Customer – medSPORT Hechendorf
medSPORT is a health-oriented gym & fitness centre specialising in rehabilitation and using fitness as a preventative measure in looking after one’s health. The gym is located near Munich in Seefeld, and is owned and run by two highly respected and qualified trainers. The gym provides your typical workout areas and group classes, but also proper guidance and help with one’s training.
Since the gym doesn’t have any dedicated marketing personnel I was asked to give help their marketing efforts by refreshing the looks of their website, set up and manage their Email Marketing and run campaigns on their website and Facebook account. I also conducted a photo shoot in order to provide medSPORT with original imagery so they would not have to use stock images.
While there were only a couple of smaller campaigns conducted, these and the website improvements still helped medSPORT to increase their amount of gym memberships from 1600 to 1850 – even though there was a small increase in membership pricing. (Time spent on this project so far: 20 hours)
Project Skill Highlights
Only campaign conducted so far was a campaign on Social Media (Facebook & Instagram), which was targeted at the relevant age group (students) in the geographical vicinity of the gym. This was done in conjunction with utilising the existing website to promote a special Summer Offering.
However, several future campaigns are planned to take place to promote the new facilities and equipment the gym has purchased such as: Professional Body Composition Monitor and soon a Cryotherapy Chamber.
Additionally, there will be seasonal campaigns and promotions aimed at acquisition of new customers.: Christmas, Valentine’s Day, new classes and other offers.
I gave the website a new and more refreshed look using the images I took myself, and redesigned the site structure to be a bit more easily accessible and digestible for all types of users – ensuring everything is easily found and easy to use.
I also introduced some needed functionalities to the new website; namely a class timetable that can be easily updated in the WordPress back end. With this timetable you can also see the upcoming classes in the page’s footer, and in the actual timetable you can filter the classes by workout intensity, etc.
medSPORT already had an existing Facebook profile, but it has been solely filled with content from an external provider of a workout class that has rights to post on the page. Recommendations to reduce such repetitive content were made as this kind of a behaviour had resulted in post hides & unfollows. There is also a plan to draft a future content plan for Social Media usage to ensure the engagement of existing gym clientele, and in order to make use of Social Media as a real lead generation tool by utilising different campaigns & promotions.
Social Media was also used to run a small ‘Summer Holiday Promotion’ to get new customers to try out the gym in the summertime when there isn’t as much regular traffic. Facebook & Instagram performance was tested for this campaign and how different types of ad copy and imagery effect the ad performance; to ensure that the future campaigning can be done more effectively with very restricted budgets.
Since medSPORT did not have any means in place to send out professional looking Emails to the clients, I set them up a MailChimp account and imported their customer base to the system. I recommended MailChimp as a platform as it’s fairly easy to use. This was in case they would want to run their future campaigns themselves by using my templates, and because the pricing is very affordable for businesses with only so many subscribers.
I created medSPORT a simple Email template, and then sent out the first campaign which informed the customers about the increase in pricing. Future campaigns and further use for Emailing are planned as a means of customer retention; e.g. sending out offers and updates to the existing customers.