Driving membership for one of the UK’s leading leisure operators
Responsive website integrates with Gladstone MRM+2
400% increase in membership during first six months
Advanced member login and sign-up process
1Life is the new name for Leisure Connection - one of the UK’s leading providers of outsourced leisure, cultural and fitness services. The company manages over 50 leisure and arts facilities across the UK including fitness clubs, leisure centres, swimming pools, theatres and arts centres. Leisure Connection made the decision to review their brand following a few years of poor press and poor perception, so engaged Wisetiger to review their existing brand, recommend a strategy and implement change. The key objectives were to refresh the brand, drive new memberships, retain existing members, gain new contracts and increase profitability.
Moving a brand forwards requires an understanding of what currently works and what doesn’t - Wisetiger first undertook a Brand Healthcheck which included competitor research, review of existing marketing collateral, website review including Google Analytics and SEO audit, site audits, colleague workshops, client interviews and customer surveys.
One outcome of the Healthcheck was the recommendation of a new name and identity. The ‘1Life’ name was selected because it puts the individual at the heart of the brand and reinforces the objective of encouraging people to get the most out of life. With the new name came a new logo. Simple, fun, bright and memorable - it’s a standout solution amongst other brands in this sector.
The new look was unveiled for the first time at the annual staff conference. The event was a great success and getting colleagues behind the brand was seen as an essential step in delivering change. Wisetiger was then responsible for rolling out the identity across everything from signage and uniforms to marketing materials and brand collateral.
At the centre of the re-brand is the new responsive website which is integrated with Gladstone leisure management software to maximise enquiries, membership and class bookings. The objective of the website is to create a great user experience through personalised content, information and resources, as well as generating new membership enquiries and sales.
Using Membership Marketing campaigns Wisetiger has started the process of driving up memberships for 1ife in order to generate memberships from existing casual users, create awareness in local communities, re-engage with lapsed members and retain existing members. The campaigns are scheduled throughout the year with special membership offers, deals and incentives. Everything we do is measurable to ensure what we produce delivers tangible results.
The Membership Marketing drives visitors to ‘Join Online’ and after joining members can manage their marketing preferences, interests, activities and contact details through the website. ‘Book Online’ allows users to book and pay for their activities.
Activity to date has led to a 400% increase in memberships.
Following this success, Wisetiger has been engaged to further develop the functionality of the website to enhance user experience which includes interactive timetables, online booking system, online membership and e-commerce.
"Wisetiger has been invaluable with developing the identity of the 1Life brand. The new look has been received brilliantly by customers, clients and colleagues alike, and the website and membership marketing campaigns are delivering immediate impact."
Neil King, Managing Director, 1Life
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