1. “Find your freedom” 2016 integrated marketing campaign
Maureen Degnan, Ashley Hellberg,
Meredith Krim, Jordan Kowalski
00:10

2. 18-30 year old males and females
TARGET AUDIENCE
18-30 year old males and females
Music Festival Attendants:
1 in 5 attended in past year
2x rate of general population
¾ of music festival conversations
Travelers
Millennials traveling at highest #s to date
Increase in travel packages purchased
Water Sport Enthusiasts
Surf participation increased by 45%
Rise in beach culture demand
Growth in beachwear market
¾ of musical festival conversation is from millennials
Surf participation increased by 45% over the last decade
Growth in beachwear market due to a rise in health consciousness, water sport popularity and new innovations in swimwear design.
1:07

3. Attract a new target audience to further capitalize on the strong and proliferating market of travel, music, and beach and water sport enthusiasts, specifically those aged by October 2016.
Have the message of “We’re about the journey, discovery of fun, freedom, and adventure” be clear and consistently promoted to the new target audience by October 2016.
GOALS
00:30

4. STRATEGIES
Create a relationship with consumers by increasing online engagement through integrated marketing
Establish JanSport as a thought leader in the areas of music festivals, travel, and water sports
Produce shareable content for our target audience that promotes the message “find your freedom”
00:16
From our goals we developed 3 strategies:
Create a relationship with consumers by increasing online engagement
Establish JanSport as a thought leader in the niche target areas
And to produce sharable content that promotes the message “find your freedom”

5. tactics Brand Ambassadors “Find your Freedom” blogs
Scavenger Hunt Event
Website Improvements
00:06

6. Tactic 1: Brand ambassadors
MARKETING:
3 niche ambassadors from social media
Send them to “find their freedom”
Engage with consumers
Race Across America Powered by Trance
1:30
While celebrities used to make the best brand endorsers, consumers today are placing their trust in people like themselves which is why many companies are using brand ambassadors. These ambassadors are passionate about the brand, and regularly talk about it
We recommend three brand ambassadors who are representative of the audience we want to reach that will specifically target those interested in music festivals, travel, and water sports.
According to the director of Marketing PH.D program at Georgia State, the best way to find these ambassadors is through social media. The key is to look for those who are the top influencers, meaning they engage often with the brand and spark conversation or shares.
Based on MRI research we concluded that our music and water sport ambassadors should be male and our travel ambassador should be female, because more of that gender is involved with the activity.
These ambassadors will spend 6 months going to festivals, the beach and traveling and engaging with the target audience in person and most importantly through social media and blogging by sharing their experiences, tip and answering questions for those looking to go somewhere similar to them.
A case study I want to mention is RAAPT, Trance partnered with world’s largest transcontinental cycling race the sent 2 ambassadors out on the road to follow it while engaging with fans. Through the ambassadors, more than 607,000 consumers directly engaged with the brand and they increased followers on all social media sites.

7. Tactic 1: Brand ambassadors
ADVERTSING:
Clickable Online Ads  B.A. profiles
Ticketmaster
Spotify
Trip Advisor
1:40
As far as advertising goes for the ambassadors we recommend clickable ads online and on mobile devices which will take consumers to the brand ambassador profile pages, which Jordan will speak about momentarily.
We want to promote the campaign as a Neilson study said “An ongoing campaign theme is a proven successful tool in establishing a memorable brand identity”
We are advertising online over print ads because millennials are more likely to take action on a digital ad
Its important these ads be on smart phones as well since mobile usage comprises 60% of digital media consumption
Some of the sports we recommend placing ads are Ticketmaster, spotify, and trip advisor.
Adults that own a JanSport are 91x more likely to use Ticketmaster, According to Nielsen 88% of millennials listen to the radio each week and prefer streaming sites such as spotify more than any other demographic and adults that have attended a musical performance in the last year 97 times more likely to use this platform. Finally as of April 2014 trip advisor was the top travel website attracting 12.8 unique visitors. Also those aged are 53x more likely to use trip advisor.
There are also additional MRI reports in the paper detailing why each of these sites will target our three niche audiences.
We did not want to spend too much on advertising though because our research showed us that millennials do not trust advertisements and they are more likely to trust information they learn about a company through social media over anywhere else. The idea of find your freedom is organic, and the brand ambassadors relies on consumers trusting regular people. If there are too many ads the idea of the brand ambassadors will become commercial which is the opposite of what we want.

8. Tactic 1: Brand ambassadors
SOCIAL MEDIA:
Twitter & Instagram
Fan Engagement
Expedition 206 Case Study

9. Tactic 1: Brand ambassadors
PUBLIC RELATIONS:
Surfer Magazine
Targets adventurous audience – emphasis on surfing
Backpacker Magazine
Focus on hiking and the great outdoors- supports Big City Mountaineers
Consequences of Sound
online music publication updated daily with music news, MP3s, tour dates, album reviews, festival lineups
Live Music Blog
features news, locations and videos of music festivals and concerts.
PITCH CALANDER
To generate awareness for our brand ambassadors I recommend pitching to a variety of national publications. A full list of appropriate publications are located in the paper but just to name a few I reccoment surfer magazine, backpacker magazine, consequences of soud and live music blog. The top three focus on the specific niech target audiences in water sports, travel, and music, while the last one is a combination of all three
Live music blog – targets same audience that JanSport does

10. Tactic 1: Brand ambassadors
WEBSITE
Homepage addition
Ambassador Experience
Budweiser Case Study

11. Tactic 2: “Find your freedom” blog
News Releases
Music
Travel
Active
Lifestyle
WEBSITE
Drive traffic
Creation of tabs
B.A. guest bloggers
Interesting content
Disney Baby Blog

12. Tactic 2: “Find Your Freedom” Blog
SOCIAL MEDIA:
B.A. share posts
No news releases on blogs

13. Tactic 2: “Find Your Freedom” Blog
PUBLIC RELATIONS
News release
Create conversation
Long-tail method
Strategic Philanthropy
According to David Meerman Scott, “Blogs are now a mainstream vehicle for organizations to get their ideas into the marketplace” (2013, p. 279).
The phrase press release sounds like it is geared directly for the press; we would prefer to use the word news releases so JanSport is able to become a publisher, sharing news releases directly to the publics.
With this new way of thinking, we believe that it would be beneficial to place our news releases on the JanSport’s blog so we can become transparent in sharing information and appeal directly to our publics and buyers. This will result in creating conversation and not just send news releases when big news is happening; it is important to pick up on trends and engage consumers so they are able to respond through social media outlets.
As mentioned in the website portion, when we post the news release onto the page it will become a source of opportunity for people long after the initial release for people to find it, the Long Tail method.
Through our news releases, We plan to highlight JanSport’s multiple CSR initiatives and philanthropy efforts over the last decade through our blog platform. The target audience is very eco-conscious and JanSport’s blog would make great strides by focusing on the positive attention that CSR and philanthropy will bring. In our next tactic, we will highlight a partnership with the Big City Mountaineers and JanSport

14. Tactic 3: scavenger hunt
PUBLIC RELATIONS:
Campaign Kickoff event in L.A.
Mission to “find their freedom”
Surprise Destination
Big City Mountaineers Collaboration
National Pitches
We want to introduce an interactive event to the West Coast that will target all of our target audiences in the music, travel and water industry and serve as a kick off to our “Find Your Freedom” Campaign. Starting in April 2016, two months before the event, our team will pitch a call to action to local Los Angeles news, media, and blog publications encouraging people 18 and up to go out on Saturday June 11th, 2016 to “Find Your Freedom.” There is more information on the process of registration and which publications we plan to pitch to in our paper. We chose Los Angles because there are a lot of millennials located here and JanSport headquarters are not too far away.
At the event, there will be a check in table where participants will receive a free reusable water bottle and backpack, and will gain the ability to download the Find Your Freedom app. The participants will be led around the city for a few hours in a search to “find their freedom.” The final clue will lead to a surprise party on the beach with a live band playing a concert.
We plan to collaborate with and incorporate the Big City Mountaineers Organization into our scavenger hunt. At the event, there will be a rock climbing wall where people can pay $ All of the proceeds goes to the Summit for Someone, a program that is run by Big City Mountaineers, that teaches “critical life skills in underserved urban youth by challenging them on a climb of a lifetime” (Big City Mountaineers, 2015).
Millennials will respond well to this collaboration because “Millennials define doing good differently from those who are older.” (Nielsen, 2015). This collaboration will be featured in news releases on the blog.
After the event has been completed and a video has been produced, on June 13, we plan to pitch our event that we had on the local level to national publications along with a video, which will be discussed in the marketing section of this paper. Examples of national publications we plan to pitch to are in our paper.

15. Tactic 3: SCAVANGER HUNT
MARKETING/ADVERTISING
YouTube video
Case Studies:
Bear Naked #chasethesun
Bud Light up for whatever
Share with participants
As Meredith mentioned we will be filming a video of this event to be published on YouTube to promote our campaign on a national level. This is a good way to reach our target audience knowing 55% of millennials watch videos several times a day and YouTube is the most popular video sharing site on the web.
Although we know it is impossible to guarantee something will go viral, based on our research we believe the content this video will bring will create an explosion online within our market
According to an article in the public relations journal, millennials believe that, “Having fun while using a product is just as important as the product doing what it is supposed to do”
So instead of making the backpack the star f the video this video willi showcasing the people partaking in the scavenger hunt and having fun at our epic beach blowout. This shows JanSport cares more about the people who own the products then the products themselves.
A key drivers behind virality is stories and videos are able to to use emotion to tell stories in a a way most other forms of marketing cannot. Through this video we are creating a journey and show a carefree lifestyle and hoping to inspire others to get out and “find their freedom” and to do what makes them happy.
I want to mention two awesome campaigns that made videos that went viral that we are going to aim to make our videos look like. One is Bear Naked chase the sun campaing where they turned San Francisco into a giant slip n slide and the bud light up for whatever party you are probably all familiar with. These video made their target market the participants which is what we want to.
We also believe that be sending out our video to every participant they will want to share it on social media since they are in it.

16. Tactic 3: SCAVANGER HUNT
SOCIAL MEDIA:
Facebook event
Mobile Application
#FYFreedom
Outside Lands Music Festival Case Study

17. Tactic 4: website improvements
Condense 2 websites
Reorganize tabs
Mobile optimization
Interactive Quiz

18. Measurement WEBSITE: Google Analytics PUBLIC RELATIONS: Placements UMV
SOCIAL MEDIA
Google Analytics
Case Studies
Fairmont Hotel & Resorts
TiVo
MARKETING/
ADVERTISING:
Google Analytics
YouTube Analytics

19. timeline April/ May Event Registration begins Social media alerts
Pitch event locally
May
B.A. profiles go live
B.A. begin social media use
Ads go up
June
June 11 Kickoff Event
Video releases
National pitches
July
B.A. go on adventures, blog and engage on social media
August
September
October

20. Summary of goals Attract new target audience
“We’re about the journey, discovery of fun, freedom, and adventure”