Case Study

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Challenge

In the fall of 2016, Aaron Davis, a successful entrepreneur in Upstate South Carolina, came to FUEL with the task of successfully launching a new gym that is part of a national franchise—a franchise that boasts more than 100 locations around North America and is based outside of Atlanta. Challenge 1: help him get 1,000 pre-enrolled customers at the new Boiling Springs, SC location before they opened in exactly 72 days. Challenge 2: help him get 1,000 pre-enrolled customers at the new Duncan, SC location before they opened in roughly three months.

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Strategy

To drive quality leads that would convert to new memberships at both locations required a very aggressive, highly targeted digital campaign that would get the right message, to the right people, in the right way—in this case, high-quality, nearby gym prospects in Boiling Springs and Duncan, respectively. Given the time constraints for both, there was little margin for error. FUEL conducted a deep, accelerated, competitive analysis, and then deployed a laser-like strategy that focused on Google AdWords and Facebook Ads that would drive prospects to a custom landing page. We also actively monitored all campaign data, or "chatter," to determine lead behavior and modify our ads/creative in real time to ensure optimal results.

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Results

FUEL's efforts were highly effective, in both cases, as we managed to exceed the "1,000 customer goal" within the specified time frames. Here are the numbers:

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Campaign 1
(Boiling Springs, SC)

#2

Drove the second highest total of pre-enrollments for any gym in the franchise.

800k

Reached 800k unique eyeballs in the first three months.

5,000

Engaged 5,000 people in the first three months.

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Campaign 2
(Duncan, SC)

+7%

Increase in leads over the launch of the first location (despite this location having a 60% smaller market).

+43%

Converted 43% more pre-paid memberships than the first location.

1,347

In the first three months, the new gym had 1,347 memberships, well in excess of the 1,000 goal.

5,000,000+

Had over 5,000,000 impressions in three months.

27,800

Engaged more than 27,800 people in three months.

FUEL did a great job enabling us to hit our numbers. They came in, hit the ground running, and delivered a home run. Their knowledge of digital marketing is deep and they are a pleasure to work with. Thanks to them, our Grand Opening was a success.

— Aaron Davis, Owner
Boiling Springs & Duncan Gym Franchises

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