Established in 2006 as a registered charitable society, LED works with various district councils to operate several leisure centers and manage a wide range of activities. The LED Trust aims to build on the existing cultural, sporting, and physical activities throughout South Somerset and East Devon. Facing more competition than ever, and having significantly expanded in a short space of time, LED needed a strategy to maintain and grow their income.
LED approached Optix Solutions with the goals of increasing membership retention and new member numbers, improving overall digital processes, boosting their reputation, and ultimately becoming financially self-sustaining.
“The whole project was super slick from the outset. After an initial thorough strategy meeting, the team came back with a complete campaign that was exceptionally well researched, planned, designed and scheduled for us.
The team at Optix were truly awesome … not only do they have the expert skills and knowledge that we simply do not carry in house, they also have an amazingly fun, professional and diligent team that makes the whole experience something to really get excited about!”
Lucy Baker – Digital Marketing Coordinator, LED
DEVELOPING A DIGITAL AUDIENCE
Optix Solutions began the process by interviewing sixteen different people in various roles across LED. We gained a feel for which important areas of the business needed a digital update, and how we could implement new digital aspects to hit their objectives. The main goal frequently discussed was revenue and, more specifically, income from memberships.
The first membership campaign began with updating aspects of the website to streamline the sign-up process, and by promoting LED considerably on social platforms. Opening competitions and challenges with membership and prize giveaways, as well as creating engaging video and image content, allowed us to engage with a much wider audience, highlight the perks of LED, and gain the attention of new members.
CREATIVE SOCIAL CAMPAIGNS
Following this fruitful campaign, we planned the next steps to secure new members, improve current member retention, and promote LED services.
Along with running seasonal campaigns, our digital strategy involved regular consultancy advice for digital content to be managed by LED, social media training, and monthly development updates to steer the website in the right direction for increasing traffic.
Our work with LED has been successful so far, and we expect continued growth as we work alongside them for the foreseeable future, implementing multi-channel marketing with PPC, SEO, content, and social media over the next year.
- 25% more Facebook likes
- Generated 69,000 website visits in a single month, a 76% increase from the previous year’s corresponding month
- Retention rate is 11% higher following increased digital presence
- Bounce rate dropped from 49% to 33% in 2017