PUBLIC RELATIONS STRATEGY OF THE

FUTUREJey Bernal

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LET’S LOOK AT THE BRAND

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WHO IS TOMS SHOES?

TOMS SHOES was founded in 2006, by

Blake Myocoskie in Venice, California

Inspired on a trip to Argentina, Blake would

start a shoe business that would change

business and PR models alike

Producing only lightweight shoes, based on

the common Argentine style, Alpargata.

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JUST ANOTHER TYPE OF KEDS? Compared to the vastly

popular Keds styling, Toms

Shoes offer a simplistic

combination of canvas

casing and a flexible sole

to make for a comfortable

fit and casual look.

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LET’S LOOK AT THE BUSINESS

AND PR

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HOW IS THIS SHOE COMPANY DIFFERENT

FROM OTHERS? In an innovative move to take corporate

social responsibility to another level and to advocate for forward thinking, Toms Shoes is built upon a simple business plan:

ONE FOR ONE

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ONE FOR ONE

The concept is simple- for every pair of shoes sold, a pair of shoes would be given to a child in need.

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WORDS FROM BLAKE:

"Inspired by a traditional Argentine shoe and challenged by the continent's poverty and health issues, I created TOMS with a singular mission: To make life more comfortable. TOMS accomplishes this through its unique shoe and my commitment to match every pair purchased with a donated pair to a child in need...no complicated formulas, it's simple...you buy a pair of TOMS and I give a pair to a child on your behalf."

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SALES AND DISTRIBUTION 2006-2009 After its inception in 2006, Toms Shoes saw a

sale of 10,000 pairs of these ‘plain’ shoes in a

short 8 month span

2007 saw an increase of sales to 50,000 pairs

April 2009 showed a jump in sales to 140,000

pairs

As of January 2010 over 400,000 pairs of

shoes had been distributed world wide.

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HOW DOES TOMS USE PUBLIC RELATIONS?

Toms Shoes uses a three pronged approach when it comes to public relationsTraditional mediaSocial mediaEvents

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TRADITIONAL MEDIA

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SOCIAL MEDIA

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SOCIAL MEDIA

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SOCIAL MEDIA

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SOCIAL MEDIA

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EVENTS As a company that relies heavily on

word of mouth for the spreading of their message, Toms has mastered the art of PR events.

Here are a few examples of Toms Shoes Events:

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ONE DAY WITHOUT SHOES

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SHOE DROP

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HAS TOMS SHOES BEEN SUCCESSFUL?

Growing from a small brand moving only 10,000 units in its first year, Toms has all but shattered all expectations.

Toms Shoes is expected to distribute around 1 million pairs of shoes in 2010.

Relying solely on word of mouth (and a strong PR standpoint), Toms has positioned itself as one of the most recognizable shoes in the world.

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"WHEN YOU'RE BUYING A PAIR OF TOMS, IF YOU DON'T FEEL LIKE YOU'RE PART OF A COMMUNITY THEN I'VE FAILED”-BLAKE

MYOCOSKIE