Issuu on Google+

“ ” )URPWKHELJJHVWYHQWXUHVWRWKHVPDOOHVWIHHWV Elyse Elkins


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Table of Contents

Table of Contents/////////////////////////////////// 1 Executive Summary////////////////////////////// 2 Problem Statement////////////////////////////// 3 Situation Analysis///////////////////////////// 4-8 Internal Environment///////////////// 4-6 External Environment//////////////////// 7 SWOT Analysis///////////////////////////////// 8 Target Publics///////////////////////////////////////// 9 Objectives////////////////////////////////////////////// 10 Strategies//////////////////////////////////////////////// 11 Tactics//////////////////////////////////////////////// 12-13 Timeline////////////////////////////////////////////////// 14 Budget///////////////////////////////////////////////////// 15 Evaluation////////////////////////////////////////////// 16 Appendix///////////////////////////////////////////////// 17 (a)digital poster/ 18 (b)media adivsory/ 19 (c)direct mail/ 20-21 (d)video/ 22-23 (e)social media/ 24-25 Works Cited//////////// 26

1.


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Executive Summary

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2.


Problem Statement

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3.


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Established in 1989.

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4.

Internal Environment

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Situation Analysis

Getting to know Chaco.


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Communication.

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5.

Internal Environment

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Situation Analysis

Organizational Culture.


Situation Analysis

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Environment.

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6.

Internal Environment

Key Publics and Competitors.


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7.

External Environment

Situation Analysis

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Threats.

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8.

SWOT Analysis

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Situation Analysis

Strengths. Weaknesses.


Parents Outdoor focused media Children

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active

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durability seeking

adventuresome

Target Publics

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hipster eco-conscious brand loyal

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9.


Goal.

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1. 2.

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Objectives

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10.


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Strategies

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11.


a

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b

media advisory

c

direct mail.

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12.

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Tactics

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appendix


video.

d

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e

social media.

Tactics

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13.

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appendix


January February March

April May June

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July August September October

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Timeline

August/September 2011: Compile all media, create ads and develop social media. Use this time to evaluate online responses and the experiences of the families participating in the weekend retreat. Develop and post first YouTube video.

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November

December January February March

April

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14.


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$7,020

Budget

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15.


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Evaluation

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16.


Appendix. (a)digital poster. (b)media advisory. (c)direct mail. (d)video. (e)social media.

17.


appendix a. page 18.


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appendix b. page 19.


appendix c. page 20.


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appendix c-1. page 21.


appendix d. page 22.


appendix d-1. page 23.


appendix e. page 24.


appendix e-1. page 25.


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Works Cited

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26.



Chaco: Little Feet