Case Study – Train Boston health and fitness.
When Train Boston approached PearTree Design to help improve their direct mail efforts, new membership for the club was lackluster. TB had been working with a company in California that specialized in marketing for fitness clubs. However, the cookie-cutter approach implored by the company resulted in only marginal increases. Nevertheless, Train Boston stuck it out for 3 mailings – partly because of their experience, track record and competitive pricing.
When approached, our team was tasked with developing a direct mail campaign that would increase new membership, without increasing costs. We began by understanding their strengths, who they catered to, and who their ideal client was. Upon defining the very specific market demographics (two distinct age groups, income levels, home-ownership and income levels), we sourced the best list company available – the single most important factor to a successful direct mail campaign.
Our redesign of their postcard was received with excitement and anticipation – the team at Train Boston felt as though they had a direct mail campaign that truly reflected the image of their gym and operation.
In a few short weeks, the first TB postcard designed by PearTree Design went out and memebership increased almost overnight.
The effort was so successful they were forced to scale back the number of direct mailings in the first year. Within the first 90 days of the first direct mail postcard, new memberships had risen from an average of 20 per month to over 70 per month, making the direct mail campaign the most successful the club had ever mailed.