SVC: Unplain Jane. She rides! 0-3 children! year old female! Health nut,! but occasionally indulges! Married to a supportive spouse!

Transcription

1 Campaign Strategy

2 SVC: Unplain Jane year old female Married to a supportive spouse 0-3 children Has a college degree and is employed Enjoys physical activities; may or may not already bike avidly Health nut, but occasionally indulges Shops at TJ Maxx, Lululemon, Banana Republic, The Gap She rides

3 Recommended Positioning To Unplain Jane, Trek is the brand of women s bikes that gives you emotional, social and physical fulfillment because Trek helps her relieve stress and feel good about herself Trek bikes fit her body and help her stay active trekbikes.com Trek is a way for her to connect with her friends and family trekfairfield.com

4 Rationale for Positioning We believe this is the optimal positioning because Stress Relief Social Life Staying Active

5 Consumer I m passionate about my supportive family, friends and a great job that provides me with the financial means to Category I bike because it supports my overall health; physical, mental and social. maintain a healthy lifestyle. Brand I know Trek makes quality products, but I m not a serious enough cyclist for Trek. Sweet Spot Trek Bicycles are quality products that contribute to my emotional, physical and social goals in life.

6 Messaging Strategy Who? Message? One Word? Difference? year old educated white female When people think about Trek, we want them to think about more than just bikes. Trek is more than a bike brand, it is lifestyle brand. Build a Lifestyle Trek can be approachable to women who don t consider themselves athletes Why Care? Why Believe? Inspiring Brand Insight? Feeling? Trek is a brand that allows progression into becoming a more serious cyclist Trek has the variety in functionality, price and design that allows women to find their place in the cycling world Every woman could be a Trek woman My Trek bike brings out the best in me. It makes me excited to progress within the sport

7 Messaging Strategy Call to Action? Aperture? Tone? Shop at Trek now, shop at Trek forever Print, Radio, Interactive, Social Media Relatable, empowering, friendly, encouraging, approachable Lingering Doubt? How will you live the brand?? Won t other forms of exercise still do these things for my life? How does Trek build a lifestyle? I already am living the brand. Trek complements all aspects of my life.

8 Where does the brand find itself today? Capturing the athletic market What is the problem/ opportunity that advertising must solve? Speaking to athletes and not Unplain Jane Who is the bullseye target? An independent mother, wife and friend who is passionate about every aspect of her life 1 2 Creative Brief 3 4 What do we expect our target to do, feel or understand as a result of this advertising? Invigorated, challenged, empowered, inspired; being a cyclist isn t an unattainable goal 6 5 What is the insight that we have into our consumers? They aren t afraid to invest in their well-being What is the strategic one thing we need to communicate? Build a lifestyle

9 Campaign Executional Considerations Colors Cool color tones blues, greens Keep everything bright a lot of natural light Imagery Show men & women enjoying themselves and show their faces Show men & women in a variety of social or familial settings Product Feature all of your bikes unisex, WSDs Company Identity Include the Trek logo in all creative elements

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15 Key Issues Review Women shop differently than men For women bikers, there is a disconnect between the messaging, platforms used and imagery Gearing marketing towards women has the potential to alienate men WSD branding

16 Marketing Objective Strengthen brand loyalty among new and current Trek consumers in 2015

17 Marketing Strategies Product Line Strategy Place Strategy Partnership Strategy Branding Strategy Pricing Strategy Promotion Strategy

18 Branding Strategy How will your product be branded? Main brand name? Sub-brand name/s or descriptors or taglines? What is its current and desired brand personality? What emotions or values do you want to link to the brand? What is your rationale? Trek WSDs are the bike that will fit you and your life Don t get rid of WSD Masculine, strong, tough, intense, athletic Passion, independence, freedom, health, challenge, joy, connection, goals According to our survey, 55% of respondents identify health as their biggest motivation for exercising Simmons data

19 Product Line Strategy Great news it s not about changing the product, but rather the conversation Why? Trek is already #1 in women s market but you aren t speaking to the right type of woman Of the women in our focus groups and the women we interviewed 100% of avid cyclists did NOT want a premade bike like the WSD, but 100% of ACTIVE women in their mid 20s-30s said WSDs appealed to them All images from

20 Pricing Strategy Keep it No changes are necessary because Currently tiered prices allow for progression within the sport (beginner to avid) Current prices are comparable to competitor Specialized SVC has enough disposable income ($150k+ household income) to afford a Trek bike

21 Place Strategy Online In-store Use website to improve brand loyalty and dispense information, leading to more in-store and IBD sales If women don t like the interior of a store, they won t like shopping there. Catering to one type of cyclist may scare potential customers away Incorporate a quiz in the beginning of your website to help direct shoppers to what kind of bike is the right fit for them Keep the store simple, but infuse it with personality and keep employees educated and wellinformed

22 Promotion Strategy Traditional Media Interactive Media Social Media

23 Promotion Strategy: Traditional Media Radio Morning and evening commute Billboard Major Midwestern highways Print Ads in People magazine Television TBS between 3pm and 7pm

24 Promotion Strategy: Interactive Interactive Media Online advertising rich media ads Audio streaming on Pandora and Hulu advertising Interactive Events Co-sponsorship at live events, such as at major running events, outdoor gear exhibits, etc.

25 Promotion Strategy: Social Media Keep the separate women s Facebook page, but don t forget about women on the main Facebook page Integrate the two Facebook pages by sharing posts # User-generated content: Create social media campaigns where people can use a certain hashtag to show off pictures of them and their bikes, which you can share Instagram and Twitter should have an equal amount of images of men and women

26 Partnership Strategy A partnership with Athleta is valuable because it s a women s athletic brand that s approachable and real The Specialized/Lululemon partnership has been successful and this would be similar, but Athleta is less girly Jawbone is in line with Trek s innovative, raised on rocket science core value Additionally, a partnership with Jawbone contributes to the idea of building an overall healthy lifestyle

27 Advertising Objectives Increase brand engagement of Trek customers online: generate +20% of time spent on our website and +10% clickthroughs of online ads Increase overall reach and engagement on Trek social media channels, especially Facebook by 20%

28 Advertising Strategy 1 Develop better cross promotion between the Trek website and social media 2 Develop integrated interactive and traditional media plans to launch in 2016

29 Campaign Scope Pulse Campaign Heavy advertising in spring/ summer months and light a dvertising in the fall/winter months with a push near Christmas Rationality Advertising is targeted to ward Midwest area and a year-round campaign could be used for areas such as the west and east coasts

30 Not just a bike. A way of life.