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MG Motor UK
Launch campaign for the new MG3 Hybrid+
University of Birmingham•
Boosting engagement and membership sales by revamping digital campaigns and improving cost efficiency.
+15%
Above membership target for the year
210%
Increase in overall campaign reach
-78%
Decrease in average cost per enquiry
Sport & Fitness, a state-of-the-art University of Birmingham facility, offers best-in-class sporting facilities their student, staff and local community members. The £55 million centre encompasses an array of facilities, including Birmingham’s first 50m swimming pool, a large multi-sports arena, six glass-backed squash courts, a 10m climbing wall and five activity studios.
The challenge•
The University of Birmingham's Sports & Fitness centre sought to increase engagement with both the local community and its student body to drive higher membership sales. Their previous marketing efforts had become stagnant, relying heavily on brand terms without effectively reaching new audiences or maximising outreach.
The solution•
M3.agency conducted a thorough audit of the existing Google Ads and Meta accounts, identifying areas for improvement. The team completely rebuilt the advertising strategy, focusing on a full-funnel approach designed to engage local communities.
By integrating new campaign types such as Discovery and PMax, we expanded local reach across maps and Google’s various platforms. This approach not only increased impressions and clicks but also reduced costs, allowing the centre to reach more potential members and significantly boost membership sales.
The M3.agency team have quickly become an important extension of the Sports Marketing department at the University. Our hyper local and targeted PPC campaigns in particular have seen a substantial uplift in both traffic and conversions within a year of working together. This digital success has also impacted wider marketing channels and sales funnels, as well as combining social ads to increase branding and retargeting opportunities. Finally, the team are always on hand to solve and support, alongside new ideas and fresh research and data to drive our strategy further.
