Turbo charging growth: – Franchise Marketing
Challenge:
Blink had burst into the fitness sector – rapidly opening 40+ company-owned and 12 franchise gyms. But the road ahead had hurdles. The secret to continued growth lay in attracting new franchise owners. However, the franchise gyms were underperforming their company-owned counterparts.
Approach:
We took the opportunity to leverage the energy and engagement of the franchise owners to create a fresh marketing blueprint. Starting the week of Thanksgiving, we cut video footage that they had taken and mixed it with their user-generated content to create compelling reels We combined these with captivating copywriting and special offers to quickly launch pivotal promotions – the first of which being Cyber Monday! We then dialed-in targeting on Search and Social in time for the New Year peak enrollment season.
Impact:
The transformation was swift and significant. In under a month, the franchise gyms were now setting the pace – besting their corporate peers across all essential metrics:
- New enrollments shot up by 20%, and
- Cost per enrollment plummeted by an astonishing 90%.
To maintain the momentum into Spring, we created a new enrollment event concept – harmonizing offline and online channels. The first trial set a record for the highest single-day enrollments for any location.
As a result, from our first to final month on the engagement the franchises consistently outperformed the corporate locations.
With the franchisees now seeing better returns, Blink was in a position to on board more, and with the support of their existing owners!
