Pure Barre

The setup

Reimagining digital success for a fitness powerhouse

When Pure Barre—a category-leading studio fitness brand with over 500 franchise locations nationwide—approached Envisionit, they were on the cusp of a major marketing transformation.

Following a recent acquisition, the organization was overhauling its marketing infrastructure, including the development of a new website to streamline lead management and enhance conversion paths.

Pure Barre needed a fresh perspective to evolve its paid and organic digital strategies. The challenge? Maintaining stellar local performance in highly competitive markets while executing at a national scale. With franchise-level nuances and a category fraught with retention and loyalty hurdles, Pure Barre turned to Envisionit to deliver innovative, results-driven solutions.

The solution

Foundation, optimization, and agility as a strategy for success

Envisionit crafted a multi-phase digital strategy that addressed Pure Barre’s challenges head-on. Starting with foundational SEO, we embedded ourselves into the website development process led by a third party. By conducting an in-depth analysis of the search landscape, we provided recommendations to optimize site architecture, technical performance, and mobile usability while tailoring content strategies to maintain local market visibility.

Once the foundation was set, we shifted focus to the lower funnel, leveraging paid digital strategies to drive leads while maintaining a cost-per-acquisition (CPA) significantly below target. Our approach balanced corporate-level lead generation with franchise-level co-op marketing efforts, ensuring investment efficiency without internal competition.

Our team was even able to pivot with agility during the pandemic, leading Pure Barre through a strategic shift to promote gift cards and a new Live Streaming product to address and thrive within an unprecedented and unstable market.

The strategy

Precision targeting and proactive adaptation

Our strategic approach revolved around maximizing Pure Barre’s investment in paid and organic channels:

SEO for a solid foundation

Partnered during website development to integrate technical, architectural, and mobile
Prevented local market performance drops through targeted recommendations.

Paid search for active intent

Developed a search program targeting high-intent brand and category seekers, emphasizing local geo opportunities.
Aligned targeting strategies to capture demand while avoiding overlap with franchise-level efforts.

Paid social and retargeting

Leveraged CRM data to create a prospecting program focused on free trial offers, employing lookalike audiences and tailored ad creatives.
Balanced seasonal budget fluctuations to align with demand trends.

Adaptability During COVID-19

Paused national scaling efforts and redirected focus to promote gift cards and live streaming.
Maintained momentum by achieving a 35% month-over-month increase in conversions despite a 60% budget cut.

The results

Lower costs and higher conversions for sustainable growth

The results spoke volumes about the success of our approach:

Achieved an average CPA 35% below the target, delivering consistent efficiency.
Navigated pandemic disruptions with agility, driving a 35% MoM increase in conversions during a 60% budget reduction.
Positioned Pure Barre for long-term growth with strategic investments in lead generation, audience engagement, and scalability.

Even in the face of significant unexpected challenges, Envisionit provided the steady guidance and innovative solutions Pure Barre needed to thrive.