Caitlin EvansLana Shapiro

Chatherine Wu Lisa Kliman Hales Morris

Claire Bedecarre

brand overview

Hi-Tec is a versatile brand that appeals to all individuals interested in adventure with comfort. The company was founded in 1974 by Chairman, Frank Van Wezel in the village of Shoeburyness, England. The brand began as a shoe for squash and now with 500 employers worldwide in 80 countries, Hi-Tec now has over

500 retail products for sports and the outdoors. Over the years, Hi-Tec has always been known for it’s professional quality in their hiking shoes. Shoes suitable for men and women of all generations to satisfy the

needs and wants for sports throughout ages.“ ”

S.W.O.T

strengths

opportunities

weaknesses

threats

colors in advertising durablequality

faithful clientstrust

brand awarenesssocial media no recent adsno clear message

revamp advertising/ new launchupdate social media

opportunity to focus on one aspect of brand ( incorporate the trust, durability, and quality of shoe)

Other competitors:KEEN MERRELLCOLUMBIA NIKE +brands that focus on outdoor apparel activities

advertising problems

Needs to reach a more expansive audience

Should appeal to more than their faithful customers

Should utilize current trends and technology in the market

Main Issue: Brand Awareness

Current Advertising

Mainly work with print: not much expansion into other mediums

Looks too similar to competitors, does not have a Hi-Tec unique brand message

Needs to advertise more aspects of diversity and brand culture

Majority of people in the Hi-Tec market are unaware of the brand. They are

getting lost under the high impact of advertising from other competitors in

the market

are there issues with the product?

Q: Why is the brand not getting awareness?

Q: Is it the product itself, or an issue of reaching consumers with advertising?

A: Customers are satisfied with the product, highly rated in durability and comfort

60 Day Comfort Return policy to insure a satisfied customer

Issue: Their advertising only speaks to their already existing consumers and doesn’t allow for a greater brand awareness

Need: Highlight those already key success points for the brand in a larger reach

Market/ demographic Q: Where is Hi-Tec sold? Q: Where in the United States?

Featured Online Dealers:Zappos.com

Amazon.comHikingBoots.com

Featured Retail Dealers:Bass Pro ShopsCabela’s/ ReiCampmor

target audienceQ: Who should they be targeting?

Hi-Tec Consumer:

A: - Loyal customers, building on history and commitment to quality-New experienced athletes-Beginner consumers, those who are looking to get outdoors more-Rural areas, express the durability component-Law enforcement Heather is 25 years old

Drives a Nissan ultima hybrid but tries to bike when the weather permits itLives in Pearl District in Portland

In a committed relationship with her partner of 3 yearsFull time job as graphic designer at a local ad agency

She enjoys hiking with her Australian Shepherd every SundayGoes backpacking in Peru for vacation

She puts her body and clothing to the test She couldn’t do it all without her High Tec shoes

main message

Website description: Hi-Tec is committed to making rugged, durable apparel and footwear for work, trails and life, authentically inspired by the real outdoor experience

ManifestoHi-Tec is the brand you want to be submerged in nature with, the brand that is there for you when your standing

alone. When cell reception is far behind, the stars are gazing down at you, you breath in the deep rigid air as you press those last final steps to the summit. Before the rest of the

worlds alarm clocks chime your the one above it all feeling the world come to life and Hi-Tec is who you want to be

there. While your pushing your body to the limits, Hi-Tec is trusted to make sure you can go one step above. They want

you to climb higher, walk stronger, and reach farther.

Hi-Tec, there for you so you can be unreachable

Brand MessageHi-Tec is committed to working with the elements

to create outdoor apparel for all walks on life to get you inspired by adventure with comfort

social media

Main Issue: Not consistentNot giving the brand a voiceNot working as a liaison between brand and customer

Q:How can Hi-Tec better utilize their social media?

1 Work with ambassador, people who can post real time uses of the products

2 Create a larger following by posting more regularly

3 Get familiar with Hootsuite and Hubspot.com [twitter generators]

4 Retweet and follow other brands and stay current with the outdoor industry

297 followers

17,084 followers

3,897 followers

SOLUTION

1

2

3

4

5

Social Media-hire social media specialists-utilize all of the main stream social medias-post frequently and consistently-Real people, real posts-start a hashtag [#LiveHi-Tec][#Hi-TecLife]

Advertising-start a new advertising campaign with utilizing the new brand message-target a broader audience-advance into new mediums, other than print-expand on trust and history-Highlight quality reviews

Web Redesign-create a more user friendly website-highlight videos and other eye catching items first-make an interactive user guide-Utilize images and less words-Enhance blog-Logo redesign

Connect with Consumer-sponsor events -reach out to beginners-attract personal stories about real people with real connections to the brand-collaboration with other popular outdoor brands [i.e. energy bars, GoPro] to help promote brand awareness -Classes: efforts to teach people how to get into the outdoors

Consistency-Shot term and long term

goals to raise brand awareness and increase

revenue

-Expand on these four steps to reach a broader

audience, including a younger generation

-Stay relevant in a time where the market of

outdoor brands is growing

logo redesign