To increase David Lloyd Dartfords’ Facebook and Twitter following and engagement levels so members felt a greater sense of community and involvement in the club. In addition to improve open rates and engagement through an email marketing campaign so members could be kept abreast of events and exercise classes at the club.
In order to boost the number of Facebook followers, we created a prospects audience of existing members and targeted them with an incentivised offer. We then created a clone audience of prospects within the local geographic area who shared similar interests, income levels and demographic profiles as the clients highest value members and targeted offers that brought them to the clubs sales team.
We curated stories that were of interest to club members, shared and promoted them on Facebook and Twitter on a daily basis. Twitter prospects within the local geographic area were also targeted with content of interest and relationships and discussions forged.
An email marketing campaign was also launched so that members could be kept informed about events, exercise classes and exclusive offers that would be of interest. The email list was segmented according to age, sex and open rates to further help increase engagement.
We grew the David Lloyd Facebook page following paid advertising results by 866% and Twitter by 769% respectively. We also brought in new members to the club at just 33p per new prospect.
Engagement rates on Facebook grew by 114% and 312% on Twitter.
In addition email marketing open rates grew by 540%.
Overall a highly successful campaign and, as you’ll see from the below video testimonial, one that exceeded the clients expectations!
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