Our client, a Gymnastics and Tumbling facility for children and teens in Missouri City, TX, was struggling to sell out their summer camps and meet class enrollment goals, and bring in new business.
When they engaged J&H Creative Consulting to overhaul their marketing initiatives, they were looking for a strategy that marketed more heavily leading into their key enrollment seasons, as well as a year-round organic marketing strategy that helped with retention and community building.
Prior to our engagement, the gym had appointed a team member to take on some of their marketing tasks, however, there was no strategy or consistency behind their efforts. They relied solely on word-of-mouth, sporadic social media use, the occasional email to their database, and occasional community events.
We quickly onboarded as their marketing strategist and analyzed their existing efforts for opportunities to strengthen their online presence and reach their target audience.
Within days, the client was receiving warm leads interested in their free trial class, and in just a few weeks, organic growth and engagement on their social media platforms had increased.
Here’s how we did it:
Due to the timely nature of their enrollment season, and the need to quickly fill summer registration, we kicked off their marketing strategy with Facebook Ads to quickly build a pipeline of interested leads.
We nurtured this lead pipeline with a follow-up process that included personal outreach and email follow-ups, before dropping cold leads into monthly email nurture campaigns where they receive engaging content and invitations to future events.
We added a strategic approach to their social media activity, including the use of video and content pillars, an emphasis on building community, engaging their following, educating new and existing audiences, and most importantly, consistency.
The client needed quick conversions to counter their late start to advertising summer registration, and they needed a sustainable strategy for retention and expanding their audience outside of enrollment windows.
The Facebook Ads to Reach Strategy
In order to boost summer class registration, we knew we needed a paid strategy to reach the right customers quickly and convert them to paying clients, while their organic strategy continued to focus on long-term sustainability and nurturing.
Together, we implemented a targeted ad strategy and a time-sensitive offer that encouraged leads to convert quickly. We implemented a follow-up process that encouraged later conversion for leads who did not take the bait quickly. And we even implemented a strategy for taking leads who did not convert within 1 month, and nurturing them as if they were already community members, so that they can join later when the timing is right.
The Results: 12X ROI on Ad Spend From The 1st Campaign
After just 1 ad campaign, the client nurtured and converted enough leads to see a 12x ROI on their ad spend and book out their summer classes.
While this campaign ran behind the scenes, the client implemented strategic feedback to turn their social channels into lead machines by prioritizing quality content, consistency, and creating a more polished, branded identity online, showcasing the positive customer experience and community-like feel, facility features, video, and more.
We advised them on best practices, how to leverage trending content and different platform features to better reach and engage new audiences, while nurturing and educating their existing community.
When new customers found the gym via advertisement or referral, and then organically viewed their social profiles, they were met with a strong brand presence, a clear mission, and a community they could see themselves in. This is the impact of an organic strategy that supports paid advertising.
Their prioritization of strategic marketing has afforded them the opportunity to grow their class and camp offerings, better serving their community, and increasing revenue.
What’s next?
The client was so pleased with the success of their first ad campaign that they decided to invest in this as a seasonal strategy to sell-out camps and classes during summer and regular season registration.
They have a thriving lead pipeline where lead nurturing and consistent communication is prioritized via email marketing efforts and social media, making their entire community (whether a paying client or not) feel welcomed, educated, and appreciated.
At J&H we aim to build long-term strategies that do the heavy lifting by marrying organic and paid efforts to build a healthy lead pipeline and organically convert leads to customers.
Take The Guesswork Out of Your Marketing with Expert Strategists
Are you wondering which of the countless marketing initiatives you should prioritize in your business? Or how you can make a big impact on your revenue without a huge marketing budget?
In just 30 minutes, we can learn enough about your business and marketing efforts to put together a strategy that can change your business in a matter of weeks or months.
