As we enter 2025, many leisure facilities will already be deep into their January membership drives, fueled by the wave of New Year’s resolutions. While these campaigns are vital, it’s important to consider how your marketing approach functions throughout the year. Does it start and stop, or is it a consistent presence in your community?

At TA6, we often find that new clients come to us with marketing plans that, while comprehensive on paper, tend to be more of an annual checklist than a dynamic strategy. Campaigns are often developed one at a time, with new initiatives only starting when the previous ones conclude. This can lead to gaps in marketing activity, leaving periods of the year under-utilised. Even more concerning is the overemphasis on membership campaigns, with other areas such as swimming lessons, dry-side activities, courses, play parties, and family events receiving reactive or ad hoc attention.

This approach, while common, leaves opportunities on the table. Periods of inactivity in marketing mean that the only content reaching audiences might be organic social posts, which often lack the reach and impact of a well-thought-out campaign. So how can we address this?

Building a Cohesive Annual Plan

When creating an annual marketing plan, it’s essential to think in terms of campaign periods and overarching messages. These messages should unify and promote multiple services under a single, powerful narrative. For instance, a New Year campaign doesn’t need to focus solely on fitness and memberships. Why not expand the message to include swimming lessons, trying a new sport, or spending quality time with family? A broader campaign allows you to showcase the full spectrum of what your facility offers, appealing to a wider audience.

While there’s certainly a place for specific promotions tied to individual products or services, grouping offerings under one cohesive campaign can significantly amplify your impact. A strong, unified message resonates more effectively than a fragmented approach.

The Always-On Approach

One of the key strategies we advocate for at TA6 is adopting an “always-on” marketing approach. This ensures that even when specific campaigns end, your brand remains visible and active. Always-on marketing involves:

  • Brand-Led Advertising: Highlighting what your facility stands for, the range of products and services you offer, and the positive impact you’re making in the community.

  • Targeted Messaging: Keeping the focus on resonating with your local audience and building a connection with their needs and aspirations.

This approach helps maintain momentum and keeps your facility top of mind for your audience year-round.

Preparing for Campaign Gaps

The key to successful always-on marketing is preparation. Identify the periods in your annual plan where major campaigns will drop off and plan ahead to fill those gaps. Have pre-designed, pre-programmed content ready to go across organic social media, your website, and advertising channels. This ensures there’s no lull in your visibility or engagement.

Benefits of Always-On Marketing

An always-on approach doesn’t just keep your brand in the public eye; it also creates a sense of continuity and reliability. Your audience comes to associate your facility with consistency, whether they’re seeing a targeted campaign or a more general brand message. It also allows you to:

  • Build long-term brand awareness
  • Engage different audience segments throughout the year
  • Maximise the value of your marketing budget by maintaining a steady presence

Make 2025 the Year of Consistency

As you plan for 2025, consider shifting from a campaign-by-campaign mindset to an always-on marketing strategy. By creating cohesive, multi-product campaigns and planning for gaps with brand-led advertising, you can ensure your marketing efforts are impactful, consistent, and effective all year round.

Here are five key questions to challenge your marketing team and make 2025 the year of consistency:

  1. How can we integrate the “always-on” approach into our current marketing strategy to maintain year-round brand visibility?

  1. What tools or platforms should we use to ensure pre-designed and pre-programmed content is ready to fill campaign gaps?

  1. How might we unify our campaigns under broader messages to showcase multiple services and resonate more effectively with our audience?

  1. What steps can we take to balance our marketing efforts between membership campaigns and other offerings like swimming lessons, family, active ageing, and dry-side activities?

  1. How can we measure the impact of an always-on strategy in terms of engagement, brand awareness, and budget efficiency compared to a campaign-by-campaign approach?

Could you use some help with your marketing strategy?
Get in touch
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