Presentation on the STAND campaign by Keen footwear to engage youth in sustainability and its brand. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

1. Engaging Youth in
Sustainability, a
Lifestyle, and the
Brand
Bobbie Parisi
KEEN Footwear

3. BUILDING KEEN INTO AN
ENDURING
BRAND

4. CONSISTENT
PRODUCT EMOTIONAL
INNOVATION
+ BRAND + CONNECTION
IMAGE

5. CONSISTENT
PRODUCT EMOTIONAL
INNOVATION
+ BRAND + CONNECTION
IMAGE
ENDURING
=
BRAND

6. KEEN BEGAN WITH A MOMENT OF
PURE VISION

7. WITH A SIMPLE DESIGN CHALLENGE

8. CAN A SANDAL PROTECT TOES?

9. THE ANSWER WAS YES, THE ANSWER WAS

10. THE NEWPORT

11. THE NEWPORT WAS THE CATALYST
FOR OUR FIRST KEY BRAND VALUE:
HYBRID INNOVATION

12. HYBRID INNOVATION IS OUR COMMITMENT TO
INNOVATION IN ALL THINGS,

13. TO CONTINUALLY PUSH FOR
INDUSTRY CHANGING EVENTS
IN EVERYTHING WE DO, FROM:

14. OUR CORE PRODUCT LINE: HYBRID.FOOTWEAR

15. TO OUR HARVEST SERIES BAGS

16. TO HYBRID.SOX

17. TO OUR PACKAGING

18. TO COMMUNICATIONS

19. TO OUR BRAND EXPERIENCES

20. OUR SECOND BRAND VALUE IS:
OUR COMMITMENT TO
REDEFINING THE OUTDOORS

21. WE BELIEVE IN REIMAGINING THE OUTDOORS AS
ANY PLACE WITHOUT A CEILING

22. AND BY RECOGNIZING THE OUTDOOR CROWD AS
AN INCLUSIVE COMMUNITY
AND INVITING EVERYONE

23. BECAUSE WE’RE
INSPIRED
BY THE WOMAN
HANGING
FROM THE
SHEER ROCK
FACE,

24. BUT WE’RE
EVEN MORE
INSPIRED BY
THE TRAINERS,
FRIENDS,
PEERS AND
SUPPORTERS
WHO HELPED
GET HER
THERE

25. OUR THIRD BRAND VALUE:
GIVING BACK

26. WE ARE
MORE THAN AN OUTDOOR
COMPANY

27. WE STRIVE TO BE A COMPANY WITH A
CONSCIENCE,
BY MAKING A POSITIVE DIFFERENCE,
GIVING BACK TO THE GREATER COMMUNITY AND
CARING FOR THE ENVIRONMENT
WHICH WE ALL SHARE AND DEPEND ON

28. WE ALSO BELIEVE IN THE POWER OF A BRAND TO
INSPIRE OTHERS
TO CREATE POSITIVE CHANGE IN THE WORLD WE
LIVE IN

30. INNOVATION
KEEN
REDEFINE GIVING
OUTDOORS BACK
OUR BRAND VALUES

31. HOW DO WE TAKE THESE 3 CORE
VALUES
AND COMMUNICATE THEM TO
THE CONSUMER IN A RELEVANT
WAY?

32. BY COMMUNICATING AN
OWNABLE, DIFFERENTIATED
POSITIONING
THAT IS REFLECTED IN ALL WE DO:
FROM PRODUCT CATEGORIES TO CONSUMER
COMMUNICATIONS

34. INNOVATION
KEEN
REDEFINE GIVING
OUTDOORS BACK
FOR CONSUMER COMMUNICATIONS,
OUR BRAND VALUE, INNOVATION,
BECOMES:

35. CREATE
HYBRID
LIFE
REDEFINE GIVING
OUTDOORS BACK

36. CREATE
CREATE POSSIBILITIES AND EXPRESS
YOUR VISION OF WHAT IS POSSIBLE

37. Money Mark / USA Colette Brooks /
USA
COMMUNITY OF PEOPLE WHO CREATE POSSIBILITIES

39. CREATE
HYBRID
LIFE
REDEFINE GIVING
OUTDOORS BACK
REDEFINING THE OUTDOORS
BECOMES:

40. CREATE
HYBRID
LIFE
PLAY GIVING
BACK

41. PLAY
PLAY OUTSIDE AND REIMAGINE THE
OUTDOORS
AS ANYPLACE WITHOUT A CEILING

42. COMMUNITY OF PEOPLE WHO EMBRACE THE
OUTDOORS

44. CREATE
HYBRID
LIFE
PLAY GIVING
BACK
GIVING BACK BECOMES:

45. CREATE
HYBRID
LIFE
PLAY CARE

46. CARE
CARE FOR THE ENVIRONMENT AND
ENGAGE WITH CAUSES THAT MAKE A
POSITIVE DIFFERENCE

47. The Big Green Bus / USA Zhihai Zhu + 1KG More /
CHINA
COMMUNITY OF PEOPLE WHO CARE FOR THE WORLD
AROUND THEM

49. HYBRIDLIFE IS ABOUT:
Creating possibilities and express your vision of what is
possible.

50. HYBRIDLIFE IS ABOUT:
Creating possibilities and express your vision of what is
possible.
Playing outside and reimagining the outdoors as any
place without a ceiling.

51. HYBRIDLIFE IS ABOUT:
Creating possibilities and express your vision of what is
possible.
Playing outside and reimagining the outdoors as any
place without a ceiling.
Caring for the environment and engaging with
causes that make a positive difference.

52. Create, play, and care. It’s a way of life. We call it
TM
HybridLife.

53. THE CHALLENGE
Build brand awareness
Attract younger consumers
Connect with consumers with a message that
was consistent
with KEEN values and relevant to them
Create an integrated marketing campaign
to inspire people
to get involved with sustainability

56. STAND
DOCUMENTARY

77. CAMPUS TOUR

99. NEW YORK FOCUS

114. July 12, 2008

116. LEVELS OF EXPERIENCE
CRITERIA/MEASUREMENT

117. ADVERTISING
78,049,240 IMPRESSIONS

118. IMPRESSIONS
Advertising
Print: 68,354,688
College Newspapers: 2,311,722
College Wild Postings: 100,000
Online Advertising: 15,691,415
TOTAL 78,049,240

119. PUBLIC RELATIONS
165,000,000 IMPRESSIONS

120. ONLINE
425,000 IMPRESSIONS

121. CONNECTIONS
16, 500 CONNECTIONS

122. COMMITMENTS
1362 SUBMISSIONS

123. INDUSTRY RECOGNITION
AMA Recognition
Ad Age’s “Marketing 50:
Fifty Sharp Ideas and the Visionaries
Who Saw Them Through”
Nominee for Footwear Plus Green Award
Corporate EVENT Magazine’s Corporate
EVENT Awards Gold Award: Road
Show/Multi-Venue Event