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Case Studies

Helping a National FranchiseAttract New Customers

WORKOUT ANYTIME

FUEL employs highly targeted digital strategy to help new Workout Anytime franchise drive pre-enrollment customers.

The Opportunity

Over the years, FUEL has worked with a number of franchises—large and small—to generate leads and drive business growth. Such was the case with Aaron Davis, Owner of a new Workout Anytime gym in Upstate South Carolina. Workout Anytime (WOA) is a national fitness franchise born out of Douglasville, GA (just outside of Atlanta) in the 1970s. Today, there are well over 100 WOA locations around the country. Their success is a tribute to their sound vision of giving customers a gym experience based on quality, value, and convenience. Their motto is to provide "fitness that fits." Aaron came to us in the fall of 2016 with the goal of launching a new location in Boiling Springs, SC. Our challenge: to help them get 1,000 pre-enrolled customers before they opened in exactly 72 days. To drive a high volume of quality leads that would convert to new memberships required a very aggressive and highly targeted digital campaign that would get the right message, to the right people, in the right way. Given the time constraint, there was little margin for error.

The FUEL Initiative

With expectations high and the time frame small, FUEL quickly jumped into action—conducting a deep, yet quick, industry and competitive analysis, and then deploying a strategy that focused on Google Adwords and Facebook Paid Ads. Both the Adwords and FB campaign would drive interested prospects to a custom Landing Page aimed at getting leads that would convert to pre-enrollment sales. We also actively monitored all campaign data, or "chatter," in real time to determine lead behavior and modify accordingly. Our efforts were rewarded, as we managed to exceed the "1,000 customer goal" within the 72-day time period ending on January 12. As of February 1, that number had grown considerably—and is still trending upward.

We drove the 2nd highest total of pre-enrollments for any Workout Anytime franchise in more than a decade.

On top of that, FUEL was able to reach 80k unique eyeballs and engage 33.8k individuals through this targeted digital campaign. "FUEL did a great job enabling us to hit our numbers," says Aaron Davis, Owner of Workout Anytime-Boiling Springs. "They came in, hit the ground running, and delivered a strike. Their knowledge of digital marketing is deep and they are a pleasure to work with. Thanks to them, our Grand Opening was a success."

Project Date: 2016-current

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