Franchise Marketing

Franchise Marketing

Case Study

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!

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Ray Smale

Ray Smale

Interim CMO: Health & Wellness

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