TIMBERLANDRFP

HELLOANDREW SELBY ACCOUNT MANAGER

ALEC SYNNESTVEDTCREATIVE COPY WRITER

ARIEL HAMMER CREATIVE / ART DIRECTOR

DANIEL STREADBECKCREATIVE COPY WRITER

KELSEY ELLEFSONPLANNER

ROBERT MAIDENS RESEARCH ANALYST

nice to meet you

AGENDA

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1 • CHALLENGE

2 • EXECUTIVE SUMMARY

3 • BRAND ANALYSIS

4 • MARKET ANALYSIS

5 • THE TARGET

6 • THE IDEA

7 • THE MAIN EVENT

CHALLENGE

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Why we are all here today

• Help Timberland become relevant to a new group of consumers

• Create meaningful awareness and affinity for the Timberland brand

• Create unique positioning for the Timberland brand

• Find consumer motivating strategic insights

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IDENTITY CRISISEMBRACED BY A GROUP OF CONSUMERS THAT THE COMPANY HAD NOT TARGETEDAND DID NOT UNDERSTAND:THE “URBAN CONSUMER.”“Timberland is being adopted by a consumer that wedidn’t know existed relative to our target audience,”CEO Jeffrey Swartz told the Times back then,adding that your brand was all function, not fashion.

TIMBERLAND LOST TOUCH WITHTHE AMERICAN WORKER.During three hundred interviews conducted,respondents “Actually love the brand... and wouldbe more than willing to buy it if the functionalattributes (American National Standards) were there.” -Rob Walker, 2008. Buying In: The Secret Dialogue Between What We Buy and Who We Are

How Timberland Lost Relevance

The legend goes that the first “urban” buyers ofTimberland boots were NYC drug dealers—guys who hadto stand on the street all night and needed the bestpossible footwear to keep them warm and dry. Perhaps alegend all that is.*

Timberland’s latest strategy of “Fewer but better” is concentrat-ing on Big Ideas such as the best of Timberland’s product engine, combined with integrated brand-building efforts. The strategy has unlocked an opportunity to revitalize the brand’s presence with a compelling multi-faceted campaign rooted in social media to be launched in the Fall of 2010.

Timberland confronts the obstacle of reclaiming target consum-ers in a manner that underscores their authentic, durable, func-tional, practical, and aesthetic products and through focusing on classic styles and originality. Timberland’s unparalleled com-mitment to building great, insight-laden product backed with emotional storytelling is a combination that will return Timber-land to profitable growth. 4

Timberland

EXECUTIVESUMMARY

RESEARCHTimberland harnesses the power of the outdoors, emphasizing durability, comfort, rugged performance and craftsmanship in their men’s products. In fact, Timberland’s percentage of revenues derived from footwear sales have steadily increased on an annual basis since 2007—from 70.0%, to 71.4%, 72.4% respectively.

In today’s economy, the frequency of replacement purchases has slowed, particularly the outdoor footwear industry. By leveraging Timberland’s footwear in communica-tion, specifically the iconic yellow boot, we see an opportunity to reposition the brand as the maker of the most reliable footwear.

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Footwear

Apparel and Accessories

TIMBERLAND’S PRODUCTS FALLINTO TWO PRIMARY CATEGORIES

6COMPETITION

• “Never Stop Exploring” • Strong Social media push across multiple channels• Marketing efforts include ever-expanding retail, online and social media presence• Target outdoor athletes and enthusiasts• Created an Endurance Challenge in Beijing that drew more than 3,000 athletes in 2009

• “Get Outside Yourself” • Family company focused on kayaking, biking, camping, and hiking• Strong social presence centered around inspiring and educating all about the outdoors• Created outdoor adventure schools through their store with various activities• Sales exceeded $1.4 billion in 2008 • Privately held, consumer-cooperative company

• “Welcome to the Great Outdoors” • Largest seller of ski apparel • Strong sponsorship with Team Columbia biking team, which is #1 in the world• Most known for their Bugaboo jackets• Footwear was only 17% of their sales in 2009 • Marketing efforts include a strong blog, PR and brand communication and internet/print ads that attempt to boost in-store displays• $1.36 billion in sales in 2007

• Donate 1% of sales of 10% of revenue to green initiatives • Fleeces, coats and rain jackets are their leading products• Mission is to make the best product without causing unnecessary harm• Marketing efforts include a strong social presence and blog, a focused PR department and work with environmental groups

• Majority is done through mail order and online sales• Famous for “Guaranteed. Period” policy, where consumers can exchange or return at any time• Small social presence that tries to connect consumers by sharing summer plans on the website or on facebook• Stress is on customer service

• Emphasize quality, value and service• Myriad past ventures, including a mountain bike line and have had sponsorships with Oakley and National Geographic• Stress their mountain gear through First Ascent line of clothing and use of their social media, blog and website

• Feature an L.L Bean Discovery School, where consumers learn how to do outdoor activities• Many product videos are featured on their website• Strong social presence, and sponsor an award for people that help preserve the outdoors

TIMBERLAND IS

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DIFFERENT• We appeal to a broad consumer base through a strong history born from hard work, comfort, quality, and style

• We have an iconic product in our boots that truthfully is more rec-ognizable than the L.L Bean boot or the Bugaboo jacket. When people think, “quality boot,” they think Timberland

• Timberland has fantastic products and ample brand equity to stand on. Most competitors leverage social media and environmental responsibility well; we can elevate Timberland above the competition by making our heritage, an advantage the competition doesn’t share with us, a contemporary characteristic. There is an opportunity for Timberland to not only embrace their iconic product,but to celebrate it.

Timberland’s Place in the Market

MEET THE TARGETGood work starts with a good pair of boots. Timberland hasstood by the quality of its product to protect generations ofworkers from the rain, deep snow, slush and mud. The work-place once called for rugged shoes to stand up against thefactory floors, construction sites, and the great outdoors. Butthe workplace has changed, and we see an opportunity to inspire workers to do good work that extends past their nine-to-five.These are men who work hard and play hard. Timberland can satisfy a need for Gen X dads who face new pressures to deliver good work in different ways than prior generations.Our research reveals that tension is building in workplaces across the nation as fathers press for more family time. Dads aren’t working in the same ways, places, or professions as they used to. Further, the distinction between professional and personal life is increasingly difficult to make.

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These are Men Who Work Hard and Play Hard

Men today are far more involved with their families than ever. –Manhood in America: A Cultural History.

Today’s dads love spending up to 3 hours daily with their kids,but often feel that the pressure of the workplace cutsinto their time to play. –U.S. Department of Labor, National Study of the Changing Workforce, 2008

With 84% of Gen X dads working full-time,they can’t devote as much time as they’d liketo their family, and 73% of the target feltthat most of their satistifaciton comes fromtheir home and family. –Yankelovich Partners Inc. 2005

The percentage of men who report they do most or an equal share of cooking has increased substantially since 1992, from 34% to 56%, and most of these men are Gen X dads

While a significantly larger percentage of men say they are involved in cleaning responsibilities in 2008 than in 1992, women do not report any change over that period (Families and Work Institute; 01-Jan-2009)

So, these men still demand quality, but they need it and desire it for different reasons than they used to, and their spending reflects that:Quality and reputation is what dad looks for when buying products for their families; price is much less of a factor. (Packaged Facts; 01-Jul-2008) 9

Domestic work has become a responsibility akin to work

THE SECOND SHIFT

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PROBLEMShopping ranks amongst the least favorite activity for dads. Friction, and a strategic insight, arises in the conflict Gen X dads see between their second shift and their fun time. They watch TV and listen to radio more than they thumb through magazines. And when it comes to shopping behavior, Gen X dads don’t browse. They buy. Brandweek; 15-Sep-2008

These men have little time. They don’t like to shop. So, when they do decide to shop, they like to make a quality purchase that will last a long time. They are willing to pay more for a high quality product.

By repositioning the purpose of the Timberland boot not only as a nine to five work boot, but also as a product that satisfies the needs of the modern father, we provide a solution for them. And, if they can see Timberland as a contemporary solution, not just a historic one, we become incredibly, wonder-fully, profitably relevant.

Money Rich, Time Poor.

BRAND CONNECTION1 • STRONG ENOUGH TO GET WORK, THEN TO PLAY Younger dads are spending over 50% more time with their children on workdays than Baby Boomer dads with children the same age Fathers of children under age 13 spend 1.94 hours per day in leisure and sports activities as they care for their children. (New Strategist; 01-Dec-2008; American Men: Who They Are and How They Live – 2008)

2 • THE SHOES HELP THE MAN MAKE HIMSELF Gen X parents are more receptive to advertising and new and unique products than their older counterparts. (Yankelovich Partners Inc.; 12-Jul-2006; The 21st Century Mom & Dad)

3 • GEN X DADS VALUE QUALITY Quality makes Timberland boots the ideal sell ...with $22,562 average spendable income, it’s within their reach (www.conference-board.org)

After covering essential living expenses in North America, utilizing spare cash to purchase retail has increased 5 index points since Q3 of 2009 and is at it's highest since Q3 of 2008. (05-May-2010; Global Consumer Confidence, Concerns and Spending-- A Global Nielsen Consumer Report.) 11

People Choose Brands that Reflect Themselves

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The Big IdeaWHOConsumer insights show thatGen X dads love to play, andthey care about lasting quality

HOWWe’ll leverage Timberland’squality heritage by breakingthrough the target’s marketingresistance in a contemporary way

Our consumer insights show that Timberland is renown for quality.We want to leverage this perception in a way that is compelling,disruptive, and portrays quality in a way consumers can’t ignore.Timberland strong enough for life is intriguing and cool. It’s funny. It’s powerful, and it’s convincing.True to the DNA of Timberland.

STRONGENOUGHFOR LIFE

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THE COMMUTEon the road again

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We’ll buy the commercial rights to a season of our target’s favorite TV show on Hulu. During every commercial break, the viewer will choose between watching one of our viral videos or playing the Timber Land video game— a stylized, come-dic adventure into the world of the Timberland boot.

HULU GAME The New TV

PRINT Oldie but Goodie

Take an every day product and make it to look like a Timberlandalong with clever copy of how the featured product would workbetter if it were Timberland made.

What if every product was madewith the same craft and considerationthat goes into Timberland footwear. Leaks, unheard of.Rashes, not with this comfort.Disposible, not to me. Strong enough for life.

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On average Gen X men spend nearly 6 hours a week surfing the web. – 05-Aug 2010 Television, Internet and mobile usage in the US -- Three Screen Report Nielsen

WEB ADSFlashy Flickering Boxes

Eight to ten webisodes will explore the quality, and clever comedy, of a world where other products are created with the same care and consideration as Timberland products.

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VIRAL VIDEO SERIESFree Ninety Nine Publicity

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• “Check points” set up at parks, events, stores... people take pictures with “checkpoints” and upload to the web.Who ever takes the most pictures, with the most “Check Points” in a set time or region wins a GRAND PRIZE! This “Act” gets people to go out connect the online experience and brand to traveling and activities…• Promoted on web, TV, FB, twitter etc... where these “check points” are set up.• Doesn’t eliminate non-smart phone owners• Connected to “social media” FB, twitter, four square etc...

ACTSChange Human Behavior

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• Kiosks will be placed in the highest grossing retail locations to provide a high-impact buying experience that creates brand affinity• Timberland kiosks will reflect the brand’s cutting edge, forward-thinking philosophy and performance• They’ll educate and entertain• They’ll provide a cool factor that can’t be overlooked• They enable the product to successfully sell itself• Drive customers to actually try the product for them-selves

AUGMENTED REALITY

• Icons highlight product strengths, and will help the product sell itself successfully• Packaging and presentation, especially icons, will make the Timberland Nutrition Facts more effective

PACKAGINGSimply Iconic

Education. NOW IN 3-D!

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BRAND STORY• We’ll bring the story and history of the brand to the foreground while simplifying overall look and feel to make the experience more contemporary• Make it a destination, not just a check-point• Visuals and UI will differentiate Timberland from the competition and enrich experience

SIMPLIFYING RETAIL• Strengthen icon and search navigation to better align with the target’s existing web behavior • Utilize the powerful, iconic contour line Timber-land logo to streamline navigation• Simplify search and navigation functions to make product selection more streamlined and intuitive

UNIFY WEB PRESENCE• Unify web presence so no matter what, users know they’re connecting with Timberland and they’re never lost• Unify all social media platforms to ensure con-sistent, cohesive communication

WEB CONSOLIDATION All Together Now

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• Highlights the strengths of Timberland by taking them out of context

• Appeals to target’s desires for fun and quality in a way that is both pertinent and permanent

• Universal theme that translates across multiple media platforms to directly communicate withbuyers and a new generation of consumers

• Brings the Timberland brand and purpose to the target, bringing relevance easily within reach

WHY IT WORKSIts Science

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MEDIA SPENDING 2010

JAN FEB MAR APR MAY JUN JUL AUG SEP

JAN FEB MAR APR MAY JUN JUL AUG SEP

JAN FEB MAR APR MAY JUN JUL AUG SEP

JAN FEB MAR APR MAY JUN JUL AUG SEP

JAN FEB MAR APR MAY JUN AUG SEP

JAN FEB MAR APR MAY JUN JUL AUG SEP

OCT

OCT

OCT

OCT

OCT

MEN’S HEALTHPRINT

FACEBOOKSOCIAL MEDIA

MEN’S HEALTHWEB

NBC (30 ROCK)HULU

YOU TUBESOCIAL MEDIA

DEC

DEC

DEC

DEC

DEC

$ PERAD

TOTAL$

OCT

OCT

OCT

OCT

OCT

NOV

OCT

OCT

OCT

OCT

OCT

OCT

OCT

OCT

OCT

$60,000

$60,000

$404,910

$90,000

$134,970

$78,970 $238,000

CONTINUED

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MEDIA SPENDING 2011

JAN FEB MAR APR MAY JUN JUL AUG SEP

FEB MAR APR MAY JUN JUL AUG SEP

FEB MAR APR MAY JUN JUL AUG SEP

FEB MAR APR MAY JUN JUL AUG SEP

FEB MAR APR MAY JUN AUG SEP

FEB MAR APR MAY JUN JUL AUG SEP

OCT

OCT

OCT

OCT

OCT

MEN’S HEALTHPRINT

FACEBOOKSOCIAL MEDIA

MEN’S HEALTHWEB

NBC (30 ROCK)HULU

YOU TUBESOCIAL MEDIA

DEC

DEC

DEC

DEC

DEC

$ PERAD

TOTAL$

OCT

OCT

OCT

OCT

OCT

NOV

OCT

OCT

OCT

OCT

OCT

OCT

OCT

OCT

OCT

GRAND TOTAL $2,833,700

$140,000

$140,000

$210,000

$944,790

$546,000$78,000

$134,9710

TIMBERLAND STRONG ENOUGH FOR LIFE