AF Paddington Presale

Key Stats:

• Presale CPL (Over Presale Period): $51
• Sales Upon Opening: 500
• Active Members After 6 Months: 1500
• Active Members After 12 Months: 2000

Overview:

The Anytime Fitness Paddington (Brisbane) presale campaign was a comprehensive 12-month project, carefully executed to meet both immediate and long-term goals. Located in an inner-city area of Brisbane, the club faced plenty of competition from well-established fitness brands in the immediate and surrounding areas. While the presale period presented its fair share of challenges, we focused on ensuring sustained success by mapping out a 12-month project to ensure positive net member movement month on month. Our strategy aimed to generate strong initial sign-ups and take the local community on a journey, keeping the club’s offerings visible and relevant long after the presale phase.

Services We Provided:

Paid digital: Across Meta & Google with dynamic campaign structures.
Consultation: With Anytime Fitness support office to ensure national media is considered.
Social media management, including content creation, content approvals, and community engagement.
Sales Training: Presale-specific training on how to sell during a club closure.

Project Considerations:

While the primary goal was to maximise leads and membership sign-ups during the presale period, several key considerations guided our approach. The Paddington market was highly competitive, requiring us to position the gym as a unique option. We knew winning the consideration battle wouldn’t happen overnight, so we focused on maintaining a strong brand presence that resonated with the local community while ensuring consistent communication across digital, social, and offline channels. Additionally, we needed to balance the urgency of attracting new members with the long-term goal of maintaining engagement and reducing attrition after the gym opened.

The Strategy:

The strategy for Paddington centred around targeted digital marketing that ensured immediate short-term success. We executed a campaign that ensured the club was visible whenever and wherever locals would be searching. To build trust with the audience, we also had a content weighting of 80% user-generated content. We used paid campaigns across Google and Meta, coupled with local content creation, to ensure maximum visibility.

Ongoing Engagement:

The inner-city location posed a challenge due to the abundance of established fitness options. To overcome this, we used hyper-targeted content and messaging that resonated with specific audience segments, ensuring our ads and promotions were highly relevant and visible to those actively searching for fitness solutions. This focus on hyper-relevant content played a critical role in driving positive net member movement, making sure the club remained a top-of-mind option for potential members.

The Big Picture:

Membership Growth: After 12 months, the member base grew from 500 to 2,000, demonstrating the success of our long-term engagement and marketing strategy.