David Lloyd Leisure is the United Kingdom's leading health and fitness club brand. David Lloyd Leisure operates 60 health and fitness clubs across the UK&Ireland and is now expanding into continental Europe. David Lloyd Leisure is part of the Whitbread Group, a £1.8billion hospitality company quoted on the London Stock Exchange.
Each David Lloyd Leisure club has its own sales manager, responsible for local marketing and sales activity. Local marketing activity includes the production of posters, brochures, class timetables and direct mail pieces. David Lloyd Leisure's corporate marketing team realised that local sales managers were spending considerable time managing local marketing activities, rather than focusing on their core role of selling club memberships. In addition, the local production invariably led to design variations that diluted the strong brand image values of David Lloyd Leisure. Finally, the lack of visibility and control of local marketing processes meant that production costs were high, there were no economies of scale and marketing spend was not tracked accurately.
David Lloyd Leisure required a way to solve these problems and return the sales managers to their core sales roles.
David Lloyd Leisure approached Mtivity and, following a full review of their requirements, Mtivity was chosen to provide a company-wide collateral management and marketing workflow solution. In particular, David Lloyd Leisure wanted to use Mtivity's marketing template functions, which enable marketing collateral to be customised online by local users, but within design rules set by the central marketing team. Mtivity worked closely with David Lloyd Leisure's head office and their creative agency to create an online catalogue of marketing assets. The catalogue was then published to the sales managers in each of the clubs.
To improve control over marketing production costs, David Lloyd Leisure has established a national purchasing agreement with franchised print provider, Kall Kwik. Kall Kwik's prices are loaded into Mtivity so that sales managers now purchase print from a standard price list. Mtivity enhanced the catalogue order process so that sales managers are able to select specific Kall Kwik outlets. Sales managers are able to select their preferred supplier without detriment to the production costs.