
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?