Goodway Group, the digital partner advertisers trust to deliver campaign performance and media efficiency, has expanded its Digital Agency of Record partnership with Self Esteem Brands. The growing relationship builds on Goodway Group’s success with Self Esteem Brands’ Anytime Fitness and Waxing the City. Self Esteem Brands is now bringing on Goodway Group - a recognized leader in multi-location and digital marketing - to manage local marketing efforts for franchisee owners of The Bar Method and Basecamp Fitness.
Self Esteem Brands chose Goodway Group for its deep expertise in the multi-location space as well as its proven knowledge to successfully strategize and execute on local and national campaigns. Goodway Group’s holistic approach to digital media strategy - which includes multiple channels such as Search, Social, Programmatic Display, Video, Advanced TV, Audio, Broadcast TV - along with previously demonstrated success in the areas of performance and service through innovative methods secured Goodway Group the local marketing business for all four Self Esteem Brands: Anytime Fitness, Waxing the City, Basecamp Fitness and The Bar Method. The partnership is focused on growing brand awareness and driving new customer acquisition in the US. Internationally, Goodway Group will support Self Esteem Brands via its U.K.-based sister company CvE, with a specialty in global consultative services, to drive franchise development efforts to acquire master franchisees and introduce the fitness brands to new regions.
“Throughout our relationship, Goodway Group has been an invaluable resource. Using their deep understanding of the complexities of franchise marketing they’ve supported our corporate marketing team and thousands of franchisees from strategic guidance to media execution and optimization,” said April Anslinger, Global Chief Marketing Officer at Self Esteem Brands, LLC. “They continued to be a strong partner to us during the pandemic, offering transparency and trust, and demonstrating their value through deep insights and innovative, forward-thinking marketing guidance. We are happy to enter into this new phase of our partnership, and capitalize on the energy of consumers, who are more fitness-minded than ever before.”
In addition to media buying services, Goodway Group is providing data and analytics capabilities. Its custom-built tech stack offers access to award-winning dashboards that demonstrate campaign performance at the franchisee level. Layered in with machine learning and proprietary algorithms, the Realvalue® suite of algorithms optimize campaign performance to create maximum efficiency with more marketing investment going directly to working media. Goodway Group’s award winning tech stack also provides insights that uncover cross-channel analytics that lead to further campaign effectiveness and efficiencies.
“We are honored to engage with Self Esteem brands as their Digital Agency of Record for Anytime Fitness and Wax in the City brands and guide their business to new heights,” said Jay Friedman, President at Goodway Group. “Our multi-location experience is a perfect fit for their needs. We have the right team, technology and strategic understanding of both franchisee and brand needs at the corporate level to create digital strategy and execute campaign management that moves customer acquisition and franchisee growth. Two important factors that directly tie to revenue.”
Goodway Group’s previous work with Anytime Fitness has been recognized for several awards including The Drum’s Digital Advertising Awards US 2020 for Most Effective Programmatic Media Partnership, as well as a Finalist in the AdExchanger Awards 2020 for Best Programmatic Capabilities by an Agency and New Membership Campaign.
Goodway Group worked with Anytime Fitness for their 2021 New Year’s campaign to bring new members to their gyms. From late December through the end of January, Goodway executed a lead generation campaign by boosting the company’s share of voice (SOV) and creating actionable data through paid social and search as well as cross-device display and connected TV. This allowed Goodway to identify potential prospects, optimize retargeting and use forecasting models to modify their ad spend week to week based on current targets within the pipeline. The campaign surpassed its lead generation goal and attracted 127% of its new member goal.
Goodway worked with Self Esteem Brands on a number of other campaigns as well, including a boost in digital awareness for the Anytime Fitness brand, which resulted in an 11.7% lift in awareness.
About Goodway Group
Goodway Group is the digital partner advertisers trust to drive campaign performance and media efficiency. Proud to be completely independently owned and operated, Goodway provides trustworthy expertise that meets its clients' needs – and no one else's. Using predictive intelligence, Goodway helps advertisers get the most value out of every impression across all paid digital media. Through the combination of employing the smartest technology and the most experienced people in the industry, Goodway delivers authentic results. Find Goodway Group online at goodwaygroup.com.
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