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187 Student Memberships Added with “Train Harder” Back-to-Campus Mailer
The Challenge
FitFusion needed to drive new student memberships during the back-to-school season. Previous social-only campaigns delivered interest, but conversions lagged — especially with younger audiences hesitant to commit. They needed a way to connect fast and make sign-up frictionless.
The Strategy
OMNI reach launched a direct mail campaign just before fall semester, offering a no-enrollment, month-to-month membership exclusively for students. Postcards were targeted to dorm addresses, campus apartments, and verified 18–24-year-old renters near campus. Each card included a QR code to claim the student offer, backed by matching Google and Facebook ads showing active, diverse gymgoers. The messaging focused on affordability, flexibility, and community.
The Results
9,800 postcards went out. The campaign generated 239 QR redemptions and 187 new student memberships, delivering $63,450 in revenue and an ROI of 1,227%. Most students upgraded to multi-month plans or referred at least one friend during their trial period.
Key Takeaways
The combination of no sign-up fee + flexible plans resonated with students
OMNI reach targeting ensured high-density campus delivery and follow-up
Bright, social design increased trust and reduced sign-up hesitation
QR code bookings removed enrollment bottlenecks and boosted conversions
Customer Reviews
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