1. TOMS Digital Marketing
Strategy
By Ardella Williams

2. Understanding TOMS
A for-profit company based in
Santa Monica, California that
operates as a one for one
company. TOMS was established
to help eliminate suffering for many
children that go shoeless
everyday. Not only providing
children with a pair of shoes to call
their own, but an opportunity for
shoppers to get involved in the
spirit of giving. For every pair of
TOMS shoes that is sold, one is
given to a child in need year round.
Since 2006, TOMS has given away
over one million pairs of shoes in
25 countries.
Photo: TOMS

3. GOALS
 The goals for the Kids for Kids campaign is to:
 Share the message of TOMS globally
 Create a fun and educational opportunity for students
around the power of giving
 Provide a resource for teachers to educate students
 Offer an opportunity for students to get creative
 To increase the number of women and youth TOMS
shoes sold
YouTube Clip: http://www.youtube.com/watch?v=zrKYUf5mNhA

4. Kids for Kids Campaign
 The Kids for Kids campaign rules and regulations are:
 Eligible for Kindergarten to 8th grade classes
 Each registered class must submit:
 A lesson plan geared around TOMS Kids for Kids
Young Learners document
 A class video expressing how they give back to the
community

5. Kids for Kids Campaign
continued
 After the contest sends, TOMS
will pick 10 finalists. Each class
will be notified in person by a
TOMS representative, much like
the Ticket to Give experience.
 Grand Prize consists of:
 Winning class spends a day at
TOMS Headquarters in Santa
Monica, CA
 Meet founder, Blake Mycoskie
 Class picks where the next load
of TOMS shoes are given
Photo: TOMS

6. Marketing Strategy
Photo: Minstryservingministry.com
Google Adwords
Kids for Kids marketing strategy is Using Google Adwords our keyword terms
comprised of four groups: are: contest for kids, toms contest, and
global giving
 1. Text and Display AD 1: Target Audience: Teachers, Parents,
advertisement and children
 2. SEO/Google Keyword(s): contests for kids
Adwords/Analytics
Budget: $1600 (for 3 months)
 3. Social Media Networks
(Facebook, Twitter, Instagram, Sample Ad Script:
Google+, and YouTube)
TOMS Official Store: TOMS.com
 4. Audio and Video Driven
Action Join our Kids for Kids contest for grades K-
8. Learn about giving and our one for one
model.
www.toms.com/kidsforkids

7.  Facebook
 Will create a Facebook Page that will provide additional information for
teachers/parents for the class contest.
 Twitter
 TOMS twitter account will include tweets about the competition and how
classes are doing so far.
 Instagram
 Classes will be encouraged to send in pictures of what they’re learning and
are doing to support the global community. Staff will Instagram pictures of
the winners and the grand prize winner.
 YouTube
 Used to create a promotional contest/campaign video and document the
winners for the contest.
 Google+
 Will be used to announce new exciting news about the contest first.
 News/Talk shows
 Arrange to have Blake to announce the new contest to get more classes
involved.
YouTube clip: http://www.youtube.com/watch?v=57TOTx5UEpA

8. Budget
The overall estimation of the Kids for Kids campaign is $118,740. Expenses
consist of:
Video Promotion $64,000
Video Production $5,000
Paper Advertisement $10,000
SEO/Google Adwords $5,000
Travel Expenses $24,740
Agency Strategy $8,000
Strategy Measurement $2,000
Total Estimation $118,740

9. Key Performance Indicators
Our goal through the company is to educate students about the
power of giving and increase the number of TOMS women and
youth shoes sold throughout the contest.
 The Key Performance Indicators (KPI) for the Kids for Kids
Campaign are measured by:
 Number of contest applicants
 Change in online sales for women's and youth shoes compared
to pre-campaign numbers
 Kids for Kids Facebook page likes
 Increase in photos shared on Instragram via #TOMSkids
 Google Analytics: Track keyword searches, ad checks, website
traffic, TOMS blog website traffic, and social media interaction

10. Final Thoughts and Questions
 With Kids for Kids, our goal is to reach the parents
especially mothers, teachers, and children (5-13 yrs)
who want to help educate students about the power of
giving. Our plan will consist of a digital marketing
strategy to build excitement for TOMS women's and
youth shoes. The effectiveness of this campaign will be
measured using Google Analytics to increase the sells
and exposure of TOMS to a younger audience. With a
budget of $118,740 we hope to increase exposure for
TOMS and create a memorable experience for
students.
YouTube Clip: http://www.youtube.com/watch?v=lQQqvAdqgNo