andDonovan: Full-Service Agency that Uses Strategic Positioning and Tactics to Exceed Goals
In late 2017, andDonovan partnered with 10 Star Fitness, a multi-location gym, to help reach its goal of increasing sales by 20 percent in the first quarter of 2018. With the most important selling season for gyms fast approaching, andDonovan began work developing both a strategic platform for the brand and a list of immediate sales-driving ideas that could be implemented quickly.
During the initial discovery phase, andDonovan found the gym had a reputation for being a location for bodybuilders, and while the company had undergone a name change and had added amenities such as supervised childcare, its reputation hadn’t changed. However, from research and interviews with staff and members, andDonovan determined 10 Star Fitness was truly a gym for everyone. And, from that insight, a new tagline and brand umbrella was born: The Perfect Fit.
Within weeks, andDonovan developed TV ads featuring real members — not actors — that the general population could relate to. In addition to mass media, andDonovan developed a fully integrated digital retail plan that included optimized SEO, SEM, social media ads and email marketing, all of which employed the new messaging aimed at moms, seniors and other targets outside the more extreme fitness demographic.
Within four months, 10 Star Fitness realized results that beat even their aggressive goals. The gym’s average monthly membership grew 25.4 percent month over month in the first quarter of 2018. And while most gyms start seeing a downturn after the first months of the year, 10 Star Fitness continued to grow, even beating their January numbers in March.
“We set an aggressive goal and andDonovan did everything — and more — to make sure we reached it,” said Michael Cooper, the president of 10 Star Fitness. “The agency has exceeded our expectations.”
Based in Greenville, South Carolina, andDonovan is a full-service agency that puts its clients first — literally. With deep roots in both digital and traditional marketing, the nimble team includes brand builders, content creators, website optimizers, video producers, strategy developers, social listeners, idea makers and even software developers, all of whom share the same goal: serving clients with impactful, creative solutions.