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Dana Stanley
Greenbook’s Chief Revenue Officer
Categories
April 5, 2019
Transforming a Lifestyle Brand
Isobar Marketing Intelligence case study on increasing engagement of senior citizens for exercise company SilverSneakers.
by Deb Boyda
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Editor’s Note: Every year, participants in the GreenBook Research Industry Trends (GRIT) Report survey vote for the most innovative companies in market research. In Insights That Work, these top companies share the real-life challenges and solutions of their biggest clients.
Challenge
Empower seniors to stay active and fit.
Tivity Health wanted to increase new enrollments, increase member engagement and member advocacy for their SilverSneakers fitness program. With 13.5 million Americans eligible for the program, it was vital for Tivity to not only understand their target segments but also where, and how to reach them at crucial touchpoints.
Solution
Transforming a lifestyle brand for active older adults. Isobar identified six different senior age segments and three of them presented the greatest growth opportunity. Algorithms were built to identify segments in key databases, such as Facebook.
Neuroscience-based research identified the underlying motivations which drive participation in fitness programs. The idea was to leverage the ethos around the motive force of empowerment and the fundamental belief that “you can do it!”
The Isobar team developed the creative campaigns and tested the content using our proprietary MindSight tool, and biometrics analysis, to maximize engagement and optimize message delivery.
All SilverSneakers communications, as well as the website, were redesigned for a true omnichannel campaign. Algorithms were applied to key databases to identify key targets and focus communications on them.
Outcome
- 84% Improvement in lead quality – measured as eligibility YOY – through optimized audience discovery & media personalization.
- 70+ Data signals, collected across 7 different sources, driving omnichannel personalization and intelligently sequenced messaging.
- 60% Reduction in cost per acquisition as segments were refined and activation reduced wasteful media spend and improved member participation.
- After 12 months on the new campaign, the number of enrollees doubled.
Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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