Case Study: How search engine marketing and email changed one gymnasium!
Legacy All Sports is Central Kentucky’s largest recreational and team gym. It offers gymnastics, cheer leading and dance programs for kids through high school. Legacy also features summer camps, birthday parties, school’s out day camp, field trips and specialized programs for All Star and school team needs.
When I first met with the owner and operator of the team gym in 2011 she was looking for a partner she could trust to help her with class fulfillment and retention. She wanted a solid marketing strategy that was transparent and could deliver a clear return on investment (ROI).
We conducted an in-depth needs analysis. It was quiet clear she needed help with search engine marketing (SEM, also known as “pay per click” advertising), email marketing and social media.
The owner immediately loved SEM. She liked that when someone searched for gymnastics, dance or cheer, Legacy All Sports would show up in the top 3 paid advertisements almost every time. She also liked the fact that she could see exactly what every dollar spent produced for results. Part of the value that kind of advertising is the ability to record all the phone calls that the advertising creates. So, after listening to the phone calls (and how her employees handled those calls), she was able to better train her associates on how to handle calls more effectively. She coached them on how to provide timely, efficient answers and how to place students in appropriate classes based on skill level, age, and availability.
The owner said that through this process her class fulfillment went from 60% capacity to 98% capacity. And the chaos that use to exist at the front desk is now calm and more inviting to customers.
The other area we helped Legacy All Sports with was email marketing. The owner told me she needed help with improving the content of the emails. She also wasn’t sure how often to communicate to her database. We put together a strategy of monthly emails and informational emails twice a month focused on enrollment, events and promotions. Additionally, we have launched quarterly contests to help with email database building and to drive “likes” to their Facebook page. They have since ask us to make their website mobile responsive resulting in a strong online mobile presence.
Legacy All Sports SEM and email marketing have had a dramatic impact on their business. That, in turn, has encouraged a deeper trust in our partnership.
Sherry Elam is the Interactive Director at WLEX-TV in Lexington, Kentucky
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