In this network of affordable fitness centers the franchise locations were consistently underperforming their corporate-owned comparison set. This was obviously restricting the company’s potential for growth through franchising.
Within 1 month we turned around the franchise locations to outperforming the corporate locations in terms of Cost Per Lead and Enrollments Per Day. And that out-performance was maintained throughout the 6 month engagement.
During that time we also set a company-wide record for single day sales through an integrated online/on-location event. We were then able to codify the concept and its execution in order to replicate it across the system.
Success was achieved through customized and integrated campaigns where we leveraged customer/franchisee generated content and created new copy and engaging messaging to breakthrough the clutter and connect with the target audience. In addition, we overhauled digital channel configurations and allocations in order to rectify issues and then optimize performance. By the end of the engagement we had forged an effective formula for partnership between central digital/online resources and direction and local/on-site efforts and synchronization.
As a result, the franchisees were now enjoying higher enrollments whilst spending less. This, in turn, enabled Blink to recharge its franchise expansion plans.