THE ASK
Fitness Connection needed a creative and media approach that could be tracked, optimized, and scaled as the brand expands nationally.
THE INSIGHT
The digital experience for Fitness Connection was fragmented, inconsistent, and didn’t reflect the brand voice expressed through marketing or the in-club experience.
THE OPPORTUNITY
Create a unified, digital experience across all paid, owned, and earned channels in order to effectively communicate the brand promise while driving and converting leads and supporting retention. Our goal was to make an emotional connection while communicating the tremendous value offered by the Fitness Connection experience.
THE CONCEPT
Don’t Just Join a Gym, Make a Fitness Connection – To stand out in a sea of $10/month gyms, LOOMIS positioned Fitness Connection as more than a gym – with team members dedicated to make each workout the best it can be. Folding the brand name into the call-to-action enhanced their point of difference while reinforcing brand recognition.
DIGITAL & SOCIAL
Our holistic digital strategy aligned communication around all critical brand touchpoints, creating synergy between the gym experience and the brand at every turn. From a new website and email program to carefully planned and executed digital, social, and broadcast media campaigns, the Fitness Connection brand greets consumers with consistency and clarity.
THE RESULTS
With an integrated paid, owned, and earned digital experience, along with website site-tagging and integration, we’ve optimized search and social campaigns to drive increased traffic through the web and in the gym, while significantly reducing cost per lead and building online sales.
