As a franchisee who has recently been honoured with Belgravia Health & Fitness’ Outstanding Community Engagement Award, it’s safe to say that the owner of Genesis Health & Fitness Melton, Paul Nemer, knows a thing or two about meaningful interactions with the community and the various challenges and advantages of community engagement.
Having commenced as a Health and Fitness Club in Ringwood, Victoria in 1997, Genesis has now developed into one of Australia’s premier fitness franchises with more than 40 locations across the country featuring every aspect of exercise from weights to reformer Pilates. Paul has been part of the Genesis network in Melbourne since 2015 and says much of the club’s success has come from immersing the business in the local community.
What is Community Engagement, really?
Community engagement is not just a buzzword, says Paul. “It’s the foundation of establishing meaningful relationships and partnerships within the local community. It goes beyond transactional interactions and delves into the realm of collaboration and shared goals,” says Paul. “It’s about becoming an integral part of the community fabric, contributing positively, and reaping the benefits of a symbiotic relationship. “As a health-focused business we really want to show our members and the community that we care about their quality of life.” When it’s done well, community engagement can boost client retention and create walking brand advocates for your business. “And the best part is, community engagement doesn’t have to involve large budget outlays.”
The ingredients for successful community engagement
Successful community engagement is akin to creating a recipe with the right ingredients, according to Paul. “You’re building strong connections, not just within individual or groups in the community but also with other local businesses. This collaboration is a two-way street, where businesses and the community support each other’s objectives. The key ingredients include communication, mutual understanding and a genuine commitment to the welfare of the community. “Community engagement must be genuine. You need to be doing it for the right reasons and believe in what you’re doing, otherwise it breaks down and can even have the opposite effect, as your efforts are seen as ingenuine.”
An example of Genesis Melton’s approach to community connections
At Genesis Melton, one of the ways community engagement has been taken to new heights is through a carefully curated Corporate Partners Program. “This program, established in collaboration with leading local businesses, ensures that our members receive exclusive discounts and perks,” explains Paul. “For instance, our members enjoy a 10% discount on all car servicing, repairs, and spare parts at Hyundai, Kia, and Isuzu – a unique offering that significantly eases the cost of living for our community and helps with quality of life.”
Other ways to engage
There are so many different ways you can form meaningful connections with the community your franchise operates in. Here are a few more examples from Paul:
- In-person or virtual events. “These can be great for creating a buzz and giving something back to the community. It’s important to be clear on who your event is intended for. While a live event might draw a large crowd, its impact may be limited if it attracts the wrong audience. When organising your event, it’s crucial to define the specific demographic you aim to reach. Consider this scenario: if your event targets local business owners, there’s no necessity for a broad community attendance; precision is key.”
- Create traditions. “Whether it’s a monthly happy hour, an annual special event, or a regular promotion, establishing traditions provide consistent chances for individuals to engage with your brand. A sense of anticipation develops, as people come to expect and eagerly await these traditions. Examples of such traditions that businesses could create include regular themed workshops, weekly exclusives, annual sales or quarterly challenges/competitions. These recurring events not only enhance brand loyalty but also foster a deeper connection between the business and its audience.”
- Local sponsorships. “Sponsor local initiatives, sports teams, or charity events to showcase your commitment to community wellbeing. Ensure your decisions help you reach the audience you need to reach to help grow your business. Sponsorships can involve cash but they can also involve contra goods or services for people or groups in need.”
- Leverage digital platforms. “Utilise social media and other digital platforms to connect with your customers and local community. Share engaging content, highlight community stories and actively respond to feedback to foster a sense of belonging.”
- Employee Involvement: “Encourage your team members to participate in community activities. This not only strengthens your business’s connection with the community but also boosts employee morale. Again, this needs to be genuine. Forcing employees to volunteer, for example, will not have the desired effect. Lead by example and get your staff excited about the cause and how they can make a difference.”
Signals of ineffective community engagement
Recognising signs of ineffective community engagement is crucial, says Paul. “Lack of growth, lack of customer retention, negative reviews and a lack of acknowledgment from local community groups are some red flags. Successful community engagement should be measurable, reflecting positive growth in both business performance and community relationships.”
Measure and adapt
Regularly assess the impact of your community engagement efforts, explains Paul, using surveys/feedback, analytics, and performance indicators to refine your strategies and ensure they align with the evolving needs of your community. “Community engagement isn’t just a feel-good initiative; it’s a strategic approach that can drive new customers to businesses, significantly aid in lead generation and boost overall sales. “It’s like having free, targeted marketing directed at your local market, creating a win-win situation for both businesses and the community.”