Community Moves Health & Fitness is a gym franchise designed for over 50s looking to move better, feel fitter, and improve their quality of life.

ImpactInstitute was engaged to provide social media & digital services to help build the online presence of the brand in its local community.

The Challenge:

Community Moves was preparing to launch its second gym in Forestville, building on the success of its flagship Neutral Bay location.  

It was important to establish an online presence that resonated with the unique needs and aspirations of the over 50s target market.  

However, the digital landscape was saturated with fitness brands targeting younger demographics, making it difficult for Community Moves to carve out its niche.  

Our challenge was to craft a digital strategy that not only reached their target audience but also engaged them in a meaningful and sustainable way. 

Additionally, the local focus of Community Moves added another layer of complexity. How could we build a strong local online presence that fostered a sense of community and belonging, while also reaching out to potential members in the vicinity?  

This required a delicate balance of hyper-local targeting and broader community engagement. 

The Solution:

Our proposed solution was a multi-pronged approach that combined content production, social media management, and paid media strategies to build a strong and engaging online presence for Community Moves. An always-on content and digital retainer model ensured a consistent and engaging online presence.  

The content production involved a photoshoot capturing still images of exercise classes and members, as well as vox pop interview footage to gather authentic member testimonials. This approach aimed to humanise the brand and foster a sense of community among the members. 

In terms of social media management, ImpactInstitute took charge of publishing thrice-weekly social posts on Community Moves’ Facebook and Instagram accounts.  

Our team drafted engaging copy, scheduled content, and edited vox pop videos and photoshoot content for use on organic socials. This strategy was designed to keep the audience engaged and informed about the gym’s offerings and success stories. 

Paid media was another crucial component of our solution. We launched targeted paid media campaigns with retargeting to re-engage lost leads.  

We crafted tailored ad copy to appeal to niche audience segments and optimised ad placements and content for enhanced audience engagement. This approach aimed to attract potential members within the local community and beyond. 

Outcome:

The collaboration between Community Moves Health & Fitness and ImpactInstitute resulted in a stronger online presence, increased engagement, and a more efficient lead generation process. 

Over the course of the retainer period, our team produced 50 still images and 12 member video testimonials, creating a bank of content that resonated with the target demographic. 

The impact on Community Moves’ social media presence was significant. Its Facebook page saw a 203% increase in reach and a 165% rise in engagement. This surge in online activity was not limited to existing members but also extended to prospective leads, demonstrating the effectiveness of the assets we prepared.  

On the digital front, the refined paid media and retargeting strategy led to a substantial decrease in the cost per lead.  

This cost-effectiveness was accompanied by a noticeable increase in lead volume across both locations. This dual achievement of reducing costs while increasing lead volume underscores the success of our tailored approach. 

Services

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