2. A Specialty Service Retailer with locations in:
§ Dallas
§ Fort Worth
§ Plano
§ Southlake
§ Flower Mound
§ Highland Park
§ Uptown
3. Cycle Packages & Pricing: Pay as you ride pass or a cycle package
§ First Ride Free
§ 1 class - $20.00
§ 7 classes - $133.00 ($19.00 per class)
§ 11 classes - $198.00 ($18.00 per class)
§ 22 classes - $374.00 ($17.00 per class)
§ 44 classes - $704.00 ($16.00 per class)
Unlimited Classes - $185.00 a month (3 month unlimited rides contract - once 3 months
are complete, the contract converts to a month to month payment)
Merchandise: Apparel and fitness accessories
§ Men’s and Women’s apparel - $48 to $154
§ Cycling Shoes - $150
§ Water Bottle - $20
§ Headbands - $15
4. Current Media Mix
Traditional Marketing:
§ Radio
§ Print magazines
§ Print newspapers
Digital Marketing:
§ Website
§ E-mail
§ SEO and retargeting
§ Social Media Platforms
§ Twitter
§ Spotify
7. TREND LOCATION DESIGN
PRICE POINT DEMOGRAPHICS SOCIAL MEDIA PLATFORMS
DIGITAL MARKETING EXPANSION APP
BUDGET QUALITY SIMILAR COMPETITION
THREATS (–)
STRENGTHS (+)
WEAKNESSES (–)
OPPORTUNITIES (+)
8. Gap Analysis & Budget
Where we are:
§ Presence on Social Media
§ Using first party
data (information
that we have
collected about
our customer) to
retarget
§ A website where
consumers can
become “cycle
paths” (purchase
rides and book
classes)
§ Display advertising
with the Google
Display Network
Where we want to be:
§ Presence on Social Media
§ Goal 1: Using first and third party
data to retarget customers
(aggregated from other websites)
§ Goal 2: We want to create an
app that shows mobile
conversion, and allows members
to book classes based on location
as well as purchase rides and
merchandise
§ Goal 3: Although we are running
on the Google Display Network,
we want individual placements
for our display ads to reach
specific websites
Budget: Social Media - $19,200 | Display Advertising - $30,800
