East Ayrshire Leisure is a community sport and culture charity that manages the majority of sport and cultural venues and services in East Ayrshire. Like all charitable trusts, the funding they receive from their local authority is being cut and they need to maximise income from chargeable products and services, fitness membership being their core income generator.
Developing an intuitive understanding of customer segments is the starting point for better meeting customer needs. The Marketing and Sport Teams participated in a session to help them segment the fitness membership customer-base. Once segmented, the Marketing Team can tailor their communications activities for improved sales lead generation, and the Sport Team can build relationships to retain
A bespoke training programme was developed for the Marketing and Sport Teams of East Ayrshire Leisure. The session was delivered over one-day to minimise time off-site. In addition to upskilling the team in identifying customer segments via the use of customer profiles, the teams also developed a full suite of user profiles on the day.
The team at East Ayrshire Leisure not only implemented the customer profiles developed during the training session, but subsequently went on to develop customer profiles for other elements of the business too.
“The input we had from McGowan Marketing was extremely useful and very much appreciated. On the back of the report we are now busy launching a new membership product and committing to a host of staff training.”
Chris Murphy, East Ayrshire Leisure