A MAJOR HEALTH AND FITNESS CLUB

18-07-16
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A MAJOR HEALTH AND FITNESS CLUB

PROBLEM:

The client was looking at improvising the brand awareness and wanted to use the digital media for the customer engagement. Client also wanted to transform the organization from a family-run business to a high-end fitness center with increase in membership count and retention.

SOLUTION:

VenPep team understood the situation and conducted the assessments on the client footprint in the social and digital media. The digital media was assessed on the search, social and functional parameters. Based on the assessment results the VenPep team developed the digital media strategy that included the improvements to be done in the website, on-page SEO, off page SEO, Blog topics, keywords for adwords, target group to be set, engagement and re-marketing, social media channels to be used, email marketing, digital transformation of the existing system, etc.,

The team developed the digital media monthly plan, prepared a comprehensive monthly plan calendar with the channels, content topics, publishing schedules, etc., and handled social media to increase brand reach through promos and campaigns about their services as well as other weekly and monthly paid promotions with interesting, relevant, engaging and well-designed content.

1) Brand Reach:

To position the client as a premier health and fitness destination.

Objective:

The main objective of this course of action was to reach as many people as possible, in and around Coimbatore.

E.g.

 

By creating high quality content about the premises and members in action with client branding as well as other contextual messaging.

2) Promos and campaigns:

 

These were undertaken only after a thorough study of the business and all of its stakeholders by the digital media consulting team.

Objective:

 

The specific objective of these campaigns was to drive footfalls to the club with demographic specific offers.

E.g.

 

A discounted gym membership for students in a 3 km radius using Facebook's geo-tagging ability to increase the sports academy business unit.

3) Weekly and monthly paid campaigns:

These were designed torevolve around that month's particular push.

E.g.

 

promoting corporate memberships, tournament sign ups and more.

 

RESULTS:

The website had over 40% more visits by refining the organic and paid search keywords, over 60% increase in likes and an overall engagement of over 7,500+ audience per month. Our most basic paid campaign netted us over 200K reach and significant revenue in a matter of a week. The results were closely monitored and on monthly basis the new campaigns were planned and executed. The leads gathered through the social CRM were utilized to reach out via emails as drip and to engage the audience in a cost effective manner. Over the last 6 months the client's overall revenue increased at least 4 times through a combination of operational efficiency, marketing initiatives, digital and social media.

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