End-to-end membership marketing
1.5 million new members
More than 1 million website views in the first two weeks of January
26% increase in traffic year on year
Everyone Active is one of the UK’s leading operators of local authority leisure facilities. They operate 80+ leisure centres throughout the UK and key to their ongoing success is generating new members.
Our initial brief was to develop an Everyone Active brand strategy, to create a new website and to deliver an email marketing capability. This then developed into a national ‘Membership Marketing’ concept that helped generate 1.5m new members.
The Everyone Active website is a content managed website which integrates with Gladstone’s MRM Booking System to allow classes and activities to be booked online. The website successfully combines Membership Marketing content to support printed materials and advertising, with information for existing members at their local centres, like events, news, online timetables, Facebook integration and online booking. Most of the traffic arriving at the Everyone Active website is generated from search engines. This is because the website has been built with search engines in mind, but also because of the optimisation of the site including Google Places for Business.
Wisetiger has defined and delivered dozens of successful Membership Marketing campaigns for Everyone Active over a four year period using everything from digital marketing channels (e.g. website, email marketing, social media and digital advertising) to more traditional channels (e.g. 48-sheet posters, flyers and Royal Mail door drops).
Every leisure centre has its own Facebook Group which encourages a greater sense of community at a local level. A Facebook feed also delivers content straight into the centre pages on the Everyone Active website, Twitter is used to keep followers updated with news and information.
A 30 Minute Activity Challenge was dedicated to driving online membership enquiries. One of the key objectives was to engage with prospective and existing members to gather up-to-date contact information, especially email addresses, to improve ongoing communication with members. The campaign included a dedicated website, online and offline marketing, an online activity planner, downloadable activity cards, incentives for participants, success stories and special membership deals.
Overall Wisetiger’s membership marketing has helped generate 1.5 million new members for Everyone Active. The activity secured more than 1 million website views in the first two weeks of January and overall they have enjoyed a 26% increase in website traffic year on year.
"Wisetiger’s membership marketing has helped generate 1.5 million new members for Everyone Active. The campaign secured more than 1 million website views in the first two weeks of January and overall we’ve enjoyed a 26% increase in website traffic year on year."
Neil King, Commercial Director, Everyone Active
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