TOMS Shoes and Eyewear: Taking Our Success to the Next Level

Toms Shoes

Slide 1- Objectives

We are looking to provide a resource rich source for our current and potential customers through digital media with a heavy emphasis on social media content. We hope to provide content that meets the needs and wants of our niche market, the 18-24 and 25-29 bracket, while also bringing in our other target audiences including the parent demographic which provides greater access to the 11-17 year old age group.

Slide 2-Tone and Approach


We plan to portray our humanitarian, environmental, and "everyman" principles through our tone and content in our digital media. We are an organization harnessing the creative talents of individuals to spread inspiring messages and products through our apparel and through the One for One movement. We are a company harnessing the principles of our American upbringing with our responsibility to the environment and others through something as simple as a pair of shoes or the gift of sight.

Through our digital media presence, we will represent a company that is empathetic, willing to help, and progressive in policy and design. That is Tom's Shoes and Eyewear.

Slide 3-Keywords for Digital Media Content

The following keywords will be used throughout our content based upon data collected using the Google Adwords Keyword Tool, searching through content currently on our company website, and through staff brainstorming efforts in light of the collected information.



TOMS shoes

canvas shoes

casual footwear

One for One

comfortable shoes

slip ons

TOMS clothes

TOMS sunglasses

Slide 4-Current Social Media Content 

Our current social media offerings fulfill much of what is necessary to reach our current and potential customers, but much of our content can be built upon in order to give a depth to our company.

Facebook, Twitter, FourSquare, Blog, Pinterest: We are currently utilizing all four of these platforms. We will continue to update content frequently with the new blogs being posted weekly and new tweets at least 4 days a week. Facebook will be updated with new content at least twice weekly while also being connected to our Twitter account. FourSquare will be utilized as a means of demonstrating our commitment to the One for One movement, documenting our trips to distribute shoes and eyewear/eyecare. Pinterest will be further utilized as a means of marketing new products and allowing users to pin our products without our direct marketing efforts or appearances of sponsorship.

Slide 5- Additional Social Media Content-->Video

While we currently offer short videos on the "One for One" movement, video content with more of a "behind the scenes" feel would boost our ability to demonstrate the reach of our company. While legal restrictions must be taken into account, more features on the individuals who receive shoes, eyewear, and other medical help through our One for One movement would help create a stronger bond between our company and our customers. Behind the scenes features on our design team and the meaning and inspiration for a variety of TOMS designs in both shoewear and eyewear would also generate more of a connection between our customers and our organization.

Slide 6-Contest

 We would have a design contest in which individuals could submit designs to be used for a limited edition shoe or sunglass through Facebook and promoted through Twitter and the website.

Through My Eyes: In connection with our One for One movement with eyewear, we will encourage users to take a photograph that best demonstrates the world or their life through their perspective. Users will send in their photos and those deemed most inspiring, heartfelt, able to evoke emotion etc, by our creative team will receive a pair of eyewear of their choice for both themselves and they can pick one to send to someone that is part of our One for One partnership in this country or abroad.

Slide 7-Mobile Media

All content will be formatted for proper mobile use. We will also have a "Where is TOMS?" application available free through both the Android market and the Apple Store that will show where our founder and CEO Blake Mycoskie is working when it relates to new products and One for One.

Slide 8-Feedback and Comment Management

Comment management and public relations on all of our social media sites/tools will be outsourced. Monitoring of our brand and mentions in press and outside media will also be handled by our outsourced PR managers. We have instituted a 10:1 comment to response ratio that must be met or improved. All negative feedback on Facebook and Twitter shall be addressed by our PR management by providing contact information for the dissatisfied user and follow up on the situation following one to one contact between the customer and a customer relations representative.

Slide 9-Measurements of Success

We will look at video views number for our vlog channel and website video content, contest entry numbers, blog hits and comments, "pins" of our products on Pinterest, retweets and follower increase rates, shares and fan increase rate on Facebook, and SEO and keyword search results in connection to our organization. We will also utilize Facebook Insights to gauge user engagement. We will then collect data over a week's time to rank users by engagement level in order to more effectively target specific users and meet their needs. 


Slide 10-Budget

As we are very interested in our own content management and incorporating interns into the legitimate workings of our organization, we plan to outsource only moderately to a PR firm. We are estimating our costs at about $700/wk: $2,800/month: $33,600/yr. With the additional $6,000 needed to develop the "Where is TOMS" app with GPS, while leaving room for spontaneous campaigns triggered by popular culture events, our total budget for our digital media strategy is $45,000. This budget allows for us to utilize our staff for content updates and maintenance of the website while allowing our PR firm to handle the more sensitive areas of customer concerns, complaints, and comments while providing some creative content as well.