$22
Presale CPL
800
Starting members
1,800
Members after 12 Months
Our growth partners
Services
Paid digital
Across Meta & Google with dynamic campaign structures
Consultation
With Anytime Fitness support office to ensure national media is considered.
Social management
Content creation, content approvals, and community engagement.
Sales Training
Presale-specific training on how to sell during a club closure
Challenges
- Campaigns
- Local Engagement
- Openings
- Presale
- Facility updates
- Strategy
While our primary KPI was to maximise lead and sales opportunities during the refresh period, there were several key considerations to work towards. First, repositioning the gym as the leader in the marketplace was essential; this required effective communication of the new product-market fit to the local community.
To do so, we leveraged our content ecosystem to showcase what was to come. Given that we had only one opportunity to make a first impression, it was critical to get the messaging right. Additionally, while assisting with member acquisition, we worked towards managing an expected attrition rate among these new members, ensuring that they remained engaged while attracting new prospects and converting them into paying members. Finally, maintaining brand cohesion across all marketing efforts was vital.
Strategy
We focused on generating leads within an initial 10-week presale campaign. Executing this campaign included creating video and image-based content that spoke to current members of the gym and new prospective members.
We integrated advanced communication journeys and retargeting campaigns to tap into the local market while ensuring they remained aware of the next steps at each step of their journey. We leaned into social media to provide sneak peeks; when executing the social media, our team were following a detailed plan that included post frequency, engagement criteria, end-of-week digital checklists, story execution and community engagement via Messenger.
We also used email/SMS marketing to nurture leads. Paid advertising targeted residents on social media platforms to drive awareness and urgency. We also trained the club’s team to effectively handle enquiries, ensuring the gym would reopen with growth. The goal was to create a buzz around the new location and effectively engage the local community while integrating advanced communication journeys to keep any expected attrition below a pre-determined range.
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