NEXT GEN HEALTH & LIFESTYLE CLUBS
Salesforce Marketing Cloud Case Study.
Next Gen Health & Lifestyle Clubs is chain of premium multi-service health clubs across Australia and New Zealand built on a country club concept that blends fitness, relaxation, aquatic and racquet options within a single facility.
With rich first-party data and segmentation, Next Gen were looking to drive greater engagement with their members by implementing their first marketing automation platform, specifically to:
- Integrate all digital channels to create a seamless customer communications strategy based on tailored interactions across a range of distinct customer journeys
- Provide a personalised and contextualised experience that utlises first-party data to reach members throughout the customer lifecycle
- Increase enquiries, conversion rates and revenue by more segmented targeting and increased engagement across email, mobile, social and through digital advertising
- Achieve efficiencies by delegating day-to-day management of each club’s social media accounts whilst maintaining a head-office oversight, sharing content and best practice
Next Gen Health & Lifestyle Clubs purchased Salesforce Marketing Cloud using Email Studio, Mobile Studio, Social Studio, Advertising Studio, Web Studio, Automation Studio and Journey Builder. The implementation solution integrated all aspects of the platform to create a holistic digital communications strategy that leveraged the capabilities of the platform:
- Mapped and developed a sales journey with multiple email and SMS touch points using Journey Builder and underpinned by data imports, filters and queries
- Mapped and developed interactions and journeys across critical touch and pain-points throughout the customer lifecycle – acquisition, onboarding, engagement and retention
- Setup Advertising Audiences to dynamically profile segment-specific members for lookalike audience creation, enabling Facebook advertising with Lead Capture and data extracts for localised call-lists
- Developed landing pages through Web Studio with lead acquisition forms that trigger a nurture journey with dynamic content
- Created multiple Social Studio dashboards for decentralised social media community management, in addition to setting up Radian6 listening on brand and competitors
- Utilised the MobileConnect API to enable in-club real-time communications
Next Gen have been profiled by Salesforce as best practice examples for utilising the capability of Salesforce Marketing Cloud with one campaign alone delivering a three times return on investment.
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