Cycling WorldCampaign

September 30, 2016

Blue Mountain media is pleased to present this proposal with the objective of driving awareness of the Cycling

World through trials in emerging markets where the brand is currently unknown.

● Objective● The Why?

● Target Market● Research

● Key Points of Communication

● Communications Channels

Objective Why?

Cycling World Brand

Target Market

Market Research

Key Points of Communicaiton

Web / Mobile

TV

Social Media

email

Channels

The Cycling World Brand

● Premium Lifestyle Brand● Meditative Experience● Party Atmosphere● Tribal / Fun / Immersive● Celebrity and influencer endorsements● Strong brand recognition through clothing● Fresh and sophisticated themes (Scented candles, etc.)

● Women● 23-45 years old● Urban environment● Middle class average of $200K - $1M annual income● Enjoys results oriented workouts including personal

training, marathon prep teams, Soul Cycle, Barre, Yoga● Seek “Social and fun” experiences

Target Market

● Where do we find them?● What is the market size?● What do they like to do?● How do we form an emotional attachment?● What call to action would work best to capture their

attention?

Market Research

Creating a significant amount of demand to an audience that understands this is an EXCLUSIVE brand and has limited availability and an air of uniqueness to Cycling

World

The Marketing Problem

Key Points of Communication

Clarity

CredibilityRelevance

● We are the go to brand for this experience● Celebrities and influencers communicate this message● Space is limited– Act fast to be a part of this exclusive

club● Great physical results as well as a therapeutic

emotional experience

Key Points of Communication

● Cutting edge design● Unique and seamless UX● Comprehensive and Paid Search and SEO to drive

traffic● Free offers and signups for trials● Focus on look and feel of the brand including the

clothing

Web and Mobile

● 30 second ads that showcase the experience● Focus in on the clothing line● Emphasis on the perishable opportunity to “join the

club”● Call to action to signup for trials● Ads to the targeted demographic

Communication ChannelsLocal TV Ads

Communication ChannelsSocial Media Marketing Campaign

● Instagram and facebook ads including post with influencers and celebrities

● Rich content communicating the unique brand experience

● Facebook Re-targeting to push ads to previous web site visitors

● Email opt-in to build list