World Gym Stanley: marketing campaign

The full story

What the gym needed

World Gym Stanley is a fitness centre in Alexandria. It offers weight machines and free weights, cardio, personal trainers, nutrition coaches, yoga and Pilates classes, and massage therapy, sold as monthly memberships and packages.

After Covid-19, the gym launched special offers for 2020. The targets were 500 basic and 100 premium monthly memberships, from about 250 leads a day, or more than 7,500 a month.

The budget was limited, so I left out print and TV and put the money into targeted digital channels.

What we did, in order

1. Search ads for people already looking. I targeted the keywords local people use when they search for a gym in Alexandria. The ads showed the gym’s services, the offers for new members and what sets it apart from gyms nearby.
2. Facebook and Instagram ads. The ads spoke to discipline and self-improvement, and showed how a well-equipped gym helps people reach their goals quickly.
3. Local influencers. We worked with local influencers who posted videos and posts from the gym, with its discounts and packages. Some got exclusive offers to share with their followers.
4. A chatbot for inquiries. With a target of that many leads a day, my team built an automatic chatbot to answer inquiries.
5. Targeting and content. I split the audience into segments and built the media buying plan on them. My team shot videos and photos, and published on Facebook, Instagram and Google Business.

Some details of the campaign stay private at the client’s request.

What this case can show

The numbers above are targets. This case records no figure for the memberships or leads reached, so I quote none.

What to take from it

With a small budget, spend where people already look for you. Search ads reach people looking for a gym nearby, and local influencers reach the people around you.

If you run a gym or a studio and need members, tell me your monthly target and budget. I will tell you which channel I would start with.