South Norfolk Leisure
To support South Norfolk Leisure with marketing, strategy and people development, with the high level aim of returning the service to pre-COVID membership numbers by April 2023.
About the Project
The Covid-19 pandemic had a material impact on South Norfolk Leisure’s revenue and this required a significant increase in the council’s subsidy to support the post-covid recovery.
Upon reopening, membership, and participation numbers had fallen by more than 50% compared with March 2019. The senior management team produced a comprehensive, post covid Strategic Delivery Plan for the leisure service.
About South Norfolk Leisure
South Norfolk Leisure offers a wide array of fantastic facilities and experiences for those living in and visiting South Norfolk. They bring together and support all members of the community, inspiring them to live a healthy and active lifestyle. South Norfolk Council remains fully committed to ensuring its leisure services enables and inspires their residents to lead active, healthy and fulfilled lives.
Working in collaboration, TA6 and the team at South Norfolk Leisure created a series of powerful campaigns designed to inspire local people and connect them with the South Norfolk Leisure service. We completed detailed mosaic profiling to define targets audiences and refine campaign messaging.
In March 2023, South Norfolk Leisure surpassed pre covid membership numbers across the service. This represented a growth of 845 members (whilst maintaining yield) in the 12-months to March 2023. This significant increase in revenue (~£170k) and centre participation is vital for the long-term sustainability of the service and reduction in council subsidy.
Before working with TA6 our digital engagement did not achieve the desired reach, now we are surpassing expectations and really seeing the benefit of a well-executed digital strategy. Finally, the training that has been delivered has been received really well by the teams. The sales training was motivating and improved confidence, and provided structure and the results are backing this up.
We are really excited about what the next 12 months can bring, we strive to get the service closer to cost neutrality and working with TA6 I think we have a good shot!