$22
Presale CPL
800
Starting members
1,800
Members after 12 Months
Key Stats:
- Cost Per Lead (CPL): $22
- Starting Member Base: 800
- Ending Member Base (12 month project): 1,800
Overview:
The Anytime Fitness Keperra refresh involved relocating the existing site and managing a comprehensive digital presale campaign for a new build project. The presale campaign ran for approximately 11 weeks. However, our new club project timeline went for a total of 12 months. Over this time, we helped generate 1,000 new members while averaging a CPL of $22. This case study touches on our approach and deliverables that helped facilitate these outcomes.
Services We Provided:
Paid digital: Across Meta, Google & YouTube with advanced campaign structure and large budget management.
Consultation: With Anytime Fitness support office to ensure national media are considered.
Social media management: Including content creation, content approvals, and community engagement.
Sales Training: Presale-specific training on how to handle enquiries and sell memberships during a club closure.
Project Requests:
While our primary KPI was to maximise lead and sale opportunities during the refresh period, there were several key considerations to work towards. First, re-positioning the gym as the leader in the marketplace was essential; this required effective communication of the new product-market fit the local community. To do so, we leaned into our content ecosystem to showcase what was coming. 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 range of these new joiners, ensuring new members remained engaged while attracting new prospects and converting them into paying members. Finally, maintaining brand cohesion across all marketing efforts was vital.
The 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 jorurney.
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 already in 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.
The Big Picture:
Membership Growth: In just 12 months, the gym’s member base grew from 800 to 1,800—an increase of 1,000 members. This growth reflects the power of the strategic marketing campaign and an outstanding effort from the team on the ground.