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Project Overview

With the biggest walls, the best amenities, and the most all-inclusive atmosphere, Mesa Rim Climbing Centers are the premier indoor rock climbing gyms in the southwest.

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I was contracted by Mesa Rim's partner agency, The Portside Social Club, to design and manage a cross-channel marketing campaign aimed at increasing leads and signups at their newest San Diego location (North City). The campaign was so successful, scalable, and repeatable that we were hired to roll out similar campaigns in Austin, TX and Reno, NV.

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The Challenge

Word of a new climbing gym spreads quickly amongst climbers in any market. But to scale successfully (and recoup the costs of a custom-built facility), Mesa Rim North City needed to amplify brand awareness and membership signups beyond the climbing marketing. This meant appealing to first-time climbers and turning them into lifelong fans.

 

The Approach

We kicked off the project with a marketing audit and competitive research to evaluate opportunities and propose an attractive offer to serve as the cornerstone of a lead-generation campaign. 

The offer gave new members an additional seven days of free climbing for signing up during a specific window.

The marketing campaign integrated a paid social media campaign (Facebook + Instagram) optimized for generating quality leads for new members. I then developed a custom four-point email funnel and campaign to secure signups.

 

The Outcome
The campaign exceeded expectations and Portside Social was able to roll the campaign over to newly opened gyms in other geos. We also repeated our success with a similar campaigned geared toward family memberships and summer camp registrations.