What is the problem?
A San Francisco original since 1989, Timbuk2 has built a solid reputation from its messenger roots, creating a loyal following as more than a bag, a bond. Despite having never advertised, there are high emotional attachments with users, most seeing their T2 bags as completely indispensable.
There are two main problems:
1. The barrier to national expansion is replicating the genuine authenticity that exists here in San Francisco in new markets
2. Financial resources for national expansion
Who are we talking to
The city urbanite who lives and/or works in urban areas in the city. They might have an office job, they might be freelancers, they may be in school, where ever they are, these are the people getting it done; practical daily commuters with much to do as they move from place to place throughout their day.
They are opinionated, expressive and creative. Think of the casual intellectuals with a hand in everything that just ooze coolness without even trying. They have a sense of self-comfort, openness and understanding of the world, are attracted to new thinking and enjoy discussing ideas and innovations. You can’t help but like and listen to them. Their association with “youth” is more to their sense of style and activeness than age as they are more self secure, with less concern or need to confirm themselves with brands. Having found direction and developed their own sense of identity, they enjoy rich and meaningful lives, both privately and professionally, and measure wealth by their experiences opposed to income.
They select Timbuk2 over other bags in the category because of its historic messenger roots, a revolution of its time, comfort and utility. The purpose of the bag and what it allows for is its unique selling point.
What we need to do
Demonstrate Timbuk2’s practicality by enhancing the users’ physical movement, and their authenticity in that the brand represents a philosophical movement.
What is the main idea
Free to move.
What is reason to believe
Not satisfied or settling for the bags on the market, a San Francisco bike messenger decided to create one himself with an old sewing machine. The Timbuk2 bag is designed for superior durability, comfort and mobility.
The Timbuk2 movement has contributed to many innovations in the industry, in 1994 they pioneered the concept of the built-to-order custom messenger bag, and again in 2000 with the very first build-your-own web site. Having never advertised, their passion for designing and manufacturing functional, rugged, stylish bags has made Timbuk2 a popular, authentic and recognizable icon.
Moving forward the company expands their city-bred sensibilities to a broader range of products and wider audience to allow for various activities, providing the basic equipment that allows the user to move, uncompromised: enabling transport of laptops, change of clothes, school books, iPods, whatever a person may need, where ever they may need it.
What is the Tone
authentic, progressive, nonchalant
Practical Considerations
Product Hang Tags and In-Store Displays, Event Banners
Introducing Timbuk2 in new markets should work as a natural adoption, in touching our base we will, in different phases, have the following activity:
- Free WIFI—traveling around the country in specific areas in select cities for a specified period (week-month)
- Sponsorship of Great Urban Race (tours 21 cities)
- Timbuk2 Bus Guerilla Stunt—T2 will wrap and run paid buses around select cities for 2 hrs in peak commute times (1hr in AM and 1hr in PM)
