$21
Presale CPL
1,100
Starting members
2000
Members after 3 Months
Key Stats
Cost Per Lead (CPL): $21
Starting Member Base: 1,100
Ending Member Base (3 Months): 2000+
Overview
The Anytime Fitness Logan Reserve presale campaign was a massive project designed to ensure two things: first, the new location had enough members to be profitable from day one and second, protect the existing membership base of a nearby Anytime Fitness just 2km away. Throughout an 11-week presale, we helped achieve over 1,100 new members and ensured the neighbouring club held its own, not taking a single step back.
Services We Provided:
Paid digital: Across Meta & Google with daily account monitoring & large budget management.
Advanced Ad reporting that included weekly meetings and weekly advertising schedules to ensure quick pivots.
Content Creation: 3 content days + Discovery, content briefing, creative direction, script writing, talent management and revisions.
Social media management included posting to social pages, approvals, community engagement & staff shot lists.
Sales Training: 8x sessions of Presale-specific training on how to sell during a club closure.
Project Requests:
While our main KPI was to increase leads and sales during the presale period, we needed to balance attracting new members to the new location without cannibalising the existing gym just 2km away. This required a nuanced approach to the marketing.
The Strategy:
Our strategy was centred around a multi-pronged marketing approach and segmented social presence. To begin, we launched an 11-week presale campaign that leans toward paid digital, social media management, and mail/SMS marketing. We used geo-targeting and never-to-be-repeated presale offers to engage the community and integrated advanced audience exclusions. The focus was creating a sense of urgency with exclusive offers while nurturing leads through the presale. Sales training ensured the team was ready to convert inquiries into memberships. We also leveraged video content and social media to build anticipation and engage the local audience.
The Bigger Picture:
Membership Growth: In just 3 months, the gym’s member base grew from 1,100 to 2,000+ – an increase of 900 members. This quick growth reflects the success of our strategy and execution, ensuring the gym opened with strong membership numbers.