Multi-channel perfomance campaign for Sportown
october 2018 - july 2019

Sportown is the largest fitness center in Southeast Moscow. For many years it had been the leader in the number of clients and the most popular fitness organization of the district. However, the competitor landscape has significantly changed recently, and some of the newly-formed competitors won the attention of the consumer owing to more flexible pricing and new facilities.

Context
In 2018 the share of new club memebers shrinked to 20% amid extremely high retention rate, and the company decided to focus on attracting new clientele.
KEY TARGET
driving awareness, interest and conversion to sales among potential clients
TASKS
1
Integrate software to measure the performance of the entire marketing funnel to support data-driven planning
2
Track the complete customer lifecycle from the first interaction to purchase
3
Optimize media split and advertising campaigns
Challenge

The current CRM platform is a local piece of software that wouldn’t leave a chance to integrate it with an end-to-end analytic system. 

Additionally, the client’s website was developed years ago and resulted in low UX and quality metrics. 

Solution
1
Developing a landing page that would provide meaningful and relevant experiences to users
2
Tying software to the sales pipeline
3
Listening to phone call records to relevantly tag leads
4
Budget reallocation on channels and campaigns based on CPA
5
Integration into comagic analityc system with the landing page
6
Tracking the effectiveness of digital campaigns by means of comagic codes, calltracking and lead generating module
Landing page design

DEVELOPMENT OF CREATIVE SOLUTIONS FOR ONLINE ADVERTISING

CALL TRACKING AND END-TO-END ANALYTICS (COMAGIC)

Setting of IP telephony

CoMagic IP telephony was connected through MGTS phone number

Securing the opportunity to listen to outgoing calls recordings

Integration with the website and landing page

CoMagic code was installed into the website and the landing page

Call tracking, lead generation tools and web callback option were plugged in

LISTENING TO CALL RECORDINGS AND TAGGING CALLS

1
Before IP telephony was installed, the information about missed calls and web callback requests had not been available
2
Connecting CoMagic IP telephony to MGTS phone number provided the opportunity to listen to outgoing calls 
1
We started tagging calls as target, non-target and repeated based on the call recordings.
2
Target calls are transfered to Yandex.Metrics and Google analytics.

IDENTIFYING THE MOST EFFECTIVE LEAD GENERATION CHANNELS

End-to-end analytics based on tagging the first call 

The first call was tagged as target. The most effective lead generation  advertising channels were identified

Transfer of targets to Yandex.Metrics and Google Analytics systems allowed adjusting automatic strategies and targeting key audience

Rebudgeting

Based on the end-to-end analytics data all traffic channels were reviewed according to conversion rate

The budget was reallocated to the most efficient high conversion rate traffic channels

BEFORE

New client is looking for a fitness center

Current client is looking for the center’s schedule

Comes across SEA

Budget is not spent efficiently
Visits the web-site
Sees the channel-specific phone number
Leaves an application
Checks the information and leaves
After

New client is looking for a fitness center

Current client is looking for the center’s schedule

Sees advertising for potential clients

Targeted advertising aimed at existing customers with adjusting bids (RLSA), retargeting and network ad campaigns.

Budget is spent efficiently

Goes to fitness club website

Advertising campaigns are optimized 
Sees the channel-specific phone number
Calls are targeted and tagged correcly
Leaves an application
Checks details and leaves
Results