Soulcycle is a fitness company known for high-energy spinning classes in an upscale environment. The media plan aims to increase brand awareness of Soulcycle's unique workout classes among women ages 25-45. The plan allocates 85% of budget to magazines placements focusing on lifestyle publications. It also dedicates 5% to search engine marketing and 10% to display ads to reinforce messaging across media. Magazines are emphasized as they highly target the audience and provide long-term exposure through repeat readership.

1. MEDIA PLAN
By ALICJA FRATCZAK

2. BACKGROUND
Soulcycle is fitness company that has revolutionized the fitness industry
by making spinning classes a wholesome experience, rather than just a
regular workout class. Founded in 2006 by Elizabeth Cutler and Julie
Rice, Soulcycle quickly grew to become a hip and upscale alternative
to gyms and fitness studios. The company opened their first studio on
the Upper West Side in New York City and since then, it has opened 25
locations nationwide and plans to expand to 60 locations worldwide
by the year 2015.
Soulcycle prides itself in selling more than just a workout class. It sells an
entire experience by creating a spiritual ambience filled with candle
lights, high-energy music, and inspiring world-class instructors.
Soulcycle is know for their approval among many celebrities, such as
Kim Kardashian, Katie Holmes, and even Jonah Hill, and the studio has
been recognized in multiple lifestyle magazines. All of the ‘buzz’ about
this fitness studio has led to creating an entire community of Soulcycle
fans and members, helping position the company as upscale and
exclusive.

3. PRODUCT
The ultimate product Soulcycle is selling is a class at one of their fitness
clubs. The prices for the classes vary based on region and amount of
classes purchased. As pictured below, the classes are very pricy
considering that a gym membership in a regular gym can cost less than a
just a single Soulcycle class. The high price point seems to reflect the elite
image this company has build for itself.
KEY SELLING MESSAGE
Soulcycle delivers unique workout classes in an upscale and high-end
enviorenment .

4. MEDIA OBJECTIVES
• To utilize media in a way that successfully and effectively communicates
the key selling message, which is to sell unique workout classes in an
upscale environment.
• To increase brand awareness and reach the defined target audience.
• Provide national base of support.

5. MEDIA PLAN CHOICE
III – Magazines and Internet
Magazines: 85% Cost: $1700M TRP: 135
Internet: 5% Cost: $100M
(Search)
Internet: 10% Cost: $200M
(Display)
TOTAL: 100% Cost: $2000M TRP: 135
MAGAZINE R/F: 83/1.6
(Women ages 25 – 45)

6. MEDIA STRATEGY
WHY PLAN III?
• Major focus on magazines
• High skew towards the target market
• Internet search is an important component
• Internet display allows for integration and recency across media outlets
• Not saturated among too many media types
MAGAZINES:
Lifestyle magazines, like Shape, Self, and even Elle, tend to always cover the newest
fitness trends and are heavily influential among the target market. They provide
various ways to incorporate ads, such as full page spreads or native advertisements,
allowing for flexibility and creativity in execution. Since magazine advertisements
can be simple in design, they can clearly communicate the key selling message. For
example, a magazine ad could explain that Soulcycle sells single classes rather than
monthly memberships and could list current prices. Along with crisp imagery, such a
magazine ad is attention grabbing and simple enough not to confuse the reader.
They also provide a big advantage in that they are more long term and provide a
source of return reference: a reader might look through a magazine several times.
The ability of printing high quality images will resonate well with the top notch design
of Soulcycle gyms and their overall image.

7. INTERNET SEARCH
Proper coding and Search Engine Marketing can be a huge asset to any
company. Since the marketing messages are part of the search results, they
are fully integrated and do not feel like an annoyance to the user. We can
utilize this technology and have Soulcycle show up whenever someone
looks for things like ‘workout ideas’, ‘gyms near me’, or ‘weight loss’, etc.
INTERNET DISPLAY
Although pop-up advertisements and banner ads might not always have
the highest click through rates and are sometimes seen as an annoyance,
they are still considered a big part of any advertising effort. With good
placement, they can effectively catch someone’s attention and allow for
interactivity. If the ad is integrated with other media components, they
increase the recency effect and help the offer stay current in the users
minds.

8. MEDIA RATIONALE
Utilizing magazines as the primary medium is a perfect fit for the selected
target market. According to the provided indexes, magazine readership is
highly concentrated in this target market and skews upwards, suggesting
that this medium is highly efficient in reach. With an index of 135, magazines
provide high selectivity with respect to target audience, showing that
magazines are an important medium among this target. With a focus on
magazines, Soulcycle can easily asses how many people their
advertisements are reaching and it can also be fairly selective in doing so.
Placement in lifestyle and enthusiast magazines can have a smaller yet
significantly more effective reach than a mass TV advertisement.
Soulcycle’s selling message is not seasonal or time sensitive, therefore it can
be displayed in magazines all year round, and even when the user flips
through the magazine a month after purchase, the offer is still relevant and
timely. The variety of options available for magazine advertisements is huge,
which can allow Soulcycle to customize their selling message based on the
type of magazine they are using and allow for different types for interaction.