Be Well Wigan

Plenty of choices to suit everyone

Be Well is Wigan Council’s new holistic approach to health and wellbeing. Be Well brings leisure and wellbeing services together under one banner, helping to make an even bigger impact on the health and wellness of residents and customers, in the heart of their local community.

Its message is clear and simple: whether you’re looking to ease your way back into fitness, or you’re already a full-time fitness fan, Be Well has something for everyone regardless of age, fitness, ability, disability or medical condition.

Its facilities and mix of free and paid-for activities provide plenty of choices to suit everyone – from local leisure centres to healthy weight management programmes, guided walks to junior fitness, inclusive activities to water sports.

Be Well has everything residents in the borough need to get fit and active and lead healthier, happier lives as a result.

On the campaign trail

No, we weren’t canvassing for votes, but we did want locals to vote with their feet and enjoy what we’ve called the Be Well Benefit.

Since working with Be Well we have devised and delivered campaigns for membership retention and acquisition, often weaving them into wider seasonal activity.

Existing members, including casuals, in order to either upsell a casual member to a full membership, or to generate referrals from existing members to new members via a referral campaign. We targeted a broad range of member categories, with refined messaging per category.

New prospects who have either never engaged with Be Well or who have lapsed or cancelled in the past.

For existing members this included tactical activations such as email marketing direct to an existing member list, in-centre posters with QR code, text message marketing encouraging referrals, a website banner reminder on timetable pages. Other tactics included a referral page on the Be Well website, where members could enter referral details.

For new prospects we created an exposure and awareness campaign via one of our tactical activations such as PPC, display network, out of home advertising such as ‘ad vans’ around Wigan, and email marketing campaigns to lapsed members.

The Haigh Woodland Park campaign mentioned above was targeted at families to highlight what the 250 acres of woodland and green space has to offer for a fun-filled, family day out and was timed to coincide with school summer holidays.

Our other campaigns have been aimed at getting the , putting the focus on a toolkit for schools to get the message out to the borough about the Be Well benefit, which included a range of digital assets such as email copy, imagery and social posts.

And we have developed a range of ongoing PPC campaigns including an autumn fitness campaign and a targeted campaign for Howe Bridge and Leigh leisure.