CASE STUDY / 24 FIT CIC
Turn disconnected marketing
into measurable growth
How strategic audience segmentation and behavioural insight helped drive 70+ class bookings in just 48 hours.
70+
bookings in 48 hours
70+
Bookings in
48 hours
Open rate
3.76%
Click-to-open
3
Audience segments identified
42.2%
THE CHALLENGE
Activity without clarity
24 FIT CIC was marketing consistently - but couldn't clearly see what was driving attendance.
They had hit a ceiling. With no clear link between audience behaviour and their messaging, they faced wasted effort and audience fatigue.
The initial assumption was to simply do more—send more emails, promote more classes, and launch more campaigns. But my early review suggested a deeper issue. Their activity was not aligned to audience behaviour or lifecycle stage. Doing more is rarely the answer when your foundation is disconnected.
01
No visibility
What was actually driving bookings wasn't clear
02
More activity, better results
The instinct was to send more campaigns.
03
Audience fatigue
Repeated messaging risked disengagement.
THE STRATEGIC SHIFT
The answer wasn't to do more.
It was to get more relevant.
I helped 24 Fit CIC align audience behaviour, messaging and channels around a clearer objective.
1
2
3
Segmentation
Analysis
Simplify
Understand the audience
Connect behaviour to outcomes
Focus the communications
Doing more is rarely the answer when the foundation is disconnected.
The opportunity was to understand the audience first - and then make the marketing work harder.
70+ bookings
in 48 hours
42.2%
open rate
3.76% click-to-open rate
THE RESULT
70+ bookings in 48 hours
Targeted messaging drove immediate action
Beyond the immediate response, the campaign established a more repeatable approach to audience segmentation and targeted communication.
Relevant messaging improved engagement
BEFORE
Disconnected activity
-
Multiple campaigns
-
Limited audience differentiation
-
Unclear relationship between engagement and attendance
-
Risk of over-complication
AFTER
Strategic alignment
-
Audience segmentation
-
Behaviour-led insight
-
Targeted messaging
-
Clearer route from engagement to attendance
Want results like this in your business?
Let's identify what's working, what's not, and where there's an opportunity to make your marketing more effective
Strategic thinking. Hands-on marketing.
With 8+ years of experience, I help organisations move from scattered activity to structured, measurable growth—combining strategic clarity with hands-on execution.
Your marketing is busy.
Your results aren't clear.
Let's introduce some clarity
