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Client

South Norfolk District Council

Project

South Norfolk Leisure Centres

Objective

We worked with South Norfolk District Council to promote the reopening of their Leisure Centres after the first Covid lockdown in 2020, and increase the number of people signing up for memberships.

Results

  • 328,887 campaign reach against a target of 220,000
  • Weekly web traffic between 2,000 and 7,857 per week (target 1,000)
  • Nearly 5,000 leads directly generated for less than 70p each
  • Google search campaigns achieved average overall CTR of 15%

South Norfolk District Council manage five leisure facilities in the region; sports centres, gyms, swimming pools and outdoor courts. After a three-month period of enforced closure due to lockdown they were keen to make people aware that they were open for business once more, encouraging them back and to take out membership.

Understandably the issue of safety was uppermost in people’s minds, so we created the strapline ‘We’re ready when you are’ to reassure prospective visitors the facilities were adhering to government safety guidelines. This was backed up by messaging which emphasised the safety message, as well as the benefits of taking out membership.

To reach those who would benefit most from the message, we created bespoke advertising images and ran social media, Google Search and Google Display campaigns, using careful audience targeting and pertinent keyphrases to maximise results against ad spend.