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Membership sales through a Covid Comeback campaign

Halo is a registered charity running 22 sports and leisure centres throughout Herefordshire, Bridgend County Borough, Shropshire, Gloucester, and Swindon.

Slide 1

The goal

Many people and businesses worldwide have been affected in some way by the Covid-19 pandemic. From businesses closing, to people falling unwell or worse, and generally with the lockdowns, many of us grew accompanied to being at home more. However, this meant that there was a significant decline in people’s activity levels. Even when fitness and leisure centres reopened, the public has either lost motivation or are nervous to sign up as a result of the pandemic.

Bigwave is the leading creative growth partner for UK leisure and consists of a specialist team of marketers who have supported Halo with marketing services for 15 years. We’re passionate about helping clients and promoting healthier lifestyles for everyone.

The Covid Comeback campaign ran in May 2021, post lockdown, to help Halo Leisure recruit new members and recover from the loss of the pandemic.

The strategy

Bigwave’s paid media team’s solution was to generate new memberships and recover the lost members due to the pandemic. The key selling points were no joining fee, no contract and being UK Active Covid-19 Response Approved. The marketing channels included Paid Search, Facebook, and Instagram advertising, as well as organic social media posts. The campaign aimed to help with the initial recovery of Halo’s centres and to show significant growth in comparison to the years prior (May 2019).

What halo thought of our work.

We were blown away by the PPC key campaign that Bigwave Marketing ran for us post lockdown in May 2021. It was instrumental in our Covid comeback campaign and the recruitment of new members and the recovery of lapsed ones.

The campaign certainly supported the initial recovery of our business after a year of full or partial closures. We had the highest number of membership sales in the history of the company!! In May 2021 we generated 1232 more memberships than May 2019 (pre-covid) and equalled over £332K in membership income. The return on ad spend was an astounding £33 for every £1 spent on paid activities on Google and Facebook and Instagram advertising.

We’ve been a client of Bigwave Marketing for over 12 years and are always happy with the results delivered. I highly recommend Bigwave to anyone. They’re experts in all marketing services including websites, user experience, design, email, print, SEO, PPC, and more!

Cathy Fletcher, Marketing Manager

The results

The Covid Comeback campaign was a huge success, generating the highest number of member signups in Halo Leisure’s history, equalling over £300k in income. The total number of memberships was 2,582, an astonishing 55 per cent higher than in May 2019.

The ROAS (return on ad spend) was 33:1 or 3320 per cent for every £1 spent with Bigwave, generating £33 back in return through paid media ads across Google, Facebook, and Instagram.

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