Presentation on the STAND campaign by Keen footwear to engage youth in sustainability and its brand. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
TRANSCRIPT
Engaging Youth in Sustainability, a Lifestyle, and the Brand
Bobbie ParisiKEEN Footwear
BUILDING KEEN INTO AN
ENDURING BRAND
PRODUCT INNOVATION
CONSISTENT BRAND IMAGE
+ EMOTIONAL CONNECTION+
= ENDURING BRAND
PRODUCT INNOVATION
CONSISTENT BRAND IMAGE
+ EMOTIONAL CONNECTION+
KEEN BEGAN WITH A MOMENT OFPURE VISION
WITH A SIMPLE DESIGN CHALLENGE
CAN A SANDAL PROTECT TOES?
THE ANSWER WAS YES, THE ANSWER WAS
THE NEWPORT
THE NEWPORT WAS THE CATALYST FOR OUR FIRST KEY BRAND VALUE:
HYBRID INNOVATION
HYBRID INNOVATION IS OUR COMMITMENT TOINNOVATION IN ALL THINGS,
TO CONTINUALLY PUSH FOR
IN EVERYTHING WE DO, FROM:INDUSTRY CHANGING EVENTS
OUR CORE PRODUCT LINE: HYBRID.FOOTWEAR
TO OUR HARVEST SERIES BAGS
TO HYBRID.SOX
TO OUR PACKAGING
TO COMMUNICATIONS
TO OUR BRAND EXPERIENCES
REDEFINING THE OUTDOORS
OUR SECOND BRAND VALUE IS:OUR COMMITMENT TO
ANY PLACE WITHOUT A CEILINGWE BELIEVE IN REIMAGINING THE OUTDOORS AS
AN INCLUSIVE COMMUNITYAND BY RECOGNIZING THE OUTDOOR CROWD AS
AND INVITING EVERYONE
BECAUSE WE’RE INSPIREDBY THE WOMAN HANGINGFROM THE SHEER ROCK FACE,
BUT WE’RE EVEN MORE INSPIRED BY THE TRAINERS, FRIENDS, PEERS AND SUPPORTERS WHO HELPED GET HER THERE
OUR THIRD BRAND VALUE:
GIVING BACK
MORE THAN AN OUTDOOR COMPANY
WE ARE
WE STRIVE TO BE A COMPANY WITH A CONSCIENCE,
BY MAKING A POSITIVE DIFFERENCE,GIVING BACK TO THE GREATER COMMUNITY AND
CARING FOR THE ENVIRONMENTWHICH WE ALL SHARE AND DEPEND ON
WE ALSO BELIEVE IN THE POWER OF A BRAND TO
INSPIRE OTHERSTO CREATE POSITIVE CHANGE IN THE WORLD WE
LIVE IN
GIVINGBACK
REDEFINEOUTDOORS
INNOVATION
KEEN
OUR BRAND VALUES
HOW DO WE TAKE THESE 3 CORE VALUES
AND COMMUNICATE THEM TO THE CONSUMER IN A RELEVANT
WAY?
BY COMMUNICATING AN
OWNABLE, DIFFERENTIATED POSITIONING
THAT IS REFLECTED IN ALL WE DO:FROM PRODUCT CATEGORIES TO CONSUMER
COMMUNICATIONS
FOR CONSUMER COMMUNICATIONS, OUR BRAND VALUE, INNOVATION,
BECOMES:
GIVINGBACK
REDEFINEOUTDOORS
INNOVATION
KEEN
CREATE
GIVINGBACK
REDEFINEOUTDOORS
HYBRIDLIFE
CREATE POSSIBILITIES AND EXPRESSYOUR VISION OF WHAT IS POSSIBLE
CREATE
Money Mark / USA Colette Brooks / USA
COMMUNITY OF PEOPLE WHO CREATE POSSIBILITIES
REDEFINING THE OUTDOORS BECOMES:
CREATE
GIVINGBACK
REDEFINEOUTDOORS
HYBRIDLIFE
PLAY GIVINGBACK
HYBRIDLIFE
CREATE
PLAY OUTSIDE AND REIMAGINE THE OUTDOORS
AS ANYPLACE WITHOUT A CEILING
PLAY
COMMUNITY OF PEOPLE WHO EMBRACE THE OUTDOORS
GIVING BACK BECOMES:
PLAY GIVINGBACK
HYBRIDLIFE
CREATE
CAREPLAY
HYBRIDLIFE
CREATE
CARE FOR THE ENVIRONMENT AND ENGAGE WITH CAUSES THAT MAKE A
POSITIVE DIFFERENCE
CARE
The Big Green Bus / USA Zhihai Zhu + 1KG More / CHINA
COMMUNITY OF PEOPLE WHO CARE FOR THE WORLD AROUND THEM
Creating possibilities and express your vision of what is possible.
HYBRIDLIFE IS ABOUT:
Playing outside and reimagining the outdoors as any place without a ceiling.
Creating possibilities and express your vision of what is possible.
HYBRIDLIFE IS ABOUT:
Caring for the environment and engaging with causes that make a positive difference.
Creating possibilities and express your vision of what is possible.
HYBRIDLIFE IS ABOUT:
Playing outside and reimagining the outdoors as any place without a ceiling.
Create, play, and care. It’s a way of life. We call it HybridLife.
TM
THE CHALLENGEBuild brand awareness
Attract younger consumers
Connect with consumers with a message that was consistent
with KEEN values and relevant to them
Create an integrated marketing campaign to inspire people
to get involved with sustainability
Presenter
Presentation Notes
It’s called Stand. We’re looking to encourage and reward people who Stand Up, Out and For Sustainability. (raise hand) Any artists here? Filmmakers? Designers? Painters? Photographers? (throw a t-shirt) You might be eligible. Any adventurers here? Kayakers? Mountain bikers? Climbers? (raise hand…throw a t-shirt) You could be eligible, too. And are there any activists in the house? Recyclers? Organizers? Working to protect the environment? (raise hand…throw a shirt) This could be your lucky day. You’re exactly the people these awards are geared for. We’ve come to your school because you guys have the ideas, energy and passion to make a difference. We want to encourage and reward you for taking a Stand.
STAND DOCUMENTARY
Presenter
Presentation Notes
For STAND UP, we’re looking for creative individuals who communicate the value of sustainability through design, art, photography, journalism or film.
Presenter
Presentation Notes
We’re creating a giant mural with signatures of people who agree with our call to Stand Up, Out and For Sustainability. If you share our passion, come on up and sign this piece of the mural. And talk with us about your ideas. Thanks for your time. And thanks for taking a Stand.
Presenter
Presentation Notes
We’re creating a giant mural with signatures of people who agree with our call to Stand Up, Out and For Sustainability. If you share our passion, come on up and sign this piece of the mural. And talk with us about your ideas. Thanks for your time. And thanks for taking a Stand.
Presenter
Presentation Notes
For STAND OUT, we’re looking for outdoor adventurous people who use their passion for the outdoors to influence change and drive awareness around sustainability.
Presenter
Presentation Notes
And for STAND FOR we’re looking for environmental or sustainability activists looking for help in supporting their non-profit cause, research project or big idea. So now let’s take a look at a film that highlights some great people who are standing up out and for sustainability.
Presenter
Presentation Notes
It’s called Stand. We’re looking to encourage and reward people who Stand Up, Out and For Sustainability. (raise hand) Any artists here? Filmmakers? Designers? Painters? Photographers? (throw a t-shirt) You might be eligible. Any adventurers here? Kayakers? Mountain bikers? Climbers? (raise hand…throw a t-shirt) You could be eligible, too. And are there any activists in the house? Recyclers? Organizers? Working to protect the environment? (raise hand…throw a shirt) This could be your lucky day. You’re exactly the people these awards are geared for. We’ve come to your school because you guys have the ideas, energy and passion to make a difference. We want to encourage and reward you for taking a Stand.
CAMPUS TOUR
Presenter
Presentation Notes
To get all the information, and to apply, just visit our website. If you’re doing something really cool, or are thinking about it and need a little help, send us your plans. We’ve got an amazing panel of judges eager to find the best ideas and reward them with cash. And to inspire your thinking, maybe energize your ideas from people who are already doing great things, we’ve got a short film. We found 9 people in North America who we think are doing a great job of Standing Up, Out and For Sustainability. Take a look, and then we’ll talk some more. [PLAY FILM]
Presenter
Presentation Notes
…if we just start small and think creatively. That’s what we’re doing at KEEN. We make stuff. It affects the environment. Leaves a footprint. We’re responsible for that impact. So to make that impact as small as possible, we’re blending our work and passions into a way of working and living we call hybridlife. It’s our reminder to ourselves to think about the greater impact of all our business practices and decisions. In just a few years, this approach has led to some exciting things.
Presenter
Presentation Notes
There’s Hybrid.Care, which supports a giving-program that funds a variety of environmental and social causes.
Presenter
Presentation Notes
Rethinking small things can sometimes make a big difference. This summer, instead of flying to the a big outdoor industry trade show, a group of us ode our bikes 900 miles from Portland to Salt Lake City. The goal of the bike ride was to raise awareness for the Conservation Alliance, one of our Hybrid.Care partners. Let’s take a look at a quick snapshot of the documentary. [SHOW TRAILER]
NEW YORK FOCUS
Presenter
Presentation Notes
To get all the information, and to apply, just visit our website. If you’re doing something really cool, or are thinking about it and need a little help, send us your plans. We’ve got an amazing panel of judges eager to find the best ideas and reward them with cash. And to inspire your thinking, maybe energize your ideas from people who are already doing great things, we’ve got a short film. We found 9 people in North America who we think are doing a great job of Standing Up, Out and For Sustainability. Take a look, and then we’ll talk some more. [PLAY FILM]
Presenter
Presentation Notes
To get all the information, and to apply, just visit our website. If you’re doing something really cool, or are thinking about it and need a little help, send us your plans. We’ve got an amazing panel of judges eager to find the best ideas and reward them with cash. And to inspire your thinking, maybe energize your ideas from people who are already doing great things, we’ve got a short film. We found 9 people in North America who we think are doing a great job of Standing Up, Out and For Sustainability. Take a look, and then we’ll talk some more. [PLAY FILM]
July 12, 2008
Presenter
Presentation Notes
Announce STAND winners and launch 08 inititative
Presenter
Presentation Notes
We’re creating a giant mural with signatures of people who agree with our call to Stand Up, Out and For Sustainability. If you share our passion, come on up and sign this piece of the mural. And talk with us about your ideas. Thanks for your time. And thanks for taking a Stand.
LEVELS OF EXPERIENCECRITERIA/MEASUREMENT
78,049,240 IMPRESSIONS
ADVERTISING
AdvertisingPrint: 68,354,688 College Newspapers: 2,311,722 College Wild Postings: 100,000Online Advertising: 15,691,415
TOTAL 78,049,240
IMPRESSIONS
PUBLIC RELATIONS
165,000,000 IMPRESSIONS
425,000 IMPRESSIONS
ONLINE
CONNECTIONS
16, 500 CONNECTIONS
1362 SUBMISSIONS
COMMITMENTS
AMA Recognition
Ad Age’s “Marketing 50: Fifty Sharp Ideas and the Visionaries Who Saw Them Through”
To get all the information, and to apply, just visit our website. If you’re doing something really cool, or are thinking about it and need a little help, send us your plans. We’ve got an amazing panel of judges eager to find the best ideas and reward them with cash. And to inspire your thinking, maybe energize your ideas from people who are already doing great things, we’ve got a short film. We found 9 people in North America who we think are doing a great job of Standing Up, Out and For Sustainability. Take a look, and then we’ll talk some more. [PLAY FILM]
