Sport Manitoba: Marketing Campaign

Challenge: The Sport Manitoba Fitness Centre isn't just for athletes, but most of the public doesn't know that. Their challenge was low awareness among their target audience (young downtown Winnipeg professionals) despite offering a great 30-day trial with a strong 50% conversion rate.

Action: To address this challenge, this marketing campaign took the following approaches:

Conducted a thorough analysis of their target audience and mapped their customer journey to better understand their needs and pain points.

Developed a dedicated landing page for the 30-day trial, specifically highlighting its affordability, beginner-friendly environment, sense of community, and spacious facilities to appeal to the target demographic.

Created a referral email campaign designed to incentivize current trial members to sign up for annual memberships and encourage them to refer friends, leveraging the potential for word-of-mouth marketing.

Result: The actions taken were strategically designed to increase trial sign-ups, improve conversion rates to annual memberships, and generate positive word-of-mouth, ultimately aiming to overcome the initial challenge of low awareness and grow their membership base within the target demographic.