This local health club was using Social Media and direct mail to increase new memberships within an eight mile radius of the gym. Because of their tight geo-target, previous digital strategies had failed to create a positive return on investment. Their goal was to increase memberships among families and encourage parents to sign up their kids for swim classes.
Two campaigns were launched targeting users who lived in the zip codes within an eight mile radius of their location. One campaign offered no enrollment fees, while the other campaign promoted swim classes to local parents.