Getting More People Through the Doors at UoB Sport & Fitness
UoB Sport & Fitness, part of the University of Birmingham, offers some of the region’s best sporting facilities - from a 50-metre pool and climbing walls to state-of-the-art gym equipment and expert coaching. But with such a strong offer already in place, the focus shifted to getting more local people and students through the doors.
THE CHALLENGE:
The goal was clear: increase engagement with both the local community and students, and turn that interest into more memberships. Previous activity had plateaued, relying heavily on brand searches and limiting opportunities to reach new audiences.
THE SOLUTION:
We started with a full audit of their Google Ads and Meta activity to understand where performance was being held back. From there, we rebuilt campaigns with a full-funnel approach - designed to reach new audiences, not just capture existing demand.
We placed a strong focus on community-driven targeting, ensuring campaigns spoke to both students and the wider local area. Alongside this, we introduced a broader mix of campaign types, including Discovery and Performance Max, to extend reach across Google’s inventory - particularly in high-impact, local placements like Maps.
THE RESULT:
By moving beyond brand-led activity and expanding reach, we were able to drive more impressions and clicks at a lower cost than before. More importantly, this meant getting in front of new audiences - helping to increase engagement and drive more membership sales for UoB Sport & Fitness.
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