CASE STUDIES
mixMATCH ENTERTAINMENT | Live Concert | Promotion | Media
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Century Sports & Day Spa
CLIENT: Century Sports & Day Spa
PROJECT: Image / Branding
THE CHALLENGE
To increase membership and day usage of Century Sports Club & Day Spa.
THE STRATEGY
Century Sports Club & Day Spa, had a strong brand image within the Korean consumers within the 5 mile radius of the facility and membership in the club was 90% Korean. There were more than 6 other Korean health spas within the 5 mile radius which also targeted only Korean customers. Century Sports Club & Day Spa is adjacent to the Larchmont, Downtown, and Hollywood area. Our strategy was to increase the awareness of the facility to non-Korean residents in the area. Advertising in the Larchmont Chronicle, LA Weekly, and Los Angeles Magazine, while creating PR pieces in the general media, we were able to expand the diversity of membership.
THE RESULTS
10% increase in membership in the first year of marketing execution, but the collateral advantage was increased in the spa services (i.e. the massage service) which generates greater profit for the facility. Currently, client makeup of the Century Sports Club & Day Spa is 70% Korean and 30% non-Korean.