Project Description

The Challenge

Proof Fitness is the gym your gym wishes it could be. This high-end, Lexington-based fitness experience needed a way to reduce attrition and increase member engagement. The strategy needed to integrate with their existing point of sale software as well as Proof’s mobile app.

The Goal

Sign up 25% of Proof’s existing membership base for the rewards program within one month.

The Plan

Zipie developed an interactive program to encourage members to work out, bring friends, and take classes. The points-based system rewards members for their hard work, creating extra incentives to go to the gym (beyond the many benefits of getting healthier). It’s just one more reason Proof is Lexington’s most addictive fitness experience—Proof Rewards keep members coming back for more.

We wanted to do more than just hit members with an offer when they walked in the door—we wanted to change their entire experience. So we designed a visual strategy that spoke to members from the moment they pulled up outside, introducing Proof Rewards in a way that would make them want to learn more. The strategy used experiential marketing to drive home one message: Sign up and get rewarded.

The Results

Over 35% of Proof’s existing membership enrolled in Proof Rewards during the first five weeks of the program. Referrals through the Proof Rewards program led to 40 new memberships, and dozens of Facebook posts from members increased Proof’s reach on social media. The Proof Rewards campaign won a Silver ADDY and the brand refresh and photo shoot we completed to accompany the program both won Gold ADDYs at the 2016 AAF Lexington ADDY Awards.

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