Natasha, Pika, Sean, Joshua, Saed, Myles & Connor.

User Profile1

James aged 13. Profile: James lives at home with his mum, dad and older sister. He often craves attention from both his family and friends.Primary goal: To be popularMission: New balance offers a range of different styled and coloured shoes allowing James to adopt a unique style.https://www.mindmup.com/#m:a1acb403807833013458b40fbdb4918068

User Profile 2

Karen aged 38.Profile: Karen is a 38 year old stay-at-home mum. She lives in her own house with her husband and two children.Primary goal: To stay healthyMission: New balance provides the latest in high performance women’s sportswear at affordable prices. Its new balances aim to provide Karen with all the equipment that see needs in order to achieve her goal.https://www.mindmup.com/#m:a115c0bd00785f013458b40fbdb4918068

User Profile 3

Deontay and Ava aged 27 and 26Profile: Deontay and Ava both rent a house in the inner city. They are both active people and enjoy taking a break from there mundane job to go on adventures.Primary goal: To explore natureMission: New Balance has a specialised section for hiking which addresses all of needs. https://www.mindmup.com/#m:a108990be0785e013458b40fbdb4918068

Mission Statement & Objectives■ More than 100 years, New Balance has worked to move the

world around us. Because we believe in one simple truth: we were born to move.

At New Balance, we believe in treading lightly on limited resources, striving for zero waste in what we do and assessing the life cycle impacts of our products and activities.

We strive to have a positive impact in all communities where we operate, and this includes a commitment to ensuring the people who make our products, no matter where they are in the world, are treated with dignity and respect.

Established by New Balance owners Jim and Anne Davis in 1981, the New Balance Foundation has worked to develop relationships with organizations and initiatives that are helping build healthier, stronger communities – with a specific focus on the prevention of childhood obesity.

New Balance has worked for 100 years on having the world move around them. This is because they believe that we were born to move.

Their goal is to aid athletes, weather you’re a professional athlete trying to set records and win medals, or everyday athletes just trying to complete a 5k run/PR campaign.

Their products are also ethical as they like to give back to the public and their consumers, as well as understanding and keeping up with fashion trends to provide the best product that combines function and fashion.

New Balances audience is anyone who wants either be active and healthy and move. To be athletes, be it professionally or not and New Balance understands and caters to the wide spectrum of consumers that use their product.

The StoryMore than 100 years, New Balance has worked to move the

world around us. Because we believe in one simple truth: we were born to move.

New Balance understand that we have to move to keep healthy and to live; that we were born to move. But nowadays people of all ages don’t have the motivation

People don’t feel motivated to get up and move and here is where the brand comes in. Fashionable, comfortable and accessible, these elements come together to formulate the perfect apparel.

All that’s needed is a little push, hence the #NBandME campaign.

The main aim is to inspire the individual that we were made to move. To constantly move forward and inspire you to do so. The three Key objectives will also be incorporated in the content created:• Moving the environment

forward• Moving forward

together• Moving forward, giving

back

The Story

The buyer process and New BalanceRecognise a need

With New Balance, the need to our potential consumers would be the need for sport wear such as shoes clothes or other accessories which are also fashionable. Whether it be because their current wears are too old or worn or if they were in need of comfort and or support, they would need to find replacements.

Search for Information

The consumer will search for the type of clothing that they desire for their particular need. In this case our products will be advertised to the consumer specifically through social media. However billboards and TV adverts could also be used. This will give us the minimum amount of media coverage needed.

Evaluate Options

Consumers would have to evaluate whether big name brands like Nike and Adidas are better than New Balance considering that new balance is better for comfort and performance over time. For this reason along with it being generally cheaper, it would be regularly chosen over more popular brands.

Purchase DecisionThe product with the right features and capabilities helps the consumer make the decision on whether they should purchase or not. This all comes down to the target audiences, as what the product can offer them. Such as quality and satisfaction, which will differentiate from other brands.

Having an accessible website and promotional sales will increase the experience that consumer will have. Good relationship with past customers can have a good feedback on the brand which can generate an influence on the decision that the customer makes.

After Purchase

Creating a review or a survey will increase the chance to communicate with the customers and be able to get feedbacks from them. Its builds a sense of connection between consumers and the brand.

Customers will be able to evaluate their experience after they have used the product. This will include reaching their expectations, by fulfilling customer needs and satisfaction. It creates a sense of trust which will influence their future buying decisions.

A good customer service helps promote the brand and have more awareness through consumers. This could be through family, friends, word of mouth or social media. Customers can use these formats to create a review or use the campaign. #NBandME

Social Media

Twitter would be a key outlet for reaching our target audience and creating the hashtag #NBandME. We’d encourage and engage followers to finish off that hashtag and be creative by saying what heir new balances do for them

Instagram would also be used for the same thing except that it would be image based. We would create a template which they could use, complete the sentence, post it and mention the brand. Influencers would also be key in delivering awareness of the brand.

Facebook would also be used to encourage and generate a conversation, especially engaging the older target audiences.

Using Youtube and creating videos would be another platform with the means to reach the TA by creating inspiring videos with the common theme.

Snapchat would be a key platform to reach more new millennial audiences. Content such as short videos with influential people and celebrities in their new balances using the hashtag, celeb takeovers of the account, and general engaging content.

Examples of Creative Content

Why #NBandME ?

■ The hashtag is personal, engages the consumer, its catchy as it rhymes

■ It can and would be used across all the different social media platforms and the users would be encouraged to engage in the conversation using this hashtag

■ It would be universally recognisable■ #NBandME encourages people to come together and be creative by

coming up with their own

Influencers

Natasha, Pika, Sean, Joshua, Saed, Myles & Connor.