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Saints & Stars the newest boutique gym concept from HealthCity

Challenge

The challenge for HealthCity was to reposition their image through online communication and launch their new, boutique-style, fitness concept Saints & Stars. HealthCity had a lot of unused client data available and the processing of all this data to make it usable for building one-on-one campaigns constituted a significant challenge.

Solution

Repositioning HealthCity and launching Saints & Stars meant having to take a critical look at the technology. Before exploiting the benefits of Marketing Cloud and Service Cloud, HealthCity used only an email-marketing tool and occasionally some online marketing campaigns and out-of-home advertising. In order to use all the available data, HealthCity created five personas. Then, based on the types of clients characterised by these personas, they launched different campaigns using different, location-based content.

Results

HealthCity has now migrated from generic, one-way communication to personalised one-on-one communication. They can now offer clients specific, location-based content; depending on which gym they work out in. This includes up-to-date information about the club, the schedule, and even the trainers.

“In addition to providing Salesforce tools training, Emark has demonstrated that they truly understand the nature of our business and they always promptly support the best solutions and improvements.”

Tamara Oppedijk, CMO at HealthCity

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