Case Study

Curves

Curves is the largest women’s fitness franchise network in the world — for over five years NOUS has partnered with the Australia & New Zealand arm of this global brand. Curves has never been like other gyms — pioneering the 30 minute workout to strengthen women inside and out, and empowering women through a strong sense of community in their unique clubs. NOUS has mapped out strategy and developed tactics to leverage Curves' unique position in a fiercely competitive market. By celebrating the differences we’ve helped to clearly articulate why women should choose Curves. Our work with Curves also directly involves the individual franchisees — ensuring everyone is on the same page for the optimum outcome. Happy, healthy women who are part of growing, inclusive communities — Curves works.

The NOUS solution

Let’s get digital …

In 2012, when NOUS first started working with Curves, the media landscape was quite different — TV, press and print were the ‘go-to’ channels to activate appointments. Things have shifted dramatically since and NOUS has led the way, moving Curves confidently into the digital world.

First move was the complete recreation of the Curves AU/NZ website and online booking experience. Fully responsive and completely integrated with the Curves proprietary OS, every individually franchised club now receives appointments directly into their online diary. Seamless. Marketing automation emails are triggered to encourage and prompt them to not miss their appointment.

Perform, connect, engage. Repeat.

Search Engine Optimisation (SEO) plays a vital role in the mix as does performance media such as Google Pay Per Click (PPC) and Facebook. A sense of community is critical to Curves members’ experience and the powerful use of social channels reflects this. NOUS works closely with Curves, creating and producing content that engages and involves, retaining current members and attracting new ones. Add to that specially created training modules for franchisees — keeping everyone on-brand and focused on the endgame.

When you have the floor, say something that matters!

Using all these channels is great, but worthless unless your strategy is spot on. We work very closely with Curves’ marketing and operations team to keep their marketing on-brand and on-target. Curves is international, so it’s vital to generate relevant, regional content. NOUS produces local creative with local talent that tells real stories that resonate, engage and sell.

A better, stronger, happier client.

The NOUS solution is working for Curves — for example just in the past 12 months, average click through rates for PPC have increased by 6%, which may not sound like much, but add to that a 37% decrease in the cost per conversion — and we’re talking significant numbers! More members for less expenditure, gotta be happy with that.

NOUS are not our advertising agency, they are so much more than that. They are our business partner. The talented team at NOUS have a strong understanding of our brand and since partnering with Curves in 2010, they have worked closely with us to develop a solid strategy for our position in the women’s health and fitness category. It’s inspiring to work alongside such an energetic and intelligent group of people.. If you are seeking MORE than just an advertising agency, NOUS is for you.

Jacqui Bialocki, Curves Australia and New Zealand