Springhill Court Leisure Club has recently experienced a significant boost in membership and revenue. Featuring a 19-metre deck-level swimming pool, heated seat area, sauna, steam room, Jacuzzi, children’s pool, and a fully equipped gym, Springhill partnered with CFM to rejuvenate its membership base and reinforce community ties.
Campaign Success
The collaboration yielded outstanding results, generating over £105,000 in overall membership profit within 7 weeks, over and above the club's regular membership sales. CFM's strategic marketing efforts attracted a diverse array of new members, with 13% opting for paid-in-full memberships and 87% choosing direct debit memberships. The most successful marketing methods included:
- Events
- Direct Mail
- Community Outreach
Marketing Strategy
CFM's multifaceted approach leveraged both digital and traditional marketing techniques to capture the essence of the Springhill Court Leisure Club. The digital strategy prominently featured authentic content on social media platforms such as Facebook and Instagram, resonating well with the local community. Additionally, events and direct mail campaigns played a crucial role in reaching potential members and showcasing the club's refurbished facilities.
Kate Landers, Advertising Accounts Manager at CFM, emphasised the importance of authentic digital marketing: “Times have changed with digital marketing, and people like to see authentic content from real people. Local area marketing is important to show the essence of the facility and a human aspect, making people feel less intimidated and more confident to join.”
Community Engagement and Member Experience
The campaign was about more than just increasing numbers; it aimed to foster a sense of belonging and community. The onsite CFM team, comprising a dedicated marketing manager and an experienced sales consultant, employed a personalised sales approach. They focused on understanding prospective members' fitness goals and motivations, ensuring that the club’s offerings aligned perfectly with their wellness aspirations.
This empathetic approach paid off, as evidenced by the high membership uptake and positive community feedback. Members appreciated the welcoming environment and the genuine care exhibited by the club’s staff, making them feel like an integral part of the Springhill Court family.
A New Era of Growth
Springhill Court Leisure Club's collaboration with CFM has not only bolstered its membership base but also enhanced its reputation as a premier leisure destination in Kilkenny. With its state-of-the-art facilities and a strong sense of community, the club is poised for continued growth and prosperity.
To explore the potential for a CFM campaign at your gym, spa, or health club, click here or contact them at 0115 777 3333.
