Strong messaging with soul(cycle)

We’ve been taking lessons in strong design from brands millennial parents love. We’ve learned from Amazon. We’ve learned from Adidas. Today we learn from SoulCycle.

SoulCycle is much more than a host of beautiful, innovative spin class facilities. SoulCycle has achieved cult status with millennial parents and is an inspiration when it comes to strong messaging.

3 Strong Lessons from SoulCycle:

#1 New Rider Experience

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SoulCycle’s new rider experience begins on their website.  They promise an experience that will help you emerge feeling stronger and create energy with bold imagery and words. For their cult community, this feels right, but for new riders, this could generate a few nerves of anticipation.

To balance the hype, SoulCycle does a great job helping new riders prepare for their first ride. They go beyond the schedule of classes and costs. They outline the prep, the arrival, the set up and the ride. They do this so new riders feel ready, confident and excited as they walk into the studio.

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#2 Instructors with Soul

The instructors are what take SoulCycle far above average and deliver an experience that is soulful and unique. SoulCycle shows (vs. tells) how their team creates an uplifting experience that brings the best out of their riders. Their instructors take center stage throughout their website.

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We talk a lot about faculty stories and how they can set your school’s story apart. Take some inspiration from how SoulCycle profiles their instructors to how you can profile your faculty beyond the standard directory.

#3 Backed by a Manifesto

Behind SoulCycle’s strong messaging is a strong manifesto. SoulCycle doesn’t sound or look like any other fitness facility because they know what they stand for, have a strong POV and focus in on specific areas where they excel. This is critical to achieving strong messaging.

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While SoulCycle titles this strategic filter as a Brand Mantra, we refer to this important tool as a manifesto. Every school marketing team should have one. Your manifesto is your powerful promise that strategically influences every messaging and design decision you make.

For another example, check out the HelloMethod Manifesto. It is the backbone to everything we write, design and share. It keeps us on point and challenges us to deliver on individuality, creativity, and outward optimism.

When you are ready to take on a stronger manifesto, stronger faculty stories or a stronger admissions page, let’s talk. We are ready to do this with you.

See you next Monday,

Cheryl Sig@500px

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