and since then the shoe has made a major come back in fashion over
the past few years. The shoe was originally made for the basketball courts, but now it is
mainly seen as a fashion statement and comfort shoe. But seeing the change from athletic
to fashion, the shoe still stays popular among consumers.
4. Problem:
In the recent years, Nike reported issues pertaining to financial performance. This is the
problem that this advertising campaign seeks to fix. From fiscal year 2018 to 2019,
revenues declined by 4.4%. Net income itself was also reported to fall 10.3% between
fiscal year 2018 and 2019, followed by a drop of 6.8% into 2020. Despite the hit on sales
the current health crisis has brought on, this drop in net income had been long seen in
previous fiscal years, bringing about reason for improvements, (Hooever, 2020 SWOT).
(See Appendices A and B for graphical representation of these numbers.)
5. Communication Objective & Desired Attitude or Behavioral Change:
Awareness: Nike intends to create awareness among 90% of its target audience within a
period of one year.
Knowledge: To create interest in the brand among 70 % of the target audience within one
year.
Preference: Our goal from this campaign in the span of a year is to maintain the brand as
the number one footwear preference among the consumer audience.
Conviction: With this campaign we seek to keep this idea of personalizing the Air Force
1 in the mind and beliefs of the consumers.
6. Target Market
Our agency will be focusing our target market of Nike consumers from the ages of 18 to
26 both male and female. Nike has a belief that everyone who has a body is an athlete.
This reveals a broad target audience for Nike to equip with athletic and streetwear
apparel. This intended consumer wants to look both athletic and fashionable
simultaneously. All socioeconomic classes are inclusive in this consumer profile, due to
the segmentation of Nike’s wide demographic.
7. Consumer Insight
To give some more insight of Nike’s typical consumer it is important to highlight key
lifestyle trends in order to creatively cater to this group. Targeted consumers of Nike
footwear are considered active individuals, favoring sneakers that provide quality
comfort and mobility in their everyday lives. While Nike consumers include a wide

20
variety of athletes, 25% of those who wear active footwear don’t exercise, making the
casual style aspect of their footwear a high priority. Given that the level of exercise and
activity has a wide range among Nike consumers, a versatile sneaker like the Air Force 1
bridges the gap between footwear styles, which is highly valued for the consumer’s
lifestyle. Additionally, this target market prioritizes style and fashion as part of their
identity, choosing footwear that is popular within the fashion industry or aesthetically
pleasing. The majority of their purchases are influenced by pop culture, specifically
popular public figures on social media platforms like Instagram, Twitter, and YouTube.
Consumers also look for brands that align with their personal lifestyle goals, hoping that
becoming associated with a high-profile brand will boost their public perception and
aesthetic (Mintel, 2020). Paying high prices for quality products also aligns with their
consumer values; nearly 30% of shoppers were reported to pay more for well-made
products that fit their versatile needs (Mintel, 2020 Sporting Goods).
8. Our Promise at BOHA
During the yearlong advertising campaign plan, we at BOHA promise the growth of
digital presence for Nike, specifically for the Air Force 1. As mentioned in the
investigation of the footwear industry, there is a trend turning our target market towards
digital purchasing and browsing methods. For Nike to stay on top of sales and market
share, they must meet this trend of digitalization. This creative strategy will support our
claims of superiority and a persuasive advantage over our other primary competitors,
including Adidas, Puma, and New Balance. Through the advertisements of the Air Force
1 shoe, we can highlight the Nike online shopping place, and the extensive customization
it can offer of the shoe. By the end of the year, we also promise a 10% increase in online
sales and an increase in web page visits by 15%.

9. Source of Authority & Credibility

 Style
The Air Force 1 gives the consumer instant access to stylish footwear for any situation.
The Air Force 1 reaches so many cultures and social groups, as more than 10 million
pairs of Air Force 1s are sold every year. The shoe is internationally accepted and can be
seen on the global best seller list year in and year out. it is also currently the number one
style of 2020 (Nikara, 2020).
 Quality
Revered for its quality, the AF1 is widely characterized as legendary for its high quality.
Its concept was pulled partly from a hiking boot, and durability was certainly part of that
design. This attention to quality and trust in workmanship is supported by Nike’s 2-year
manufacture warranty. If the shoe is defective in any way that reflects upon the
manufacturing process, Nike sends a full voucher refund.
 Product Lifespan

21
 Consumers want their products, Air Force 1’s, to remain both physically intact and
culturally relevant. If the shoes a consumer buys were to go out of style within a year, it
would be of far less value than the Air Force 1, which has sustained 40 years of relevance
and shows no sign of slowing down (Evans, 2020).
 Versatility
Aside from being fashionable, several versions of the Air Force 1, including all whites,
are fully employable as athletic footwear. Rising to popularity in the NBA, the Air Force
1 can also be used to cross-train, play sports like tennis or racquetball, or weightlifting
(Harmon-Smith, 2019).
10. Creative Guidelines
For this campaign, we will be implementing a unique selling proposition strategy to
highlight the customizable feature of the Nike Air Force 1 sneaker. This creative strategy
will support our claims of superiority and a persuasive advantage over our other primary
competitors, including Adidas, Puma, and New Balance. Given Nike’s position as a
leader in the athletic footwear industry and the largest market share holder among its
competitors, the main goal of the campaign is not company recognition but for an
increased digital presence (O’Connell, 2020). The campaign will place emphasis on the
unique personalization options of Nike’s online retail shop, allowing consumers to create
their own version of the Air Force 1 shoe. This will drive customers to the Nike retail
website, ultimately increasing digital presence and sales for the company. The
advertisements will feature a colorful version of the Air Force 1 sneaker placed on top of
a piece of similarly colored abstract artwork. The Nike Swoosh must be included on the
ad and given an appropriate amount of padding as to not crowd the logo. The main copy
on the advertisements will include “Make it Personal”, immediately catching the viewer’s
attention in bold print. Other copy such as, “Nike Air Force 1” or “Shop Nike” may be
used when necessary. Some elements of copy and image should balance each other on
both sides of the ad, offering harmony and cohesiveness. Each ad is created to entice the
audience, suggesting the ultimate, personalized customer experience.
11. Mood, Tonality, & Voice
Given the focus on the personalized and customizable features of the Nike Air Force 1
shoe, the overall mood will be fun, bold, and exciting. Our advertisements will focus on
highlighting the individuality our consumers possess, mixing colors and patterns to
represent a variety of styles. Bright and bold colors will create the excitement and
intrigue we hope to instill in the audience, hopefully catching their eye as they go about
their lives. Our main copy, “Make it Personal”, is intended to concisely describe the
unique online feature of the Air Force 1 sneaker, using a voice that directly speaks to the
audience and calling attention to the individual consumer. The tone should be inviting
and have a sense of declaration, which will give energy to the campaign.
V. Marketing Communication Strategy:

22
A. Advertising: Billboard
1. Target audience
As previously stated, our agency will be focusing on our target market of Nike
consumers from the ages of 18 to 40 both male and female for our advertising
effort. This intended consumer wants to look both athletic and fashionable
simultaneously. All socioeconomic classes are inclusive in this consumer
profile.
2. Objective
By placing a billboard for our campaign plan, we at BOHA promise the
increased awareness of the ecommerce platform for Nike, specifically for the
Air Force 1. This creative strategy will support our claims of superiority and a
persuasive advantage over our other primary competitors, including Adidas,
Puma, and New Balance. Through this advertisement of the Air Force 1 shoe,
we can highlight the Nike online shopping place, and the extensive
customization it can offer of the shoe. With these billboards more people within
this target audience will be aware of this service provided by Nike’s online
store.
3. Creative Execution

4. Media recommendations
 Our Plan

23
 At our agency we seek to both expertly target segments within our large
target audience to reach our goals as well as advertise to the masses to
increase brand awareness. For this proposed billboard design, we are
ensuring that large groups of people will be aware of this advertising
campaign due to the strategic locations we wish to place them in. The
billboards will be located in the following cities: Orlando, Los Angeles,
and New York City.
 Rationale
By choosing these locations, we will be able to hit large amounts of people
to ensure brand awareness. In addition, we know through demographic
research, that our intended target audience makes up a large part of these
locations. Being that they are urban spots, there is an extremely large
combined number of consumers within our specified target audience. By
including this billboard into our media mix we will be able to ensure Nike
that their message will be connecting to the masses. We at BOHA are very
excited with this design and feel in these strategic locations there will be a
lot of buzz, and visits to the Nike online marketplace, (Treece, 2020).
 Timing
These three billboards will be out for nine months out of the year,
following a flighting schedule. They will be placed by the beginning of
November to begin to prepare for expected Christmas sales, and will be
continued until the month of July.
 Cost
The total costs for us to utilize billboards in these three main cities are as
follows, (Treece, 2020).

B. Digital & Social Media: Instagram and Web Banner Advertisements

1. Target audience
For our social media and digital media efforts, our agency will be focusing our
target market of Nike consumers from the ages of 18 to 26 both male and
24
female. This intended consumer wants to look both athletic and fashionable
simultaneously. All socioeconomic classes are inclusive in this consumer
profile, due to the segmentation of Nike’s wide demographic. The majority of
their purchases are influenced by pop culture, specifically on social media
platforms like Instagram, Twitter, and YouTube (Mintel, 2020). In addition,
27% of consumers prefer online shopping as their retail channel experience
(Statista, 2020).
2. Objectives
During the yearlong advertising campaign plan, we at BOHA promise the
growth of digital presence for Nike, specifically for the Air Force 1. As
mentioned in the investigation of the footwear industry, there is a trend turning
our target market towards digital purchasing and browsing methods. For Nike to
stay on top of sales and market share, they must meet this trend of digitalization.
This creative strategy will support our claims of superiority and a persuasive
advantage over our other primary competitors, including Adidas, Puma, and
New Balance. Through the digital advertisements and social media presence of
the Air Force 1 shoe, we can highlight the Nike online shopping place, and the
extensive customization it can offer of the shoe. By the end of the year, we also
promise a 10% increase in online sales and an increase in web page visits by
15%.
3. Creative Execution: Instagram Advertisement

25
4. Media recommendations – Instagram Advertising
 Our Plan
With our goals of increased browsing and purchasing for the Air Force 1
on the online marketplace, we at BOHA seek to directly hit our specific
target segment on popular social media network Instagram to deliver our
message. Given this strategy, we will find great success in finding our key
target audience and ensure both marketing and communications objectives
to be met.
 Rationale
The reason our team decided on utilizing Instagram as our key social
media platform is largely due to the demographic that uses it. Given our
specific target audience of 18-26-year-old consumers, the best fit was
Instagram. According to the Pew Research Center, 75% of users reported
to be between the age group of 18-25-years-old. That being said our
rationale is quite understandable. With eye catching designs we are casting
out an advertisement in a richly populated center full of key consumers to
make their future purchases. In addition, going along with the idea of

26
 personalized experience on the shopping page for Nike, we would love our
audience see rich images of the potential shoes they can create. By using
Instagram, we can do just that by incorporating the pictures to feel much
more inspiring and intimate.
 Timing
Our team will be using a pulsing schedule throughout our yearlong media
plan based on activity every two months followed by a one-month break.
We do not want Nike advertisements to be redundant for key potential
consumers. By going in and out at this pace we will become relevant but
not overly pushed in the mind of consumers. In addition, we see this to be
cost effective in part.
 Cost
The total costs for using Instagram are as follows: (WebFX, 2020).

5. Creative Execution: Web Banner Advertisement

27
6. Media Recommendations – Web Banner Advertisements
 Our Plan
Our agency will strive to highlight and increase digitalization for the Nike
company, and specifically the online retail benefits of the Nike Air Force
1 shoe, through the use of web banner advertisements. For our digital
efforts, we hope to increase brand awareness through our digital presence
and reach a larger portion of our target audience. Our web banner
advertisements will be strategically partnered with the Google ad network,
which will disperse our advertisements through their expansive platform.

28
  Rationale
Considering our young target market and their large internet presence and
usage, web banner advertising will be an effective way to increase the
digital presence of the Nike retail website. Web banner ads are static but
provide a direct link to the Nike Air Force 1 customization website,
making it a quick and easy way to create traffic when consumers are
already online. The Google ad network is considered a top choice in
networks, reaching 77% of the U.S. internet audience (Media Life
Magazine, 2017). This network will provide us with substantial reach
across popular web platforms, effectively increasing our digital presence
and brand awareness to the online consumer target audience.
 Timing
Given the flexible seasonality of our creative idea, we intend to promote
our web banner ads according to a pulsing schedule. Our digital
advertisements will run along the same time frame as our billboard
advertisements, November through October, creating a cohesive campaign
effort but never hitting a period of zero expenditures. This will coincide
with the increased online shopping surrounding the December holidays,
where our agency will also increase digital promotion of our banner ads.
 Cost
Total costs for web banner display ads on Google Ad Network are as
follows (Wright, 2020):

C. Public relations
1. Publics
Our Agency will be focusing on publics outside of the Nike Company. The
general public is aware of what Nike is and what they sell, but we want to show
our consumers what we provide our customers and why our product is superior.
Because our company is well known internationally, we have a large group to

29
 provide both athletic products and streetwear products. We want to be able to
connect Nike with their consumers and form a relationship, where the Air Force
1 has become a staple to people’s style, they can’t live without the shoe.
2. Objectives
We want to provide a specific purpose of communication to our consumers. Our
agency wants to focus on the audience behavior, how our consumers interact
with the campaign. Through our press releases we can provide our consumers
with more in-depth information about our campaign and about the product. This
will provide consumers with a history of the Air Force 1 and how it has evolved
over the years. The shoe is timeless and continues to hold that standard and we
can show that to our consumers.
3. Creative Execution –
 Press Release:

BOHA Advertising
IMMEDIATE RELEASE Contact: Heidi Fallon
fallonh@susqu.edu
Nike Grand Open to Promote “Make it Personal” Air Force 1 Campaign
The Future of the Air Force 1

NEW YORK, NEW YORK- 11/23/20- The Nike Air Force 1 has been a staple for the brand
since the 1980s. To promote the school and bring it back into the headlines, they are hosting an
event at the grand opening of their new store in New York City.
Nike will be hosting journalists, sneaker bloggers, and a select number of customers in
celebration of the Air Force 1. Several celebrity ambassadors will be attending the event and
there will be a presentation of the “make it personal” campaign. This will give customers the
opportunity to meet their favorite celebrities and shop for the perfect shoe to promote the Air
Force 1.
Nike believes that this event will jump start the future of the shoe and give customers the
opportunity to customize their style. The shoe will be offered in a series of colors that customers
can mix and match. The Air Force 1 has been a classic white shoe since they released it about 30
years ago, this will bring personality to the style and let customers express themselves through
their outfits.
Nike encourages customers to come to the event because the admitted guests are first come first
serve. This event will be advertised and broadcasted through Nikes social media and through the
bloggers that will be attending the event.
 Event Sponsorship:

30
 We will be holding a press conference, and to announce this event we will
be sending out a press release to show consumers our intentions for the
upcoming campaign. We are planning a product launch press conference
event at Nikes brand new, “Flagship” store in New York. The New York
location represents the future of Nike, and while the Air Force 1 has a
special place in Nike’s past, we think it is even better suited towards its
future. This event would take place right before thanksgiving and the
holiday shopping season start date of Black Friday. The press conference
will consist of a “drop” for the new season’s colorways, showcasing all of
the latest trends, tied together by our campaign mantra’s “Make it
Personal” feature of customizable Air Force 1s. For this event, we will
have Nike use its celebrity brand ambassadors to draw fans of both sports
and shoes alike to the store. The event itself will be loosely structured, a
spokesperson for Nike will give a brief presentation to a small group of
journalists and sneaker bloggers, followed by a soft public opening with a
limited number of customers admitted and given the opportunity to meet
their favorite celebrity, all while celebrating the Air Force 1. The event
would be first come first serve, with the possibility of a viral marketing
moment due to large customer interest. By taking this approach, we intend
to put the sneaker world on notice that the Air Force 1 is here, and it is
here to stay. We feel this type of event would reach an incredibly broad
audience of social media users, sneaker blog readers, and fans of
professional athletes.
4. Media recommendations
 Our Plan
As one of Nike’s flagship brands, we feel our public relations efforts
should match the legendary reputation of the Air Force 1. Our plan will be
to put the world on notice about that the Air Force 1 just keeps flying
higher. We will be unleashing a two-pronged plan to get as much attention
on our brand before our advertising campaign truly hits its stride.

 Rationale
Our advertising agency decided to use a press release and an event
sponsorship in our campaign because they are great cost-effective ways to
generate publicity for a brand or product. Nike already owns many of the
resources needed for a top tier press conference. The venue is owned by
the company, and the talent is contracted in endorsement deals. Our target
market is 18-40, and an advantage of press releases is that they can reach
the older end of the target market in addition to our target demographic.
 Timing

31
 We will be hosting the press release the second to last week of
Thanksgiving to make sure there is good marketing buzz before Black
Friday shopping. The press release will be given the night before our
event.
 Cost
The total cost for this event is $2,500, as broken down below.

VI. Campaign Flowchart:

In our media flowchart we have broken it down week by week for all twelve months that
our campaign will be run. The ‘X’ represents when the advertisement will be present in
the media, and a blank space means that it will not appear at that moment in time. In
addition, we have also included the costs for each form of marketing by the end of the
campaign. This provided us and our clients with a simple to understand at a glance
representation of what is to come over the year of the campaign.

VII. Measurement and Evaluation:

Once our campaign has begun, we will most definitely need to express the effectiveness of
our campaign for Nike. More specifically, we would like to touch on the impact,
effectiveness, and the efficiency of our marketing communications program.

32
 A. Concurrent Testing- Tracking Studies
We plan on utilizing tracking studies a form of concurrent testing in order to get a read of
our advertisements. By doing so we can easily recognize our strengths and be able to
quickly overcome any shortcomings during the campaign. The BOHA Agency will be
conducting panels to collect our data on both digital media efforts and traditional media
efforts: web banners, social media, and billboards. Due to lack of safety brought upon by
the pandemic, we will be conducting these panel sessions through email, which in turn
keeps us safe and reduces costs. Through the analyzed data responses, we can inform
Nike on the consumers awareness, attitude, recall, and purchasing activities all during the
campaign.
B. Post-testing
In addition to using concurrent testing, BOHA also seeks to provide Nike with results of
the campaign plan after it is completed. One way, and the most important result to report
to Nike is both website visits and orders of the Air Force 1 from their webpage. This type
of behavioral based measure will secure the main marketing objective of this entire
campaign and shows the success of BOHA’s efforts. In addition to these behavioral
reports, we also seek to enlighten Nike with communication effects after the course of the
campaign. Going back to the communications objectives set by BOHA, we would like to
run tests reflecting consumer recognition and recall of the advertising message. By doing
so we will be showcasing our effectiveness in maintaining the 90% recognition and 70%
recall among those who were tested.
C. Nike’s Website Success
Since our goals for the campaign revolved around the growth of the Air Force 1’s digital
presence and purchasing, we also would like to provide Nike with some key metrics of
the success of these goals. To begin we can showcase the number of visits to the Air
Force 1 landing page on their ecommerce website. From this data we can see whether the
number of visits increased by the goal of 15%. In addition, we would like to measure the
click through rate of our web banners. By doing so we can see how successful our web
banners were to taking potential consumers to the landing page of the site. A final metric
would include a final compilation of online sales data to track if they went up by 10%
after the course of the entire campaign.
VIII. Budget Summary:
Here is a comprehensive budget of how much each media type will cost us during the
course of the entire campaign. It is inclusive of our billboard advertising, Instagram
advertisements, web banners, and our public relations event. In addition, each tool we are
utilizing shows how much of total expenses it makes up. We feel as though we got a lot
of bang for the Air Force 1 with a relatively small amount of money due to the usage of
digital platforms over many traditional advertising methods. We feel very confident in
the efficiency and effectiveness of what this budget provides.

33
IX. Conclusion:
At BOHA we saw the needs of Nike to digitize their marketing efforts to help supplement
online sales and presence of the Air Force 1 sneaker. After doing extensive research into
the market and typical Nike consumer we found a profile and a strategy to reach these
goals. Our target audience was males and females between the ages of 18 and 26 who
would be most suited for our digital efforts. The media mix we then choose to cater to
this group was billboard advertisements, Instagram advertisements, web banner ads, and
a networking public relations event. These ads were creatively and beautifully executed,
taking into account the desires of the consumer and elements of design. By the end of this
well scheduled campaign, BOHA reached a total of $282,300 in expenditures. This
number created a massive amount of bang for Nike and will create success in both our
marketing effect of increased sales and online traffic, but also our communication goals
to retain brand awareness, beliefs, and preference.

34
 Appendices
Appendix A: depiction of the change in Nikes net income between the fiscal years of 2018,
2019, and 2020 through percentage decrease variables.

Appendix B: depiction of the change in Nike’s revenues (before taxes) between the fiscal years
2018 and 2019 through percentage decrease variables.

Appendix C: depiction of how much main industry competitors spend in advertising in the year
2019 in millions of USD.

35
36
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