NIKE’S FINAL

COMMUNICATION
PLAN
 Our Research So Far

Communication Issue

Final
Communication
Plan

Stakeholder Analysis
Table of Contents
Our Efforts Are Going Unnoticed
An Overview From Our Previous Presentation
We Use The Power Of Social Media
Take Advantage Of Employee Networks
Improved Communication To Our Investors
Projected Cost of Implementation
Our Next Few Months
Benefits Of Our Recommendations
Our Efforts Are Going Unnoticed

Our stakeholders do
not recognize our
sustainability efforts

Disconnect

We are not
communicating
enough
An Overview From Our Previous Presentation

32% of US consumers prioritize

32% Consumers companies that are actively reducing their
impact on the environment.

70% of employees are more likely to

70% Employees choose a company with a strong
environmental plan

“No issue ranks higher than climate

‘‘climate change on our clients’ list of priorities,”
change‘’
Investors he wrote. “They ask us about it nearly
every day.”

Source: Forbes, 2021 ; Fast Company ; cnbc.com, 2021

 Background and Analysis: Consumer Statistics
The Sustainability Yearbook - 2021 Ranking
Top-performing company's score in their industry
Consumers receive a Gold Class Sustainability Award.

32% of US consumers prioritize companies that are actively

reducing their impact on the environment.

6 out of 10 consumers surveyed are willing to change their

shopping habits to reduce environmental impact.

Source: S&P Global, 2021

 Background and Analysis: Employee Statistics
Employees
70% of employees are more likely to choose a company with a strong environmental
plan

30% of people have left a job in the past because it did not have a sustainability plan

10% said they would be willing to take a pay cut of $5,000-$10,000 to work for a
company that is environmentally sustainable

64% said they won’t take the job if the employer doesn’t have a strong CSR policy

83% would be more loyal to a company that helps them to contribute to environmental
issues

Source: Fortune
 Background and Analysis: Investor Statistics

Blackrock 2021 CEO Letter to Shareholders:

● 7.03% ownership in Nike & 89.9 million shares
● $13.4 billion in Position Value Topics: Product Development, Brand Collaborations, Digital
Revenue
Source: eresearch.fidelty.com

“Our 2025 Targets will keep us focused on a host of key

priorities, from sustainability to representation to investing in
communities around the globe. This important work creates
long-term value for Nike, while raising the bar for our entire
Source: cnbc.com, 2021 industry.”

Vanguard

● 8.19% Ownership in Nike & 104.6 million shares

● $15.7 billion in Position Value

Source: bloomberg.com
We Use the Power of Social Media

Sources: Instagram.com/nike, Twitter.com/nike, Instagram.com/serenawilliams, Twitter.com/serenawilliams

Establish a More Permanent Solution
The Reach of Our Social Media
● We boast 177M followers on instagram with about 2.3 million followers
engaging with each post on average
● We have another 8.8 million followers on twitter with about 200,000 people
engaging with each post on average
● Serena has 13.6 million followers on instagram with about 300,000 followers
engaging with each of her post on average
● Serena has 10.7 million followers on twitter with about 250,000 people
engaging with each post on average

Speakrj.com, 2021
Why Serena Williams?
● We already have a history with Serena since she’s be in numerous of our
advertising campaigns in the past and was a nike athlete (Signed 8 year, $55
million dollar deal with us in 2008)
● Already an ambassador for Impossible Foods, a startup for the production of
vegetable meats
● “I really believe in sustainability, and it’s our future”- Serena Williams

Theveganreview.com, June 2020

Tennisworldusa.org, April 2021
 Keep Our Employees Engaged

59% less employee turnover

41% reduction in absenteeism

17% increase in productivity

Source: Gallup
 Take Advantage of Employee Networks

Nike’s Current Employee Networks

Ability Network

Ascend Network & Friends

Black Employees Network & Friends

Latino & Friends Network Nike Sustainability Network

Nike Military Veterans & Friends

Native American Network & Friends

PRIDE Network

Women of Nike & Friends Network

 Take Advantage of Employee Networks

Group Organized Sustainability

Discussions Volunteering Challenges

Could be more Allows employees to Supports or incentives

formal/informational or actively engage in their sustainability efforts
informal/discussion own communities
based
 Take Advantage of Employee Networks

90% of Fortune 500 companies utilize employee networks (EARN)

Over 35% participation in employee network groups (DiversityInc)

- Would be over 25,000 for a company Nikes size

Timeline (Indeed)
➔ Seek input from employees
➔ Get leadership buy-in
➔ Establish mission and structure
➔ Start small
➔ Encourage others to join
➔ Allocate resources
➔ Measure your impact
➔ Collaborate with other ERGs
➔ Grow and adapt over time
Sustainability is Not Mentioned Enough

Source: Nike.com
Improved Communication To Our Investors

Goals for our Nike Impact Report

Recommendations Highlights

● Acknowledge ● 30% Reduction in

Investor Trends Freshwater
● Emphasize Nike ● 100% Renewable
Impact Report Energy in North
America

Source: Nike Impact Report

Improved Communication To Our Investors
Data Collected for Investors

Source: Bloomberg.com, 2020

Source: Nike.com
 Addition to Shareholder Letter

To our investors, here at Nike, we have noticed the new trend of investment groups wanting to invest more money into
companies that practice sustainability. As the CEO, I can confidently say that at Nike, we are pushing the envelope when it
comes to maximizing our sustainability efforts and innovation when creating new products. Highlighted in our Nike Impact
Report, you will find the progress we are making in these fields and how our overall environmental impact is decreasing. For
example, in FY 20 we have reduced freshwater usage by 30% within our suppliers and we are currently using 100%
renewable energy in our operating factories in North America. Nike will continue to address sustainability efforts in hopes of
achieving our 2025 Purpose Targets.
Projected Cost of Implementation

Consumers: $ 5,000,000

Employees: $ 7,000

Investors: $ 0

Total Budget: $ 5,007,000

 Detailed Budget

Item Cost Quantity Total Cost Notes

Instagram Repost Serena will repost our instagram pictures

(Serena Williams) $750,000 4 $3,000,000 with the Just Be Green Hashtag/Using her
likeness

Twitter reply/retweet Serena will reply and retweet our tweets

$500,000 4 $2,000,000 under the Just Be Green Hashtag

Sustainability Network $2,000 1 $2,000 Programming Expenses

Event Budget $5,000 1 $5,000 Guest Speaker

Shareholder Letter No extra costs involved in changing our

$0.00 - $0.00
shareholder letter

Source: CelebritySpeakersBureau, Mercer, HBR

Our Next Few Months
Benefits Of Our Recommendations

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Appeal To A Wider
Audience
 Consumer Statistics
We Use the Power of Social Media
Index Establish a More Permanent Solution
The Reach of Our Social Media
Why Serena Williams?
Title Slide
Our Research So Far
Table of Contents Employee Statistics
Our Efforts Are Going Unnoticed Keep Our Employees Engaged
An Overview From Our Previous Presentation Take Advantage of Employee Networks 1
Take Advantage of Employee Networks 2
Take Advantage of Employee Networks 3
Projected Cost of Implementation
Detailed Budget
Potential Timeline For The Next Year Investor Statistics
Benefits Of Our Recommendations Sustainability is Not Mentioned Enough
Improved Communication To Our Investors 1
Improved Communication To Our Investors 2
Data Collected for Investors
Addition to Shareholder Letter