The Challenge
Ripe was contracted to act as UFC GYM’s marketing body for their Australian launch. The task was to bring UFC GYM into the Australia market by first generating franchisee interest and then, once there was an appropriate franchise pipeline, developing an effective member acquisition strategy to encourage member sign-ups to each franchise. In short, Ripe’s challenge was to grow brand awareness, attract franchisees, and encourage new member sign-ups.Ripe's Approach
The approach was simple but effective. Ripe developed a brand positioning framework for the Australian market and designed a two-tiered website approach with an intuitive user-experience. Acquisition funnels were created to identify and differentiate between franchisee and membership interest, and digital infrastructure was established.
And… showtime! Ripe launched the brand by leveraging a major UFC event in Australia, creating social conversation to capitalise on the hype generated, and placed the UFC GYM brand in relevant, highly visible channels (search, display, social). We created an ongoing social media campaign highlighting UFC GYM’s competitive advantage through its #TrainDifferent philosophy.
Let's chat
The Challenge
Ripe was contracted to act as UFC GYM’s marketing body for their Australian launch. The task was to bring UFC GYM into the Australia market by first generating franchisee interest and then, once there was an appropriate franchise pipeline, developing an effective member acquisition strategy to encourage member sign-ups to each franchise. In short, Ripe’s challenge was to grow brand awareness, attract franchisees, and encourage new member sign-ups.Ripe's Approach
The approach was simple but effective. Ripe developed a brand positioning framework for the Australian market and designed a two-tiered website approach with an intuitive user-experience. Acquisition funnels were created to identify and differentiate between franchisee and membership interest, and digital infrastructure was established.
And… showtime! Ripe launched the brand by leveraging a major UFC event in Australia, creating social conversation to capitalise on the hype generated, and placed the UFC GYM brand in relevant, highly visible channels (search, display, social). We created an ongoing social media campaign highlighting UFC GYM’s competitive advantage through its #TrainDifferent philosophy.
Let's chat
