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How Plus Fitness Dominates Search Results for 200+ Gym Locations

About Plus Fitness

Plus Fitness is one of the largest Australian owned gym chains with 200+ local clubs. They are known for great customer service, gym equipment and world-class facilities. Plus Fitness' franchise model required the National Marketing team had to juggle a lot of respponsibility. They identified the need for a digital marketing agency to manage their online campaigns and recruited Rocket in early 2016.

Challenge

Plus Fitness had to quickly gain traction on digital platforms, given the competitive nature of their industry. Their main goals with their digital marketing campaigns was to increase membership sign ups and boost brand awareness. Their biggest challenge was how to approach national marketing from a digital perspective. With 200+ clubs, the campaigns had to deliver results to a wide audience.

Solution

Early within the engagement, Rocket identified that despite the high website traffic Plus Fitness gained, the conversion rate was relatively poor. We introduced a robust remarketing strategy using channels like Facebook and Google Display network.

As the campaigns progressed, we expanded the channels to indclude SEO with a sharp focus on improving local listing rankings for all locations. This local strategy was fundamental to their digital success. It included tactics like Google My Business LIsting optimisation, location citations, improving the website functionality and UX, heatmapping and the like.

Plus Fitness plan out their annual markeitng calendar and work collaboratively with Rocket to take these to market, digitally. This includes developing creative static imgaes, videos, copy and launching them on different ad platforms with smart targeting and budget management to support conversions from campaigns.

Outcomes

12.28%

YoY Increase in Organic Conversions

42%

Greater Keyword Visibility vs. Top Competitor

#1

Search Rank for 'Gym Sydney'

Result

The digital markeitng campaigns that Rocket launched for Plus Fitness via Remarketing, Google Ads, Facebook, Instagram, Spotify and SEO gave the business competivie advantage over other gyms in the area.

Membership sign-ups from digital are up by 22% YoY with just a 5% increase in media budget.

In 2020, the goal was to improve ogranic conversions by 5% YoY. With Rocket, Plus Fitness achieved a 12.28% YoY increase in online conversions, more than 2x our benchmark. To put the results in persoective, compared to their closest competitor (with over 200 gyms), Plus Fitness has 42% better keyword visibility i.e. higher chances of being found by interested prospects on Google.

Rocket has done some amazing work where Plus Fitness mostly dominate non-brand search for all franchisees i.e searches like "[suburb] + gym". That’s dominating non-brand gym search for 200+ locations! Examples include:

  • Gym Sydney
  • Gym lidcombe
  • Gyms Richmond

We are ranking #1 in the local pack for gym Sydney ..that’s huge. A keyword which has over 3,600 searches per month.

 

Award-winning campaign!

  • Finalist 'Best Local Campaign' APAC Search Awards 2021
  • Finalist 'Best Local Campaign' SEMRush Awards 2020
  • Finalist ‘Best Social Good Campaign' AMY Awards 2019
  • Winner ‘Best Display Innovation’ Google Premier Partner Awards 2017
See all our awards

"Rocket are by far the best digital marketing agency in Australia. Their work has played a key role in 20% annual growth for Plus Fitness in gym members and Franchisees. The ‘Rocket difference’ is that they don’t just tick boxes and run tactics, they drive marketing strategy and hold themselves (and us) accountable.

The owners and their team at Rocket are not only great marketers, but great people. The focus they place on both relationships and results will see us remaining with them for many years to come."

Nigel Miller
General Manager, Plus Fitness

Campaign Creative

Rocket supports all Plus Fitness marketing campaigns with compelling creative that's used across channels. We produce videos, web banners, Facebook posts, copy, landing pages and more to drive conversions. 

Check our next case study

Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.

1661%

Increase in Revenue in 19 Days

54.98%

Increase in Total Website Revenue

610%

Increase in Search Campaign CTR
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If you’ve got a challenge we’d love the chance to come up with a solution. Most of all though, we’d love to help grow your business.
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