Jansport_small

CURRENT BUSINESS SITUATION 3

Jansport History 4
Mission Statement 5
Previous Marketing Strategies 6
SWOT Analysis
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NEW ADVERTISING PLAN
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Creative Brief
Key Objectives 10
Proposed Creative Strategy 11
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CREATIVE COMPONENTS
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Print Ads
Radio Scripts 14
Televison Storyboards 17
Interactive/Social Media Ads 18
Out-of-Home Ads 20
Other Forms of Advertising 22
Multicultural Ad 24
New Mobile App 26
Sources 27
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• An American backpack brand

• Founded in 1967 in Seattle, Washington by
three friends who shared a love and
passion for the outdoors

• Owned by VF Corporation since 1986

• North Face is also owned by VF Corp.

• Together, Jansport and North Face sell
nearly half of all small backpacks in the
United States

• Jansport’s headquarters is located at VF
Outdoor’s headquarters in California

• Up until the 1990’s all Jansport backpacks
were all made in the U.S.

• World’s largest backpack maker

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“We design our products to
be durable, functional, and
versatile. Whether you’re
headed to a concert, to
class, or going off the grid—
we’ve got your pack.”

“At JanSport,
we strive to help you carry
the stuff you need, where
you need it, in the most
functional, fashionable
way possible.”

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LIVE OUTSIDE Campaign- Phase One (2013)

This campaign was designed to raise brand awareness and reach music fans and
on-the-go consumers using a combination of interactive mobile connectivity and
traditional out-of-home advertising. The campaign was deployed across news-
stands and transit shelters use Blue Bite’s mTAG, which embeds an NFC tag on
the surface of posters and prompts consumers with NFC-enabled smartphones
to tap their mobile device to download and view custom video content created
for JanSport’s campaign, as well as listen to free music from sponsored bands.

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LIVE OUTSIDE- Phase Two (2014-now) 7

TEAK agency created the Live Outside campaign in order to stay true to
Jansport’s heritage, but to identify it with experiences more relevant to
millennials, without abandoning the younger generation of the brands
users. They teamed up with street artists from Brooklyn, San Francisco,
and Sao Paulo to bring the beauty of street art to the urban landscape.

STRENGTHS WEAKNESSES

• Largest bookbag manufacturer • Looked at as an “old” brand
in the world that you only carry in elementary
school or middle school
• Have a strong brand recall
among general consumers • Considered a “back to school”
item, so we need to make it
• Bookbags have a lifetime relevant all year long
guarantee, so they are durable
• Backpacks are boring items that
• Strong use of brand elements, you don’t put much thought into.
especially logo, throughout all We have to convince people that
product categories they are fun and exciting and that
it’s time for them to switch to
a Jansport bookbag

OPPORTUNITIES THREATS

• Reach out to all universities and • Competing backpack brands,
get them to allow Jansport bags such as North Face, which is
to be sold in campus bookstores owned by the same company

• Reach out to high schools • Getting broke high school/
around the country and set up college students to upgrade
marketing events at high schools to a new backpack when they
to gain interests of students, already have one from the past
especially seniors
• Switching student’s mindsets to
• Discover new pack designs and believe that Jansport isn’t just
make them more available to a bookbag brand for kids
consumers.

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WHY ARE WE ADVERTISING?

We want to grow the sales of Jansport backpacks among
the young millennial generation, while retaining the even
younger consumer base we currently attract.

WHO ARE WE TALKING TO?

We are talking to young men and women ages 17-22,
with a focus on age 18. These students have most likely
been using the same bookbag throughout middle school
and high school, and are ready to buy a new backpack
for college that will last them for the next 4 years.

WHAT DO THEY THINK RIGHT NOW?

Our target market currently thinks that Jansport back-
packs are “old” and “not cool” anymore because thats
what they carried when they were younger.

WHAT DO WE WANT THEM TO THINK?

We want our target market to think that Jansport
backpacks are cool and that they will make them stand
out among their peers. The millennial generation is all
about individuality and being different.

WHAT IS OUR GREATEST STRENGTH?

Jansport’s greatest strength is that their products have
a lifetime guarantee and could theoretically be the only
backpack you would ever have to buy.

WHAT’S THE BIG IDEA/MAIN POINT?

Our bags are unique and long-lasting and that’s why you
should choose a Jansport to be your backpack for your
college career.

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1 Increase sales of Jansport in
the United States all through
the year.

2 Target millennials, while also
still attracting their younger
consumer base.

3 Convince millennials to
choose a Jansport backpack
to be their backpack for
college.

4 Spread the word about
Jansport’s lifetime guarantee
and get consumers to buy a
Jansport for this reason.

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Then. Now. Forever.

Reason behind the tagline:
This idea came from the fact that I wanted to express that Jansport
backpacks last forever because of their lifetime guarantee.
Theoretically, the first Jansport backpack you ever bought could be
the only backpack you would ever have to buy again for the rest of
your life.
Ways to implement strategy:
This tagline will be the main theme of the entire campaign.

Most all ads will either:
1) Use the tagline as the main message of the ad itself

OR
2) Use a variation of the tagline that still gets the same point
accross to consumers and the tagline will be included in
smaller font somewhere on the ad itself.
Goals of the creative strategy:
The goal of the strategy is to get young men and women that are
going to college to choose Jansport to be their backpack for not
only college, but for the rest of their lives.

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This ad features two guys from back in the
day with an original Jansport, a young man
sporting his individuality with his Jansport,

and an older man who is excited that he
still has his Jansport. This portrays the fact

that Jansport bookbags will you last
forever, through the years.

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This ad is located in a magazine about
backpacking and hiking. It points out
the fact that no matter whenever it is,
wherever you are, and whatever you’re
doing...that your Jansport will always be
there for you through it all.

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RADIO SCRIPT #1

Eugene: “Son..I got you a backpack today for us to take to the Beatles concert.”
Mark: “Really? A Jansport..that’s far out.”
Deep Voice Overlay: “It was cool back THEN.”
Henry: “Daddy, do you have a bookbag I can take camping this weekend?”
Mark: “Yeah son you can take my ole’ bag from when I was your age. But be

careful with it, this bag was given to me from my dad.”
Deep Voice Overlay: “It’s cool NOW.”
Henry: “Hey Dad. Can I borrow that backpack of yours again? Little Eli is going

on his first camping trip too and I thought it’d be special if he took the
same bag I did on my first trip years ago.”
Mark: “Yes, that’ll be fine. I actually don’t have any use for it anymore if you
would like to pick it up and just give it to him from me. Don’t forget to
tell him where it came from though.”
Deep Voice Overlay: “It will be cool FOREVER.”
Deep Voice Overlay: “Start a tradition that will last forever in your family today
with the purchase of a classic Jansport backpack. Now available at special holiday
prices at select retail stores. It will make the perfect gift for anyone this season.”

RADIO SCRIPT #2

Voice #1: “Your grandma wishes she still had hers. Your mom has lost and found
hers twice. Your older sister just got one. Now it’s your turn. Start a
tradition that will last in your family today with the purchase of a classic
Jansport backpack. Then. Now. Forever. Make it last with Jansport!”

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VIDEO DESCRIPTION AUDIO

1970. Setting: Woodstock in 1969 You hear the sounds of the
Man jumping up and down crowds cheering and the band
in the huge crowd. You see (KISS or ACDC) playing.
him, dressed like a hippie,
with a Jansport on his back.
You see the joy in all the fans
faces as the camera zooms
out.

Plain black screen comes up The music from the concert
and the year 1970 flashes stops and a clicking sound is
on the screen, indicating the made as the year flashes on
past or “then”. screen.

Setting: Crowded Hallway You hear the song American
You see a kid walking in a Kids by Kenny Chesney
huge crowd away from the playing as the kid makes his
camera with a Jansport on way through the crowded
his back. He stands out hallways at school.
because all the other
students aren’t wearing
a Jansport.

Plain black screen comes up The song stops playing and a
and the year 2016 flashes clicking sound is made as the
on the screen, indicating the year flashes on screen.
present, or “now”.
2016.

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VIDEO DESCRIPTION AUDIO

2058. Setting: Rural woods scene You hear sounds of the branch-
You see an older man (age es cracking as he steps over
60+) hiking through the them in the woods and the
woods with a full, worn- natural waterfall sounds of the
looking Jansport on his natural area. You only focus on
back. the peace and serenity these
sounds bring you.

Plain black screen comes up The sound effects from the
and the year 2058 flashes woods cease and a clicking
on the screen, indicating the sound is made as the year
future or “forever”. flashes on screen.

All the old Jansport As the logos pop up on screen,
logos start to pop up on a deep-voiced narrator speaks
the screen and overlap each loudly and clearly says “Then,
other until the last, newest Now, Forever. Make the most
logo appears on screen. out of your bag with Jansport”

Then.

All the old Jansport As the logos pop up on screen,
logos start to pop up on a deep-voiced narrator speaks
the screen and overlap each loudly and clearly says “Then,
other until the last, newest Now, Forever. Make the most
logo appears on screen. out of your bag with Jansport”

Then. Now.

All the old Jansport As the logos pop up on screen,
logos start to pop up on a deep-voiced narrator speaks
the screen and overlap each loudly and clearly says “Then,
other until the last, newest Now, Forever. Make the most
logo appears on screen. out of your bag with Jansport”

Then. Now. Forever.

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Instagram Post

Both of these posts are just simple
statements about how your Jansport
backpack will be there for you through
the years through whatever happens,
just like a best friend would be.

Snapchat Filters

This relatively new social media app has became
extremely popular for people all over the world.
My idea for this ad was that there would be a filter
that you could use on Snapchat that would allow
you to place a bookbag on someone else’s back
in your photo. Once Snapchat becomes advanced
enough, you will be able to change the color of
your backpack also.

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These ads work off of each other, which is why they are placed side-by-side at a bus shelter.
This ad tells viewers not
to doubt that a Jansport
backpack will last forever
because, even if your
pack tears up after 30
years, you can always
get it replaced for free
with Jansport’s lifetime
guarantee.
This ad reiterates what
was said in the first
transit ad by using the
campaign’s tagline
“Then. Now. Forever”.

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This ad features one of Jansport’s Hippy Tree
backpacks from when it was on the shelf to when it is
being used to when it is about to set sail on a journey
called life with the man that bought it. This is meant
to symbolize the long life of a Jansport backpack, and

convince viewers to buy their life companion today.
This billboard features

several colors of the
classic Jansport Right
Pack. It’s meant to show-
case the wide variety of
colors you could choose
for whatever situation

you find yourself in
because no matter the
color you choose, your
Jansport will last forever.

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Newspaper Ad

This ad would be featured in the
“back to school” sale papers that
come out each year in August. It’s
specifically targeting millennials and
younger because it touches on the
fact that they want to “fit in” with
others in general, but be unique
also. By comparing the backpack to
a pair of Nike tennis shoes, it points
out that JanSport is much more than
a backpack, and that its more of a
way of life just like Nike shoes are
much more than a pair of shoes.

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This billboard targets millennials from all over the world.
It is aimed at everyone who desires an active lifestyle

in and out of school. The billboard notes that Jansport
sells its products in 14 different countries, so the con-
sumer base is well representative of the entire world.

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