Gymfinity Kids – the UK’s first Gymnastic & Ninja Zone, offering fun and exciting activities for babies to children aged 16 years.
A gymnastics club with a difference, Gymfinity Kids helps children develop the skills to cope with new challenges, socialise with others, and improve coordination skills by providing a high standard of coaching, a wide range of classes, and a state of the art environment that is fun for all levels and abilities.Visit Website
Platform81 were approached by Gymfinity Kids to help develop a brand and marketing strategy, ready for the effective launch of their flagship site in 2017.
The brief included a range of elements such as a brand pack, fully functional website, offline marketing materials and ongoing digital marketing activity in the form social media, paid search and website optimisation to promote the brand. Three years on, eight successful club launches and the addition of a brand new Nursery brand later, our ongoing relationship with Gymfinity only continues to grow.
The design and build of the website was based on the potential of future Gymfinity sites being added to the website with ease. The website was custom designed to appeal to the target audience with strong calls-to-action, imagery and video content. The website was built on WordPress CMS to ensure simplicity for ongoing updates and features an integrated, bespoke booking system.
Our full-scale SEO campaign centres around three specific areas; Localised SEO, National SEO and Technical SEO.
The localised strategy for the individual clubs focuses on keywords specific to both the Gymfinity Kids and each specific town/city. As a growing brand, we also incorporate a robust national strategy whereby we focus on a broad range of more generic search terms.
As a site that’s always changing and growing with each new club opening, the technical element to our campaign is critical to its success. Ensuring the site is healthy in terms of its speed, crawlability, links and site security are just a few of the many elements to our ongoing technical SEO campaign.
We utilise Google Search and Display Networks to attract audiences searching for relevant non-brand keywords within a set radius. We regularly review postcode data, and add locations that website visitors convert from to the PPC campaigns, to extend our reach to relevant audiences. We use multiple campaigns focusing at different parts of the customer’s journey, and utilise RLSA lists to make sure Gymfinity are always present for key searches.
To increase awareness on Social Media we create ongoing targeted Paid Social Media campaigns across Facebook and Instagram with a continued focus on new member acquisition through free trial bookings. Utilising the Facebook Pixel and member data we implement retargeting campaigns to encourage return visits, one-off bookings of holiday camps or birthday parties or membership signup.
The Gymfinity logo uses a bold, confident and modern, sans serif font to create a friendly feel while the punchy colours gives the brand an element of fun, energy and excitement. The combination of lowercase Montserrat and uppercase Futura not only gives it a distinctive look but also helps it sit perfectly with sister brand Nurseries and Ninja by Gymfinity Kids.
On and offline communications use bold headers with simple messaging, combined with real action based photography and child quotes to create a strong, unique brand in a competitive market.
The digital marketing strategy for Gymfinity Kids has focused around new member acquisition, through promotion of a free trial. Since the launch of the website and digital marketing campaign, Gymfinity Kids has exceeded target with new member acquisitions.
8 open sites
The P81 team have been an amazing support whilst setting up the business and over the past 3years we have worked together. Our Account Manager is always completely on the ball with everything, and I feel we can have an honest conversation which is so important. I would 100% recommend P81, especially the support to a new business which is second to none.
MARKETING & SALES DIRECTOR | GYMFINITY KIDS