Ad Synergy

1) Abercrombie & Fitch


This ad was part of the Abercrombie & Fitch rebrand that occurred in 2016. The ad does a nice job bringing together the brand name and logo and tieing it in with a cool beach scene (also using the color of the jacket to match the logo color). The youthful-looking couple sitting on a “well lit” truck enjoying each others company. A spot that one might be envious of and want to enjoy themselves. Without tieing in the two together, the branding and name don’t evoke much emotion. Similarly, the truck and the couple would be an empty scene. Together, they create a cool and desirable atmosphere.

2) American Eagle


This American Eagle would be a collective mess of youth without the aid of the text. The text adds a sense of unity and togetherness, “We the People”, sharing in a community of like-minded, fun-loving, good-looking youthful jeans wearers.

3) Forever 21


Forever 21’s Greyscale campaign was designed to emphasize and illuminate the many tones of gray. The ad however, does not mean much if the text is not accompanying the picture that is set off-center. The combination of the two effectively let the reader know about the line while also adding context visually with the model/outfit.

4) H&M

h and m

A pretty simplistic ad with a powerful message. The “Go Green Wear Blue” line was created with the idea of creating fashionable clothing using sustainable fabrics and processes. Neither the text or the picture are particularly meaningful but together, the symbolize a commitment to responsible manufacturing.

5) Express


Sex appeal, powerful quote, sheek style and color tones. Together, a strong statement is made by Express about their style intentions – Glamour.

References (in order of appearance):

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Journal 3 – Visual Based Ads

This third journal looks into visual based ads that rely on the quality of the image to relay the company’s message rather than relying on text.

1) Allen Solly

allen sully

Yes, there are words but they are more for effect than for product description. This ad does a nice job of emphasizing the model and clothing through the use of color and shading. The model showing a defiant look and pose against a tan/gray background/whitespace lets the pink and black pop and has a nice contrast against the yellow vandalism…The lines of the wall and the fence effectively draw attention to the center of the ad where the model is positioned.

2) RIG Utility Clothing

rig clothing

RIG’s Brave New World line looks to pull the viewer in and open their imagination. The use of rich colors and artistically creative background do an effective job of sparking the imagination. Though much is going on, the use of light and color pull the eyes back to the central model and the clothing.

3) Dolce&Gabanna


So, maybe not a direct competitor of The Gap, this ad caught my attention none the less. Relying heavily on sex appeal, the ad offers a seldom seen and bold spin on what is typically relied on in ads; male with female and/or female with female. As for the ad itself, effectively displays the clothing as that to be worn by the fashionable and the attractive.The ad is diversity-forward and respectfully bold. Potentially a big risk from a marketing standpoint as social backlash could be felt.

4) Club Monaco


A simple and clean yet effective use of white space behind the black and white clothing giving a pop to the dark colors. Though not centered, the models are still able to pull the attention of the ad. The body positions, hands in pockets and cool effectively relay the vibe. A subtle hint of sex appeal keeps the interest on the models and clothing.

5) Williams and Son

williams and son

Great use of color and tone creating clean lines. The deep colors and contrast effectively show off the elements of the outfit without overwhelming the viewer. A simple ad that says a lot through the classic, old-style looking vehicle and model’s stare into the foreground. Presents a very cool yet relaxed vibe, a place where someone would want to be.



References (in order of appearance)

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Retrieved 4/12/2017 from


Inspiration Journal #2

1) Bayo Clothing


Where to start…The gist of the message is that someone of (mixed) Phillipino lineage is world class and destined for success. As such (mixing) your styles brings clothing success. Some credence to the fact that this is a Phillipino company and (sort of) promoting Phillipinos. However, the ad is too wordy, the print is too small and the ad does very little in terms of incentivising a reader to spend much time on the page. This all in addition to the fact that someone of Phillipino descent could be very offended by the fact that they could only be world class IF they were “mixed” with another race.

2) PRJon


Nice use of color to draw attention to the main theme – discounted clothing (pink vs. white). Text is to the point. Usage of the text and the model draw you fluidly from the top of the ad to the bottom (or bottom to top if you follow her elbow). Pink and White on Black adds a nice contrast – classy look.

3) KMart


Probably not a direct competitor in some aspects, mainly cost, but I love this ad. Fun font used and a message that speaks to an effective message, lasting style (very similar to what I have been envisioning for Gap). Spacing and positioning of text almost like an arrow pointing down the family having a great time.

4) Nike

nike women first

Some to like and some not to like. I like the voice/tone of the message. Boldly stating Women First, focus on you!! I hate the placement of the text however as the “L” of Ladies is blocked when the text is the focal point of the ad. The clothing is really secondary to the message even though it was pulled forward.

5) Abercrombie


I have a lot of trouble deciding if I like Abercrombie & Fitch ads. Really cool use of color for the logo against the background. The white of the message flows nicely from the A&F of the logo. The placement of the text next to the models flows nicely from left to right. Even a personal dislike of the clothing doesn’t prevent me from moving across the entire ad. Effective use of clothing color against gray background.

References (in order of picture)

Retrieved 4/5/2017 from

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Inspiration Journal 1

The following brands are ones that I found to do an effective job of reaching out to their target audiences through either ad or branding:

1 – Forever 21

lookbook_slide_1“Edgy” in a nerdy sense. The contrast of the pink against the gray creates an attractive contrast. The clothing and model fit the demographic and style being presented. It’s not easy to make a cardigan look like cool but they pull it off here.

2 – Nike


This is a cool ad as it shows the intelligent side of marketing. The clothes are “fine” and really not even the primary sell. Knowing that their market is active, the ad speaks to goal setting and accomplishment, a common theme for those who work out. Good incorporation of the hashtag to encourage follow-up by the viewer.

3 – Old Navy


A couple of things that I really like about this ad. Good use of colors to add pop against complimentary background colors. Secondly, the use of a bi-racial family is both bold and respectably progressive. It’s unfortunate that in 2017 that this would still generate conversation but the reality is that it does and this ad did just that.

4 – Abercrombie


The brand front and center next to the clothes that offer great contrast against the chrome background. Clothes aside, the ad just looks cool. Douche guy wearing a cool outfit, looks exactly how the target demographic wants to look.

5 – American Eagle

american eagle

Brands like AE are looking to sell a lifestyle in addition to the clothing. Don’t just wear it, experience the cool that comes with wearing the clothing.


In order of photo

Fleet Feet & CRM

CRM Programs

To reach sales aspirations, a company must first attract and win with current and potential customers.   Integrating a Customer Relationship Management system is one method that a company can employ to begin making measured and calculated decisions with regard to its customer base. According to Margaret Rouse of TechTarget, Customer Relationship Management involves “practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth” (Rouse, 2016). This can be completed through data collection via customer website visits, newsletter subscriptions, sales interactions, and so on.

Fleet Feet does not provide information specifically relating to a Customer Relationship Management system being use. However, they do collect data through number of means that could be believed to be used in conjunction with the compilation of customer metrics. When purchasing from their website, or in-store, Fleet Feet gathers customer data such as name, address, phone number, and email address. Additionally, Fleet Feet’s website privacy statement states that visitor data is collected through the use of cookies and the use of Pixel Tags which track the activity of a visitor while on the website. The collection and integration of this data can help Fleet Feet to better predict client activity, buying habits, seasonal fluctuations, product demands, and other consumer preferences.

Customer Service Policies and Customer-Facing Business Processes

Fleet Feet is top to bottom, a customer-experience centric business. Fleet Feet’s business model is built around making the experience “fit” each individual client. From Fleet Feet’s Value Statement (2016):

At Fleet Feet Sports, you will find a welcoming environment where runners, walkers and fitness enthusiasts of all abilities receive unparalleled service and support. Fleet Feet Sports’ mission is to help you find the right ”FIT” in every facet of your active lifestyle.
Whether you walk, run, or simply need a good fitting pair of shoes, the educators at Fleet Feet Sports will work with you to evaluate your foot’s gait and natural biomechanics to help you select a shoe that offers the best fit and function for you.
Fleet Feet Sports is committed to enhancing and growing our local running and walking communities, and offering educational resources and training opportunities to assist you in achieving your fitness goals. Each store is locally owned and operated. Please visit the locations page to find the Fleet Feet Sports family in your community.

The goal being to make the experience as unique as the runner walking in the door. This requires a commitment that is more than just talk, it has to be demonstrated with each client in order to be believed. An in-store visit to purchase shoes, for instance, can involve the sales rep offering specialty socks and a treadmill to try out the shoes so that the customer truly gets a feel for the fit and comfort of the shoe.

Website Navigation

According to, there are 3 notable components that should be present in order for a company’s site to be user-friendly; Concise Content that is Readable, Effective Navigation, Site Speed (Angelova, 2014).

  • Concise and Readable – Fleet Feet’s website does a very good job of taking a visitor from the top of the page to the bottom. Effective use of white space amongst a number of pictures and links prevents the page from feeling cluttered despite the number of products pictured. Font size is adequate but not obnoxious or overwhelming. The color choices are attractive and desirable.
  • Effective Navigation – Clear navigation through large drop tabs makes it very easy to navigate to a desired product. Quick links are available to easily navigate to any of their Social Media platforms (Facebook, Twitter, Snapchat, YouTube), Customer Service, and Store Location. An easily located “shopping cart” keeps a tally of items tagged for purchase and offers a quick link to checkout.
  • Site Speed – Instant tab drop-downs, less than 1 second to execute click-throughs, dynamic and instant page resizing to fit screen adjustments. The site does an excellent job of keeping up with a client’s short attention span.

Current Article on CRM

In an article offered by the Harvard Business Review online, they outline 4 Perils to avoid with regard to CRM:

  1. Implementing CRM before creating a customer strategy: A Customer Relationship Management system will only be as good as the research that was completed prior to implementing it. Meaning, a company such as Fleet Feet would need to define their target market and client base in order to effectively leverage a CRM system.
  2. Rolling out CRM before changing your organization to match: A corporation must integrate a customer focused business model in order for a CRM system to be effective (don’t just say it, show it). Fleet Feet has done an excellent job of not only talking the talk, but walking the walk. The customer purchase experience is top notch and they truly seem to live thier values.
  3. Assuming that more CRM technology is better: Data gathered through employee-client interactions can be as useful as metrics gathered online or through purchase orders. Fleet Feet can gain useful data by talking to customers about product likes and dislikes, getting feedback on services practices, and asking customers about likes and dislikes of competitors.
  4. Stalking, no wooing, customers: Understand the needs and desires of the customers in order to ensure that offerings line up with customer wants, not just their own. Fleet Feet should be cognizant of running trends, customer demands, seasonal affiliations, and corporate partnerships to ensure that they are meeting the needs of clients and business relationships.


Angelova, V., (2014). 3-Tips to make your website more user-friendly. Retrieved from

Reicheld, Schefter, and Ribgy (2002). Avoid the 4 perils of CRM. Retrieved from

Rouse, M., (2016). Customer Relationship Management (CRM). Retrieved from


Fleet Feet Website Advertising

Fleet Feet does not advertise for other running stores on its site. After all, why would they? Fleet Feet specializes in selling running shoes and apparel, so it is not in their best interest to promote other similar specialty stores. What Fleet Feet does do, however, is have a clickable title on their landing page entitled “Brands”. Under the Brands heading is a pictorial list of brands that Fleet Feet “loves.” Those brands include: Adidas, Nike, Saucony, Garmin, Mizuno, and Brooks. These are some of the most well-known and popular sports shoe and apparel brands. Fleet Feet describes its relationship with their “loved brands” as a partnership. They go on to describe the value that they gain from this partnership. These brands do such things as sponsor training programs at Fleet Feet and host in-store events at Fleet Feet. In this way it’s not hard to imagine that both Fleet Feet and the different brands have something to gain from this partnership. Fleet Feet gets sponsors and the brands get more exposure from one of the preeminent running store franchises in the country.

Fleet Feet offers a variety of products, but all of the products focus on one cohesive theme: running. Products include the obvious things, like specialty shoes for running and trail running, as well as clothes one might need to run recreationally or during a race. But Fleet Feet also offers products that complement the running lifestyle. Things like gel packs, compression socks, sunglasses, headwear (including headlamps for nighttime or early morning runs), heart rate monitors, braces and ankle supports, and even foam rollers to massage painful limbs post-race. They try to be and are a one stop shop of sorts for the running crowd. All of these products are listed on their website and most are available for purchase both in store and on the site itself. Fleet Feet has the newest styles available and prides itself on keeping up to date on trends in the running community. Having strong partnerships with the brands listed is one way that they are able to continually do that.

As far as the communications I’ve received from the website, I have gotten a steady but not overwhelming amount. I signed up to receive the emails on October 6th, and since have received a total of four emails. The emails are primarily about products available at the store. This is clearly one of the main ways they reach out to their potential clients. Every email has an obvious “hook”, for example, “Cool on the Outside–Warm on the Inside”. The email subject lines entice the reader to learn more. That particular email was talking about a hoodie that was for cold weather running. The emails also include links to other products and usually a healthy recipe at the end. The emails are very aesthetically pleasing and on brand, showing colorful yet simplistic pictures of the products that are mentioned. The recipes are a nice touch and stay with the healthy lifestyle vibe that Fleet Feet is known for. Overall, the email communications only add to the overall appeal of the store and my guess is they have a high open rate because of the clever and intriguing subject lines.

While I would not recommend that Fleet Feet incorporate the advertisements of other similar stores on their site, I do think that they could benefit from advertising themselves elsewhere. One way to advertise is through Facebook. Fleet Feet has a Facebook page already, and sponsored Facebook ads can be very beneficial for several reasons. In recent years, Facebook has allowed companies and even individuals to pay for sponsored ads that will pop up on the sidebar or newsfeed of Facebook’s users. The advantage of this is that Facebook allows companies to pick specific demographics to show a particular ad to. It also cannot be undervalued that Facebook currently has 1.71 billion monthly active users. This is a captive audience just waiting to be sold. Business Insider’s article,”10 Rules For Advertising on Facebook” has several hints that might prove helpful for a company looking to either begin or delve deeper into Facebook sponsored ads. One example is to “Create a Greater Volume of Ads that Target Less People.” By this they mean that instead of just creating one generic ad to go out to everyone, Fleet Feet should utilize the fact that Facebook divides users up by many demographics (location, age, gender, birthday, workplace, education level, relationship status). An ad that specifically is targeted toward people with a birthday coming up might produce a very high response rate since it will feel so personalized. Along the same lines, ads that would appeal to people who are about to get married or have just had a breakup might also feel personalized and therefore more appealing than something more generic. Another helpful hint for Fleet Feet is “Set Advertising Budgets With a Goal in Mind.” Due to the nature of Facebook advertising, it is extremely easy to just keep spending and spending as you experiment with different types of advertisements. The suggestion is to think in the longterm, plan your budget, and don’t expect huge changes from Facebook advertising in a week’s time. Facebook advertising is an affordable option for the franchise owners who own individual Fleet Feet stores, like those around my hometown of Columbus, Ohio. If well planned, budgeted, and executed, it can make a real difference while getting advertisements in front of many different people who are actively engaged in the Facebook world.


Fleet Feet (2016). Retrieved from

O’Neil, N., (2009). 10 Rules for Advertising on Facebook. Retrieved from



Email Marketing @ Fleet Feet Sports

Within moments of subscribing to Fleet Feet Sports digital newsletter, I received an email asking me to confirm my email address. A minute after confirming, a welcome email and then the periodic email solicitations began. As of 9:41 a.m. this morning, I’ve received 4 emails from Fleet Feet (since confirming my email address on October the 6th). The first email received had thanked me for signing up (as the subject line) and offered a short blurb on the Fleet Feet fitting process (dedicated to personalizing the purchase experience) with a link to find out more about the experience. Next on the page were links for shopping (sex distinct) and then a blurb on the history of Fleet Feet with a link to search for the closest store. Finally, the bottom of the email contained options for adding their mailing address to my email address book, an option to update my preferences and an option to unsubscribe. The emails that followed led with subject lines offering catchy descriptions of a specific clothing product that would be highlighted in the body of the email. It would then segue to a pair of shoes that compliment the highlighted clothing. Finally, a blurb on a health-conscience meal. I found the emails to be welcome overall and offered great ideas for running gear and interesting nutritional information. The emails have been consistent but not overwhelming in quantity, something I tend to appreciate as I’m not looking to be inundated with additional emails. A steady drip rate can be more impactful than a high quantity campaign.

Collecting email addresses will be achieved through the following methods:

  • Information collection at purchase checkout in physical locations
  • Information collection required to sign up to allow for purchases online
  • Information collection from runners who sign up for sponsored races
  • Offer discounts and giveaways in-stores, where the winner will be notified via email
  • Offer discounts via a refer-a-friend email link within emails and on the web page

The style for the email that I have created below is in line with the newsletter format that is being used at present. However, I chose to personalize the email based upon customer demographic information that they would have been able to collect on me (using the tracking methodologies that will be mentioned in the next section). I am an avid runner and I do quite a bit of trail running and run in all types of weather. I have shopped at Fleet Feet both in store and via their website. I used the subject line attention grab through personalization (my name) and referenced a common concern among runners (cold weather) as well as data from purchase history (“trails” derived from specifically purchased items that can be tracked and logged for consumers). The “hook” in this case is the personalization. The store locater would link to a mapping program, the pictures linking to product pages on the website while the logo and the distinct link in the text linking to the web site landing page.




To measure the relative success of email distributions, a number of options are available. The measure of success in this case would be to get a client or prospective client to not only open the email, but to click through using links on the page. In order to track this, there are several methods that can be employed:

  • Click Through Rates can be an tracking indicator to show success over a period of time. It is a reflection of engagement with the content and can help to guide future adjustments (Kolowich, 2016).
  • Conversion Rates can be used to track the completion of specific actions such as tracking when a consumer clicks a “check out” button. This can also aid in tracking the Return on Investment for a particular add or email campaign. By tracking the converted sales and subsequent revenue, the ROI can help determine financial success with a particular project.

Forbes posted a good article in 2015 focusing on areas that small business’ should focus on when attempting to market via email. The focus of the article was on increasing the return on the money invested into email marketing. The article applies to Fleet Feet as it is a small business and it looks to generate interest for races, other social media platforms, and sales through the use of the newsletter. To use a quote from marketing strategist Dain Hanson, “Every aspect of testing should be focusing on the “click to open rate” of the main call to action in your email.” (Brampton, 2015). Otherwise, how will you know if the emails are even being viewed? The main areas of the email were:

  • Start with an objective: What is your main goal? Is it to drive viewers to a destination? Move sales through engagement? Define a strategy.
  • Use a clear subject line: Create an emotion through by telling the recipient exactly what to expect in the email.
  • Use Direct Copy and a Call to Action: Be concise with the message and propose a call to action that entices the recipient to take the next step.
  • Have a clean list: Target market, don’t spam everyone in the database with everything that you may be sending.
  • A/B Test: Dry run with smaller targeted campaigns that can be measured for success rather than going full steam ahead from the beginning. Smarter not Harder.
  • Measure Opens to Send Ratio: Success here depends on the type of mailing. Look for increases in similar type campaigns.
  • Measure Success: Succes is found when you are converting a high number of “openers”.


Kolowich, L., (2016). Retrieved from

Rampton, J., (2015). Retrieved from

Week 2 -Fleet Feet Website Analysis

Fleet Feet’s website offers a dynamic interactive experience through the use of multiple web design tactics. Through the use of large drop down tabs, dynamic page resizing and a fluid layout, it’s easy to flow from segment to segment.

Online Strategy and Multichannel Marketing

The online strategy is built to appeal overtly and immediately to their target market. “ALL FOR RUN” sits centered in large letters near the top of the page. This is a site for runners, by runners. The page immediately guides your eyes and interest toward checking out the most recent releases. If you’ve been able to look past the immediate attention grab, a line of tabs leading to large dropdown menus walks you segment by segment into demographically specific retail items. If your unsure of where to find what you are looking for, a conveniently placed search bar is placed at the top of the page. A store locator can be found on both the top of the page as well as at the bottom of the page. The bottom of the page also contains a classic vertical layout of links offering additional company information.

Fleet Feet utilizes many types of multichannel marketing. From a social media perspective, Fleet Feet and Fleet Feet + Frontrunner utilize two web pages, Twitter account (@FleetFeetSports), a YouTube channel, and an Instagram page (fleetfeetsports). They’ve recently released a running themed emoji app on the Apple app store as a way to integrate into the mobile media space. Fleet Feet also hosts a blog offering commentary on running tips, nutritional advice and proper fitting of running attire as just some of the topics. Through the partnership with Frontrunner, Fleet Feet integrates itself with he community through the hosting of racing events, racing teams, running groups and additional running improvement opportunities.

Fleet Feet Business Model

Fleet Feet utilizes a franchisee based business model that looks to leverage community involvement as a differentiator. There are three physical store locations in central Ohio and then a fourth in Ohio located in Cincinnati. By franchising locations to local residents, Fleet Feet is able to appeal to the “locally owned” consumer base. Additionally, by specializing in running, they can focus time and resources into carving their niche in the community. Combined with offering coaching, custom fittings, and race hosting, Fleet Feet is able create an experience and culture that is able to go beyond that of a standard retail store. They are able to offer a brand that becomes synonymous with running.

Data Capture

Fleet Feet captures consumer data through multiple means. At checkout when purchasing goods, Fleet Feet captures data such as name, address and email when available. When on their website, they use the IP address of the computer to determine browser type and operating system. Fleet Feet uses cookies and pixel tags to track activity on the website. Additionally, the pixel tags can help to assess the effectiveness of the website and layout.


Retrieved 10/6/2016 from

Retrieved 10/6/2017 from

Fleet Feet Sports + Frontrunner


My blog posts will be on Fleet Feet Sports + Frontrunner. Fleet Feet Sports + Frontrunner is a locally owned (franchise) and community focused running and walking goods retailer in central Ohio. Once 2 separate companies in Columbus, Fleet Feet Sports and Frontrunner, the two merged in 2015 to become Fleet Feet Sports + Frontrunner with the goal of becoming the go-to resource for all running and walking needs in the communities that it serves in central Ohio. With 3 stores in Central Ohio, Fleet Feet’s retail sales focus targets the running community. Outside of retail sales, the Frontrunner arm focuses on engaging the local running community by offering training classes, running groups, and hosting and sponsoring of competitive races.

Fleet Feet Sports + Frontrunner’s mission goes beyond simply selling running apparel and sponsoring race events however. Fleet Feet Sports + Frontrunner has driven its branding and mission toward a commitment to helping the community of runners and walkers that it serves. The difference is noted immediately when you walk in their stores as you will be greeted and assisted by a fellow runner – someone who understands the nuances of running in different styles of gear and on different types of terrain. From product to personnel, you are provided with more than just a sales pitch, you are offered an experience that is difficult if not impossible to find at any competing retailer.

Why Fleet Feet + Frontrunner?

As a runner and a lifelong resident of central Ohio, I truly appreciate the value and dedication that Flatfeet offers to the local community. Running tips for flat feet? – got it. Trail running options in central Ohio? – got it. Marathon training insights provided by experienced marathoners?- got that as well. The focus goes beyond simply selling a pair of shorts or the newest pair of running shoes, the stores are owned by native central Ohioans who are as passionate about running as the consumers who patronize their stores.

Fleet Feet + Frontrunner’s website, Facebook, and twitter page are consistently being updated with brand additions, running tips, race information and c0-branding updates. The company stays active on additional social media such as YouTube and Instagram and engages in target market focused advertising through multiple web channels. As an avid runner and racer myself, I am excited to dive further into their marketing techniques and look forward to researching and reporting on them over the next 5 weeks.


Running shop Fleet Feet to buy Columbus competitor FrontRunner. Retrieved 9/29/2016 from

Retrieved 9/29/2016 from

Retrieved 9/29/2016 from