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Editor's Notes

1. I spent my 2006 summer in Guatemala and a month of that time was spent working in an orphanage. ?I was in correspondence with people down there before I went and they told me the children need shoes. ?Over the course of a couple months I purchased a few shoes as well as ask for donations from my church and school. ?In all I brought about 50 pairs of shoes down; I wish I could have brought so much more.
2. His name is Blake, not Tom. The TOMS name comes from TOMORROW, he wants to create shoes for tomorrow. They are modeled after the alpargata shoe that is native to Argentina. He noticed this shoe when he went down there to play polo. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need.
3. Mycoskie was a contestant on the Amazing Race. He used those connections as well as his ¡°rich friend¡± connections to get the word out about his business venture.One for One. Mycoskie returned to Argentina with a group and 10,000 pairs of shoes made possible by TOMS customers.?As of September 2010, TOMS has given over one million pairs of new shoes to children in need through Giving Partners around the world.
4. Website: The movement behind the product is in the upper left corner, 1st thing to see on the site.The story of the company is on right side. It is a video of Mycoskie telling the TOMS story.
5. ?So at TOMS, we have?Agents of Change?who are critical in pushing forward a movement we all believe in very muchCampus ProgramsCreative/DesignEvent PlanningE-CommerceFinanceOnline MarketingRetail MarketingSocial MediaTOMS Shoes GivingHelp raise awareness of the impact a pair of shoes can have on a child¡¯s life by going without shoes on April 5, 2011. Over 250,000 people went without shoes in 2010 and over 1,600 events took place around the globe.
6. Target Demographic: 17-28 years old.Achieve awareness by that demographic by advertising to them using Facebook, Twitter, and YouTube. These are all free services, of course there are some premiums bought, but he is able to keep his costs low.YouTube has close to 2billion views, making it a good place to put videos up of what he is doing. Keeps people updated on drops as well.Mycoskie visits college campuses, recruits interns, and spreads his message. People want to be associated with good things.
7. Element Skateboards has issued limited edition TOMS + Element shoes as well as a One for One skateboard. With every skateboard purchased, one will be given to a child at the Indigo Skate Camp in Durban, South Africa. Ralph Lauren sold co-branded Polo Rugby TOMS, giving a matched pair with every pair sold.Neiman Marcus and Bergdorf Goodman have created a special line with special materials to be sold in their stores. They have the same concept, but more expensive materials. Nordstrom sells the shoes you can buy online in their stores.
8. TOMS now spends more on advertising than they did in the past, but they mostly rely on collaborations with companies willing to spend money. They are a Nonprofit looking to add something to the world. They had over 9million in profits in 2009, which led them to have the ability to give so much this year.