Since 2014, Broccoli has worked with Everyone Active to develop promotional and media campaigns to drive swimming lesson sales. This has taken many forms, from prize draws to win Forest Holidays breaks or luxury family trips to Lapland, to free family days out at popular attractions such as Sea Life or Warwick Castle.
In 2019 we were asked to further develop proposals so that the campaign provided ‘something for everyone’ on the swimming lesson scheme, thus not only incentivising purchase but also assisting with retaining existing customers. We proposed offering a free 6-month subscription to ‘Kids Pass’, the UK’s Number 1 family savings membership club. This was trialled in one region in 2020 to great success and as a result has since run across all of Everyone Active’s swimming sites throughout both 2021 and 2022. With each campaign we evolve and enhance the offering and the promotion provides a high value customer reward at a low cost per redemption. It is also a way for Everyone Active to give something back to their customers, especially with the ever-increasing cost of living.
To date, redemption rates for the campaigns have been over 20% and the current campaign is looking set to perform even better!
“Working with the team at Broccoli Marketing is always a great experience. They always put themselves in the perfect position to understand the brand and objectives of every project and provide fantastic insight and consultancy on all aspects of a project. Their ability to drive key messaging and promotions, in unique and exciting ways, combined with exceptional project management and creative guidance is always second to none. Finally, their ethical approach to collaborative working is a real asset to work alongside.”
– Paul Reeves, Regional Sales and Business Manager, Everyone Active
