Corby Borough Council
Alliance Leisure and the TA6 team have been working with Corby Borough Council since 2009 and the partnership was further extended in 2019 for another 4 years.
The focus of the support is three-fold; increase income, increase participation and develop the skills of the workforce.
The most recent campaign launched in January 2020 aimed to:
• Increase Awareness of local people doing real activities within the facilities
• Increase Membership Sales
• Drive Lead Generation
Emotive messaging and tag lines were applied to incentivise customers to make a lifestyle change and drive interest into the leisure website. A dedicated promotional page captured leads and gave more information on the campaign.
A range of advertising channels have been utilised over the past 10 years including:
• Facebook & Instagram pay-per-click (PPC) advertising
• Google AdWords (search and display)
• Email and SMS to ex-members, prospects and active members
• Leaflet, poster and banner production
Some key outcomes of the partnership:
Training for over 100 members of staff has been delivered covering customer service & sales training.
Delivery of interactive workshops focused on practical skills to support achieving excellence in sales tours, enquiry handling, up-selling techniques & engaging customers in new activities and products.
Online advertising has generated over 3.5m advert impressions to nearly 200k people resulting in over 32k website visits.
Income has continued to grow year-on-year with positive performances in both increasing sales and reducing attrition.