1. Comm 4320 | Fall 2016
Dr. Tindage
Project 2
Lauren afenir | Aaron Demirci | Carlos Hernandez
Marcela Mancia | AlejANDRA Trujillo

2. | 1P a g e
Table of contents
Creative Brief…………………………………………………………………………………………2
Target Audience Segmentation (Incl. Research) ………………………………………..………3
Demographics……………………………………………….………………………………………….3
Benefits Needed……………………………………………….………………………………………..3
Uses……………………………………………………………………………………………………5
Buying Process……………………………………………………………………………...………….6
Buying Frequency …………………………………………………………………………..………….6
Brand Sentiment…………………………………………………………………………..……………7
SWOT Analysis………………………………………………………………………...…………….8
Competitive Analysis………………………………………………………………...………………9
Mission Statement………………………………………………………………….………………10
Vision Statement……………………………………………………………………………………10
All Creatives…………………………………………………………………………………………11
Instagram…………………………………………………………………………...…………………11
Facebook………………………………………………………………………...……………………11
Justification for Artwork………………………………………………………………………………..13
Media Planning……………………………………………………………………………………..14
Media Execution……………………………………………………………………………………15
Budget………………………………………………………………………………………………...15
Timeline……………………………………………………………………………………………….15
Call Reports…………………………………………………………………………………………16
Appendix A………………………………………………………………………………………….19
Appendix B….………………………………………………………………………………………21

3. | 2P a g e
Creative Brief
Overview
o We are looking to rebrand JanSport in order to increase sales among college students.
JanSport backpacks are extremely popular with K-12 students and we want to have that
same popularity with college students in the U.S.
Background/ Summary
o Client: JanSport
o Product: Backpacks
o Services: Lifetime warranty, creating backpacks for multiple uses
Competitors
o Other brands that are considered to be direct competitors for JanSport and their product
are: The North Face, Herschel, Victoria Secret PINK Backpacks. Any brand that sells good
quality backpacks and bags is considered a competitor, not only based on their styles,
creativity, message and mission, but most importantly because of the prize.
Product
o Features:
Warranty for life.
o Benefits:
Consumers have the benefit of replacing the JanSport backpack they currently
own with another backpack.
Audience Information
o Target Audience: College Students
Message
o “Backpacks as classic as you.”
Tone
o Stylish, Fun, Affordable, Modern, Trendy
Visuals
o One of our goals was to create ads that showed JanSport’s classic backpack in the
forefront through the use of eye-catching colors. By keeping JanSport’s recognizable logo
and adding a mountain that differs from the mountain that has previously been used in
other versions of their logo, we ensure that our target audience will still recognize the logo
that they are accustomed to seeing.

4. | 3P a g e
Target Audience Segmentation (Including Research)
Demographics
o As a result of our survey we know that 100% of our audience is made up of people that are
in 18-25 ages. As we understand that this number does not reflect the complete audience
out there, it happened to be the age demographics in Cal State L.A and we strongly
believe it is a good representation of JanSport brand consumer.
Benefits Needed
o Large portion of our audience make decisions based on price. As expected, quality has
also played a big role as well as the use of the product. 55% of our audience agreed that
they would buy a backpack only if it’s on sale.
18-25
100%
Age Groups
STRONGLY
DISAGREE
0%
DISAGREE
19%
UNDECIDED
13%
AGREE
55%
STRONGLY
AGREE
13%
I WOULD BUY A BACKPACK ONLY IF
ITS ON SALE

5. | 4P a g e
Benefits Needed (Cont.)
o Most students agreed that JanSport made affordable and high quality backpacks
STRONGLY
DISAGREE
0%
DISAGREE
1%
UNDECIDED
26%
AGREE
73% STRONGLY
AGREE
0%
JANSPORT MAKES AFFORDABLE
BACKPACKS FOR STUDENTS
STRONGLY
DISAGREE
0%
DISAGREE
1%
UNDECIDED
1%
AGREE
83%
STRONGLY
AGREE
15%
JANSPORT MAKES HIGH QUALITY
BACKPACKS

6. | 5P a g e
Uses
o Among our target audience, a majority of participants said they would prefer a backpack
over other alternatives (such as purses, messenger bags, etc.).
o As far as the purpose of use goes 47% replied School followed by travel 26%, work 12%, and
gym 15%.
BACKPACK
99%
MESSENGER
BAG
1%
DUFFLE BAG
0%
PURSE
0.40%
BRIEFCASE
0%
I PREFER A...
SCHOOL
47%
GYM
15%
TRAVEL
26%
WORK
12%
WHAT PURPOSES DO YOU USE YOUR
BACKPACK FOR

7. | 6P a g e
Buying Process
o A large portion of our participants have said they would shop online when they look for a
bag. 42% agreed and 24% strongly agreed they would be online shopping.
Buying Frequency
o 39% of the participants said they would change their bag within 1-2 years and 35% within
2-5 years which covers the majority.
STRONGLY
DISAGREE
1%
DISAGREE
19%
UNDECIDED
14%AGREE
42%
STRONGLY
AGREE
24%
I WOULD USE THE WEB WHEN BUYING A BAG
0-6
MONTHS
12%
1-2 YEARS
39%
2-5 YEARS
35%
OTHER
13%
HOW OFTEN DO YOU CHANGE YOUR
BACKPACK?

8. | 7P a g e
Brand Sentiment
o 87% of the respondents claimed to have owned a JanSport bag in the past and 65% of
those who have owned claimed to be satisfied, additional 20% extremely satisfied.
YES
87%
NO
13%
NOT SURE
0.50%
HAVE YOU EVER OWNED A JAN SPORT
BACKPACK?
VERY
DISSATISFIED
15%
DISSATISFIED
0%
SOMEWHAT
DISSATISFIED
0.50%
SATISFIED
65%
EXTREMELY
SATISFIED
20%
IF YOU HAVE, HOW SATISFIED WERE
YOU?

9. | 8P a g e
SWOT Analysis
Objective
Our mission is to bring more sales, profit and awareness to the JanSport Brand.
Research
In 1967, Skip, Murray, and Jan started creating these “Packs”, sold by Skip, designed by Murray and hand
sown by Jan in Seattle. These three individuals are the ones who created this company and whose dream
now continues. Backpacks are used all over the world by travelers, students, athletes and professionals.
JanSport is a brand that carries products for every type of customer. Features like their multiple designs
and a lifetime guarantee are some of the many reasons why this company has been able to succeed for
over 50 years. JanSport’s story not just begins with the creation of a product but it also carries the legacy of
commitment and hard work, from committing to name the brand after Jan, Murray’s girlfriend, to making
sure their product can last a lifetime. JanSport is very successful and continues to reinvent itself year after
year.
Strengths Weaknesses Opportunities Threats
Backpacks are under a
lifetime warranty
Not selling to college
students
Selling to more college
students
Other companies that
are more popular among
college student, such as
Hershel and Northface
JanSport is an
international brand
There is not much
advertising
Advertising on social
media
Much cheaper
alternatives from such
stores as Forever 21,
Target, etc.
Backpack styles cater to
different ages and
personalities
Advertising is limited to
stores and not on social
media
Use social media
marketing rather than
just posting pictures
from consumers who
use the hashtag
“#lifeunzipped”
Not creating popular
styles and making it their
own
Multiple and great
quality designs
Lacks popular backpack
styles that consumers
may find more appealing
Promote their products
at school events
Supports and Sponsors Give access to discounts
Economic—backpacks
are priced reasonably
Promote the lifetime
warranty
Company is family
oriented

10. | 9P a g e
Competitive Analysis
Strengths Weaknesses
JanSport Prices are affordable
“Classic” style is timeless
Timelessness caters to
customers of different
ages and personalities
Lifetime Warranty
International Brand
Does not sell much
among college students
and young adults
Not much advertising in
terms of social media and
is mostly limited to in-
stores
Lacks styles that
consumers may find
appealing
Herschel Over 26 different styles
(shapes) for customers to
choose from
Fine regard to detail
Designs include options
for both children and
adults
Prices are very high and
not affordable for many
Average price for a
backpack is ~$100
Northface Over 45 years of success
Does not just focus on
backpacks. They have
other products as well.
Backpacks durable for
sports
Sponsors Sports
Simple and durable
Price is economic,
backpacks average at
$50 per backpack
Not many different styles
Appeals to older
audiences and not much
to young adults
Some designs are very
child-like

11. | 10P a g e
Mission Statement
Our mission in working with the JanSport backpack company is to help them rebrand into a company that
can be seen as timeless. For over forty years now, students, hikers, and others from around the world have
continued to enjoy our lifetime warranty product. Many K-12 students love the JanSport backpacks but as
they grow up and move into college, they do not use JanSport as often. We want college students to want
to continue to buy, use, and love JanSport just as they did when they were younger.
Vision Statement
People always have those moments when they reminisce on younger self. Sometimes you even sit and
wish you were a kid again. Through the photos and media that we are using for our public relations
campaign we hope to entice those exact feelings within our target audience. We hope to show through our
images that the same backpacks that got you to college will be what gets you through college. Not all
backpacks are timeless and not all backpacks can last you a lifetime but JanSport can.

12. | 11P a g e
All Creatives
Copy: “Backpacks as classic as you”
Instagram
Facebook (Frame by Frame)
Copy: “From Junior high”; “To College”; “Backpacks as classic as you”; “Visit www.Jansport.com”; “To learn
more about our lifetime warranty”
1. 2. 3. 4.
5. 6. 7. 8.

13. | 12P a g e
Facebook (Frame by Frame Cont.)
9. 10. 11. 12.
13 14. 15. 16.
17. 18. 19. 20.
21. 22. 23. 24.
25. 26. 27. 28.
29.

14. | 13P a g e
Justification for Artwork
For the purposes of following our mission and vision statement, we chose to keep the artwork simple and
eye-catching. In terms of the Instagram ad, by focusing on the red classic design of the JanSport backpack,
consumers’ eyes are meant to focus in on the backpack rather than what’s going on around it. Also, the
opening of the backpack is a nod to JanSport’s “lifeunzipped” hashtag on social media. We chose to do this
picture for Instagram because of the bright color of the backpack, which is meant to catch the consumer’s
eyes, because of the nature of Instagram and a lot of pictures can be overlooked. By placing such a bright
object in the middle, Instagram users are more likely to stop and take a look at the picture rather than glo
Secondly, in terms of the Facebook ad, which ties more into the copy of both ads (“Backpacks as classic as
you”), we chose a GIF to play on a loop on the side bar of the Facebook website. The pictures used in the
ad are a nod to the lifetime warranty benefit of JanSport. Because of this benefit, consumers can continue
to use JanSport backpacks for their lifetime. Also, the presence of the JanSport logo in nearly each frame
of the GIF is to ensure that consumers know specifically what brand they’re looking at.

15. | 14P a g e
Media Planning
Instagram
(Jul-Sept)
Facebook
(Jul- Sept)
Instagram
(Mar)
Facebook
(Mar)
Total
Click
Through Rate
(CTR)
0.9% 0.9% 0.9% 0.9%
Cost Per
1000
Impressions
(CPM)
$5.99 $5.78 $5.99 $5.78
Amount of
Impressions
116,861,000 25,951,557 91,819,699 17,301,038 251,933,294
Expected
Website
Traffic
1,051,749 233,564 826,377 155,709 2,267,399
Cost Per Ad $700k $150k $550k $100k $1.7million

16. | 15P a g e
Media Execution
Budget
For this rebranding we set a lifetime budget of 1.7 million. 1.45 million dedicated to Instagram
advertisements and 250k to be distributed to Facebook banner ads. These platforms were selected in order
to achieve mass awareness and to convert this website traffic into sales during the back to school season.
Timeline
Two different ads will run simultaneously through Mid-July through the end of September in 2017. A second
run will run through the month of March 2018. These times were selected to coincide with back to school
sales.
2017-2018
JUL-SEPT OCT-DEC JAN-MAR APR-JUN Spending Total
$250k
$1.45 million
October
2016: Start
research
on
JanSport
(client)
October 5
2016: Start
surveying
target
audience
October 19
2016:
Photoshoot
for ad
October
21 2016:
Creation of
ad
October 23
2016:
Media
Planning
and budget
finalized
October 27
2016: Pitch
to client
July 16
2017:
Back-to-
School ad
release
March 18
2018: Final
ad run for
Spring
semesters

17. | 16P a g e
Call Reports
Call Report #1
Account Manager
Lauren Afenir
People Attended
Aaron Demirci
Alejandra Trujillo
Carlos Hernandez
Marcela Mancia
What You Discussed
Types of mediums that relate to our campaign: print ad, commercial, internet sponsorship, and
online banner.
We decided on our two mediums: Internet sponsorship and Internet Banner
What should our message be? Ideas; through the ages, all American
Call reports: we need a total of three
Mission Statement
What To Do Next
Call Report #1
Creatives
Change our tone: timeless
Message: Life Unzipped
Target Audience segmentation
Mission statement
Vision statement

18. | 17P a g e
Call Report #2
Account Manager
Lauren Afenir
People Attended
Aaron Demirci
Alejandra Trujillo
Carlos Hernandez
Marcela Mancia
What You Discussed
What are we missing?
photos for our media
timeline
budget
what websites do we want to promote on?
vision statement
What To Do Next
Surveys
Ideas for creatives

19. | 18P a g e
Call Report #3
Account Manager
Lauren Afenir
People Attended
Aaron Demirci
Alejandra Trujillo
Carlos Hernandez
Marcela Mancia
What You Discussed
Visuals
Hashtag, should we have one or not?
What are we missing? Visual justification, media planning
Slideshow order, what we should discuss in our slideshow?
What To Do Next
Slideshow
Buy the binders

20. | 19P a g e
Appendix A: Survey 1
1. What is your gender
Female
Male
2. Are you White, Black, or African-American, American Indian or Alaskan Natvie, Asian,
Native Hawaiian or other Pacific Islander, or some other race?
White
Black or African-American
American Indian or Alaskan Native
Asian
Native Hawaiian or other Pacific Islander
From multiple races
Some other race (please specify) [write in answer]
3. What is your age?
18-24
25-34
35-44
4. How often do you change your backpack?
0-6 months
1-2 years
2-5 years
Other (please specify [write in answer]
5. Have you ever owned a JanSport backpack?
Yes
No
Not sure
Other (please specify) [write in answer]
6. 6. If you have, how satisfied were you?
Very dissatisfied
Dissatisfied
Somewhat satisfied
Satisfied
Extremely Satisfied
Other (please specify) [write in answer]
7. In comparison to the quality of the backpack price, price is…
Extremely important
Very important
Moderately important
Slightly important
Not at all important

21. | 20P a g e
8. What would make you more likely to buy our new product? [write in answer]
9. If you are not likely to buy our new product, why not?
Do not need a product like this
Do not want a product like this
Satisfied with competing products currently available
Cannot pay for a product like this
Not willing to pay for a product like this
Other (please specify) [write in answer]
10. What do you like most about competing products currently available from other
companies? [write in answer]

22. | 21P a g e
Appendix B: Survey 2
The following questions and statements were answered as either of the following: “strongly disagree”,
“disagree”, “undecided”, “agree”, or “strongly agree”.
1. JanSport is a popular brand among students?
2. JanSport makes high quality backpacks
3. JanSport makes affordable backpacks for students?
4. I prefer backpacks over messenger bags
5. I would buy a backpack if it is popular
6. I would buy a backpack if it is functional
7. JanSport needs a new line of backpacks
8. JanSport needs more advertising
9. I would buy a backpack only if it is on sale
10. I would use the web to search for backpacks