InStep: The Movement Specialists

INSTEP: THE MOVEMENT

SPECIALISTS

COMPREHENSIVE CAMPAIGN developed for

INSTEP PHYSICAL THERAPY & RUNNING CENTER

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EXECUTIVE SUMMARY 6

SITUATIONAL ANALYSIS 7

RESEARCH 10

COMPETITIVE SCAN 11

CONSUMER PROFILE 13

SWOTT 15

OBJECTIVES, STRATEGIES & TACTICS 16

EVALUATION 17

CREATIVE BRIEF 18

CREATIVE STRATEGY 19

CREATIVE EXECUTION 20

MEDIA/EVENTS EXECUTION 36

BUDGET 44

TIMELINE 45

APPENDICES 46

REFERENCES 52

TA B L E O F C O N T E N T S

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Kelly Nash: Account Executive

A Diet Coke addict, who self-medicates with shoe shopping, long distance power walks with her father, white wine and more Diet Coke. She is a sucker for feel-good sports movies and dreams of living on a golf course with a large family one day. She views life as a gift and treats it as her personal masterpiece.

Erin McGarry: Account Executive

Organized is an understatement. An avid sushi lover and sorority girl, Erin loves shopping and hanging out with friends. In her spare time, Erin enjoys working on one of her many disney puzzles and taking her champion tortoise, Ishmael, to illegal turtle races.

Andrew Pauly: Creative Director/Copywriter

A proud Milwaukee native with a creative fire in his mind that burns bright for the advertising industry. He is a quick thinking, new-age technology native eager to apply his balanced awareness of the world to all of his clients’ needs. On the weekend he enjoys performing improv comedy, long drives, and 60’s rock n’ roll.

Sheilah Rossow: Art Director

Yes, that is an extra ‘h’ at the end of her name. Clean freaks do it best, and by ‘it’ she mean dusting. Part time vegetarian, part time artist. She spends a large quantity of time working with photoshop and listening to obscure folk music while searching online for vintage furniture to fill her next apartment.

Malia Sauceda: Art Director

Hot sauce connoisseur and an oddball at heart. She is responsible for most awkward conversations and awesome dance-offs. When she’s not ridding the world of chaos, she is either thrift shopping or chillaxing with a cold Wisconsin brewed beer.

Lauren Krawczyk: Research

She is a suburban Chicago girl who loves to cheer on the Blackhawks during hockey season. In her free time she plans her dream wedding while pinning the latest dress styles on Pinterest. You can steal a place in her heart with a sandwich, a joke from Betty White, or a Joshua Radin.

Nick Morroni: Media

He’s actually a pretty decent guy once you get to know him. He likes skiing, cooking, and going to concerts. Nick is always listening to music, probably because he’s usually got a song stuck in his head. He is usually up for anything, day or night, especially if food is involved.

Courtney Johnson: Copywriter

Future Mrs. Bieber and pop-culture queen. Spongebob Squarepants never fails to make Courtney laugh, and she spends most of her free time catching up on HGTV re-runs and fantasizing over gourmet recipes. Her obsession with sparkles, corn dogs and her beloved car ‘Jet-Jet’ make her slightly more interesting than her last name.

Liz Siepmann: PR + Social Media

A small town girl from a place with an “o” in between every other letter. Can you guess the town? She somehow found herself in a Milwaukee for college. In her free time she enjoys listening to country music, riding horses and photography. Fun Fact: she was on the Varsity fencing team in high school.

MEET THETEAM

ANALYSIS

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InStep Physical Therapy & Running Center is a one of a kind full-service physical therapy clinic and running store with four locations in southeastern Wisconsin. For nine years, InStep has been the place where athletes and non-athletes alike could address their physical therapy needs, as well as purchase properly fitted running/walking shoes. They hope to increase their overall awareness and keep people running for many years to come.

Through the use of both primary and secondary research, we discovered a key target market to be young adults ages 18 to 34 years old. This young demographic lives in southeastern Wisconsin and leads an active lifestyle. This lifestyle may include being a member of the cross-country team in college, training for marathons or has just started running. In addition, our secondary audience will be adults, ages 35 to 55 years old, who are the main customers at InStep. Within this target, InStep will reach out to adults who lead an active lifestyle.

The proposed campaign sets out to achieve the following:• Increase overall awareness of InStep Physical Therapy & Running Center• Increase shoe sales from young adults ages 18 to 34 years old• Highlight the importance of purchasing running shoes that are recommended by physical therapists

Our media mix for this campaign will include both traditional and non-traditional media. We will utilize print, out-of-home including (guirrella and billboards), radio, social and web-based media. Our public relations initiatives include a charity shoe drive and presence at local southeastern Wisconsin races. A significant emphasis will be placed on non-traditional media and public relations as a result of the lifestyles, location and habits of the primary target.

The creative strategy of this campaign is to raise awareness of InStep’s unique services. Stressing the importance of running in the correct shoe will highlight how crucial it is to seek the expert service, advice and experience provided by InStep employees.

To consistently improve, InStep will evaluate the campaign after the duration of six months by placing a survey in the four store locations. The survey will provide insights on the demographic of the customers visiting the store, how they feel about the service provided and the ways they heard about the service. Additionally, we will review social media demographics and levels of engagement to determine the type of content that is popular with our audience and develop new ways to reach them. General web traffic and in-store sales traffic, survey and social media results will provide insights on how to improve the overall campaign in the future.

E X E C U T I V E S U M M A R Y

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KEY ISSUES

• InStep needs to increase awareness of their unique products and services including a full-service physical therapy clinic paired with a full-service running store.

• InStep’s competitors have a younger target market that are not aware of InStep’s services.• There is a lack of understanding about the long-term effects of poorly fitting running shoes and the importance of

buying the appropriate pair of shoes.

KEY PLAYERS

• Runners and walkers in southeastern Wisconsin• Local, competitive and casual runners• InStep employees and owners

CURRENT POSITION IN THE MARKET

InStep is currently the only running shoe store in Wisconsin that is owned and run by physical therapists. This means that not only can they recommend the best running shoe for each of their customers but they can also explain why, and even provide on-site physical therapy services.

The first InStep location was founded in 2003 by two physical therapists and one athletic trainer. Their goal was to create a place where athletes and non-athletes alike could go to get both physical therapy services and running shoes that fit properly. InStep is currently the only business in southeastern Wisconsin that provides both of these services.

InStep is unique in that the sales associates and physical therapists use medical knowledge and previous experience to solve the customers’ problems. Whether its problems with the back that can be solved with a physical therapist, or problems with the feet that can be solved with a running shoe with over the counter or customized orthotics, InStep employees are working to improve the quality of their customer’s lives. Unlike the competition, when customers ask advice about purchasing running shoes, InStep employees can evaluate which shoe is best by analyzing the way a customer walks or runs on a treadmill.

The physical therapy portion of the organization is the foundation for InStep’s credibility as running specialists. InStep’s full-service running store also sells a wide variety of running apparel and accessories. With four locations in southeastern Wisconsin, InStep supports their customers with the best service and expertise in the market.

S I T U AT I O N A N A LY S I S

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WHAT ARE THEY DOING NOW?

• Social Media-Facebook and Twitter• Events• Tents and booths at local races and health fairs• Merchandise for sale (shoes, apparel, accessories)• Literature• Giveaways• Massage and physical therapy • Yoga• Sponsorships with local runners• Coupons and discounts on website, newsletter, and Facebook• Rewards program• Earn $25 store credit for every $250 you spend on shoes, gear, or accessories at InStep• Email program• Newsletter

CURRENT TARGET AUDIENCE

• Men and women ages 35 to 55 in southeastern Wisconsin• Runners/walkers• Individuals who need physical therapy for pain or injury

S I T U AT I O N A N A LY S I S C O N T .

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COMPETITION

InStep has two main competitors in southeastern Wisconsin, these are Rodiez’s Running Store and Performance Running Outfitters (PRO). Both competitors sell similar products as InStep such as footwear, apparel, socks, accessories, and insoles. One difference in product choice is that Rodiez’s and Performance Running Outfitters carry a larger variety of running shoes. They have brands such as Nike and Puma, which are not available at InStep.

These competitors do not offer a complete running assessment like InStep does but they do help customers find the appropriate shoe. At Rodiez’s, the employees take a look at the structure of each customers’ feet and then suggest shoes that would work best. They then allow customers to walk around to assess the fit of the shoe. Performance Running Outfitters claim they have very knowledgeable employees that can also suggest the appropriate running shoe by looking at how a person walks.

Rodiez’s only has one location, in West Allis, and Performance Running Outfitters has three locations found in Brookfield, Oconomowoc and Shorewood. They are both owned by runners who want to provide the best running shoe options to their customers. They are also both involved in the community in southeastern Wisconsin with a presence at local races. Performance Running Outfitters has a 5k training program which pairs aspiring runners with mentors that help them prepare for marathons and races. Rodiez’s Running Store sponsors athletes in local races. This includes the owner who participates in races throughout Wisconsin.

S I T U AT I O N A N A LY S I S C O N T .

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R E S E A R C H

Through primary research we discovered that InStep is very unique compared to its competition. We were able to better understand the running shoe market in the Milwaukee area by visiting one of the InStep locations and one of their competitor’s stores, Rodiez’s. When we arrived at the stores we informed the employees that we were looking to purchase running shoes. Through the service we received it was clear that InStep employees have more expertise. The shoe buying process is much more thorough at InStep with an optional running evaluation on a treadmill, whereas the other stores just asked to look at our feet and then recommended shoes. The employee that helped us at InStep was also able to explain which shoe was best based on the shape of our foot and the way we run. The employee at Rodiez’s was helpful and suggested a few different pairs of shoes but did not explain why the shoes would work best for our feet.

We also distributed two surveys to learn more about current InStep customers and people who are dedicated runners. One survey was conducted at each InStep location to collect data about the current customers. The surveys showed that these respondants were primarily between the ages of 35 and 55. The data also showed that 62 percent of respndants heard about InStep through word-of-mouth and 78 percent of them visited an InStep location to purchase shoes. Another interesting conclusion was that 68 percent of respondants would prefer to receive information about InStep by email. This is important to consider when implementing marketing efforts.

Another survey was conducted using students at Marquette who are involved with the cross-country team and running club. The results showed that 70 percent of these students who are ages 18 to 23 purchase at least three pairs of running shoes in a year. This survey also showed that convenience might be important to these runners because 33 percent of the students purchase their running shoes from local stores near their home. The most interesting data collected was that 43 percent of respondents were said that the knowledge of the salesperson was important when purchasing running shoes. This will be important to consider when differentiating the expertise of InStep from their competition.

Finally, our group conducted secondary research by analyzing the InStep website, the websites of their competitors and finding information about different running injuries. We discovered that the InStep website provides a lot of information about their services, products and local activities they are involved with. Their competitors, Rodiez’s and Performance Running Outfitters, provide brief descriptions of their services and products but they are not as extensive as InStep’s website. The competitor’s websites look very outdated, whereas the InStep website is very professional and easy to navigate.

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C O M P E T I T I V E S C A N

Performance Running Outfitters

Performance Running Outfitters (PRO) has three locations listed on their website: Brookfield, Oconomowoc and Shorewood. Like InStep, PRO has a Facebook page but only has about 300 more likes than InStep does, even though they are considered to be a more widely known chain. They have a presence on Twitter as well. PRO’s website is rather basic and barely goes into detail about the running analysis that they offer as part of their services. They offer free foot and video gait analysis, but they don’t offer any more than that. They also give their customers $25 in store credit when they spend $250 in their stores, like InStep. Additionally, PRO offers training programs for 5K races and half marathons. In the past they have sponsored “good form running clinics” in partnership with the Wisconsin Athletic Club. They also organize casual fun runs every Thursday at their Brookfield or Shorewood stores, depending on the week. PRO is involved in the Lakes County Running Group, which meets on Tuesdays. They carry many different brands including Adidas, Asics, Brooks, Mizuno, New Balance, Nike, Newton, Saucony and Vibram Five Fingers. PRO is very active in the running community, sponsoring at least three races a month during the entire running season. PRO has been profiled on insidemilwaukee.com and also has a small page on onmilwaukee.com. Rodiez’s Runing Store

Rodiez’s only has one location in West Allis. Their Facebook page has less than 300 likes and does not seem to be updated very frequently. Rodiez’s website provides minimal information and is not nearly as professional looking as InStep’s website. They do not have a presence on Twitter. In addition to all the same brands that PRO carries, Rodiez’s also carries Puma. Also, Rodiez’s does not claim to be owned or operated by running specialists. Their biggest selling point is that Tony Rodiez has been running for over 40 years and is knowledgeable about the sport. They do not offer any gait analysis but customers are allowed to try their shoes out on the “runway” they have in the store. They do not offer a rewards program like InStep or PRO. It appears that Rodiez’s does very little advertising and does not appear to sponsor any races in the community. The store only shows up on sites like yelp.com and yellowpages.com.

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TA R G E T M A R K E T A N A LY S I S

DEMOGRAPHICS

Our primary target market for this InStep campaign is males and females ages 18 to 34 that reside in southeastern Wisconsin. These individuals are college students and young professionals that are beginning their careers. They may be going to school or working full-time with little free time. Their average income is $40,000.

We want to primarily target a younger audience with our campaign because we feel there is a lot of potential with this market. However, we do think it is important to continue to reach InStep’s current customers, which are men and women 35 to 55. They are very happy with InStep’s services and share their experiences with their friends. We want to create this excitement with adults 18 to 34 through our targeted campaign.

PSYCHOGRAPHICS & LIFESTYLE

Individuals in our primary target market are very active. They participate in physical activity whenever they have free time, whether that is between classes or after work. They enjoy going out downtown on the weekends with their friends and participating in local events around Milwaukee. They have a lot of financial stress such as paying off student loans, paying rent and preparing to start a family.

PURCHASING PROCESS

These individuals take a lot of consideration when deciding which products they want to purchase. They have a lot of financial strain in their lives from things such as college loans and paying for a home. When purchasing running shoes they may not think it is necessary to get an expert’s opinion. They are not aware of the injuries that can occur from wearing the wrong running shoe. Our goal is to bring awareness to these individuals so they will see the importance of visiting InStep to buy their shoes.

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C O N S U M E R P R O F I L E

Amanda Nordstrom and Greg Miller are a trendy young couple in Milwaukee. Amanda is a 22-year-old senior at Marquette University who lives with a group of friends who are passionate about running as a hobby. Greg is a 26-year-old engineer working for Harley-Davidson in Milwaukee who also went to Marquette. Amanda is studying political science and hopes to attend law school after graduation. When she is not in school, Amanda works as a waitress at an upscale restaurant in the downtown Milwaukee area. Greg grew up in Minneapolis and lived in Milwaukee while attending Marquette. After landing his job with Harley-Davidson, he decided to make Milwaukee his home for the time being. Greg’s job pays fairly well so he likes to treat himself and his girlfriend to nights out on the town. Amanda grew up in a suburb of Chicago before

she enrolled at Marquette for college. Her affluent parents pay for school and living. Because of this, she has a fairly large amount of disposable income. After graduation, Amanda plans to move to the east side of city so she can continue to work at her restaurant, land an internship at a Milwaukee law firm, attend Law School at Marquette and most importantly stay with Greg.

Amanda currently lives in a house with four other girls on Marquette’s campus. Two of the four are dedicated runners. All three of the girls are very influential on one another’s running habits. They generally purchase their running shoes from online stores like “Zappos” because of the convenience and free shipping. Zappos also provides a large variety of styles, colors and brands. Amanda regularly purchases Nike shoes because of the brand’s popularity. The science behind the shoe is not that important to her. She is not aware there is a difference between healthy running shoe brands and those that are not. She usually buys two pairs of running shoes a year from the site.

Greg lives in a house in Bay View with an engineering friend from Marquette. His roommate has a similar job with GE and likewise, has trouble finding time to exercise. The two of them like to go on long runs on weekend mornings or in the evenings after work when it is warm enough outside. When he has to run alone, he cranks up his iPod and takes off. Often times, he finds he can run farther when he has music with him. Greg does not usually think twice about where he buys his running shoes. He usually waits until he sees a major retailer is having a sale before seeing what they have available. Neither Greg nor his roommate suffer from pain when they run so they are able to take on long distances at a time. Although Greg enjoys his long runs, he has never considered running a marathon or entering a race that is not for charity. Running is the preferred way for both Greg and Amanda to stay in shape and relieve stress.

Last summer, Amanda completed the Chicago marathon and the Summerfest Rock ‘n Sole marathon. Running started off as a hobby, but has turned into a more serious commitment and passion in recent months.

In addition to nights on the town, Greg enjoys taking brewery tours, grilling in his backyard, and camping on weekends. He is also always on the lookout for concerts in the area he might want to attend.

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In her spare time, Amanda likes to listen to music, try new restaurants with her friends, and run with her iPod playing her favorite play list. Her most frequented running path is to the lakefront of Lake Michigan and back to campus early in the morning before classes.

In the car on the way to work, Greg listens to the alternative stations in the Milwaukee area. He doesn’t watch much TV except for the shows he watches with Amanda. He prefers surfing the internet since he can find all his favorite media online anyway. While he doesn’t spend a lot of energy on social media, he does frequent ESPN.com to see highlights and manage his fantasy teams. After classes and dinner, Amanda usually checks her Facebook page, emails and watches her favorite TV programs – Glee, Say Yes to the Dress, Cake Boss and House Hunters. She spends a great deal of time on social media. She does not read the paper; Twitter on her iPhone is her main source of news. Amanda spends a great deal of time in the car listening to the radio when she travels to work and when she visits home.

C O N S U M E R P R O F I L E C O N T .

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WEAKNESSESLack of Space- store portion of InStep is small

Small Selection/Lack of Variety- no “large” brands of shoes

(i.e. Nike, Adidas)

Negative Reviews Exist Online

Limited Store Hours

Lack of Advertising

High Price of Merchandise

Lacks of presence/awareness in the younger demographic

Lack of curb appeal/visiblity

OPPORTUNITIESSocial Media

Consistent Training Program

Continued Sponsorship

Large Scale Promotions

Expansion (hours, store space and number of locations)

Running is trendy, races and marathons are popular

New Audiences- many people aren’t runners but are still physically active in other ways (these people wear running shoes)

THREATSCompetitors

Rodiez’s Running Store

Performance Running Outfitters (PRO)

Kohl’s

Finish Line

Footlocker

Zappos (online)

Lower Price Point Shoe Retailers- many of the competitors sell less expensive shoes

TRENDSHealthy Lifestyle- many people today are very interested in living healthy (eating organic, working out, etc.)

Generation Green- the younger generations are all about being green and healthy

Running Marathons/Half Marathons/Triathlons

Walking/Running for a cause/Philanthropy-as nearly every nonprofit does some sort of a walk or run

Increase in Casual Runners- people want to try out running, it’s “in”

STRENGTHSCredibility- based on a background with physical therapy

Personalized Customer Service- i.e. running analysis, etc.

Easy to get to with multiple locations in the Milwaukee area

Running Analysis/Video Recommendation (unique feature)

Online Presence- website, social media

Community Involvement- local races, expos

Sponsorships- local races, exposure

S W OT T

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O B J E C T I V E S , S T R AT E G I E S & TA C T I C S

OBJECTIVE 1: AWARENESSRaise awareness among primary and secondary targets by 15%.

STRATEGY:Create awareness of the InStep brand by strengthening their existing position in the market.

We plan to continuously revolve around the focal point that InStep has a team unlike any other in the greater Milwaukee area. Informing targets of their expertise as physical therapists who sell custom shoes will be the base for the ongoing success throughout the campaign.

TACTICS:The components of our campaign to create awareness include public relations elements including sponsorships of local races, monthly on-air interviews with Bob Corby as well as print and radio advertisements.

OBJECTIVE 2: SALESIncrease shoe sales by 15%.

STRATEGY:Increase foot traffic at all InStep locations.

This campaign will provide interesting and exciting ways to get customers to visit any of the four InStep stores. Creating interest, curiosity and opportunity will allow customers to truly experience the InStep family and lead to sales and lifelong customers.

TACTICS:The components of our campaign to increase shoe sales include many new forms of media including a mobile application, charity shoe drive, an array of guerilla marketing and social media techniques. These new and essential forms of reaching our audiences will encourage runners to get involved with InS tep in every way possible.

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E VA L U AT I O N

OBJECTIVE 1: AWARENESSTo increase awareness of our primary and secondary target, InStep will measure awareness six months after the launch of the campaign by administering follow-up surveys in the four store locations and with the Marquette cross-country and running club. The in-store surveys will provide insights on the demographic of customers now visiting the stores and how they heard about the service. The Marquette cross-country and running club surveys will inform InStep if the educational campaign has resonated with the younger demographic. InStep will also measure the subscriptions to the e-newsletter and use Google Analytics to track the number of website visitors per month.

Additionally, we will monitor social media analytics and engagement. Through our social media channels of Facebook and Twitter, we will be able to review demographics and engagement to determine the type of content that is popular with our audience. InStep will closely review the participation with the Scavenger Hunt guerrilla tactic to learn if these strategies increase interaction with the brand page and if the tactic is shared within the community.

OBJECTIVE 2: SALESTo increase the amount of shoe sales, InStep will track the number of sales and physical therapy appointments made since the beginning of the campaign. They will also closely track the participation of the charity shoe drive and Scavenger Hunt guerrilla tactic. They will measure the number of visits the InStep tent receives when sponsoring races and the amount of promotional items passed out at events.

If our campaign is a success, you will find many members within our target audience coming to the stores, curious to learn if they have or may develop common ailments in runners.

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C R E AT I V E B R I E F

InStepCreative Brief

What do we want to accomplish? • The main objective of our campaign is to increase InStep’s awareness in young adults,

separating InStep from the footwear market as a medical authority for running/walking shoes.

Whom are we talking to?• We are speaking to active men and women between the ages of 18-34 who are unaware

of the positive or negative effects a shoe can have on the rest of their body.

What do they think now? • The majority of our audience is unaware of InStep. They consider shoes an important

purchase and make the decision based on brand image and popular style. They believe they know the right shoe for their body and any brand will provide adequate quality for their activity level.

What do we want them to think? • We want runners to think of InStep as the problem solvers of the running world. The medical

expertiseoftheInStepstaffqualifiesthemasthebestoptiontoequiprunnersandwalkerswith the perfect shoe. When a runner/walker buys shoes from InStep, they are buying the gear that best equips the customer to take on life’s problems-medical and social.

Why should they think this?• InStep is the only shoe store in the area run by medical professionals who have the credentials

to guarantee expert service and analysis. In turn, they are the best source to purchase shoes. When a runner is looking to get a new pair of shoes, they will purchase from the store that was founded on medical know-how.

The One-Thing? • InStep: Problem solved.

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C R E AT I V E S T R AT E GY

CAMPAIGN THEME

InStep: Problem Solved

The science behind running can be foreign to those new to the sport. Within the relationship between step and shoe lies the explanation of painful body problems many runners experience.

To solve their problem, runners first have to be able to identify there is one – this is the foundation for this campaign. The messaging will strategically build awareness of potential running problems and offer potential customers a solution to them. This solution is a visit to the professional problem solvers at InStep Physical Therapy & Running Center.

We aim to strengthen the position of InStep as the problem solving experts they are with this campaign. The media chosen to execute this message will create a brand identity that separates InStep from the competition in the greater Milwaukee shoe market – and in turn generate increased revenue and foot traffic in the four store locations.

CREATIVE CONCEPT

Fixing body aches and problems can be can be puzzling. To solve a puzzle one must understand it – and this understanding comes from education. All of the creative work in the campaign is derived from this theme. The problem solvers at InStep can define and fix the pain that puzzles affected runners.

Inspired by InStep’s expertise, Two Last Names utilized a definition-based educational campaign. This is the method chosen to build awareness that the shoe one runs in affects their entire body.

A series of common ailments (i.e. inflammations like plantar fasciitis) were researched and selected for the campaign. They were then redefined and applied to different mediums in a fun, relatable fashion for the young target demographic. The creative in this campaign aims to educate and generate buzz through a combination of print, outdoor, radio, digital, social media and guerilla tactics.

CREATIVE

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P R I N T A D S

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noun[PLANT - ter - fas - e - I - tis]

plantar fasciitis:

1. A pain in your heel and a pain in your ass.

2. Strain of the arch caused by training in the same shoes you wore when Backstreet Boys were cool.

3. Most commonly prevented by visiting the experts at InStep Physical Therapy and Running Center.

& RUNNING CENTERPHYSICAL THERAPYInstep: Problem solved.

At InStep, we speak your language. InStep Physical Therapy and Running Center is the only running shoe

store in the greater Milwaukee area owned by medical professionals. Doctors who have the credentials to guarantee expert

service fit you with the perfect shoe so you’ll have the confidence and strength to run longer. Already suffering? No problem.

We’ll fix it with over-the-counter and custom inserts or match you with one of our physical therapists.

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ACHILLES

1. The kryptonite of your running game.

2. A streak of pain from the lower calf to the heel, often strikes streakers when streaking in a misshapen shoe.


[uh-kil-eez ten-duh-nahy-tis]achilles tendinitis: noun

TENDINITIS






P R I N T A D S

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noun[PLANT - ter - fas - e - I - tis]

plantar fasciitis:

1. A pain in your heel and a pain in your ass.

2. Strain of the arch caused by training in the same shoes you wore when Backstreet Boys were cool.







ACHILLES

1. The kryptonite of your running game.

2. A streak of pain from the lower calf to the heel, often strikes streakers when streaking in a misshapen shoe.


[uh-kil-eez ten-duh-nahy-tis]achilles tendinitis: noun

TENDINITIS






P R I N T A D S

24& RUNNING CENTERPHYSICAL THERAPYInstep: Problem solved.

[mee-dee-uhl tib-ee-uhl stress sin-drohm] medial tibial stress syndrome: noun

1. That’s doctor-speak for shin splints.

2. A shooting pain along the inside of the lower leg. Often caused by strenuous, 15 mile power walks, Jane Fonda workout tapes or attempting to keep up with Usain Bolt.






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B I L L B O A R D S

your hip could have

And we can solve it.And we can solve it.

your hip could have

And we can solve it.


[mee-dee-uhl tib-ee-uhl stress sin-drohm] medial tibial stress syndrome: noun

1. That’s doctor-speak for shin splints.

2. A shooting pain along the inside of the lower leg. Often caused by strenuous, 15 mile power walks, Jane Fonda workout tapes or attempting to keep up with Usain Bolt.






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B I L L B O A R D S C O N T .

your foot could have

your foot could have


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your leg could have

And we can solve it.And we can solve it.

your leg could have



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your leg could have


your leg could have

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Problem Solved.

your hip could have

your hip could have

your hip could have(scroll over to solve the puzzle)

W E B B A N N E R A D S

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W E B B A N N E R A D S

FA C E B O O K A D S

your hip could have

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M O B I L E A P P

The InStep Trail Mate is the runner’s new best friend. Trail Mate keeps track of all the stats for every run including time, total distance, top speed, calories burned, average speed and will even display a graph of how the pace changed as the run progressed. Runners can plan out their run ahead of time in order to make sure they run as far and as long as they need to. Trail Mate also allows runners to share their runs with friends who have the app and post their latest run on Facebook and Twitter to let their friends know how they’ve been doing. Runners can set goals for themselves such as total miles run and average speed over a certain number of miles. When their goals are achieved, Trail Mate will congratulate them on a job well done. After every 400 miles that are recorded, Trail Mate will congratulate the runner and remind them that it is time to replace their running shoes. It will then provide a link to InStep’s website and a mobile coupon for 25 percent off their next pair of shoes.

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R A D I O S P OT SINSTEP PHYSICAL THERAPY AND RUNNING CENTER SPELLING BEE:60

EMCEE: And we are down to our final two contestants. First up, contestant number fifty-two. Please step forward. Your word is Plantar Fasciitis.

SPELLER: Can I have the definition please?

EMCEE: Plantar Fasciitis. Noun. Known as the inflammation of the plantar fascia tissue connecting the heel bone to the toes and creating the arch of the foot.

SPELLER: Plantar Fasciitis. P-L-A-N-T-E

SFX: BUZZER (signaling the speller is wrong)

EMCEE: I’m sorry, that is incorrect.

ANNCR: Our experts know how to spell it and will help you prevent it. InStep Physical Therapy and Running Center is the only running shoe store in the greater Milwaukee area owned by medical professionals. Doctors who have the credentials to guarantee expert service fit you with the perfect shoe so you’ll have the confidence and strength to run longer. Already suffering? No problem. We’ll fix it. InStep: Problem Solved.

INSTEP PHYSICAL THERAPY AND RUNNING CENTER99 PROBLEMS :60 SFX: 99 PROBLEMS – COVER OF THE JAY-Z’S TOP 40 HIT SONG BY LOCAL MILWAUKEE ARTIST

LYRICS: If you’re having foot problems, I feel bad for you son. I got 99 problems by my shoe ain’t one.

SFX: MUSIC CONTINUE PLAYING IN BACKGROUND

ANNCR: With InStep, your shoes will never be the problem. InStep Physical Therapy and Running Center is the only running shoe store in the greater Milwaukee area owned by medical Professionals. Doctors who have the credentials to guarantee expert service fit you with the perfect shoe so you’ll have the confidence and strength to run longer. Already suffering? No problem. We’ll fix it with over-the-counter and custom inserts or match you with one of our physical therapists. InStep: Problem Solved.

33

G U E R R I L L A TA C T I C S

MIRROR DECALS

Decals of InStep shoes will be placed along the bottom edges of full-length mirrors in pre-established businesses throughout Milwaukee. This will give potential customers the opportunity to see themselves in InStep shoes before visiting on of the locations. Depending upon the location of the mirror, taglines will speak to the audience about the benefits these “new” shoes will offer them.

Health Clubs and Fitness Centers Milwaukee Athletic Center Wisconsin Athletic Center YMCA locations

Public Restrooms The Bradley Center US Cellular Arena The Al McGuire Center

Restaurants/Bars Bar Louie locations Milwaukee Ale House Lucille’s Piano Bar & Grill Flannery’s Bar & Restaurant

34

G U E R R I L L A TA C T I C S

SCAVENGER HUNT

At InStep, we aim to solve problems of athletes and non-athletes alike. Demanding physical activity can take a toll on your body, like standing in one place too long. This is especially true in the wrong shoe. That’s why we have made it our mission to help some of the most hardworking citizens of this beloved city. Milwaukee’s very own statues.

InStep shoe wear will be placed on iconic statues throughout the city of Milwaukee. Examples of statues include: The Bronze Fonz on Milwaukee’s RiverWalk, Gertie the Duck on the Wisconsin Avenue bridge and athletes whose statues are located in the plaza outside of Miller Park.

A QR code will be placed next to or adhered to each statue. The code will scan to the InStep Facebook page, which will explain in detail the rules and regulations of the InStep Scavenger Hunt.

Participants in the scavenger hunt will take pictures of the various statues who will be sporting InStep shoes and upload them to the InStep Facebook page contest tab. The first player that posts five pictures will win a free pair of shoes from InStep for themselves and a friend.

Facebook Contest Page:

We’ve fixed everyone’s feet, now you just have to figure out who! Be the first one to find at least five iconic statues around Milwaukee that have had their problems solved at InStep and get a free pair of running or walking shoes for both you and a friend. Make sure to post the pictures to our “Scavenger Hunt” Facebook tab to be eligible to win. Can you find our shoes?

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MEDIA

36

37

38

P U B L I C R E L AT I O N S

IDEA 1: INTERVIEW WITH BOB CORBY ON “THE MORNING BLEND”Segment Title: “Foot Advisor with Bob Corby”

This concept was developed with the idea that InStep needs a spokesperson. We believe this because InStep is a great company with great ideas; it is unique through the combination of physical therapists selling shoes. Additionally, InStep is unique because of its owners educational background and expertise. We wanted to get one of InSteps’ owners speaking with the public. Bob Corby has been in practice since 1980 and is the InStep team member with the most experience. In fact, Bob’s extensive background in sports medicine even includes coaching the U.S. Speed Skating Team from 1980 to 1984, the Olympic Speed Skating Team coach in 1984, and serving as conditioning coach for the Milwaukee Brewers in 1990 and 1991. For these reasons we believe Bob would be an excellent candidate as a spokesperson for InStep. We intend to have a short 10-minute segment with Bob appearing on “The Morning Blend” (weekdays at 9 a.m. on TMJ4) every other month. Bob would discuss exercise tips/issues depending on the season. For example, in January he would talk about New Year’s Resolutions and tips for getting into an exercise habit. In May he suggest popular running trails in the Milwaukee area. The overall hope of this tactic is to get the word out about InStep through simply portraying Bob as a knowledgeable individual from a great company. Lastly, these videos would be placed online in a special corner of the website as well as posted on social media sites so that more people would have the chance to view them.

IDEA 2: SHOE DRIVEShoe Drive Title: “Best Foot Forward”

For a shoe drive InStep will team up with Soles4Souls. This nonprofit organization “collects new shoes to give relief to the victims of abject suffering and collects used shoes to support micro-business efforts to eradicate poverty.” With InStep we would focus on collecting used shoes. InStep would help sponsor the shoe drive by simply volunteering to collect and package shoes from the area. To get started, they would simply determine the dates of the drive (months of August and February) and how many drop off locations there would be (four locations- one at each InStep store). From there Soles4Souls would send InStep the required materials to complete the drive- collection boxes and brochures. After the drive was completed the boxes would be shipped back to the Soles4Souls warehouse.

39

P U B L I C R E L AT I O N S C O N T .

For participating in the shoe drive, InStep would offer it’s customers and visitors, whohave donated, 40 percent off their next purchase of InStep shoes. Redemption vouchers would be handed out to those people who donated so that they would be able to keep track of donations. This tactic would serve as a way for InStep to both offer a promotion for cheaper shoes as well as align itself with a relevant nonprofit group. The drive would ultimately be publicized online (website, social media) as well as in the stores, with the opportunity to gain extra press from other news soures.

IDEA 3: SPONSORSHIP OF RACES

At the present time InStep often sponsors races. This sponsorship comes in two main forms.• Logo on run/walk t-shirts.• InStep tents with team members present and parketing pamphlets and give-away merchandise available.

We believe that continued sponsorship is a crucial in InStep’s continued community involvement. InStep is about running, walking, and being active. Run/walks are perfect places to advertise because the audience is already thinking about getting active. We have a few recommendations.• Take an InStep tent whenever possible.• Make sure InStep employees are on hand to answer questions.• Interaction- make the tent a fun place to stop by. (Idea: Wheel of Fortune, Hangman, Spelling Bee) Words would vary

from exercise terms to easy medical terms. Children would be given easier words. Prizes will be given to winners. Small giveaways will be handed out to all participants.

• Coupons- give away 15 percent off coupons in “participant bags.”• Giveaways- hand away free water bottles, t-shirts, towels, sweatbands, and bumper stickers to game participants

at the InStep tent.

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E - N E W S L E T T E R T E M P L AT E

InStep Physical Therapy and Running Center is excited to unveil our new e-newsletter. This publication will be sent out to all of our subscribed customers on a monthly basis and will include all of your InStep updates- from telling you about our in-store promotions to letting you know what events we’ll be at!

Shoe Drive We’re also proud to announce that next month we will be kicking off the fi rst ever “Best Foot Forward” Shoe Drive. We will be working with Soles4Souls, a shoe charity recycling shoes for people in need. The drive will begin August 1 and run through the duration of the month.

The incentive? If you donate to our shoe drive we will offer you 40 percent off your next pair of InStep shoes for every pair you donate. So please bring in your old shoes- help us to help those in need!

About InStepInStep is the one-shop for athletes and non-athletes alike in the greater Milwaukee area. We’re a full-service specialty running store and a full-service physical therapy clinic – providing running shoes, walking shoes, physical therapy for all issues, fi tness apparel, biomechanical evaluations, gait analysis, custom and over-the-counter orthotics, massage therapy and more. Our mission is to keep you moving, pain and injury free. Conveniently located in Milwaukee, Delafi eld, Franklin, and Mequon, we are The Movement Specialists.

Running Soup for the Soul

1516 W. MEQUON ROAD MEQUON WI 53092 P: (262) 241-8402 RUNINSTEP.COM

41

P R E S S R E L E A S E

_____________________________________________________

1516 W. MEQUON ROAD MEQUON WI 53092

P: (262) 241-8402 RUNINSTEP.COM

InStep Physical Therapy and Running Center

Pam Ford

Media Director

(262) 241-8402

[email protected]

FOR IMMEDIATE RELEASE

InStep Announces Kickoff of ‘Best Foot Forward’ Shoe Drive

MEQUON (July 28, 2012) – InStep Physical Therapy and Running Center has announced on Monday

that it will be kicking off a new promotion in the form of a shoe drive that will run throughout the

month of August.

“We’re proud to announce that next month we will be kicking off the first ever ‘Best Foot Forward’

Shoe Drive,” said Pam Ford, media spokesperson. She went on to state that InStep will be working

with Soles4Souls, a shoe charity recycling shoes for people in need. The drive will begin August 1 and

run through the duration of the month.

The incentive? If you donate to the shoe drive, InStep will offer you 40 percent off your next pair of

InStep shoes for every pair you donate. The company has asked everyone to please bring in their old

shoes to help them in helping those in need.

InStep is one-shop for athletes and non-athletes alike in the greater Milwaukee area. They are a full-

service specialty running store and a full-service physical therapy clinic – providing running shoes,

walking shoes, physical therapy for all issues, fitness apparel, biomechanical evaluations, gait analysis,

custom and over-the-counter orthotics, massage therapy and more. Their mission is to keep you

moving, pain and injury free. Conveniently located in Milwaukee, Delafield, Franklin, and Mequon,

InStep experts are The Movement Specialists.

# # #

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Our primary target market of 18 to 34 year old young professionals is very active on social media sites; spending a large part of the day socializing with friends and interacting with brands through Facebook and Twitter. Utilizing these social media sites will give InStep a way to reach and interact with this key demographic. InStep currently has an evolving presence on both Facebook and Twitter. The sites are most commonly updated with posts about upcoming events and races that InStep is involved in and news about the four InStep locations. We recommend that InStep continue to use their social media as this is an excellent way for them to continue a relationship with their consumers. Social media sites will experience an influx of followers as InStep awareness increases as a result of the “Problem Solved” campaign.

S O C I A L M E D I A

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front back

GET IN STEP WITH ME

sweatband

stainless steel water bottles

front backfront back

www.instep.comwww.instep.com

www.instep.com

promotional tshirts bumper stickers

Milw. Wisc.

employee tshirts

front backCamelbak

P R O M OT I O N A L M AT E R I A L

water bottle

44

$34,320 Billboards

$44,612 Radio

$62,930 Online

$8,510 Promotion

$50,000 iPhone App

Advertising

Milwaukee Magazine (6 X $2,988.33) $17,930Newsweek Milwaukee (2 X $19,625 X 2) $39,250 Clear Channel (3) $34,320 103.7 (76 X $125) $9,50099.1 (76 X $112) $8,512102.9 (76 X $350) $26,600

TMJ4- ($10 CPM) $9,000 OnMilwaukee ($10 CPM) $9,000 JS Online ($20 CPM) $15,000 Facebook (365 X $82) $29,930 Mobile App $50,000

TOTAL ADVERTISING $249,042

Public Relations

Enewsletter (12 X $42.50) $510Morning Blend (6 X $1,300) $7,800Shoe Drive $200

Shoes $500 1,000 Mirror Stickers $490

Sponsor Races (12 X $2,500) $30,000 1000 Water Bottles $1,1801000 T Shirts $6,0001000 Stickers $619.901000 Gym Towels $2,062.501000 Headbands $1,550

TOTAL PR = $50,912.40

TOTAL SPENDINGS $299,954.40

$57,180 Print

$990 Guerrilla

$41,412.40 Sponsorship

B U D G E T B R E A K D O W N

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T I M E L I N E

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APPENDICES

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1. In a typical week, how often do you run?a. Less than one timeb. 1 -2 timesc. 3-4 timesd. 5-6 timese. 7 or more times

2. How many pairs of running shoes do you typically buy in a year?a. Less than 1 pairb. 2 pairsc. 3 pairsd. 4 or more pairs

3. What is the brand of your current pair of running shoes?a. Asicsb. Sauconyc. Brooksd. Mizunoe. New Balancef. Pumag. Nikeh. Reebok

4. Where did you purchase your current pair of running shoes?

5. Please rate the importance of the following features when choosing what running shoes to purchase

Unimportant Of Little Importance Moderately Important Important Very important

-Brand of Running Shoe-Structure and Support of Running Shoe-Fit of Running Shoe-Cost of Running Shoe-Durability of Running Shoe-Knowledge of Salesperson-Reputation of Shoe Store

6. Agea. 18-19b. 20-21c. 22-23d. 24 or older

I N S TO R E S U R V E Y

7. Gendera. Maleb. Female

49

R E S U LT S

need running shoes

physical therapy

to address a pain or injury

other

78%

5%

16%

1%

What was your reason for visiting InStep?

How did you hear about InStep?

word of mouth

website or event

referral from medical profesional

other

62%13%

8%

17%

How would you like to find out about InStep news and promotions?

e-mail social media website updates

68%

20%

12%

50

I am student at Marquette University working on a project for a marketing class. Please help me with my project by completing the following questionnaire. Thank you!

1. How often do you engage in aerobic exercise?a. less than once a weekb. 1-2 times a week c. 3-4 times a weekd. 5-6 times a weeke. 7 or more times a week

2. How did you hear about Instep?a. Website b. Search Engine c. Word of Mouth d. Event e. Facebook f. Referral from a medical professionalg. Other (please specify) __________________________________________

3. What was your reason for visiting InStep?a. Looking for running shoes b. To receive physical therapy c. To address a pain or injury d. To get a biomechanical analysise. Other (please specify) ____________________________________________

4. Please rate the following categories of customer service on a scale of 1-5 (with 5 being the best and 1 being the worst) _____ Knowledge of product _____ Knowledge/treatment of injury/problem _____ Helpfulness _____ Friendliness 5. How would you like to find out about Instep news and promotions?a. Emailb. Social Media (Facebook, Twitter, and others)c. U.S. Mail d. Website Updates

6. Any other comments? ___________________________________________________________________

S T U D E N T S U R V E Y

51

Please rate the importance of having a knowledgeable salesperson when purchasing running shoes.

unimportant

of little importance

moderately important

important

very important

44.2%

16.3%

16.3%

11.6%

11.6%

Where did you purchase your current pair of running shoes?

Local stores near home

Online

Major shoe chain

InStep

Rodiez’s Running Store

Performance running outfitters

Through MU Athletics

33%

12%17%

14%

15%

7%

2%

R E S U LT S C O N T . How many pairs of running shoes do

you typically buy in a year?

70%

20%

10%

3+ 2 >1

R E F E R E N C E SCampaign Plan

Altstiel, Tom, and Jean Grow. Advertising Creative: Strategy, Copy + Design. 2nd ed. Los Angeles: SAGE, 2010. Print. Advertising Creative.

InStep Physical Therapy & Running Center. Technique Web, 2012. Web. 26 Feb. 2012.<http://www.runinstep.com/>. Hoepner, Trae. “Home.” Performance Running Outfitters. Homestead, 2010. Web. 26 Apr. 2012. <http://www.performancerunning.com/>.

Rodiez, Erin. “About Us.” Rodiez’s Running Store. Homestead, 2009. Web. 26 Feb. 2012. <http://www.rodiezsrunningstore.com/>.

Spring 2011 Athletic Shoes.” MRI+. GfK Mediamark Research & Intelligence, 2011. Web. 10 Apr. 2012. <http://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1>.

Media Plan

Barrett, Jimmy. Facebook

Campbell, Lauren. JS Online

Clear Channel, http://clearchanneloutdoor.com/assets/downloads/media-planning-guide/2010-11-eyeson-rates.pdf

Enewsletter, http://www.constantcontact.com/index.jsp

Headbands, http://www.stbands.com/

Morning Blend, http://www.themorningblend.com/

Ostermann, Gail. Milwaukee Magazine.

Sherman, Jeff. OnMilwaukee

Sponsor Races, http://www.runinstep.com/

Stickers, http://www.uprinting.com/

Sumwalt, Kelli. Media Planning at Laughlin Constable, TMJ4 and Kiss and Mix

T-Shirts http://www.uberprints.com/

Towels, http://prodigypromos.com/

Water bottles, http://www.cafepress.com

Zuleger, Jeremy. Hog (102.9)

Documents

InStep: The Movement Specialists