Espaiwellness
Ongoing digital lead acquisition for the leading sports centre in Granollers.
Espaiwellness is the leading sports and wellness centre in Granollers. Artick was its communications agency for seven years (2009 – 2015), covering identity, website, social media, newsletter and both offline and online advertising.
In 2015, the centre took a strategic decision: to bet on growth through online acquisition, setting the goal of breaking past the 2,000-member barrier. To do so, we built an always-on digital acquisition plan running for 9 months.
Two commercial angles, one always-on plan
The year was structured around two campaigns with their own angles: Ara + Espai and Noves Quotes, plus a recurring Alta On Line piece active all twelve months. Each with distinct creatives, all living under the same brand umbrella.
Campaign video · Noves Quotes
The audiovisual piece that carried the launch of the new fee structure. Distributed on YouTube TrueView and the centre's own media.
Breaking past the 2,000-member barrier with a continuous acquisition plan
The centre had set itself the goal of breaking past the 2,000-member barrier with two distinct acquisition angles (the physical expansion of the centre and the new fee structure) that were not to overlap with one another nor cannibalise the recurring Alta online piece, which had to remain the daily engine of acquisition.
Five channels orchestrated around the web form
Facebook & Instagram drove discovery, Adwords captured direct demand, YouTube reinforced the narrative on video, mailing built loyalty among the existing base, and the offline media (billboards and cinema) sustained awareness. All the investment converged on the centre's web form as the single point of conversion.
520 leads captured in 9 months
Consolidated results of the 2015 acquisition plan. The Alta On Line form accounted for 59% of the leads and remained the most efficient piece of the plan. Together, the two own-angle campaigns, Ara + Espai and Noves Quotes, contributed a further 33% of the total volume.
Real members as the brand argument
"Volem ser part de tu" campaign: members of the centre alongside their testimonial, membership number and a QR code that led to the acquisition website.
"With Artick we set up the centre's first continuous digital acquisition plan. We went from one-off actions to an operation that sustained member growth throughout the year and helped us break past the 2,000-member barrier."
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