Case Studies, Franchise Development

iluma Agency’s Comprehensive Marketing Campaign Leads Massage Envy’s South Florida Regional Co-Op to Growth and Success

The client 

Massage Envy is the first and largest massage and spa franchise in the market, with more than 1,000 locations and 1.5 million members nationally.

A distinct challenge and opportunity

Massage Envy’s individual franchise locations are grouped into regional co-ops. Spanning a large geographical area with diverse target client demographics, Massage Envy South Florida needed to provide their spa owners with individually focused marketing and increase return on regional marketing to justify pooled spend. National campaigns, branding, and promotions would also have to be adhered to, leveraged, and maximized at the local level. But with South Florida locations as far south as Homestead and as far north as Jupiter, even differences in culture and language would need to be considered. At the same time, new spa franchises entering the South Florida market were adding fierce competition, siphoning away ideal members and employees, especially as negative reviews and comments about Massage Envy’s membership pricing began to surface.

A fully managed solution

iluma Agency devised a comprehensive marketing campaign for Massage Envy South Florida that included digital advertising, social media, online reputation management, PR, email blasts, and broadcast media.

Digital advertising efforts generated brand awareness and promoted national offers at the regional level. At the local spa level, unique ads hyper-targeted qualified leads in their local area.

Social media content development and publishing included on-brand visuals and messages designed to generate engagement and awareness in the greater South Florida market, as well as differentiated posts for each spa. iluma optimized and published spa photos and and other footage on their behalf. Spanish captions were incorporated for select spas to better connect with their target audience. Some posts promoted regional or local staffing needs. Regional social media contests were developed and managed by iluma. Additional training was provided to spa owners and staff to ensure brand consistency and platform optimization.

iluma Agency monitored and managed online reviews, responding professionally and courteously to critical reviews—while providing steady communication to spa staff to help improve operations and follow up directly with members who weren’t satisfied. Online reputation monitoring included Yelp, Google, Facebook, Twitter, and Instagram.

Press releases were drafted and published to promote grand opening events, community partnerships, and specific features or accomplishments of an individual spa. Email blasts for each spa reached members and leads directly to share relevant news and information specific to that location.

Broadcast spots on popular South Florida stations generated interest across the entire region, tying in national offers while also partnering up for additional promotions, like concert ticket giveaways designed to quickly generate high brand visibility and engagement.

Across and throughout all marketing efforts, iluma Agency provided proactive and responsive account management for each individual spa while also securing campaign asset approval at the regional and national levels. iluma attended regional marketing meetings and training events to review campaign performance, share quarterly and yearly goals and plans, discuss competitive analyses, and provide additional training and support. Each spa was given access to iluma’s proprietary LocalLight reporting dashboard, which showed them real-time results of their individual spa’s campaign performance.

The results

iluma Agency developed and executed a successful marketing strategy that increased Massage Envy business and growth at both the local and regional level.

In terms of spa microsites’ traffic and engagement, iluma’s efforts in 2014 resulted in a 245% increase in sessions, 186% increase in users, and 161% increase in page views.

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