Expertise
• Research & Diagnostics
• Brand Strategy
• Copywriting
• UX / UI Design
• Website Development
• Brand Messaging
• Copywriting
• Photography
After winning several categories at the Business Awards, RAD Centre decided the time was right to review their online presence. They turned to Brandstormer to help identify key differentiators, clearly explain the service offering, and to ensure that when potential customers arrived at their website they understood the RAD value proposition.
Industry research revealed a competitive industry with global franchises flooding the market. To compete, we had to find a chink in their armour and identify key differentiators. The one thing that stood out with the franchises was the one-size-fits-all approach. Everyone turns up and does the same program.
The RAD service offering was based around individual training programs designed for each athlete. These programs were highly customisable depending on an athletes sport, stage of training and current fitness level. It was determined that this would serve as a main theme throughout messaging. But we needed more.
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Gyms typically list the features of memberships. Whilst this is important, we wanted to communicate the ‘benefits’ of becoming a member at RAD. Right from the start we sensed there was something special about the place. Our job was to discover it.
To do so we identified 12 existing members that represented ideal customers, and developed carefully constructed surveys to find out exactly what they valued as a member of RAD. The responses revealed what we were looking for. It was the people and the culture that people valued the most.
Members wanted the individual programs and coaches who cared. But at RAD it was so much more than just a gym and workouts. The younger demographic in particular had a deep 'need to belong' and RAD offered exactly that.
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Paying close attention to the survey results, Brandstormer developed copy that spoke the language of existing members. Headlines such as ‘Structured Training designed for your needs’ were complemented with more personable variations such as ‘A welcoming team environment where you belong’.
A range of member testimonials were also developed from the surveys that highlighted ‘friendships’, ‘improved mental health’, ‘supportive environment’ and ‘more than a gym’. The testimonials gave viewers social proof and revealed an authenticity engaged potential customers on a deeper level than what a list of features and services could ever do.
Creative execution also included high-quality photography of actual members, copywriting with a focus on benefits, effective communication of services and membership options that were easy to understand.
There are many gyms that can help members bulk up or get cardio fit. But few who can offer a culture where people want to come to the gym because they feel like they truly belong to something special. A place where there's 0% initimdation and 100% support. Where you can make friends and get fitter and stronger at the same time, whilst increasing your confidence and mental health.
By truly differentiating the RAD offering, potential customers now have a clear understanding that RAD is a gym that delivers far more value than anyone else in the areas that truly matter.
With a new website that communicates this and a Google Ads campaign to attract customers to the website, RAD has seen a significant increase in both membership enquiries and sign-ups.
Also, RAD now truly understands what they are great at in areas that customers actually care about. With this critical knowledge they can plan more effectively and make more informed strategic decisions to drive the business forward in the right direction.
www.radcentre.com.au
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“We engaged Brandstormer to rebuild our online presence. They always made sure we were happy with the progress and were very open to feedback on any modifications we wanted. We are extremely happy with the results and would highly recommend them”
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