Fighting back against budget gyms with Alliance Leisure
An innovative marketing campaign has helped Leeds City Council to conquer low cost competition boosting membership by a staggering 2,000 members. The council have partnered with Alliance Leisure’s client support team after 14 budget gyms opened in the city, posing a big threat to the success of the council’s 16 leisure sites.
Launched in January 2017, the ‘We Are Family’ campaign was designed around the council’s brand values and wide offering for local families. Alliance Leisure adopted a multi-channel marketing approach to the campaign, utilising both offline and digital channels.
Tim Quirke, marketing manager for Active Leeds, says: “Our partnership with Alliance Leisure has enabled us to run a city-wide campaign targeting likely users of the leisure centres without stretching the limited resources available in the leisure marketing team. Alliance’s support and coaching has been invaluable in enabling these campaigns to be so successful.”
To support the campaign, Alliance also provided training for over 600 members of staff. This ranged from management workshops focused on the sales process, coaching staff and monitoring performance to group training with frontline staff covering customer service, enquiry handling and up-selling techniques.
To find out more about this campaign and its success, click below to visit the Alliance website.