Greekplusnikeplus

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Nike+

Drew FedolfiNatalia Malysheva

Josh WilsonJosh Lee

Table of Contents

Nike Background

Target

Current Situation

Creative Plan

Media Plan

Executional Mandatories

Conclusion

A Word From

“At NIKE, Inc. we run a complete offense, and it’s based on a core commitment to

innovation”President and CEO

Mark Parker

Nike Years

1950Bill Bowerman and Phil Knight envision a high performance running shoes company

1964Blue Ribbon Sports

1971Nike name is created

1972First line of Nike footwear is released

1980Nike becomes a publicly traded company

1985Endorsement of Michael Jordan

1996Endorsement of Eldrick “Tiger” Woods

2015Expected revenues of $28-$30 Billion

5

Nike’s Athlete Portfolio

7

Current Target

Psychographics

• Highly Active• Attends Fitness/Health Clubs• Participates in Community Wellness Events

Demographics

• Age 20-23• Median Income $34,000-$45,000• Educated Professionals

8

New Target

Psychographics

• Social• Motivated • Interacts with friends via technology• Self Conscious

Demographics

• Age 18-23• Income is Irrelevant • Greek College Students

Why Nike+

Simple

Social

Feedback

10

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Current Situation

Equipment

Apparel

Footwear

Net Sales

$1.2 Billion

$6.3 Billion

$13.4 Billion

$24.1 Billion

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Nike+ Equipment

Fuelband $149

SportWatch $169

SportBand $59

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Why Nike+ App?

The Whole

Experience

Social -twitter

-facebook-pinterest

Music-create your own

playlist-share your playlist

Challenges-compete with friends

-compete with celebrities

-compete with yourself

GPS-track events-track gaming-track all day

-track on a treadmill

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Key App Competitors

Nike+ Fit ID Fleetly Charity Miles

GPS Tracking ✔ ✔ ✔ ✔

Timer ✔ ✔ ✔ ✔

Pedometer ✔

Progress ✔ ✔ ✔ ✔

Treadmill ✔

Music Player ✔

Social -twitter-facebook-pinterest

✔✔✔

✔✔ ✔

✔✔

Challenges ✔ ✔ ✔

Running Apps

#4

Total Apps

#184

Brand Character

Motivational

Self-Esteem Enhancer

Positive ReinforcementActive

Exciting

#GreekPLUSNikePLUS

Strategy

Objective• To drive interest in running through Nike+

Evaluation Criteria• Success is achieved once people buy into

Nike+ and consequently buy more Nike Products

Igniting Interest

Brand SparkNeed for

self-esteem

Brand PromisePositive

reinforcement will result in instant

confidence

Beliefs• Increase excitement about running and Nike+

Behaviors• Nike+ will become “The Running Companion”• Excitement in the product will drive other

Nike sales as well

Reaching Our Goal

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24

GreekPLUS NikePLUS

Greek Community

Download Nike+ and

RUN

Nike Donates$$$$$$$$$$$

to House Philanthropies

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June July August September

12 Months 3 Checkpoints

September• How many downloads?• Is a Greek House is missing?

January• How many downloads?• What Greek House is most active and Why?

May• How many downloads?• Will they participate next year?

Media Timeline

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Enter Title Here First SemesterReaching the Greeks

June July SeptemberAugust

• August 9th• Introduce Nike+

WELCOME BACK FALL EDITION

• September 14th• Remind about Nike+

BIG TEN CONFERENCE

PREVIEW

• October 5th• Advertise Nike+ for upcoming

athletic eventsHOMECOMING

IDS AD

#GreekPLUSNikePLUS

Wish philanthropy donations were as easy

as walking to class?

Let Nike help!

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June July August September

House-to-House

Presentation

Explain Nike+ Explain Nike+ Donation

Flyers

Nike+ Reminders

Event Registration

First Semester Reaching the Greeks

#GreekPLUSNikePLUS

Greek Flyer

Donating to Philanthropies

has never been this easy

Contact your Nike Campus Rep

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On Campus Promotions

• Ads about the upcoming events • Feature articles about Nike+PLUSGreek

The Indiana Daily Student IDS

• Posters of Nike+ app users • Event registration reminders

Wildermuth Intramural Center WIC

• Posters of active Nike+ app users

Student Recreational Sports Center SRSC

October November December January

SRSC AD

#GreekPLUSNikePLUS

AreYou

Equipped?

Contact your Nike Campus Rep

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Facebook


Nearly Naked MileSponsorshipRegistrationEvent Reminders

Indiana University Dance MarathonSponsorshipEvent Countdown Live Event Updates

IUDM AD

#GreekPLUSNikePLUS

Track others#IUDM(HouseName)

Don’t have a band?Contact your Nike Campus Rep

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Twitter

Nearly Naked Mile#NearlyNakedASA

Indiana University Dance Marathon#IUDMSNU


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Second Semester

February March April May

Conclusion

#GreekPLUSNikePLUS

Nike

Every Mile

Every Donation

Positive Reinforcement

Every Event

The only one who can tell you “you can’t” is you …and YOU don’t

have to listen

#GreekPLUSNikePLUS

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QUESTIONS?

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APPENDIX

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Events IDS Advertising Costs Per Single Ad (No Contract Required)

Annual Event(s) Half Page (Color) Half Page (Black/White) Full Page (Color) Full Page (Black/White)

$1,650.00 $1,200.00 $3,300.00 $2,400.00

IUDM $1,650.00 $1,200.00 $3,300.00 $2,400.00

Nearly Naked Mile $1,650.00 $1,200.00 $3,300.00 $2,400.0028 Fraternity Philanthropies $46,200.00 $33,600.00 $92,400.00 $67,200.0031 Sorority Philanthropies $51,150.00 $37,200.00 $102,300.00 $74,400.00

IDS Cost

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Budget Per Mile

1mile25miles

50miles100miles

150miles

$0.00

$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

Walk/Run10

Walk/Run15

Walk/Run20

Walk/Run10

Walk/Run15

Walk/Run20

30

10

15

20

15

22

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Budget Per Mile

1 mile25miles

50miles100miles

150miles

0

5

10

15

20

25

Biker 5

Biker 10

Biker 15

Biker 5

Biker 10

Biker 15

22

15

7.5

15

10

5

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Budget 1 Month

1House 5Houses 10Houses 20Houses 30 Houses$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

$350.00

$400.00

$450.00

1

25

50

100

150

1

25

50

100

150

450

300

150

7550

100

200

300

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Budget 12 Months

1House5Houses

10Houses20Houses

30Houses

$0.00

$1,000.00

$2,000.00

$3,000.00

$4,000.00

$5,000.00

$6,000.00

1

25

50

100

150

1

25

50

100

150

5400

3600

1800

900

3600

600

1200

2400