Integrated Marketing Plan

As an eco-friendly company, working with an environmental activist only seems natural. TOMS will be working with Natalie Portman, actress and active supporter of the Nature Conservancy, a leading non-profit organization that works around the world to protect the environment, and the Foundation International Community Assistance (FINCA), a micro-finance organization that helps poor women around the world.

TOMS will collaborate with Natalie Portman in designing an exclusive TOMS 'Classics' shoe inspired by the FINCA logo. For every FINCA TOMS shoe bought, a generous percentage of the purchase will be donated to the foundation to help the poor women get back on their feet and into the workforce.

Here is an example of what the FINCA TOMS shoe will look like:

Not only will there be an exclusive TOMS shoe designed by Natalie Portman, but also an exclusive one-time opportunity to join her and the TOMS team on a Shoe Drop. (Shoe Drops are when the TOMS team, Giving Partners and volunteers travel to countries where their Shoe Giving Partners are to distribute the shoes to the children.)

There will be 3 lucky winners chosen to join this trip of a lifetime. Contestants will need to create a quick 1-minute video on YouTube explaining why they would like to do the Shoe Drop and what it truly means to them. After uploading their video, TOMS fans from around the world will be able to vote for their favorite contestant through the TOMS website. The final top 3 winners will later be announced on the homepage of TOMS website, TOMS Blog, TOMS Facebook Fan Page, and even TOMS Twitter! All TOMS fans may post comments or tweets about their favorite contestant videos on any social medias provided.


Here, founder Blake Mycoskie is pictured doing a Shoe Drop:

Advertorial:
As an actress and active supporter of non-profit organizations, Natalie Portman had also designed her own line of vegan designer shoes in 2008 with fashion firm Te Casan, which benefited The Nature Conservancy. Therefore, with past experience in the shoe industry, Portman would be ideal to write about her collaboration and Shoe Drop experience with TOMS. She will also share what she thinks about the products, styles and trends to inspire online shoppers on the TOMS Blog.

Citations:
Gerstein, Julie. "14 Celebrities Who Walk the Walk." The Daily Green. The Daily Green, Feb. 2011. Web. 23 Apr. 2013. <http://www.thedailygreen.com/environmental-news/latest/green-celebrities-actors-actresses-0323>.
Willard, Laura. "Hollywood Goes Green: Natalie Portman." Living RSS. Living RSS, 22 June 2011. Web. 23 Apr. 2013. <http://www.sheknows.com/living/articles/833703/hollywood-goes-green-natalie-portman>.