Overview
Structured local business listings management across dozens of locations, plus a channel-by-channel customer journey map, for a Nordic gym chain's Norwegian operation.
Who This Is For
Consumer brands, broadband and telecommunications providers, or subscription services with 200-5,000 employees investing in brand advertising across TV, digital, out-of-home, and direct channels. Seeking a coherent multichannel advertising strategy that connects brand building with performance marketing to grow awareness while driving measurable subscriber or customer acquisition.
The Challenge
The client operated dozens of gym locations across Norway under two merged brands, each needing consistent, accurate local business information, address, hours, categories, photography, so members and prospects could find the right centre in local search and maps. At the same time, marketing needed a shared view of how a prospect moved from first brand awareness through to becoming a paying member and staying engaged, spanning paid, owned and in-centre channels.
What We Propose
Russell worked within Making Waves' team on the account over several years, producing: Audience, SEO & Content Analysis - the foundation work behind the account, informing which channels and content earned attention and where. Local Listings Management - a structured, recurring content-maintenance system covering close to 60 locations across Norway: verified addresses, opening hours, categories, photography and tagged website links kept current across quarterly update cycles. Customer Journey Mapping - a channel-by-channel journey map spanning awareness, retargeting, consideration, conversion and 30/60/90-day onboarding, plotting paid media (TV, social, video, audio) against owned channels (app, website, in-centre) at each stage. Opportunity Dashboards & Funnel Reporting - regional membership-funnel reporting and opportunity dashboards built on top of the same journey structure, giving the account a shared, ongoing view of acquisition and retention rather than a one-off deliverable.
Why It Matters
Findability at scale - accurate, consistent local listings across dozens of locations rather than location-by-location guesswork. A shared journey model - one reference map aligning paid media, owned channels and in-centre experience around the same customer stages. Operational content, not one-off assets - the same content-as-system thinking behind ECM.DEV's approach today: treating business listings and journey data as maintained infrastructure, not static documents.
This work was delivered while Russell was employed at Making Waves, as part of the team working on the client's Norwegian account. Any public information referenced here is used for identification and does not imply endorsement.
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