IMC Campaign

Patagonia
Simply Inspired Agency
Nancy Gray
MKT 365

By Group 8
Aishvarya Dhole, Alison Jeffords, Austin Martin, Wesley Berg,
and Sarah Parsons

Customer Analysis
Primary Research
As a part of the IMC campaign for Patagonia, there would be surveys sent out to
customers via contact lists provided by the company. The survey would ask questions about
products they buy on a continual basis versus products they buy every now and then. The
surveys would also ask for them to rate various topics like customer service, overall
satisfaction with the company and its products, and their community outreach programs.
Consumers could also provide recommendations for existing and future products that
Patagonia sells.
Consumer Demographics
Patagonia reaches an array of demographics through the products that they offer. They
sell sport clothing for women, men and even children. For women and men, their target market is
ages 28 to 45 with income levels of $60,000 and higher, and target individuals who are single or
married. They also target children under the age of 12. Patagonia has stores in the United States,
Germany, Ireland, Canada, Hong Kong, Argentina, Chile, Australia, and many more countries
around the world. They try to reach consumers who have access to mountainous regions, oceans,
rivers, and even simple running trails.
Consumer Psychographics
The consumers for Patagonia are very active and adventurous. Activities like
backpacking, skiing, surfing and hiking in extreme or mild climates interest them greatly. They
love the outdoors and nature and have the desire to protect it, as well. They are strongly
involved in conservation and sustainability and support companies, like Patagonia, that take
the extra step to ensure their business is helping the environment. These consumers may also
partake in simple actions like carpooling, recycling and purchasing organic products to do their
part. When looking at quality versus fashion, they will choose quality every time. They look
for dependable products that will assist them in their outdoor activities and are willing to pay a
little extra to ensure they have these products. They appreciate businesses that are upfront and
honest about what is in their products and have a strong loyalty to them. In accordance to
VALS, consumers for Patagonia would fall under the experiencers category. They are willing
to take risks, optimistic and resist authority and boundaries. Most are college graduates and
more than 60% are employed. It can also be argued that Patagonia consumers are in the
innovators category, as well. They look for things that are sustainable and feel they have the
responsibility to do what is right. Innovators look for well-designed and well-crafted products
like the ones sold by Patagonia. When looking at the Mosaic profile, Patagonia consumers may
be placed in the Suburban Style category. These families enjoy leisure lives that involve
playing sports on the weekends and doing things with their kids. Their incomes support their
hobbies and most have a solid education.
Market Analysis
Market Size and share
Due to being a privately held corporation, specific information and statistics about
Patagonias place in the market can be nearly impossible to determine. To combat this, our

group decided to compare its sales and online awareness to its competitor. Patagonia has a
very narrow and niche market; the company must broaden its target market to reach its full
potential.
Unfortunately Patagonias major competitor The North Face is the market leader when
it comes to gross profit and overall sales, due to its focus on a more general target market,
which includes younger demographics. The North Face made $2 billion in 2013 while
Patagonia brought in $570 million (Ryan). Looking at the graphic below, it is clearly
apparent that Patagonias market share and brand awareness is much lower than The North
Face.

Figure 1 (Maine).
Distribton and regionality
Based in Ventura, California, Patagonia has slowly expanded its global presence in the
sports gear marketplace. Patagonia has physical store locations in Chicago, Seattle, Palo Alto
and Portland. Patagonia is very selective and limited with when it comes to choosing their
distribution partners; they wholly strive to exceed industry ethical standards. REI is one of
Patagonias major distributors. Again, because locating Patagonia is privately held, it is
difficult to get specifics about their performance, market share, and regionality. With that said,
it is safe to assume that Patagonia can create specific advertisements for specific regions on the
United States. Obviously more surfing gear and clothing will be sold to customers who live in
regions of the United States that are near the ocean.

Seasonality
To do its wide variety of products, Patagonias sales can stay strong throughout the
entire year. Although most customers will not be purchasing a new coat in July, they will be
purchasing exciting products meant for swimming, surfing, and rock-climbing. As with most
clothing companies, seasonality can play a part in sales performance. During the 2011 holiday
season, Patagonia ran their infamous Black Friday and Cyber Monday ad titled Dont Buy This
Jacket which dramatically increased the awareness and profitability of Patagonia.
Development potential
Patagonia has one of the highest opportunities for growth compared to their
competitors. Patagonia can begin utilizing mass marketing techniques to increase sales and
brand awareness. Patagonia is in the perfect position to expand their target market to be more
inclusionary and can create products for consumers they are currently neglecting.
Product Analysis
Patagonia is a California-based certified B-corporation outdoor outfitters. Established in
1972 with an alpine-sports focus, Patagonia has transformed into a high-end brand associated
with any kind of outdoor adventure. Their mission statement is to build the best product,
cause no unnecessary harm, use business to inspire and implement solutions to the
environmental crisis. (Our Reason for Being) Alongside the manufacturing and retail of
apparel and accessories, Patagonia has founded and taken part in numerous corporate
responsibility initiatives.
Attributes and Benefits
Patagonia takes great pride in the products they produce and sell. On the companys
website is a resource for users to refer to concerning the care of their products. They not only
give detailed care instructions for all of the materials used for their gear, but tips for stain
removal and maintenance (Patagonia Product Care). Furthermore, the company offers a
repair program for used products. And if a product has reached the end of its useful life, the
company accepts it shipped back to be recycled into new Patagonia merchandise (Repairs,
Returns & Recycling).
Brand Image/Personality
Patagonia is synonymous with environmental awareness. The company takes part in
numerous initiatives to reduce waste and improve working conditions. For example, the
company encourages their customers to vote with the environment in mind, they have taken
part in the Corporate Responsibility movement, they donate 1% of sales to help grassroots
programs supporting the environment, and theyre involved in Common Threads, The
Footprint Chronicles, and The Responsible Economy, all of which focus on improved supply
chain methods (Environmental and Social Responsibility). Patagonia is far more concerned
with their status as a socially responsible business to focus on conventional methods for
increasing profits.

Competitive Analysis
Patagonia has scaled the peak of the outdoor apparel and accessories business. The
company designs and markets rugged clothing and accessories to mountain climbers, skiers,
surfers and other extreme sports enthusiasts and environmentalists who are willing to pay for
the Patagonia brand and its environmental ethic (hoovers.com). Many other companies have
caught onto this market such as Columbia Sportswear Company, Recreational Equipment, Inc.
as well as The North Face, who are Patagonias primary competition. These companies provide
similar products to those who have the same lifestyles as Patagonia customers would have.
Patagonias secondary competition would be Arcteryc, who provides products for mostly
alpine environments, however the company prefers quality rather than eco-friendly gear,
contrary to Patagonias beliefs.
Patagonias competition all focus on outdoor activities and market to consumers who
are involved in the community and outdoors. However, Patagonia is the only company from
its main competition who focuses its efforts to conserve the environment through organic and
recycled raw materials and fabrics. Patagonia, unlike their competition invest a lot of time in
research and development to find ways to use environmentally-conscious fibers and materials
but also to use high end materials that will be durable for rugged use. The company sells a
wide variety of products as well, such as outdoor gear and apparel, luggage, paddling gear,
etc, which helps distinguish themselves from their competition.
Patagonias main competition has become very developed and well known and is also
more efficient with advertising to their customers. Patagonia uses green marketing strategies
while its competition markets themselves as a leading brand with durable products for
anyone. We have a mission to solve problems in the world, said Joy Howard, VP-marketing
at Patagonia. Thats very much a part of how we engage with consumers, and that
engagement puts a low priority on advertising. Its the dead last thing Patagonia wants to
do (Berg). The companys competition spends relatively more on marketing through
advertisements and print media outlets which correlates with higher revenues but the $650
million brand seems to be doing fine without it.
SWOT Analysis
Strengths and Weaknesses
Patagonias strengths include their incredibly established supply chain system and
internal initiatives. They oversee much of their material sources and have great supply
chain visibility. However, with such lenient return and repair policies, they could easily
find themselves overwhelmed at peak seasons.
Opportunities and Threats
Patagonia has great opportunity within their strong brand image. They are able to
put themselves beyond the competition by emphasizing their commitment to sustainable
efforts. They are the kind of company that slowly builds over decades a loyal and vocal fan
base to do their marketing for them. However, the company is threatened by conventional

advertising methods that have proved useful for companies like North Face and Columbia,
and could lose out on market share by not focusing even a small bit of budget towards
advertising.

Target Market Profile

Considered by many a niche company, Patagonias target market and main customer base
is surprisingly easy to pinpoint. Using the VALS framework, Patagonias consumer base can
easily be described as Experiencers. Patagonias target market is both male and female ranging
from ages 28 to 45. Striving to attract consumers with higher levels of disposable income,
Patagonias target consumer has a personal income level of $60,000 of higher. Due to their
impulsive, adventurous, and curious nature, Patagonias consumer base of Experiencers
prefers mobility and does not like being tied down in a relationship. 74% of experiencers are
single, have a median annual household income of $58,000 and consider their material
possessions as extensions of their personality and beliefs. Patagonia stresses the importance of
purchasing products that are a necessity; luckily experiencers consider having the most
innovative and advanced products are a necessity not a luxury.
Patagonias consumer base can be described as experimental, individualistic, spontaneous
and crave a life filled with variety and unexpected adventures. Patagonias customer base
typically has access to mountainous regions, oceans, rivers, and even simple running trails.
Patagonia customers are typically environmentally conscious, and take pride in participating in
sustainability efforts. Experiencers always choose form over function, which aligns directly with
Patagonias mission to create functional, high quality, recyclable, and environmentally friendly
products.

Brand Essence
Patagonia users want durable, reliable, environmentally friendly products to use on their
adventures. What the company offers includes apparel and gear made from old recycled
Patagonia merchandise. The designs are fashionable, yet functional and high quality. The
products are intended to be used outdoor and stand up to the elements as well as protect the
wearer. In addition, they also decrease the carbon footprint of both Patagonia and the consumer.
The mission of Patagonia is to outfit its adventurous users with product that is superior to
competitors in style, material, and environmental impact.

Marketing Objectives (Segmentation, Targeting, and Positioning)

Patagonia reaches consumers within the VALS category of Experiencers. These
consumers have a specific way of living and spending their time and money. In terms of market
segmentation, it is important we pursue the psychographic segmentation, as well as, the
socio-economic segmentation. As stated before, the Experiencers are a specific kind of people.
They look for adventure and fun and have a curious nature about them. In accordance with this,

the psychographic segmentation will analyze and look for individuals with these personality
traits. It will allow us to focus on the personality and lifestyle of consumers and which VALS
category they fit in. Someones lifestyle is arguably one of the most effective criterions for
segmentation. The activities, interests and opinions consumers have will determine what is
important to them and what they are looking to purchase. Socio-economic segmentation will
show the income and education of individuals. Income is a key aspect to look at since
Patagonias products tend to be more on the pricey side compared to its competitors as a result of
its quality materials. However, if we focus on the wrong group of consumers who cannot afford
their products then our efforts would go to waste. Looking at the income and education of
consumers in addition to their personality and lifestyle, we will be able to effectively target the
correct audience.
In regard to positioning strategy, we could go in a few different directions. Patagonia is
known for its products and the quality of those products. Positioning by price and quality would
relate to Patagonias unique clothing lines and how they focus on utilizing recycled materials.
Consumers who would connect with Patagonia are again a very unique group. They enjoy
participating in activities that connect them with nature and get them outside of their comfort
zone. Positioning by product user would allow us to focus on specific users who would actually
use Patagonias products, or sportsmen.
IMC Objectives (Communication Objectives and Budget Request)
Our campaign promotes Patagonias quality products and environmental responsibility
efforts. We will communicate this to our target market by conveying the message that less is
more. Patagonia uses high quality, recycled, well-made materials, allowing the customer to get
more use out of environmentally friendly products. Through ads depicting real people using
Patagonias products in real-life adventures, we can show that our product is in fact high quality
and works when put to the test in real life scenarios. We intend to spread knowledge and
awareness of Patagonias products and brand within the Experiencers market. With this
knowledge, the customers will grow interest in the brand and consider purchasing.
A percentage-of-sales budget method will be used, with ads as 10.3%, according to the
advertising by sales budget chart. In 2013, sales for Patagonia were $570 million; this would
give us a $57 million advertising budget. Since our target market is the Experiencers, we will be
focusing on new media advertising to reach this complex target market. We will also incorporate
traditional advertising into the budget to continue spreading constant brand awareness and
customer retention.
The Reveal
Patagonia is a company that strives to produce products that are durable and long lasting.
Their reputation with their customers is essential to their overall success since they have never
really participated in mainstream advertising. They have created a whole new way of making
clothes by using recycled cotton and are proud to say they never live pluck or force feed their
birds for their down material. Patagonia strives to go above industry standards and give
customers a product they can be proud to wear. They set themselves apart from the competition

by producing great products and creating initiatives that help better the environment, the place
where their products are put to use. As mentioned before, Patagonia is known for being outside
of the norm. They depend on word-of-mouth advertising instead of your traditional methods used
by most companies. We want to help Patagonia maintain their reputation for quality and
durability. However, we know we can do this all while reaching a larger network of potential
customers. This IMC campaign will help Patagonia reach people they never would be able to
reach by tapping into mainstream advertising and creating a campaign that connects with a large
majority of U.S. and potentially foreign households.
The actors for Patagonia are very specific, unique individuals. Under the VALS
framework, they would be categorized as Experiencers. They live for adventure and love
experiencing new things. Patagonia customers are typically environmentally conscious, and take
pride in participating in sustainability efforts. Experiencers appreciate high-quality products that
are both efficient and good for the environment. They continually choose form over function,
which aligns directly with Patagonias mission to create functional, high quality, recyclable, and
environmentally friendly products. In terms of demographics, Experiencers are both male and
females ranging from ages 28 to 45. Motivated to attract consumers with higher levels of
disposable incomes, Patagonias actors have a personal income level of $60,000 of higher. Due
to their spontaneous and adventurous nature, Experiencers perceive their material possessions as
extensions of their personality and beliefs. The IMC campaign we have created will directly
relate to these individuals and connect with their needs and wants.

As we create this campaign, we stress how important it is for Patagonia to keep the
elements that are most significant to them: quality, durability, credibility, comfort,
environmentally conscious, and stylish. Patagonias customers appreciate and support these
aspects and it is the key reason why they are willing to pay a little more to have these products.
Our message will highlight the functionality of the companys assorted lines, showing them in
use through people who are just like our actors. The campaign will create a sense of adventure
and leave people wanting to get outdoors and experience a different way of living. We will
promise products that go above and beyond the norm standards and will last long after its user
needs it to. By briefly explaining the sustainable efforts Patagonia participates in and mentioning
their recyclable material initiative, this will show people that they are not just supporting another
sportswear company. They are supporting a cause, as well.
People who buy products from Patagonia are thrill seekers and live life on the edge. They
dare to try things most people would not dare try and they go places the average person has never
been to. We want to capitalize on this element and provoke consumers to take our gear to the
edge with this thought: Where does your gear take you? This campaign will promote adventure
and dare customers to go to new heights because our gear will take you there. Through the
digital, print, and TV platforms we can incorporate images of individuals participating in
extreme sports and in environments that test them to the extreme. We want to illustrate skiers
and mountain climbers trekking across mountain ranges that depict the beauty of nature, along
with the challenges that come with taking your abilities to the next level. Print, billboards and
digital ads will be concise and simple with the images used, but at the same time convey a
message of complexity and bewilderment for people seeing it. We will use images of extreme
sports enthusiasts hanging off the side of a mountain or trekking through 30 feet of snow to

illustrate just how far you can take our products.

In regard to our target market and products, the campaign needs to utilize a vivid color
palette. The images need to enhance the beauty of nature and make viewers feel like they can
reach out and touch it. If we want to show the use of our snow gear, bright colors of white and
red will be used. To highlight products that would be used for mountain climbing or fly-fishing,
we would utilize exciting contrasts of browns and bright blue or yellow. Radio spots are a little
trickier in the sense that listeners cannot physically see our products or see where you can use
our merchandise. However, we can take the listeners there with appropriate music and a narrator
with a deep voice describing the need to be adventurous and to become one with nature.
Social media is a fairly new avenue that can be successfully exploited with advertising,
especially with products from Patagonia. With the hash tag, #wheremygeartakesme, Patagonia
consumers will be able to take people with them on their adventures. We want people to see all
the different activities and unique places that Patagonia gear has gone and can potentially take
them to, as well. The overall tone for all of the advertising platforms will be inspirational and
adventurous. We want the campaign to inspire people to get outdoors and feel like they can
escape the mundane aspect of everyday life without coming across like we are selling them on
something. The taglines that will be used for the campaign will be: Where Does Your Gear Take
You?, Take Yourself to New Heights, and Built for the Adventurous.
Consumer Touchpoints
In addition to the various advertising platforms, the campaign will also include a few
consumer touchpoints to provide more publicity for Patagonia. One plan is to bring a mini
snowstorm to a busy area like New York City or Los Angeles. The idea is to create an
environment that illustrates where Patagonia gear can take you and have actors show the various
products they sell. Life in a busy city brings stress and nonstop chaos for anyone who lives there.
This publicity stunt will hopefully inspire people to discover new places and create a lot of buzz
for Patagonia. Another consumer touchpoint for the campaign is to create an extreme sporting
event that is sponsored by Patagonia, much like the successful company Red Bull. All of the
participants will wear the companys gear and will show off their skills, whether it is mountain
climbing, snowboarding or skiing. The event will be broadcasted through Patagonias social
media accounts and illustrate how functional and durable their products are.
Radio Script
:30 seconds
Are You Built for Adventure?
Instrumental, inspiring music in background
Narrator (male, deep voice)
WHAT DO YOU HEAR RIGHT NOW? THE SOUND OF HONKING CARS OR BUSY

STREETS? WHAT IF I TOLD YOU THERE WAS A PLACE WHERE CARS COULD NOT
TRAVEL TO? THE ONLY THING IN SIGHT IS A BLANKET OF SNOW, A CRISP BLUE
SKY, AND THE WONDEROUS UNKNOWN. ALL YOU NEED ARE THE CLOTHES ON
YOUR BACK AND THE COURAGE TO DISCOVER SOMETHING NEW.
PATAGONIA SPORTSWEAR ARE YOU BUILT FOR ADVENTURE?

T.V. Storyboard

IMC Mix

Media Objective:
For our campaign, our agency will be focusing on the frequency and reach aspect of the
marketing and advertisements. We want to maximize how many times our advertisements reach
out to our target market to maximize the efforts of our campaign. The number of times and the
different types of advertisements that we will be using will differentiate from season to season.
We will strategically use the different ads during different times of the year to attract people and
demonstrate to people how they can use Patagonia products for a variety of sports. For example
during the warmer seasons such as summer we will show advertisements that display people
surfing or rock climbing and then during the colder seasons such as winter we will show
advertisements focusing on our winter gear and show people skiing and doing snow sports.
Our campaign will use continuity advertising and have different mediums of ads all year
long through each season since our company provides products equipped for a variety of sports
and activities. We will be having continuous advertisements through television ads, as well as
print and digital to maximize our audience and reach. Our television ads will run about two or
three times a day on different sports and adventure channels during different times of the day to
maximize the frequency and reach of our target people. On our digital media we would like to
post about two times every week using the ads that we have designed to get our message and
objective across to our. Using these strategies our target market will be exposed through
multiple mediums and reach maximum reach and frequency.
Tactical Recommendations:
A diversified media mix will allow Patagonia to utilize the media multiplier effect.
Studies published in an online article by Millward Brown show the percent of the target market
impacted across four media-mixes, concluding that the net impact of television, print, and online
advertising activities result in a higher percent impacted than the sum of its parts. This multiplier
effect relates to the concept of media synergy that is defined by Aristotles coined phrase; The
whole is greater than the sum of its parts. The following media mix is ranked in order of
effectiveness from most effective to least effective media vehicles.
Television
With television advertisements having the highest reach medium of all media vehicles, it
is the obvious choice for the largest allocation of our advertising budget. Although down 1.2%
from 2010, television still had an astonishing reach of 88.3% of adults in 2012. This reach
increases in households with higher incomes, peaking at just over a 90% reach in households
with incomes greater than $75k (Television Advertising Bureau 2012). Television commercials
have been credited as an influential medium in raising interest in a brand. Despite having a high
cost per thousand and a low cost-efficiency, television remains a crucial asset in the media-mix
as well as raising brand and product awareness.

Digital
Digital advertising is a close second in the allocation of Patagonias advertising budget.
With a 15% increase from 2010 to 2012, the average consumer spends three hours daily on the
Internet (Television Advertising Bureau 2012). This increase in market reach, along with its low
cost per thousand, make digital advertising an extremely useful media vehicle. As can be seen
by competitor The North Faces 35% increase in e-commerce sales in 2013, the Internet
provides both a tool for raising brand awareness, as well as facilitating sales (VF Corporation).
Print
Print advertising such as newspapers and magazines are widely viewed as inefficient
mediums in which to advertise. Newspaper advertising, which reaches 36.1% of its target
audience, is significantly more effective in its reach than magazines, which only reach 24.8% of
their target market (Television Advertising Bureau 2012). Another drawback in print advertising
is the high cost per thousand of magazine advertisements. Despite their failure to reach a wide
variety of demographics, print advertisements are able to specifically select high volume
periodicals that relate to their products in which to run print ads. Through market analysis prior
to the production of the advertisement, Patagonia will be able to determine which newspapers
and/or magazines have readers that will most likely take interest in their products.
Out-of-Home
Out-of-home advertising would be centered on billboard advertisements. Billboards not
only allow Patagonia to reach 70% of daily commuters, but have the second lowest cost per
thousand in this media-mix. These two factors make billboard advertising highly effective,
however the rapid growth of non-traditional advertising has limited out-of-home advertising
such as billboards, which inefficient on their own require supporting advertising mediums. By
placing billboard in places that will draw potential consumers in and raise brand awareness,
Patagonia will establish themselves as a company who takes their customers on exciting
adventures, thus creating a demand for their products.
Radio
With the third highest reach of any media vehicle, radio advertisements are able to reach
58.8% of people. Despite its high reach radio advertising presents itself as a very inefficient
media vehicle for Patagonia to use due to its high cost per thousand, as well as its ineffective
reach across target market segments. These target markets include those individuals who are
active, and enjoy the outdoors, and therefore are less likely to be listening to radio stations than
consumers who enjoy indoor and less-adventurous activities. Ultimately radio advertising
presents itself as a useful supporting media vehicle in Patagonias media mix, by increasing
awareness and knowledge of the brand.
Media Mix and Rationale
Our new campaign for Patagonia is a unique and novice idea for the company. As stated
before, Patagonia has heavily relied on word-of-mouth advertising. Although this method has

worked very well in the past, our agency knows there is a vast amount of consumers who have
yet to be reached and this campaign will successfully build brand awareness for the company.
One of the media platforms we wish to utilize is television. We believe our T.V. commercial is
inspiring and will motivate potential customers to purchase Patagonia products. To ensure that
we are reaching the appropriate target market, we need to choose suitable television programs.
We will air our commercial on various channels, including: Outdoor Channel, ESPN, and the
Discovery Channel. These programs connect us to our target market of sports and outdoor
enthusiasts with CPMs of $8.75, $15.63, and $9.33, respectively.
The other media platforms we will use include digital advertising, magazines, radio and
billboards. Digital advertising, or traditional display ad, averages a CPM around $2.66, with
Sports Illustrated magazine around $70, and billboards at $4. Our agency will display digital ads
on tourism websites and sports websites like ESPN. Someone who may be looking to travel to
Colorado or Washington will see our ads for snow gear or mountain climbing gear while on
these tourism websites and feel motivated to buy something. ESPN will offer us access to
individuals who have a huge interest in sports and being outdoors. Billboards give us a vast
range of visibility for potential customers. This form of advertising reaches approximately 70
percent of people who drive to and from work every day. We think placing our billboard
advertisements in the ideal environments that support outdoor activities, whether it is surfing or
fishing, will show consumers what they are missing out on and make them feel like Patagonia
can get them there.
Magazine ads are also a great way to reach a new market of people. Since the CPM
depends greatly on the circulation size of the magazine, we would aim to place our ads in high
volume periodicals like Sports Illustrated or Outside. Subscribers who view these magazines are
the target consumers we want to reach since they already participate in these outdoor activities
that need gear like the ones sold by Patagonia. Another media platform we will implement into
our campaign is radio advertising. The average CPM for radio is around $15. This is really
comparable to digital and television ads and we think we can still reach our target market
without giving them any kind of visual elements. Sticking to the sports audience, stations like
CBS Sports Radio and Fox Sports will give us access to our target consumers and play to their
love of action and adventure.
Timing
Now that our campaigns media mix and objective has been established, our agency must
next decide the most effective time to run our campaign in each of the differing media sources.
Our agency wants to reach as much as our target market and in the most efficient manner
possible, without facing the problem of overexposure of waste coverage. Each one of our chosen
advertising mediums present a unique opportunity to make an impact on our target audience and
increase sales and brand awareness.
Patagonia will focus a large majority of the advertising budget on television. Television
spots can have the greatest impact and are highly effective when trying to demonstrate or tell a
story. Due to viewers zapping, Patagonia will try to place our commercials in the middle of the
program when zapping occurs least often. We will obviously show commercials for our winter
products during the winter and in geographic locations that have the most snow or winter
activities. Due to the wide variety of seasonal products Patagonia offers, we can use a pulsing

technique with commercials being placed right as the seasons begin to change. Although we will
utilize national advertising, we will focus on spot advertising because of geographic weather
patterns. For example, California will have more surfers than Arizona. Due to Patagonias niche
consumer base, we will focus on channels such as Outdoor Channel, ESPN, and the Discovery
Channel to reach our audience. We will focus mostly on daytime dayparts to reach women, and
prime to reach women and men who are watching television after work. Our demographic is
young adults, so Patagonia will also run a very few selective ads during late-fringe to reach
younger adult viewers. Patagonia would also run some ads during the weekend or special
sporting events on ESPN to create brand awareness from our sporty and adventurous consumer
base.
Print is another medium Patagonia will be using to reach our target market. Patagonia
sells fashionable but wearable outdoor clothing, so using magazines to showcase a visually
striking advertisement can be greatly effective. Focusing on consumer and subscription
magazines, such as ESPN and National Geographics, we would use a more flighting schedule
depending on geographic location and seasonality. Patagonia will utilize geographic selectivity
to target toward a particular area. Most major magazines are on a weekly or monthly bases, so
we would choose the amount of ads and timing placed based on seasonality.
Out-of-home or support media is another large portion of our advertising budget. Support
media includes billboards, outdoor, digital outdoor, and transit advertising. Unfortunately
station, platform, or subway advertising would reach a large audience, but not necessarily reach
our core target market. Patagonia would use a flighting approach for billboards that could be
placed in prime vacation areas that involve outdoor adventures such as prime skiing resorts in
Colorado or mountainous areas of Grand Canyon Arizona or Oregon.
Radio can reach specific audiences at different times during the day; adults at breakfast,
housewives during the day, and commuters during rush hours. Due to radios 24-hour
availability, it makes it much easier to reach a large variety of customers sub-segments and is
much more cost-effective than television. Our campaign can be played during any of the radio
dayparts, but we would focus on Monday through Friday morning drive time and
afternoon/evening drive time on a pulsing basis. Patagonias major consumers are very active, so
they would typically listen to morning radio when driving to their morning adventure or hike.
While Patagonia would utilize local radio the most, we would still want to focus on spot and
network radio advertising. Patagonia consumers are typically wealthy, so they would most likely
use things like Spotify, Pandora, and ESPN radio. We would look for adjacencies to programs
that are particularly strong or have special appeal to our target audience.

Size of flowchart bars indicate frequency and strength of advertising spots.

Evaluation Plan/Assessment Measures
We strongly believe that our campaign for Patagonia will prove to be beneficial. As an
evaluation plan, our agency will look at the progress through a whole year and break them down
into quarters. We would like to see revenues and business grow after every quarter, and then
only will we see our campaign as being implemented successfully. By measuring our
campaigns effectiveness we will be able to avoid any costly mistakes, evaluate any alternate
strategies, determine if our objectives have been achieved as well as increase the efficiency of
advertising in general for us.
Through the process we can conduct studies with our target market and ask them
questions before and after the evaluation process regarding our company. The questions would
focus on their viewpoints on the company and how much the advertisements have changed their
ideas about Patagonia and whether or not they would continue buying our products. If our
customers and target market understand that we are focusing on the quality of products as well
as the functionality, our consumers have understood this objective, which will mean that our
campaign has been successful, and reached our purpose. As an agency we will strive to do
everything in our power to implement our idea and reach our objective.
Future Recommendations:
Although Patagonia has never done any major ad campaigns, we recommend they
consider continuing advertising beyond this campaign.
Future suggestions include seasonal media, print, radio, digital and out-of-home ad
releases, or athletic endorsers. With Patagonia having an outdoor line heavy in winter wear,
Olympic athletes like skier Lindsey Vonn or snowboarder Shawn White would help develop a
brand image in an advertising campaign. Their age, status and careers align with Experiencer
values to connect with our intended audience and reinforce the concept that Patagonia is a

company that is credible, durable and high quality.

Another suggestion that could be made would be for Patagonia to make a line of products
that is cheaper than their current products. Many people enjoy doing adventurous outdoor
activities but they will not be able to consider Patagonia products because of the high price. The
companys current demographic is those who can afford to buy higher end products and by
creating a line that is affordable, Patagonia will have a whole new target market which they can
market their products to.
Budget:
With Patagonias revenue bringing in nearly $570 million in 2013, marketing and
advertising intend to allocate 10% of that amount for this campaign. $57 million will be broken
down as such:
Ad Campaign Budget
Campaign Category

Budgeted Expenditure

TV

$11,400,000

Digital

$10,415,000

Agency Compensation $8,550,000

Print

$5,700,000

Production

$5,700,000

Out-of-Home

$3,990,000

Buzz

$3,000,000

Microsite

$2,850,000

Research

$2,850,000

Radio

$1,975,000

Reserve

$570,000

Total

$57,000,000

69% of the total campaign budget is allocated to media. With TV and Digital comprising nearly
40% of the budget, we intend to focus our advertising effort in our TV storyboard and online
presence. Agency compensation is calculated to 15%, and Production and Print Ads both at
10%. Radio, Microsite, Research, Buzz, Out-of-Home and Radio all range from approximately
3-7%. Lastly, weve budgeted a 1% reserve for unexpected costs. Visually, the budget breaks

down to this:

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