Seek Adventure TNF
By the end of the summer, the campaign's goal is to raise social media awareness (INSTAGRAM, TWITTER). We will do this by posting on social media often and by holding a contest on social media. On Instagram and Twitter, we anticipate a 20% increase in The North Face's current followers. The North Face Instagram now has roughly 5 million followers, so by the end of the campaign, we'll have 6 million.
For the rest of the fiscal year, increase The North Face's regular revenue from online and in-store purchases by 0.5 percent. By handing out free gear to our customers and holding games in-store, we plan to achieve this. With the 0.5 percent rise, the estimated income will jump from 11.85 billion to 12 billion. This will raise The North Face's product awareness while also increasing revenue.
Over the 45-day campaign, we will increase our normal charitable donations by partnering with the Sierra Club, a national environmental organization. Sierra Club donation boxes will be placed at registers in North Face stores across the United States. With every online purchase, the customer has the opportunity to round up their purchase to donate once again.
SLOGAN:
We came up with the slogan "Seek Adventure TNF" since the goal of the project was to attract new adventurers to The North Face. Certain incentives will be provided that will appeal to this group of people. One incentive we came up with was to provide an all-expense paid-for camping trip, that North Face will sponsor, to Acadia National Park. This concept will not only attract a new group of people to The North Face's brand but will also deliver a once-in-a-lifetime experience to those that are lucky enough to go on the trip.
AUDIENCE:
The primary market for this project was females and males, who live in the United States, around 30-45 years old. These males and females live a fancier lifestyle with an average income between $75,000 and $150,000. The group should be adventurers who love the outdoors and also value the quality and performance of their outdoor gear. Our secondary market for the project was males and females, who live in the United States, around the age of 15–30 years old. These males and females have a smaller sum of income ranging from around $45,000 to $74,999. This group has young and athletic people who participate in and are affiliated with sports. Not only do they love the outdoors, but they are passionate about caring for their environment.
IDEA
To attract our adventurer target, we will provide three promotional activities over 45 days in June, July, and August. These activities include a tree-planting campaign outside The North Face stores, in cooperation with the Sierra Club, a week of activities and coupons from July 18th to the 22nd, and our all-expense-paid camping trip to Acadia National Park. These events will occur at some of our most popular North Face locations across the country. Because these activities surround our explorers, we chose the ideal setting for this campaign to occur. Summer is when the best adventures happen since it is warm and people have all the time in the world. To draw in the target audience, we have prepared activities that relate to the outdoors and environment.
INCENTIVES
PLANT A TREE WITH US
The North Face will collaborate with the Sierra Club to hold a tree-planting fundraiser from July 10th to July 16th. Sierra Club partners, TNF employees, and volunteers will put up tables and tents in front of our top North Face storefronts across the country that week. Customers will be able to purchase tree sprouts for $1 at each table, which they can subsequently plant wherever they like. These sprouts can be planted in the buyer's backyard, a park, or a field. Customers must enter their name, address, and contact information when purchasing a sprout to receive Sierra Club emails. Earnings will be directed to the Sierra Club, and our level of success will be determined by the number of contacts we generate and if we meet our $5,000 objective. Not only will the Sierra Club gain, but TNF will also showcase its positive corporate culture and concern for the environment. This is also a fantastic method for our fellow adventurers to return the favor to Mother Nature.
PROMOTION WEEK
The week of July 18th to 22nd will be Promotion Week, with a variety of promotions and events both online and in-store. On Monday, our clients will have the opportunity to play an online game once a day with the chance to win prizes. You could win a variety of things, including discounts and raffle entries. Because you will be eligible to win a large bundle of our goods, our raffle entry will be the most common win, but only five lucky contestants will genuinely win. Our loyalty members will receive vouchers for 30% off their purchase via email on Tuesday. Non-members will receive a 15% discount voucher and are encouraged to become members to earn a greater discount. Our in-store games will begin on Wednesday. Customers can come into any of our top sites in any state and play games like tic-tac-toe or bean bags. Finally, as we wrap up the week, we'll continue with the online game, coupons, and in-store games on Thursday and Friday. We expect to increase The North Face's annual revenue of $11.85 billion by 5% through these promotional initiatives, bringing the total to around $12.44 billion for the year.
CAMPING TRIP TO ACADIA NATIONAL PARK
I devised a competition that combines social media and our camping adventure to raise social media awareness. In the middle of June, the public will have access to a hashtag as well as the competition's rules. Simply use the hashtag #SeekAdventureTNF to share your favorite adventure/trip photo on Instagram, Facebook, or Twitter. The North Face will pick their top 10 favorite images, and those winners will attend an all-expense paid-for trip to Acadia National Park. Their photographs will be available on The North Face's website, where other buyers will be able to see them. This campaign will begin in early June, with winners notified on July 10th. The adventure will take place on August 1st and end on August 8th. The winners only need to bring their personal belongings and camping gear. For the week-long expedition, The North Face will provide clothes, hiking boots, tents, sleeping bags, duffel bags, and food. The winners will be able to partake in a variety of outdoor activities such as hiking, rock climbing, white water rafting, swimming, and more. People will begin posting their #seekadventureTNF photos on Instagram, Facebook, and Twitter as soon as the trip is finished. As more people see the hashtag, it will propagate across social media, dramatically increasing brand exposure. This will enhance not only interaction with the page, but also the number of followers. On both platforms, we predict a 20% growth in followers, with Instagram increasing from 5 million to 6 million and Twitter increasing from 500k to 600k. People will naturally want to learn more about the brand and delve deeper, so website traffic and interaction will improve. We expect post likes to rise in tandem with the number of followers. The North Face's Instagram page currently has roughly 5,000 likes for each post. We hope to grow that amount to about 8-10k likes per post with fan involvement and reposting some of your favorite #SeekadventureTNF posts on our page. We hope that after our trip, the winners will tell their friends and family about how much fun they had and how much fantastic gear they got to use. Allowing them to keep the gear and utilize it may lead to the discovery that they prefer The North Face to other brands they've tried. This will result in increased income and brand awareness.
