Background:
Curves is a women's fitness center that specializes in the 30-minute workout through circuit training. With over 10,000 locations worldwide, Curves has grown to become the largest fitness franchise in the world, helping an estimated 4 million women reach their fitness and weight loss goals.

Traditionally, the first quarter of the year is the busiest for fitness related businesses as people act on New Year's Resolutions and tackle the inevitable holiday weight gain. Two Curves facilities (Buford and Duluth) in the metro-Atlanta area were looking to take advantage of this cycle through maximizing these membership opportunities.

Strategy:
To effectively drive business into the clubs, three sources of advertising were utilized during the key month of January. Five thousand flyers, outlining the current promotion, were delivered to local area homes. Bandit signs carrying the logo and club phone number were placed in high traffic areas during the weekend. Also, a digital billboard was placed on a major artery within the club's territory, displaying 10 seconds of every minute. The design of the billboard highlighted the club's location, phone number, website and current promotion. Given the flexibility of the digital billboard format, the graphics were changed out several times during the month to maximize the effectiveness of the campaign.

Result:
The one-month billboard/sign/flyer campaign resulted in 100 leads per club within the first 30 days and 150 residual leads during the following months. Web traffic spiked up by 50% as a result of these promotions.

"We were very impressed by the results we saw from our digital billboard campaign. Being a relatively new club, it helped informed the community that a new Curves was in their area, and we saw a sizable membership growth because of it. No other form of advertising has the reach and flexibility we have found with the digital billboard format. Billboards are avenues that would have traditionally been outside of our marketing budget, yet became instantly feasible through the digital format."

Mark Runyon
Franchise Owner