Emerald City Athletics launched their premiere fitness club and quickly realized they needed something to differentiate. There were numerous gyms, full service athletic clubs, and specialty studios targeting the same audience they were. They needed 400 qualified leads each month to reach their revenue goals.
I started the project with external and internal market research. Target personas were created that represented the ideal prospects and members they were trying to attract, including member demographics, behavior patterns, motivations, and goals.
We listened intently. A unique selling proposition was created at the intersection of the members biggest challenge and what ECA does best: results guaranteed or your money back.
The entire communications and marketing plan was focused on getting this message to their target audience.
We reached our goals using direct mail, billboards, sandwich boards, email marketing, special events, relationship marketing, referral programs, branded holiday gift cards, social and web.
For the holidays, we created 4 different trading cards speaking to each target persona. Every member was given one $100 gift card and trading card to give away so a friend could get started at no cost.