The You Can JUST DO IT Campaign - The You Can JUST DO IT...

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The You Can JUST DO IT CampaignRWS 290MerriamTeam NikeHalle Lawnhurst, Joey Hiscocks, Maggie GravesExecutive Summary The proposal we will be writing will be discussing a marketing campaign for Nike. This campaign will target everyone, but aim to promote all body types in hopes of reaching a new demographic.We feel that Nike’s primary market is highly competitive athletes. This leavesout many people which Nike could be selling their product to if they simply marketed some of their products differently. People may feel that since that are not at that level of athletics the product is not for them. When really being active is achievable by everyone.The solution is creating a marketing campaign to emphasize that all physical activity, of any skill level, is beneficial to a healthy lifestyle. Our marketing strategies would include body positive messages and use models of various shapes and sizes to wear the apparel. Body positive is a popular trend, especially on social media, that shows self-love does not come with certain physical characteristics. We would utilize mainly social media in our campaign to connect to our market.
The new demographic, people who may not consider themselves “athletes”, will be drawn to Nike and their new cause which would increasing sales. People themselves will benefit because wearing active apparel will motivate them to improve their health. We aim to push the message that it isn’t abouta certain look people need to obtain but rather to love themselves through a healthy lifestyle. Overall, our goal is to improve the health of others while pushing Nike’s mission to equip people with active wear.Introduction In the current global economy, large corporations are experimenting with new marketing strategies in order to promote sales and increase revenues. Nike has been one of the ground breakers in a multitude of different marketing campaigns that have promoted their brand in creative and different ways.Recently, Nike released the #betterforit social media campaign, which was received with both positive and negative responses. The main critique was surrounded around the fact that although Nike was empowering women with “real” models, the women they were featuring in the campaign were all of the same look and build and could have very well been paid models. The purpose of our proposal is to showcase the “You Can JUST DO IT” campaign, which will aim to further expand Nike’s market by creating a marketing campaign that addresses consumers reluctant to buying NIke apparel because they believe it does not suit them. This includes promoting varying body types, fashionable aspects, and overall health. This campaign responds to the need of large corporations ever present need to increase sales and generate revenue.

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