Case Studies, Franchise Development

iluma Agency’s Comprehensive Marketing Campaign Leads Massage Envy’s South Florida Regional Co-Op to Growth and Success

The client 

Massage Envy is the first and largest massage and spa franchise in the market, with more than 1,000 locations and 1.5 million members nationally.

A distinct challenge and opportunity

Massage Envy’s individual franchise locations are grouped into regional co-ops. Spanning a large geographical area with diverse target client demographics, Massage Envy South Florida needed to provide their spa owners with individually focused marketing and increase return on regional marketing to justify pooled spend. National campaigns, branding, and promotions would also have to be adhered to, leveraged, and maximized at the local level. But with South Florida locations as far south as Homestead and as far north as Jupiter, even differences in culture and language would need to be considered. At the same time, new spa franchises entering the South Florida market were adding fierce competition, siphoning away ideal members and employees, especially as negative reviews and comments about Massage Envy’s membership pricing began to surface.

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