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NIKE: JUST DO IT

Internal Memo
This proposal presents our idea to promote our latest products to not only college student athletes
but also to older adults. We have created campaigns to promote not only the style of our products
but the comfort and performance level, but also to a brand new audience who I know are just
dying for our attention. The proposal that we have come upon have created the ideas that are to
come with these new campaigns, and the outcome that will be seen if everything goes as
planned.
Incorporated within these pages, you will experience all the right reasons that Nike shoes interest
to target older adults. You have older adults who work long hours and also try to fit working out
into their schedule at the same time, with trying all these new diets and things like that to stay in
shape. Now we all know that working out is one the hardest things do to, but these adults can not
only feel good about themselves. But also look good while doing it too! If there are any
questions, feel free to contact me. I hope you enjoy these amazing ideas that we have created and
I appreciate you taking the time to look at our proposal.
Thank you.

NIKE: JUST DO IT

Nike Legendary Meets Necessary 2014

Strategic Writing Proposal
Prepared for: Debra Bethard-Caplick
Prepared by: Marsha` Pendilton
November 23, 2014

NIKE: JUST DO IT

Table of Contents
1)
2)
3)
4)
5)

Executive Summary
Company Profile
Statement of Purpose
Goals, Objectives, Strategies, Tactics
Situation Analysis
-Brief paragraph
-Current brand image
-Desired brand image
-SWOT Analysis
6) Key Messages
7) Advertising Section
-Product Key Factors
-Direct Competitors
-Indirect Competitors
-Supporting Evidence: The Proof
8) Campaign Timeline
9) Campaign Budget
10) Conclusion
11) Appendix

NIKE: JUST DO IT

Executive Summary
Nike has done an outstanding job in advertising and marketing their products. Nike was once just
two men trying to make better shoes. This turned into one of the largest and most successful
companies in operations. It all came about in 1964 with Oregon track coach Bill Bowerman and
middle distance coach Phil Knight.
Nike has done everything that needs to be done with taking the right steps in advertising and
public relations. In order to take all of our products to the top we all work non-stop to make
every loyal customer satisfied in everything we do. Whether it be from our campaigns, TV
commercials, bill boards, in all the stores, and etc... We take pride in every single step it takes
when it comes to our shoe line, gear line and gadgets no matter what age group you come from.
Our customers are our #1 priority and what they need we are there to help 100%.
The statistics of Nike are just beyond incredible. Our revenue worldwide is $27,799m with the
net income worldwide of 2.693 million starting from 2005 to 2014. In North American alone
Nikes footwear is 7.495 million dollars. With a total number 858 Nike retail stores worldwide,
Nikes athletic footwear sales is a value of 90 million dollars. We have worked so hard to be
where we are now as a company, but that does not mean we will stop because there is more work
to be done.
I believe that Nike has positioned its company to become a very strong successful company over
the past years. Creating not only athletic shoes but also casual comfortable and flexible shoes for
almost all ages of individuals. Then also coming out with a clothing line for people of all ages
too and watches like fuel brand and products like those. What I would love to do more of to reposition this company is try to branch out to maybe a different audience instead of maybe the pro
athletes in every advertisement. We could get universities more involved because if you think
about it these are the people that we are getting majority of our profit from. While also getting
the attention of older adults. I want to defiantly maintain the brand image because why change
something so successful to the company. Our brand is everything so dont fix it if it is not
broken.

Sincerely,
Marsha` Pendilton

http://blog.needsupply.com/2013/08/01/nike-a-short-history/
http://nikeinc.com/pages/about-nike-inc
http://www.statista.com/topics/1243/nike/

Company Profile

NIKE: JUST DO IT
Nike has been the leading shoe industry not only in just the United States but also other parts of
the world too. The great success that has come from this companies business has made it beyond
popular. Nike has become very popular with college students and also teenagers and we know
everyone always wants to stay up to date with new styles and trends. So do us! Now I know not
every college student or teenager has the money to buy that new shoe that has come out every
year, but thats is where our different designs and shoe styles come in handy. With that being said
we work hard and with some of the best individuals. To not only create what we think you would
like, but what we know you will love.
Company Roots
Nike is now one of the largest and most successful companies in operation, was once just two
men trying to make better shoes. It all came about in 1964 with Oregon track coach Bill
Bowerman and middle distance coach Phil Knight. He founded Blue Ribbon Sports and
originally started distributing running shoes out of the back of his Plymouth.
Meanwhile, Bowerman was on a continuous quest for lighter, more durable running shoe, but
what we have manage to create today just from that is beyond remarkable. We have every shoe,
in every shape or comfortable level that you need. To think that it all started from two men who
just wanted better running shoes for their athletes. That not only turned Nike into a successful
corporation, but also one loving, caring and hardworking business/family.
Overview
We believe diversity and inclusion innovation. If done effectively, managing diversity and
working together can lead competitive advantage. Nike requires a broad base of suppliers that
positively reflect the world in which we live and work.
Our Work
Nike, Inc. fosters a culture of invention. We create products, services, and experiences for
todays athletes while solving problems for the next generation. The Nike Explore Team is
philosophically and physically at the heart of the NIKE, Inc. World Headquarters in Beaverton
Oregon. It all began in a small lab in New Hampshire more than 30 years ago and has grown into
a world class research facility. Carrying on the traditions of Nikes original sport researcher Bill
Bowerman the lab continues to deliver proven scientific insights that help drive performance
innovations across the Nike brand.
Message
Our greatest responsibility as a global company is to play a role in bringing about positive,
systemic change for workers within our supply chain and in the industry.
http://about.nike.com/pages/company-profile

NIKE: JUST DO IT

Statement of Purpose
Nike is in the lead of top shoes in the industry and around majority of the world. This company
has worked very hard to be where we are today and are still striving to be better each and every
day. We know that everyone has a certain type of style and comfort that they like and Nike is
here to assist you with any questions because we want our customers to feel satisfied. As a
company we want to inspire our customers with not only our products, but also with our support
that they deserve.

NIKE: JUST DO IT

Goals, Objectives, Strategies, Tactics

Goal: Increase the companys brand awareness and familiarize the older population with
Nike products whether it be our shoes, gear, or gadgets.

Objectives:
1. Increase sales in ages 30-50 by 5%.
2. Increasing the amount of customers who have an account with Nike by 500.
3. Increasing the amount of followers by 15% on Nikes Instagram and twitter accounts.

Strategies:
As a company we know that we have the attention from professional/college athletes along with
college students and younger adults. In order to catch the attention of older adults, we need to
present more advertisements toward this targeted audience while also still promoting and giving
endorsements to athletes. We are going to make older adults feel as if our products were made for
them as well as making it easier on them day by day.

Tactics:
We are going to create more advertisements that appear more to older adults and use older adults.
By utilizing more advertising in newspapers or magazines such as USA Today, the New York
Times, and Eastbay.

Situation Analysis

NIKE: JUST DO IT
Briefing: The situation that this plan will address is our current brand image now. Just explaining
what kind of audience that we approach and advertise too. While also giving you all ideas of
what our line of shoes are looking like and what new gear is coming soon. We will also be
addressing the desired brand that we are going towards within the next year or so. In our desired
brand we want to keep the college students and professional/college athletes as our audiences,
but also broaden out to older adults as well. By this we plan on creating new ideas along with
new campaigns to let the older adults know that we have just what they need too.

Current Brand Image: Performance, aggressive, much innovated, and for winners.
Desired Brand Image: To not only be defined as another one of those shoe companies, but as
athletic and Fitness Company.

SWOT Analysis
Strengths

Endorse in star athletes

Very competitive
Has great leadership

Weaknesses

Opportunities

More fashion sense

Can go global with the brand
Get sponsored by universities and
pro athletes.

Same design as other companies.

Prices of products
Majority of the company is
becoming footwear all over again.

Threats

Very smart competition

Cannot control the retail
Having the same style as other
competitors

Key Messages
1. Nike shoes are very flexible for running or walking.

NIKE: JUST DO IT
-With this message, we want our customers to feel comfortable while in our
shoes whether it be running or walking. We want to them to be able to trust
our company in everything we provide.

2. Nike shoe is for athletes and older adults who strive to

work hard, fast, and just do it.
- The key words to this message is JUST DO IT. No matter how hard that other
person may have worked or how long at the end of the day you need to JUST DO
IT because it is your mind and body.

3. Nike provides a new feel to footwear with our different

types of shoes.
- We want our customers to feel comfortable in any pair of our shoes that they
may want purchase or want to check out. If they do not we will do everything we
can to make sure they do or another style of our products works for them too.

4. Nike not only provides flexible footwear but also soft,

stretchable gear for anyone of any age.
-Nike products are not just for looks but also to make you feel good while looking
good. We have all the gear you could possibly think of, for any type of weather.
As a company we want these people to feel comfortable in our shoes as well as
gear.

Advertising Section

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NIKE: JUST DO IT
Product Key Features:

The design/style of the shoe.

Individuals like the fit or comfort of the shoe.
One of the top/best shoe companies in the world.
They create a bigger and better brand for the company by using celebrities. (making highquality running shoes or shoes in general)
They have been able to create a huge market with their quality products.

Direct competitors and brand images:

Direct competitors are companies like Under Amor, Adidas, and Puma:

Under Amor: The target audience was more of a male-dominate atmosphere and now
they are trying to brand out to more women now.
Adidas: The brand image for Adidas is to become the global leader in the sporting goods.
Puma: The brand image for Puma is more of a hip, cool, and trendy brand that is trying
to lead the way.
Indirect competitors and brand images:

Sperry Top sider: This brand image is perceived as more of a preppy image for
individuals in a country club or etc
Vans: This brand image targets majority of audiences that love to skate board and
hipster people.

The supporting evidence: the proof

We are going to focus on more of a flexible, comfortable shoe for every sport
or individual who wears Nike.
Striving for a better performance and innovation for not only the company but
also for the benefits of the athletes and environment.
Making athletes stronger, faster, and better with less impact.
Making every performance easy and satisfying while not only feeling good
but looking good too.

Campaign Timeline
Publicity Campaign Timeline
Product name: Customize NIKEiD

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NIKE: JUST DO IT
Target Launch: January 1, 2015
Start date: September 25, 2014
Tactic

Start Date

End Date

Launch Date

30 second TV ads

September 25, 2014

January 1, 2015

January 1, 2015

Print ads

October 2, 2014

January 1, 2015

January 1, 2015

60 second TV ads

October 2, 2014

January 1, 2015

January 1, 2015

Organize launch
parties
Confirm launch party
locations
In-store clips

December 1, 2014

December 31, 2014

January 1, 2015

December 1, 2014

December 31, 2014

January 1, 2015

December 1, 2014

January 1, 2015

January 1, 2015

Hold release parties

January 1, 2015

January 1, 2015

January 1, 2015

Launch product

January 1, 2015

January 1, 2015

January 1, 2015

Campaign Budget
Total Estimated Budget for 2014 launch: 21.6 billion

Activity
Advertising campaign

Budget
$15 million

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NIKE: JUST DO IT
Public Relations campaign

$1.4 million

Sponsorships /endorsements
Media relations

$ 1.4 billion each year

$1 million

Direct marketing
Total:

$2.8 million
$21.6 billion

Conclusion:
As a corporation we want to sincerely thank you for taking the time out of your day to consider
our proposal. We believe that the creative ideas that we come up with as a company truly benefit
not only us but our loyal customers as well. As a top leading industry we can only hope that you
will begin this amazing journey with us and continue to maintain Nikes leading spot. If you

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NIKE: JUST DO IT
have any questions or concerns, please contact us directly and we will be glad to assist you the
best we can.

Appendix
Pitch Letter
Standard News Release- Print
Social Media- Optimized News Release
TV Ad Script
Radio Ad Script

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NIKE: JUST DO IT
Product Fact/Sell Sheet

Pitch Letter
Target Media: A traditional print reporter
Hi Adam,
Individuals across the nation are filled with young adults who have a very strong creative side
and who never really get to show it. We have all been in this position before, afraid to actually
get out there and go for our dreams. We all know that confidence is everything these days and
this is exactly what Nike has to offer for these young adults.

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NIKE: JUST DO IT
I wanted to let you know about an upcoming campaign and event starting Nov 10th until Dec 10th
all over Nike social media. Ever dreamed of designing your own shoes, shirts, or etc? Well
what if you can make those dreams come true? Now you can get the chance with Nikes new up
and coming contest to design one of your favorite pair of shoes. Dont miss it!
Nike is sponsoring the top three individual contest winners on January 1st after our judges have
seen every shoe that has been entered. Contest like theses make dreams come true and this event
is where you can shine and show the world what you are made of. Not only as a person but as an
artist that not yet been able to show the world there artistic ways, this is an international event,
because we want to see what the whole world has to show us.
We want you to be the first to share this event and upcoming campaign with the world. We
believe in this campaign and we also believe in you. So I would like to offer you to be a part of
this great event and campaign because we appreciate your work and have always admired
everything you do. If youd like any additional information, just let me know. Ill check back
early next week to see if you would like to join our group in this amazing journey.
You will love it!
Marsha`

Standard News Release

For Immediate Release
November 9, 2014
Nike Launches Legendary Meets Necessary Campaign
Marsha` Pendilton has created a new idea for launching Nike 2014 shoe wear.

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NIKE: JUST DO IT
Nike will host a few campaigns around universities starting Nov. 10th until Dec 19th. The
event is just to inform the college students what Nike has been up too and how hard these
workers have been working.
I have come up with the idea to have a contest in December and have any individual who
would like to enter, create or design a pair of their favorite shoes from Nike, Pendilton, the
CEO, said.
The contest will begin at 1 p.m. We will be posting the instructions and prizes you will
receive on all of our social media sites.
Anyone age of 18 and older may enter.
Nike is always excited to get our loyal customers and new customers involved in our new
projects, said Marsha` Pendilton, CEO.

For More Information

NIKE, Inc. Corporate Information
1-800-344-6453
7am - 4pm PT,
Mon - Fri
NikeInc.com

Social Media Release

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NIKE: JUST DO IT

Nike Outbreak-2014
WWW.Nike.com
Nike New Styles in Every Sport (Updated Regularly.)
Nike Launches Legendary Meets Necessary Campaign

Win in any conditions

Get closer to the game (Nike NFL)
Our latest looks, innovations and warm layers for the season ahead.

http://news.nike.com/news/Nike-evolves-just-do-it-with-new-campaign
Nike inspires there loyal viewers and customers to push themselves and strive to reach new
goals. The film begins with words, Air VS Water, Darkness, and Cold. Then ends with, Be
Seen, Be Worn, and Be Dry. Different challenges and situations emerge, each audience member
to push themselves to new limits.
Related Links:
www.Nike.com
https://www.youtube.com/user/nike
https://twitter.com/Nike
http://instagram.com/nike
https://www.facebook.com/nike

TV Ad Script

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NIKE: JUST DO IT
Title: Nike Image Ad
Client: Nike Inc. Corporations
Length: 30 seconds
Air Dates: June 1- August 1
WS-Nike Inc. Corporations (:05)

MUSIC:
(Heavy, pump up mood music. Establish, then
under)
ANNOUNCER:
For almost 50 years, Nike has been your go to
brand in the shoe industries.

MS- Seeing the people that put in hard work

to keep Nike at the top. (:04)

Where it all begins.

CU- The people faces smiling at the scene.

(:03)

The best support.

MS-The individuals strategizing. (:02)

Group to group.

WS- Entrance to Nike Inc. Corporations (:04)

For the better of our community, we have

built three more corporations.

MS- Individuals collaborating in an oval

office. (:04)

The office where all the creative ideas

come together as one.

CU- The designers working with the

shoemakers. (:03)

Just two more examples of how we meet the

expectations of every loyal customer.

CHYRON (Centered in the lower-third of the

frame): Nike Inc. Corporations/ 1-800-3446453 (:04)
FADE TO BLACK AT :29

MUSIC:
(Up and then fade, out at :29)

RT-:29
###

Radio Ad Script

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NIKE: JUST DO IT
Title: Game On!
Client: Nike Inc. Corporations
Length: 30 seconds
Air Dates: June 1- August 1
SFX: Sounds of people playing sports.
(Establish, then fade)
ANNOUCNER:

Everyone has that favorite sport or pair of

tennis shoes that they just cannot live without
right?

SFX: Sounds of people cheering.

MUSIC: Upbeat (Establish, then under)
ANNOUCNER:

Its time to visit Nikes website. Why go to

any other store or website when you can get
personal attention from people who know
your style? With Nikes team we will make
you feel better than ever with those brand new
shoes on your feet and favorite team on your
back.

ANNOUNCER:

Ask your peers at Nike corporations about

Nike and all the different styles.

SFX: Sounds of people cheering. (Establish,

then fade)
ANNOUNCER:

JUST DO IT!

MUSIC:
(Fade, out at 29)

###

Product Facts/Sell Sheet

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NIKE: JUST DO IT
Mission:
Nikes mission is to get individuals to actually understand how far the brand has come and why
we strive to be #1 in industry.
Bring inspiration and innovation to every athlete in the world. (If you have a body you are an
athlete.)
http://about.nike.com/
History:
It all came about in 1964 with Oregon track coach Bill Bowerman and middle distance coach
Phil Knight. He founded Blue Ribbon Sports and originally started distributing running shoes out
of the back of his Plymouth.
http://blog.needsupply.com/2013/08/01/nike-a-short-history/

Foundation:
As a company, Nike believes in the power of human potential. At the Nike Foundation, we invest
in the greatest unrealized source of human potential in the world today: adolescent girls.
http://about.nike.com/pages/the-nike-foundation

Outreach:

Nike school innovation fund has given $9 million dollars over five years to support early
learning and leadership development programs.
Nike employee grant fund makes grants of $550,000 dollars per year in communities in
the greater Portland area, near Nikes global headquarters.
Each year, Nike donates products to non-profit organizations and NGOs dedicated to
creating social change through sport and disaster relief efforts around the world.

http://about.nike.com/pages/community-impact

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NIKE: JUST DO IT