Goldfish Swim School – Arkadas Group

Senior Helpers

June 3, 2019

GOLDFISH SWIM SCHOOL NATIONAL CABLE CAMPAIGN

Founded by husband and wife team Chris and Jenny McCuiston, Goldfish Swim School provides swim lessons and water safety instruction to infants and children ages four months to 12 years. Classes are offered by specially trained instructors in a safe, child-friendly and fun environment using their research-based philosophy called The Science of SwimPlay®.

What Does Goldfish Swim School Do?

Goldfish currently teaches more than 135,000 students per week to swim and be safer in and around the water. Headquartered in Troy, Michigan, Goldfish Swim School was established in Birmingham, Michigan in 2006, and opened its first franchise location in 2009. Recently, the brand was recognized by Entrepreneur in its 2019 Franchise 500 ranking and Inc. Magazine’s 2019 Top 5000.

Goldfish Swim School is currently in the process of expanding franchise opportunities throughout North America, with 92 schools open, and an additional 100+ in development in more than 34 states and Canada.

Problem

GFSS wanted to be able to run a cost efficient national campaign that would allow them to get more impressions, therefore more clicks.

Solution

Because GFSS had enough locations in US that provided over 30% reach, they qualified as a national advertiser. Arkadas Group put together a national cable campaign that covered all GFSS markets. Running a national cable campaign(vs local) made the most sense for GFSS as the overall CPM national cable delivered was much lower that what they would have gotten from local cable.

Results

We ran a two month campaign on national cable. To see if there was a lift in awareness during the time we ran TV, GFSS pulled branded keyword searches from Google Analytics during the time of the TV buy in 2019, comparing it to 2018 for YOY. They only looked at schools that were open in both years. Campaign generated 46% increase in impressions, 49% increase in clicks.