Anytime Fitness uses SOCi to improve their localized marketing efforts and streamline franchisees’ workflows.

The Challenge

Anytime Fitness is a 24-hour health and fitness club franchise with more than 4,000 gyms in 35 countries. As part of the Self Esteem Brands family, they operate with a hybrid approach to localized marketing where franchise owners are encouraged to manage their social media presence alongside Corporate efforts. Anytime Fitness needed a solution that would empower franchisees to maintain a strong community connection on their social media pages with local content while responding to reviews, ultimately lending itself to building trust and brand integrity in their local communities.

The SOCi Solution

By teaming up with SOCi, Anytime Fitness is able to successfully provide franchisees with a tool that is not only user friendly but also acts as a central command center for executing their marketing strategy. Since streamlining franchisees’ workflow, they’ve seen a dramatic change in results. With an average of 54% of users actively utilizing the platform, they’ve been able to decrease their overall review response time by 50% over the course of one quarter. Additionally, they found that hyperlocal content posted by the location managers received 150% more clicks and 77% more user engagement than corporate content emphasizing the importance of maintaining a strong localized presence.

SOCi Results

“Localized marketing, to me, means being customer-centric. As a franchise brand, it’s all about maintaining that right consistency and balance between maintaining brand consistency, increasing brand awareness, but also not compromising the localized feel that powers each one of our franchise locations.” — Christian Betancourt, Director, Demand Generation (Paid & Social), Self Esteem Brands

 

In just a few months, Anytime Fitness saw the following areas of improvement…

 

150%

More clicks on local posts than group posts

 

77%

More users engaged with localized content

 

50%

Decrease in response time

 

 

 

Learn how SOCi can help take your
localized marketing to the next level.