With a large"”and ever-growing"”number of competing health clubs in the market, Plymouth Fitness of Plymouth, MA, sought to differentiate itself by emphasizing its well-trained staff, welcoming nature for members of all ages and its activities and amenities. The facility was looking to attract new members, increase revenue from non-members and retain its current members in the face of that increasing competition.
Plymouth Fitness focused its television advertising on networks reaching families and adults 35+, such as ABC Family, A&E, Bravo and Food Network. It also was the sponsor of a series of televised health tips offering exercise advice for women over age 50. Online, Plymouth Fitness utilized "in-banner video" advertisements, featuring the existing television commercial within a banner ad, enhanced with links to the facility's website. At the same time, Plymouth Fitness began a consistent social media effort, with regular use of Facebook and Twitter.
- Year-over-year total revenue increased 7%.
- New-membership revenue increased 4%.
- Non-membership revenue increased 35%.
- Non-membership programs (personal training, massage therapy, swimming lessons, etc.) showed significant growth.