$22
Presale CPL
800
Starting members
1,800
Members after 12 Months
Services
Paid digital
Across Meta and Google with dynamic, performance-driven campaign setups.
Consultation
Working with the Anytime Fitness support office to make sure national media activity is factored into your local strategy.
Social management
Content creation, approvals, and day-to-day community engagement.
Sales Training
Presale-specific training on how to sell effectively during a club closure.
Challenges
- Changing consumer perception
- Brand Protection
- Strong Growth Required
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.
Brand protection was a key focus. With the relocation and long build timeline, our visual communication needed to speak to both existing and prospective members. Existing members needed to feel they were part of a premium offering, while new members needed strong offer-driven and community-centric content that clearly showed the value of joining.
And finally, strong growth was required to support the club’s long-term success. To achieve this, we used our broader content ecosystem to showcase what was coming, create excitement, and drive sustained interest. With only one chance to make a first impression, getting the messaging right was critical. While supporting acquisition, we also planned for the expected attrition that comes with new members and ensured our messaging kept them engaged from the very beginning.
Maintaining cohesion across all marketing efforts was vital in meeting these challenges and ensuring the refresh launched with strength and clarity.
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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