Industry
Wellness
The Challenge
Village Health Clubs & Spas is a collection of high-end, full-service health clubs serving affluent communities in and around Phoenix, AZ. The Village experience is truly like no other.
Each Village Club has its own centralized sales teams, supported by a singular marketing team whose tools, tactics and strategies are focused on driving sales via paid media, member referrals, business partnerships and event marketing. The Village marketing team sought strategies to maximize its efficiency and effectiveness while seeking the input and suggestions of the sales team to better align marketing tactics and strategies with the insights and stated needs of the sales team.
The Solution
Working closely with both the marketing and sales teams, StringCan recalibrated its media strategy to include new channels that Marketing had long considered and Sales had heard mentioned by their clientele. As a result, StringCan broadened their media spend to include a variety of programmatic solutions which included podcast streaming audio, CTV platforms like Hulu and Roku, targeted display, and more.
As a follow-up to this effort, StringCan helped facilitate quarterly reporting meetings attended by members of the marketing and sales teams to share successes and have an open discussion regarding potential future strategies and tactics that may be leveraged to drive both teams’ success.
In addition, StringCan modified its reporting to include weekly individual club performance. These KPIs are closely tied to sales tracking numbers entered into Village’s club CRM and compared to the appropriate Google Ads Account and GA4 and tracked using Village’s custom dashboard.
The Outcome
The inclusion of new tactics and strategies on relevant platforms and anchored by collaboration between Villages’ marketing and sales teams has delivered outstanding Q1-25 results when compared to Q1-24 time period:
+552% Increase in Facebook/Meta Impressions
+147% Increase in Facebook/Meta clicks to website
+90.5% YOY increase in Google Search CTR
+5% Increase in new leads YOY
Quotes
“Whatever you (StringCan/Village Marketing) are doing, keep it up-the leads have been great!”
Village Health Clubs & Spas Sales Director