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Research How They Give Giving Locations Planning Tactics Communication Evaluation News Similar Campaigns Our Evaluation Appendix A Appendix B Appendix C Appendix D Tom’s Shoes Case Study Information
TOMS Company Overview The TOMS Story TOMS was founded in 2006 by Blake Mycoskie, inspired by a trip to Argentina where he saw extreme poverty and health conditions, as well as children walking without shoes. That’s when he recognized the traditional Argentine alpargata shoe as a simple, yet revolutionary solution. The traditional shoe is normally a casual flat, that usually have a canvas or cotton fabric upper and flexible sole mad of rope or rubber material molded to look like rope. Worn by Argentine farmers for hundreds of years, alpargatas were the inspiration for the classic style of TOMS. Mycoskie quickly set out to reinvent the alpargata for the U.S. market with a simple goal: to show how together, we can create a better tomorrow by taking compassionate action today. To realize this mission, Blake made a commitment to match every pair of TOMS purchased with a new pair given to a child in need. One for One. “I was so overwhelmed by the spirit of the South American people, especially those who had so little,” Mycoskie said. “And I was instantly struck with the desire- the responsibility- to do more.” Mycoskie considered sustainability when creating TOMS, in that by starting a business rather than a charity would help his impact last longer. In Mycoskie’s
speech at the Second Annual Clinton Global Initiative, he recalled that children without shoes were not only susceptible to health risks, but were also not allowed to attend school. He noted one particular disease, Podoconiosis (also known as “Mossy Foot”), which is a soil-transmitted diseased caused by walking in silica-rich soil and affects the lymphatic system of the lower legs. The simple solution of shoes, miniaturizes health risks such as this. According to the TOMS Shoes web page, there are over one billion people at risk for soil-transmitted diseases around the world, and a necessity as simple as shoes can help prevent them. Mycoskie not only places an emphasis on giving shoes, but also educating others on the importance of wearing shoes.
Giving During its first year in business, TOMS sold 10,000 pairs of shoes. Blake returned to Argentina later that year with family and friends and gave back to the children who had first inspired him. Thanks to supporters, TOMS gave the One Millionth pair of new shoes to a child in need in September 2010. TOMS now gives in over 20 countries and works with charitable partners in the field who incorporate shoes into their health, education, hygiene, and community development programs. TOMS’ giving partners are made up of NGOs, charities, and non-profits already established and working in the countries in which TOMS gives. Their expertise guides TOMS to give new shoes responsibly, making sure there aren’t adverse socioeconomic effects, and to ensure that sustainable giving is possible. Giving shoes to the same children on a regular basis is the idea upon which TOMS was started, and is what truly improves the lives of children and their communities. The TOMS Movement The TOMS Movement was started by young people, and they continue to be a huge driving force. With Campus Clubs and internships, compassionate young people are getting involved with TOMS like with no other brand. To keep their thumb on the pulse of the movement, many TOMS supporters stay connected with the active TOMS Community on Facebook and Twitter. ONE DAY WITHOUT SHOES WHAT? The day TOMS spreads awareness of the impact a pair of shoes can have on a child’s life by taking off our own. How? Do what you love to do with the people you love to do it with, only on this day, do it without shoes. When people ask you why tell them how shoes are crucial to a better tomorrow. Enthusiastic college students were also responsible for getting the first One Day Without Shoes off the ground in 2008. One Day Without Shoes is the day in April when TOMS asks people to go without shoes to raise awareness of children growing up barefoot and the impact a pair of shoes can have on a
child’s life. It’s grown far beyond college campuses, and in only its third year, people of all ages got involved - in 2010, over a quarter of a million people went barefoot and over 1600 barefoot events took place globally. IUPUI was named the top supporter for the national Barefoot Challenge: A Day Without Shoes campaign. Where more than 10,000 university students, employees and other connected to the university pledged to support the April 5, 2011, event, going about their normal campus schedules while barefoot. As consolation for winning the challenge, Mycoskie is scheduled to speak at the university. In addition, the student organizers may be invited on a “Shoe Drop” with TOMS staffers. IUPUI Challenge activities included a Barefoot Walk during which about 100 people marched around the campus as part of the effort to raise awareness about the millions of children worldwide who go barefoot without choice. TOMS even created a new app for the iPhone and Android markets to keep updated with everything needed for an awesome One Day Without Shoes. Users can locate events in their area, listen to One Day Radio, get real-time updates, learn more about the impact shoes have on a child’s life, shop, view a video gallery and more. Shoes and More In addition to the alpargata-inspired Classics, TOMS offers several other styles. Cordones, the TOMS you can wear with or without laces, as well as the Botas, are designed for both men and women. Stitch outs for men, the Wedge and the Wrap Boot for women, and Youth and Tiny TOMS for children are also available, as well as many vegan-friendly styles for all ages that use no animal byproducts. TOMS.com also carries Tees, hats, and accessories that are also matched with a pair of new shoes given to a child in need. One for One. Awards and Recognition It didn’t take long for the world to notice this new approach to business - In 2007, TOMS was honored with the prestigious People’s Design Award from the CooperHewitt National Design Museum, Smithsonian Institution. Two years later, Blake and TOMS received the 2009 ACE award by Secretary of State Hillary Clinton, which recognizes companies’ commitment to corporate social responsibility, innovation, exemplary practices, and democratic values worldwide. As of September 2010, TOMS has given over 1,000,000 pairs of new shoes to children in need around the world. Situation Analysis Communication Overview Mission Statement
Key Leaders Blake Mycoskie Blake Mycoskie is the Founder and Chief Shoe Giver of TOMS, and the man behind the growing One for One movement. As of September 2010, TOMS has given over 1,000,000 pairs of shoes to children in need through giving partners around the world. A dynamic entrepreneur, Mycoskie has successfully started six businesses from the ground up. After being recruited to Southern Methodist University to play tennis, Mycoskie started EZ Laundry, a door-to-door laundry service aimed at fellow college students. The company soon expanded to seven colleges across the Southwest with 40 employees and eight trucks. After selling EZ Laundry to his business partner, Blake traveled to Nashville where inspired by the larger-than-life billbaords in Hollywood, set out to create an outdoor media company aimed at the Music City’s leading country stars. Mycoskie’s renegade efforts soon drew the attention of the industry giant, Clear Channel, who purchased Mycoskie’s remaining billboards in Nashville and Dallas. With two successful companies already under his belt, Blake plunged himself into the world of reality television. Teaming up with his sister, Paige, Blake competed on the second season of CBS’ hit sow, The Amazing Race, coming just four minutes away from the $1 million dollar grand prize. This experience inspired Mycoskie to create Reality 24/7, a cable TV channel dedicated to all-access reality news and programming. Teaming up with Larry Namer, cofounder of the E! Entertainment Network, and Kay Koplovitz, former CEO of the USA Network, Mycoskie raised over $2 million dollars for the project from venture capitalists and former reality stars. The buzz for Reality 24/7 was so great that Rupert Murdoch decided decided to create his own all-reality network, thereby ending Mycoskie’s rogue efforts. Now living in Los Angeles, Mycoskie teamed up with the creators of TrafficSchool.com to create DriversEdDirect, a behind-the-wheel training school featuring Hybrid cars and hip instructors. To help promote DriversEdDirect, Blake created Closer Marketing Group - a Santa Monica based marketing firm specializing in brand development and viral marketing. It didn’t take long for the world to notice this new approach to business- in 2007, only a year after its beginning, TOMS was honored with the prestigious People’s Design Award from the Cooper-Hewitt National Design Museum, Smithsonian Institution. And two years after that, TOMS and Blake Mycoskie were the proud recipients of the Secretary of State’s 2009 Award for Corporate Excellence (ACE) presented by Secretary Hillary Rodham Clinton. The award celebrates companies’ commitment to corporate social responsibility, innovation, exemplary practices, and democratic values worldwide. While running TOMS, Blake is a sought-after speaker at campuses and conferences all over the country. He is passionate about inspiring young people to help make tomorrow better, encouraging them to include giving in everything they do, from business practices to day-to-day decisions. His hope is to see a future full of socially minded businesses, and consumers.
This unique vision for the future came into focus in 2006, when he witnessed the hardships facing children growing up barefoot in Argentina. He felt a need to help, and the One for One movement was born. He returned the following year with friends and family to hand-place 10,000 pairs of new shoes on children. Blake has always had an entrepreneurial spirit, starting five businesses before TOMS. His first was a successful national campus laundry service, which he later sold. Between business ventures, Blake competed in the CBS primetime series, The Amazing Race. With his sister, Paige, Blake traveled the world and came within minutes of winning the $1 million dollar grand prize. Blake is an avid reader and traveler. He was born in 1976 and lives on a sailboat in Los Angeles. A favorite quote of his by Ghandi: “Be the change you wish to see in the world.” Start Something That Matters - A Book by Blake Mycoskie “Love your work, work for what you love, and change the world- all at the same time”. In Start Something That Matters, Mycoskie tells the story of TOMS, one of the fastest-growing shoe companies in the world, and combines it with lessons learned from such other innovative organizations as method, charity: water, FEED Pro jets, and TerraCycle. Blake presents the six simple keys for creating or transforming your own life and business, from discovering your core story to being resourceful without resources; from overcoming fear and doubt to incorporating giving into every aspect of your life. No matter what kind of change you're considering, Start Something That Matters gives you the stories, ideas and practical tips that can help you get started. Brief History One for One Movement In 2006, American traveler Blake Mycoskie befriended children in Argentina and found that they had no shoes to protect their feet. Wanting to help, he created TOMS, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Blake returned to Argentina with a group of family, friends and staff later that year with 10,000 pairs of shoes made possible by TOMS customers. Government Status (need a better name for this) TOMS shoes is a for-profit company which also operates off of a non-profit subsidiary (*need more about why its for-profit but can’t find the article). Mycoskie made TOMS a business rather than a non-profit because he felt he would be able to
make a bigger impact, saying, “If I had created a non-profit, we would have been able to give shoes once, or maybe twice, but by developing this One for One model, we have been able to return to these communities and other areas across the world with shoes for children in need.” Friends of TOMS is a registered 501(c)(3) non-profit affiliate of TOMS Shoes. The organization coordinates volunteer activities and all TOMS shoe drops. Media Coverage Research on _ (a particular topic) Conducted Research (by Toms) Why Shoes? Many children in developing countries grow up barefoot. Whether at play, doing chores or going to school, these children are at risk: - A leading cause of disease in developing countries is soil-transmitted diseases, which can penetrate the skin through bare feet. Wearing shoes can help prevent these diseases, and the long-term physical and cognitive harm they cause. - Wearing shoes also prevents feet from getting cuts and sores. Not only are these injuries painful, they also are dangerous when wounds become infected. - Many times children can’t attend school barefoot because shoes are a required part of their uniform. If they don’t have shoes, they don’t go to school. If they don’t receive an education, they don’t have the opportunity to realize their potential. Locations for shoe giving Shoe styles Blake Mycoskie was originally inspired by the Argentine Alpargata shoe, or as Americans refer to it, an espadrill. Espadrills are usually casual, flat, but sometimes high heeled shoes originating from the Pyrenees. They usually have a canvas or cotton upper and a flexible sole made of rope or rubber material molded to look like rope. [Insert picture from wikipedia http://en.wikipedia.org/wiki/Alpargata] The shoe TOMS most commonly gives is the black, unisex canvas slip-on with a sturdy sole. Black shoes are required for school in many countries, and the sturdy sole allows children to run and play with their feet protected. They’ve found that classic TOMS slip-on style works well, because when shoe laces break, many families cannot afford to replace them. [insert picture from TOMS web site http://www.toms.com/our-movement-giving-pair]
In Argentina, they give shoes closer to their colorful classics, as this is the common style there. They give a variety of locally-produced shoes in Ethiopia. Currently, they are working on developing different shoe types, based on feedback from giving partners. How They Give Give Sustainably. Give Responsibly- At TOMS, they are committed to creating the biggest impact possible with the shoes they give- improving children’s health and access to education- for the long-term. Giving Partners: They couldn’t do it without them! They work to establish shoegiving partnerships with humanitarian organizations worldwide that have deep experience and a long-term presence in the countries and communities they serve. [Insert picture from web site http://www.toms.com/how-we-give] Organizations that become Giving Partners work with us to: Identify communities that need shoes- Together, they find communities that will benefit most from TOMS shoes due to economic, health and educational needs, and where local businesses will not be negatively affected. Giving Shoes that Fit- Their Giving Partners order the sizes children in their community need. TOMS makes the shoes to order to help ensure children are given new shoes that fit them. Help Their Shoes Have a Bigger Impact- Children who are given TOMS shoes receive them as part of larger health and education programs run by their Giving Partners. These programs help children get the care and opportunity they need to keep them healthy and in school. Give Children Shoes As They Grow- Children grow fast! TOMS works to give shoes to children in need throughout their childhood. Once they identify a community that needs shoes, they continue to give to the children in that community to help them stay healthy and in school. Provide Feedback and Help Us Improve- TOMS relies on its incredible Giving Partners to provide feedback on shoes’ fit and durability, the giving process and the needs of the community- allowing them to continually improve. Giving Locations [Insert map from web site http://www.toms.com/our-movement-where] Giving Shoes isn’t instantaneous Once a shoe is purchased, it takes about 4 to 6 months for their Giving Partners to order shoes and to hand-place them on children’s feet.
Planning Goal [I made this up... needs editing...is this a goal or an objective?] To maintain or increase sales so that TOMS can give shoes to communities in need and continue to give shoes to those communities as children’s feet grow and require new shoes. [Needs editing] To protect the health of children and to give them access to an education so that they have the greatest chance at success and improving their community.
Objectives [?] To give a pair of shoes to a child in need for each pair of shoes that is purchased. [?] To identify communities that are in need of shoes. [?] To maintain sales so that TOMS can continue to give shoes to need communities year after year. Target Audience Men and women between the ages of 18 and 25 (?). Messages [?] Something about the importance of health and education for children in need communities. Slogan (*Is this a message or a slogan?) “With every pair you purchase, TOMS will give you a pair of new shoes to a child in need. One for One.” Strategy [?] To inform customers of their mission in hopes that they will want to help children in need? To instill the importance of giving in customers? Tactics “A Day Without Shoes”- a yearly worldwide event in which TOMS challenges people to go a day without shoes in order to raise awareness for the millions of children who go without shoes every day. On April 8 of last year, over 250,000 people went without shoes.
[Is this a tactic?] “Shoe Drops”- A unique program where TOMS invites volunteers and other members of the TOMS family to go for about one week to a country where their Giving Partners are giving their shoes. Shoe Drop participants have the powerful experience of hand-placing shoes on children’s feet and engaging with a different and new culture. (?) TOMS Campus clubs- to spur social entrepreneurship and hybrid enterprise at colleges. The power of entrepreneurship to change the world is a powerful message to the next generation of leaders, and TOMS is mentoring that energy. (?) Vagabond tour- In early 2009, TOMS launched a Vagabond tour, sponsored by the Dave Matthews Band, that was aimed at inspiring “compassion in action” on campuses nation-wide. Q: Does picture taking and posting count as a tactic? Q: What is the time span of this campaign? Does the 2009 Vagabond tour apply? Communications (not on directions but a nice addition) Social Media Advertising AT&T “AT&T Sole Styler” AT&T joined with TOMS Shoes and the upcoming delivery of its one millionth pair of shoes to a child in need this past September. Through promotion on the AT&T website participants entered for a chance to attend a special One Millionth Shoe Drop with TOMS in Argentina.
First, supporters can design their own virtual pair of TOMS Shoes at www.att.net/toms during the AT&T Sole Styler promotion between August 9 and 29. One Sole Styler winner and a guest will be selected at random to attend the one millionth shoe drop in Argentina. In addition, AT&T and TOMS Shoes are teaming up with Gowalla – a locationbased mobile and web service – to spread the word about the TOMS Shoes one millionth pair shoe drop, and to allow users to interact with the latest mobile technology while registering for the chance to win prizes from AT&T. Between August 16 and 29, each time a Gowalla user – regardless of wireless provider – 'checks in' on their mobile device** at locations that fall under the apparel or technology category, he or she will have the chance to find a
virtual item, win an instant prize and will be entered for the chance to win the grand prize trip to Argentina. Instant prizes include a pair of TOMS Shoes, AT&T smartphones and AT&T netbooks. One grand prize winner will be randomly selected from amongst all participants to win a trip to attend the one millionth shoe drop in Argentina in September with a guest. "At AT&T, we are constantly striving to improve local communities. We are proud to be alongside TOMS Shoes, and look forward to engaging even more people in this important cause with these interactive programs," said Jason Simpson, executive director, AT&T Corporate Sponsorships.
Blake Mycoskie, Chief Shoe Giver of TOMS Shoes, is honored to be featured in an ATT (AT&T) commercial as part of ATT’s latest ad campaign. ATT has "more bars in more places" and the advertisement captures the importance of ATT service for TOMS Shoes. Directed by Bennet Miller, an Academy Award nominee, filming for the commercial began in early February 2009. Using a variety of locations, shooting stretched over several weeks and two continents. The result is a commercial that captures the essence of TOMS. First aired during the Masters golf tournament, and slated to run over 12 weeks, the ATT ad with Blake will allow TOMS Shoes to reach hundreds of millions of people. TOMS’ simple One for One movement should inspire viewers, which will allow TOMS to give even more shoes to children in need around the world. AT&T is the largest telecommunications company in the world. With 77 million subscribers in the United States, 80,000 WI-FI hot spots, and service in over 200 countries.
Web site (Rough) The TOMS web site is very modern and aesthetically appealing. The site is segmented into six major tabs: Women, Men and Youth shoes, TOMS Eyewear, “Our Movement,” and Blog. There is a pleasing balance between the company’s products and the company’s mission. The web site encourages customer participation and features user-submitted content throughout the web site (i.e., when shopping for shoes, customers can view pictures of how other customers wore the particular shoe). TOMS’ web site is extremely tied into social media sites like Facebook, Twitter and MySpace, and has made unique strides in encouraging consumer involvement and inspiring social action. TOMS has done this through a
number of tabs titled “Share,” “Screen,” “Host,” “Upload,” and “Register.” Share- A simple link that allows you to easily share the TOMS story via sites like Facebook, Twitter, MySpace, Reddit, Tumblr, StumbleUpon, and many other sites. Screen- This link allows you to order a free copy of the TOMS documentary to share with family, friends and other groups. The page even gives suggestions on how to get ready for your screening and what to discuss after the screening. Host- The host tab gives you tips and suggestions for fun shoedecorating parties and gives you the option of downloading a party checklist. Upload- This link gives you the option of uploading pictures of you and the TOMS flag, you wearing your TOMS shoes, different ways that you’ve decorated your shoes or anything else users can come up with. Register- Here, users can register to participate in “One Day Without Shoes.” Videos............ Blog- the TOMS blog is frequently updated with news from across the globe that is relevant to the brand. Whether it be with updates from the TOMS headquarters or pictures sent in from loyal, world-travelling customers, TOMS continues to spread the word of its good works through its blog. TOMS includes information about the Shoe Drops they go on in different countries as well as sections like “TOMS in the Press” and “TOMS Fans Doing Well With Doing Good.” Evaluation of Tom’s Campaign (including PR expert interviews) Execution Current Campaign (*Not sure where this should go) In 2011, TOMS Eyewear was launched, using a similar model of one for one. For every pair of glasses sold, a child in need will receive either medical care, prescription glasses, or sightsaving surgery. Evaluation News Discussion Similar Campaigns Sketchers BOBS Shoes- BOBS Shoes is almost an exact replica model of TOMS shoes. Inspired by the same South American alpargata shoe, BOBS follows TOMS’ practice of donating a pair of shoes to a child in need for each pair of shoes that is purchased. On the Sketchers web site, they acknowledge that while the idea is not original, it is a good idea and one that has the potential to impact so many. They
also mimic TOMS’ dedication to sustainability, saying “globally minded down to its earth-friendly packaging, BOBS is designed with comfort, style and care in mind.” Our Evaluation (Rough) Since its founding in 2006 by Blake Mycoskie, TOMS Shoes has given away over 1,000,000 pairs of shoes. The “campaign” is obviously very successful because of how many pairs of shoes they have given away. However, some factors that may be inhibiting the growth of sales may be price (both of the shoes and of the shipping and handling), the look of the shoes and the quality of the shoes. The price of TOMS shoes ranges from about $44 to $95. Appendixes
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