Toms+Shoes+Group+8

[] **// [Introduction] //** Blake Mycoskie, the founder of Toms shoes, created his organization after vacationing in Argentina. While there, he was able to visit impoverished villages and noticed that very few children had shoes. While he was there he came up with the idea that he would start a movement and not only sell shoes but for every pair sold, give a pair to a child in need. But why give shoes? According to TOMS website, many children in developing countries grow up without shoes. These children are at risk for multiple reasons. The first reason is they may be exposed to “soil-transmitted diseases, which can penetrate the skin through bare feet.” Shoes however, can help prevent the disease. Second, wearing shoes can protect the feet from injury including cuts and bruises. Lastly, many schools require shoes as part of a uniform. Without shoes, many children loose the chance to become educated and may never reach their true potential. To this day, TOMS has dropped off shoes in South Africa, Rwanda, Ethiopia, United States, Haiti, and Argentina giving children a better opportunity and a better tomorrow. **// [Social Media at its Finest //****// ] //** Toms has accentuated its efforts of philanthropic awareness through many different ports of social media. The company reaches out and interacts with their supporters via Facebook, Twitter, and YouTube. With a variety of different Facebook fan pages, they all seem to have one thing in common – the impact of change. Whether consumers have purchased a pair of Toms as a fashionable statement and/or towards the effort of the One-for-One campaign, the company emphasizes that buying their shoes is more than just a purchase, but an impact on the life of children living in poverty. The Facebook fan page promotes the most recent charitable progress of the company in 20 different countries worldwide. Both the Toms Facebook fan page and the Twitter newsfeed elaborate on exciting new projects, promote their products, and communicate with their consumers by thanking them for their purchases and contributing to the One-for-One campaign. Toms has propagandized the global impact of their company very efficiently through Facebook and Twitter. The company also portrays their humanitarian and compassion through video streaming on YouTube. The Toms movement has also encouraged students to get involved in internships, Campus Clubs (our school has the “SDSU Toms Club”) and utilize the advantages of social media to connect to people and expand the awareness of their benevolent company. **// [The Results and Efforts of the Company] //** A company that has only existed since 2006, but yet has already embarked on successful results has a great future ahead. TOMS is a for profit organization but still has managed to bring in supporters into the business plan, “ONE FOR ONE.” When the company first began in 2006, TOMS shoes had a sales of 10,000 pairs within an 8 month period. In 2007 there was an increase of sales to 50,000 pairs. By 2008, TOMS had given away 68,000 pairs of shoes to those less fortunate. In 2009, there was a jump in sales to 140,000 pairs. After 4 years, the company was aware of their great achievement because they were able to give away their millionth pair. During the first two years of TOMS, they managed to make drops once a year. However, because of the way Mycoskie has created his company and their mission, that quickly increased. They were able to make drops of shoes worldwide every month. As a result, production within this company is at large. There is only so much more to come in terms of expansion within the companies success and helping those in need. **// [Outcome: Changing Peoples' Lives] //** Blake Mycoskie began his efforts in 2006 when he visited Argentenia and found that the children he had befriended had no shoes to protect their feet. Unsettled with this realization, he created TOMS “One-For-One” movement where he wanted to match every pair of shoes purchased to children in need. Within less than a year, he had returned with 10,000 pairs of shoes all made possible by his TOMS customers. TOMS is clearly creating a positive brand for individuals and organizations for multiple reasons. The most important and obvious is the fact that TOMS has given back to many children lacking the essential need for foot protection. As of September 2010, TOMS has given one million pairs of new shoes to children in need all around the world. Another reason TOMS is a positive brand is by spreading the awareness to other organizations and individuals the importance of giving back to those in need. The company has brought together a more globalized environment by being a unique company for such an ordinary product with a positive purpose that encourages consumers to choose their product over companies with similar products like Vans or Converse. **// [Too Good to be Through] //** Blake Mycoskie, the founder of TOMS shoes, started a “one for one movement,” in 2006 after traveling to Argentina, where he discovered that the children had no shoes to protect their feet. This movement allowed the company to match every pair of shoe purchased with a pair of new shoes given to a child in need. A year after TOMS was created, Mycoskie was able to travel back to Argentina with 10,000 shoes, which was made possible by TOMS customers. Because of Mycoskie’s true passion and dedication towards his campaigns, it makes it impossible for this movement to backfire. By utilizing social media platforms such as Youtube, Facebook and Twitter, TOMS is able to emphasize that purchasing their products will impact the life of another. To further his passion for helping children in need, Mycoskie recognized the incredible power of the “one for one movement” and came to a realization that he could advance TOMS from being just a shoe company, to becoming a “one for one” company. TOMS recently introduced TOMS eyewear— “the NEW one for one.” Through this campaign, with every TOMS glasses purchase, you help give sight to a person in need— whether its medical treatment, prescription glasses, or sight-saving surgery. These campaigns truly show the passion and dedication Mycoskie has towards helping children in need. He does not want publicity; he instead utilizes publicity to support his cause— ONE FOR ONE.
 * Changing Lives One Step at a Time **


 * JMS 375 - Group 8: **
 * Priscilla Odish, Jessica Shamoon, Alexis Sneed, Amanda Brophy, Joelyn Pineda, Ria Rodriguez, Zuzanna Jaszczerska, Robert Miller, and Cory Hamilton **