Driving new membership, retaining existing members.
2.2 million new member records with the launch of the free Everyone Active card.
Everyone Active operates more than 150 leisure centres on behalf of local authorities across the UK. When they launched their brand, Wisetiger developed their online brand strategy, website and digital marketing capability. A brief that grew into a full membership marketing account, driving new membership enquiries and helping to engage and retain existing members.
Central to the strategy was the ‘30-5’ proposition. A target of 30 minutes of exercise, five times a week, which became the cornerstone of the brand and remains so today. We brought it to life through the 30 Minute Activity Challenge, a data-capture campaign combining a dedicated website, activity planner, incentives and targeted membership offers.
Data from website sign-ups and in-centre activity was used to profile and segment members, rewarding loyal regulars and re-engaging those who had drifted. This personalised approach drove new memberships, improved retention and increased revenues. As brand guardians, we also delivered everything from print collateral and point-of-sale, to vehicle graphics, signage and uniforms.
Services provided:
- Branding and strategy
- Website design and build
- Analytics, tracking and measurement
- Email marketing
- Membership marketing and sales support
- Social channels
- CRM and member retention
- Branding and design collateral