case study: Kroc Center Membership Drive

Kroc Center Membership = Revenue


cumulative membership increase in FY22


increase in overall cumulative revenue

The Challenge

It had become increasingly difficult for The Kroc Center Hampton Roads Virginia to attract and recruit new members. They experienced a significant decrease in membership during the pandemic and it had become difficult for the internal staff to generate interest and find new prospects in the aftermath of the Covid-19 pandemic. They needed a experienced marketing partner to come alongside them to find new members and develop a more robust digital media campaign strategy to get members back into the gym. Their goal was to exceed their FY19 membership totals in order to maintain strong profitability.

The Solution

To be competitive in its marketplace, The Kroc Center needed to build awareness of its location and offerings, as well as lead with rival offers to entice new membership trials. We first launched the “Everyone Belongs Here” awareness campaign and followed it with the “New Year’s Resolution Solution” offer. Both utilized multiple digital tactics and testing strategies. We quickly learned family memberships drove the most conversions, and subsequently targeted family audiences heavily in the rest of the campaigns throughout the year. This strategy also targeted standard membership types to bring more revenue to the bottom line.

The Results

When comparing year-over-year results, the reports indicate cumulative memberships since FY22 grew 45.7%, and more importantly, there was a 108.5% increase in overall revenue. Additionally, membership revenue rose from the pre-pandemic total in FY21 of 1,442
to over 2,391 in FY22!