From lead generation to big brand thinking:Empowering a local women’s gym to become a Boston heavyweight.
The Problem
Learn how to juggle. For Healthworks, we needed to prioritize lead generation in the short-term while developing an awareness and brand campaign that changed women’s perceptions of their fitness centers in the Boston market.
The Insight
After listening to dozens of women talk about their perceptions of a women’s gym we understood the mountain, make that StairMaster® we had to climb. Women wanted a place to work out, get trained, take classes, be challenged and most importantly be surrounded by other women who wanted the same things. In addition, women said they want to be empowered, encouraged and engaged in a space they can call their own. We heard them loud and clear.
The Solution
Start small and then go big. With hyper-targeted promotions, search, site optimization, and smart digital and OOH media placements, we were able to drive leads while preparing for a bigger brand launch. The data we collected from the lead gen, combined with an illuminating discovery, drove our thinking for the brand, providing real-time insights that helped craft the work. That led to a powerful campaign that worked outside the gym and served to empower women city-wide.
The Results
Lead Gen Efforts
Leads increased by 50% once Fuseideas took over as AOR, and sales increased by over 10% month over month.
Brand Refresh
Leads increased by 8% in an already soaring month and then continued to aggressively increase compared to the past two years bringing a large lead gen to traditionally low months.
February and March saw an increase of almost 40% in Leads, which led to an increase of over 25% in overall sales resulting from the marketing efforts.
