CANNONDALEThe MounTain is Calling

g R o u P B

Ashwath SriHari, Bianca Tavares, Chen Yang Lim,

Elizabeth Hoffman, José Castillo, Malak El Halabi, Tara Deighton

G R O U P B

insighT

Cannondale is currently selling an innovative high quality product but not a lifestyle.

TaRgeT PRofile

• Professionals above 30• Disposable income• Weekend warrior

aRCheTyPes and suB segMenTs:

• Achiever • Urban Athlete• Outdoor native • Aspirational core

Mountain Biking as

es·cap·ism

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Reasons why PeoPle seek ouT These exPeRienCes:

• Increased self esteem

• Increased self confidence

• The exhilaration of overcoming a challenge

• A sense of achievement and well being

• Awareness of new life priorities aRCheTyPes and suB segMenTs:

ACHiEvEr A want-to-be-pro. Provides a sense of controlling accomplishments.

UrBAn ATHLETE Seeks outdoor sports to escape hectic urban lives, a stress reliever.

OUTDOOr nATivE Loves to be surrounded by nature. Motivated by enjoyment of experiences.

ASPirATiOnAL COrE Looking to learn and master new, challenging activities.

Sport does not only

have a positive impact

upon the physiology of

a participant, but upon

the psychology of that

person also. Transferring

the learning to the

outdoor environment and

detaching it from the real

world these concerns are

left behind.

34% ouTdooR ConsuMeRs

live in CiTies

“These consumers tend to be ethnically diverse, active, and spend the most on outdoor gear”

outdoor industry association’s 2014

Emotional Strategy

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Community and Social Media

Be loCal

FACEBOOk Campaign to vote for tracks and trails to create a ranking list. facebook ad campaigns with audience targeting for awareness.

“Best Bike Shops in your area”, “Best trails just an hour away”

Meetup: Something you do with friends.

Best Routes close enough for a weekend.

Be PeRsonaBle Emphasis on Ambassadors with the “Goodfighter” campaign to create a human connection with the brand.

Be TaRgeTed

FACEBOOk: Company Information, News, and Promotional Events - Achiever / Brand Fan

TWiTTEr: Customer Service, Technical Questions, Aspirational

inSTAgrAM: Professional Take over, In-the-moment picture updates. - Outdoor Native, Urban Athlete

YOUTUBE: GoPro Video Campaign, “Goodfighter” Videoblog - Aspirational Core, Achiever

gOODFigHTEr In the Moment updates BLOg

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exTReMe sPoRTs oRganizaTions Aspirational, Urban Athlete, Outdoor Enthusiast“ALTEr-EgO” rEBEL iMAgE

Connect to Adrenaline Junkie communities” - Athletes

gOPrO Synonymous with adventures and outdoor sports, gopro has a userbase from novices to professionalsrEDBULL-LikE ATHLETES

Partner with professional mountain bikers to generate branded content/videos ← aspirational

CuRRenT CoMMuniTy auThoRiTies Mountainbike Magazine (EnDUrO)

Union Cycliste Internationale Mountain Bike Influencial figures – 3-time UCi World Champion, Aaron gwin Global Mountain Bike Network (YouTube channel)

Online Forums (MTBr, MBr, global Cycling network, Bike radar)

geogRaPhiC evenT Planning gArMin PArTnErSHiP to have users share the past routes. “Map your ride”

OrgAnizE MEETUP events to enable communities to plan and share experiences. Perhaps with a mobile bike campaign.PArTnErSHiPS WiTH TrAvEL AgEnCiES:

bike + accommodation deals.

Outreach

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CoMPany Made

Move beyond their technology, and develop experience and lifestyle. • Main pages to convey experience and emotion, move

technical information on to product based microsites.

• Highlight user experience with a “Stories” and “Community” pages

• Feature professional social content announcements on homepage for inspiration

Bike TRavel MiCRosiTe

“How to travel with your bike”, Trail map by cities with difficulty rating. top trails by region, bike/gear recommendation, uses your GPS location in partnership with Garmin

useR geneRaTed

Crowdworking

• Allow users to celebrate accomplishments, share experiences, and develop a connections

• Customer written stories, trail reviews, and trail videos

• GoPro biking videos – video contest

• “My weekend was ______” Campaign

ContentOWnED vS USEr gEnErATED

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