65+ Campaign

Sale Leisure Centre & move Altrincham

Analysis

26,321
Meta views · 6 organic posts
18.6%
were aged 65+ (4,890)
33.9%
of Facebook views were 65+
3.9%
of Instagram views were 65+

What the data supports

  • Facebook reaches this audience far more than Instagram: 33.9% of Facebook views were 65+, against 3.9% on Instagram.
  • One post did most of the work: the move Urmston reel drove 73% of all 65+ reach (3,556 of 4,890). Worth understanding why before assuming it repeats.
  • The two target sites barely featured, under 500 65+ views between them.

What it cannot tell us

  • Views only, no conversions. There is no enquiry, join or cost data, so no membership can be tied to a post.
  • Reach is not proof. On reach alone, Facebook views could still be a vanity metric until conversions are tracked.
  • No data on the print channels the brief lists: flyers, posters and banners.

Site Split

SALE · target 50
  • One of Trafford's largest centres in Sale town centre
  • A well-known brand people already trust
ALTRINCHAM · target 100
  • Reopened Aug 2025 after a £20m rebuild: new pools, fitness suite and the Cove Spa
  • Rebranded with an abundance of positive reasons to re-engage

Audiences

1 · Already active 65+

  • Already value health and fitness
  • More receptive because they're already active
  • Need to know what's available locally and why it suits them

2 · Lapsed

  • Were active before and stopped, for any number of reasons
  • "No joining fee, cancel anytime" speaks to the hesitation about restarting

3 · Pay-as-you-go users

  • Already using the centres but not on a membership
  • Known to us and already through the door, so the closest to converting
  • The 65+ membership may work out better value than paying per visit

4 · Health referrals

  • Referred in by a GP or physio

5 · New to the centres

  • Haven't used Trafford Leisure or move before
  • May not know what's on offer or whether it suits them

6 · Family who influence the join

  • Adult children who help a parent find activities
  • On socials, comfortable with mordern tech i.e. QR codes

The Plan

A richer offer to lead with

Alison
40+ years teaching · Trafford Leisure
Cardiac rehab and Tai Chi for arthritis, adapted for heart, knee, hip and menopause.
Liam
Exercise referral specialist · Sale
Keep-moving classes Tuesday and Thursday at Sale, with chair-based options.
Nicola
Classes across Trafford Leisure
Dance, lower-body strength, aqua and chair-based, on a seated-to-standing pathway.
Jackie
20+ years teaching yoga · Trafford Leisure
Yoga for balance, breathing and coordination. "Don't be put off by the word yoga."

The message

Lead benefits

  1. No joining fee, £32 a month, cancel anytime. Removes the financial risk of committing on a fixed income.
  2. Access any time of day. A quiet-times message lands well with this audience.
  3. Classes including low impact. Reassurance that you don't need to be athletic.
  4. A tailored programme. Someone shows you what to do.
  5. Access to all centres, including move. Good value, and it bridges both brands.

A natural next step for the content

  1. What a first visit looks like: where the gym is, parking, who greets you, the induction.
  2. Which class suits you, mapped to the seated, standing and aqua pathway.
  3. How to book and who to ask for, ideally a named person rather than "contact us."

Channels

ChannelSale · 50move Altrincham · 100
EmailAssuming data segmentation by attributes is avail - if not, general offer push to mailing list with various tiers i.e. 65+, move well.
In-centreClear signage, briefed staff and a short guided walk-round. A "Speak to [name] / ask for [name]" identifier on every asset gives people a memorable way to enquire in person, and gives us a tally of walk-in interest the digital channels can't track.
PartnershipsNHS social prescribing (Altrincham Healthcare Alliance and Sale PCN link workers refer older people into activity), Age UK Salford and Trafford, and Trafford libraries in Sale and Altrincham that already host older-adult sessions.
Paid socialFacebook, local radius, 65+ - older members join their nearest centre, so spend stays close to each site.
WebsiteAlign so every other channel has somewhere to send people.
Print & outdoorFlyers, posters and banners already exist. Adding a unique code to each and distributing beyond the centres would let us measure what they bring in.
OrganicBenefit posts and instructor reels, local Facebook groups+ facilities and refurb angle.
PRA member story, an instructor feature, stand out facility pieces pitched to local press and the Council press office.+ facilities and refurb angle.

The budget

Phase 1 · Weeks 1–4 · £600

  • £200 Sale, £400 Altrincham, the 1:2 split mirrors the 50 and 100 targets
  • Paid Facebook leads, alongside print and in-centre assets that already exist
  • Gather conversion signal per site and ad

Phase 2 · Weeks 5–8 · £400 reserve

  • 40% held back, not committed up front
  • Allocated at the week 4 review, weighted to whichever site and channel is converting
  • Released earlier than week 4 if the signal is already clear

Reasoning

Altrincham carries more, double the target and a less established centre, so it needs more paid reach. Sale leans on established brand, so paid stretches further there.

On ROI

£32/pm = £384 a year. Both targets retained annualise to roughly £57,600. Holding 40% back means any case to invest more is made at week 4 on conversion data, not guessed up front.

Assets

1
Catch attention
Lead with the instructor reels. That style carried the 65+ reach last time, and a familiar face saying "this is for you" earns the first look.
2
Build reassurance
Follow with benefit posts that answer the quiet worry: low impact, any ability, no joining fee, someone to show you what to do.
3
Show how it works
Use the app, socials and website to answer the practical steps, your first visit guide, how to book, get started, so joining feels simple rather than technical.
4
Make the ask easy
Every asset ends the same way: a phone number, web address and a person to ask for, not only a QR code.

The eight-week plan

PhaseWhat goes live
Pre Launch
Setup		UTMs and trackable links built · landing pages live · "how did you hear" added at join · baseline recorded
Wk 1–2
Launch		Instructor reels lead · paid Facebook live, both sites · banners, posters and coded print out · PR issued · A/B tests running
Wk 3–4
Reassure		Benefit posts in sequence · "Your first visit" content · email funnel begins · week 4 review, reserve released · paid optimised on early data
Wk 5–6
Enable		App-tutorial and "how to book" content · best-performing posts scaled · partner and referral channels activated · paid weighted to what's converting
Wk 7–8
Convert & report		Final conversion push on the top channel · retargeting anyone who engaged · end-of-campaign reporting, cost per join per site vs target

The email funnel

SendContent
Wk 1
Announce		The offer, plainly: £32, no joining fee, cancel anytime, any-time access. One clear link, a phone number and the "Ask for [name]" on arrival.
Wk 2
Meet the team		Alison, Jackie, Liam and Nicola written up so it reads without pressing play, reels embedded for those who want them.
Wk 3
A start for everyone		Nicola's ability pathway in words: seated, chair-supported, standing, low-impact, aqua, then tailored.
Wk 4
Your first visit		The "Your first visit" guide as an email: where to go, parking, who greets you, the induction.
Wk 5–6
How to join		The app tutorial written as a simple numbered guide, plus the phone and in-person route for anyone who prefers it.
Wk 7–8
Convert		A nudge to anyone who showed interest, a member story for proof, one clear call to action with the phone number first.
Part Two

Reporting & evaluation

Set up tracking before launch

1 · UTM tagging

Every link tagged by channel, campaign & site.

2 · Source at join

"How did you hear?" optional at payment, prevent drop off/friction.

3 · Membership export

New 65+ joins by site & date, plus cancellations.

4 · Baseline join rate

Normal monthly 65+ joins before launch - YTD/Seasonal/etc.

5 · Enquiry log

Phone & reception, not just online forms.

A funnel, measured per site

Reach
65+ reach and frequency
by site, by channel
Interest
Landing-page visits, phone & reception enquiries
by site, by source
Consideration
Taster & tour bookings, attendance rate
by site
Conversion
New 65+ memberships
Sale vs 50 · Alt vs 100
Value
Retained at three months
by site

Reporting

Weekly one-pager

  • Joins vs target per site
  • Cost per join
  • Ad spend and paid performance by platform
  • Enquiries and taster bookings
  • Traffic-light status

Week 4 review

  • Which site and channel is converting
  • Spend pacing and A/B results
  • The call on where the £400 reserve goes

End of campaign

  • Target vs actual per site
  • Cost per join and per retained member
  • Total ad spend and return
  • What to repeat or cut
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