Salford Community Leisure – For Community —
SCL streamlined their gym memberships, wanting to promote the facilities, venues and benefits rather than the latest promotion. Aiming to increase membership signups based on what it means for the customer and what they get out of it.
Not wanting to be seen as a traditional leisure centre, appealing to the usual audiences, SCL wanted to promote their gym & swim memberships to the wider community, rivalling local gyms. As a community focused leisure centre they wanted a campaign that would speak to all of the different people in the area showing there is something for them all.
The campaign we created centred around the different personality types of the target audience and what they can get from their membership. From performance to socialising, young to old. The ‘For Community’ campaign used actual members and people from the local community to bring a sense of realism and discover why the membership is for them.
The core video produced would be utilised across channels to engage the target audience and encourage enquiries and signups, with the various people and benefits used to target different audiences.