TWENTY TWO MARKETING
TWENTY TWO MARKETING
Elevating Clip ‘n Climb’s Success with Strategic Marketing
Client:
Clip ‘n Climb is the leader and creator of fun climbing with over 360 centres across the globe.
The need:
Clip ‘n Climb operates a franchise model within the UK which has doubled since 2022 and continues to grow at an impressive rate. Whilst they provided marketing support for their franchisees, at the time they did not have the expertise in-house to ensure the approach was strategic and with measurable results.
The work:
Twenty Two Marketing held a full day marketing session with key people from Clip ‘n Climb to delve into:
• Competitor research
• SWOT analysis
• Key, profitable service areas
• Target market
• Current marketing support
• Franchisee feedback
• Touch points
• Business objectives
• Marketing Strategy
Twenty Two Marketing then created a marketing strategy to help achieve each of the individual business objectives, and from that, a comprehensive marketing plan detailing the marketing channels, timings and people responsible for individual tasks in order to deliver the strategy on time and to budget.
Since November 2022, Twenty Two Marketing has been working alongside Clip ‘n Climb’s in house designer to write and deliver a seasonal, corporate, quarterly content plan on the franchisees behalf which includes:
• Promotions and offers
• Additional in centre activities such as competitions and egg hunts
• Social assets
• A new monthly emailshot tailored to each centres promotions and activities to drive traffic and bookings
• Articles written and added to the main website directing traffic to the franchisees
• Marketing materials such as leaflets, posters, TV screens and entry forms
In addition, Twenty Two Marketing, along with Clip ‘n Climb’s franchise account manager now hold quarterly meetings with each franchisee to review KPIs, feedback on campaigns, gather insight, and see where additional marketing support is required, with content plans and marketing materials created to help them reach their goals.
The outcome:
The marketing activity has helped to increase sales, with the original franchise seeing an increase in revenue of 11.51% from November 2022 to January 2023 when compared to the same time frame the previous year, and a further increase of 17.33% for November 2023 to January 2024.
Due to the timings of the centre openings data is restricted, however comparing July to October 2022 for all the franchises, a period prior to working with Twenty Two Marketing, to July to October 2023, revenue overall has increased by 7% and climber numbers by 6%.
Equally as important as giving structure and strategy to the corporate marketing support, increasing revenue for franchisees and the franchisor, and providing consistent and clear marketing messages to each centre’s target audience, it has also given the sales team a valuable selling point when speaking to prospects.
"In Cheryl we have found someone who can not only deliver top level strategy, asking questions to really get us thinking how to move our business forward, but also someone who does the detail too. Cheryl has a great way of asking the important questions that really help us to take a step back and look at our business with fresh eyes. But at the same time, she doesn’t get lost in the strategy, she comes back with a clear way to deliver on the strategy and has become the safe pair of hands we’d been looking for."
MIKE DAWE
Managing Director, Clip ‘n Climb
TESTIMONIALS
What clients say...
“I transfer my knowledge of the industry and our service and products to you, and you turn my waffle into nuggets of marketing gold!”
Danny Hodgson, Commercial Manager
CLIP 'N CLIMB