Case Studies:
Fitness Together
Integrated Brand Campaign
Opportunity:
Helping the Fitness Together Corporation leverage a unified brand promise, generated qualified leads and increase new clients for its vast franchise system.
Insights:
- A message that is focused primarily on the Fitness Together client and the brand’s value proposition (rather than the trainer only in previous campaigns,) will resonate more effectively with the target audience.
- Franchise owners needed – and would readily embrace – ready-to-go and easy-to-implement marketing tools that fit their budgets.
Execution:
Heinrich developed an overall integrated communication plan that instructed Franchise owners how to attract new client leads and convert them to members. The first step quickly refreshed existing marketing materials to make a more dramatic impact while the larger plan was underway. The plan’s foundation was built on a 360-degree marketing wheel that would easily convey the necessary channels for optimal response:
- Lead generation
- Lead management and follow-through
- Customer retention and loyalty
Tactics included: direct mail for prospects, print advertising, studio signage, brochures and hand-outs and a best-practice marketing guide for local studio marketing efforts.
Fitness Together has seen a substantial increase in franchise owner program participation and marketing campaign support. While client results are confidential, studio owners report significant increases in qualified leads.
