Fitness Franchise Boost: Surpassing Join Goals with Ad Spend Efficiency

Objective

In the face of declining membership joins in previous years, a leading fitness franchise faced the ambitious challenge of achieving aggressive cost-per-join targets. The need to separately track, manage and achieve unique new membership and cost-per-join targets for each of their 23 and growing franchise locations added complexity, further compounded by overlapping franchise territories within constrained geographical locations and promotions that frequently change as often as every week or every few days.

Strategy

Understanding our client’s apprehensions, we proposed a strategic consolidation of ad spending across the franchise locations to enhance the efficiency and scalability of our campaign optimizations. By developing a bespoke club spend allocator that automatically allocated spend in near-real time from shared campaigns to individual clubs based on postal and modelled data, we could dynamically monitor, distribute and optimize ad spending based on each club’s performance and membership goals, ensuring precise allocation of revenues and expenses. This innovative approach allowed us to introduce a sophisticated monthly buying and optimization strategy aimed at maximizing return on ad spend while meeting the unique needs of each location.

Results

We significantly reduced the average cost per join from $79.77 to $44.43 during the off-season, proving the effectiveness of our strategic consolidation, implemented initially within paid search and subsequently across programmatic tactics.

The strategy garnered unanimous acclaim from the client’s marketing team, earning high reviews for our innovative and results-driven approach. This comprehensive strategy addressed the immediate goals and set a new standard for how this franchise client could achieve scalable growth and efficiency in its marketing efforts.