Background
Shetland Recreational Trust is responsible for eight leisure centres across Shetland. In 2021 trustees approved the introduction of an ambitious membership scheme with the aim of making Shetland “More Active, More Often”. The trust appointed NB Communication to develop a far-reaching multi-channel publicity campaign to raise awareness of the great value MORE4Life scheme.
Challenge
NB was appointed to develop an easy-to-use membership page with sign-up options and information about the MORE4Life and concessionary Access to Leisure schemes, and effectively communicate the benefits of the ambitious and affordable memberships to the Shetland public.
Solution
Our team of digital and media experts worked closely with Shetland Recreational Trust to devise an effective strategy across multiple platforms. NB crafted the content for the MORE4Life landing page, clearly defining the benefits of membership, and encouraging subscriptions via an easy-to-use sign-up system. A communication plan was developed to raise awareness of the new scheme before its launch, and to keep awareness high post-launch with the aim of encouraging new subscriptions. The strategy involved PR, media releases and social media posts, all directing customers to the new landing page.
NB's involvement helped the SRT secure positive coverage of the membership launch in the Shetland media, and the successful campaign saw thousands of members signing up as MORE4Life was launched, helping the SRT reach its membership targets.
