Campaign Strategy

She rides!

30-44 year old female!

Married to a supportive spouse!

0-3 children!

SVC: Unplain Jane

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!

Recommended PositioningTo Unplain Jane, Trek is the brand of women’s bikes that gives you emotional, social and physical fulfillment because… !

Trek is a way for her to connect with

her friends and family!

Trek helps her relieve stress and feel good about

herself!

Trek bikes fit her body and help her stay active!

http://instagram.com/trekbikes/!

trekbikes.com!

trekfairfield.com!

Rationale for PositioningWe believe this is the optimal positioning because… !

Stress Relief!

Social Life!

Staying Active!

Sweet Spot!“Trek Bicycles are quality products that contribute to my emotional, physical and social goals in life.”!

Consumer!“I’m passionate about my supportive family, friends and a great job that provides me with the financial means to maintain a healthy lifestyle.”!

Brand!“I know Trek makes quality products, but I’m not a serious enough cyclist for Trek.!

Category!“I bike because it supports my overall health; physical, mental and social.”!

Who?!

30-44 year old educated white

female!

Messaging Strategy Message?!

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.!

One Word?!

“Build a Lifestyle”!

Difference?!

Trek can be approachable to women who don’t consider themselves

athletes!

Why Care?!

Trek is a brand that allows progression into

becoming a more serious cyclist!

Why Believe?! Inspiring Brand Insight?! Feeling?!

1!

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!

Messaging Strategy Call to Action?! Aperture?! Tone?!

Lingering Doubt?! How will you live the brand?!

?

Shop at Trek now, shop at Trek forever!

Print, Radio, Interactive, Social Media!

Relatable, empowering, friendly, encouraging,

approachable!

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. !

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Where does the brand find itself today?

Capturing the athletic market

Creative Brief

What is the problem/opportunity that advertising must

solve?!Speaking to athletes and not Unplain Jane!

What is the strategic “one thing” we need to communicate? !Build a lifestyle!

Who is the bullseye target?!An independent mother, wife and friend who is passionate about every aspect of her life!

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!

What is the insight that we have into our consumers?!They aren’t afraid to invest in their well-being!

Campaign Executional Considerations

ColorsCool color tones — blues, greens

Keep everything bright — a lot of natural light

ImageryShow men & women enjoying themselves — and show their facesShow men & women in a variety of social or familial settings

ProductFeature all of your bikes — unisex, WSDs

Company IdentityInclude the Trek logo in all creative elements

Key Issues Review

Women shop differently than

men

For women bikers, there is a disconnect

between the messaging, platforms

used and imagery

WSD branding

!Gearing marketing

towards women has the potential to alienate men

Marketing Objective

Strengthen brand loyalty among new and current Trek consumers in 2015!

Marketing Strategies

Branding Strategy

Product LineStrategy

Pricing Strategy

Place Strategy

Promotion Strategy

Partnership Strategy

Branding Strategy

How will your

product be branded?!

!!

Main brand name?!

!!! !!

Sub-brand name/s or

descriptors or taglines? !

Trek WSDs are the bike that will fit you and your life!

!!!

Don’t get rid !of WSD!

What is its current and

desired brand personality? !

Masculine, strong, tough,

intense, athletic!

What emotions or values do you want to link to the

brand? !

Passion, independence,

freedom, health,

challenge, joy, connection,

goals!

What is your rationale?!

According to our survey, 55% of respondents

identify ‘health’ as their biggest motivation for

exercising!!

Simmons data!

!

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 pre-made bike like the WSD, but… !!100% of ACTIVE women in their mid 20s-30s said WSDs appealed to them!

All images from http://instagram.com/trekbikes/!

Pricing Strategy Keep it! No changes are necessary because…

!

SVC has enough disposable income ($150k+ household income) to afford a Trek bike!

Currently tiered prices allow for progression within the sport (beginner to avid)!

Current prices are comparable to competitor Specialized!

Online In-store

Incorporate a quiz in the beginning of your website to help direct

shoppers to what kind of bike is the right fit for them!

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!

Keep the store simple, but infuse it with personality and

keep employees educated and well-

informed!

Use website to improve brand loyalty and dispense information, leading to more in-store and IBD sales!

Place Strategy

Promotion Strategy Traditional

MediaInteractive

Media

Social Media

Promotion Strategy: Traditional Media

Print Ads in People magazine

Television TBS between 3pm

and 7pm

Radio Morning and evening

commute

Billboard Major Midwestern highways !

Promotion Strategy: Interactive

!Interactive Events

Co-sponsorship at live events,

such as at major running events, outdoor gear exhibits, etc.

Interactive Media Online advertising — rich media ads Audio streaming on Pandora and Hulu advertising

Promotion Strategy: Social Media

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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

Instagram and Twitter should have an equal amount of images of men and women

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

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

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%!

Advertising Strategy

Develop integrated interactive and traditional media plans to launch in 2016

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Develop better cross promotion between the Trek website and social media

Campaign Scope

Pulse Campaign

Heavy advertising in spring/summer months and light advertising in the fall/winter months with a push near

Christmas !

Rationality

Advertising is targeted toward Midwest area and a

year-round campaign could be used for areas such as the west and

east coasts

Not just a bike. A way of life.