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CASE STUDY

orangetheory fitness - high intensity interval training

CASE STUDY

Commerce Garage is one of the preferred digital marketing agencies for all corporate studios and 10 franchise locations across Canada.

With our proven ‘full-funnel’ digital strategy, execution, creative and optimization of paid advertising, SEO and website conversion optimization we accelerate membership sign ups, revenue and profitability for each individual location.

THE PROJECT

Orangetheory Fitness

Orangetheory® Fitness is one of fastest growing fitness franchises in the world.  The company was ranked #60 in Incmagazine’s Fastest Growing Private Companies List and #255 in Entrepreneur’s 2016 Franchise 500® list of the top franchises.

 

As a disruptive leader in a competitive space, Orangetheory Fitness is continuously looking for ways to grow its market share and truly change the way people experience exercise.

 

Commerce Garage was approached by OTF Canada in Spring 2017 to help scale it’s lead generation initiatives while improving the lead-to-membership efficiency. At Commerce Garage we quickly accepted the challenge and the opportunity to work with an innovator like Orangetheory Fitness and help them meet their business and marketing goals.

 

We kicked things off by overhauling the landing pages to be both mobile and desktop optimized. We then implemented an incoming lead management solution that efficiently distributed and notified studio owners of qualified leads to follow up with. We rebuilt OTF’s Facebook Ad and Google Search accounts to get them in a position of scalability. Lastly, we overhauled the ad creative and messaging to focus on generating high-quality leads and elevating brand value proposition.

Services Provided

  • Facebook Ads
  • Google Search
  • Retargeting
  • Bing Search
  • Conversion Rate Optimization (CRO)
  • Funnel Optimization
  • Persona Identification
  • Landing Page Design and Development
  • Integration with new Lead Gen Routing and Notifications System
  • Marketing Strategy and Advising

PERFORMANCE ACHIEVED

%

Lift in Web Traffic

%

Reduction in Cost Per Lead

%

Improvement in Lead to Trial Visits

THE GAME PLAN

UNIQUE FUNNEL STRATEGY

full funnel strategy

We’ve built and delivered advertising laser-focused on driving awareness, consideration, lead generation and membership sign-ups from a single ad impression. We utilized web analytics and other tools to track and monitor how people are engaging with your website to gain valuable insights from real website visitors about their perception of your brand and offering. This unique approach allows us to uncover optimization opportunities to continually help increase your website traffic, leads, membership sign-ups, net sales and overall profitability.

CHANNEL STRATEGY

FACEBOOK ADS

We launched uniquely crafted Facebook Ads to drive conversion performance across all stages of the marketing funnel. Launching a mix of video ads, link ads, image ads geared towards delivering both a massive uplift in awareness and conversions coupled with our proprietary optimization techniques was the cornerstone to Orangetheory Fitness’s success in reducing their costs per acquisition. Since launch we have significantly improved lead volume, cost per lead and lead-to-member sign-up efficiency, delivering more traffic and revenue for fewer dollars. A key pillar to our success has been eliminating low-quality leads by removing contest centered advertising and deliver only ad content and messaging based solely on the values of Orangetheory Fitness.

Share the health! Tag a workout buddy! Sign up here: orangetheoryfitness.ca/try-us-free/edmonton/

Posted by Orangetheory Fitness Canada on Monday, October 2, 2017
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Posted by Orangetheory Fitness Canada on Thursday, November 2, 2017
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Posted by Orangetheory Fitness Canada on Tuesday, October 3, 2017

Take the first step and our coaches will guide you the rest of the way. Sign up today and we'll schedule your 100% FREE class when it's convenient for you at your preferred location in Edmonton.

Posted by Orangetheory Fitness Canada on Tuesday, October 17, 2017

GOOGLE SEARCH

Google Search is an important channel for capturing users at the mid and bottom sections of the funnel. The initial target was to first engage with high-intent users that are the likeliest to convert, i.e. “gym memberships near me”. Next, we moved up the funnel by expanding audiences and keyword targeting based on relevant insights such as keyword/market research, personas, etc. Here, we tested the efficacy of targeting various other fitness-related terms such as “lose weight before wedding”, using a number of different methodologies like copy testing, CRO, and landing pages.

 

It is important that each location has an individual set of campaigns that aim to saturate the geographical area surrounding it. Several different campaign types were run for each location, separating keywords and ideas based on their position in the funnel (i.e. branded keyword campaign is bottom of funnel, fitness/gym keywords are middle). Daily, weekly, and monthly account/campaign optimizations were made to continuously decrease CPL (Cost Per Lead), increase volume and lead quality as much as possible.

 

This particular strategy was custom built and tailored to each location. As we learned from our data we optimized the account toward the goal of lead volume and lead-to-membership signup rates. With these optimized campaigns we can then extrapolate the build (along with what we have learned) to any Orangetheory Fitness location in the world enabling Commerce Garage to start each studio location in an optimized state. Each location then receives its own optimizations and daily maintenance.

Orangetheory Fitness - Google Search Branded
Orangetheory Fitness - Google Search Non-Branded

GOOGLE DISPLAY

Google Display is an integral component of the AdWords channel and mainly serves to support search through various remarketing opportunities. Big, vibrant creative that prominently displays the USPs of OrangeTheory will help capture user attention in various stages of the funnel. Utilization and testing of the various audience segmentation options (i.e. remarketing, interest, etc.) will ensure we can spend in the most effective channels while also expanding reach as we progress. Constantly refreshing and testing creative is also a must for advertising on the GDN.

Orangetheory Fitness Google Display 4
Orangetheory Fitness Google Display 1
Orangetheory Fitness Google Display 5

 CHANNEL EXPLORATION

PINTEREST ADS

With over 70 million people in the U.S. and 150 million people worldwide Pinterest is a must-do for channel exploration. It’s early days for the Pinterest Ads platform with lots of available inventory at a fraction the cost of mature digital channels of Facebook and Google. We believe we’ll be able to drive high volumes of website traffic at low CPM’s and CPC’s making Pinterest a viable and scalable option for growing leads and membership sign-ups.

Orangetheory Fitness Pinterest 1
Orangetheory Fitness Pinterest 2

CONVERSION RATE OPTIMIZATION (CRO)

A/B TESTING

With businesses that have locations in multiple geographical areas, it’s important to remember that not all consumers will respond in unison. This is especially true with Orangetheory Fitness, which has studios in various diverse regions. Because of this, A/B testing has been a proven method for finding the exact messaging that speaks to their audiences the most. Starting with an educated hypothesis, we tested elements such as copy, creative and page layouts to create perfect location and goal-specific landing pages to introduce Orangetheory Fitness to new audiences and encourage them to sign up for trial workouts.

orangetheory fitness case study
orangetheory fitness case study
orangetheory fitness case study

FUNNEL OPTIMIZATION

OPTIMIZED MOBILE / DESKTOP LANDING PAGE DESIGN

Leaning on our experience in digital, and industry standards layered on top of your user data we build landing pages and performance funnels optimized for conversions and exceptional user experience.

orangetheory fitness optimized desktop

We’re excited to partner with Orangetheory Fitness Franchises around the world and continue to rapidly grow its brand, membership and franchise footprint.

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