This document outlines This Guy Agency's strategy to help the brand Timbuk2 connect with core users and mass market audiences. The strategy aims to project the emotional connection core users feel with Timbuk2 based on a lifestyle of independence and passion for experiences onto mass market audiences. It proposes targeting communications based on shared values of lust for life and open mindsets. The integrated marketing plan combines awareness campaigns like print and online ads, involvement initiatives like sponsorships and promotions, and knowledge-building efforts including PR and mailings.

1. Timbuk2
This Guy Agency

2. Meet The Team
Courtney
Jen
Jochen
Martha
This Guy Agency

3. Agenda
Objectives
Strategy
Creative Execution
Media
This Guy Agency

4. Objectives
Raise awareness and create an emotional
connection to the brand.
Involve our target into the brand’s world
and interact with existing fan-base.
Raise knowledge about the brand and
products.
This Guy Agency

5. Challenges for the Strategy
Gain key insight into Timbuk2 target.
Differentiate Timbuk2 from competitors on
an emotional level.
Shepherd Timbuk2 into the mass market.
Connect with new users while maintaining
a positive relationship with existing users.
This Guy Agency

6. Core Users
Emotional Connection
Active
Authentic
Stylish
Unique
This Guy Agency

7. Building up the Strategy
Growth due to Recommendations
Core Users Mass Market
Essence
PERCEPTION PERCEPTION
of the o Active o Functional
o Authentic o Durable
Bike- o Stylish o High Quality
Messenger
o Unique
Project the emotional
connection of the core
users to the mass market
This Guy Agency

8. Core Users
Evangelists
73% said they are
‘Very Likely’ to
recommend a Timbuk2
bag to their friends.
This Guy Agency

9. Building up the Strategy
Growth due to Recommendations
Core Users Mass Market
Essence
PERCEPTION PERCEPTION
of the o Active o Functional
o Authentic o Durable
Bike- o Stylish o High Quality
Messenger
o Unique
Project the emotional
connection of the core
users to the mass market
This Guy Agency

10. Mass Market
Moving into mainstream
Do you think Timbuk2 is
a mainstream brand?
No 10.71%
23.02%
36.88%
19.80%
Yes 9.59%
This Guy Agency

11. Building up the Strategy
Growth due to Recommendations
Core Users
Essence Mass Market
PERCEPTION
of the PERCEPTION
o Active
o Functional
o Authentic
Bike- o Durable
o Stylish
Messenger o High Quality
o Unique
Project the emotional
connection of the core
users to the mass market
This Guy Agency

12. Building up the Strategy
Growth due to Recommendations
Core Users
Essence Mass Market
PERCEPTION
of the PERCEPTION
o Active
o Functional
o Authentic
Bike- o Durable
o Stylish
Messenger o High Quality
o Unique
Project the emotional
connection of the core
users to the mass market
This Guy Agency

13. Building up the Strategy
Growth due to Recommendations
Core Users
Essence Mass Market
PERCEPTION
of the PERCEPTION
o Active
o Functional
o Authentic
Bike- o Durable
o Stylish
Messenger o High Quality
o Unique
Project the emotional
connection of the core
users to the mass market
This Guy Agency

14. This Guy Agency

15. The Bike Messenger. Free. Independent.
His wealth is measured in spirit. Not dollars.

16. 2 Questions
1. What is your profession?
2. What do you do in life that you truly love?
This Guy Agency

17. Target Insights
Job title does not define them
On the go lifestyle
Rich experiences
Passionate
Independent
This Guy Agency

18. Building up the Strategy
Shared
Values Growth due to Recommendations
Core Users
Essence Mass Market
PERCEPTION
of the PERCEPTION
o Active
o Functional
o Authentic
Bike- o Durable
o Stylish
Messenger o High Quality
o Unique
Project the emotional
connection of the core
users to the mass market
This Guy Agency

19. Building up the Strategy
Shared
Continued Growth due to Recommendations
Values
LUST FOR LIFE
This Guy Agency

30. Distribution
Expand current distribution
Aligned to the world your consumer is in
This Guy Agency

32. Media
Integrated plan to maximize the
touchpoints with our target
This Guy Agency

33. Print & Outdoor
Lust for Life Open Attitude/Mindset towards Life
Awareness
Online-Banners
Support Involvement and Awareness
Promotions Sponsorships/Events Brand-Partnerships
Involvement Stickfigures Festivals/Exhibitions Special-Editions
The new route Competitions Fun-Games
Microsites/E-Mail
Interactive Platforms, Information, News
PR Mailings
Knowledge Store-Events Innovations
Mediapartnerships New Store-Openings
T2-Story Participations

34. Print & Outdoor
Lust for Life Open Attitude/Mindset towards Life
Awareness
Online-Banners
Support Involvement and Awareness
Promotions Sponsorships/Events Brand-Partnerships
Involvement Stickfigures Festivals/Exhibitions Special-Editions
The new route Competitions Fun-Games
Microsites/E-Mail
Interactive Platforms, Information, News
PR Mailings
Knowledge Store-Events Innovations
Mediapartnerships New Store-Openings
T2-Story Participations