Leisure Client
A provider of outsourced leisure management in the UK, operating over 120 facilities in England on behalf of public bodies.
Business context
- A diverse portfolio includes traditional gyms, indoor and outdoor swimming pools, bowling alleys and golf courses. The fitness market is competitive and so constant promotional activity is required to retain and acquire customers.
- Faced a massive task co-coordinating this activity cost effectively and ensuring their brand standards were adhered to
Benefits Delivered
- Oliver Marketing implement CommsBuilder to automate design and campaigns
- Reduced marketing production costs from £350,000 to £200,000 in one year alone
- Oliver Marketing delivering annualised saving of £800,000 net
- Oliver Marketing now do the job of 15 people with 5 people
- 350+ campaigns per month, 70% on CommsBuilder
- Marketing activity has increased 6 fold and spend has reduced to £1.2m from £2m
The Solution
Oliver Marketing operates an outsourced design and print production service. We create all of the marketing materials used by the centres, including banners, flyers, invitations, posters, t-shirts, and emails. By turning much of the marketing materials into configurable templates through our CommsBuilder service we have introduced a much more flexible design studio. The centres can logon to a website and access configurable templates. These give them the power to create their own marketing materials in minutes – editing copy, selecting images and colour schemes and customising the materials all within brand guidelines.
Bespoke collateral items that cannot be made from the many templates are created by Oliver Marketing’s design studio. Prior to the appointment of Oliver Marketing, the clients marketing collateral was created by an internal agency of 15 people. They designed approximately 60 campaigns a month, compared to Oliver Marketing’s 350 a month.
Also 120 centres can now be more targeted with their campaigns, thus improving the campaigns effectiveness.