Oldham Active briefed Cornerstone on the development of their New Year marketing strategy, which was to achieve increased awareness across the borough of their brand, and also their state of the art new facilities, which accounted for well in excess of £20m of investment within a 12-month period.
The campaign was to be a cross-channel campaign, utilising digital marketing, traditional print literature, press advertising, outdoor, and point of sale advertising to name but a few.
Developing new photography, content, visuals, and online and offline strategies, Cornerstone formed the marketing for the Oldham Active New Year campaign to have a fresher look, with bespoke photography playing a critical part in showing off the new facilities and unique points of each centre.
The campaign had to be efficient however, as well as generate extremely positive results. With this in mind, focus on digital marketing strategy was key, with in-depth targeting and profiling taking place, and integrations into the main Oldham Active website being a key component for remarketing campaigns and conversion tracking. Geo-targeting was also vital with this campaign, focusing on areas surrounding each of the five Oldham Active centres.
Membership levels were very strong in the two months following the campaign launch, with targets being exceeded at each centre. The campaign which involved the integration of drone video work, helped to reach over 45,000 people with one video ad alone, with additional traffic totalling in the tens of thousands coming from paid for digital media and organic SEO methods, to support an already strong offline strategy.
Overall, the campaign was very well received and helped to exceed the objective of increasing members at each centre, whilst also updating the design of the Oldham Active marketing materials.