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Acquiring members and franchises for Anytime fitness

About the client

Anytime Fitness is a 24-hour health and fitness club headquartered in Woodbury, Minnesota. The company operates over 5000 franchised locations in 50 countries.

The gym facilities are open 24 hours a day, 365 days of the year.

We worked with a number of individual franchises in Australia, Indonesia and the Philippines, as well as the corporate office for SEA based in Malaysia.

The challenge

Anytime Fitness is a global fitness franchise business with over 5000 locations and located in 50 countries. We worked for individual clubs in Australia as well as the corporate office in the South East Asia region looking after the Philippines, Indonesia and Malaysia.

Anytime Fitness was looking to partner with a data driven and results oriented agency to help acquire new members and franchisees as well as increase brand awareness for their offering in the SEA regions.

The goal for Anytime fitness was to acquire members and franchisees at a set CPL with strong emphasis on lead quality. It was essential for them to work with an agency that understood the SEA market and in particular one that was capable of overcoming the issue of poor quality leads.

In addition to acquiring leads, Anytime Fitness also wanted to improve brand awareness in the region. The client needed to develop a measurement framework that quantifies brand awareness and come up with specific metrics for optimizing awareness campaigns.

Scope of work

01.

Paid Search B2C & Franchise

02.

Paid Social B2C & Franchise

03.

SEO consulting

04.

Chatbot builds

05.

Tracking and analytics implementation

Our solution

Given the size of the client and the varying objectives and regional challenges, we knew it was important to understand Anytime Fitness as a company before delivering an appropriate solution. To do this we ran comprehensive immersion workshops with all stakeholders across each country to better understand the challenges they face specific to that region and how we can design campaigns that match their requirements.

Based on understanding each stakeholder across multiple countries we created campaigns specific to their needs across paid social and search. Some of the strategies we used for franchisee and new member acquisition:

  • Having campaigns in multiple languages running across each country e.g running Bahasa & English campaigns in Indonesia
  • Built a messenger chatbot to qualify leads on Facebook
  • Used specific radius targeting based on individual club catchment area
  • Used alternative audience indicators in Facebook to find more qualified leads e.g using iPhone ownership as an indicator of wealth
  • Running franchisee acquisition campaigns on search and social with fluid budget optimisation cross channel
The secondary goal for Anytime Fitness SEA was to drive brand awareness and better understand customer engagement. To do this we created a measurement framework that included tracking all macro and micro conversions across the site.

For user engagement specifically we tracked clicks to ‘FIND A GYM’ buttons as well as tracked ‘initiate search’ on the search for a local gym page. This allowed us to measure exactly how many users were searching for local gyms and use these data points to optimise all brand awareness campaigns across paid social and search. We were also able to create comprehensive dashboard merging social media engagement metrics with customer engagement figures providing more insight in terms of how user engage with Anytime Fitness assets.

Result

Below are the results achieved for the clients on a YOY comparison.

  • 187% Increase in new member enquiries
  • 162% improvement in conversion rates
  • 93% increase in franchise enquiries
  • Improved reporting and understanding of engagement metrics

Reminder: Google UA Historical Data to be Deleted in July 2024

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