1. Reebok Toning
Taylor Amaher Lacie Normandy
Cristina Contreras Erin Plunkett
Jessica Kress

2. YouTube video

3. Advertising Reebok
Reetone Line
Shoes: $99.99 Clothing: ~$80 Flip-Flops: $59.99
NOW: $49.99 $34.99-69.99 $29.99

4. “Injuries from the use of toning shoes include broken bones,
broken or sprained ankles, broken hips from falls and pain
or tightness in the heel, calf or Achilles’ tendon. Often times,
toning shoe wearers go for weeks or months with muscle or
bone pain unaware that the source of their problems is the
toning shoe” (Reebok EasyTone Toning Shoes).

5. To “ReeNew” the
Reebok
reputation, with a new
and improved toning
shoe. cute, comfortable, vibrant, innovative, fresh!
Flexible, durable,
“Motivate me to exercise more” –Kate
“Feel amazing for everyday use!! Have them in three colors!” -Sara
Goals

6. Pathos and Ethos-
*tell a story to the public: “ReeNew Your Body”
*endorsements, hire experts to testify product
(Jessica Biel, Katy Perry & Beyoncé)

7. Objectives:
1. To create “ReeNew”
with improved
technology.

8. Objectives:
2. Targeted audience will focus on
women, preferably young adults. Ranging
from the ages of 16 – 45.

9. Objectives:
3. Research Reebok’s media inquiries.
Being fit is one of the desired interests
for consumers.
--Coordinating directly with the people responsible for producing the news
and features in the mass media. The goal is to maximize positive coverage in
the mass media without paying for it directly through advertising.
Example
Category 4
Category 3
Series 2
Category 2
Series 1
Category 1
0 2 4 6

10. Objectives:
4. Advertise multiple ways to address
ReeNew and reach out to consumers.

11. Objectives:
5. “Getting Fit for Summer!” We will
begin advertising the new ReeNew shoe
line in the Spring 2012.
*Attractive nice, cool colors for shoes & advertisements.
*Sleek, light-weight and appealing shoe.

12. Strategy:
*To extend media outreach for broader impact.
*Leverage third-party partnerships to add credibility.
Tactics:
*Address the complications of the previous EasyTone
shoe.
*Contact and provide press releases for magazines
that will attract our targeted audience for
“ReeNew.”
*Contact large retail stores for advertising and
new merchandise.
*Publish the news through social media and
networking.
Budget & Timeline:
*Begin advertising and promoting 1st of the year.
*Release by mid-April 2012
*Budget for advertising: $25 million
*Approximate price of shoe: $74.99 (compared to $99.99)
Programming

13. Plan evaluation research by objectives:
1) Campaign tracking survey
2) Content analysis
*County media exposure
*Compute ad value equivalency
*Conduct surveys to new consumers who bought the ReeNew shoe
Evaluation

14. Resources
http://www.reebok.com/US/search?t=easytone
http://www.google.com/images
http://articles.latimes.com/2011/sep/29/business/la-fi-ftc-reebok-20110929
http://www.businesspundit.com/reebok-easytone-shoes-promise-to-tone-your-butt-fad-alert/