Collaborating with Substation's part-time MD, we created a working 90 day plan, informed by targets, to roll out Substation's new brand identity across social, display and web.
A new website that adhered to 3-taps-to-checkout would address the client's high abandonment rates and data control concerns around using multiple third parties to handle carts, process card, and generate waivers. To maximise impact, launch had to be within December so conversion rate improvement could impact January, their busiest month seasonally.
Their ad approach was two-pronged -- geo-targeted display banners focused on ABC1 consumers within an agreed distance of each wall. Social media advertising looked to maximise frequency and drive top-of-mind awareness for Substation, winning climbers from competitors. The second campaign leg positioned Substation as a fun family activity and to introduce bouldering to more people.
A working CRM strategy looked at collecting, enriching and segmenting Substation's 60K+ customer list - balancing send priority with personalisation.
Outcomes:
- Bounce rate fell 60% in the four weeks after new .COM launch
- Open rate improved 12 PPTs on average
- We tracked and proved the return on marketing spend across all channels (except OOH)
- Delivered training via our Web Edit portal for client changes to website (this was their preference for cost reasons)
- Launched quarterly customer feedback surveys to score NPS and predict churn, in addition to informing wider business strategy
- Averaged 3.2% CTR across all Display campaigns and 3.5% Social ad CTR, far above 2.0% benchmark.
Since, membership has grown an enormous 3X.
