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 to juggle a lot of responsibility. They identified the need for a digital marketing agency to manage their online campaigns and recruited Rocket in early 2017.
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.
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 include SEO. We cannot understate the importance of local SEO, in particular the importance of business listings in SEO to rank for all Plus Fitness locations. We also had to consider how to improve GMB ranking for Plus Fitness, how to enhance the website functionality and UX, as well as heatmapping and the like.
Plus Fitness plan out their annual marketing calendar and work collaboratively with Rocket to take these to market, digitally. This includes developing creative static images, videos, copy and launching them on different ad platforms with smart targeting and budget management to support conversions from campaigns.
The digital marketing campaigns that Rocket launched for Plus Fitness via Remarketing, Google Ads, Facebook, Instagram, Spotify and SEO gave the business competitive 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 organic 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 perspective, 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 dominates non-brand search for all franchisees i.e searches like "[suburb] + gym". That’s dominating non-brand gym search for 200+ locations! Examples include:
We are ranking #1 in the local pack for gym Sydney ..that’s huge. A keyword which has over 3,600 searches per month.
General Manager, Plus Fitness
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.
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.