March Member Mania

In March 2024, KidStrong launched its first-ever full member engagement campaign across a 108-center franchise network. "March Member Mania" energized members through weekly challenges designed to boost retention, foster community, and increase revenue per center. Centers competed in a bracket-style tournament, with challenges ranging from increasing class utilization to generating referral leads and Google reviews. The top four centers won funding for member engagement events and equipment, making this campaign a dynamic blend of community building and strategic growth.

Audience

KidStrong Members

Year

Role/Services

Creative Direction Art Direction Campaign Strategy Multichannel Campaign Execution

The Ask

‍Create a nationwide member engagement campaign for KidStrong’s 108-center franchise network to improve retention, foster a stronger sense of community, and drive revenue growth during the spring season.

The Problem‍

With retention being a key challenge across the franchise, KidStrong needed a way to energize members and keep them engaged with their local centers. At the same time, the network sought to amplify its growth potential by generating leads, increasing enrollments, and creating a deeper connection between members and their community.

The Solution

‍"March Member Mania" was designed as a month-long, bracket-style competition where KidStrong centers competed head-to-head in weekly challenges tied to business objectives. Challenges included increasing class utilization, enrolling members in KidStrong Camp, generating referral leads, and collecting Google reviews. The championship round was decided by which center achieved the most new memberships in March. To motivate participation, the top four centers received $2,000 in prizes, including funding for member engagement events and equipment upgrades. This campaign included email marketing, SMS, push notifications, and in-center marketing.

The Impact

‍March Member Mania delivered impressive results, increasing engagement and growth across the network:

Week 1: Class Utilization: Centers achieved nearly 50% average capacity, registering over 500 kids in just one week.
Week 2: Referral Leads: Centers generated a total of 119 referral leads, averaging a strong 6.75 leads per center—a significant boost in new prospects.
Week 3: Camp Enrollments: The campaign drove over 8 new camp enrollments per center, with 32 enrollments across the network, creating momentum for future programs.
Week 4: Google Reviews: Member enthusiasm led to a wave of positive feedback, with 3,938 Google reviews across the network, strengthening each center’s online presence.
Month of March: Membership Growth: The campaign delivered a 1.14% net membership gain, adding 61 new members—a testament to the power of engagement to drive growth.

"March Member Mania" turned engagement into impact, creating excitement among members and achieving tangible business results, while setting the stage for future campaigns to elevate retention and revenue.

‍